# DAC — full text > The complete text of every page listed in /llms.txt, concatenated. Generated 2026-10-25. > Each document begins after a line of the form: --- --- https://www.dacgroup.com/insights/blog/paid-media/meta-muse-agentic-ai-customer-journey.md --- title: "Meta Muse: How agentic AI could reshape the customer journey" date: 2026-10-05 author: "sallard" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/10/Meta-Muse-Blog1-875x438-1.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/meta-muse-agentic-ai-customer-journey.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/meta-muse-ia-agentique-parcours-client.md" --- # Meta Muse: How agentic AI could reshape the customer journey AI has already changed how people discover and evaluate brands. Consumers can ask complex questions, compare products and services, and receive personalized recommendations without following the traditional search journey. Meta Muse introduces another potentially significant shift: What happens when AI moves from helping consumers decide what to do to *actually doing it for them*? Launched in the U.S. in September 2026, Muse is Meta’s new personal AI agent, designed to complete tasks such as researching products, booking travel, making reservations, and completing purchases. There are currently no dedicated Muse advertising opportunities, but it offers an early example of a bigger evolution from search to generative discovery to agentic action. If that behavior reaches meaningful scale, brands may increasingly need to win over not only consumers, but also the AI agents helping them decide and act. The opportunity now is to prepare for that shift without getting ahead of the evidence. ## What is Meta Muse? [Meta Muse](https://about.fb.com/news/2026/09/introducing-muse-personal-ai-agent/) is a personal AI agent designed to do more than answer questions. Operating through a dedicated cloud environment with its own browser, Muse can interact with apps and websites on a user’s behalf. Potential uses include: - Researching and comparing products - Booking restaurants and travel - Completing purchases and monitoring prices - Managing email and calendars - Calling businesses and following up on longer-running tasks Early interest has been significant: Sensor Tower estimates reported by TechCrunch put Muse at [more than 3.4 million downloads less than three weeks after launch](https://techcrunch.com/2026/09/25/meta-is-putting-its-muscle-behind-muse-as-the-ai-app-takes-off/). That figure should be treated cautiously, however; downloads don’t necessarily indicate sustained usage or retention. The distinction between a chatbot and an AI agent is important. Ask a chatbot about hotels and it might recommend five options. An agent could potentially research those hotels, compare availability, make a selection, book the room, and add the reservation to your calendar. Meta’s ambitions also extend beyond a standalone consumer app. At [Connect 2026](https://about.fb.com/news/2026/09/the-biggest-news-from-connect-2026/), Meta announced additional connectors and plans to integrate Muse with its AI glasses. It has also announced a [Meta Enterprise Platform](https://about.fb.com/news/2026/09/launching-meta-enterprise-platform/) incorporating Muse technology and the Muse API, as well as [Muse for Small Business](https://about.fb.com/news/2026/09/introducing-muse-small-business/), with connectors spanning platforms including Shopify, Stripe, QuickBooks, Klaviyo, Slack, and Canva. Taken together, these developments suggest Meta sees Muse as part of a broader agentic layer spanning consumers, businesses, commerce, and its wider ecosystem. ## Why Meta Muse matters to marketers Muse matters less because it is a new AI product and more because of the behavior it represents. Consumers already use generative AI to research problems, compare products, evaluate services, and ask for recommendations. Agents potentially add another step: acting on those recommendations. Consider how that could change the customer journey: **Traditional journey:** Consumer → search/social/ad → brand or retailer → research and comparison → purchase **Agent-mediated journey:** Consumer → AI agent → research and comparison → selection → transaction Advertising doesn’t disappear, and neither does the consumer. But an agent could increasingly influence which brands enter the consideration set, what information gets evaluated, how options are compared, and what is ultimately selected. An agent’s ability to act also depends on more than its technical capabilities. Amazon’s reported decision to [block Muse from shopping on Amazon.com](https://www.adexchanger.com/commerce/amazon-blocks-metas-muse-ai/) illustrates that retailers and platforms can determine whether agents interact with their ecosystems. For marketers, that raises a new possibility: It may no longer be enough to make a brand easy for consumers to discover and evaluate. Brands may increasingly need to make themselves easy for AI agents to find, understand, compare, and transact with. ## From SEO and AEO/GEO to agentic optimization The good news is that brands don’t need to start from scratch. Much of the work already happening across SEO and AI search optimization creates a foundation for a world in which AI doesn’t just surface information, but increasingly evaluates options and takes action. Traditional SEO asks: **Can a search engine find, understand, and rank my content?** Answer engine optimization (AEO) and generative engine optimization (GEO) broaden that question: **Can an AI understand my brand well enough to surface, cite, or recommend it?** Agentic AI potentially takes that evolution one step further: ### **1. Be discoverable** An AI agent first needs to reliably find the brand, product, service, or location. Strong SEO fundamentals remain relevant, including authoritative content, clear entity information, structured data, consistent product and location information, and credible third-party references. ### **2. Be understandable** Being found isn’t enough if machines can’t confidently interpret what they find. Brands need accurate, consistent information about what they offer, who it’s for, where it’s available, and what differentiates it across websites, listings, feeds, retailer pages, reviews, and other sources. ### **3. Be recommendable** AI needs enough reliable, corroborated information to consider a brand when evaluating options. Authority, reviews, third-party references, product information, pricing, and availability can all contribute. This is why AEO/GEO shouldn’t be viewed as a replacement for SEO. It extends the same underlying goal: making brand information accessible, authoritative, and useful wherever discovery happens. ### **4. Be actionable** This is where agentic AI introduces something genuinely different. If an agent recommends a brand but can’t complete the next step, much of the potential value disappears. For an ecommerce brand, being actionable could mean accurate inventory, pricing, product IDs, shipping information, payments, and clean product feeds. For a restaurant, it might mean reliable menus, hours, locations, and reservation availability. For travel, it could mean current rates, availability, booking infrastructure, and policies. Optimization may therefore increasingly extend beyond content into the data and transactional infrastructure that allows machines to act. Rather than optimizing for Muse specifically, brands can prepare by becoming more discoverable, understandable, recommendable, and actionable across all AI experiences. ## Agentic AI raises the stakes for privacy and trust Muse becomes more useful as consumers give it access to more applications, accounts, and personal information. But the ability to act on someone’s behalf also raises the stakes for clear permissions, security, and trust. That tension became tangible when a Muse user reported that the agent [shared his home address with a Facebook Marketplace buyer](https://www.theguardian.com/technology/2026/sep/28/metas-ai-agent-muse-home-address) after he had granted it broad standing permissions. Meta attributed the behavior to an “Allow Always” permission and said it planned to make those choices clearer. The bigger issue is the potential gap between what consumers technically permit and what they reasonably expect that permission to allow. With agentic AI, privacy is no longer only about who can access information; it’s also about what an AI can infer and do with it. For marketers, that makes trust part of the customer experience. Clear permissions, predictable behavior, and meaningful consumer control will be critical to adoption. ## What does Meta Muse mean for advertising? For now, the answer is simple: **there is no dedicated Muse media to buy.** Advertisers aren’t missing a new Meta placement, and Muse doesn’t warrant a change in paid media plans today. If agent-mediated experiences achieve meaningful scale, however, marketers will face new questions: - Could brands pay for visibility during agent-led discovery, and how would sponsorship be disclosed? - How would advertisers measure conversions when an agent mediates or completes a transaction? - Who gets attribution when media creates demand but an agent ultimately completes the transaction? These are strategic questions, not announced Muse advertising capabilities. But they illustrate a potential measurement challenge as AI becomes more involved in moving consumers from consideration to action. Agentic AI is also emerging on the media-buying side as platforms automate more targeting, bidding, and optimization. That makes independent measurement, clear governance, business-outcome validation, and human oversight more important not less. ## What marketers should do now Muse is worth watching, but it doesn’t require brands to build a new strategy from scratch. Instead, marketers should focus on four priorities: ### **1. Don’t change your media plan because of Muse** There is currently no dedicated Muse advertising inventory, proven optimization framework, or established measurement methodology. ### **2. Keep investing in SEO and AEO/GEO** Continue making brand information authoritative, structured, and understandable to AI while monitoring visibility across generative experiences. ### **3. Make your digital ecosystem actionable** Look beyond content to the information and infrastructure an agent would need to complete a task, including product and location data, pricing, inventory, availability, booking systems, and payment capabilities. ### **4. Watch how the ecosystem develops** Monitor commerce integrations, marketplaces, payment providers, booking platforms, measurement, and attribution as more services open or close their ecosystems to AI agents. Muse itself may or may not become a lasting part of the customer journey. The broader shift it represents is harder to dismiss: AI is moving from helping consumers find and evaluate information toward potentially taking action on their behalf. For marketers, the priority now is to prepare for the behavior, not just the platform. --- https://www.dacgroup.com/insights/blog/paid-media/did-the-marketing-campaign-fail-or-did-the-local-network-fail-to-convert.md --- title: "Did the marketing campaign fail, or did the local network fail to convert?" date: 2026-10-02 author: "sallard" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/10/Local-Shopping-Blog1-875x438-1.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/did-the-marketing-campaign-fail-or-did-the-local-network-fail-to-convert.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/campagne-marketing-echec-reseau-local-conversion.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/marketingkampagne-gescheitert-oder-fehlende-abschluesse-vor-ort.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/did-the-marketing-campaign-fail-or-did-the-local-network-fail-to-convert.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/campagne-marketing-echec-reseau-local-conversion.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/fracaso-de-la-estrategia-de-marketing-o-fallo-en-su-ejecucion-local.md" --- # Did the marketing campaign fail, or did the local network fail to convert? The campaign ran. Leads came in. Sales missed the target. So, what went wrong? For CMOs overseeing franchise, dealership, or distributor networks, the answer can get complicated quickly. Marketing may have successfully generated demand, only for potential customers to encounter limited availability, slow follow-up, or other barriers at the local level. Or sales may be strong in a particular market for reasons that have little to do with the campaign at all. That’s why the most useful question isn’t simply whether marketing worked. It’s **where did the opportunity turn into value—and where did it get lost?** Connecting national investment to what happens at the local level gives marketers a much better way to answer that question and make smarter decisions about strategy, media, and budget allocation. ## Why national marketing still matters, and where localization fits National or local? For distributed brands, that’s the wrong choice to make. Different decisions are simply better made at different levels, and the strongest model is typically a centralized strategy that establishes a common direction across the network while allowing controlled flexibility based on local opportunity. National marketing provides the scale, consistency, and shared learning that individual locations would struggle to achieve independently. Business and marketing strategy, core audiences, campaign concepts, measurement, technology, and media governance all benefit from a common foundation. Centralization also allows brands to share creative, data, specialist expertise, and campaign learnings across the network while gaining buying efficiencies that may not be available to individual locations. But what works nationally won’t always translate identically from one market to the next. Demand, competition, media costs, customer behavior, and operational capacity can vary significantly between locations. Depending on those conditions, brands may need to flex: - **Investment and media mix**, including budget allocation, campaign weight, and channel selection - **Targeting and audiences**, including geographic boundaries and audience priorities - **Messaging and timing**, including promotional offers, calls to action, and responses to local events or competitors - **Investment around operational capacity**, ensuring media isn’t creating demand that a location cannot accommodate There’s an important distinction here: localization shouldn’t mean allowing every location to develop its own disconnected strategy. Local flexibility should operate within an agreed framework, using common decision rules and evidence to determine when and how execution should change. A consistent national framework can—and *should*—produce different decisions in different markets when the opportunity warrants it. ## How to connect national marketing investment to local outcomes This is where looking only at the beginning and end of the customer journey can lead you astray. When sales fall short of expectations, media performance and final revenue tell you what happened at two points in the journey, but not necessarily what happened in between. For distributed brands, that journey might look something like this: **Media investment → demand and engagement → lead or enquiry → available capacity → booking or appointment → sale → revenue** National marketing creates or captures an opportunity, but the local network still has to accommodate and convert it. Understanding performance means connecting data across that entire journey rather than judging success based solely on what happened at either end. **Did marketing create qualified demand?** Start with the marketing itself. Where was investment deployed? Which locations and catchment areas were exposed? And, most importantly, did that investment generate meaningful demand? Increases in brand search, site traffic, calls, store visits, or enquiries can indicate that marketing is doing its job, but volume alone doesn’t tell the whole story. Brands also need to understand whether that demand was incremental and whether [increased interest translated into valid, contactable prospects](https://proove.dacgroup.com/services/conversion-experience-optimization/). Lead quality may also vary significantly by market, channel, or campaign. **Could the local network accommodate that demand?** Generating demand only creates value if the business can accommodate it. Were appointments, products, staff, or services actually available? How quickly could customers book or receive a response? This is where a campaign that looks successful from a media perspective can run into trouble. Marketing may be generating plenty of interest, but if customers encounter long waits, limited inventory, or slow follow-up, that demand may never become revenue. Capacity data therefore belongs in the performance conversation. Identifying locations where demand exceeds availability can help brands avoid increasing investment where additional media is unlikely to generate incremental revenue. **Did that opportunity convert into revenue?