2013 Localized marketing Trends: Vertical search will increase

According to foreign media reports, with the rise of mobile marketing, small and medium-sized enterprises also began to focus on marketing input and output ratio, 2013 localization marketing will appear new trends, such as more small and medium-sized enterprises will adopt mobile Optimization page, sales will become a new measure of marketing effectiveness, vertical domain search will increase. The following is a summary of the article:

Google used the google+local page to replace Google Place last year, a move that brought a jolt to the localized market. However, this is only one of the development trends affecting the localization marketing industry. Covering social, mobile, and localized (known as Somolo) The marketing market is expected to show significant growth in 2013. The rise of mobile marketing and the "lost" of the daily preferential industry have allowed many localization companies to ask themselves, "How do you go next?" ”

In the past few months, Facebook has shifted its localization market with several product changes, including the integration of Microsoft Bing into Facebook's social graph search.

For 2013, the local marketing market is expected to have the following 10 major trends:

1 The number of small and medium-sized enterprises with mobile websites will increase twice times

As consumers localize their search numbers on mobile devices, more localization companies will use mobile-optimized web pages. The number of small and medium-sized enterprises with mobile sites is expected to increase from 7% to more than 20% in 2013.

2 Facebook paid advertising service will remain a "chicken ribs" for most local service companies.

Facebook paid ads can't "work" for most local service companies because most consumers don't take action when they see ads for plumbers, lawyers or gardening designers on their Facebook pages. However, Facebook's latest social search tool (Graph search) will provide advertisers with more customized ads by collecting user information.

3) sales will become a new indicator of the effectiveness of marketing measures

Sales are becoming increasingly important in measuring the effectiveness of small business marketing activities. Advertising service providers need to combine localized marketing activities with actual order quantities to prove to advertisers the value of their marketing spending.

4 The national brand with multiple outlets or authorization points will be further localized

More and more corporate marketing executives have recognized the ROI of localized marketing (ROI), and they will shift more spending on corporate branding to localized marketing campaigns.

5 Google will continue to monopolize localized search, but vertical domain search will increase

Google will continue to be the most frequently used search engine. The Google + local page, launched in 2012, allows users to see a "local" label on their home page and allow Google + users to view or comment on places such as restaurants and stores, and to help small and medium enterprises improve their online marketing results. But more companies focused on vertical areas, such as ZocDoc in the medical field and Uber in the taxi industry, will receive more attention from consumers.

6 seo (Search Engine optimization) will become more complex

Google is making search engine optimization more complicated, such as the Penguin and Panda algorithms launched by Google in 2012. In the 2013, marketers wanted to get better marketing results on Google search, and they needed more data to overcome these hurdles.

7) Classified Information synchronization update problem will be resolved

Previously, it was difficult for local businesses to maintain and update their goods and services information on multiple online classification platforms. But at present, several startups have put forward the solution to this problem. Local classified information company Yextyext has found a way to automatically update commodity classification information more quickly, which will help solve the problem in 2013.

8 U.S. daily preferential trading diversified development

In the 2012, consumers face a big push on daily specials, and 2013 will continue, and the industry will certainly not go away. However, companies involved in this area will try to diversify their development to show their long-term value.

9 The acquisition transaction will continue

Several transactions in 2012 showed that the current provider of localization services would diversify its portfolio and get rid of a single platform limit. Last March, for example, Groupon bought opencal and integrated the latter technology to launch a service Grouponscheduler for businesses to manage online bookings. Acquisitions in this area will continue in 2013.

10 we will see at least two local technology companies IPO

Several localization company revenues have reached the IPO target. Companies like Yext and Square have a strong ability to hit IPOs.