Articles I Have Written
At last count I have written over 100 articles over the past 10 years. I have tried to capture links to some of the articles I have published on the subjects of Local, Social & Mobile, I hope you find them useful.
Is the solicitation of SMBs by automated robocallers a threat to Google's advertising revenue? How can the search giant protect itself?
Marketers are preparing to pull out all the stops to compete for consumers' attention during the most epic shopping weekend of the holiday season. Here's how SMBs can get in on the action.
Google's recent modifications to the Local Map Pack has made optimizing listings an even greater priority, but why were these changes made? How will this impact your local strategy?
There is a hierarchical approach that both SMBs and brands that market locally can use to guide ad and marketing budget allocation.
Jun 10, 2015 - Hyperlocal media planning, digging deeper than sites like Facebook and Yelp, is one of the most common missed opportunities when it comes to local marketing...
May 4, 2015 - Now that the Apple Watch is here, here's how brands and SMBs can make sure their business listings are optimized for the device.
Apr 6, 2015 - Amazon's new Home Services may help the e-commerce giant cement its status as a local service marketplace provider across the country.
Mar 9, 2015 - Is passing Google's mobile-friendly test good enough to ensure that your site is optimized the best it can be?
Jan 12, 2015 - What should national brands who want to market locally focus on in the coming year? Here are three areas to concentrate on.
Dec 15, 2014 - What can companies do to become successful in the mobile commerce space? Here's a look at two steps they need to take.
Nov 17, 2014 - The Internet of Things is bringing local search to your car's dashboard. How can marketers make sure their listings are optimized for consumers on the...
Sep 22, 2014 - Wearables will provide local marketers with a host of new opportunities. Here are four rules to consider when thinking about how to apply this 'marketing...
Aug 25, 2014 - A look at Apple, Google, and Microsoft's voice search programs and how they stack up against each other. Which one comes out on top?
Aug 8, 2014 - Recently, Google introduced a new algorithm change aimed at improving local search results. Here's a look at the changes and how marketers can make...
Jun 30, 2014 - Google's new local marketing platform is a small step forward to help the tech giant to engage with small businesses. Here's a deeper look at its functionality...
Jun 2, 2014 - Marketers must match their content on a specific device to the types of information consumers most often access through that device in order to guarantee...
May 5, 2014 - While you wouldn't think to give a customer an incorrect physical address, you need to make sure your digital "addresses" are correct, too.
Apr 7, 2014 - A look at a few promising items on the "bleeding edge" of technology that could very well be the "next big thing" in local: wearables, multi-touch attribution...
Mar 10, 2014 - The answer? "Almost always." The reason is simple; consumers do not expect a business to be perfect. The key the consumer is looking for is how the...
Feb 10, 2014 - Can Facebook's own advertising and promotion products be beneficial for local businesses? Here's a look at one business' campaign, and the results.
Jan 13, 2014 - 2014 will be a breakout year for integration across all aspects of the consumer engagement path to purchase. Are you ready?
Nov 18, 2013 - Columnist Gregg Stewart has a few suggestions for Santa this year, to help local marketers get more out of Google+, Google Maps and Places.
Oct 21, 2013 - Recent changes by Google may have some impact on your holiday marketing campaigns. Gregg Stewart explains.
Sep 24, 2013 - Measuring online advertising’s impact on offline conversion is hard work, but not impossible. Once the exercise is completed, we end up with reliable...
Aug 26, 2013 - All too often we get caught up reacting to the latest changes Google, Yahoo, and Bing throw at marketers as we race to gain advantage for our clients...
Jul 29, 2013 - The new Google Carousel is part of the continuing evolution of Google's local offering, increasing user functionality and advertiser utility.
Jun 24, 2013 - As more advertisers enter the search marketplace and the inventory of available searches begins to slow, one can expect a number of effects.
May 27, 2013 - Consumers' satisfaction with local search on the portal search engines declined in 2012 while IYPs gained in terms of satisfaction with local business...
Apr 29, 2013 - How to build a media plan that is finely honed, generates a desirable cost-per-action, and has low waste.
Apr 1, 2013 - How advertisers both large and small can target and optimize their local search campaign based on ever-changing consumer behavior.
Feb 14, 2013 - Consumer ratings and reviews are essential to both multinational brands and local storefronts, differentiating companies from their competition and...
Dec 10, 2012 - Some tactics to help you leverage any potential difference that gets you the click, call, and sale.
Nov 12, 2012 - Search engines need to catch up with how consumers shop and source information.
Oct 15, 2012 - Don't forget that you need to tell the story of your business/brand to the customer.
Aug 20, 2012 - If local search results continue to favor directories and listing aggregators, you must adjust your local strategy so you have a favorable position...
Jul 23, 2012 - Three tactics businesses should take into consideration with Google's new rating scale.
Jun 25, 2012 - Tablets are considered "mobile" devices, but that's only a starting point for marketers.
May 29, 2012 - Effects of recent Google algorithm changes and their impact on local.
Apr 30, 2012 - Marketers must evolve their marketing strategy and execution plans to leverage the consumer migration from traditional media vehicles to local online resources.
