Enterprise Local Marketing Automation Platforms: A ... ??Enterprise Local Marketing Automation Platforms: A Marketer’s Guide ... Choosing an enterprise LMA platform ... Enterprise Local Marketing Automation Platforms:

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  • M A R T E C H I N T E L L I G E N C E R E P O R T :

    Enterprise Local Marketing Automation Platforms:A Marketers GuideF O U R T H E D I T I O N

    A MarTech Today Research Report

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  • 2017 Third Door Media, Inc. http://thirddoormedia.com 1 Email: martechtoday@digitalmarketingdepot.com

    M A R T E C H I N T E L L I G E N C E R E P O R T:

    Enterprise Local Marketing Automation Platforms: A Marketers Guide

    Table of ContentsScope and methodology ........................................................................................................... 2Local marketing overview .......................................................................................................... 3

    Table 1: U.S. local media forecast, 2016-2021 (U.S.$Billions) .......................................... 3Table 2: Breakdown of U.S. local advertising market ....................................................... 3

    National brands invest more in local channels ..................................................................... 4Table 3: National advertisers increase local ad spend ..................................................... 4

    Focus on mobile and social advertising ................................................................................ 5Table 4: How prevalent is social media? ........................................................................... 5

    Click-to-brick economy ......................................................................................................... 5Emerging technologies ......................................................................................................... 6

    Critical elements for local marketing success .......................................................................... 7Table 5: Five steps to effective local marketing ................................................................ 8

    Enterprise LMA tool capabilities ............................................................................................. 10Listing management (including maps) ................................................................................ 10Local SEO ............................................................................................................................ 11Local landing pages ............................................................................................................ 11Paid media (social and search) campaign management .................................................... 12Mobile optimization ............................................................................................................ 12Reputation management (online reviews and ratings) ....................................................... 12Local data analytics ............................................................................................................. 12

    Table 6: Selected LMA platform capabilities .................................................................. 13Choosing an enterprise LMA platform ................................................................................... 14

    The benefits of using enterprise LMA platforms ................................................................ 14Recommended steps to making an informed purchase .................................................... 14Step One: Do you need an enterprise LMA platform? ...................................................... 15Step Two: Identify and contact appropriate vendors ......................................................... 16Step Three: Scheduling the demo ...................................................................................... 16Step Four: Check references, negotiate a contract ............................................................ 18

    Conclusion ................................................................................................................................. 19Vendor profiles ......................................................................................................................... 20

    Balihoo................................................................................................................................. 20Brandify .............................................................................................................................. 22Brandmuscle ........................................................................................................................ 24Chatmeter ........................................................................................................................... 26Mediative ............................................................................................................................. 28MomentFeed ....................................................................................................................... 30Moz Local ............................................................................................................................ 32Netsertive ............................................................................................................................ 34Pica9 .................................................................................................................................... 36Placeable ............................................................................................................................. 38ReachLocal .......................................................................................................................... 40Rio SEO ............................................................................................................................... 42SIM Partners Velocity .......................................................................................................... 44SproutLoud .......................................................................................................................... 46Vendasta .............................................................................................................................. 48Yext ...................................................................................................................................... 50

    Resources .................................................................................................................................. 52

  • 2017 Third Door Media, Inc. http://thirddoormedia.com 2 Email: martechtoday@digitalmarketingdepot.com

    M A R T E C H I N T E L L I G E N C E R E P O R T:

    Enterprise Local Marketing Automation Platforms: A Marketers Guide

    Scope and methodologyThis report examines the current market for enterprise local marketing automation (LMA) platforms and the considerations involved in implementing LMA software. This report answers the following questions:

    Why do enterprise brands need LMA software? What are the elements of a successful local marketing campaign? Which elements of local marketing can be automated? What capabilities do enterprise LMA platforms provide? Who are the leading players in enterprise LMA software? How much does LMA software cost? What questions should we ask ourselves and vendors before we adopt this software?

    For the purposes of this report, LMA is defined as the use of software and services to automate one or more of the following digital marketing functions at the local level: online listings management and distribution; search engine optimization (SEO); landing page design and development; paid media campaign management and execution; and online brand ratings and review management. A critical component of LMA is the ability to support centralized corporate marketing and its local network with brand consistency and control that is combined with geographically targeted messaging.

    A number of vendors have started referring to listing management as location data management. We have retained the old name for clarity and consistency with previous reports, but expect this name to become more common. The term presence management is increasingly being used to describe the way multi-location companies can manage their listings. Data aggregators are now sometimes referred to as data amplifiers.

    If you are considering licensing an LMA software platform, this report will help you decide whether or not you need to. The report has been revised since its August 2016 publication to include updated industry statistics, evolving market drivers, and new product updates. The focus of this report is digital marketing media; traditional local marketing channels are not covered. The report includes recommended steps for choosing an LMA software platform, and contains profiles of 16 enterprise LMA platform vendors.

    This report focuses on LMA platforms for multi-location brands or enterprises that sell or distribute their products and services through a large network of agents, dealers, retail locations or franchisees. The vendors profiled are representative of the choices available for local marketing automation; they are not a comprehensive list of LMA tool or platform vendors. This report is not a recommendation of any LMA platform or company, and is not meant to be an endorsement of any particular product, service or vendor.

