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BIA/Kelsey NATIONAL, Conferences »

[30 Mar 2015 | No Comment | ]

The third version of BIA/Kelsey NATIONAL just wrapped last week in Dallas, following our 2014 NATIONAL event in Atlanta and our 2013 event in Boston. Taking twists and turns as it develops, the topic of “national marketing, local targeting” is one that increasingly relies on digital, which represents a significant share of the …

BIA/Kelsey NATIONAL, Conferences, Online/Interactive »

[26 Mar 2015 | No Comment | ]

Chief Marketing Officers are in “an exclusive club that drinks a lot and makes bad decisions,” Dave Walker, Chairman, BizHive, told BIA/Kelsey NATIONAL.
His tongue-in-cheek opening statement set the stage for a rapid-fire dissection of the disconnect that afflicts the national/local conversation. An accomplished marketer who has led go-to-market strategies for Walmart, Microsoft, Toys R Us, …

BIA/Kelsey NATIONAL, Online/Interactive »

[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, BIA/Kelsey NOW, Local Marketing, Local On-Demand Economy, Online/Interactive, SEO »

[26 Mar 2015 | No Comment | ]

If search engine optimization is the primary marketing tool of the Web era, call analysis will be just one tool in the marketing optimization quiver for local conversations. A new category, Conversational Intelligence, will emerge to address the demands for deep personalization in online and physical sales engagements.
As the Local On-Demand Economy (LODE) evolves, more …

BIA/Kelsey NATIONAL, Conferences, Online/Interactive »

[26 Mar 2015 | No Comment | ]

One the first day of the BIA/Kelsey NATIONAL conference, the women attendees wrapped up their day at BIA/Kelsey’s special networking session “Women Leading in Local.” Our speakers for this session were Tina Paparone and Angela Giovine, founders of Happenings Media. Angela and Tina shared their story and discussed techniques for successfully striking authentic chords within …

BIA/Kelsey NATIONAL, Conferences, Content marketing, Online/Interactive, Social, Video »

[26 Mar 2015 | No Comment | ]

Karen Traversi Kovalesi, President & CEO, Geary LSF, a San Francisco integrated digital marketing agency, told BIA/Kelsey NATIONAL that marketers and brands must think across media and organizational boundaries to bring customers to a transaction decision.
“You get business results, not just business tactics,” she said. “Omni-Channel is a mindset, not just a business practice.” Geary …

BIA/Kelsey NATIONAL, Conferences, Mobile, SMBs »

[25 Mar 2015 | No Comment | ]

Today at BIA/Kelsey NATIONAL, real life national brands stressed the importance of social media and local reviews in any location-based ad strategy. This is an always-welcome perspective, given that the BIA/Kelsey stage is usually filled with media companies (sellers) rather than buyers.
Mark Hardison, VP Marketing, El Pollo Loco
Elnora Cunningham, Director, Local Search, Uhaul International
As always …

BIA/Kelsey NATIONAL, Conferences, Online/Interactive, Traditional Media, Verticals »

[25 Mar 2015 | No Comment | ]

Brand advertisers find that striking a balance between traditional and digital media advertising is key to their success at the local level.
During a panel at BIA/Kelsey NATIONAL in Dallas today, brand marketers from across different business categories described on how they manage their localized marketing and advertising activities. The conversation focused on the unique challenges …

BIA/Kelsey NATIONAL, Conferences, Online/Interactive »

[25 Mar 2015 | No Comment | ]

Stacey Sedbrook and Peter Krasilovsky of BIA/Kelsey led a SuperForum to end Day One of BIA/Kelsey NATIONAL. Panelists included:
Steve Lanzano, President & CEO, TVB Local Media Marketing Solutions
Grant Moise, Sr. VP, Business Development, The Dallas Morning News
Ethan Selzer, Vice President, Retail & Regional Advertising, The Washington Post
Pam Taylor, Corporate Director of Digital Sales, Meredith Corp.
All …

BIA/Kelsey NATIONAL, Conferences, Online/Interactive »

[25 Mar 2015 | No Comment | ]

This is a paraphrased report, quotes indicate what was actually said.
Over half of U.S. businesses spend over $1,000 without any predefined customer acquisition goals. Platform providers, agencies and advertisers can be part of the solution, according to AdMall CEO C. Lee Smith who spoke today at BIA/Kelsey NATIONAL.
Franchises, according to BIA/Kelsey, spend 27 percent more …

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

[25 Mar 2015 | No Comment | ]

Jon Czaja, Director, Small Business (North America), Facebook, talks with Abid Chaudhry, Senior Director of Strategy at BIA/Kelsey. This is a paraphrased report, quotes indicate verbatim comments.
Beginning with a walkthrough of what Facebook is doing to help brands connect with local consumers. Facebook has evolved dramatically. Gone are the days of focus on things like …

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. Kraham spoke this …

BIA/Kelsey NATIONAL, Conferences, Forecasts, Local Commerce Monitor, Mobile, Online/Interactive »

[25 Mar 2015 | No Comment | ]

To kick-off BIA/Kelsey NATIONAL, the analyst team sits down to review 2015 – 2019 local advertising across 12 different channels and 94 industries, summarizing key issues for marketers over the next half decade.
Michael Boland, Chief Analyst and Vice President of Content, BIA/Kelsey
Peter Krasilovsky, Vice President, BIA/Kelsey
Steve Marshall, Research Director, BIA/Kelsey
Stacey Sedbrook, Vice President of Strategic …

BIA/Kelsey NATIONAL, Brand Marketing, Conferences »

[25 Mar 2015 | No Comment | ]

“The industry is changing right around us,” Peter Kravilovsky. We’ll be unveiling several new mergers and acquisitions in local media during the week.
At the intersection of national and local marketing, we face an accelerated speed of change, lack of experience talent in interactive, structural changes in the market that challenge traditional marketing practices. The move …

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 NOW, Conferences, Facebook, Funding, Local On-Demand Economy, Online/Interactive »

[19 Mar 2015 | No Comment | ]

Leading up to the BIA/Kelsey NOW Conference, which will debut in San Francisco this June, we’re kicking off a regular series of blog postings on the Local On-Demand Economy (see our white paper). Twice per week, we’ll wrap notable news, fundings and executive moves in the LODE world.
(Click below for full stories)
Does Elon Musk’s Future …

BIA/Kelsey NATIONAL, Conferences »

[17 Mar 2015 | No Comment | ]

When we started the GOLOCAL Awards last year at our Atlanta NATIONAL show, we felt there was a real gap in awareness about the great local campaigns by national and regional brands. The diversity and quality of what was entered in the Awards was incredible.
Now we are wrapping up our Second Edition. Our seven independent …

BIA/Kelsey NOW, Funding, Local On-Demand Economy, Personnel Moves »

[17 Mar 2015 | No Comment | ]

Leading up to the BIA/Kelsey NOW Conference, which will debut in San Francisco this June, we’re kicking off a regular series of blog postings on the Local On-Demand Economy (see our white paper). Twice per week, we’ll wrap notable news, fundings and executive moves in the LODE world.
Top Fundraiser Ever Leaves Uber
Uber Chief Financial Officer Brent …

BIA/Kelsey NATIONAL, BIA/Kelsey NEXT, Call Monetization, Conference Video, Conferences, Mobile, Video Posts »

[10 Mar 2015 | No Comment | ]

The age of big data is playing out in lots of ways. One of the opportune areas it’s colliding with is call monetization. Call analytics providers like Marchex are planting this flag with analytics to derive meaning — and thus ROI — from inbound phone leads.
Following a recent video post from our call analytics session …

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 …