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10 Key Local Marketing Trends To Watch in 2013

10 Key Local Marketing Trends To Watch in 2013 | Local Mobile Marketing Insider | Scoop.it
10 Key Local Marketing Trends To Watch in 2013
Martin Maybruck's insight:

more local mobile marketing tips and news at http://www.localmobileinsider.com

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Google+ Local Quality Guideline Update Allows for Multiple Departments

Google+ Local Quality Guideline Update Allows for Multiple Departments | Local Mobile Marketing Insider | Scoop.it
Google Places brings users and their local businesses together, both online and in the real world.
Martin Maybruck's insight:

Google+ Local Quality Guideline Update Allows for Multiple Departments

http://support.google.com/places/bin/answer.py?hl=en&answer=107528


More tips at http://www.localmobileinsider.com

 

If you are a practitioner that works out of several offices you are now formally permitted to have a practitioner listing at each location but for just the hours that you are actually present there. This statement from below: “The practitioner should be directly contactable at the verified location during stated hours.” if not followed to a T could lead to the listing being rejected for non compliance if Google were to call or find that you show yourself as being in two places at once.

Do not create more than one listing for each business location, either in a single account or multiple accounts.Individual practitioners may be listed individually as long as those practitioners are public-facing within their parent organization. Common examples of such practitioners are doctors, dentists, lawyers, and real estate agents. The practitioner should be directly contactable at the verified location during stated hours. A practitioner should not have multiple listings to cover all of his or her specializations.Departments within businesses, universities, hospitals, and government buildings may be listed separately. These departments must be publicly distinct as entities or groups within their parent organization, and ideally will have separate phone numbers and/or customer entrances.

Compare the New & Old Guidelines:

 

Old GuidelineNew GuidelineDo not create more than one listing for each business location, either in a single account or multiple accounts.Individual practitioners may be listed individually as long as those practitioners are public-facing within their parent organization. Common examples of such practitioners are doctors, dentists, lawyers, and real estate agents. The practitioner should be directly contactable at the verified location during stated hours. A practitioner should not have multiple listings to cover all of his or her specializations.Businesses with multiple specializations, such as law firms and doctors, should not create multiple listings to cover all of their specialties. You may create one listing per practitioner, and one listing for the hospital or clinic at large.Departments within businesses, universities, hospitals, and government buildings may be listed separately. These departments must be publicly distinct as entities or groups within their parent organization, and ideally will have separate phone numbers and/or customer entrances.
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Mike Claggett's curator insight, February 15, 2013 3:34 PM

Got this share from Martin Maybrook - pretty cool.

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A Shortcut To Uploading Photos To Your Google Maps Business Listing

Martin Maybruck's insight:

A Shortcut To Uploading Photos To Your Google Maps Business Listing
More tips at http://www.localmobileinsider.com



Jade Wang from Google gave a tip in a Google Business Help thread on how to expedite the uploading and listing of photos on your Google Business Maps listing page.

Typically, a business owner would upload photos through managing their page within Google+ or via Google Places. But that process can take a month for the photos to be approved and visible within Google's search results and Google Maps.

Instead, Jade said you can take a "shortcut" by uploading the photos by going to the Photos tab of the Google+ Local listing.

Google+ Maps Upload Photos

She said the photos should be visible "almost immediately."

So if you want to get photos to show up right away, that is the way to go.

 

More tips at http://www.localmobileinsider.com

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How To Do Mobile Keyword Research In 2013 - LocalMobileInsider.com

How To Do Mobile Keyword Research In 2013 - LocalMobileInsider.com | Local Mobile Marketing Insider | Scoop.it
Martin Maybruck's insight:

Very detailed explanation of how to do mobile keyword research by Bryson Meunier – For more local – mobile news go to www.localmobileinsider.com

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Location targeting more than doubles performance of mobile ads: report - Mobile Marketer - Research

Location targeting more than doubles performance of mobile ads: report - Mobile Marketer - Research | Local Mobile Marketing Insider | Scoop.it
Mobile campaigns leveraging location targeting outperformed non-location targeted campaigns by a factor of two times, according to a new report from Verve Mobile.
Martin Maybruck's insight:

Location targeting more than doubles performance of mobile ads: report & case studies

Get more news and case studies at LocalMobileInsider.com


“The big news is that location powered mobile advertising outperforms other mobile targeting strategies by 2X,” said Tom MacIsaac, CEO of Verve Mobile, New York.

