A few years ago, the Internet experienced a video revolution. As broadband access expanded and more people began uploading content, video became an expected resource for consumers. Businesses could get more mileage out of television commercials and engage users by linking to video reviews of its products.
A year ago, we saw evidence of small and medium-sized business increasing budgets for video content – to be used both on their homepages and in advertisements. In 2009, 19% of businesses polled were using video (up from 5% in 2008) and I’m willing to bet that number will be much higher in the 2010 report that should come out later this month.
Now, as technology has become more affordable and increasingly mobile, we’re able to experience virtually anything online. As such, local search engines are evolving into master content synthesizers to meet the needs of consumers and advertisers alike – offering video and photos, local advertising deals, user reviews, QR codes, maps and directions, etc.
Consumer expectations of local search engines have never been higher. Users want to see photo and video reviews of a company’s products, read what other people have to say, and even take a virtual tour of your store or restaurant before they visit.
The same is true of small- and medium-sized business owners looking to find a competitive advantage. Local search engines are offering more dynamic content than ever before to users and it’s up to search marketers to help business owners feed that content.
It’s interesting to see how video content has changed since the advent of YouTube. Instead of traditional video advertising, we’re seeing new technology that lets users look around your business from their own home. Soon, we’ll be able to find virtual creations of almost any environment online – and those virtual tours are being integrated with current deals and other advertising promotions to drive traffic to your business.
Recently, a company called EveryScape partnered with Bing and YP to offer digital advertisers a new local search solution – virtual tours. For example, YP360 will let a user step inside a restaurant in Baltimore while they’re still on the train. They can choose a place and even set a reservation, all within the same application on their phone.
Google Earth has gone indoors and local search engines are responsible for bringing this detailed and vivid content to users while keeping it simple and accessible. And the business case for offering this new content to users and advertisers alike is clear as local advertising is expected to grow to $16.1 billion this year, up from $13.7 billion in 2010.
Even more, mobile phone advertising spending is expected to be more than a billion dollars in 2011, up 48% from 2010. Local search engines like YP and Yelp! are seeing over 20 million visitors a month, many of them accessing via mobile phones.
This is a great opportunity for local search engines and advertisers to embrace this new technology and get ahead of the pack. Effective local advertising goes beyond building a social networking presence and listing in directories – you have to make sure your content is engaging. In the online world, the savviest local search marketers who use this technology well will have the most successful campaigns.
I recommend that any business owner or local search marketer read up on the latest digital advertising solutions and consider offering your customers virtual tours of your products or store. To set your business apart, you need to stay current with the best that local search has to offer.
Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.
Related Topics: Locals Only
Surface Encounters
The NFL Players Association will reportedly begin paying players in need from its lockout fund beginning April 15.
Surface EncountersRT @itmedia_news: å Ÿç™ºã „æ”¾å°„ç·šã '解説㠗㠟講談社㠖ルーã 㠃クスã ç„¡æ ™å…¬é ‹ ^宮本 http://bit.ly/fXjGtO.
Surface EncountersFox News is hard right heroine. They love pushing stories, even with only an ounce of truth and a pound of spin, to their audience. However, it is basically the only opposition voice people on the far right have besides talk radio. ...
Surface Encounters Editor’s Note: Jim Dalrymple has been writing about Apple for more than 15 years. You can follow him on Twitter @jdalrymple and on his Web site at The Loop.
Apple CEO Steve Jobs on Wednesday introduced the iPad 2 at a special event in San Francisco, taking even more momentum away from its competitors.
I’ve had a lot of people in the last 24 hours tell me that the iPad 2 isn’t as revolutionary as the first generation device. Yes, that’s true. But not every device a company releases has to be or can be revolutionary.
Apple has released three revolutionary products in the last decade alone: iPod, iPhone and iPad. I really can’t think of any products from Apple’s competitors that fit in the revolutionary category in that same time period.
People also said that Apple wasn’t very forthcoming with the specs of the iPad 2. Again, that’s true, but there’s a good reason for that—nobody cares.