Feb 9, 2012 - Teaching Siri to suggest your business.
Jan 12, 2012 - Mobile commerce must be part of your present full funnel marketing plan. Follow these steps to make sure you have a mobile-friendly website.
Dec 15, 2011 - Best practices for developing a "full funnel" marketing plan.
Nov 17, 2011 - Seven elements that make up a well-constructed local campaign.
Oct 20, 2011 - By tying voice commands to proximity and a robust business listings database, users can search and select businesses on the go in a much more user-friendly manner.
Sep 22, 2011 - Much of the recent activity surrounding social, local, and mobile seems to center around refinement or evolution versus innovation.
Aug 25, 2011 - If you want to maximize sales from online marketing, you need to understand purchase behavior.
Jul 28, 2011 - And why Google Place deserves your immediate attention.
Jun 30, 2011 - In order to truly deliver on the SMB opportunity, Facebook or Google needs to provide SMBs with an incredibly simplified lead generation and customer relationship platform.
Jun 2, 2011 - Considering a daily deal campaign on Groupon, LivingSocial, or Facebook Deals? Start here.
May 5, 2011 - Do's and don'ts for optimizing your business listing for local searchers.
Apr 7, 2011 - What the integration of social media and search means for SMBs.
Mar 25, 2011 - The role that mobile devices play in the shopping process cannot be narrowed down to an overall, easily identified function.
Mar 10, 2011 - Do brands with a higher number of "likes" get more recognition? Would these "likes" really deliver increased engagement? Here is an experiment to find out.
Feb 10, 2011 - Can Google Boost woo small businesses that shied away from AdWords?
Jan 13, 2011 - Make sure you stay on top of Google Places, Facebook and Twitter, and monitoring and tracking this year.
Dec 16, 2010 - Consumer ratings and reviews can give searchers information they need to make their shopping decisions, and help local businesses attract these searchers.
Nov 18, 2010 - It has yet to be seen if Google Boost is just another blip on the Google product-testing radar, or if this is a significant change to the Google product mix.
Oct 21, 2010 - Sales channel education, coordination, and measurement are three areas that require special focus when integrating in the local sales channel. 0 Comments
Sep 23, 2010 - What SEMs, lead aggregators, and resellers must tell their clients about AdWords campaigns from now on. 10 Comments
Aug 26, 2010 - Advertisers would do well to take advantage of Facebook Places to reach consumers where they're searching and sharing. 0 Comments
Jul 29, 2010 - Local advertisers that seek to adapt to results page changes early on by creating content-rich local business listings will be the ones that come out on top. 0 Comments
Jul 1, 2010 - Location-based services - you can check in anytime you like but you can never leave?3 Comments
Jun 3, 2010 - Is your in-store sales team in need of an education about your brand's mobile, social, and local marketing communications? 0 Comments
May 12, 2010 - Will Google command a monopoly over local search? Will Google obtain "utility" status in the minds of both consumers and businesses? 0 Comments
Apr 8, 2010 - Use consumer reviews - both positive and negative - as an opportunity to build relationships and engage in the social dialogue locally. 0 Comments
Mar 11, 2010 - With just an address and a phone number, you can take control of your business, and you can stand out by providing accurate information and relevant content. 4 Comments
Feb 11, 2010 - Recent product releases from Yelp, Google, and Facebook provide clues on where location-sensitive mobile advertising is headed. 0 Comments
Jan 14, 2010 - Start reviewing the methods and manners with which you optimize your local search and other advertising efforts.
January 23, 2011 - Make sure you stay on top of Google Places, Facebook and Twitter, and monitoring and tracking this year.
December 18, 2009 - How to parse out responsibilities for social media and set up a measurement dashboard for comparing local and national results.
December 11, 2009 - How to develop a strategic plan that includes Web site management, paid, organic and mobile search, display ads, Internet yellow pages, local listing feeds, and user-generated content.
November 12, 2009 - Consumers are increasingly relying on smartphones and other mobile devices to select local businesses and brands. Consider these trends.
October 15, 2009 - A study identifies how consumers use mobile, Google Maps, ratings, reviews, and Internet yellow pages to obtain information about local businesses.
September 18, 2009 - Even though the seasons are changing, the changes are never very drastic. Change happens over a period of time. The same holds true for your local search program.
August 21, 2009 - Users and advertisers are winning as the local search space innovates and evolves. As content continues to grow, we're seeing a major shift in how consumers are utilizing these resources.
July 24, 2009 - Consumers love the cost savings of mobile coupons. Marketers love their many benefits. Mobile coupons are an inexpensive way to take advantage of what works in mobile marketing today.
June 26, 2009 - It's way too early to say Bing is a success, but initial trials are favorable. Where Bing could shine is in local search, a relatively untapped revenue source and a fragmented marketplace.