“Not only is location a must-have but it is really the key value mobile brings to the table for marketers – location targeting is the ability to reach consumers on their uniquely personal devices while they are out and about, on the go, and closer to the buying decision than ever before"

Driving foot traffic
The addition of location information in mobile advertising brings real value to users by helping them find products and services where and when they want them.

By vertical, the biggest users of location-based targeting were grocery, political, healthcare, lottery, real estate and education marketers. Automotive, restaurant, telecom, retail and travel were also heavy users.

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What publishers can do to ride the mobile ad wave - Columns - Mobile Commerce Daily

What publishers can do to ride the mobile ad wave - Columns - Mobile Commerce Daily | Local Mobile Marketing Insider | Scoop.it
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Facebook to put mobile-first experiences at the core of its strategy - Mobile Marketer - Social networks

Facebook to put mobile-first experiences at the core of its strategy - Mobile Marketer - Social networks | Local Mobile Marketing Insider | Scoop.it
Facebook’s mobile future looks bright, with the social network reporting yesterday that mobile advertising revenue continues to grow and represented approximately 23 percent of overall advertising revenue for the fourth-quarter, up from 14...
Martin Maybruck's insight:

Over 60% of Facebook's users are mobile (600 million) and they are the most active users. Mobile is their growth engine especially with their mobile ads. Have you seen ads in your mobile news stream?

WARNING FOR BUSINESSES ON FACEBOOK:

If you have a business on Facebook you must have a mobile optimized website and landing pages. You can get one here starting at only $199 http://www.localmobilewebsites.com

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Optimizing Your Google+ Local Page for the Google Map App | Business 2 Community

Optimizing Your Google+ Local Page for the Google Map App | Business 2 Community | Local Mobile Marketing Insider | Scoop.it
After a brief hiatus from the latest version of the iPhone operating system, the Google Map app is back in action for iPhone users. It’s wildly popular,
Martin Maybruck's insight:

Google Maps App is the top rated and most used Maps App so you must know how to optimize your Google+ Local page to get the most visibility. Here's how to optimize your Google+ Local page for the Google Maps App.

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Google Survey Reveals What Users Want From Mobile Sites

Google Survey Reveals What Users Want From Mobile Sites | Local Mobile Marketing Insider | Scoop.it
With its latest survey Google has affirmed that smartphone owners want sites to be optimized for their smaller screens and are inclined to abandon those that aren’t.
Martin Maybruck's insight:

Very helpful mobile statistics (by industry) on what users want from mobile sites.

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Restaurant Marketing Predictions for 2013 – Are you ready for the third of your diners now looking for and booking tables on smartphones? | Mobile Marketing | theblackboard.net

Restaurant Marketing Predictions for 2013 – Are you ready for the third of your diners now looking for and booking tables on smartphones? | Mobile Marketing | theblackboard.net | Local Mobile Marketing Insider | Scoop.it
January can be a quiet time for customers, but in terms of marketing the restaurant world never stands still. New tools and tactics for attracting customers are emerging all the time.
Martin Maybruck's insight:
The restaurants that ‘get’ mobile will prosper in 2013

64% Of Mobile Restaurant Searchers Convert
Immediately Or Within 1 Hour
90% convert within the day!!!
by Nielsen and commissioned by Telmetrics and xAd

Why don't you have a mobile website? Do you not want more sales?


