The New Factors Facing SMBs In The Loyalty Game

The New Factors Facing SMBs in The Loyalty Game

Accenture released a report that declared loyalty points are dead for consumers and there are new factors at play influencing consumers' choices for loyalty. The Accenture Strategy report, ‘Seeing Beyond the Loyalty Illusion: It’s Time You Invest More Wisely’, captures…

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2017 The Year of Video Marketing ?!

HighQ a provider of cloud services just released an infographic calling 2017 the year of video marketing. Where is the bulk of video marketing happening in 2017? Social media and mobile are big players (Facebook, Snapchat, Twitter) and according to the…

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Why Local Markets Are Best Positioned For Growth

Why Local Markets Are Best Positioned for Growth

"Industry consolidation has mitigated local market analysis and study," BIA/Kelsey's executive-in-residence Maribeth Papuga argued in yesterday's webinar "New Localism: Why Local Markets Are Best Positioned for Growth." Papuga, a 25-year media, marketing and advertising veteran, was most recently EVP of local…

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NOW|Seattle: Localizing Global Logistics

NOW|Seattle: Localizing Global Logistics

The “new normal” in local competition blends intimate customer experience with supply-chain and logistical insights. Customers now expect to get a product or service tuned to their specific needs in near real-time, or “on-demand.” When we talk about the local, on-demand economy, we’re talking about marketplaces in which product marketing is blended with data to create surprising experiences, such as an Uber car that materializes in minutes at the curb or a great meal delivered to the home, among just a few emerging services.

We’re pleased to announce the panel, Localizing Global Logistics, at BIA/Kelsey NOW | Seattle, on Feb. 18th. It features Brooke Steger, General Manager of Uber in the Pacific Northwest, David Galvan, VP of Business Development and Strategic Alliances for MasterCard, and Adam Burrows, SVP of Business and Corporate Development at HomeAdvisor.

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Local On-Demand Economics: Conversational Intelligence will Supplant SEO


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 interaction between merchants, brands and customers will take place in rich media environments where the click is only one step, albeit still important, to improved customer engagement, satisfaction and conversion rates. We’ll be covering this emerging economy at BIA/Kelsey NOW in June (sign up today for the early-registration discount), but the topic is a hot one at our NATIONAL Conference this week.

“You’ve got so much information from just the click [on Google], but we have hundreds of keywords [in each call],” Jeremiah Wilson, founder and president of LogMyCalls, said in an on-stage conversation. That is an important insight that extends beyond marketers to political operatives and all breeds of persuasive messaging will need to embrace in the Local On-Demand Economy. It requires immense listening skills, algorithmic creativity and judicious use of insights to engage the person at the other end of a transaction.

The explosion of data in the enterprise during the last decade will be arriving in local markets through hosted services and resellers, such as media and marketing services companies. Search, which has dominated the past decade will continue to grow, but as we’ve heard repeatedly throughout the BIA/Kelsey NATIONAL Conference, there are many more steps to personalize the engagement with consumers.

The conversation, the basic unit of human communication (tweets, to provide contrast, are fragments of conversations), will be the new locus of analysis as the digital engagement model diversifies and lengthens the customer relationship to include pre-sales to post- and repeat-sales delivered to individual users. People think primarily in terms of their local context when

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