** Finally, what happened to the opportunities the business could accommodate? How quickly were enquiries followed up? What proportion became appointments, tours, or bookings, and how many of those ultimately became sales? Comparing conversion rates across locations can reveal where valuable opportunities are being lost. A weak revenue result doesn’t automatically mean the campaign failed. Marketing may have generated valuable demand that limited capacity, poor availability, or weak follow-up prevented from becoming revenue. Equally, strong local sales don’t prove that marketing caused them; existing demand, seasonality, location maturity, competitor activity, and other business factors may all contribute. The point isn’t to remove accountability from marketing or shift blame to local operators. It’s to identify the specific point where potential value was created, reduced, or lost so the business can address the right problem. ## Build a measurement framework you can trust across every location Connecting marketing activity to local outcomes only works if every location is being measured consistently. If one location calls something a lead and another calls the same interaction an enquiry, comparisons get shaky fast. Apparent differences in performance may reflect different definitions, data collection methods, attribution rules, or reporting practices rather than meaningful differences between markets. **1. Standardize the foundation** Start with an overarching strategy for every location and agreed geographic boundaries or catchment areas. Brands also need standard definitions for leads, enquiries, bookings, appointments, sales, and revenue, along with consistent campaign taxonomies, reporting periods, attribution windows, and rules for handling duplicate leads, cancellations, repeat customers, and missing data. It may not be the most exciting part of the measurement strategy, but these standards matter. They create a common language across the network, allowing marketers to compare performance between locations with greater confidence. **2. Connect the full customer journey** The next step is bringing together data that is often managed separately. Marketing indicators such as reach, search activity, traffic, lead volume, and cost per lead or transaction need to connect with revenue driving business outcomes, such as purchases or qualified leads. Operational data adds another critical layer. Appointment availability, capacity utilization, speed to lead, contact rates, waiting times, and cancellations can help explain why similar levels of marketing demand produce very different outcomes across locations. Commercial data—including lead-to-sale conversion, average transaction value, revenue, profitability, and customer lifetime value where relevant—then shows whether that activity ultimately created business value. **3. Separate activity from business impact** Once those signals are connected, marketers can start answering four different questions: - **Activity:** What did the campaign deliver? - **Response:** What did customers do? - **Conversion:** How effectively did the business handle that response? - **Incrementality:** What happened because of the marketing that would not otherwise have occurred? This is where the framework becomes useful for decision-making. A market with strong engagement but limited capacity may need an operational solution, not more media. Another location with plenty of capacity but weak demand may be exactly where additional marketing investment makes sense. A common measurement framework therefore does more than improve reporting. It gives national and local teams a shared view of performance, helping them identify where additional investment can create growth, where execution needs attention, and where spending more would simply amplify an existing constraint. ## What marketers should do now So, did the marketing campaign fail—or did the local network fail to convert? Sometimes the answer will be marketing. Sometimes it will be local execution. And often, it will be a combination of the two. For distributed brands, the stronger approach is to [combine a consistent national strategy with purposeful local flexibility](https://www.dacgroup.com/our-work/our-approach/), then connect media, operational, and commercial data to understand what’s really driving performance. That visibility helps distinguish a demand problem from a capacity problem, a marketing opportunity from a conversion challenge, and a market that warrants additional investment from one where more media would simply amplify an existing constraint. At DAC, we help distributed brands connect national strategy with local execution, data, and measurement to identify where demand is being created and where potential value is being lost. With a shared view of performance across the network, marketers can make smarter decisions about where and how to invest for growth. --- https://www.dacgroup.com/insights/blog/paid-media/chatgpt-ads-emerging-consideration-opportunity.md --- title: "ChatGPT Ads: An emerging opportunity, but not yet a performance replacement " date: 2026-09-14 published: 2026-09-11 author: "Zhenya Brisker" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/09/ChatGPT-Ads-Blog1-875x438-1.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/none/chatgpt-ads-emerging-consideration-opportunity.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/publicites-chatgpt-occasion-emergente-canaux-performance.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/chatgpt-ads-neue-chance-consideration-phase.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/chatgpt-ads-emerging-consideration-opportunity.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/publicites-chatgpt-opportunite-emergente-canaux-performance.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/chatgpt-ads-emerging-consideration-opportunity.md" --- # ChatGPT Ads: An emerging opportunity, but not yet a performance replacement  As consumers increasingly use conversational AI to research problems, evaluate options, and seek advice, ChatGPT is emerging as a new environment for brands to reach people while preferences are still being formed. That makes ChatGPT Ads an important development for advertisers to watch. But being early to a new channel and being ready to scale investment into it are two different things. Based on early advertiser testing, our view is that most brands should not yet shift meaningful conversion-focused investment away from established performance channels and into ChatGPT Ads. Instead, advertisers should consider ChatGPT primarily as an emerging consideration opportunity—one that may warrant controlled testing when the strategic moment, audience, and budget are right. ## The key question is opportunity cost When a new advertising platform emerges, the question is often framed as: “Should we test it?” A better question is: **“Is this the best use of our next media dollar?”** For most advertisers, incremental investment in ChatGPT Ads competes with channels that already have mature optimization systems, established performance benchmarks, sophisticated targeting, and years of historical advertiser data. That creates a high bar. Early evidence from advertiser testing suggests ChatGPT Ads can currently carry significant cost premiums relative to mature digital channels. Results also vary considerably between advertisers and use cases. In one early client account managed by DAC, for example, booked leads generated through ChatGPT Ads were approximately 100 times more expensive than the advertiser’s typical range. In separate DAC client examples, consideration and awareness CPMs were approximately 8.7x and 9.5x more expensive, respectively, than the advertisers’ typical benchmarks. These directional results should not be interpreted as platform-wide benchmarks, but they do illustrate the potential cost and efficiency gaps advertisers may encounter across different stages of the funnel. Independent advertiser results reinforce the same broader point: **performance remains highly variable.** ## Early tests show both potential and volatility Published advertiser experiences have produced a wide range of outcomes. For example, Search Engine Journal reported that [Hostinger invested nearly $70,000 testing ChatGPT Ads and saw CPMs rise above $65 as investment increased](https://www.searchenginejournal.com/6-months-into-chatgpt-ads-advertisers-still-dont-know-what-good-looks-like/587583/). The company also raised concerns about click-through rates, traffic quality, and the difficulty of evaluating return solely through direct conversions. More specific use cases reportedly performed better than broad messaging. The same Search Engine Journal report also cited a B2B advertiser that recorded a $64.34 CPM, $9.29 CPC, and 0.7% CTR. Analysis of the organizations behind its paid traffic found that only a small portion matched the advertiser’s ideal customer profile. These results don’t mean ChatGPT Ads cannot work. They demonstrate something more important for media planners: **conversational relevance does not automatically translate into qualified traffic or efficient business outcomes.** And without mature platform benchmarks, it remains difficult to determine what “good” performance should look like. ## Where ChatGPT Ads may offer more value Performance efficiency is only part of the story. ChatGPT creates a media moment that is fundamentally different from many traditional advertising environments, in which consumers use conversational AI while trying to understand a problem—asking for recommendations, researching potential solutions, and comparing alternatives. In those moments, people may not yet have decided which brand, product, or service they prefer. That gives advertisers a potentially valuable opportunity to participate earlier in the decision journey. For that reason, we currently see a more natural role for ChatGPT Ads in consideration, rather than as a direct substitute for channels already proven to capture and convert demand efficiently. That doesn’t mean every advertiser should immediately launch a consideration campaign. Current CPM premiums mean testing should have a clear strategic rationale. A controlled test may make sense when: - **An important seasonal period** creates an opportunity to influence consumers while preferences are being formed. - **A product or service launch** makes building consideration particularly valuable. - **The audience and use case align naturally with conversational research**, recommendations, or comparison. - **There is sufficient budget flexibility** to prioritize learning without diverting meaningful investment from proven performance channels. For other brands, the better decision may simply be to continue monitoring the platform while its advertising ecosystem develops. **The objective should be learning, not being able to say the brand was an early adopter.** ## Platform transparency is still catching up One of the biggest differences between ChatGPT Ads and mature advertising platforms is not whether advertisers can measure outcomes. Increasingly, they can. The challenge is understanding **why** those outcomes occurred. Advertisers can measure impressions, clicks, spend, CTR, CPC, CPM, and conversions. Conversion measurement can also be supported through tools such as the OpenAI Pixel, Conversions API, dynamic URL parameters, and standard analytics platforms like GA4 and Adobe Analytics. But advertisers currently have less visibility into the competitive and auction dynamics behind performance than they would on mature search and social platforms. There are not yet equivalents to some of the competitive reporting and auction diagnostics advertisers have grown accustomed to elsewhere, and OpenAI has not published broad performance benchmarks across advertisers, industries, or campaign types. Context signals can help influence relevance, but they do not function exactly like traditional keywords or guarantee delivery against specific conversations or audiences. As a result, when performance changes materially, advertisers have fewer signals for determining whether the cause was competition, relevance, available inventory, bidding dynamics, conversational matching, or audience quality. That matters when deciding not only whether a campaign “worked,” but how confidently it can be optimized and scaled. ## Better measurement doesn’t mean greater efficiency The improving measurement ecosystem around ChatGPT Ads is encouraging. Advertisers considering a test should establish measurement that allows results to be evaluated alongside the rest of the media mix. That includes appropriate conversion tracking, consistent UTMs, and analytics-platform measurement aligned to the KPIs associated with the campaign’s funnel stage. But there is an important distinction: **Better measurement helps advertisers determine whether ChatGPT Ads are working more accurately. It does not inherently make the channel more efficient.** That distinction should remain central to investment decisions. ## What would change our view? ChatGPT Ads are still an emerging product, so today’s recommendation should not be treated as permanent. Several developments could materially change the investment case: - **More competitive economics.** As inventory, demand and the auction ecosystem evolve, CPMs and CPCs may move closer to levels that make broader testing economically attractive. - **Stronger performance benchmarks.** Industry and campaign-level benchmarks would give advertisers much-needed context for evaluating results. - **Greater targeting depth.** Expanded geographic and audience capabilities would make the platform relevant to a wider range of advertisers, particularly businesses with tightly defined service areas or markets. - **Improved optimization and transparency.** Better insight into delivery, competition, and performance drivers would give advertisers greater confidence in their ability to optimize and scale campaigns. - **More evidence of incremental business impact.** Ultimately, the strongest argument for increased investment will be evidence that ChatGPT can deliver value that complements or exceeds the incremental returns available elsewhere in the media mix. ## What marketers should do now ChatGPT is becoming an increasingly important part of how consumers discover information, evaluate alternatives, and make decisions. Advertisers should pay attention to that shift. But attention does not require indiscriminate investment. For most brands today, we recommend treating ChatGPT Ads as an **emerging consideration and learning opportunity rather than a replacement for established performance media**. Brands with sufficient budget flexibility, a relevant consumer use case, and a meaningful strategic moment may benefit from a tightly scoped test designed to generate learning. Performance-focused advertisers with limited flexibility may be better served by maintaining investment in proven channels while monitoring how ChatGPT’s advertising capabilities and economics develop. The opportunity is real. So is the need for discipline. The goal should not be to invest in ChatGPT Ads simply because the platform is new. It should be to understand where conversational advertising can create incremental value and to scale investment when the evidence supports it. --- https://www.dacgroup.com/insights/blog/analytics/the-free-token-lunch-is-over-smarter-ai-economics.md --- title: "The free token lunch is over. Good." date: 2026-09-14 published: 2026-09-03 author: "Dan Temby" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/09/Free-Token-Lunch-Blog1-875x438-1.jpg" categories: - name: "Proove Analytics" url: "/insights/blog/analytics.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/analytics/the-free-token-lunch-is-over-smarter-ai-economics.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/analytics/jetons-gratuits-mieux-piloter-leconomie-de-lia.md" de: "https://www.dacgroup.com/de/einblicke/blog/analytics/die-kostenlose-token-mahlzeit-ist-vorbei-smarerer-umgang-mit-den-kosten-von-ki.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/analytics/the-free-token-lunch-is-over-smarter-ai-economics.