The times are a changin’ when it comes to SMB customer acquisition. Non-traditional options — including the use of social media, mobile targeting and promotional calls to action — provide opportunities for SMBs looking to take advantage of shifts in consumer behavior.
Few companies have been as energetic in capturing this shift as much as Seattle-based DataSphere, which has quietly amassed 20,000 SMB accounts, making it one of the largest SMB marketing platforms.
Changing with the times, DataSphere is moving its focus away from buying ad space on local Websites. Instead, it has developed a set of services based on mobile ad networks, which can target customers on a geotargeted and just-in-time basis.
The company is also focusing on LocalSaver.com, a coupon portal; and the LocalSaver Network, a distribution network. LocalSaver goes beyond coupons to provide SMBs with enhanced features such as landing pages, updated listings designed to maximize consumer engagement and video. (DataSphere has built videos for 90 percent of its customers.)
The rise in mobile usage, in particular, has led to a major boost in SMBs’ use of geotargeting — and in the availability of geotargeted ad exchange inventory. Seventy percent of LocalSaver traffic is now lat/long enabled, says SVP Gary Cowan.
This is an edited excerpt of a new BIA/Kelsey client brief, “DataSphere: Leveraging Mobile Advertising and Changing Course with 20,000 SMBs.”