First published in Brand Republic 23/11/11
When I reported for Brand Republic from last year’s Local Social Summit, (the annual event which explores the intersection of local and social) the conference content focused primarily on the means of being social – networks, apps, access capabilities. Whilst…
So you’ve got an email campaign in development (or an ad campaign, PR, PPC or social marketing activity etc.) and you are asking recipients of the email to click on a link and go to your website to interact/convert? There is an easy way to tag this inbound traffic with Google Analytics and create a campaign…
How do we turn clickers into customers?
From the prospect’s point of view, clicking on your link is easy and doesn’t cost them anything. When they arrive at your site however, converting and becoming a lead requires them to invest their time and energy to understand your offer and fill in your forms etc (not…
Has anyone found a way to re-draw the damn thing yet? We all know that ‘the sales funnel’ doesn’t work anymore – brand or sales interaction is no longer a linear process, if ever it was. In the last few years I’ve seen funnels flipped (Godin) spiralled (Armano), looped (McKinsey) and generally contorted into…
Ever the experimenter, Google are testing new results pages where local natural listings and maps feature far more prominently than ever before.
With local now storming up the agenda across the search sector, large national and international brands need to strategically plan and support their local networks…
Google announced today that they are rolling out Tags in the US. Essentially, the idea is that the Places page can now allow advertisers to highlight tactical promotions within the 7-pack display (below).
These yellow tags cost the advertiser a flat fee of $25 per month, and, with this increase…
This one’s a short summary
http://bit.ly/8PW6b2
This one’s a longer, fuller explanation
http://bit.ly/6PN2Hn
We can see that Google is starting to drag reviews of local businesses in from non-traditional review sources. Hyperlocal sites and blogs are now supplementing review based sites’ (e.g. Qype)…
Announced yesterday, Google are rolling out the capability to add a company’s full address to the bottom of their PPC activity. Two things are required:
an entry in the Local Business Centre (i.e. your business in Google Maps)
a specified link between your Adwords account and the business’s listing…
As these recent figures from Hitwise in the US suggest, searchers are using more and more keywords in their searches to help determine their search results before they appear.What does this mean for local marketers?Well, it is increasingly important to ensure the correct keywords and locations are used in web…