Well, some people care. Those of us who are geeks care about specs. However, have you ever noticed that when you sit with your non-geek friends and start listing off specs their eyes glaze over and they rest their chin in their hand.
That’s because they couldn’t care less.
The iPad 2 is no slouch either. It lost one-third of the thickness of the previous generation, and therefore it is one-third less than the size of the iPad competitors too. It also has new technologies like a gyro built-in that will launch another round of cool apps.
Yesterday’s iPad 2 announcement wasn’t about the geeks—it was about all the other people who will buy an iPad. What those people want to know is “what can I do with it?”
If it fits into their lifestyle, most people are good with that. Apple showed many ways how the iPad 2 can fit into your lifestyle.
From the very beginning, Apple was very smart with how it marketed the iPad. The first thing it did was get the device into businesses and promote the fact that it could be used to get work done. And it was quite successful with that.
In an analyst call in October 2010, Apple CFO Peter Oppenheimer said the iPad was already being used in 65 percent of Fortune 100 companies. That was four months ago and the iPad has grown since then, so we can only imagine where that number is now.
This strategy allowed Apple to do two things. If it came out with the iPad and pushed the gaming capabilities of the device, the business world would have looked at it as a toy. That would have certainly meant slower adoption. It also allowed them to work on some consumer software, two of which we saw yesterday.
In addition to the iPad 2, Jobs also unveiled iMovie and GarageBand for the iPad. This is what people want to know about—what can I do with the iPad that’s exciting and new.
Obviously, creating movies and being able to edit and share them with friends and family is a very popular thing to do these days. iMovie makes that easy.
Creating music, whether a novice or pro is also a cool thing to do. GarageBand is a great app to get that done and you can move your projects to your Mac and continue working on them.
It’s not just about the hardware. Apple delivers the whole experience that nobody else can. Jobs said yesterday that there are 65,000 apps on its App Store specifically designed for the iPad. That’s a lot of things you can do.
If you think Apple’s competitors are jumping for joy because the iPad 2 isn’t revolutionary, I believe you are wrong. I think they’re scared. Yesterday, they figured out Apple’s strategy too, but a little too late.
With few surprises, techies were underwhelmed with Apple’s iPad 2 announcement, but I’m confident that consumers will be thrilled with the product. Apple already had a massive lead in the consumer tablet market it created, and these “underwhelming” upgrades should keep the company comfortably ahead. Apple has given competitors an opening by sticking to 3G, and it did not further pressure them with a lower entry price point or higher-resolution display. However, Apple has three critical advantages.
1. Brand: When consumers are thinking about tablets, they say they are buying an “iPad,” not a “tablet.” The iPad was already the category and volume leader, and the iPad 2 builds on that. In this respect, Apple actually benefits from the crowd of new tablets hitting the market. If there were only one or two strong competitors, consumers would be able to weigh the pros and cons of each offering, but with dozens and dozens of options hitting the market over the next few months, decision paralysis can set in and many consumers will throw up their hands and make the “safe” choice: the iPad.
2. iTunes: The iPad is still the only tablet on the market with a huge digital marketplace for movies, TV shows, and music. Some competitors are taking steps in this direction (e.g., Samsung’s Hub), but iTunes remains a significant competitive advantage.
3. App Store: If all you want to do is browse the Web and check e-mail, any tablet will probably suffice. However, Apple has an enormous lead in purpose-built apps. The Android ecosystem is strong and app availability should improve significantly over time, but the iPad 2 is considerably more versatile than any of its competitors right now, and it appears unlikely to lose its lead any time in the near future.
So if you are competing with Apple, what should you do? Rather than copying Apple’s products, copy its old advertising tag line and Think Different.
Apple’s brand is focused on creative types (or those who aspire to be), which is why it spends so much effort creating things like GarageBand. Competitors should target IT managers, knowledge workers, outdoorsy people, or some other group and build software and hardware combinations better suited to those use cases. Of course, this will take imagination and the ability to tie hardware, software, and services together to build unique experiences. There are some companies thinking outside the box (HTC and RIM have clearly differentiated products on their roadmaps), but for the vendors who are trying to out-Apple Apple… good luck. Here are some pointers, you’re going to need them:
• Based on Apple’s financials, it is clear that the iPad with WiFi is Apple’s volume product and 3G versions are merely gravy. Why is the competition only targeting the gravy?