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/analytics/tokens-gratuits-mieux-piloter-leconomie-de-lia.md" es: "https://www.dacgroup.com/es/descubre/blog/analytics/se-acabaron-los-tokens-gratis-la-eficiencia-llega-al-uso-de-la-ia.md" --- # The free token lunch is over. Good. I read [Jon Morra’s AdExchanger piece, “Marketers, The Free Token Lunch Is Over. Is Your Stack Ready?”](https://www.adexchanger.com/data-driven-thinking/marketers-the-free-token-lunch-is-over-is-your-stack-ready/) this week, and I have kept coming back to it. He put a clever name to a conversation that now comes up almost every day in our business: the true economics of AI are finally showing up on the bill. His argument is straightforward. The habit of sending every task to the biggest model available was never going to survive enterprise-scale usage. Marketing leaders should find that clarifying rather than alarming. It forces us to understand what we are buying and to make better choices about where these systems genuinely help. My view comes from the intersection of technology, analytics, and agency operations. I see how the economics land in day-to-day marketing work, where quality, speed, risk, and margin all meet. From that vantage point, the organizations that do well will develop judgment at the task level. Spending targets by themselves tell us very little. Capability, quality, and cost need to fit the work. ## The mixed message inside AI adoption Most organizations are broadcasting two messages at once. The first: *everyone should be using AI, every day, for everything*. The second: *please stop wasting tokens*. Both messages are reasonable, but side by side they can be baffling. Teams need enough context to reconcile them. A simple classification task or first-pass draft may run perfectly well on a lightweight model. Work that requires complex reasoning, deep domain knowledge, or a very low tolerance for error can justify more capable and more expensive systems. The hard part is knowing which situation you are in. Reasoning models can consume substantial internal tokens before producing a visible answer, and the usage can vary considerably across models and settings. Once people understand that trade-off, they usually make better choices. They can decide when a stronger model is buying a material improvement and when it is simply adding cost. Treating consumption cost as a finance secret, or surfacing it only when an invoice surprises someone, leaves teams without the information they need. Transparency supports adoption and efficiency at the same time. ## We’ve seen this movie before The transition from generous flat-fee access to more visible consumption pricing was foreseeable. Early pricing lowered the cost of experimentation, which helped the market move quickly. At scale, providers and enterprise buyers both need a closer relationship between usage and cost. If you are of a certain vintage, the moment feels familiar. Many of us remember watching cell-phone minutes and hovering over the call button until 6:01pm (if you know, you know). The pricing model trained us to treat airtime as scarce. Competition, capacity, and better economics eventually made that anxiety disappear for most people. AI compute may follow a similar arc. We are still in the watch-your-minutes phase, and budgets get blindsided when teams pretend otherwise. Unit costs may continue to fall, but usage often rises faster than the price of a token falls. More use cases, longer contexts, additional reasoning, retries, and agentic workflows can easily absorb the savings. Morra’s most useful point is the idea of cost-of-pass: the expected cost of getting an acceptable answer. Per-token price is only one input. A useful calculation also includes retries, latency, human review, and the cost of a failure. That framing makes model routing an operating discipline with direct implications for quality, margin, and risk. ## The price and value conversation is back This is where the issue lands most directly for agencies, and for knowledge work more broadly. AI-assisted work can take fewer human hours, and clients should expect to share in genuine efficiency gains. At the same time, those hours can now contain deeper analysis, broader coverage, faster iteration, and work that was not feasible at a sensible price a few years ago. The hours are fewer; what *fits inside them* is bigger. The cost base is changing as well. Behind an AI-assisted deliverable sit compute, tooling, orchestration, governance, evaluation, and the senior talent required to direct the work responsibly. Those costs will not rise evenly, and human expertise will remain the largest line item in many engagements. Still, “the model did it” is a poor proxy for both the cost of the work and the value of the result. A healthier commercial conversation starts with outcomes, service levels, and risk. We should be willing to show where AI reduced effort and where it introduced new cost. Clients can then evaluate the resulting scope and outcome without using hours as the only shorthand for value. If everyone is looking at the same honest ledger, this stops being a fee negotiation and starts being a shared win. ## I think a local compute renaissance is coming Here’s the hot take I am most interested in. Local and private compute will regain a meaningful place in enterprise AI stacks. Open-weight models are improving quickly, and the software for running them on Apple silicon and other accessible hardware has matured. A small stack of Mac Minis (or their equivalent) in an office or data center can now work around the clock, a kind of digital support crew that keeps data and operating control closer to the organization. The purchase price is only one line in the calculation. A credible break-even model also includes utilization, power, support, security, model maintenance, reliability, and the cost of idle capacity. Stable internal workloads are the best candidates, especially when privacy matters and the required quality is well understood. Spiky demand, fast-changing requirements, or problems that need the strongest available models will continue to benefit from cloud services. High, steady utilization changes the calculation. For internal analysis, drafting, classification, and the daily connective tissue of knowledge work, owning some capacity will become competitive against renting every token. I expect many organizations to arrive at a hybrid stack: local or private models for repeatable work, with frontier APIs available when a task genuinely benefits from them. That will make model choice a strategic capability. Teams will need to know how much intelligence a task requires, how they will measure a good result, and where the work should run. The answers will vary by workload, which is exactly why a single-model strategy will become harder to defend. ## What mature adoption looks like None of this dampens my enthusiasm for AI. It makes me want organizations to approach adoption with the same seriousness they bring to any other operating capability. Teams need visibility into usage, reliable evaluations, sensible routing rules, and permission to choose a smaller tool when it is the right tool. The next phase will ask more of us than enthusiasm. We will need to understand the bill, design around it, and decide where expensive intelligence earns its keep. The free lunch was fun while it lasted. Knowing exactly what we are paying for, and what it is worth, feels like progress to me. --- https://www.dacgroup.com/insights/blog/local-search/ai-search-local-choice-how-restaurant-brands-win-location-by-location.md --- title: "AI search, local choice: How restaurant brands win location by location " date: 2026-09-01 published: 2026-08-28 author: "Kyle Harris" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/08/AI-Search-Local-Choice-How-Restaurant-Brands-Win-Location-by-Location-Blog1-875x438-1.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: de: "https://www.dacgroup.com/de/einblicke/blog/local-search/ki-suche-lokale-wahl-wie-restaurantmarken-filiale-fuer-filiale-gewinnen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/ai-search-local-choice-how-restaurant-brands-win-location-by-location.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/recherche-ia-choix-local-comment-les-enseignes-de-restauration-s-imposent-etablissement-par-etablissement.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/busqueda-con-ia-eleccion-local-como-las-marcas-de-restauracion-ganan-local-por-local.md" --- # AI search, local choice: How restaurant brands win location by location  For years, restaurant search was built around relatively predictable signals. A consumer searched for a category, a brand, or a dish; Google returned a set of nearby options; and the customer did the work of comparing them. AI is beginning to change that division of labor. With Ask Maps, Google can now respond to complex questions about real-world places, taking into account context such as route, opening hours, saved places, and user preferences. In August 2026, Google took that a step further by adding [agentic food ordering](https://blog.google/products-and-platforms/products/maps/order-food-in-ask-maps/): a consumer can ask Maps to find a particular dish along a route, and Google can identify restaurants that are open and relevant before adding the requested item to the cart through supported ordering partners. That changes the strategic question for restaurant marketers. Visibility still matters, but being visible is not the same as being eligible for a recommendation. When someone asks for a quick dinner on the way home, a drive-thru that is still open, or a particular dish that meets a dietary preference, Google needs enough location-specific information to decide which restaurants actually fit the request. For a chain, national brand strength can get you into the consideration set, but the final decision increasingly depends on what Google understands about the individual restaurant. ## Every location is developing its own AI identity One of the clearest examples of this shift is happening in reviews. In early 2026, Google began testing Gemini-powered local results that synthesize review content into themes such as “People talk most about,” “People love to order,” “People go here for,” and “Tips from reviewers.” Instead of simply displaying a rating and leaving customers to interpret hundreds of reviews themselves, Google is beginning to summarize what it believes a location is known for. [DAC documented the change and its implications for local search](https://www.dacgroup.com/insights/local-search-news/gemini-powered-local-results-google-business-panels/). That has a particularly important consequence for restaurant chains. Corporate may define the same brand promise, menu architecture, and positioning across a network, but customers do not experience the network; they experience individual restaurants. If reviews at one location consistently reference fast service, a particular sandwich, and a reliable drive-thru, while another location generates recurring comments about slow pickup or order accuracy, Google has the raw material to form two very different interpretations of those restaurants. This makes reputation a much richer source of local intelligence than an average star rating. Review language can reveal what customers associate with each location, which products or occasions stand out, and where operational reality is diverging from the brand promise. The implication is not that brands should attempt to manufacture phrases they want customers to use. It is that local reputation, customer experience, and search visibility are becoming more tightly connected because AI can extract meaning from unstructured feedback at a scale that was previously impractical. For multi-location brands, that creates a new question: Does the AI-generated understanding of each restaurant match what the brand wants that location to be known for? The answer may uncover opportunities that rankings alone never would. ## The menu is becoming machine-readable local inventory The same evolution is happening with restaurant menus. [Google Business Profile can represent menus as structured information](https://support.google.com/business/answer/9455840?hl=en), including sections, dish names, descriptions, and prices. Google can also transcribe menu information from a restaurant website, let businesses choose a preferred menu source when multiple versions are detected, and generate a structured menu from a photo or PDF. For a small restaurant, some of these are convenient editing features. For an enterprise marketer, the more important signal is what they reveal about Google’s direction: information that once existed only as an image, document, or webpage is increasingly being transformed into entities Google can understand. That matters because restaurant customers frequently search for the product before they search for the brand. They want a chicken sandwich, a breakfast wrap, an iced coffee, something vegetarian, or dinner under a certain price. AI makes those queries more complex because several needs can be expressed at once. A request for “something spicy I can pick up on my way home” requires Google to understand much more than a restaurant category: it needs to understand the menu, the location, the route, operating status, and potentially the fulfillment option. This turns menu governance into a local search issue. For a restaurant chain, there can be several competing versions of the truth: the corporate menu, location-level availability, the ordering platform, the website, third-party providers, customer-uploaded menu photos, and information already stored by Google. The marketing challenge is therefore not simply to publish menu content; it is to ensure that Google receives a sufficiently accurate representation of what can actually be purchased at each restaurant. That becomes even more important around limited-time offers. QSR brands can invest heavily in national media to create demand for a new product, but the final search experience is local. If Google cannot confidently understand which locations offer the item, when it is available, or how someone can order it, some of that demand can leak out at the moment closest to conversion. ## Availability is becoming an eligibility signal Restaurant marketers have traditionally treated hours and service attributes as basic listing hygiene. AI-driven discovery gives them a much more important role. [Google’s restaurant-specific Business Profile guidance](https://support.google.com/business/answer/14189260?hl=en) supports restaurant details such as menu content, attributes, photos, booking or ordering paths, while Business Profiles can distinguish service hours for options such as drive-through, delivery, takeout, and pickup. Those fields may sound operational but consider them in the context of Ask Maps. Google’s example of agentic food ordering is not simply “show me Thai restaurants.” The system is asked to find a particular dish for pickup on the user’s route. It identifies restaurants that are open and serve the requested food, can account for factors such as dietary needs, and then connects the consumer to an ordering flow. In that environment, accuracy affects more than presentation. It can affect whether a location qualifies for the answer at all. A drive-thru that is open later than the dining room, a breakfast menu that ends at a specific time, a pickup option that differs from delivery, or an incorrect ordering path can determine whether the restaurant satisfies the request. This is an important shift for QSR marketers because many of their most valuable competitive advantages are inherently local and time sensitive. Convenience, proximity, speed, daypart availability, fulfillment options, and specific menu availability cannot be communicated effectively through a generic brand-level description. AI needs those signals at the individual-location level if it is going to make increasingly sophisticated decisions on the consumer’s behalf. In other words, **location data is moving from descriptive information to decisioning infrastructure.** ## The brand no longer has exclusive control over the local truth There is another dimension to this transformation that enterprise brands cannot ignore: the information Google uses to understand a location does not come exclusively from the brand. In 2025, Google says Maps contributors suggested [80 million updates to business hours, contact information, and other business details](https://blog.google/products-and-platforms/products/maps/new-ways-were-protecting-businesses-on-maps/). In August 2026, Google made contributing even easier by allowing people to suggest updates conversationally through Ask Maps. A user can even upload a photo of a storefront sign, have Maps detect the new hours from the image, and submit the proposed change for review. For a restaurant chain, this creates a far more dynamic version of local presence management. Corporate systems may say one thing, a franchise operator may communicate another, an ordering partner may maintain a third version, a customer may upload an outdated menu, and Google may infer additional information from reviews, photos, websites, and other signals. The local digital identity is effectively assembled from multiple sources. The job is therefore no longer just syndicating accurate information out to hundreds or thousands of profiles. It also requires observing what comes back. Which locations have been altered? Where is Google’s understanding drifting away from the brand’s source of truth? Which customer-generated signals are becoming prominent? Where are discrepancies appearing between menu data, operating hours, ordering paths, and the actual guest experience? For enterprise brands, scale makes this impossible to treat as a periodic housekeeping exercise. [Local presence management](https://www.dacgroup.com/services/location-optimization/local-presence-management/) increasingly requires a feedback loop: publish, monitor, identify anomalies, understand their impact, correct them, and learn from what those differences reveal about individual markets. Technology such as [TransparenSEE](https://www.dacgroup.com/tech-platforms/local-optimization/transparensee/) is designed to centralize that work across large location networks, combining listings, reputation, monitoring, and location-level intelligence in one operating layer. ## Local measurement is getting better – but averages still hide the opportunity Google is also beginning to connect local interactions more directly with the broader analytics ecosystem. In June 2026, Google introduced a direct [Google Business Profile and Google Analytics integration](https://support.google.com/analytics/answer/16930347?hl=en), allowing metrics such as website clicks, calls, directions, messages, bookings, interactions, and menu clicks to appear alongside website and app analytics. That is meaningful progress because local search activity has historically lived separately from much of the customer journey. But the current implementation also highlights the measurement challenge facing large restaurant brands. Google’s native integration aggregates metrics when multiple Business Profiles are linked and does not currently allow marketers to segment those GBP metrics by individual profile, which limits its usefulness for enterprise location-level analysis. And those differences are precisely where the opportunity lies. A national average can show that menu engagement is rising while concealing the fact that one group of locations is outperforming dramatically and another is barely visible. It can show increasing direction requests without explaining whether they are concentrated around certain dayparts, markets, campaigns, or restaurant formats. It can show strong overall discovery while masking locations where competitors have become the preferred answer. The next stage of local measurement therefore needs to go beyond asking whether AI or Maps generated more interactions. Restaurant brands need to connect discovery with location-level business outcomes and competitive context. Which locations are appearing for strategically important occasions? Which restaurants are losing visibility despite strong underlying demand? Where do menu, reputation, or data gaps correlate with weaker performance? And, ultimately, where does stronger local visibility translate into more orders, visits, revenue, and repeat business? ## AI Search is an enterprise-to-local problem The rise of AI does not make the fundamentals of local marketing obsolete. It makes them more consequential. Accurate hours matter more when an AI system is deciding whether a restaurant is open enough to recommend. Menu information matters more when Google is interpreting dish-level intent. Reviews matter more when AI is summarizing what a location is known for. Ordering links matter more when the search experience can move directly from recommendation toward transaction. And local monitoring matters more when Google’s understanding of a restaurant is being assembled from brand data, customer contributions, third parties, and AI-generated interpretations simultaneously. For single-location businesses, many of these challenges can still be handled individually. For restaurant chains, they become an enterprise data, governance, and intelligence challenge. The goal is not simply to keep thousands of listings complete. It is to make thousands of restaurants understandable enough to be discovered, accurate enough to be trusted, relevant enough to be selected, and connected enough to convert local intent into business. AI may increasingly decide which restaurants make the shortlist. But those decisions will still be made using the reality of each location. **The next generation of restaurant search will be powered by AI – and won location by location.