Three announcements and launches in the space of two days and the gloves are off to see who can lead local digital advertising and marketing. Whilst there’s room for all, across the web, generally there’ll only be one ‘leader of the pack’…
Google launches a new Local Offers service in Oregon with a view to expanding rapidly across the United States, hooking up with it’s search dominance and mobile phone platform (Android)… as well as murmers of NFC (near field communications) chip technology to alert mobile users.
You don’t get bigger than Google, they’ve had a couple of false starts, but can they get it right this time round?
Not to be outdone, Amazon rolled out local offers in Boise, Idaho. With, wait for it, a view to expanding across the United States. Leveraging it’s huge customer base and existing ecommerce relationships (with both consumers as well as transaction suppliers) Amazon is pinning it’s hopes on developing a ‘marketplace’ approach to Local where the offers are direct from consumer brands to the general public.
Amazon’s got an email list, and it’s willing to use it!
Already global, the market leader fended off a takeover bid from Google earlier in the year. Now, it reveals it’s hand. It needs $3/4 bn to retain leadership and dominance of the space. The biggest deals, the biggest space, the biggest number of local advertiser relationships and the biggest salesforce. Can it make ‘first mover advantage’ really count?
Groupon’s in first place and intends to remain there.
Driving traffic with no clear understanding of revenues or profitability
Intent led, tracked and accounted for profitable marketing spend
An unsteady flow of low-quality enquiries yielding little business
Motivated enquiries, in the buying cycle, who fit your ideal target market
Business critical tasks relying on staff time, subject to user error
Make processes more efficient, thorough, predictable and measurable
I spend most of my development budget fixing errors and bugs
Fast and reliable cash-generative e-commerce and lead generation websites
My organic traffic is not translating to the bottom line
Rankings with purpose, targeting your converting keywords
Dated branding which doesn’t match the quality of your business
Modern, digital, flexible brand, guidelines, messaging and identity
Low resolution homebrew quality with little impact
Short, sharp videos designed specifically for the right media channel
Marketing visuals that fail to engage your audiences
Smart, precise imagery demonstrating design with purpose
Lack of regular contact with previous customers and clients
A clearly segmented customer base with fine-tuned strategies for repeat business
I have analytics, but it doesn’t help with our decision-making
A connected analytics layer providing confidence in tactical and strategic marketing work
Vaguely written aggregated words with little meaning
Refined, considered and targeted persuasive copy with calls to action
Finding it a challenge to come up with quality ideas and engagement
Well-considered, precise, relatable and polished content
Occasional ad-hoc generic email communications
Focused varied marketing content, adapted to suit customer profiles
A store where most of your budget fixing bugs and maintaining
A store where the stock, turnover, margins and yield dwarfs the marketing spend
Leads and customers are mainly in spreadsheets and inboxes
Win and retain more business by selecting the right CRM and systems