• iTunes remains a significant competitive advantage for Apple – I cannot easily explain to novices how to get a movie onto the XOOM. Rivals need an “iTunes” of their own, but having one just achieves parity with Apple, so partnering is an acceptable approach. However, half measures are not enough; digital media stores must include movies (including rentals) and TV shows and music. If multiple partners are used, the tablet vendor still needs to provide a common interface and single account/billing relationship.
• Nintendo has a significant base of game developers targeting the 3DS; if you cannot muster equivalent resources (for gaming, media playback, or some other use), adding 3D to your tablet is just a gimmick.
• Apple’s rivals can compete on 4G, higher-resolution displays, or a lower price. Even speed is a potential differentiator from a technical perspective; NVIDIA has quad-core processors sampling this month, so rivals could build even faster tablets for this holiday season. However, I must still caution vendors that all of these factors are irrelevant if consumers do not want your product.
Surface EncountersSurface Encounters It looks like women have caught up with men in numbers in the workplace. For the first time in history, women in the USA now outnumber men in the workforce, and there are now more women in supervisory positions than there are males. The question is whether they will handle the downside of working any better than men.
According to an article by Ella L. J. Edmondson Bell, Ph.D., titled The 21st Century Workplace -- Are Women the New Men?, the economic downturn has hit men harder. They held nearly 80 percent of jobs that have been lost during what is now being called the "mancession." Will women now inherit the stress, pressure, exhaustion, burn out and heart attacks commonly associated with male leaders in business?
Some predict that this new female-dominated workplace will mean a softening of the corporate culture, with more benevolent leaders. Others foresee just the opposite. Ella says many women don't want to be seen as "soft" -- and others simply aren't. No one would call Carly Fiorina, the head of Hewlett Packard from 1999 to 2005, a wilting lily. According to her memoir, Tough Choices, she was sometimes referred to as Chainsaw Carly.
All of this is especially relevant on the entrepreneurial side, since statistics show that women are starting businesses at more than twice the rate of their male counterparts. Some would argue that the growing success rate of women entrepreneurs shows that they are resourceful, and better able to succeed, despite the odds.
While I'm sure we will continue to see progress on the female side, I predict that they will struggle with the same major challenges faced today by men. These include:
- Funding your dream. Raising money is hard, whether you are counting on friends, investors, or banks. I rarely see women at angel investment groups, either asking for money, or offering to fund new ventures. Men seem more focused on this one.
- Need for increased confidence and mindset skills. Many women and men are paralyzed by perfection, plagued by pessimism, and the need to satisfy others, rather than themselves. We need more women leaders.
- Motivation to succeed. Every entrepreneur needs to love what they do, and believe so strongly in their product or service that they can weather the tough times. On this one, it's easy to spot the ones with passion, from either gender.
- Manage time and priorities. Women, often more than men, try to do too much. It's hard to balance the continual demands of the business, personal relationships, and home life. Every entrepreneur needs to prioritize the important tasks ahead of urgent tasks.
- Never stop learning. After you start your business, the learning really begins. True entrepreneurs look at failures as their best learning experiences. Networking, and using your network is the next most important element of learning.
I don't see any challenges which are so gender specific that they can't be overcome by any entrepreneur. Yet I don't think women should be convinced that the battle for equality is almost over. There is still the question of why there are so few women in high places, and why the average income for women in business is about 68% of men's income.
What I am hoping is that women will not just be the new men, and suffer from the same maladies and limitations. I'll be looking for women to create the "new business culture" that every worker wants -- better role definitions, more effective and productive leadership, and better work-life balance. That would make women entrepreneurs the new women, rather than the new men!
What’s affecting me, my clients and other small-business owners this week.