** --- https://www.dacgroup.com/insights/blog/search-optimization/google-ai-overviews-how-to-get-content-cited.md --- title: "Latest innovations in Google AI Overviews: How to get your content cited" date: 2026-09-14 published: 2026-08-14 author: "sallard" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/08/Latest-Innovations-in-Google-AI-Overviews-875x438-Blog1-1.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/google-ai-overviews-how-to-get-content-cited.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/google-ai-overviews-comment-faire-citer-votre-contenu.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/google-ki-uebersichten-wie-ihre-inhalte-erwaehnt-werden.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/google-ai-overviews-how-to-get-content-cited.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/google-ai-overviews-comment-faire-citer-votre-contenu.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/google-ai-overviews-como-conseguir-que-tu-contenido-sea-citado.md" --- # Latest innovations in Google AI Overviews: How to get your content cited *Google AI Overviews are reshaping search by answering more questions directly within Google’s results, changing how users discover information and how brands earn visibility. Learn why AI Overviews matter, how to optimize your content for AI-generated search, and the latest innovations shaping Google’s AI-powered search experience.* Google’s AI-powered search experience is changing rapidly. Instead of simply ranking webpages, Google increasingly answers users’ questions directly through AI-generated summaries that appear above traditional search results. For marketers, this shift is changing how visibility is earned, how users engage with search results, and what it takes to attract qualified organic traffic. As AI-powered search becomes more common, success is no longer just about ranking first. Businesses also need to [create content that Google’s AI considers authoritative enough to cite](https://www.dacgroup.com/services/search-optimization/search-engine-optimization/seo-content/). That means understanding how AI Overviews work, how they’re affecting search behavior, and how to optimize content for both traditional rankings and AI-generated results. ## Why Google AI Overviews matter AI Overviews have fundamentally changed how Google displays search results, with significant implications for visibility, authority, and user behavior. As AI-generated answers appear for more searches—particularly informational queries—they are expanding zero-click search behavior by providing answers directly within Google’s search results. According to Google, AI Overviews are now available in [more than 200 countries and territories and 40+ languages](https://blog.google/products-and-platforms/products/search/ai-overview-expansion-may-2025-update/), and have driven more than a 10% increase in usage for the types of queries where they appear in major markets like the U.S. and India. For users, AI-generated summaries often mean faster answers to their questions. For website owners, they represent a shift in how visibility is earned and how organic traffic is generated. ### How are AI Overviews affecting traditional search traffic? AI Overviews are changing traditional search traffic by answering many users’ questions directly in the search results, reducing the likelihood of clicks to websites. However, for brands that earn AI citations, the resulting traffic can be even more valuable than traditional organic visits. Google AI Overviews are most commonly triggered by informational, question-based searches, including queries beginning with “how,” “what is,” and “why.” Transactional and navigational searches are far less likely to generate AI Overviews. This shift is already influencing how people interact with search results. A recent Pew Research Center analysis found that [users clicked a traditional search result on only 8% of searches that displayed an AI Overview](https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/), compared with 15% of searches without one. It also found that users clicked a source cited within the AI Overview itself only 1% of the time. The takeaway is clear: AI Overviews are reshaping how users discover information. As AI-generated answers become more prominent, publishers and marketers need to rethink how they earn visibility and clicks rather than relying solely on traditional organic rankings. ## What are Google AI Overviews? Google’s AI Overviews are AI-generated summaries that appear at the very top of Google’s search results, often referred to as “position zero.” Instead of displaying only the traditional blue links, Google uses generative AI to provide concise answers that combine information from multiple trusted sources, helping users find answers faster without leaving the search results page. For many informational searches, AI Overviews have changed how people interact with Google. Users can expand an overview into Google’s AI-powered search experience to ask follow-up questions, explore topics in more depth, and refine their searches through a conversational interface. For commercial queries, Google may also display sponsored content alongside or below AI-generated results. ## How to optimize your content for Google AI Overviews Appearing in Google AI Overviews requires more than simply ranking well in traditional search results. Google’s AI is designed to identify and surface content that answers users’ questions immediately, demonstrates expertise, and is supported by trustworthy sources. As AI Overviews become more common, businesses need to optimize their content not only to rank well but also to become trusted sources that Google’s AI can confidently cite. The following best practices can improve your chances of being featured. ### 1. Create content that answers questions clearly AI Overviews are designed to deliver direct answers, so your content should do the same. Structure important information using concise paragraphs, descriptive headings, bullet points, tables, and step-by-step explanations where appropriate. Optimize the opening section of your content so it answers the primary question immediately before expanding with supporting detail. The easier your content is to scan and understand, the more likely it is to be selected as a reliable source. ### 2. Build credibility beyond your website Google’s AI models look for signals of trust across the web, not just on your own site. Earn brand mentions, reviews, and citations from respected third-party websites, industry publications, and [independent review platforms](https://www.dacgroup.com/services/reputation-management/) to help build your site’s authority and validate your expertise. The more consistently your brand is referenced by authoritative sources, the stronger your credibility becomes in the eyes of both Google and its AI systems. ### 3. Establish topical authority Rather than publishing isolated one-off articles, create comprehensive content around the subjects that matter most to your audience. Creating pillar pages supported by detailed, related content demonstrates depth of expertise and helps Google understand your authority on a topic. A well-connected [content strategy](https://www.dacgroup.com/services/content-strategy/) increases your likelihood of being referenced in AI Overviews while also strengthening your overall organic search performance. ### 4. Structure content for AI and search engines Well-organized pages are easier for both users and AI systems to interpret. Use a logical heading hierarchy with a single H1 and descriptive H2s and H3s, write meaningful internal links that clearly describe their destination, and implement relevant structured data such as Article, FAQ, Product, or HowTo schema where applicable. These elements make your content easier to interpret, extract, and cite within Google’s AI-generated search experiences. ## Latest Google AI Overviews innovations Google’s AI Overviews are here to stay and continue to evolve rapidly, now reaching [more than 2 billion monthly active users across more than 200 countries and 40 languages](https://blog.google/company-news/inside-google/message-ceo/alphabet-earnings-q2-2025/). Google’s AI-powered search experience is also expanding beyond AI-generated summaries, introducing new features that continue to reshape how users discover information. ### Generate images inside AI Overviews Google recently launched the ability to create images directly within AI Overviews using its latest Nano Banana model. ![](https://www.dacgroup.com/wp-content/uploads/2026/08/image-10.png) With AI Overviews already answering many queries without requiring a click, generated images expand Google’s ability to satisfy search intent directly within the search experience. Rather than directing users to published image content, Google can now create original visuals inside search results, reducing opportunities for websites to earn visibility and traffic from both text and image searches. ### News updates and Top Stories inside AI Overviews Google has also introduced **Top Stories** within AI Overviews for eligible searches. ![](https://www.dacgroup.com/wp-content/uploads/2026/08/image-9.png) Announced as part of Google’s “Fresh perspectives, new updates and prominent links” initiative, this feature highlights timely articles and Preferred Sources for developing topics. It creates another opportunity for news publishers to gain visibility and traffic directly from Google’s AI-powered search experience. ## What marketers should do now Google AI Overviews are reshaping how people discover and consume information, making them a permanent part of the search experience rather than a passing trend. While they are reducing clicks for many informational searches, they also create new opportunities for brands that produce original, authoritative content and optimize for AI-driven search. Success is no longer just about ranking first in traditional search results. It’s about becoming a trusted source that Google’s AI can confidently reference and recommend. By investing in [high-quality content](https://www.dacgroup.com/services/creative/creative-production/), demonstrating expertise, and building a recognizable brand, marketers can improve their visibility in AI Overviews while continuing to drive qualified traffic as search evolves. At DAC, we help brands build search strategies that perform across both traditional search and AI-powered experiences. From technical SEO and content strategy to AI Overview optimization, we help marketers build the authority, visibility, and trust needed to succeed as search continues to evolve. [Let’s talk](https://www.dacgroup.com/contact/). --- https://www.dacgroup.com/insights/blog/analytics/what-marketers-get-wrong-about-ad-frequency.md --- title: "What marketers get wrong about ad frequency" date: 2026-09-14 published: 2026-07-30 author: "sallard" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/07/What-Marketers-get-wrong-about-ad-frequency-Blog1-875x438-1.jpg" categories: - name: "Proove Analytics" url: "/insights/blog/analytics.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/analytics/what-marketers-get-wrong-about-ad-frequency.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/analytics/ce-que-les-specialistes-du-marketing-comprennent-mal-sur-la-frequence-publicitaire.md" de: "https://www.dacgroup.com/de/einblicke/blog/analytics/was-marketingexperten-bei-anzeigen-frequenz-falsch-verstehen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/analytics/what-marketers-get-wrong-about-ad-frequency.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/analytics/ce-que-les-marketeurs-comprennent-mal-sur-la-frequence-publicitaire.md" es: "https://www.dacgroup.com/es/descubre/blog/analytics/lo-que-los-profesionales-del-marketing-entienden-mal-sobre-la-frecuencia-publicitaria.md" --- # What marketers get wrong about ad frequency *Marketers often ask what the “optimal” ad frequency is, but the answer depends on far more than the number of impressions someone sees. Timing, audience, creative, campaign objectives, and measurement methodology all influence whether repeated exposure drives incremental value or diminishing returns.* *Learn why frequency is best viewed as one input into a broader* [*measurement strategy*](https://proove.dacgroup.com/services/measurement-optimization/)*—and how a more nuanced approach can lead to better media decisions.* Until recently, I had a pension plan from a previous employer. I had continued to pay into it for years and was a satisfied customer, not even really thinking about it. Then I began seeing repeated YouTube advertisements from them encouraging me to consolidate my pension funds. I saw them so often that the campaign achieved its intended effect but also an unintended one: I transferred out of that fund and consolidated elsewhere—because I can get a bit annoyed at this sort of thing and, perhaps to my detriment, make a lot of decisions to try and make a point. My experience isn’t evidence that ad frequency is harmful. But it does raise an important question for marketers: when does another impression stop helping and start hurting campaign performance? The answer is more complicated than the metric suggests. ## What does “frequency” actually measure? A recent Google report, [The Effectiveness Equation](https://services.google.com/fh/files/misc/google_report_the_effectiveness_equation.pdf), includes a chart showing an “optimal reach” of 58% and an “optimal frequency” of five. The chart is presented as an example of a reach-and-frequency response surface, with profit varying as a function of those two media exposure variables. Importantly, the report states that the chart is illustrative and that real response surfaces are affected by budget constraints, targeting, practical feasibility of reach/frequency combinations, and multi-channel interactions. The figure legend is quite important here. But that “frequency” axis raises an obvious question: five what? Five impressions per day? Five per week? Five per month? Five over the campaign lifetime? Five on one platform? Five across all media? Five served impressions, viewable impressions, completed views, attentive exposures, or remembered exposures? The problem is that “frequency” isn’t always measured in the way most people assume. In everyday language, frequency describes how often something happens over time. In most advertising platforms, however, it refers to **the average number of impressions served to each countable individual reached during a selected reporting period**. **frequency = impressions / unique reach**\* *\* Where “unique” could be a person, account, device, browser or household depending on the platform and targeting* That distinction matters because changing the reporting window changes the reported frequency. A campaign with an average frequency of five over one week is very different from one with an average frequency of five over six months. The platform may report the same average, but the customer experience is unlikely to be the same. One campaign could feel repetitive and intrusive, while the other may barely register. Those different exposure patterns create different opportunities for brand recall, ad fatigue, and customer irritation. **Frequency tells you how many impressions were served—not whether those impressions created value.