SOCi Summit: Multi-Location Marketing in the AI Era
2023 SOCi Summit, “Ask The Experts Panel”: Kaci McBride, Jennifer Koen, Melissa Telsrow
We recently met in Chicago for the annual SOCi conference, where this year’s focus was the hot topic of 'Multi-Location Marketing in the AI Era.' We had the privilege of learning from industry thought leaders, representing top platforms such as Google and Meta, along with other multi-location brands leading digital transformation in the AI era. Melissa also had a unique opportunity to participate as a panel expert, answering attendees' questions about search and social.
Here are some key takeaways that we’ll be bringing back to our clients:
Generative AI is poised to transform the very nature of search by making it possible to synthesize web content into conversational results matching any search need. This will require brands to evolve the way their branded content and resources are structured and indexed by Google.
Facebook's ad platform has made impressive progress in the use of AI for customizing ad collateral and targeting relevant audiences. This is just one of many arenas in which Facebook and parent company Meta are working on the cutting edge of AI, with advanced models like LLaMA and ImageBind spurring massive development efforts in the open-source community. Our team has already begun testing into AI predictive audiences for ad campaigns and optimizing results accordingly.
An ideal local strategy is one that combines organic with paid efforts in the optimal way, using organic marketing to capture and funnel demand and leveraging ads to boost awareness in markets where demand signals need to grow.
The Google Business Profile area address (even if not publicly visible) can skew local intent searches. This means that pages with a corporate office address located in another city may not rank as high in those local intent searches. Not leveraging all of the Google Business Profile features can also impact ranking in local search results (e.g., unique link, photos, updates, Google Q&A, reviews).
Brands should begin using Google Q&A as a way to answer commonly asked questions about the brand.
To learn more about how we can help your brand navigate digital transformation in the AI era, schedule a call with our team. → Contact us today
@hiperlocal We went to this year’s #SOCiSummit to get #InTheClouds on multi-location marketing in the AI era. What questions do you have about how AI will impact yoir brand’s #socialstrategy? Ask us in the comments! #socialmediaagency #socialmediaconference #ai #socialmediaai #socialmediamarketer #brandmanager ♬ original sound - Hiper, Inc.