Brett Knobloch

Posts by Brett Knobloch

August 4, 2017

The Tipping Point in Retail & How Brands Rebalance

News from the last 30 days has us convinced that a tipping point has been reached with major brands selling online through Amazon. Once a sensitive subject among major brands who feared a backlash and loss of business from their traditional retail channel, the floodgates now appear to be open. The June 22 edition of the…

Contributed by: Brett Knobloch

May 16, 2017

3 Lessons SMBs Can Learn from United Airlines & Fyre Festival

Recent weeks have seen some of the largest service breakdowns and resulting PR disasters in recent memory. Everyone is aware of the United Airlines story: A flight leaving Chicago needs to free up some seats for another flight crew. After offering incentives to free up some seats, and still in need of more, they hold…

Contributed by: Brett Knobloch

April 10, 2017

Retail is Dead! Long Live Retail!

Recent news of multiple store closings has sparked a hot discussion on whether retail as we know it is dead. Payless Shoes to file Chapter 11 and close 400 Macy’s to close 68 C. Penny to close 140 Sears to close 42 Kmart to close 108 The Limited filed Chapter 11 and closed all 250…

Contributed by: Brett Knobloch

March 10, 2017

SMB Websites: Error Page Not Found

A recent dealer survey from Outdoor Power Equipment exposed some interesting facts about the current online presence of US Outdoor Power (i.e. lawn & garden equipment) dealers. The 2016 survey of more than 100 dealers revealed that 77% of dealers had a website. This was up dramatically from 2001 when only 48.7% had an online presence….

Contributed by: Brett Knobloch

June 10, 2015

Winning at the Nexus of Consumer Needs: Device, Intent, Content

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Any marketer not aware of the tremendous growth across these three dimensions might be accused of living under a rock in 2015, but it’s in tying them together where we understand them in context. The three dimensions here are: device, intent, and content (aka mobile, local, video). Device (Mobile) The biggest force in online search…

Contributed by: Brett Knobloch

November 25, 2014

Auto Dealer Digital Marketing is the Canary in the Media Coalmine

We’ve been tracking the advertising behavior of small and medium businesses (SMB’s) for years, noting the dramatic increase in social media and promotions instead of traditional advertising spending (see video below). A recent report published by Borrell Associates on the Automotive Advertising outlook adds fuel to the fire. Here are some highlights: $35 billion each year is…

Contributed by: Brett Knobloch

October 22, 2014

How Google SERP Updates Have Impacted Consumer Behavior, Local SEO and SEM

The search landscape continues to change making it even tougher for individual retailers and dealers to handle SEO and PPC themselves. But the big picture is that consumer’s search behavior has changed with each new update from Google that have altered the way search engine results pages (SERPs) are formatted. The ways consumers have reacted…

Contributed by: Brett Knobloch