** ## Why average frequency doesn’t tell the whole story This matters because advertising doesn’t work the same way in every situation. The same number of impressions can have very different effects depending on how they’re spaced over time, the quality of the creative, the audience, the product category, and whether someone is actively in the market. Think about it this way: would your perception of a brand be the same if you saw the same ad 50 times over the course of a year as it would if you saw it 50 times in a single week? The same principle applies to reach. Reach tells you how many unique people saw your ad during a given reporting period, but that number is also tied to time. You can’t simply add weekly reach figures together to calculate monthly reach because many of the same people may have been exposed in both weeks. The challenge becomes even greater when you’re trying to estimate reach across multiple platforms that don’t share a common user identifier. Google’s report acknowledges this, but it’s easy for an illustrative number like “five” to take on a life of its own. It frames reach and frequency as planning variables that describe how media budgets are distributed, including whether a campaign prioritizes broad audience exposure or repeated exposure among a smaller group. It offers a simple example: 1,000 impressions could reach 1,000 people once, 250 people four times, or one person 1,000 times. The total number of impressions is identical, but the likely business outcome clearly isn’t. That’s the key takeaway. Total impressions alone don’t tell you whether a campaign is effective—but neither does average frequency. To understand performance, marketers need to look beyond delivery metrics and consider how people actually experience those impressions. ## What marketers should really be measuring Instead of asking, “What’s the optimal ad frequency?”, marketers should be asking a different question: **How much value does each additional impression create?** The answer depends on who sees the ad, when they see it, and what you’re trying to achieve. A second or third impression might improve brand recall or encourage someone to take action. By the tenth impression, however, you may simply be spending more to reach someone who’s already made up their mind. This is why [defining success before launching a campaign](https://proove.dacgroup.com/our-approach/) is so important. Clear objectives and the right KPIs provide the context needed to understand whether additional exposure is driving meaningful business results or simply inflating delivery metrics. That provides the context needed to understand whether additional exposure is driving meaningful business results—or simply inflating delivery metrics. The first few impressions may have little measurable effect because the audience hasn’t noticed the brand or connected it to a need. As exposure increases, awareness, familiarity, and consideration may improve. Eventually, though, those gains begin to slow. Additional impressions can become inefficient, and in some cases they can even become counterproductive. My pension example sits firmly in that final category. The campaign certainly increased my awareness of the brand’s message, but awareness isn’t always positive. Each additional impression didn’t move me closer to the outcome the advertiser wanted—it made me more determined to leave. For me, the return on those later impressions wasn’t just low. It was negative. That’s why an “optimal frequency” shouldn’t be treated as a universal rule. It’s the result of a specific model, built for a specific audience, campaign, and business objective. Change those conditions, and the answer changes too. ## What determines the optimal level of ad exposure? There’s no universal “optimal frequency.” The right level of exposure depends on your audience, creative, objective, and buying cycle. At a minimum, marketers should consider these six factors: **1. Time window** Five exposures in a day and five exposures over a quarter aren’t the same experience. When impressions are spread over time, they influence awareness and recall differently than when they’re concentrated into a short period. **2. Campaign objective** The ideal level of exposure for building brand awareness may be very different from the ideal level for driving sales, customer acquisition, retention, or profitability. The right frequency depends on what success looks like. **3. Product category** Frequently purchased products may benefit from repeated exposure close to the point of purchase. Higher-consideration categories—such as pensions, insurance, cars, enterprise software, or mortgages—involve longer decision cycles. In these cases, too much repetition over a short period can become counterproductive. **4. Audience mindset** Someone actively shopping for running shoes is very different from someone casually watching YouTube who happens to be served a pension advertisement. The same ad can have very different effects depending on whether the audience is ready to buy. **5. Creative fatigue** Some ads become more effective with repeated exposure because they reinforce brand recognition. Others wear out quickly because repetition makes them feel predictable, irrelevant, or simply annoying. **6. How impressions are distributed** An average frequency of five doesn’t mean everyone saw the ad five times. It could mean most people saw it once while a small group saw it 20 or 30 times. Looking only at the average can hide the audiences most at risk of ad fatigue.This last point is particularly important in digital advertising. Platform optimization systems can naturally find people who are inexpensive to reach or who already appear likely to convert. While that can improve short-term efficiency, it can also mean serving more impressions to the same audience instead of reaching new potential customers. Google highlights this risk in *The Effectiveness Equation*, warning against “preaching to the choir.” Focusing too heavily on people who are already likely to convert may improve campaign metrics while overlooking the broader audience needed to drive long-term growth. These variables don’t fit neatly into a single chart, which is exactly why marketers shouldn’t rely on a single “optimal frequency.” Better measurement may be more complex, but it leads to better decisions. ## Why incrementality matters more than delivery metrics This is where the difference between efficiency and effectiveness becomes important. A campaign can look efficient because it repeatedly reaches people who are already likely to convert. But if those people would have converted anyway, the additional impressions may not be creating much incremental value. That’s why marketers increasingly focus on incrementality: understanding whether advertising actually changed customer behavior, rather than simply observing what happened afterward. For example, imagine someone who was already planning to buy your product. If they convert after seeing your campaign, it’s tempting to credit the ad for the sale. But without understanding what would have happened if they hadn’t seen the ad, it’s difficult to know whether the advertising actually influenced the outcome. That’s why reach and frequency are most useful when they’re part of a broader measurement strategy. Google’s report recommends combining [incrementality testing](https://proove.dacgroup.com/services/measurement-optimization/incrementality/), [attribution](https://proove.dacgroup.com/services/measurement-optimization/attribution/), and [marketing mix modeling (MMM)](https://proove.dacgroup.com/services/measurement-optimization/mmm/), rather than relying on any single measurement approach. Each method answers a different question, and together they provide a much more complete picture of performance. The practical takeaway is simple: marketers should avoid treating “optimal frequency” as a universal rule. The right level of exposure depends on your audience, your creative, your objectives, and the context in which people encounter your advertising. Reporting can improve, too. Rather than saying a campaign had “a frequency of five,” it’s more useful to say it delivered an average of five impressions per reached user over a 28-day period. Better still, marketers should look beyond the average by reporting how impressions were distributed—for example, how many people saw an ad once, two to three times, four to six times, or more than 10 times. Most importantly, connect exposure to business outcomes. If the fifth impression generates incremental profit, it’s valuable. If the sixth adds nothing, it’s wasted spend. If the tenth damages brand perception, it’s no longer just inefficient—it’s actively working against your campaign. ## What marketers should do now Reach and frequency remain valuable planning metrics. But frequency, as it’s commonly reported, is only one piece of the measurement puzzle. Without understanding when impressions were delivered, who received them, and what business outcome you’re trying to influence, it’s impossible to say that any single frequency is “optimal.” Instead of chasing a universal benchmark, marketers should focus on building measurement frameworks that connect media delivery to real business outcomes. That means defining clear objectives, selecting the right KPIs, and looking beyond platform metrics to understand what is actually driving incremental performance. The best measurement strategies don’t simplify marketing into a single number—they provide the context needed to make better decisions. That’s why we believe marketers should treat metrics like frequency as a starting point for analysis, not the final answer. As advertising platforms continue to evolve, so should the way we measure success. At DAC, we help marketers connect media metrics to real business outcomes through [smarter measurement, analytics, and experimentation](https://proove.dacgroup.com/services/measurement-optimization/) so they can make better investment decisions with confidence. --- https://www.dacgroup.com/insights/blog/local-search/apple-maps-ads-multi-location-brands.md --- title: "Apple Maps ads: What multi-location brands need to know" date: 2026-09-29 published: 2026-07-29 author: "sallard" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/07/Apple-Maps-advertising-Blog1-875x438-1.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/apple-maps-ads-multi-location-brands.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/publicites-apple-maps-marques-multi-sites.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/apple-maps-anzeigen-fuer-unternehmen-mit-mehreren-standorten.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/apple-maps-ads-multi-location-brands.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/publicites-apple-maps-marques-multi-etablissements.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/apple-maps-ads-multi-location-brands.md" --- # Apple Maps ads: What multi-location brands need to know *The launch of Apple Maps advertising gives brands another way to reach nearby customers at the moment they’re deciding where to go. But the platform differs from Google Maps in how campaigns are purchased, measured, and optimized.* *Learn how Apple Maps advertising works, how it compares with Google Maps, and what marketers should consider before investing.* The launch of advertising in Apple Maps has attracted significant attention from brands with brick-and-mortar locations. The appeal is easy to understand: map users frequently have immediate, location-based intent, making the environment a natural place for businesses to promote nearby stores, branches, restaurants, service centres and other physical destinations. Maps advertising itself is not new, however, and many advertisers already reach local audiences through Google Maps and related Google products. Although the basic proposition may appear straightforward—show a promoted location when someone searches nearby—the platforms differ meaningfully in how their ads appear, how campaigns are purchased and, most importantly, how performance can be measured. Advertisers should understand these nuances before treating Apple Maps as a direct substitute for Google Maps. ## What is Apple Maps advertising? Apple Maps advertising is a location-based advertising product that allows businesses to promote physical locations within Apple Maps when users search for nearby businesses. It’s designed to capture existing local intent rather than generate broad brand awareness. Apple Maps ads are expected to offer two primary placements: sponsored listings within search results and sponsored recommendations within the Recommended Places experience. ![](https://www.dacgroup.com/wp-content/uploads/2026/07/image-8.png)[*Apple Maps*](https://ads.apple.com/maps) *ad placement example* Once a user selects the listing, the experience will direct them to the business’s place card, where they may be able to call, visit the website, or request directions, which is all very standard and familiar to users across various maps platforms. Apple Maps advertising is primarily a lower-funnel channel that captures existing local search intent rather than creating new demand. It can help a business become more visible at the moment a potential customer is deciding where to go, but it is not designed to generate broad awareness among people who are not already expressing an interest in the category. While this is natural for map tactics, it’s an important distinction as we compare Apple Maps to Google’s capabilities. Available creative options are also likely to be relatively limited. Rather than supporting multiple headlines and detailed descriptions, Apple Maps ads will focus on the promoted location and a short call to action. The location listing itself—including its [name, category, address, imagery, hours, and other business information](https://www.dacgroup.com/services/local-presence-management/)—will therefore play an important role in the overall experience. ## How will advertising on Apple Maps differ from Google Maps? As Apple Maps advertising launches and matures, advertisers will need to understand how it differs from Google Maps—not only in appearance, but also in how inventory is purchased, controlled, and measured. **Consideration****Apple Maps****Google Maps****How ads are purchased**Apple Maps advertising can be purchased as a dedicated Maps-only placement. This gives advertisers a clearer view of where their media investment is being spent.Google Maps inventory is generally accessed through Performance Max or Demand Gen campaigns. Depending on the campaign setup, ads may also appear across other Google properties.**Placement control**Apple gives advertisers greater certainty that campaign spend will remain within the Maps environment.Performance Max offers limited placement control because campaigns can serve across multiple Google channels. Demand Gen may provide more flexibility to prioritize Maps, depending on the available configuration.**Available formats**Apple’s initial offering is expected to focus on sponsored search listings and recommendations within Apple Maps. The product is relatively streamlined and specific to location discovery.Google supports a broader range of location-based formats, including promoted pins, search ads, suggested locations, Business Profile messaging, and placements within Waze.**Creative options**Apple Maps ads rely heavily on the business’s place card, including its name, category, address, imagery, hours, and other listing information. Advertiser customization is expected to be limited to a short call to action.Google allows advertisers to add headlines, descriptions, images, and other assets, similar to its broader advertising products. This provides more flexibility for testing messaging and creative combinations.**Visit measurement**In keeping with Apple’s privacy-focused approach, advertisers can measure actions such as calls, website visits, and direction requests, but not confirmed store visits.Google can report on store visits for eligible advertisers and campaigns. Some campaign types can also optimize delivery toward location-visit outcomes.**Demand generation**Apple Maps is primarily designed to capture existing local intent. It reaches people who are already searching for a business, category, or destination rather than generating broad awareness.Performance Max and Demand Gen can use additional Google surfaces to build awareness, influence consideration, and create demand before a user begins searching within Maps.**Audience access**Apple provides direct access to people using Apple Maps within the Apple ecosystem. This may help brands reach an incremental audience that is not fully captured through Google Maps activity.Google Maps offers significant reach across both Android and iPhone users and benefits from integration with Google Search, YouTube, Waze, and other Google products.**Campaign optimization**Optimization is likely to focus on engagement signals such as direction requests, calls, and website clicks. Advertisers may need first-party data, third-party measurement, or controlled testing to connect those actions to visits and sales.Google provides a more mature optimization ecosystem, including automated bidding, store-visit signals for eligible campaigns, and integration with other Google advertising and measurement products.