When Google announced its decision to end the use of third-party cookies, it led to quite a bit of anxiety within the digital advertising industry. Many advertisers and strategists were understandably concerned about this drastic step, and skeptical about the viability of any alternatives or work-arounds.
The Internet has fundamentally transformed how we shop. For example, consumers no longer have to make their major purchases “blind.” Instead, they can take as much time as they want to read reviews from other buyers, developing a more fully formed opinion about how to spend their hard-earned money.
It’s tough to overestimate the significance of online reviews. Google reviews, in particular, help to establish your brand’s trustworthiness, and engender the goodwill of consumers. They provide greater confidence to those who are on the fence about making a purchase. They also help increase your brand’s online visibility, and can even help you rank in local search results.
If you’ve ever conducted a localized search (say, a search for a nearby eye doctor, a local pizza spot, or a plumber who services your community), then you’ve seen the Google Map Pack. Also known as the “local pack,” this is a block of three local businesses, including their contact information, placed prominently at the top of the search engine results page. Essentially, it’s Google’s way of telling the search engine user that these are probably the three most relevant answers to their query.
In order to connect with local consumers, it’s vital for your business to achieve targeted visibility on Google. There are several things you can do to achieve that goal, including optimizing your business website and developing a strategic Google Ads campaign.
For brick-and-mortar businesses, local search visibility is essential. It’s what allows your business to remain top-of-mind among customers in your geographic area… that is, the people most likely to spend money on the goods or services you provide.
The Internet has become the predominant source of information, the primary means of communication, and the central hub of entertainment for people all across the world. Naturally, everyone wants a chance to access the same online experience, regardless of any physical disabilities or impairments.
At enCOMPASS Agency, we hear from a number of clients who know that they should be using email marketing more strategically, but are unsure of how to do so. One of the tried-and-true options is to create and send a regular email newsletter, establishing a direct conversation with your target audience, keeping them updated and engaged with your business. Indeed, a consistent email newsletter can accomplish several things: It allows you to foster relationships, share your most recent blog or video content, and promote your latest sales and offers.
Google shook the digital ads industry when it announced that it would be removing “cookies” (the technology that enables them to track Web-browsing habits, serving consumer information to advertisers) from its Chrome Web browser. While the announcement was greeted as a big win by privacy advocates, it was understandably worrisome to advertisers, most of whom have come to depend on cookies to help target their ads. It didn’t help that Google’s initial guidelines on the matter were worded rather vaguely, leading to a real sense of panic among digital advertising professionals.
As the nature of retail changes, some businesses may not have quite as many opportunities for direct, face-to-face interactions with their clientele. As such, businesses require new ways to engage their customers, to build relationships, and to remain top-of-mind.