Surprise! What People Say They Want And What People Do Aren’t Always The Same.

It was an article lauding the benefits to be derived from a combination of “intent marketing” and “programmatic advertising”. 

I want to be as clear as possible: this article was not altogether incorrect in its analysis and conclusions.  I have a lot of respect for the author, and for the organization that published the article.  But…

As I’ve written about before on Local Motive Marketing’s website blog (to which I will copy this, verbatim – heads up Google, I’m duplicating my own content!), this article was written about and for “BRANDS”.  It was not for, and did not even take into account, local small businesses.

It discussed, quite candidly, what “BRANDS” have gotten… wrong:  targeting of irrelevant ads; stalking customers online as they move around the web. Some of the very things that have cost “BRANDS” the public’s trust that they once so enjoyed.

The article described, quite intelligently, how “programmatic advertising” can be effective in respect of “intent signals” to “anticipate… wants or needs”.

And these areas are exactly where local small businesses can, and often do, excel.

First of all, local small businesses don’t really need “demographic information, search data, browsing and purchase behavior and location-based data” to know their customers.  They already know what products or services they’re in business to provide, and that knowledge alone tells them about their customers. Even customers that have not yet found them.

And that’s where MOBILE MARKETING can help local small businesses excel at the article’s suggestions of “a smart strategy” and “effective execution”.

Local small businesses waste a lot of their limited advertising (marketing) budgets, especially if they use mass coupons as a means of attracting those customers that have not yet found them.  With the mass coupon approach, the local small business is essentially sending out  “poorly targeted ads” that might occasionally” reach a ready customer, “but most of the time they won’t.”

They waste even more so if they rely upon “referral sites” instead of having their own website.  Sure, those sites feature “reviews” from people who supposedly used that business, but that still is no match for a business website with good content and keywords for a customer that just got “ready”.

Earlier today, I put it, again, in terms of “marketing physics”:  HIGHER RESPONSE to a marketing message means LOWER COSTS; the business can either SAVE MONEY by reducing the number of messages sent, or MAKE MONEY from maintaining the “send rate”.

CALL or TEXT 602-618-6626.  Let's chat about what your local small business is doing.  We might even have a few tweaks that'll make what you're doing work better.

And if you decide you'd like HIGHER RESPONSE and LOWER COSTS that come with adding MOBILE MARKETING to your mix, we'll be happy to oblige.

GET THE BUSINESS.  Or SAVE THE MONEY.  Or BOTH.