From the category archives:

Local

Revisiting RFM in the Digital Marketing Environment

by Greg Chapman July 14, 2010

How do you measure, or more appropriately, identify your best customers? If your business is like most, 20% of your customers contribute 80% of your profits. Do you know this segment? How do you identify and measure them in order to implement a successful contact strategy? RFM is not new. In the direct marketing world, [...]

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Local IS Community

by Josh Yeager July 6, 2010

As Sitewire’s head of “Local,” I think a lot about what “local” really means.  Sure, there are the local-specific search tactics like geo-targeting and Google Places.  There are mobile and social integrations with apps/sites like Foursquare and Yelp.  But what does it really mean for a business to compete locally?  A recent (albeit boneheaded) experience [...]

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Should Your Business Consider Location-based Marketing?

by Shannon Johnson June 23, 2010

Geo-location marketing has been picking up speed. If it’s not something you’ve already heard about, it will be soon. If you’ve heard of it, you’ve likely heard of Foursquare or Gowalla, or you know that Starbucks is “doing it.” Here’s the scoop: Maybe your business should be too. The Purpose of Geo-Location Marketing The purpose [...]

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If You Haven’t Already, Make Sure to Add a KML Sitemap

by Danny Stansfield June 8, 2010

KML sitemaps, which stands for Keyhole Markup Language, associates latitude and longitude to a website as well as more geo-specific information for applications like Google Earth, Flickr and Google Maps. The image below is a proposed plan for the 2012 olympics in Vancouver, using KML sitemaps and a KMZ image for where Olympic venues could go [...]

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Yippee for Restaurants! Yelp and OpenTable Combine Forces

by Shannon Johnson June 4, 2010

Yesterday Yelp announced on its blog that OpenTable is now integrated. So after reading that The Capital Grille’s “Bone-In Kona Crusted Dry Aged Sirloin with Caramelized Shallot Butter” was “Freakin’ AMAZING,” you can immediately schedule a reservation for 7:00 PM tonight using OpenTable–without having to leave the Yelp site. The integration is pretty darn seamless. [...]

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A Return to Local

by Josh Yeager June 1, 2010

I maintain that Google is on the right track with their approach to local.  Now, I know that Google’s motivation for allocating more real estate on their search results pages to maps, local, place pages and reviews is to extend their inventory options and meet the wants of searchers. But as a side benefit of [...]

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