Posts

Is Local Marketing Dying?

It seems as though a bunch of headlines in the online marketing arena say that local marketing is the ‘next big thing’

But is it? Really?

Local marketing may be a required bit of business… but the end result is that the hype behind local marketing and the reality of local marketing are two different things.

The simple fact is that there have been some pretty massive efforts to lay claim to the local marketing category for decades.

Originally ‘local marketing’ was primarily owned by the yellow pages and traditional directory advertising. Newspaper, radio, and television also had a sizable chunk of local market share. Read more

MarketMix 2011, Event Pre Game

Join me at MarketMix 2011 Wednesday March 9th. I’ll be co-presenting along with Stuart Jenner from Marketek Consulting Group on the topic of improving your analytics (See full MarketMix 2011 agenda here)

Analytics and paid search should be on every team’s radar. Making assessments can be tough, but using every tool available to you can make all the difference. Great coaches continually gather and review stats on every player, because you have to know what’s working and what adjustments need to be made to your game plan. With optimization, the biggest change from a year ago is the way Google is, in some instances, integrating results from a number of different data sets. Businesses that care about local marketing are most impacted by this. Coach Jenner will cover local ads, local optimization, ads targeted to local sites (PI, Times, blogs) and guerrilla PR techniques for blogs and press.

In this session we will drive into some straight-forward strategies, along with some specific tactics for segmenting your message and refining your target.

In a nutshell, I’m going to

  • push audience members to rethink what areas they are looking at to measure ROI.
  • define segments of social media; including influencers and priority prospects.
  • challenge attendees to establish new models for executive stakeholders to think about.
  • make marketers think outside the box by removing ‘the box’ from the equation.

I’m open to virtual questions and answers both before and after. If you would like to get a specific digital analytics question answered, please feel free to leave a comment below or contact me directly.

You can gain some additional insight on this topic by reviewing some of my other articles:

You can check out a full list of speakers @ MarketMix 2011 here.

Rod Brooks
VP, Chief Marketing Officer
PEMCO Insurance
@NW_mktg_guy

Shannon Burley
VP of Marketing
Seattle Storm
@SeattleStorm

Stephanie Gray
Marketing Manager
Seattle Seahawks/Seattle Sounders FC
@Seahawks
Gregg Greene
Director of Marketing
Seattle Mariners
@TheRealMariners

Porter Gale
VP Marketing
Virgin America
@VirginAmerica

Paul Anderson
Columnist, Speaker
Career Psychology Consultant
@ProLango

See you @ MarketMix 2011 !

Online Privacy and our digital crisis

Before 9-11 most people didn’t think of terrorism.
Before Facebook most people didn’t think about online privacy.

In some situations crisis is the factor that forces us to accept a reality that we do not want to consider.

In other situations it takes a massive and overwhelming transition to occur before we begin to consider reality.

The reality of today: it doesn’t take a rocket scientist to figure out that we share a lot of information about ourselves going through our daily lives.

We are all concerned about online privacy, but not enough to do much about it, apparently. ~Mathew Ingram, Editor Gigaom.com (Fortune/CNN)

Read more

A small, but very significant fact.

The art of perfecting a business is not in changing the way the entire process functions, but to understand how small functions create bit changes across the enterprise.

Case example: when I was at Verizon, one of my success stories was understanding how a very simple task was currently being implemented thousands of times per day by over 3500 workers. With some technical understanding and business application, I managed to shave off a few minutes from the process. Read more