The Useful Marketer

Useful tactics: How to outsmart etailers online

The reality? The ecommerce threat is more bark than bite for local retailers.

Local retailers have the advantage over national ecommerce retailers

It’s a classic David vs. Goliath scenario. In many parts of the country, local bike shops are under assault by mammoth e-commerce sites who are invading local markets online to dominate Internet search results for their most popular (read: high-margin) brands and products.

Independent bike dealers have reason to be . . .

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May 12, 2013

Useful tactic: 5 steps to profitable mobile marketing

How to plan, execute a cutting-edge digital advertising campaign

Mobile marketing sells more if you follow these 5 steps

In previous articles, I’ve discussed strategy and how mobile marketing leverages buyer spontaneity. Although purchasing an auto is a big decision, a key takeaway is that customers with smartphones are “on the go” and looking to buy quickly.

I wrote this thought leadership piece for a national automotive dealer magazine to . . .

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May 01, 2013

Useful tactic: How mobile closes the loop on traditional

Mobile marketing captures buyer spontaneity online

When local shoppers see a traditional ad they search online and today more often than not it's from a mobile phone

We’ve all done it: In a moment of boredom (watching TV, reading a newspaper or waiting for our kids to finish sports practice) we pull out our smartphone and start searching for a product. A service. A brand.

I wrote this thought leadership piece for a national automotive dealer magazine to be useful to GMs and Internet . . .

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April 14, 2013

Useful tactics: How local cycling shops attract customers online

How digital marketing convery Nelo's Cycles attracts new customers with the Internet

Local bicycle dealers are turning online searches into new customers and sales

Over the last decade, the marketing landscape has changed dramatically. Local periodicals are attracting fewer readers, and telephone directories are filling recycling bins. Consumers just aren’t relying on those resources as much as they used to.

So where are today’s consumers getting their information?

According . . .

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March 30, 2013

Useful video: Netsertive named Google Premier SMB Partner

Executive team outlines partnership, path to earn elite designation

Netsertive Google Premier Partnership Team Video

As employee #20 at Netsertive, I've been lucky enough to be part of the company's incredible hyper-growth since 2011. Our incredible smart team delivers on its promises everyday, helping national brands and their local retailers team up online to be found and sell more.

We were named a Google AdWords Premier SMB . . .

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March 25, 2013

Useful tactic: Why mobile marketing?

Mobile shoppers buy within 24 hours, prefer websites and search engines to apps

Capture more in marketing auto shoppers with mobile marketing in 2013

It’s time to get serious about mobile marketing. A growing tide of research reveals what digital dealers may already know: Tech-savvy shoppers using smartphones are low-funnel sales opportunities who are searching “on the go” and are ready to buy (and soon).

I wrote this thought leadership piece for a national automotive . . .

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March 01, 2013

Useful videos: Tuning 3 levers of online marketing success

How to move this trio of levers to impact results today

3 levers of online marketing success

As the new year begins, I have a challenge in front of me. Our sales team and client success managers worked together to set pitch perfect expectations for our online marketing outcomes.

But a piece is missing: new clients were having difficulty giving us the business goals we need to start their campaigns on the right . . .

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January 12, 2013