Be In The Know Blog

Marketing in 2017: Why Mobile, Social, & Video Will be Crucial

Posted by Zuri Stanback on January 24, 2017 at 9:49 AM

2016 was a crazy year, but as we look to the year ahead, there are some important lessons we can learn from it, especially in regards to the growing importance of mobile devices in the digital landscape, shifting trends in social media and the absolute dominance of streaming video content. Here's everything you need to know as you prepare for marketing in 2017.

Mobile Search: It's Not Just for E-Retailers Anymore

Back in the early 2010s, many viewed mobile devices as the enemy of physical retailers, as the trend of "showrooming" (looking at something in a store and then buying it cheaply online) gained notoriety. However, it increasingly looks like mobile devices are driving more customers to physical retailers, not just to window shop, but to make purchases as well. According to data released by Google back in May, mobile search is driving consumers to stores in physical, trackable ways. Moving into 2017, it has never been more important for marketers to ensure that they are using the power of mobile search advertising to drive consumers to their storefronts. The mobile-first world is definitely here, and using the power of mobile search will give marketers their best shot at reaching consumers who continue to use their smartphones to find the local products and services they are interested in.

Read More

Topics: Mobile Optimization and Advertising, Social Media Marketing, Video Advertising

Mobile Usage is Climbing - Stay Ahead With Mobile-Friendly Marketing

Posted by Ashley Rios on December 21, 2016 at 11:13 AM

For the last decade, marketers have been hearing all about the mobile revolution, the point at which mobile usage would overtake desktop usage as the primary way consumers access the web. And now, according to a new comScore report, the revolution is here: 65 percent of all digital media time is now on mobile devices. Desktop usage is down 12 percent compared to 2013, comprising only 35 percent of time spent online. So now that the mobile revolution has arrived, how can marketers stay ahead of the curve?

Read More

Topics: Mobile Optimization and Advertising

Mobile Search Trends to Tap Into Your Customers' Habits

Posted by Ashley Rios on December 7, 2016 at 1:04 PM

Google has just released data showing the recent shifts in mobile search trends, and these shifts have major implications for marketers. Even accounting for the fact that study participants already personally owned a computer and a mobile device, the trend is clear — more searches are happening on smartphones than on computers. Here are some key findings.

Search Has Gone Mobile

  • Some 40 percent of respondents used only their smartphones for daily Internet searches.
  • 57 percent of smartphone users use more than one type of device.

Read More

Topics: Mobile Optimization and Advertising

How to Attract Customers With Mobile Search

Posted by Ashley Rios on October 3, 2016 at 2:06 PM

It's no secret that consumers are increasingly tied to their mobile devices, and while some business owners may look at this trend and shake their heads, thinking that this movement toward digital spells eventual doom for their physical business, nothing could be further from the truth. In fact, data recently released by Google shows that mobile search is driving consumers to stores in physical, trackable ways. How can you make sure that your business is taking full advantage of this trend? Here's how to attract customers using mobile search:

Read More

Topics: Mobile Optimization and Advertising, Local Listings Management

Comparison Shopping: How Does Your Business Hold Up?

Posted by Alyson Phillips on September 19, 2016 at 1:47 PM

In a world where almost anything can be bought on Amazon or eBay for a rock-bottom price, many business owners have been dismayed not only by decreased foot traffic, but also the practice of "showrooming," where consumers use brick-and-mortars merely as comparison shopping venues, to then purchase an item online, later. Small and medium-sized businesses (SMBs) have been fighting back in recent years, though, with some proven tactics that are helping to stem what can feel like an overwhelmingly negative tide.

Read More

Topics: Responsive Design, Paid Search Engine Marketing, Mobile Optimization and Advertising

Are Your Mobile Ads Getting People to Your Store?

Posted by Zuri Stanback on August 29, 2016 at 1:23 PM

More than 90 percent of retail sales happen offline, as Marketing Land notes, but much of today's shopping journey happens online. Thankfully, lift studies that link online behavior with in-store visits are becoming more readily available. These metrics allow you to measure in-store visits driven by your mobile ad campaign to learn precisely how well it's performing.

