Taking brands-to-local is more important than ever as most consumers transact with brands via a local retailer. Think about the last time you replaced a refrigerator, bought a mattress or rolled off a dealership lot. Chances are you had options of many brands all aggregated through the local retailer whether Costco, an appliance shop or auto mall. Let’s not forget that most of our initial experience begins from a mobile device while greater research is done via tablet/ laptop or if you still have one - a desktop.
Building a universal experience across the many devices ensures an effective and sustainable strategy. Brands must chose technologies and/or their agency providers that align with ROI/ attribution.
Three powerful tools in the brand’s corner are powered by web experience companies like DevHub.
Migrate: legacy platforms (typically bespoke CMS’s) have not been regularly innovated on since 2007. Especially in-house landing page solutions built when most browsing was done via desktop. With increasing pressures from Google around web standards, security - these legacy platforms need to maintain investments but be refreshed with modern compliance.
TRACE: as brands spend time honing their image - maintaining brand consistency while scaling is a must. With technologies like DevHub’s TRACE (proprietary) - brands and their agencies can leverage existing assets to launch marketing campaigns more rapidly and without the taxing internal development teams. This tech is especially useful in obtaining co-op marketing funds where brand imagary/ guidance is often 1 part of qualifying for co-op reimbursement(s).
Reverse Proxy: more retailers are getting better at building their web experience i.e. website. Reverse Proxy allows brands/ agencies to mirror a site on a unique domain. This is important as agencies need to place their analytics in order to optimize search engine marketing campaigns. Utlizing reverse proxy allows agencies to use their internal tags, A/B testing and analytics to measure ROI without having the client administering shared access or placing new tags - while protecting sensitive site data.
Whether supporting mobile responsive sites, location based landing pages, brand compliance or co-op marketing standards - web experience platforms are fueling the scaled approach to marketing brands to local.