Bill Dinan

Bill Dinan is president of Localogy, a not-for-profit trade association comprised of technology, marketing and media service providers and multi-location brands that help small businesses thrive in an increasingly localized world. Bringing deep expertise on how local commerce industries are evolving with new technology and business approaches, Dinan has successfully led and grown companies over the last few decades, including WEB.com, Acquisio, Telmetrics and others.

Experience

Last-Mile Local Marketing With Mobile: An #LSA14 Retrospective

Mobile devices are our own personal Sherpas — or, as Woz said in his popular keynote, “your most trusted advisor in the world.” Marketers are soaking up real-time info based on our location-based needs so they can reach relevant consumers’ hands whenever and wherever — ideally in the Last Mile of the purchase cycle. This […]

Experience

Count Incoming Calls Right To Maximize Cross-Platform Marketing Returns

Calls are in — in a big way. The adoption of mobile and ease of satisfying a near-immediate search need with a quick phone call have fueled the universal acceptance of calls as a key engagement and conversion indicator. All direct response advertisers — regardless of size or sophistication — understand and appreciate the value […]

Data

Calls Are A Timeless Performance Metric

Consumers’ research and purchase patterns have been changing rapidly, keeping marketers on their toes as they modify multimedia ad programs to meet their latest needs. Despite this evolving state of media engagement, the phone call remains a “go to” consumer response across multiple media — and thus represents a strong conversion indicator for many local […]

Data

Call-Through Rate: Key Mobile Ad Performance Metric

With as many as 60 percent of all mobile local searches leading to consumer action within the day (depending on the category), mobile consumers are ready to connect with businesses. While calls are a de facto consumer response for smartphones (it is, after all, a phone), only a small number of mobile marketers are tracking […]

Experience

DNI – What Mobile Search Marketers Need To Know About Online-Offline Attribution

With the rise in mobile marketing, measuring the online-offline attribution of a mobile search campaign has only increased in complexity. Most marketers today are making valiant efforts to track all secondary actions – from phone calls and driving directions to map and reservations look ups – but tracking a call back to the specific mobile […]

Experience

Evolution Of Display Ad Strategies For Mobile Monetization

There was a time when the worlds of search and display advertising were completely separate, given the emphasis on click-driven search ads versus branding-focused display ads. Then mobile happened — consumers shifted from desktops to smartphones and tablets as their primary “action” devices for researching and making purchases, which brought a whole new set of […]

Experience

4 Tips For Capitalizing On Untapped Mobile Conversions

Mobile devices have increasingly become the go-to resource for consumers looking to make a near-term buying decision. In fact, our recent xAd-Telmetrics Mobile Path to Purchase Study showed that more than 60 percent of mobile searchers ultimately make a purchase, many within hours or the same day. Because mobile consumers are further along in the […]

Experience

Mobile Users: Consumers Are Buying, But Behavior Varies By Vertical

Mobile is hot and shows no sign of moving off marketers’ priority list. Not only is there an enormous, diverse mobile audience that includes tweens to great grandmas, but advertisers of all sizes are growing comfortable with mobile — because they are always on their own smartphones or tablets, as well. New research further validates […]

Experience

The Rise Of Local Mobile Pay-Per-Call – 3 Tips For SMBs

Local mobile pay-per-call advertising has kicked into high gear in 2012 — in fact, we recently reported 30 times the number of mobile pay-per-call ads in Q1 2012, when compared to Q1 2011. Since mobile devices are not only search tools but phones at their core, mobile pay per call is a natural ad model […]