Canadian Retailer - The Marketing Issue - 41

PARTNER MESSAGE MEDIATIVE

BE CONSISTENT,
BE PRESENT

Thinking strategically about company details that show up in
searches can make the difference in today's digital world.
BY SEAN C. TARRY

RETAILERS are constantly developing
marketing plans and strategies to lead
customers to their virtual or physical
storefronts. It's the first critical step in
engaging new and potential customers, or in getting a regular customer to
make a purchase or learn about a new
offering or service. However, evolving consumer behavior is making this
task even more challenging for retailers than it ever has been. But, by doing
the little things that will increase your
presence in online search listings, both
on mobile and the PC, the task of leading the customer is not so daunting.
"Everybody uses a search engine and
social," asserts JP Romeo, Director of
Providing accurate company information is critical online.
Owned Media and Research at Mediative. "It's the start of the funnel, where they start their research and how they find what they
want. The trends that we notice happening in Google is a pretty good indicator regarding
the ways customer behavior is evolving. What we see is that it's harder to have a presence
organically, even for big brands. It's why it's important to target people accurately in order
to offer a seamless user experience, because that's how you're going to win and retain customers, and differentiate yourself from competition."
Because people's search behavior is changing, Romeo says that retailers need to start
rethinking their presence on mobile and digital searches if they want to grab the attention of their customers earlier in the buying funnel.
"People today are searching in a mindless manner," he says. "It's almost like an automatic search, like a second state-of-mind. The length of time people stay on certain pages
or look at ads is shorter today. Retailers need to take into consideration the mindlessness
and inattentiveness that customers are searching with today."
There are, however, as Romeo explains, things that retailers can do to take advantage
of this behavior.
"It's difficult to have a first-place ranking in Google today. But, you don't need one," he
says. "Location-based businesses can manage their locations and make sure all of the information and details about the business is accurate and consistent. It's also crucial to be
present in Google's local pack. Most of the searches on phones are location based. The most
important thing is to manage your locations across the ecosystem online: locations in major
search engines and all other aggregators and directories. If your information is consistent
across all platforms, that's the first step toward grabbing the consumer's attention."
Learn how Mediative can help your business optimize your
digital and mobile presence at www.mediative.com.

www.retailcouncil.org/cdnretailer

THE MARKETING ISSUE

| CANADIAN RETAILER | 41


http://www.mediative.com http://www.retailcouncil.org/cdnretailer

Table of Contents for the Digital Edition of Canadian Retailer - The Marketing Issue

Publisher’s Desk
Retail Currents
Under the Banner
Retail: At Issue
Canada Post Wins Prestigious ‘Retail Innovation’ Award
Read a Flyer: Read a Consumer
Millennial Engagement
The Alliance With the Mostest
Evolving With the Times
Social Nation
Marketing to Millennials— Every Segment of Them
Big Data Represents Big Opportunities for 21st Century Retail
Advertisers’ Index
Canadian Retailer - The Marketing Issue - Intro
Canadian Retailer - The Marketing Issue - cover1
Canadian Retailer - The Marketing Issue - cover2
Canadian Retailer - The Marketing Issue - 3
Canadian Retailer - The Marketing Issue - Publisher’s Desk
Canadian Retailer - The Marketing Issue - 5
Canadian Retailer - The Marketing Issue - 6
Canadian Retailer - The Marketing Issue - Retail Currents
Canadian Retailer - The Marketing Issue - Under the Banner
Canadian Retailer - The Marketing Issue - 9
Canadian Retailer - The Marketing Issue - Retail: At Issue
Canadian Retailer - The Marketing Issue - 11
Canadian Retailer - The Marketing Issue - Canada Post Wins Prestigious ‘Retail Innovation’ Award
Canadian Retailer - The Marketing Issue - insert1
Canadian Retailer - The Marketing Issue - insert2
Canadian Retailer - The Marketing Issue - 13
Canadian Retailer - The Marketing Issue - 14
Canadian Retailer - The Marketing Issue - 15
Canadian Retailer - The Marketing Issue - 16
Canadian Retailer - The Marketing Issue - 17
Canadian Retailer - The Marketing Issue - 18
Canadian Retailer - The Marketing Issue - 19
Canadian Retailer - The Marketing Issue - Read a Flyer: Read a Consumer
Canadian Retailer - The Marketing Issue - 21
Canadian Retailer - The Marketing Issue - 22
Canadian Retailer - The Marketing Issue - 23
Canadian Retailer - The Marketing Issue - 24
Canadian Retailer - The Marketing Issue - 25
Canadian Retailer - The Marketing Issue - Millennial Engagement
Canadian Retailer - The Marketing Issue - 27
Canadian Retailer - The Marketing Issue - 28
Canadian Retailer - The Marketing Issue - 29
Canadian Retailer - The Marketing Issue - 30
Canadian Retailer - The Marketing Issue - 31
Canadian Retailer - The Marketing Issue - 32
Canadian Retailer - The Marketing Issue - 33
Canadian Retailer - The Marketing Issue - The Alliance With the Mostest
Canadian Retailer - The Marketing Issue - 35
Canadian Retailer - The Marketing Issue - 36
Canadian Retailer - The Marketing Issue - 37
Canadian Retailer - The Marketing Issue - Evolving With the Times
Canadian Retailer - The Marketing Issue - 39
Canadian Retailer - The Marketing Issue - 40
Canadian Retailer - The Marketing Issue - 41
Canadian Retailer - The Marketing Issue - Social Nation
Canadian Retailer - The Marketing Issue - 43
Canadian Retailer - The Marketing Issue - 44
Canadian Retailer - The Marketing Issue - 45
Canadian Retailer - The Marketing Issue - Marketing to Millennials— Every Segment of Them
Canadian Retailer - The Marketing Issue - 47
Canadian Retailer - The Marketing Issue - 48
Canadian Retailer - The Marketing Issue - Big Data Represents Big Opportunities for 21st Century Retail
Canadian Retailer - The Marketing Issue - 50
Canadian Retailer - The Marketing Issue - 51
Canadian Retailer - The Marketing Issue - 52
Canadian Retailer - The Marketing Issue - 53
Canadian Retailer - The Marketing Issue - Advertisers’ Index
Canadian Retailer - The Marketing Issue - cover3
Canadian Retailer - The Marketing Issue - cover4
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