The Network

A Berry Network Blog

Demand runs high for mobile marketing as consumers embrace mobile devices

The passion for mobile devices has translated into a new “always-on” reality for consumers.  In fact, 9 out of 10 consumers almost always have their mobile devices with them – according to immr (a research-based consultancy). This always-on reality gives marketers the ability to get closer to their desired audiences than ever before. Over the past two years, Smartphone adoption in the US has exceeded 61%1 and Tablets have become significantly more affordable and mainstream. As a result, the constant connectivity gives consumers the ability to interact with businesses anytime and anywhere.  Businesses are taking notice and have begun to embrace the new always-on consumer reality. Marketers are realigning budgets to ensure ads appear wherever their audiences’ eyes are focused. eMarketer projects the amount spent on mobile advertising in the US will total $14.9 billion in 2014. As demand grows, mobile marketing options continue to expand and improve. Mobile marketing strategies need to be individually customized for each business based on their product/service set and objectives. In some cases, mobile marketing might be as easy as adapting your website to make it compatible with mobile devices. Other businesses may benefit from a more complete mobile marketing strategy that includes mobile search and mobile display components. Berry Network offers a wide-variety of mobile marketing options at varying price points – including Mobile Search, Mobile Display, SEM/SEO, LLM, SMS and other lead gen solutions. One example of a particularly effective mobile product we offer is the YP Mobile product – as explained in this short video.  Mobile marketing is changing fast and it can be a little intimidating, but our team of digital experts can design a mobile marketing program that will complement your existing advertising and help you capture the eyes of your always-on consumers.   Source: 1 Nielsen – Mobile Majority: US Smartphone Ownership Tops 60% June 2013

It's All About Location, Location, Location!

Chances are you conducted a great deal of research in deciding the exact street upon which to place each of your locations. Great consideration was likely given to population density, target demographics, foot traffic and local consumer expenditures – in order to position your business in the ideal neighborhood. Now it’s time to own your target audiences in those neighborhoods – online, on tablets, and on mobile devices.  A recent Forrester study found that 82% of US online adults research products and services before buying. But, after conducting online research, most shoppers still make their purchases in a local store!  That’s why localization is vital for advertisers. Localized advertising helps maximize online reach within your business neighborhoods and move consumers from online shopping to an in-store purchase. Localization is a sophisticated blend of art and science The scientific part of the localization process involves: Geo-targeting to pinpoint the demographic and psychographic composition of the audiences around each business location Utilizing local inventory sources across all channels to ensure advertising appears on the right sites Creating a competitive analysis that includes frequency of advertisements, bid pricing and share of traffic in local markets Completing the localization process requires an artistic finesse. The advertising design must incorporate creative treatments that include local copy, local content, local photos and ratings/reviews – all of which significantly increase engagement and help national brands compete locally. Eliminate waste and maximize reach Launching geo-targeted, cross-channel digital and mobile media buys around each of your locations will eliminate waste and maximize reach within your target locations and upon the devices consumers use when researching their next purchase. The way consumers shop has changed forever; and that can be a very good thing for businesses who know how to leverage the power of location across all their digital campaigns.

What's all the fuss about Local Listings Management?

Local listing management is one of the hottest topics within Internet marketing; yet it confuses and overwhelms many business owners. In this blog, we’ll help clear up the confusion and provide some useful tips to help business owners make informed decisions to harness the power of Local Listing Management. Why are Local Listings so important? There are more people conducting online searches for local businesses than ever before. In fact, the Kelsey Group has identified 70% of US households now use the internet when shopping locally for products and services. It’s never been more important to ensure your business is accurately listed in as many online directories as possible. Supplying information about your business to these touch points, or local listings, is crucial to your business being found in an online search by a potential customer.  Establishing and maintaining a strong local listing presence helps businesses rank higher in organic results when potential customers search for your business. Plus, local listings are more important to consumers than you might think. Research by comScore has identified online searchers find local and organic results to be 7 times more relevant and 8 times more trustworthy than paid results!   Why do businesses outsource the management of their Local Listings? It takes a substantial commitment of time, manpower and dedication in order for a business to manage its own local listings. There are literally hundreds of digital touch points and online directories, but some companies like to manage the process internally. The basic steps of the process are outlined below:   Claim listings at multiple local listing websites – such as Google, Yahoo Bing, Ask, CitySearch, etc. Update listings with your business marketing information – and include text for web and mobile searches, as well as categories, photos, coupons, videos, images, etc.  Clean-up inconsistent data – Since local listing websites obtain data from multiple sources there could be multiple listings for a single business address. Delete or merge any duplicate listings to avoid confusion. Monitor consumer reviews – on all local listing websites. Monitoring, managing and responding to reviews is an important process and doing so will help you retain and acquire new customers.   How can Berry Network help? We know businesses often spend countless hours researching, distributing and manually updating their business listings – only to achieve lackluster results. That’s why Berry Network has introduced a new Local Listing Management (LLM) solution. Our experts will manage your local listings and do all the work for you! Berry Network has developed a one-stop identity management service for local businesses, which provides access to virtually all of the search sites consumers use to find information. Our LLM solutions are bundled into easy-to-use packages that include a combination of claiming services, list distribution, monitoring services, updating services, content enhancement development and reporting. You pick the package that best fits your needs and your budget and we’ll deliver results.   Local Listing Management is critical step to ensure your business information is listed correctly in search results so customers can find accurate information about your business when they’re searching.  At its core, our Local Listing Management solution provides a single point of entry for the creation and distribution of enhanced business profiles that are distributed to all major outlets, including: Google, Yahoo, Bing Data Providers – Localeze, Infogroup, Acxiom Online Yellow Pages – Superpages, YP.com, Yellowbook Social networks – Yelp, Foursquare, Facebook Portals and guides – AOL, Mapquest, Cityearch Cell phones and mobile apps – Blackberry, iPhone, Android 411 directory assistance GPS navigation and telematic services – OnStar What should you do? Local listings are far too valuable to be ignored, so don’t leave them to chance. Simply decide if you want to invest the time and resources to manage the process in-house or utilize Berry Network’s LLM solution. Remember, the goal is to accurately list your business, monitor your presence and enhance your online profile! To get more information about Local Listings Management, please contact Berry Network today at 800-366-1264.