THE QUAKE IN JAPAN, A GOOFBALL IN VENEZUELA Japanese earthquake damage is estimated at $310 billion and could be the costliest natural disaster ever. Japanese exports suffer. Kate Rogers of Fox revisits how to protect your business from catastrophe. “Small-business owners can determine if they should be seeking disaster coverage by weighing their investment in the business itself, among other factors. If the business is the sole form of income, the risk is much greater than if it is a hobby or part-time project.” Elsewhere around the world, the war industry gets a boost in Libya. And Hugo Chávez of Venezuela says capitalism may have destroyed life on Mars.
REAL ESTATE FALLS, JOBS RISE Mark Thoma says commodity prices are increasing because of world demand. A small-business owner in Georgia is trying not to pass on the cost of high gas prices. Detroit’s population declines 25 percent. Existing-home sales fall to the lowest on record. Meredith Whitney, an investment adviser, says, “Unless the government comes out with a 50-year mortgage, this market is in trouble longer term.” Gallup’s job-creation index is the highest since September 2008. Durable goods orders fall.
ANNE HATHAWAY AND WARREN BUFFETT The Fed earns $79 billion and predicts that the recovery is taking hold. Nonetheless, one of its officials warns that the United States is approaching insolvency. Meanwhile, Warren E. Buffett predicts growth but some think his company’s stock is buoyed by Anne Hathaway. Household balances sheets continue to improve. Scott Grannis says “the Philadelphia Fed Business Outlook Survey came in very strong. It hasn’t been this strong since the economic boom times of the early 1980s. It’s very difficult to ignore the mounting evidence of a strong economic recovery.” Architect billings increased slightly in February.
DEFICIT THRILLS The Committee for a Responsible Federal Budget is thrilled to see 64 senators calling for comprehensive deficit reduction. But Stan Collender, a budget expert, isn’t thrilled at all: “Does a letter that is so vanilla that it could have been written at any time over the past 40 years really indicate any movement on the current budget debate?” James Pethokoukis of Reuters says he thinks President Obama’s budget is wildly dangerous.
A NEW DEFINITION OF SMALL BUSINESS Timothy F. Geithner says that American small businesses need greater access to capital to spur innovation. The Small Business Administration, facing even more cuts, is for the first time in more than 25 years proposing to change the way it defines small businesses. JPMorgan Chase says it will cease its debit card rewards program because of new legislation that would restrict fees. Missouri gets $27 million in incentives for small-business growth. The Small Business Savings Account Act makes its way through Congress.
TAKING CREDIT The health care legislation celebrates its first anniversary and Ezra Klein defends it by saying, “Is it a perfect piece of legislation? Not even close. Will everything work as expected? Almost certainly not. But for all its flaws, it’s a good law. And it’s worth trying.” Many small businesses are still not taking advantage of the health care tax credit.
TECHNOLOGY UPGRADES A Google project manager pitches cloud computing: “Web-based software is much less costly for buyers than traditional software, and programmers can be so much more innovative, that it’s worthwhile for an entrepreneur to say, O.K., let’s start from scratch.” Paul Mah, an information technology expert, gives us eight reasons to upgrade to Internet Explorer 9. Firefox 4 is released. Microsoft jumps to second in video search and introduces a new PC tool for small business. Netflix suffers an outage. BlackBerry’s tablet is scheduled to arrive in April. AT&T buys T-Mobile but not for the reason you think. And boy. has computer technology come a long way in 10 years.
THE GROWING APPS MARKET Information Week reports that 38 percent of small- and medium-size businesses depend on mobile apps. Amazon introduces an Android app store, and Apple is not pleased. Minda Zetlin of Inc. asks if you should make a tablet app for your business: “The answer is likely a yes if one, your product or service is one where having tablet access could benefit customers; and two, your customers are the type who use tablets.” Just in time: a flood of royal wedding apps.
SPEAKING OF THE BIG WEDDING General Electric releases a much-needed William and Kate refrigerator. Jack Daniels introduces a new product — perhaps to help us forget the royal wedding. Danny Wong gives us three winning ideas to consider. A dating site features a new single man every day. Score plans an e-business learning Web site for small business. Small Business Television is rebranding itself and has introduced a new Web site. Small Business Opportunities magazine is doing the same. A small business introduces its first electric car. Sales of e-books have doubled. The group buying industry is projected to grow to $2.7 billion this year.
