In the mobile era, listings are increasingly useless without context. Businesses need to be found via LAT/Long; and they need to shape their business identity using all the tools at their disposal. In recent years, it has gotten even more complex with the addition of social media, content marketing and other channels.
No one has emphasized these realities more than UBL CEO Doyal Bryant. Hence UBL’s newly announced global partnership with MomentFeed, a provider of a digital marketing platform that connects brands and consumers at the local level for top brands ranging from 7-Eleven and Coffee Bean and Tea Leaf to JCPenney and The Home Depot.
Together, UBL and MomentFeed are seeking to establish a new mobile social anchor for business search and discovery. Besides the Enterprise customers both companies are working together on, they will be working with UBL’s SMB channels to integrate social media with its presence and profile management.
BIA/Kelsey talked this week with UBL CEO Doyal Bryant and MomentFeed CEO Robert Blatt to get their perspective on why this partnership will be compelling.
“When we began (several years ago), it was all about the website,” said Bryant, who noted he has already sent “thousands” of customers to MomentFeed. “You built a profile and focused on being found and having it all sync correctly. But it’s changed due to what is happening with social media and fragmentation.” The change has become “core to the business,” he said.
MomentFeed’s Blatt seconded the thought. “It is amazing how much we have moved from the search paradigm of 18-24 months ago,” noted Blatt. “Now search has moved to mobile devices. It has moved off the browser onto the App.”
“Your top priority is suddenly claiming your Google Plus page, and making sure the Facebook Local Page is running, and that there is a place page for each location on your website,” said Blatt. “And that there is accurate and engaging content and interaction for all three places between suppliers and retailers at both the national and local level. That’s the future of digital shop and marketing.”
Blatt feels that MomentFeed’s partnership with UBL allows businesses to get the best of both worlds. They can help businesses “do the job” on Facebook, Google, Foursquare, Instagram, Twitter, Yelp (and soon, Bing), as well as the multitude of listing networks that are often vertical market specific, such as restaurants and travel.
Looking forward, the focus will be on the engagement piece. MomentFeed has taken a lead in turning Instagram into media, for instance. “We let businesses do it, curate it, and then send a follow-up letter,” he said.
Tracking business results via analytics will also be key. It all leads to a linkage between marketing activity and business results, said Blatt. The company will correlate the marketing activity around a location with the revenue and foot traffic at that location.