LSA Member Innovation in Local: Marquette Group
July 2, 2014 | Contributed by: Joe Morsello
Today we hear from Marquette Group, a cross-channel, digital agency managing marketing and advertising efforts for a long list of brands, including Edward Jones, ServiceMaster, Bank of America, Roto-Rooter and Nationwide Insurance. The Company began in 1963 as a Yellow Pages agency and over the years has successfully made the transition to digital. Marquette Group is headquartered in Peoria, Illinois with offices in Atlanta, St. Louis and Milwaukee. They recently placed among the 2014 Best Places to Work in Illinois.
We caught up with David Lenzen, EVP sales and marketing at Marquette Group, to learn more:
What local problem(s) does Marquette solve? How?
We’re in good company when we say that erroneous and missing data is a significant concern in the local space. It’s pervasive and the reason we focus intently on data management.
We find that brands typically don’t have a strong platform or strategy for collecting and using localized content. Meanwhile, at the SMB level, the challenge is recognizing the need then finding time to manage and create content across the platforms where consumers are looking–Yelp, Google+, Facebook, Foursquare, etc.
We offer the strategy, the platform, the content management, and of course, the performance analytics for brands and their locations.
What makes Marquette innovative?
We bring innovation to both campaign strategy and the technological developments needed to meet those strategies. Strategic innovation includes not just a client-specific, but location-specific understanding of goals and market nuances. We then construct the marketing programs with a unique mix of providers’ digital products combined with our own search solutions and proprietary client location data management systems.
How does Marquette make the local space better for advertisers?
Marquette Group acts as a single source for building integrated, efficient campaigns to drive results for our clients versus acting as an agency focused on leveraging and selling a singular media type. By bringing simplicity to a complex advertising marketplace and remaining media neutral, Marquette Group focuses on connecting our clients’ national brands to local consumers exactly how those consumers are searching at key moments in the customer lifecycle—regardless of medium or device. Our focus is performance and our loyalty is to the advertisers’ brand and their local lead generation goals.
What is next in local?
Social and video still have a long way to go for local and were highlighted on our 2014 predictions blog. Understanding how to use social and video for lead generation and loyalty building is still new territory for the majority of local businesses. Worth mentioning, too, is the need for greater use of content in social given the growing impact on SEO.
Tags: advertising, Bank of America, digital agency, Edward Jones, Facebook, Foursquare, Google, integrated marketing, Local Search, Local Search Association, marketing, Marquette Group, national brands, Roto-Rooter, ServiceMaster, SMB, social media, Yelp