It turns out reports of voice calling’s death are greatly exaggerated. Despite an explosion in data usage and mobile messaging, voice calling — facilitated by search and virtual assistants — remains a popular activity among mobile users. A lot of those calls are going to local businesses, where they are more likely to convert to revenue than web forms or emails.
The past few years have seen the introduction of a whole universe of new tools designed to address individual aspects of digital marketing. In 2016, we will see a shift away from many of these discreet, single-purpose tools toward more comprehensive marketing solutions, DataSphere’s Gary Cowan predicts. Here’s a look at five ways SMB local marketing will mature in the coming year.
Marketers face a number of big challenges today. One is pinpointing their audiences as they move from device to device — and then from platform to platform on those different devices. Another is making sense all of the data consumers generate in the scores of micro-interactions they have every day across the devices and platforms they use. A third is online-to-offline attribution. The partnership with IRI that PlaceIQ announced today is a step toward tackling these hurdles.
Apple has established a new standard for conducting “nearby” searches, thanks to an enhancement to the Apple Spotlight search functionality. This moves the consumer down the path to purchase in a few significant ways, including proactive local search content and results that change by time of day.
The worlds of on-demand and deep-linking took another step closer when ride-sharing giant Uber announced a new mechanism for app developers to incorporate a button for users to request an Uber driver. Expect to see more of this kind of app integration among on-demand services, giving the market leaders greater scale and distribution.
Cyber Monday was one for the record books. U.S. shoppers spent nearly $3 billion through digital channels, making it the single largest online sales day in history, according to Adobe, and continuing a string of firsts this holiday season. Mobile continued to display strong momentum from the holiday weekend in driving website traffic and sales.
Cold-calling techniques have a notoriously low success rate for hyperlocal vendors trying to onboard new merchants, but it was an unsolicited drop-in that led to The American Grilled Cheese Kitchen’s successful three-year relationship with ChowNow, an online ordering system and marketing platform for restaurants.
If U.S. consumers proved reluctant to spend their Thanksgiving holiday in stores, they demonstrated few qualms about shopping online. Digital commerce was up significantly from 2014 levels. The momentum continued into Black Friday, which also saw brick-and-mortar spending reach its highest totals since 2012. The biggest winner over the holiday weekend was mobile: Its share of website traffic and online sales reached record highs.
The holiday season isn’t just a big time of year for retail spending; it’s also a big time of year for retail spending data. The stats indicate one common trend: Purchasing is going to be more omnichannel than ever. Here’s a rundown on some key data points for this holiday shopping season.
Around the holidays, consumers tend to spend a lot more time on multiple devices, altering standard shopping habits and behaviors. This means brands and businesses need to ensure they are accurately and competitively represented in search, social, and mobile channels, and that social engagement and advertising efforts are properly targeted to the right consumers at the right times.