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GMA Speaker Urges Mobile Progress | 2012 GMA Executive Conference content from Supermarket News

GMA Speaker Urges Mobile Progress | 2012 GMA Executive Conference content from Supermarket News | Local Mobile Marketing Insider | Scoop.it
The mobile phenomenon is picking up speed, said Lisa Sharples, president, AllRecipes.com, a website with recipes and tips for home cooks.
Martin Maybruck's insight:

50% of AllRecipes.com site visitors are accessing the website on their mobile phones while in grovery stores. I think a smart LOCAL MOBILE MARKETING STRATEGY for grocery store owners would be to create mobile websites or apps for their customers to use to access recipes and create shopping lists, help read food labels and get heathly alternatives and healthy food ideas and recommendations. Would you use a receipe and shopping list app to help you buy your food?

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Is mobile more threat or opportunity for physical retailers? - Mobile Marketer - Commerce

Is mobile more threat or opportunity for physical retailers? - Mobile Marketer - Commerce | Local Mobile Marketing Insider | Scoop.it
It has barely been a month since the 2012 holiday shopping season came to a close, but it is already clear that mobile-related shopping activities such as showrooming had a big impact on bricks-and-mortar retailers, including Barnes & Noble...
Martin Maybruck's insight:

Yes Mobile can be a threat to offline retailers who don't make it an opportunity with their own mobile loyalty programs, mobile coupons, mobile & social engagment, etc. Follow me for some examples of local retailers who are using mobile to grow their business, get more customers and more sales.

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What next? Predictions for Local in 2013

What next? Predictions for Local in 2013 | Local Mobile Marketing Insider | Scoop.it
Read what the brightest minds in 'Local SEO' predict will be the biggest developments for 2013. Mike Blumenthal, Linda Buquet, Mike Ramsey & Laura Betterly share their insights with BrightLocal.
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Steven Vargas's comment, January 29, 2013 2:48 PM
Wow. Lots of good insight from some big names. Very insightful.
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Google's Tool to Calculate Mobile ROI - LocalMobileInsider.com

Google's Tool to Calculate Mobile ROI - LocalMobileInsider.com | Local Mobile Marketing Insider | Scoop.it
Martin Maybruck's insight:

Read the full article at http://www.localmobileinsider.com/googles-tool-to-calculate-mobile-roi/

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Update to Local Business/Place Page Management in Google+

Martin Maybruck's insight:

Google Upgrades the G+ Local Editor
More tips at http://www.localmobileinsider.com

Jade’s post in the forum:
https://productforums.google.com/forum/#!category-topic/business/need-advice/3LXV09Fe-8A

We’ve made some updates to the verification and editing experience for users managing pages in Google+ (in the Local Business or Place category). Take a look by visiting the page for your business, navigating to the About tab, and clicking Edit Business Information.

What’s new?

- better status updates that tell business owners if their edits are pending or rejected

- progress bar to help business owners fill out the most essential information

- can now add categories via Google+

- updated look and feel (tell us what you think!)

Turnaround time for quality checks on edits will remain the same but we’re working hard to improve this experience as well. We hope you enjoy the new business information editing experience in Google+!

More tips at http://www.localmobileinsider.com

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Twitter Advertising: New Compete study: Primary mobile users on Twitter

Twitter Advertising: New Compete study: Primary mobile users on Twitter | Local Mobile Marketing Insider | Scoop.it
Share and discover what’s happening right now, anywhere in the world.
Martin Maybruck's insight:

Twitter Says Its Mobile Users Are More Active, Engaged With Brands

http://www.localmobileinsider.com

mobile users are 57% more likely to compose original tweets

63% more likely to click on links

96% more likely to follow 11 or more brands

58% more likely to recall seeing an ad on the site

86% more likely to be on Twitter several times a day

157% more likely to access the site when they wake up

129% more likely to access it when they’re going to sleep

two-thirds use Twitter in front of the TV

these primarily mobile users tend to be young. 18-34-year-olds are 52% more likely to be signing in primarily via a mobile device

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More Mobile Location-Based Campaigns Seen Using Geo-Fenced & Geo-Aware Strategies

