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Local Business Data: Marketing Update 12/21/11

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Uploaded on Dec 21, 2011

This week on the Marketing Update, Karen and Mike discuss Groupon spinning Amazon for PR, how people learn about local businesses, marketing going stupid over ads, and how people and brands interact.
Episode #180 - December 21st, 2011
Intro

How to interact on Twtter: Include #HubSpotTV in your tweet!
On the show today is Karen Rubin (@KarenRubin) and Mike Volpe (@MVolpe)
As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday
Groupon Spins Amazon for PR

We had previously reported
http://www.dmnews.com/genius-groupon-...
Amazon.com is taking shots from every direction. Ever since the company launched its Dec. 10 Price Check mobile app promotion, the company has been called everything from ?evil? to ?anti-small business.?
Groupon is ?firing back? by offering a ?Buy Local? promotion that gives customers $10 in Groupon credit for purchasing a daily deal in a physical store.
http://blogs.wsj.com/digits/2011/12/2...
Amazon, the world?s biggest online retailer, on Dec. 10 offered customers discounts if they used its price-comparing smartphone app in a physical retail store. During the one-day promotion, shoppers could have gotten a 5% discount, up to $5 each, on up to three qualifying items.
The daily-deals site?s offer comes after Amazon?s major online competitor, eBay, last week offered its own brick-and-mortar promotion. EBay said participating retailers such as Toys ?R? Us, Dick?s Sporting Goods and Aeropostale would give customers $10 in in-store credit if they bought $100 worth of merchandise from the respective retailer?s websites.
Marketing Takeaway: Turn your competition's moves against them.
For Local Business, SEO Trumps Social

http://pewinternet.org/Reports/2011/L... and http://www.marketingpilgrim.com/2011/...
Some 55% of adults say they get news and information about local restaurants, bars, and clubs. When they seek such information, here are the sources they say they rely on most:
51% turn to the internet, including: 38% to search engines, 17% specialty websites, 3% social media
31% rely on newspapers
23% rely on word of mouth
Some 60% of adults say they get news and information about local businesses other than restaurants and bars. When they do:
47% rely on the internet, including: 36% search engines, 16% specialty websites, 1% social media
30% rely on newspapers
22% rely on word of mouth
Marketing Takeaway: Local or not, search engines are critical so work on your SEO.
Marketers Gone Stupid Over Video Ads

http://www.marketingpilgrim.com/2011/...
The numbers come from Break Media?s ?Digital Video Advertising Trends: 2012? report and overall, it shows that video advertising is on the rise. Mobile shows the most growth going from use in 39% of video ads in 2011 to an anticipated 55% in 2012.
Advertisers spent 29% more on video ads than they planned over the past year and two-thirds of advertisers said they?ll spend even more in 2012.
Nearly half of all respondents said ROI was hard to measure and 35% said they could measure it but there wasn?t a big enough return.
Marketing Takeaway: Don't be a lemming, follow ROI not the masses.
Social Media Feature War Update

http://www.allfacebook.com/facebook-t... AND http://blog.hubspot.com/blog/tabid/63...
Google +
Google+ finally responded to what anecdotally seemed to be the most requested feature addition -- the ability to have business page administrators.
Previously, users had to set up Google+ page accounts using a communal login, but now you can assign up to 50 administrators to your Google+ brand page.
Page notification - Instead of navigating to the content to see what it is, there are now sneak previews that show what's new in your stream. You can also now see the +1s and shares your posts have generated since you last checked.
Stream management - adding "graphic-equalize" controls that let you decide which posts are most important to you, and by extension, adjusting what appears in your stream.
Facebook
We?re all learning about how best to use timeline right now, so it?s probably a good thing that brand pages haven?t migrated to this new layout yet.
Likes - Consequently, stories posted when users like your brand?s page may not be shown as the top story on their profile pages for long. Brand likes will be collected together and displayed as a group within the time period the actions were taken. This means that they may drift down the page and be shown with older content.
Apps - Graph Rank adds open graph to the equation, including f

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