Dec 18 Is Your Location Data Accurate?
2016 should be a very exciting time for the marketing industry. As 2015 draws to an end, experts lay out their predictions for next year’s trends, which could affect business location data, which makes the constant attention to detail imperative. Whatever methods are agreed or contested upon, it has become knowledge of the importance of accurate, up to date data for your business.
Surprisingly enough, companies and brands do not spend considerable time monitoring their data health, it never has been of paramount importance nor has the true value been recognized. Most would disregard data by assuming it’s importance was limited to correct phone numbers and addresses in local publications. In fact, there is significantly more to it.
The importance of healthy data has been proven to be a strong aspect of successful marketing, end of story.
Location marketing made some significant headway in 2015 with companies like Dunkin Donuts using a real time/virtual map of coffee locations in Times Square. Provided with these locations was a marketing plan to ‘Find the fastest cup of coffee’ then providing locations and coffee wait times for customers nearby.
The buzz surrounding the plan reached customers and publications but in order to get people into the stores, they had to include two important metrics:
- Distance from current location to Dunkin Donuts.
- Wait time for a cup of coffee.
If the data were incorrect it would ultimately affect the experience of consumers.
Businesses must treat their location data as a valuable marketing resource that will enable the brand to build and thrive over time. Get the data correct, expand the reach-two crucial aspects for businesses now and in the future.
Creating Successful Location Data For Your Business
Part of having a recognizable, unique identity is the accuracy of the basics: address, phone number, description. Equally important is the moment where consumers are making the “I want to purchase decision” instead of casual browsing. These events are increasing with voice searches on products like the Apple Watch or navigation systems found in cars.
An advantage that publishing entities now have is the ability to influence consumers before they search anything. Apple Spotlight displays ‘near me’ categories with places of interests like restaurants, cafes. The IPhone can calculate the searches made based on the current location. It is important to have the data accessible to persons who would perhaps locate your establishment based on the time of day and where they happen to be at the moment.
The nature of that data accessibility is dependent on Tier Two search engines and across aggregator platforms like Neustar Localeze and of course Facebook.
Accuracy of data has a direct relationship on the value of location marketing. Market research indicated by my company SIM Partners, companies that increased their overall data health score by 20% saw a traffic increase of up to 450% and on-page conversion rates up by 216%.
- Enterprises must access business data along two points:
- Local Listings: is the current data organized and correct. Are specifics like seasonal hours or future store locations.
Does your business correctly utilize data sites such as Facebook, Google, Foursquare that in turn allows consumers to find your brand across the digital space? How much effort is put into keeping these sites correctly updates with important and current info.
Keeping a watchful eye on the data of the company will help continue a focused, insightful understanding of the business while adapting to a changing model and environment.
An example in action would be creating a new local listing for brand new storefronts or Google may update an algorithm. A business with hundreds or thousands of stores, this could be a common occurrence.
Take the time to find out how well disseminated your data is on all the local and internet platforms but insure that all aspects of the establishment are correct, concise and up to date with the specifics of business sales and locations.
Original article sourced from Search Engine Watch