In this latest installment of our podcast On Target, I speak to Brendan Morrissey, CEO and co-founder of Netsertive. Netsertive works with national brands and their local dealers or retail affiliates as well as national retailers. Many people assume that brands and national retailers are in a much stronger marketing position than SMBs. But major…
Five years ago we saw wide adoption of social media by brands of all sizes. Multi-million dollar corporations and small businesses across the globe began setting up profiles across the major social media networks. As the social landscape changed, and the focus turned from broad messaging and advertising to targeted and user-specific content, brands had…
When you’re a challenger brand, you don’t have $100 million dollars to test-and-learn on digital campaigns. But according to Mike Fransz, VP of Marketing at ProYo, location-based mobile offers some of the most cost-effective and compelling customer engagement available today. ProYo got its start as a roadside frozen yogurt stand in California. Today, with a growing…
According to the Bureau of Labor Statistics, roughly 16 million people in the US work in retail in one capacity or another. As retailers close more stores a growing number of these jobs are at risk. And while the second quarter brought good news to some retailers in the beleaguered sector, the closing of Amazon’s acquisition of Whole Foods should add more…
Consumers on the go are becoming more impatient and demanding. They want more personalization, greater relevance and better customer experiences. And location is one way to deliver against these growing expectations. It seems that almost weekly we get new case studies demonstrating the creative variety of ways location is being used. But even as we hear about brands…
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…
Location, location, location – an old saying, but still relevant for twenty-first century businesses. Your business’s real-world location data is equally as important as where you choose to set up shop. Consider this: 80% of all mobile searches are made by consumers looking to find goods and services near them. Over half of these searches…
Snap Inc., the company behind the popular messaging app Snapchat, has experienced its share of turbulence since going public in March 2017. The company’s journey hit a particularly low point this week when its stock fell below the IPO price of $17 per share. But if Snap’s recent moves are any indication, the company has…
Many people are surprised to discover e-commerce is still less than 10% of total retail: roughly $400 billion out of nearly $5 trillion last year. And while online commerce continues to grow, the larger story is how digital media are affecting not billions but trillions in offline consumer spending. According to Deloitte, more than $2…
Multi-location brands are faced with a two-fold marketing challenge: building national awareness and reaching consumers where they shop locally. With more than 90% of purchases still taking place in physical stores, local tactics are important and new data reinforce this importance. According to a new study, when both brand and location-specific pages exist, 85% of…
