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Contextual Marketing in the Era of Mobility (Jeffrey K Rohrs, CMO of Yext)

Posted on March 10, 2016 by Glenn Gow

In the next 5 years, smart mobile devices are set to more than double from 1.75 to 4 billion. Mobility is driving most of the change today in the way that people interact with the World. Yet a whopping 93% of all transactions still take place in brick and mortar stores. For all the ways that daily life and consumer behavior are changing, it could be argued that physical location is becoming more, not less relevant. To adapt to this trend, says Jeff Rohrs, CMO of digital global location management leader Yext, marketers need to think about “connecting people in the real world to contextually relevant information.” Jeff joins Moneyball for Marketing in this edition to talk about how businesses can build digital marketing solutions into their real world engagement, while getting the context right. Some of the topics of discussion include:

Offline—the new Online: The online experience has trained buyers to expect a more relevant experience, holds Jeff, stating that “offline is the new online.” Lamenting examples such as when you “open up your mobile ad in the street in New York and get an app on games or something completely irrelevant to the physical space that you’re in,” Jeff says that location awareness is the first key step to delivering contextually relevant marketing.

Brand Beacons: Jeff explains how beacons work and reveals the two opportunities for brands created by these devices in the retail store environment. He shares how Yext project “Xone” has been delivering “double digit uptakes in terms of double visitation and response,” and discusses how to integrate retail engagement with multi-faceted, cross-channel digital marketing solutions.

Permission Mission: “The consumer has to be in control,” reminds Jeff, “as they see the value exchange they’re willing to share…information…but it requires respect from the marketer and kind of a cautious approach.” Jeff and Glenn discuss the power of delivering relevant, respectful engagement to buyers, who will in turn offer the access marketers need and desire.

Jeffrey serves as chief marketing officer of Yext, the global digital location management leader. Prior to joining Yext, he was the vice president of marketing insights for Salesforce and ExactTarget. He is also the author of AUDIENCE: Marketing in the Age of Subscribers, Fans and Followers as well as the award-winning SUBSCRIBERS, FANS & FOLLOWERS Research Series. When not pondering marketing’s great mysteries, Jeff soothes his Cleveland sports-related agita by BBQ’ing on his back deck.

Yext is the global Digital Location Management (DLM) leader, helping over 500,000 business locations reach mobile consumers across a network of 100+ app, map, directory, search engine, and social media partners including Apple, Bing, Facebook, Foursquare, Yahoo, and Yelp. Yext’s mission is to enable the world’s 50 million businesses to tap into the power of location and drive face-to-face and digital interactions that boost customer engagement, build audiences, and increase sales through our three core products, PowerListings®, Pages, and Xone™.
Based in the heart of New York City with a growing team of over 400 employees worldwide, Yext has been recognized as one of America’s fastest growing companies by the Inc. 500 (#212 in 2015), one of Forbes Most Promising Companies (2014 & 2015) and one of Fortune’s Best Places to Work (2014 & 2015). Learn more about how we help people go places at www.yext.com.

Glenn Gow

Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on TwitterLinkedInGoogle+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.


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