May 29, 2009 - Why are local listings important? It's all about consumer usage. With so many consumers seeking local listing information, it's vital that advertisers with local entities proactively manage and improve their listings' accuracy to help gain...
by Gregg Stewart • May 1, 2009
The Twitter phenomenon is exploding, so is it time for local marketers to embrace Twitter? Like most new/emerging platforms, it depends on your business category.
by Gregg Stewart • April 3, 2009
Today's economic environment forces all of us to do more with the same or less. The way to get more sales out of lead-gen efforts is by increasing the conversion rate with fast and thorough follow-up.
by Gregg Stewart • March 6, 2009
As a VP of advertising or CMO, where do you start and end your exploration for communication integration and efficiency? Let's start with the basics and move toward the complex to address the questions.
by Gregg Stewart • February 6, 2009
What tactics and best practices can improve our local search campaigns in these challenging times? Local search marketing efforts focus around ensuring you're the one chosen when the question of "where to buy" arises.
by Gregg Stewart • January 9, 2009
Over the past year, I've been in numerous meetings with advertisers, agencies, and online media vendors, and I'm often amazed at the confusion surrounding how local search campaign analytics are reported, and sometimes twisted, to create a desired...
by Gregg Stewart • December 12, 2008
Consumer usage of ratings and reviews continues to grow, as well as their importance to everyday local business information. Word-of-mouth marketing is one of the most effective ways to sell a product/service, and that's exactly what consumer...
by Gregg Stewart • November 14, 2008
The accountability of online marketing is only as good as the analytics an advertiser employs. Tracking conversions -- both online and offline -- can be tricky, but it is an important part of any online marketing program, especially for businesses...
by Gregg Stewart • October 17, 2008
Clients often ask where they should spend their marketing dollars: online or offline, search or display? The problem with these questions: they assume there's one or only a few sources for all local sales leads. The question isn't "either/or,"...
by Gregg Stewart • September 19, 2008
Local SEO is a must for businesses that sell products locally to a specified geographical area. The channels consumers are using to search are changing. Is your marketing strategy adapting?
by Gregg Stewart • August 21, 2008
The volume of local searches continues growing, which means national-level search advertisers must develop strategic plans for incorporating local search into their national search programs. The benefit: lower cost leads with higher conversation...
by Gregg Stewart • July 24, 2008
Gauging and prioritizing emerging media such as local search is vital to capturing increased business in a cost efficient manner. Meet the local advertiser of today and tomorrow.
by Gregg Stewart • June 27, 2008
Should a company focus on building their messaging around their brand image, or on driving direct response via their Web site and online media? Branding and direct response messaging can co-exist online, and local business profile pages are a good...
by Gregg Stewart • June 6, 2008
Want to enjoy lower cost-per-sale and offer a better user experience? A highly customized, localized marketing approach is vital to your keyword strategies.
by Gregg Stewart • May 30, 2008
Consumers are shifting from "what to buy" category searches to "where to buy" phrases. With that specificity comes a higher propensity to purchase. Which publishers are winning the local search charge?
by Gregg Stewart • May 2, 2008
The advertising potential of mobile now resembles that of the early days of the Internet in both variety of search options available and the fragmented nature of the keyword search volume. As with any emerging marketing medium, advertisers should...
by Gregg Stewart • April 4, 2008
Online media and Internet-based search continue to grow at the expense of their offline counterparts, newspapers and magazines. Because media placement options are continuously growing, smart local marketers need to leverage this major...
by Gregg Stewart • March 7, 2008
Despite the growing traffic to social networks, local search tools for users of those sites are surprisingly few and far between. That doesn't mean you shouldn't stay active in those communities.
by Gregg Stewart • February 8, 2008
Is your local search data accurate? Here's how -- and where -- to update your local search listings.
by Gregg Stewart • January 18, 2008
Online consumer-generated reviews drive local search. How to handle negative reviews and more.
by Gregg Stewart • January 11, 2008
Google, Live Search, Yahoo: user reviews, ratings are life or death for local search.
by Gregg Stewart • December 14, 2007
In blended search, if a pic's worth 1000 words, what's online video worth in local search?
by Gregg Stewart • November 9, 2007
National brands: empower your local sales channel to generate more sales, leads, and conversions. Here's how.
by Gregg Stewart • October 11, 2007
411 Calls Directory Assistance. PCM. DA Rocks Voice Search 2DAY. EOL.
by Gregg Stewart • September 13, 2007
If you don't know what your customer is doing, your customer will probably end up someplace else. Tracking local search online and offline.
by Gregg Stewart • August 16, 2007
Gregg Stewart gives you a heads up on Google Local Business Referrals and continues his review of local search strategies by covering underutilized local media sources.
by Gregg Stewart • July 19, 2007
Gregg Stewart introduces a new column, Local Search, with information on how to get started in finding cost-effective leads and developing a media plan.
With a mobile device in every hand, consumers now take the power for local search with them wherever they go. OMMA Magazine- January 1, 2009
Radio Interview with Gregg Stewart Search is moving quickly to the Internet and searchers are using their computers and telephones to find your business.
March 3, 2009 - Recognized Expert
TMP exec Consumer adoption of smartphones is causing an increase in mobile search activity, but the dynamics differ from wired Internet searches.Q&A Interview with Gregg Stewart, senior vice president of TMP Directional Marketing.By Giselle Tsirulnik March 23, 2009 - Mobile Marketer