**Best strategic role**Apple Maps is best positioned as a focused, lower-funnel channel for capturing high-intent local searches within a controlled Maps-only environment.Google Maps can support both intent capture and broader demand generation, with greater scale, more formats, and more advanced measurement capabilities.Overall, Google offers broader scale, more creative flexibility, and more mature visit measurement. Apple provides a more controlled Maps-only environment and access to Apple Maps users at a highly relevant point in the customer journey. For many multi-location advertisers, Apple Maps should not be viewed as a direct replacement for Google Maps. The stronger approach is to assign each platform a role based on its audience, measurement capabilities, and contribution to broader [local marketing objectives](https://www.dacgroup.com/services/location-optimization/). ## Choosing between Google Maps and Apple Maps Apple Maps may also help brands reach a valuable segment of iPhone users. Research has consistently shown that [iPhone ownership skews toward higher-income consumers](https://www.mrisimmons.com/our-data/national-studies/usa/), although advertisers should ultimately base channel selection on audience behavior and campaign objectives. On the other hand, app usage, campaign KPIs, advertisers’ attribution, and measurement capabilities are important factors to take into consideration when selecting the media channels. When deciding how to allocate investment between Google Maps and Apple Maps, advertisers should consider: - **Campaign objective:** Google Maps may be better suited to campaigns focused on driving and optimizing toward confirmed location visits, while Apple Maps is more appropriate for capturing active local search intent. - **Measurement requirements and capabilities:** Advertisers should determine whether calls, website clicks, and direction requests are sufficient performance indicators or whether visit reporting is essential. They should also consider if they can measure footfall and the subsequent lift provided by Apple Maps campaigns via first-party data or third-party tools. - **Audience and platform usage:** The preferred map applications of the target audience should influence channel selection and budget allocation. While Google Maps is the primary map product for both Android and iPhone users, behaviors can vary over time and within different audiences. - **Market competition:** Apple Maps may provide incremental value in locations where competitors are highly visible or actively investing in paid map placements. Early adoption can help advertisers get ahead of the competition. For many advertisers, the strongest strategy is assigning each platform a role based on its strengths rather than choosing one over the other. ### Why local presence optimization matters before advertising Choosing the right advertising platform is only part of the equation. Before investing in Apple Maps advertising, brands should ensure their local presence is fully optimized. Even the best campaign can struggle if it sends potential customers to an incomplete, outdated, or poorly reviewed business listing. Apple Maps ads are closely tied to Apple Business place cards, making listing quality a key part of campaign performance. Accurate business information, current hours, high-quality photos, a cover image, and a recognizable logo all help create a stronger first impression when users discover your business through Maps. Brands should also take advantage of [showcases, Apple Business’s promotional feature](https://support.apple.com/en-ca/guide/business/abcb04e20054/web) that allows businesses to highlight limited-time offers, seasonal promotions, new products, or other timely updates directly on their place cards. These updates can make listings more engaging and give potential customers another reason to choose your location. [Reputation is just as important as media investment](https://www.dacgroup.com/services/reputation-management/). Driving paid traffic to a location with a poor rating on Apple Maps or Yelp is unlikely to maximize return on investment. Strong reviews, complete business information, and compelling place cards help convert local intent into customer action—allowing advertising and organic local presence to work together rather than independently. ### How should marketers measure Apple Maps campaigns? Because Apple Maps doesn’t currently report confirmed store visits in the same way Google can for eligible campaigns, advertisers should define success before launching campaigns. Depending on campaign objectives, direction requests, website visits, and phone calls may all serve as meaningful performance indicators. Brands with access to first-party sales data or third-party measurement solutions can also evaluate whether Apple Maps advertising contributes to incremental visits, revenue, or other business outcomes. ### Can Apple Maps advertising replace Google Maps advertising? Not for most advertisers. Apple Maps provides a dedicated way to reach users searching within the Apple ecosystem, while Google Maps offers broader reach, more advertising formats, and more advanced location-visit measurement. For many multi-location brands, the best strategy is to use each platform where it delivers the greatest value rather than treating one as a replacement for the other. ## What marketers should do now Apple Maps advertising gives brands another opportunity to capture high-intent local searches, but success depends on more than simply buying ads. Advertisers should evaluate how Apple Maps fits alongside Google Maps, build campaigns around meaningful business outcomes, and ensure their local presence is optimized before investing. The strongest results come from treating local listings and location-based advertising as complementary parts of the same strategy. At DAC, we help multi-location brands align organic local presence optimization with location-based advertising to maximize performance across Apple Maps, Google Maps, and other local discovery platforms. Whether you’re looking to improve your Apple Business listings, strengthen your local reputation, or launch high-performing Apple Maps campaigns, [contact DAC](https://www.dacgroup.com/contact/) to develop a strategy that ensures your local presence and advertising work together to drive measurable results. --- https://www.dacgroup.com/insights/blog/paid-media/social-media-age-restrictions-brands-advertisers.md --- title: "The new age gate: What social media age restrictions mean for brands and advertisers" date: 2026-09-14 published: 2026-07-03 author: "sallard" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/07/Social-media-age-restrictions-Blog1-875x438-1.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/social-media-age-restrictions-brands-advertisers.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/restrictions-age-medias-sociaux-marques-annonceurs.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/altersbeschraenkungen-in-sozialen-medien-marken-und-werbetreibende.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/social-media-age-restrictions-brands-advertisers.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/restrictions-age-reseaux-sociaux-marques-annonceurs.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/restricciones-de-edad-en-redes-sociales-marcas-anunciantes.md" --- # The new age gate: What social media age restrictions mean for brands and advertisers *As governments move from platform self-regulation to enforceable age-gating, brands can no longer assume that social platforms will remain open, measurable, and optimizable environments for reaching younger audiences. This shift reflects growing concern about how algorithmic feeds, personalized advertising, influencer content, and direct messaging can affect younger users, who may be more vulnerable to persuasion and online harm.* *The rules are still uneven by market, but the direction is clear: youth access, youth targeting, and youth-adjacent media environments are becoming more restricted, more privacy-sensitive, and more complex to plan around.* *Learn why age-gated media planning is becoming both a youth-protection priority and a full-funnel resilience challenge for brands and advertisers.* --- Social media has always had minimum-age rules, but those rules were historically treated as platform policy rather than hard regulatory infrastructure. That’s starting to change as lawmakers ask platforms to prove that they can identify minors, restrict access to certain environments, and reduce risks tied to algorithmic feeds, personalized ads, direct messaging, and youth-coded content. The intent is important: younger audiences are still developing the critical judgment needed to navigate persuasive content, commercial influence, and social pressure online. In this new reality, stronger age assurance can help create safer digital environments, especially as platforms and advertisers face greater accountability for how minors are reached and influenced. For advertisers, this is more than compliance. It could reshape how brands build audiences, brief creative, select channels, measure performance, and protect brand equity in environments where young people are present, adjacent, or intentionally excluded. The goal is not to work around youth protections, but to adapt responsibly to a media landscape where access, consent, targeting, and accountability are being redefined. ## Australia sets the precedent for social media age restrictions Australia has become the global reference point for this new regulatory wave. Its [social media age restrictions](https://www.esafety.gov.au/about-us/industry-regulation/social-media-age-restrictions) require age-restricted platforms to take reasonable steps to prevent Australians under 16 from having accounts, moving the issue from platform terms and conditions into enforceable age-gating. The important shift is responsibility. Instead of relying mainly on users to self-declare their age, regulators are asking platforms to show that they have systems, processes, and assurance methods capable of reducing underage access. That raises operational questions for platforms, but it also creates downstream planning questions for advertisers that rely on those platforms for reach, optimization, and audience insights. The Australian model is unlikely to be copied identically elsewhere, but it has changed the global conversation by making under-16 social access a mainstream policy question rather than a niche child-safety debate. ## Age restriction policies are evolving unevenly across markets The global trend is clear, but the rules are not the same everywhere. Some markets are considering outright access restrictions; others are tightening age assurance, parental consent, youth privacy, platform accountability, or advertising rules without creating a full ban. **Market****Current direction for brands and advertisers**USANo single federal social media ban, but a fast-moving state-by-state patchwork. Florida, for example, restricts social media accounts for children under 14 and requires parental consent for 14- and 15-year-olds.CanadaProposed federal legislation (Bill -34) would create stronger online safety rules and could require age verification or age estimation to prevent under-16s from holding accounts on certain platforms.UKThe country is moving toward stricter under-16 protections, with Ofcom expected to play a central role in enforcement, age assurance, and platform accountability.SpainOne of the clearest European examples of a proposed under-16 social media access restriction, with effective age verification at the center of the discussion.GermanyNo outright ban, but strong youth-protection expectations through national regulation and EU-level obligations. The focus is more on privacy, safety, and platform accountability.FranceFrance has already introduced a digital majority framework requiring parental consent for children under 15 to join social networks, with continued debate around stronger protections.EuropeThe EU Digital Services Act (DSA) already limits platforms’ ability to serve ads based on profiling when they know with reasonable certainty that the user is a minor.That European context matters. Under the [Digital Services Act](https://digital-strategy.ec.europa.eu/en/library/commission-publishes-guidelines-protection-minors), advertisers should not look only for outright bans. Even in countries without full social media access restrictions, youth targeting is becoming more limited, more regulated, and more reputationally sensitive. This also means brands need to track regulation at two levels: who can access a platform, and what advertisers can do once users are there. Those are related questions, but they are not the same. ## The enforcement question is still open Even as regulation becomes more ambitious, enforcement will remain complicated. Platforms such as Meta, TikTok, Snapchat, and others already restrict many targeting options for minors, but that does not mean younger users disappear from platform audiences overnight. This is an important caveat. Age-gating is not a simple switch that cleanly separates minors from adults. Instead, it depends on age signals, user behavior, platform design, privacy rules, technical verification methods, parental consent flows, and enforcement capacity. In the US especially, the lack of a single federal standard may create a more fragmented operating environment, with platforms, advertisers, and legal teams navigating different obligations by state. For brands, the takeaway is not to assume that enforcement uncertainty eliminates risk. Instead, youth-adjacent media planning will require stronger governance, clearer documentation, and more flexibility as platform policies and local rules evolve. ## The impact on advertisers goes beyond youth reach For advertisers, the first-order impact is obvious: access to younger audiences may become more limited on major social platforms. But the larger impact is broader than youth reach. Age restrictions could affect how brands plan, target, measure, and optimize campaigns across the funnel. The most important impacts include: - Reduced access to under-16 or under-18 audiences on major social platforms - More limits on personalized targeting and profiling of minors - Greater measurement gaps if platforms collect or expose less age-based data - More scrutiny around youth-coded creative, influencer partnerships, gaming, and entertainment content - Increased brand-safety expectations for advertisers operating near youth audiences - A likely shift in media mix toward contextual video, CTV, retail media, search, local discovery, family-safe publishers, and parent or guardian audiences Measurement may become especially difficult. If platforms reduce the amount of age-based data they collect, expose, or allow advertisers to use, brands may see weaker audience diagnostics, fewer optimization levers, and less certainty around who was reached. That could make [incrementality](https://proove.dacgroup.com/services/measurement-optimization/incrementality/), [media mix modeling](https://proove.dacgroup.com/services/measurement-optimization/mmm/), contextual performance analysis, and privacy-safe reporting more important. ## Creative and influencer governance will matter more Age-gated planning is not only about targeting settings. It is also about what the creative is designed to signal, who appears in the work, which influencers are involved, and where the content is likely to travel. Brands should expect more scrutiny around campaigns that may not explicitly target minors but still rely on youth-coded cues: gaming aesthetics, creator formats, fandom language, school-year moments, teen entertainment properties, or platform-native trends popular with younger audiences. The same applies to influencer partnerships, where brand content can reach audiences through recommendation systems, reposts, comments, and fan communities in ways that are harder to control than paid media placements. That does not mean brands should avoid culturally relevant creative. It means they need clearer rules for when youth-coded creative is appropriate, which audiences it is meant for, which platforms are suitable, and how risk will be reviewed before launch. ## How brands should prepare now Brands should treat this new reality as a full-funnel media resilience issue. As social platforms become more restricted for minors, brands will need strategies that do not depend on direct youth targeting. That means stronger contextual planning, smarter creative governance, privacy-safe measurement, better full-funnel [paid media](https://www.dacgroup.com/services/paid-media/) orchestration, and more resilient [search optimization](https://www.dacgroup.com/services/search-optimization/) and local visibility. The brands that build flexibility now will be better positioned if platform rules tighten quickly. A practical readiness plan should start with the basics: understand where youth audiences currently appear in the media plan, which campaigns rely on age-based targeting, which creative assets could be considered youth-coded, and which measurement frameworks depend on platform age data. Marketing teams should begin by asking: - Which campaigns currently depend on direct access to under-16 or under-18 audiences? - Where are youth audiences reached indirectly through creators, entertainment content, gaming, or contextual adjacency? - Which markets have the highest regulatory exposure or fastest-moving policy environment? - Can creative teams distinguish between youth-relevant, family-relevant, and adult-targeted messaging? - Do media teams have alternatives if social reach, targeting, or measurement becomes more restricted? - Are brand-safety, legal, privacy, and media teams aligned on what “youth-adjacent” means for the business? This is not about pausing innovation, but building a media system with enough diversity, governance, and measurement discipline to withstand regulatory change. Want to build a media strategy that can perform in a more regulated, privacy-conscious, and age-gated environment? Contact DAC to learn how our integrated media, search, analytics, and strategy teams can help you adapt with confidence. --- https://www.dacgroup.com/insights/blog/local-search/local-visibility-gaps-home-services-brands.md --- title: "5 local visibility gaps that cost home services brands customers" date: 2026-08-14 published: 2026-07-01 author: "sallard" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/07/5-Local-Visibility-Gaps-That-Cost-Home-Services-Brands-Customers-Blog1-875x438-1.