More Mobile Location-Based Campaigns Seen Using Geo-Fenced & Geo-Aware Strategies | Local Mobile Marketing Insider | Scoop.it
A new study from Verve Mobile [pdf] looks at trends across 2,500 mobile campaigns run on its location-based mobile ad platform in 2012, examining the different strategies
Martin Maybruck's insight:

LocalMobileInsider.com News Update:


A new study from Verve Mobile [pdf] looks at trends across 2,500 mobile campaigns run on its location-based mobile ad platform in 2012, examining the different strategies taken by advertisers. The study notes that 36% of the campaigns leveraged geo-aware (14%) or geo-fenced (22%) strategies in 2012, more than double the proportion from 2011 (17%). While that indicates a greater level of expertise in targeting approaches, the primary strategies remained DMA (30%) and audience (24%) targeting.

The study also analyzes how different verticals used location-based targeting, finding that restaurant (43%) and retail (32%) were the most likely to use geo-aware and/or geo-fenced strategies, while political (73%), auto (70%), and telco (69%) advertisers gravitated towards targeting based on DMA/Zip/Zip+4.

Overall, the campaigns that used location targeting were twice as effective as those that didn’t, per the report. Among the different tactics, geo-aware and geo-fence mobile programs produced the best click-through rates, while audience-targeted campaigns fared worst.

About the Data: Verve Mobile describes geo-aware and geo-fencing strategies as follows:

Geo-aware:

“Geo-aware campaigns use real-time location data to deliver specific, often dynamic, messages to the user based on their distance from the nearest retail location or proximity to a particular location.”

Geo-fencing

“Advertisers targeting users based on a set distance (often miles) from a location of interest such as a store, or physical site where known audi- ences frequently visit. Consumers outside of the geo-fence would not be served the ad because they fall outside of the location parameters. This technique is particularly useful for advertisers looking to drive foot traffic to physical store locations.”

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Jack in the Box takes mobile-first approach with redesigned efforts - Mobile Commerce Daily - Web site development

Jack in the Box takes mobile-first approach with redesigned efforts - Mobile Commerce Daily - Web site development | Local Mobile Marketing Insider | Scoop.it
Martin Maybruck's insight:

Jack In The Box saw a significant amount of the traffic to its Web site coming from mobile devices and took a mobile-first approach by looking at what functions would be best in driving engagement.

As part of the new redesign, Jack in the Box hopes to increase the number of repeat visitors, while prompting them to share what they have discovered through social networks.

What do you think of their new mobile website?

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Geo-Targetted SMS Coupons case study White Castle pushes customized alerts, coupons via SMS - LocalMobileInsider.com

Geo-Targetted SMS Coupons case study White Castle pushes customized alerts, coupons via SMS - LocalMobileInsider.com | Local Mobile Marketing Insider | Scoop.it
Martin Maybruck's insight:

Geo-Targetted SMS Coupons case study White Castle pushes customized alerts, coupons via SMS

“Mobile coupons delivered through SMS are known to have the highest redemption rates—dwarfing those of all of all other forms of distribution including direct mail, newspaper ads, mobile applications, television commercial and mobile banner ads,” said Shuli Lowy, marketing director at Ping Mobile.

“Particularly when it comes to fast food restaurants, SMS has proven to be widely effective. SMS coupons in this vertical can easily have redemption rates of 10-30 percent – especially when location targeting is added to the recipe,” she said.


“The beautiful thing about SMS messages targeted by location is that it enables brands to catch the right person, in the right place, at the crucial decision making moment,” Ms. Lowy said.


