Local digital marketing company Mobsuccess has announced the acquisition of Vectaury and the launch of its broad solution to accelerate local marketing beyond retail based on smart data.
Founded in 2013, Vectaury is a leading French online marketing company. The company has designed an innovative technology platform, which allows brands and their agencies to optimize their advertising campaigns on the Display Network thanks to the power of its predictive algorithms. They have been particularly recognized by CESP and the Mobile Marketing Association, for the quality and accuracy of their solutions. The Vectaury Data Management Platform (DMP), 20 million unique profiles and its proprietary algorithms for calculating catchment areas allowing accurate targeting of audiences, will complement the Mobsuccess platform for large-scale formation, the first solution for multi-rack and localized metered activation.
Combined with technology and commercial integration, this merger with Vectaury allows Mobsuccess to now have nearly a hundred experts in areas such as media trading, geo-marketing, data science, and graphic design, and is able to support advertisers at every stage of their campaign.
Translated content outperforms untranslated content 12 times, and 74% of consumers search locally at least once a week.
Multi-local display, at scale
Mobsuccess is taking advantage of this acquisition and its proprietary solution to launch “at scale” the first metered, multi-lever, localized activation solution, allowing physical retailers to harness the power of citizen and local accuracy. Concretely, it broadly allows major brands such as Decathlon, Gémo or Weldom to optimize their advertising budgets via point of sale, by accessing media partner inventories such as Facebook, Google, Leboncoin, Waze or Youtube, while accurately measuring traffic. . The collection of millions of location data makes it possible to optimize the collection areas according to the goals of the advertiser’s loyalty or conquest, and above all to import local commerce measurement practices into the e-commerce world that has been in place for a long time in e-commerce. In a campaign by ATOL Franchise, the brand estimates that out of 100 people who click on their massively executed campaigns, approximately ten go to our sales point. This KPI is the nerve of war and allows for a fairly competitive cost per visit, making mobile advertising a more effective lever than the others!
If the first large-scale application area is the distribution sector, whose digital transformation has accelerated with the decline of flyers and Oui Pub, this solution can also address many other sectors, especially car dealerships, bank branches or real estate, cultural venues, fairs and exhibitions. With the motto of “Scaling Proximity”, the brand will also broadly carry the group’s ambitions internationally, by introducing its local and multi-lever solutions into new markets.
Local Marketing Challenges and Opportunities
A 2020 study by Forrester polled 154 multi-site marketing leaders about local marketing challenges and opportunities. Most believe that focusing on local marketing is important and worth investing in. Sixty-one percent (61%) of respondents said that improving marketing effectiveness at the local store level is a high or critical priority over the next six months. They also cited barriers to creating a strong local marketing strategy for their multi-location business. Seventy-seven percent (77%) said that “implementing a local marketing strategy in all of their locations is difficult business.” Key local marketing challenges for multi-location companies include:
- Business marketing lacks the resources to effectively and efficiently manage all sites, posts and reviews across all sites (36%)
- We have organizational silos (35%)
- Our digital marketing strategy has always had a national rather than a local focus (31%)
- Difficult to balance local customization with national/overarching brand consistency (31%)
- Corporate marketing lacks location-specific knowledge or data to properly support local marketing (30%)
- We strive to oversee the brand’s overall localized marketing effort while providing opportunities for individual sites to engage and engage when needed (25%)
- We’re having trouble correctly attributing questions, local comments, etc. For the right parties within our organization to resolve (25%)
The benefits of local marketing are of sufficient value that this marketing approach cannot be ignored. If multi-location brands want to continue to attract and engage new and returning customers, they need strategies to reach local and nearby customers. The key to successful local marketing for multi-location companies is collecting the right data. Business data is essential to understanding what works across all of your properties, in both digital and physical spaces. Plus, it helps you organize your customer segments so you can target customers with relevant local messages.