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[26 Mar 2015 | No Comment | ]

 
Selling National Accounts for Local Targeting
Travis Arthur, VP of Partner and Strategic Accounts, ReachLocal
Rick Hanna, CEO, Mspark
Corey O’Donnell, VP Marketing, Brand Networks, Yodle

National accounts seem out of reach for many local channels. What are the best ways to reach into them, and sell services? What are they especially looking for from local channels? We’ll discuss …

BIA/Kelsey NATIONAL, Conferences, Mobile, Online/Interactive, Shopping, offline »

[25 Mar 2015 | No Comment | ]

Brendon Kraham is Google’s Director of Emerging Ad Sales and Product Strategy, and his job, essentially is as “Building and scaling Google’s next billion ad products.”
Speaking this morning a BIA/Kelsey’s NATIONAL conference here in Dallas, Kraham talked about the progression in leveraging the estimated 150 daily smart phone “micro moments” into sales. The micro moments …

BIA/Kelsey NATIONAL, Conferences, Online/Interactive »

[25 Mar 2015 | No Comment | ]

In a talk this afternoon at BIA/Kelsey’s National conference, Ryan Davis, who runs the local business for the Weather Channel, described the Weather Channel as a collection of local sites with really scalable content. Davis talked about Weather’s partnerships with local television stations to maximize the national to local opportunity inherent to weather-related content.
“Why are we partnering …

BIA/Kelsey NATIONAL, Conferences, Mobile, Online/Interactive »

[7 Mar 2015 | No Comment | ]

Three trends are changing the way brands find and engage with customer at the local level –the shift to mobile, the emerge of programmatic buying and the increasing ability to measure performance in real time.
These trends, and how marketers can take advantage of them, will form the foundation of Kenshoo CMO Aaron Goldman‘s Day 2 …

BIA/Kelsey NATIONAL, Conferences, Leading in Local: The National Impact, Mobile, Online/Interactive, Video Posts »

[6 Mar 2015 | No Comment | ]

 

National brands are increasingly seeing how changes in mobile technology, particularly the ability to combine location awareness with predictive analytics, will completely transform advertising. This is the message Dan Eckert, Managing Director, Emerging Technologies, PriceWaterhouseCoopers, will deliver in his keynote address on Day 3 of BIA/Kelsey NATIONAL conference, March 25-27, in Dallas.
“There is this new …

Mobile, Online/Interactive, Yellow Pages »

[4 Mar 2015 | No Comment | ]

YP has made a major push in the past week to become a bigger player in search and to do more to monetize its own search traffic on YP.com, as well as its mobile apps. In the past week the company has made two significant search related announcements.
Last week, YP unveiled ypSearch, a new search …

Newspapers, Online/Interactive, Sales Best Practices, Traditional Media, Yellow Pages »

[2 Mar 2015 | No Comment | ]

Traditional media companies struggle to find the right formula for digital sales. The challenge isn’t really about deciding whether to go with a pure digital only approach v. relying completely on existing legacy sales resources. The decision matrix is much more complex than this binary choice. Publishers need to use their existing sales assets to grow …

Mobile, Online/Interactive, Yellow Pages »

[22 Jan 2015 | No Comment | ]

We live in a multi-screen world, where an action begun on one device is often completed on another. Marketers are eager to follow a consumer all the way along this cross-device chain of actions. That’s the cross-device retargeting challenge, and YP has entered the game with a new product, aptly named Cross Device Retargeting, that …

Online/Interactive, Sales Best Practices, Traditional Media »

[6 Jan 2015 | One Comment | ]

Many traditional media companies struggle with how to build their digital sales organizations. Should they recruit a digital only sales force — and if so, what are the pitfalls and best practices? If an organization chooses an integrated model — how do they beat the trap where 80 percent of existing reps retreat to the …

Mobile, Online/Interactive, Social »

[19 Dec 2014 | 2 Comments | ]

Every December, BIA/Kelsey analysts are challenged to make predictions for the coming year in their coverage areas (directories, mobile, sales, search, social, transactions & loyalty, video). This year’s batch, BIA/Kelsey’s 2015 Analyst Predictions came out last week on the eve of our Leading in Local: Interactive Local Media conference in San Francisco.
BIA/Kelsey analysts submitted more than …

