As the year winds down, it’s time to look at what’s in store for the local business landscape in the coming year. The good news is the benefits of enterprise-grade technology are becoming more accessible to this business segment. We see this shift taking hold in 2020, along with a stronger confluence of complementary solutions coming together to meet comprehensive SMB needs. The following are three top local commerce trends that our Local Search Association analysts predict will take center stage in 2020.
Shifting into BIY technology: The concept of buy-it-yourself (BIY) SaaS technology is empowering small and local businesses to purchase technologies that are designed to meet their holistic needs in a self-service delivery model. Whether delivering martech, adtech, fintech or other key operational services, in 2020 we expect to see more SaaS solutions offering a BIY approach for small businesses for improved customer retention and satisfaction as well as higher average order values.
Amazon blitzes Retail-as-a-Service (RaaS): Amazon will soon roll out a “retail-as-a-service” offering for local retailers as one of the secret endgames of Amazon Go stores. It will utilize the technology for cashier-less stores and reflect Amazon’s signature logistical streamlining capabilities to help local retailers improve margins and yield through modernized operations.
Uber makes a Local Ads play: Uber will continue to gain economies of scale through services that are adjacent to rides (Eats, etc.). It will also build on its existing rides architecture with a local ad engine. This will utilize captive audiences during the app’s in-ride mode, as well as robust data on riders’ spatial patterns. This will start with ads for local restaurants (a component of Eats) but could move into other local categories. It will be a self-serve programmatic ad engine and potentially bid-based for locally relevant placement.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.
About The Author
Bill Dinan is president of the Local Search Association, a not-for-profit association of 300 media companies, agencies and technology companies that enable enterprises and small businesses to achieve more within local markets. Bringing deep expertise on how local commerce industries are evolving with new technology and business approaches, Dinan has successfully led and grown companies over the last few decades, including WEB.com, Acquisio, Telmetrics and others. He can be reached at email@example.com.
Video advertising has become an increasingly important part of online marketing in recent years. There’s no real getting around that fact. If you want to increase brand awareness, drive conversions or sell products – a good video ad strategy is hard to beat.
Unfortunately, video advertising is a lot more complicated than your typical text, display or news feed ad. You have to write scripts, know how to run a camera, record decent audio, set up lighting, edit your footage and sound effects. Creating a video ad can be a daunting task.
This is especially true if you’re running a small, local business.
For many local companies, video advertising feels hopelessly out of reach. However, that simply isn’t the case. With the right strategy, even simple, easy-to-create video content can deliver great results.
In this article, we’re going to take a look at why video advertising is such a good idea for local businesses and 4 easy video strategies you can use to get great results – even if you don’t have a ton of video experience.
The advantage of being local
When it comes to video advertising, it might seem like the big chains have a lot of advantages over your local business. However, you have one thing they don’t: a direct connection with your target market.
I mean, when was the last time you heard anyone say, “McDonald’s is just such an important part of our community?”
All of the bulk discounts, supply chain efficiency and capital that makes big chains so powerful tends to disconnect them from their customers. People don’t love Walmart as a business. They might like Walmart’s prices or the wide range of products that they carry, but they don’t feel personally connected to Walmart. If another store with better prices or more products comes around, they’ll go to that store instead.
But people develop an affection for local businesses. They’re run by people from their community who feel real and relatable. When people feel that connection to a business, they want that business to succeed…and show their support with their money.
For example, there’s a hole-in-the-wall burger and shake shop in my home town called Glade’s that has been around for decades. Their food isn’t bad, but it certainly isn’t any better or cheaper than a lot of the newer chains that have set up shop lately.