GotU is one of Facebook’s premier marketing partners. The company works with agencies and media publishers who sell Facebook advertising to small businesses. In the latest OnTarget podcast I discuss a range of Facebook-related topics with GotU‘s Lorenzo Pireddu. Among the questions and topics we explore are: The gap between Facebook’s active local Pages (65 –…
Cloud-based technology, software as a service (SaaS) and other digital platforms are revolutionizing how businesses big and small manage everything from HR and payroll to marketing and supply chain. As these technologies “flow downstream” and become more affordable/available, small businesses are beginning to adopt these technologies. The 2017 Tech Adoption Index Survey revealed that roughly…
Based on several studies, the do-it-yourself (DIY) approach to marketing appears to be the norm among small businesses. While it may be the norm, it isn’t necessarily the most effective approach and new data suggest that many small businesses may be overlooking or unaware of critical components of the local marketing mix. According to Brandmuscles’s…
For some time Google and Facebook have been using machine learning to A/B test and optimize campaign performance for advertisers. Now Yelp is doing something similar with new Custom Ads. The company announced these new units yesterday. The basic concept behind the ad unit is simple: local advertisers get to pick an image and a review…
Between technology advances and increasingly savvy consumers, conversion paths are no longer linear. They’ve become much more complex with numerous stops, starts and touchpoints along the way. It’s critical to understand this new more convoluted behavior in order to reach potential customers at the right time with the right message. During a webinar this week,…
To help small businesses with the hiring process, Facebook announced its “Jobs” tool connected with Facebook Pages roughly a year ago in the U.S. and Canada. This week, the company announced an expansion of the program to over 40 countries, allowing small businesses all over the world to post job openings and job seekers to…
With increasing store closures and e-commerce growth, there are a lot of unknowns about the future of brick and mortar retail. Although 80% of purchases are still expected to happen in-store by 2020, there’s growing uncertainty among retailers large and small about how to keep up with consumers in an increasingly digital shopping environment. A…
In an effort to simplify the advertising experience, Facebook announced that it is combining its two primary ad tools: Power Editor and Ads Manager. I became aware of the change in an email titled, “Introducing a unified Ads Manager” which said Ads Manager and Power Editor are now combined into one interface. Power Editor was…
According to a new analysis from Harvard Business School, location and local business data from digital platforms, like Yelp, offer powerful insights when it comes to “shedding light on the evolution of neighborhoods.” The authors argue location data can complement Census Bureau data, which takes a long time to collect and has limited information about…
Yesterday Google introduced “Auto Ads” for publishers. This is an AdSense ad unit — not an ad for automobiles — that is largely automated, hence “auto.” Publishers make some basic decisions of the types of ads they’d like to run on their sites and Google uses machine learning to substantially automate the rest. Here’s the…
