Good morning, {{my.NormalizeName:default=edit me}}, and good to meet you here at last.

I have the pleasure of introducing myself as Kim is away, and I will be writing at least some of these introductions during this week.

I’m Rodric Bradford, and I’m an editor on MarTech Today. I’m based down in Phoenix, Arizona, so I’m tired of hearing Kim tell me how hot it is in New York. You may not think of Phoenix in the same breath as the Bay Area, of course, or even New York, Boston, or Austin, but it’s a fast growing city, and is explicitly positioning itself as a developing tech hub. Amazon, Apple and Yelp have established offices here in recent years, we’re the home of GoDaddy and the city is home to many start-ups.

I’ve been on the tech beat in some way or another for a while now, both as Convention and Technology Beat Reporter for the Las Vegas Review-Journal’s Business Press publication, and as Technology Reporter for Global Gaming Business. Martech opens some new vistas for me, and I’m enjoying learning about it. Martech is driving down an entire new road now, and I am happy to be along for the ride.

Rodric Bradford
Editor, MarTech Today

 
 
 
Local marketing
 

The 5 critical elements for local marketing success

Industry experts agree that accurate, up-to-date business location data is the lynchpin for all local marketing initiatives. Enterprises must first assess the health of every local data point, including business name, address, phone (a.k.a. “NAP”), and business hours. From there, more effective local landing pages, search optimization, monitoring of online reviews and ratings, and engaging in paid search and social advertising should follow.

We’ve taken a deep dive into best practices surrounding the five key components of a success local marketing program:

•  Listing management;
•  Local SEO;
•  Local landing pages;
•  Reputation management; and
•  Paid search and social media.

Learn how to optimize these strategies in this article, and download our buyer’s guide to local marketing solutions for multi-location businesses here.

 

Three benefits to simplifying your tech stack

With over 8,000 marketing technology tools on the market, it’s no surprise that digital teams are dealing with tool fatigue. Tools are often under-utilized, teams aren’t properly trained, and work quickly becomes unmanageable. In this white paper from Siteimprove, you’ll learn how consolidating your tools can reduce operational silos, enable better end-to-end visibility, decrease the time it takes to solve issues, and reduce costs.

Read more »

 
Poll
 

Your 2021 budget expectations: last call

It’s your last chance to let us know what you’re expecting in the new year by answering five quick questions about budgeting, management, and resources. We understand not all of you might be decision-makers when it comes to final budget numbers, but we’re trying to get a sense of expectations, so please don’t hesitate to give us your best estimates.

5 questions: Forecast 2021.

 
MarTech Minute
 

FUEL powers Cars.com video platform

Last week we showcased our visit with Dealer Inspire, the digital marketing platform of Cars.com, to learn about how they are leading the transformation to digital dealerships.

In the story, Dealer Inspire CEO Joe Chura talks about his team having to produce 1,000 videos in 60 days to meet demand from car dealerships, while implementing 20-hour schedules to get the job done.

So what fueled the production pace?

FUEL In-market Video, is Cars.com’s innovative digital video solution that uses the brand’s expansive audience, artificial intelligence, interactive channels, the new PRIZM reporting platform as well as custom campaigns and comprehensive integration to increase digital traffic.

Launched immediately before the COVID outbreak in March, FUEL’s pilot program at an Atlanta-area Hyundai dealership resulted in a 153% increase in new users on its website, a 31% increase in organic traffic and a 180 percent increase in referral traffic from social media as a result of the new digital video campaign.

“We took our creative ability to produce videos and used a more template-based format and combined it with our large Cars.com audience,” said Chura. “Now we have pivoted that huge demand directly to our dealers.”

Why we care. If you haven’t done it yet, a deep analysis of your video platform(s) and its ROI is needed to compete in the new economy. It looks like no sector is exempt from video-based engagement as we head towards 2021.

Other announcements:

•  Panera and Postmates partner for virtual ‘food mood’ ring
•  Harte Hanks announces quarterly results

 

Calling all multi-location brands!

Searching for the perfect local marketing solution? MarTech Today’s free guide can help! In-depth vendor profiles, pricing charts, and essential things to consider prior to purchase — it’s all here.

Get your free copy now »

 
 
 
What We're Reading
 

We've curated our picks from across the web so you can retire your feed reader.

Retailers launch coalition to fight counterfeits on Amazon – Reuters
Fortnite Creator Sues Apple and Google After Ban From App Stores – New York Times
Pinterest employees stage virtual walkout to protest discrimination – The Verge