TWITTER’S TAX BREAKS Casey Hibbard explains how one company used social media to make $300,000 in a weekend. Robert Scoble discovers the future of work: “Just when we thought we figured out the new ’social enterprise’ market along comes Convofy.” Twitter shows San Francisco’s businesses how to save a bundle on taxes. A one-legged wrestler shows us how to become a national champ.
IT’S GOOD TO BE GREEN A woman in Canada gets a standing ovation for being green. The Manhattan Chamber of Commerce holds its green marketing event on Wednesday. The Clinton Global Initiative holds its university conference this week with a focus on entrepreneurship and a live webcast.
ADVICE FOR SXSW: HAND OUT PILLOWS The Global Entrepreneurship Congress meets in Shanghai this week. April 2 is International Pillow Fight Day. The South By Southwest conference: as seen from a bunch of social media video bloggers — which is yet another reason I won’t attend next year. American Airlines offers a big promo for California business travelers. John Jantsch wants to know the worst business advice you ever received. A third-base coach gives life advice.
SEARCHING FOR HELP WITH SEARCH An American Express survey finds that more than half of small-business owners say they need help with search-engine marketing. A video about why it’s not important to go viral goes viral. Dharmesh Shah shares a few low-cost advertising ideas for start-ups and cautions readers to “think of advertising not as a long-term traffic strategy but as a testing tool to improve your Web site and find out more about your ideal visitor.” An advertising blog discusses how to develop a relationship with the media. Lucy Thornton comes up with a few good marketing themes for April.
A 100-MILLION-MEMBER NETWORK LinkedIn officially reaches 100 million members. Seems like a good time to read the co-founder’s 10 rules for entrepreneurial success.
TRIED TALKING? Whitson Gordon of Lifehacker gives us his top 10 tricks for working while on the go. Example: “Whether it’s that old, dead iPod or the smartphone you’re already carrying with you, you probably have gigs of unused storage lying around waiting to be filled with portable apps, files and other digital travel necessities.” Melanie Brooks of Workawesome.com explains why she uses a leather day planner instead of a smartphone. Greg Schinkel warns against hiding behind our keyboards: “Before you hit ‘reply to all’ and send back a zinger to someone who maligned you, stop and go talk to the person.”
THIS WEEK’S AWARDS
BEST WAY TO GET YOUR CUSTOMERS TO LOVE YOU Ben Yoskovitz talks about the benefits of delighting your customers: “The rewards are immense. Loyal, rabid fans tweet shamelessly about how incredible you are, how valuable your Web application is and how successful your start-up will be.”
BEST WAY TO MARKET WITHOUT A BUDGET Shisha Dublin-Green explains how to market without a marketing budget: “Form an alliance: if you have a hair salon that’s mostly frequented by women with young children and elderly women, you can offer a service whereby you arrange to do their grocery shopping whilst they’re in the salon. You may decide to form an alliance with a local reputable grocer or delivery service to provide this for your customers. This could also be a way to reach out to new customers via your local grocer.”
BEST ADVICE FOR BOOTSTRAPPERS The Smart Bear says that the things money cannot buy are still the most valuable things: “Show proof of your ability to master the things money cannot buy — your ability to learn, change and improve.”
THIS WEEK’S QUESTION: How do you bring in customers without spending a lot? We do free webinars every month.
Gene Marks owns the Marks Group PC, a Bala Cynwyd, Pa., consulting firm that helps clients with customer relationship management. You can follow him on Twitter.
Surface EncountersThe news only seems to be getting worse at Fukushima. There doesn't appear to have been progress at the nuke plant in ages. TEPCO stock got crushed again, and there are even rumors of the CEO fleeing. That dragged Japanese stocks down ...
Surface EncountersSurface EncountersSurface EncountersRead our news of Treyarch hiring for new Call of Duty.
Surface Encounters