BIA/Kelsey NEXT, Mobile, Online/Interactive, Social »

[15 Dec 2014 | 4 Comments | ]

 
Surviving the shift from tradition to digital revenue may not be the most challenging transformation for media companies. Speaking at BIA/Kelsey’s recent Leading in Local: Interactive Local Media conference,Christopher Lee, president of Deseret Digital Media, offered a primer on staying ahead of revenue’s transition from traditional to digital to “mobile ready.”
One of the key’s to …

BIA/Kelsey NEXT, Online/Interactive »

[10 Dec 2014 | No Comment | ]

Court Cunningham has as good a handle as anyone on what makes small-business advertisers tick. As CEO of Yodle, Cunningham’s daily challenge is figuring out how to optimally sell digital marketing solution to SMBs. It’s a vexing problem that has challenged some of the best minds in local search.
In his wide ranging keynote presentation last …

BIA/Kelsey NEXT, Conferences, Online/Interactive »

[5 Dec 2014 | No Comment | ]

 
How is Pinterest working with SMBs? How does programmatic work at the local level? How is Google shifting its proposition to resellers? What is going on behind the scenes at Amazon? Which service model has the most potential — do it with me, do it for me or do it yourself? Just a few of …

BIA/Kelsey NEXT, Conferences, Online/Interactive, SMBs »

[4 Dec 2014 | No Comment | ]

 
Pinterest has “hundreds of thousands of small business, with thousands signing up every day,” according to Joel Meek, head of partner online sales and operations at Pinterest. Yet the social bookmarking site is still in the early stages of making money off SMBs.
Meek was speaking this morning at Leading in Local: Interactive Local Media, here in San …

BIA/Kelsey NEXT, Conferences, Online/Interactive, SMBs »

[3 Dec 2014 | No Comment | ]

 
Some of the core themes today on Day 1 at Leading in Local: Interactive Local Media in San Francisco were evident in the even’t robust Twitter feed. The sharing economy (and its cousin the “1099 economy”), the growth of video, the emergence of native and programmatic, and the urgency to transform were all front and …

BIA/Kelsey NEXT, Conferences, Online/Interactive »

[3 Dec 2014 | No Comment | ]

Clark Gilbert is a respected authority on digital transformation — he’s studied it at the Harvard Business School and he’s put his ideas into action at Deseret Digital Media. Today at BIA/Kelsey’s Leading in Local – Interactive Local Media conference in San Francisco, Gilbert offered a checklist of milestones traditional media companies need to hit …

Online/Interactive, Sales Best Practices »

[23 Oct 2014 | No Comment | ]

10/23/14: Post updated to include a link to download Stacey Sedbrook’s presentation this week to the Inland Press Association.
“Change is hard. It takes a lot of effort. Sustaining change is even harder.”
BIA/Kelsey’s Stacey Sedbrook offered a sales transformation clinic this week at the Inland Press Association’s annual conference in Chicago.
The success or failure of any …

Online/Interactive, Yellow Pages »

[14 Oct 2014 | No Comment | ]

Dex Media announced today that former Yellowbook CEO Joe Walsh will take over as its President and CEO, replacing Peter McDonald.
It has been widely rumored for some time that Walsh was in line for a key role at Dex Media. Walsh and his former Yellowbook colleagues Gary Shaw and Gordon Henry have recently been doing …

Online/Interactive, Yellow Pages »

[13 Oct 2014 | No Comment | ]

The Yellow Pages brand is both blessing and curse for those trying to morph legacy directory businesses into digital solutions providers for SMBs. Yellow Media CEO Julien Billot conceded as much in his keynote presentation at BIA/Kelsey’s recent SMB Digital Marketing conference in San Francisco. However Billot believes the smarter play is to invest in transforming …

BIA/Kelsey SMB, Conferences, Mergers & Acquisitions, Online/Interactive, Yellow Pages »

[23 Sep 2014 | 2 Comments | ]

The big announcement this morning at Leading in Local: SMB Digital Marketing — The Berry Company has acquired LocalVox for an undisclosed amount. Berry was already an investor in LocalVox and has been one of the leading resellers of the marketing automation firm’s LocalCast product.
Laura Cole, Berry’s VP of Marketing, told us the acquisition was …