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en --- # 5 local visibility gaps that cost home services brands customers ***In short:*** *Home services brands are losing customers when their locations are difficult to find, verify, trust, or measure across search, maps, AI-powered discovery, reviews, and service-area pages.* *For enterprise and multi-location home services brands, winning new business is no longer just about providing excellent service. It is about being the company homeowners find first, trust quickly, and choose with confidence when they need help.* *Whether someone is searching for an emergency plumber after a burst pipe, comparing HVAC companies during a heat wave, looking for a roofer after severe weather, or scheduling seasonal pest control before summer, the path to choosing a provider has become more complex. Homeowners now move between Google Search, Google Maps, AI-powered experiences like ChatGPT and Gemini, review platforms, local directories, and company websites before deciding who to call.* *Learn why local visibility gaps are becoming a revenue risk for home services brands, and how stronger SEO, GEO, local listings, reviews, location pages, and performance measurement can help turn more searches into booked appointments.* That shift comes at a time when competition is increasing across nearly every home services category. The [Harvard Joint Center for Housing Studies](https://www.jchs.harvard.edu/research-areas/remodeling) reports that the U.S. spends over $600 billion annually on home maintenance and improvement, reinforcing the size of the opportunity for brands that can be found when homeowners are ready to hire. For organizations managing dozens or hundreds of locations, branches, franchisees, or service areas, visibility depends on much more than rankings. It requires a connected strategy that combines SEO, Generative Engine Optimization, local listings, reputation management, paid media, and performance measurement to ensure every market can compete effectively. Here are five common local visibility gaps that prevent home services brands from turning online searches into booked appointments. ## 1. Your Brand Is Not Visible Across Search, Maps, and AI Today’s homeowners rarely rely on a single source when looking for a service provider. Someone dealing with a broken furnace may begin with Google, compare companies on Maps, ask an AI tool for help understanding the issue, read customer reviews, and visit several websites before requesting an estimate. A homeowner planning a bathroom renovation, window replacement, or new roof may spend days researching providers across multiple platforms before deciding who makes the shortlist. This means visibility no longer begins and ends with traditional organic search. Search engines, AI-powered assistants, mapping platforms, review sites, and local directories all influence which companies homeowners discover and trust. Brands that focus exclusively on ranking webpages risk missing opportunities to appear where customers are increasingly asking questions, comparing options, and looking for fast recommendations. Building visibility today requires a broader strategy that combines [technical SEO](https://www.dacgroup.com/services/search-optimization/search-engine-optimization/), Generative Engine Optimization, structured data, authoritative content, and local optimization. Every service area should have relevant content that reflects the way homeowners search, whether they are looking for emergency AC repair, storm damage restoration, drain cleaning, electrical panel upgrades, or recurring lawn care. For home services brands, structured data can make information about services, locations, FAQs, reviews, and business details easier for search engines to interpret, especially when every market has its own mix of service lines, availability, and customer needs. How to improve visibility across search and AI - Optimize content for both traditional search engines and AI-generated answers. - Create unique service pages and location pages for every major market you serve. - Implement structured data that helps search engines understand your services, locations, service areas, and business information. - Publish educational content that answers common homeowner questions before they become service calls. - Align seasonal content with periods of peak demand, such as heating, cooling, roofing, restoration, pest control, and lawn care. ## 2. Consistent Business Listings Build Trust and Visibility Managing business information becomes increasingly challenging as home services brands expand into new markets. Every branch, franchise location, or service area creates another opportunity for inaccurate information to appear online. When homeowners need a provider quickly, confidence matters. If they encounter outdated business hours, inconsistent phone numbers, incomplete service offerings, or unclear service areas across Google Business Profile, Apple Maps, Bing Places, Yelp, and other directories, many will simply move on to another company. This is especially true in urgent categories like plumbing, HVAC, electrical, restoration, and garage door repair, where a homeowner may call the first provider that looks trustworthy and available. According to [Google’s guidance on improving local ranking](https://support.google.com/business/answer/7091), local results are mainly based on relevance, distance, and prominence. Complete and accurate business information helps Google understand what a business does, where it operates, and when customers can contact it. Accurate listings are one part of a stronger [local search optimization](https://www.dacgroup.com/services/local-search-optimization/) strategy, helping homeowners understand where you operate, what services you offer, and how quickly they can reach your team. For enterprise home services brands, that consistency has to extend across every location, every market, and every major discovery platform. How to strengthen your local presence - Maintain accurate business information across every location, branch, and service area. - Regularly update seasonal hours, emergency services, holiday availability, and service offerings. - Clearly define service areas for every location so homeowners know whether you serve their community. - Monitor listing accuracy across Google Business Profile, Apple Maps, Bing Places, Yelp, and other important directories. - Ensure every location has complete, unique business profiles instead of duplicated or generic information. ## 3. Reviews Build Trust Before Homeowners Make the Call For home services companies, reputation is often the deciding factor. Whether homeowners need an electrician to restore power, a restoration company after water damage, a roofer after hail, or an HVAC technician during the hottest week of the year, they want reassurance that the company they choose is reliable, responsive, and qualified to do the work. Reviews influence much more than perception. Recent, detailed, and location-specific feedback can support customer trust while helping search and AI-powered discovery experiences better understand which businesses homeowners rely on in each market. For enterprise brands operating across multiple markets, reputation management needs to be consistent across every location. A single underperforming branch can weaken confidence in a market, while a steady flow of recent, authentic reviews helps reinforce trust across search, maps, and AI-powered discovery experiences. The operational side matters too. Home services reviews often reveal patterns that go beyond marketing, including technician punctuality, dispatcher responsiveness, pricing clarity, cleanup quality, and follow-up communication. When review management is connected to operations, brands can use customer feedback to improve both local performance and the service experience. How to build stronger local trust - Develop a consistent review generation strategy after completed jobs. - Encourage technicians and customer service teams to request reviews at the right moment. - Respond promptly to both positive and negative reviews with location-specific context. - Monitor review trends across every location to identify operational improvements. - Showcase testimonials that highlight expertise across HVAC, plumbing, roofing, electrical, restoration, pest control, and other core services. ## 4. Location Pages Should Reflect How Homeowners Search Many enterprise home services brands invest heavily in their websites but overlook one of their most valuable assets: location-specific service pages. These pages are often the bridge between a homeowner’s high-intent search and a booked appointment. Homeowners rarely search for broad services alone. They search for phrases like “emergency plumber near me,” “roof replacement in Dallas,” “furnace repair in Toronto,” “termite treatment in Phoenix,” or “water damage restoration in my area.” They expect content that reflects both their location and the specific problem they are trying to solve. [Google’s guidance on helpful, people-first content](https://developers.google.com/search/docs/fundamentals/creating-helpful-content) emphasizes content that is created primarily for people and helps readers achieve their goals. For home services brands, that means local pages should do more than repeat the same generic copy across every city. They should help homeowners understand the service, the urgency, the process, the local availability, and the next step. A strong location page might explain common seasonal issues in that market, highlight specific services available in the area, include local reviews, answer frequently asked questions, and make it easy to call, book online, or request an estimate. When location pages are built around real homeowner intent, they become more useful for search engines, AI systems, and customers. How to improve local service pages - Create unique pages for every major service area and primary service. - Include locally relevant content, project examples, FAQs, and customer testimonials. - Answer common homeowner questions related to cost, timing, urgency, warranties, and service expectations. - Optimize content for both traditional search and AI-powered discovery. - Make it easy for homeowners to call, request an estimate, or schedule service from every page. ## 5. Marketing Success Starts With Booked Jobs and Revenue Generating leads is important, but it is only part of the equation. For home services brands, success is measured by booked appointments, completed jobs, technician utilization, revenue, customer lifetime value, and profitable growth across every service area. A campaign that drives a high volume of calls may look successful on the surface, but not all calls carry the same value. Some may come from outside the service area, some may be low-fit inquiries, and others may fail to convert because of missed calls, long response times, limited technician availability, or poor scheduling handoffs. Without connecting marketing performance to operational outcomes, it is difficult to understand which investments are truly driving growth. This is especially important in categories shaped by seasonality and urgency. HVAC demand may spike during extreme temperatures, roofing leads may surge after storms, and pest control interest may increase in warmer months. Marketing teams need visibility into which campaigns are driving booked jobs, which markets are constrained by capacity, and which service lines are producing the strongest return. The strongest home services organizations are shifting from measuring marketing activity to measuring business performance. That requires connecting CRM data, booking platforms, dispatch systems, call tracking, and media data so teams can see what happens after the click, call, or form fill. How to measure marketing performance more effectively - Measure booked appointments instead of leads alone. - Integrate marketing data with CRM, scheduling, and dispatch systems. - Track revenue and return on investment by service line and market. - Connect call tracking with online and offline conversions. - Use location-level reporting to improve marketing investment across every service area. ## Winning Local Starts With Being Visible Everywhere The way homeowners choose service providers continues to evolve, but the goal remains the same. They want to find a trusted company quickly, feel confident in their decision, and schedule service with as little friction as possible. For enterprise home services brands, earning that trust requires more than strong rankings or larger media budgets. It requires a connected strategy that combines SEO, GEO, local listings, reputation management, paid media, and performance measurement so every location is positioned to compete in its market. Brands that invest in strengthening their local visibility across search, maps, AI-powered experiences, and review platforms will be better equipped to capture more qualified calls, book more appointments, and build lasting relationships with homeowners long after the first service visit. --- https://www.dacgroup.com/insights/blog/analytics/ai-wont-fix-bad-customer-data-crm-readiness.md --- title: "AI won’t fix bad customer data: Why CRM readiness comes first " date: 2026-09-14 published: 2026-06-22 author: "sallard" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/06/AI-wont-fix-bad-customer-data-Blog1-875x438-1.jpg" categories: - name: "Proove Analytics" url: "/insights/blog/analytics.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/analytics/ai-wont-fix-bad-customer-data-crm-readiness.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/analytics/ia-ne-reglera-pas-mauvaises-donnees-clients-preparation-crm.md" de: "https://www.dacgroup.com/de/einblicke/blog/analytics/ki-wird-schlechte-kundendaten-nicht-besser-machen-crm-vorbereitung.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/analytics/ai-wont-fix-bad-customer-data-crm-readiness.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/analytics/ia-ne-corrigera-pas-mauvaises-donnees-client-preparation-crm.md" es: "https://www.dacgroup.com/es/descubre/blog/analytics/ai-wont-fix-bad-customer-data-crm-readiness.md" --- # AI won’t fix bad customer data: Why CRM readiness comes first  *As brands adopt AI across personalization, automation, and customer journey orchestration, many are discovering the same challenge: disconnected systems and unreliable CRM data limit what AI can actually achieve. Brands with cleaner, more connected customer data will be better positioned to personalize experiences, automate intelligently, and drive measurable growth.* *Keep reading to learn why CRM readiness is becoming one of the most important prerequisites for successful AI-powered marketing.