Posts Tagged ‘Yelp’

Three Thoughts for Marketers in a Local, Connected World

Friday, November 8th, 2013

As our world continues to grow in population and evolve in our use of technology, the way consumers search for their niche is also continually changing. Along with this continued expansion, we are inversely becoming more personal and more local in our choices as consumers. In turn, this transition must be addressed by marketers everywhere.

Here are three thoughts for marketers to ponder as we continue to accommodate the growing need for consumer localization.

1. People are local:

According to current trends, by the end of this decade our world’s population will hit 8 billion. Every one of these people will be local in their behaviors. They’ll have favorite local restaurants, take their money to local banks, shop at local malls and purchase insurance locally. This trend, however, isn’t new. People have always stuck to what they know, and they’ll continue to do so.

2. The more connections, the smaller and more local the world becomes:

In 2020, it’s predicted that there will be 50 billion devices connected to one another through the internet. Though it may seem like this would cause distance between people and with their devices, it’s rather the opposite! Along with the increased number of devices worldwide, this increase in technology brings relevant, local information to the consumer’s fingertips. With a quick Google search, people are able to look up the most convenient bank branch, use Yelp to read reviews of a popular restaurant, or use Facebook to take advantage of an offer from a page the person has LIKED.

3. The cloud lets marketers localize their message:

With more connections, marketers are gaining more opportunities to add local content to their messages across platforms. Thanks to the rise of availability of geodata, marketers can now direct tailored messages to people and consumers based on what they like and where they’re located. The cloud personalizes marketing to the consumer. In a way, it’s not the technology that is connecting the world, but rather the marketers who are enabling users to live the way they prefer locally.

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The Jane Austen Guide to Social Media

Thursday, February 11th, 2010

The what? Yes, you read that correctly. Jane Austen was more than just a supremely divine author (I’m a diehard fan, can you tell?), she was also the source of some very accurate observations that can be applied to the new social media realm.The modern Austen? Photo by Theo Westenberg

Silly things do cease to be silly if they are done by sensible people in an impudent way. ~ Emma

Many people consider things like Twitter and Facebook to be “silly” wastes of time. However, put a knowledgeable person behind a keyboard on one of these forums and watch what happens. You’ll notice that a steady stream of comments about sandwiches and celebrities will quickly transform into an invaluable information feed.

Everybody likes to go their own way–to choose their own time and manner of devotion. ~ Mansfield Park

Check that out – the brilliant Austen, in all her glory, predicted the demise of “push marketing” before anyone else! No one wants to be told what to do and when to do it, and this is directly connected to our current obsession with social forums. People would much rather turn to review sites like Yelp or TripAdvisor than take their cues from more traditional marketing efforts (i.e. print advertisements). That’s not to say that those aren’t important. It’s just that now most people want to hear from other folks about their real-life experiences, and then make decisions based on the candid opinions and feelings that they share. Jane was on to something big. (more…)