Geolocation is perfect for national businesses that wish to ‘look’ local

Geolocation is perfect for national businesses that wish to ‘look’ local

I was recently carrying out random searches to identify potential users for a content-driven marketing service we offer that improves the search rankings of small businesses and Googled the phrase ‘Taxi to Heathrow’ to find out what local taxi firms came up in the search. not many, it seems. As well those offering to take me to Heathrow airport from London or the Home Counties, one company  stood out from the rest. It offered to transport me to Heathrow from Sheffield – but it wasn’t local to my location. It was a London-based taxi business using a system called ‘Geolocation’. Geolocation technology has been around for a number years and is a very simple but an extremely clever data concept. Websites that use Geolocation identify visitors through their IP address (every computer or device has a unique IP address). This enables a website to identify where a website visitor is situated and then presents content ‘local’ to them in response to their search. For example, a national recruitment company might present a list of jobs in the East Midlands in response to a search request by a website user based in  Nottingham. Or, as in my search, information relevant to someone living in Sheffield was delivered to my screen following my search for a taxi to Heathrow. Using Geolocation software, a web advertiser can appear to be located locally to the person searching and by definition, this looks like a more relevant solution to their search needs than a competitor. It’s perfect for national businesses targeting particular towns or regions. For example, manufacturers, insurance companies, retailers, estate agents, financial businesses, travel companies and lots more could find it...
Integrated email marketing and telesales campaign finds new sales leads for Client

Integrated email marketing and telesales campaign finds new sales leads for Client

Barbour-ABI enables suppliers to the UK Construction industry find tailored sales leads for the types of projects they specialise in, in the areas they wish to work. AdPlace Marketing and Media has helped the O’Connell’s Drywall Contractors to: Identify the most appropriate projects in their sector Make initial contact with the specifiers on those projects to introduce O’Connell’s Use telesales marketing to qualify the leads and to obtain tender opportunities for the work Follow up and diarise future phone contact to help secure a contract By integrating desk research with Barbour-ABI, email marketing and telesales, we have opened up many new sales opportunities for O’Connell’s. To find out more, please download the PDF. If you are a Specialist Contractor in the Construction industry and are struggling to find the time to maximise ROI on your investment in a tailored lead generation system like Barbour-ABI or Glenigan, then ask the AdPlace Marketing team to help you. Call 01246 431572...
SURVIVING GOOGLE’s MOBILE FIRST INDEX

SURVIVING GOOGLE’s MOBILE FIRST INDEX

I have been reading a paper by SEO company Click Consult called ‘Surviving Google’s Mobile First Index’ in 2018, which is quite detailed in its content. However, its message is important – which is why I’ve condensed it to some key points for this email. If you wish to read the paper in full, you can download it here. Mobile search surpassed desktop some time ago and is increasing. This is because Googlebots are now crawling websites in inverse proportions – approximately 80/20% weighting in favour of mobile. Google’s idea is to reduce the frustration of users who may click on the first result in a mobile search and find a site calibrated for much larger screens and requiring excessive scrolling on a mobile. In instances where large advertisers run two websites – one for desktops and one for mobile – it is the mobile website that will be indexed first. For this reason it is more convenient for advertisers to convert to a reactive or responsive website to reduce duplication of work. As I’ve mentioned in previous e-mails, HTTPS (secure) websites are beginning to take priority over standard HTTP sites, the latter starting to be marked as ‘insecure’ in searches by our friends at Google. The recommendation by Click Consult is that these changes need to be addressed within the next 12 to 18 months. The next point is particularly interesting. Progressive Web Apps (PWA) combine the best of a website with the ease of an app. They are websites that enable an app shell and configuration file to be downloaded to a smartphone, which allows the app to take on the best...
Read February’s Wise up Wednesday emails again here

Read February’s Wise up Wednesday emails again here

StreetwiseSubbie’s round up of ‘Wise up Wednesday’ emails is now available in a monthly publication. Written for specialist contractors in the construction and engineering industry, you can read it and download it here. To view at full screen, click the icon in the centre of the brochure image. You can email your comments, or request to subscribe to your own personal copy, by clicking here....
Amy & Geoff collect 2018 Institute of Direct Marketing CPD Awards

Amy & Geoff collect 2018 Institute of Direct Marketing CPD Awards

Everyone at AdPlace is pleased to announce that Geoff Noake and Amy Helliwell have both received their IDM CPD Awards for 2018 from the Institute of Direct and Digital Marketing (IDM). This Continuing Professional Development Award, which reflects a commitment to self-improvement and ongoing development, is a major part of the IDM’s work with members. Google advertising, GDPR, Artificial Intelligence (AI), mobile-first web development and the all-important marketing aspects of Search Engine Optimisation have featured over the last twelve months and this helps ensure that the AdPlace agency stays on top of trends and new developments in a very fast changing marketing and advertising industry. AdPlace managing director and IDM Fellow, Geoff Noake, says: “For a small advertising agency, much of the knowledge we take from the IDM and other events hosted by major brand advertisers often exceeds the needs of our Clients. However, we try to take the elements, processes and experiences that clients do need and instigate these at a level where we can help make them count.” Amy has previously gained her IDM Certificate in Social Media and this year’s CPD Award follows on from the one she achieved in...