    This report was prepared by conducting in-depth interviews with leading vendors and industry experts. Interviews took place in June 2017. These, in addition to third-party research, form the basis for this report.

    July 2017Editorial AdvisorGreg Sterling: VP, Strategy & Insights, LSA; Contributing Editor, Search Engine Land

    WritersEmily Fraser Voigt, Freelance Writer/Editor, http://www.efraservoigt.com Brian Kelly, Principal, Candlewood Creative, http://candlewoodcreative.com

    EditorClaire Schoen, VP, Marketing Services, Third Door Media

    http://www.thelsa.orghttp://searchengineland.comhttp://www.efraservoigt.comhttp://candlewoodcreative.comhttp://thirddoormedia.com/

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  • 2017 Third Door Media, Inc. http://thirddoormedia.com 3 Email: martechtoday@digitalmarketingdepot.com

    M A R T E C H I N T E L L I G E N C E R E P O R T:

    Enterprise Local Marketing Automation Platforms: A Marketers Guide

    Local marketing overviewLocal advertising revenues in the U.S. are set to reach $148.8 billion in 2017, up 2.4% year over year from $145.2 billion in 2016 (or 3.9% excluding political advertising from the 2016 election), according to research firm BIA/Kelseys U.S. Local Advertising Forecast 2017 (see Table 1). Current projections show U.S. local ad revenues reaching $174.9 billion by the year 2021.

    Table 1: U.S. Local media forecast, 2015-2020 (in US$ Billions)

    $145.2

    $148.8

    $156.8

    $162.0

    $170.6

    $174.9

    $140

    $145

    $150

    $155

    $160

    $165

    $170

    $175

    $180

    2016 2017 2018 2019 2020 2021

    US

    $ B

    illio

    ns

    Newspapers Print, 8.3%

    Newspapers Online,2.5%

    Direct Mail, 24.9%

    TV Online, 0.7%Radio O-T-A,

    9.6%

    TV O-T-A,13.3%Radio Online, 0.9%

    Print Yellow Page, 1.3%s

    Internet YP, 1.7%

    OOH, 5.7%

    Cable, 4.6%

    Magazines, 1.1%

    Magazines Online, 0.4%

    Online/Interactive,12.5%

    Email, 1.8%

    Mobile, 10.8%

    $50.3 $52.4 $53.7 $56.4 $57.9 $60.9

    $34.7 $33.0 $33.3 $32.0 $32.8 $34.6

    $56.3 $61.2 $62.7 $67.9 $69.7

    $73.4

    $0

    $20

    $40

    $60

    $80

    $100

    $120

    $140

    $160

    $180

    2015 2016 2017 2018 2019 2020

    Bill

    ions

    SMB Advertisers Non-SMB Advertisers National Advertisers

    Note: Numbers are rounded.

    Source: BIA/Kelsey

    Online/digital advertising channels continue to grab an ever-larger share of the overall local advertising market (see Table 2). Traditional print and over-the-air advertising spending is expected to decrease 2.4% from $101.1 billion in 2016 to $98.6 billion in 2017. In contrast, online/digital local advertising revenues will surge 13.5% from $44.2 billion in 2016 to $50.2 billion in 2017. Driven in part by the continued expansion and selection of online and digital advertising platforms, BIA/Kelsey predicts that online and digital local ad share will surpass the share of print media by 2018.

    Table 2: Breakdown of U.S. local advertising market

    $145.2

    $148.8

    $156.8

    $162.0

    $170.6

    $174.9

    $140

    $145

    $150

    $155

    $160

    $165

    $170

    $175

    $180

    2016 2017 2018 2019 2020 2021

    US

    $ B

    illio

    ns

    Newspapers Print, 8.3%

    Newspapers Online,2.5%

    Direct Mail, 24.9%

    TV Online, 0.7%Radio O-T-A,

    9.6%

    TV O-T-A,13.3%Radio Online, 0.9%

    Print Yellow Page, 1.3%s

    Internet YP, 1.7%

    OOH, 5.7%

    Cable, 4.6%

    Magazines, 1.1%

    Magazines Online, 0.4%

    Online/Interactive,12.5%

    Email, 1.8%

    Mobile, 10.8%

    $50.3 $52.4 $53.7 $56.4 $57.9 $60.9

    $34.7 $33.0 $33.3 $32.0 $32.8 $34.6

    $56.3 $61.2 $62.7 $67.9 $69.7

    $73.4

    $0

    $20

    $40

    $60

    $80

    $100

    $120

    $140

    $160

    $180

    2015 2016 2017 2018 2019 2020

    Bill

    ions

    SMB Advertisers Non-SMB Advertisers National Advertisers

    Source: BIA/Kelsey

    Driven in part by the continued expansion and selection of online and digital advertising platforms, BIA/Kelsey predicts that online and digital local ad share will surpass the share of print media by 2018.

  • 2017 Third Door Media, Inc. http://thirddoormedia.com 4 Email: martechtoday@digitalmarketingdepot.com

    M A R T E C H I N T E L L I G E N C E R E P O R T:

    Enterprise Local Marketing Automation Platforms: A Marketers Guide

    National brand marketing executives expect the ROI of local marketing spend to be higher than that of a national campaign, and many brands have been increasing their focus on local over the last couple of years as technology has improved.

    National brands invest more in local...

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