LSA16: Winning Customer in World of Commodity Marketing Services
In the final session of LSA16, panelists Benu Aggarwal of Milestone Internet, Steve Hibberd of Tiger Pistol, Alain Stephan of DialogTech, and Faith Murphy of Yahoo, tackled the problem of how marketing technology is leveling the playing field and making it harder to differentiate marketing products and the company’s brand from others. Marketing viewed as a […]
LSA16: Importance of Trust, NPS Scores for SMB Marketing Providers
Eric Groves, CEO of Alignable, spent time today at LSA16 talking about the importance of net promoter scores (NPS) especially in the SMB marketing space. Alignable is a social platform for SMBs and Eric said that they currently have 100K SMB members. Alignable had released some of the scores earlier this year, but Eric provided […]
LSA16: Connected Cars – The Next Great Marketing Platform
Connected cars might seem like a futuristic topic, but cars have been connected for some time. Radio was introduced into cars as early as 1930 and advertising quickly followed. Loren Hillberg, President of Thinknear shared how internet connected cars will soon change marketing to those on the go. Thinknear is owned by Telenav who has […]
LSA16: Measuring Attribution of Online Marketing to Offline Sales
Yesterday, the SMB panel complained pretty loudly about their inability to know whether digital ad spend was effective or being flushed down the drain. Attribution is a huge issue as illustrated by data shared by Dorothee Bergin from xAd – 90% of commerce is offline and 75% of mobile users convert offline. Location data from […]
LSA16: Impact of Virtual Assistants & A.I. on Search
Virtual Assistants and artificial intelligence have long been talked about but never taken seriously. It was something to chat about and dream about futuristically, but had no practical revenue impact sufficient to justify any real investment. And data supported that view – virtual assistants had no material impact in search – equivalent of a statistical […]
LSA16: The Local Angle of Virtual & Augmented Reality
At LSA16 today, Christine Cline of Retale and Nathan Pettyjohn of Aisle411 gave an interesting look into the virtual reality (VR) and augmented reality (AR) space and how it applies to brick-and-mortar stores. The technology is here and some studies say that virtual reality in particular will be a $30 billion market by 2020. Christine […]
LSA16: Today’s Promise of Beacons for SMBs is Retargeting & Analytics
Beacon technology is a popular topic within the local marketing and advertising space these days. The “early days” narrative is fairly commonplace, however panelists at LSA16 provided some real-world ways beacons can support SMBs today. Raj Nijjer of Yext and John Mazur of Belly talked about how beacons and other location analytics can impact the […]
LSA16: Loyalty Comes by Building Sense of Trust, Belonging, Purpose
Speaker, author, researcher James Kane gave an inspiring and extremely interesting presentation on the psychology and neuroscience behind loyalty. His presentation was entertaining and his recommendation to generate customer and employee loyalty was three-fold: create a sense of trust, create a sense of belonging and create a sense of purpose. James talked about our human nature to […]
LSA16: MapQuest – The Revitalization of a Brand
MapQuest has been around for 20 years but 3 years ago, MapQuest changed its culture and its people. 90% of employees today were not at the company 3 years ago, and Brian McMahon, MapQuest’s general manager, shared insight into this transformation. According to Brian, culture is essential and enduring tenets of an organization. As a sort […]
LSA16: Google’s 3 Principles of Innovation – User Focus, Freedom, 10X Thinking
To kick of the second full day at LSA16 in San Francisco, Google’s Ben Wood, director of channel sales Americas, explained how the company thinks about and facilitates innovation. He gave a behind the scenes look at how innovation permeates the company’s culture and product development. He talked about how there are no cliché posters and […]