New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Brands can reduce friction for local users’ pathway from search to store by integrating hyperlocal content.

This piece recommends marketers adopt a “proactive and holistic approach” at a local level. This can be achieved by addressing customers’ pain points and eliminating barriers to conversion through an improved local search performance.

Brands should focus on rectifying inaccurate local listings as they not only disrupt the customer journey but also hamper the search engine’s trust in the brand. Marketers can enhance customer journeys using value-added experiences, like BOPUS (buy-online, pick in-store), integrating inventories with online search and more.

The article quotes a local consumer review survey which found that 92% consumers follow online reviews and 40% form opinions based on them. Brands with multi-locational presence must adopt a technology-driven strategy to manage reviews to identify top-performing locations and areas for improvement.

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[6 minute read]

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