{"id":110703,"date":"2017-03-20T16:05:00","date_gmt":"2017-03-20T21:05:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/business-hygiene-no-longer-important\/"},"modified":"2024-12-21T05:51:06","modified_gmt":"2024-12-21T10:51:06","slug":"business-hygiene-no-longer-important","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/business-hygiene-no-longer-important\/","title":{"rendered":"Is Business Hygiene no longer important?"},"content":{"rendered":"<p>Local search provides the easiest way of communicating store information, location, phone number and opening hours. Most brands have a lack of ownership of this channel (read more on this <a href=\"\/en-gb\/rise-local-search-helping-businesses-break-silos\/\">here<\/a>): when DAC raise awareness that a company\u2019s information, displayed on Google et al, does not match the brand\u2019s website, brand\u2019s acknowledge it\u2019s far from ideal, and then very quickly follow up with questioning how fixing this will impact ROI. This should not be the motivating factor &#8211; as digital advertising is so measurable and accountable, digital teams are ignoring the basics and need to ask the following questions:<\/p>\n<ul>\n<li>Is it acceptable for opening hours to be wrong within the Google local pack?<\/li>\n<li>Is it acceptable for a potential customer to visit a store to find it\u2019s closed?<\/li>\n<li>Is it acceptable for a potential customer to not be able to find the store because the pin placement is incorrect?<\/li>\n<li>Would you have wrong opening hours on your front door?<\/li>\n<li>Would you show an open sign visible when the store is closed?<\/li>\n<\/ul>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69faf8a97546a'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69faf8a97546a');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Who\u2019s responsible for this? And make sure it\u2019s fixed.\u201d However, drill down to the digital teams on the front line and you\u2019ll find that they are so heavily focused on ROI and results, that requesting budget for digital activity that is not directly responsible for e-commerce ROI is out of the question. Is the ROI challenge suffocating and preventing digital teams from thinking holistically about the greater good of the business? Brands must realise that there\u2019s more to digital channels than pure ROI. This would change the mind set and allow their teams to think openly about all opportunities available.While brands are comfortable allocating budget to ATL channels that can\u2019t be tracked, as soon as a channel is digital there must be a ROI. If you want to check if all your <a href=\"\/en-gb\/local-marketing-platforms\/presence-management\/\">business listings are accurate<\/a>, get in touch with DAC London for free audit.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Local search provides the easiest way of communicating store information, location, phone number and opening hours. Most brands have a lack of ownership of this channel (read more on this here): when DAC raise awareness that a company\u2019s information, displayed on Google et al, does not match the brand\u2019s website, brand\u2019s acknowledge it\u2019s far from [&hellip;]<\/p>\n","protected":false},"author":79,"featured_media":110704,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[],"class_list":["post-110703","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Is Business Hygiene no longer important? | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/business-hygiene-no-longer-important\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is Business Hygiene no longer important? | DAC\" \/>\n<meta property=\"og:description\" content=\"Local search provides the easiest way of communicating store information, location, phone number and opening hours. 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