Yext Brand Repositioning and What It Says about ‘Local’
October 10, 2018 | Contributed by: Greg Sterling
A few weeks ago Yext announced that its Geomarketing blog was going on hiatus. This was part of a broader repositioning of the company. It has gone from listings/presence management, to digital knowledge management to “online brand management.”
At the core of the product is still listings and presence management (and reputation) as a basic matter. But what’s interesting is the move to emphasize “brand management” rather than “local.”
Yext has a reseller program for agencies, publishers and other SMB “aggregators.” The company deals directly with national-to-local entities and franchise brands.
National brands and retailers have until recently perhaps never seen themselves as part of the “local” market. This, despite the fact that well over 90% of their sales are offline. They’ve historically seen the term “local” and read “small business.”
Yext is hardly the first company seeking brand/national retailer revenue, operating in the “local market,” to move away from the term local itself.
I’m curious what others think about this brand repositioning:
- Is it smart?
- Is the term “local” too limiting or problematic from a national customer perspective?
- Do you think it represents a way to “rise above” a noisy local vendor segment where more and more things appear to be undifferentiated or commoditized?
What are your thoughts?