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Mobile Spurs Digital Coupon User Growth - eMarketer

Mobile Spurs Digital Coupon User Growth - eMarketer | Local Mobile Marketing Insider | Scoop.it
Digital couponing has become a widespread activity among US adults, and the number of digital coupon users continues to grow, albeit modestly. Driving this increase are those consumers redeeming coupons via smartphones.
Martin Maybruck's insight:

The number of US mobile coupon users will rise from 12.3 million in 2010 to 53.2 million in 2014, driven by the rapid adoption of smartphones. By 2014, one in four mobile phone users will redeem a coupon via a mobile device.

eMarketer estimates the number of smartphone coupon users last year rose by 66%, following a growth rate of more than 100% in both 2010 and 2011.

Smartphones let users access deals on the go and have the capability to serve coupons that are highly relevant based on location, behavior and timeliness. Those who use these devices have an expanding range of options for delivery of mobile coupons, including SMS promotions, retail and manufacturer apps, coupon-specific apps, email offers and mobile barcodes. Additionally, daily deal sites and apps offering time-sensitive deals have attracted a new audience who has never before used mobile coupons.

For more Local Mobile News go to http://www.localmobileinsider.com

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Mobilize or Die: 9 Reasons Why Marketers Must Adopt A More Mobile Mindset in 2013 | The North Blog

Mobilize or Die: 9 Reasons Why Marketers Must Adopt A More Mobile Mindset in 2013 | The North Blog | Local Mobile Marketing Insider | Scoop.it
Martin Maybruck's insight:

If MOBILE is GOOGLE and FACEBOOK's biggest growth opportunity don't you think it would be a good enough reason to make it your biggest growth opportunity too? I did and it's working!

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Tracking Restaurant Orders in Google Analytics | Jackson Lo

E-commerce tracking in Google Analytics is not only for retails. Local restaurant websites can also start to track online orders inside GA. Find out how.
Martin Maybruck's insight:

A detailed explanation of how t track restaurant orders in Google Analytics.

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Free Mobile Marketing Kit | From HubSpot

Free Mobile Marketing Kit | From HubSpot | Local Mobile Marketing Insider | Scoop.it
Download this kit to learn everything you need to know about mobile marketing!
Martin Maybruck's insight:

A good way to get started in Mobile Marketing with these free ebooks from Hubspot (Inbound marketing experts). As mobile internet usage continues to grow dramatically, marketers need to invest more in mobile marketing to stay competitive. The mobile marketing kit will help you get started with mobile marketing and teach you about the latest trends to engage the growing population of mobile users. This kit includes the latest mobile marketing case studies and how-tos, an eBook on how QR codes can engage customers, and a detailed checklist on how to successfully sell and market iPad apps.

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Top mobile technologies to watch out for in 2013 - Mobile Marketer - Strategy

Top mobile technologies to watch out for in 2013 - Mobile Marketer - Strategy | Local Mobile Marketing Insider | Scoop.it
It is evident that mobile has captured the attention of many top brands, and technologies such as QR codes and augmented reality have helped pave the way.
Martin Maybruck's insight:

Are Mobile Payments going to be the biggest mobile technology to capture consumer interest in 2013?

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Steven Vargas's comment, January 29, 2013 10:37 PM
Consumers are becoming more comfortable making purchases using their smartphones and companies such as Starbucks, McDonald’s and Dunkin’ Donuts are making it easy for consumers to order their favorite meals and beverages and pay for it using their mobile phone.

Very telling statement.
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OpenTable Buys Foodspotting For $10 Million to Get More Social

OpenTable Buys Foodspotting For $10 Million to Get More Social | Local Mobile Marketing Insider | Scoop.it
OpenTable, the popular online restaurant reservation service, announced Tuesday that it will acquire food discovery app Foodspotting for $10 million.
Martin Maybruck's insight:

This is very important for restaurants. Do you do restaurant marketing online, offline or on mobile?


"The primary areas of focus for us are mobile, providing really rich content and social," OpenTable's CEO Matthew Roberts

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Steven Vargas's comment, January 29, 2013 2:40 PM
Interesting. You rate dishes and not just restaurants. I've heard of foodspotting before but never really looked into it.
Martin Maybruck's comment, January 29, 2013 3:00 PM
would be a good app for me to use - being a vegan