Can Google Win On-Demand Home Services?

Can Google Win On-Demand Home Services?

As we enter what we're calling phase II of local the on-demand economy (LODE), the environment will be defined by vertical expansion, M&A activity, and a fair share of flameouts. We're already seeing the latter, with companies like HomeJoy and GoodEggs.…

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BIA/Kelsey Vertical Reports: Turbulence Ahead In Financial Services

BIA/Kelsey Vertical Reports: Turbulence Ahead in Financial Services

BIA/Kelsey has released its 2015 Insights into Local Advertising report for the Financial Vertical. The report provides BIA/Kelsey’s estimates of marketing and advertising spend in each of the major segments of the Financial Services industry.

One important takeaway is that financial services are undergoing rapid transformation due to automation, innovation in financial technology and changing consumer preferences that favor smaller more service-oriented banks.

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Local Retail Poised For Digital Expansion

Local Retail Poised for Digital Expansion

Retail SMBs are more poised than their counterparts in other verticals to adopt sophisticated digital advertising and marketing. This is clearly shown by BIA/Kelsey's Local Commerce Monitor ™ (Wave 18) survey of small businesses. Retail SMBs are already highly oriented to…

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Entertainment Value: SMBs Have it Too

SMBs in the entertainment vertical love video advertising. We're talking movie theaters, event venues, catering, on-demand performers*, etc.. As is conducive to their craft, they're big fans of online video, particularly website and YouTube videos. They're also big on cable…

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At BIA/Kelsey NATIONAL: Talking to Brands From Different Verticals

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 that emerge when blending efforts to gain new customers with promoting brand awareness. In Short: customer acquisition is a common theme for service-oriented businesses, brand awareness is a secondary concern.

Driving more customers to local businesses is the most important goal, said Dave Moody, Director of Field Marketing at Service Experts Heating & Air Conditioning. Online marketing is only as useful as the actual revenue it drives back to local service branches, he said. “A click doesn’t mean much to me. The end goal for us is to get into a customer’s home, and we’ve worked on our SEO and search marketing efforts to drive more calls and requests for appointments.”

Service Experts has shifted their online strategy from search marketing (SEM) spending to direct-response offerings.

“We’re not paying for a lot of ads, we’re more invested in a pay-per-call advertising, including yellow pages and direct mail,” Moody said. That sentiment was echoed by Keith Dailey, Director of Internet Marketing for UniGroup, the parent company of United Van Lines. He added that in addition to creating a channel for driving more leads to local locations, an objective that guides marketing strategy for UniGroup is ensuring that location listings are consistently maintained and always accurate.

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