Previously, it was a challenge to link online ad exposure to offline sales, but with mobile's geolocation data, vendors — who serve mobile ads — can measure the number of customers who visit a retail location after seeing said mobile ad. For instance, Facebook offers location-based awareness ads that show stores "near me," and offer calls-to-action such as "directions" or "call." Now those ad reports include a store visits metric, which enables you to see how many people came to your retail location after seeing your Facebook ad and analyze results across multiple locations — but there are many ways to crunch the numbers.

Read More

Topics: Mobile Optimization and Advertising

Let Mobile Search Trends Help Market Your Business

Posted by Chris Williams on August 8, 2016 at 1:24 PM

When it comes to mobile search, trends indicate there seems to be no stopping the rush of traffic it delivers — and you can let this boom go to work for you. Mobile searches exceeded fixed internet access back in 2014, according to Search Engine Watch, changing the way businesses operate forever. Now, according to a recent Google study, 1.5 billion people visit destinations related to their searches each month. Small- to medium-sized local businesses are in a prime position to take advantage of this shift.

Read More

Topics: Mobile Optimization and Advertising, Paid Search Engine Marketing

Auto Dealer Marketing in the Digital Age — a Micro-Revolution

Posted by Brooke Moody on August 3, 2016 at 11:31 AM

When it comes to auto dealer marketing, these days, the first rule is not to talk about the dealership. According to a new study from Google, a customer can make as many as 900 digital interactions in the lead-up to purchase. By comparison, the same customer will only visit two dealers in the process.

This doesn't represent an entirely new way of doing business. Dealerships have long known that customers can take months to process a car-buying decision. But with the ease of information readily available on mobile, consumers are now researching while standing in line at the grocery store, waiting to pick up their kids or over lunch. Getting those customers in the door is a matter of how you interact with them in the micro-moments during the path to purchase.

Read More

Topics: Integrated Marketing, Local Listings Management, Mobile Optimization and Advertising, Video Advertising, Content Marketing, Automotive

Why Mobile Search Strategy Matters: Tips for Local SMBs

Posted by Zuri Stanback on July 18, 2016 at 2:16 PM

If your customers are like most people, they have their smartphones on them throughout the purchase process. With a good mobile search strategy, you can focus on them when it matters most — when they're nearby. A killer mobile strategy will turn smartphones into your best influencers and lead customers right to your door. First, you want to be sure your website has a responsive design to optimize it for mobile. Then, you can get on to the good stuff: building your mobile-centric search strategy.

Give the People What They Want

Searches that happen on cell phones, so-called "mobile-centric" searches, are a powerful way to gain customer insight. By looking at the mobile-centric searches for your category or brand, not only will you learn what people are searching for when they find you, you'll know where they are when they're looking — at home, on the street or right in your store. Taken altogether, this data can give you critical information about what your customers want. Whether it's an address, a phone number, or a special deal, be sure your ads are tailored to provide that information.

Read More

Topics: Mobile Optimization and Advertising, Search Engine Optimization (SEO)

Navigating the Consumer Buying Process in 2016

Posted by Alyson Phillips on July 13, 2016 at 1:12 PM

The retail store is no longer the one-stop shop it was in the past. Consumers have no shortage of options when it comes to shopping, and it's not just brick-and-mortar stores versus online: Smartphones, tablets, and desktop computers all offer their own advantages when it comes to shopping.

Consequently, few consumers stick to just one channel for conducting their shopping business, even when considering a single product. In fact, a Marketing Land survey shows that 90 percent of shoppers actually use smartphones for shopping in stores. This behavior has cultivated a consumer buying process that is hard to track and even tougher to predict — but marketers are finding tech solutions that enable effective tracking from one channel to the next, and even provide options for leveraging this multichannel utility as an asset.

To succeed in 2016, brands can't ignore the ever-shifting presence of consumer activities. Instead, it's critical to anticipate this sort of behavior and build a marketing strategy that accommodates this new approach.

Read More

Topics: Mobile Optimization and Advertising, Integrated Marketing, Social Media Marketing

Stay Connected

Subscribe to Email Updates

Free Resources

Click here to visit our archive of free eBooks and White Papers