* AI is changing how marketing teams personalize experiences, prioritize leads, automate engagement, and generate insights. But while the technology is evolving quickly, many organizations are still working from fragmented customer data, disconnected platforms, inconsistent lifecycle stages, and unclear governance. Those problems do not disappear when AI enters the picture. In many cases, in fact, AI simply accelerates them. That is why AI-ready marketing starts with the customer data foundation underneath it. ## Why AI-ready marketing starts with CRM readiness Brands are using AI to personalize experiences, automate journeys, prioritize leads, predict intent, and optimize engagement at scale. But AI can only work with the data it can access, understand, and trust. As a result, AI readiness is about more than simply choosing the right platform or tool. It also depends on customer data quality, CRM structure, governance, connected workflows, and the depth and detail of relevant strategic insights. Increasingly, CRM is becoming the system that connects customer identity, engagement history, lifecycle stage, consent, sales outcomes, and marketing activation into a more unified customer view. For many brands, the more important question is no longer “Which AI tool should we adopt next?” but “Is our CRM ready to support the AI strategy we want to build?” ## Poor CRM data limits AI performance AI does not operate in a vacuum. If your CRM contains duplicate records, missing fields, outdated customer details, unclear lifecycle stages, or inconsistent consent data, AI has weaker context to work with. That can create problems across the marketing funnel, including: - Personalization engines recommending the wrong message - Lead-scoring models prioritizing the wrong accounts - Nurture journeys treating existing customers like new prospects - Reporting dashboards showing activity without connecting it to revenue or customer value AI does not automatically fix fragmented customer data. In many cases, it actually scales the underlying problems faster. CRM readiness is so important because reliable, connected customer data gives AI the context it needs to support better decisions, more relevant experiences, and stronger marketing performance. ## CRM is becoming a system of action For years, many organizations treated CRM as a system of record: a place to store contact details, sales activity, deal history, and customer notes. But in an AI-driven marketing environment, CRM is becoming much more strategic as it evolves into a system of action that helps brands activate customer data across personalization, automation, media, service, and measurement. At the same time, customer journeys no longer happen in a single channel. Customers move between ads, websites, emails, sales conversations, support interactions, and local experiences within the same journey. CRM helps connect those signals into a more unified customer view, giving marketing and AI systems better context for decision-making. Salesforce’s [Agentforce 360 announcement](https://www.salesforce.com/news/press-releases/2025/10/13/agentic-enterprise-announcement/) reflects this broader shift toward connected workflows where humans and AI work together to support customer engagement more intelligently and efficiently. For marketers, the takeaway is simple: AI-powered engagement depends on trusted customer data and the ability to act on it effectively. ## Disconnected data creates disconnected customer experiences Customer signals often live across CRM, marketing automation, analytics, ecommerce platforms, paid media, call centers, loyalty programs, service tools, and offline interactions. Each system captures part of the customer journey, but when those signals remain disconnected, teams are left with fragmented customer views. As a result, most brands are not short on data—they are short on *connected* data. For example, a customer might click a paid ad, visit a local landing page, fill out a form, speak with sales, receive an email, and later contact support. If those interactions are not connected, AI cannot fully understand customer intent, context, or the right next action. That limits [personalization](https://proove.dacgroup.com/services/segmentation/customer-segmentation-personalization/), weakens segmentation, complicates attribution, and makes marketing and sales alignment more difficult. In contrast, the more connected your customer data becomes, the more effectively your teams and AI systems can respond to customer needs across the journey. ## What does AI-ready CRM data look like? AI-ready CRM data does not mean perfect data. It means your customer data is reliable, connected, and structured enough to support meaningful action. Here are some of the foundational elements brands should focus on: **CRM-readiness factor****Why it matters for AI**CleanRecords are accurate, de-duplicated, current, and trustworthyConnectedCRM integrates with marketing, analytics, media, sales, and service platformsStructuredData is organized around meaningful lifecycle stages, behaviors, and audience segmentsGovernedTeams understand data ownership, quality standards, and maintenance processesPermissionedConsent and communication preferences are properly managedActionableData can support campaigns, workflows, personalization, and reportingMeasurableMarketing engagement can connect to business outcomes like revenue or retentionThis is not simply a CRM cleanup exercise, but the foundation for stronger segmentation, smarter automation, more relevant personalization, and better AI-supported decision-making. ## Where should marketers start with CRM readiness? The good news is that brands don’t need to solve every CRM challenge at once. The best place to start is with the data and workflows that have the biggest impact on customer experience and marketing performance. Marketing teams should begin by asking: - Are lifecycle stages clearly defined and consistently used? - Can marketing engagement connect to sales outcomes or revenue? - Do we know which data fields are required for segmentation, personalization, and reporting? - Are consent and communication preferences reliable and up to date? - Are CRM, media, analytics, and marketing platforms sharing the signals that matter? - Who owns data quality, and how is it maintained over time? The goal is laying a customer data foundation reliable enough to support smarter marketing decisions and stronger AI activation. ## What can AI achieve with stronger CRM data? When CRM data is clean, connected, and actionable, AI has better context to work from. That creates opportunities for more effective marketing across the customer journey, including: - Building smarter audience segments based on behavior, lifecycle stage, intent, or customer value - Supporting nurture journeys that adapt to real customer actions - Improving lead scoring with combined marketing and sales signals - Strengthening paid media through stronger first-party audience strategies - Delivering more relevant personalization across email, web, content, and local experiences - Identifying which products, locations, or audience groups need different approaches This is especially important for [enterprise brands with local footprints](https://www.dacgroup.com/services/location-optimization/), where customer needs and behaviors vary by market. When CRM, media, analytics, and local signals work together, brands can create more relevant experiences and make better decisions across channels and regions. ## Why human oversight still matters in AI-driven marketing AI can accelerate marketing decisions and improve operational efficiency, but it doesn’t replace strategy. People still need to define business goals, audience priorities, lifecycle rules, brand standards, governance models, and performance metrics. Teams also need to decide when automation is appropriate, when human review is required, and how customer trust will be protected. HubSpot’s [2026 State of Marketing report](https://www.hubspot.com/state-of-marketing) reinforces this balance by positioning AI alongside trust, brand point of view, efficiency, and growth. The strongest AI marketing programs are not fully automated systems. They are human-led strategies where AI helps teams activate, analyze, and optimize more effectively. ## CRM readiness is the foundation for continuous optimization Rather than simply adding another AI tool to the stack, the next step is connecting the systems, signals, and workflows that already shape marketing performance. That means bringing together CRM data, media performance, analytics, creative, content, and local market insights into a more connected operating model. This is the type of challenge DAC’s [IRIS](https://www.dacgroup.com/tech-platforms/iris/) ecosystem was built to address. Our proprietary platform uses generative marketing intelligence to synthesize multi-platform data, surface insights, and support continuous optimization across media and brand growth. ## Will CRM accelerate your AI strategy—or derail it? AI is changing what marketing teams can do, but CRM readiness will determine how effectively brands can apply it. If customer data is fragmented, inconsistent, or difficult to activate, AI will have limited context to work from. But when CRM data is clean, connected, and governed, AI becomes a much stronger driver of personalization, automation, measurement, and growth. That makes CRM readiness more than a technical initiative; it’s a strategic marketing priority. Before scaling AI-powered marketing, brands should carefully evaluate the customer data foundation underneath it. Want to prepare your CRM for AI-powered growth? [Contact DAC](https://www.dacgroup.com/contact/) to learn how connected data strategies can support smarter AI activation, stronger personalization, and better marketing performance. --- https://www.dacgroup.com/insights/blog/strategy/what-cmos-demand-from-media-partner-today.md --- title: "What should CMOs demand from a media partner today? " date: 2026-08-14 published: 2026-06-04 author: "sallard" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/06/What-Should-CMOs-Demand-From-Their-Media-Partner-Blog1-875x438-1.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/what-cmos-demand-from-media-partner-today.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/ce-que-les-cmo-doivent-exiger-dun-partenaire-media-aujourdhui.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/was-cmos-von-einem-media-partner-heute-erwarten.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/what-cmos-demand-from-media-partner-today.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/ce-que-les-cmo-doivent-exiger-dun-partenaire-media-aujourdhui.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/lo-que-los-directores-de-marketing-exigen-hoy-en-dia-a-sus-socios-de-medios.md" --- # What should CMOs demand from a media partner today?  ## In short Media management is being rewritten as fragmented discovery, AI-led execution, and rising pressure to prove business impact force brands to rethink what they need from agency partners. Forrester’s [*The Media Management Services Landscape, Q2 2026*](https://www.forrester.com/report/the-media-management-services-landscape-q2-2026/RES194478) frames this shift around full-funnel value, AI governance, and CFO-grade measurement, while DAC’s view is that the next media partner must connect strategy, data, content, operations, and outcomes rather than just media buying. *Keep reading to learn how brands can turn media management into a more measurable, scalable growth channel.* For years, media management was often evaluated through a narrow lens: buying power, channel expertise, campaign efficiency, and the ability to optimize spend across platforms. Those capabilities still matter. But they are no longer enough. Today’s CMOs are operating in a more complex environment. Discovery is fragmented. Customer journeys are less linear. AI is reshaping how consumers search, compare, and make decisions. Retail and commerce media are changing the relationship between advertising and sales. Finance teams are asking harder questions about return on investment. At the same time, media platforms are automating more of the executional work agencies once used to differentiate themselves. The result is a fundamental shift in what brands should expect from a media management partner. The next generation of media performance will not be defined by who can buy impressions at the lowest cost. It will be defined by who can connect strategy, data, content, technology, and operations to business outcomes that leadership teams can understand and trust. According to Forrester’s *The Media Management Services Landscape, Q2 2026*, media management services are evolving beyond paid media placement to combine business strategy, data, technology, content, planning, buying, measurement, and continuous optimization in support of effective customer engagement. DAC was included among the providers researched in the report. ## From media efficiency to business accountability Efficiency has always been part of the media mandate. Brands need to reach the right audiences, reduce waste, and optimize investment across channels. But efficiency alone does not answer the question now being asked in boardrooms: what business impact did this media investment create? That question changes the role of the agency partner. Media can no longer be treated as a standalone activation layer, disconnected from customer behavior, sales performance, content relevance, and the broader marketing ecosystem. It has to be planned and measured in relation to business objectives such as customer acquisition, lead quality, revenue, retention, store visits, local demand, market share, or lifetime value. This is especially important for multi-location, multi-market, and enterprise brands, where media performance is shaped not only by national spend, but also by local discoverability, operational consistency, content quality, and the ability to understand what is happening across markets. The agencies best positioned for this new reality are not simply media buyers. They are business partners that can translate investment into outcomes, and outcomes into decisions. ## CFO-grade measurement is becoming the new standard The pressure to prove media’s value is intensifying. Platform-reported metrics still have a role, but they are not enough on their own. Clicks, impressions, reach, views, and even conversions can tell part of the story, but they do not always prove incremental business impact. Marketing leaders increasingly need measurement approaches that can stand up to executive and finance scrutiny. That means stronger use of incrementality testing, marketing mix modeling, attribution, experimentation frameworks, and outcomes-linked reporting. The goal is not simply to report what happened. It is to understand what changed because of media investment. A campaign can generate strong platform performance while still failing to create incremental value. Conversely, some of the most important media effects may happen across longer time horizons, multiple touchpoints, or offline environments that are not fully captured by platform dashboards. For brands, the question to ask is no longer, “Can our agency report on performance?” It is, “Can our agency help us understand the business contribution of media well enough to make better investment decisions?” ## AI is changing execution, but governance is the differentiator AI is quickly becoming part of the media management infrastructure. Planning, buying, bidding, budget allocation, creative variation, audience modeling, and optimization are all being affected by automation. But this does not mean strategy becomes less important. In fact, it makes strategy more important. When platforms automate more decisions, brands need partners who can define the right objectives, feed systems with better data, interpret outputs, identify risks, and ensure that AI-enabled activation aligns with business priorities. The real differentiator is not whether an agency “uses AI.” It is how that agency governs AI. CMOs should ask clear questions. How is AI being used in planning and optimization? Where is human oversight required? What safeguards exist around brand safety, bias, privacy, compliance, and quality control? How are recommendations validated? How are teams trained? How are outcomes monitored? AI can accelerate media performance, but only if it is connected to a disciplined operating model. Without governance, automation can simply make poor decisions faster. ## Discovery is fragmenting across search, social, commerce, and AI One of the biggest shifts facing media leaders is the fragmentation of discovery. Consumers no longer move through a predictable funnel. They discover brands through paid search, organic search, maps, social platforms, creators, reviews, retail media networks, marketplaces, AI assistants, video platforms, and local listings. That has major implications for media strategy. If people discover brands across a wider range of environments, media cannot be planned in isolation from content, search visibility, local presence, and customer intent. Paid media may create demand, but content, reviews, location data, landing pages, search results, and local experiences often determine whether that demand converts. This is where the boundaries between media, SEO, content strategy, analytics, and local optimization start to blur. A high-performing media partner must understand not only where to place investment, but also how consumers make decisions once that investment creates interest. For distributed brands, this is even more critical. A national campaign may drive awareness, but the final decision may happen at the local level: a nearby branch, dealer, clinic, restaurant, store, or service provider. If the local experience is inconsistent, inaccurate, or invisible, media efficiency suffers. The next media partner must understand discovery, not just distribution. ## The five demands for your media management partner As the market evolves, CMOs should raise the bar for agency evaluation. Buying power and channel credentials still matter, but they should be only part of the conversation. The more important question is whether a partner can help the brand build a more accountable, adaptive, and integrated media model. Here are five demands every CMO should bring to the next agency conversation. **1. Business-linked measurement** Your partner should be able to connect media performance to business outcomes, not just media metrics. That includes a clear point of view on incrementality, attribution, marketing mix modeling, experimentation, and executive-ready reporting. The goal should be better decision-making, not just better dashboards. **2. AI governance** Your partner should be able to explain how AI is being used, where human judgment remains essential, and how risks are managed. AI should improve speed and intelligence, but it should not create a black box. Brands need transparency, accountability, and governance. **3. Data strategy** Media performance depends on the quality of the data behind it. Your partner should know how to structure, connect, analyze, and activate data across channels, markets, and customer journeys. Data strategy is no longer an adjacent capability. It is central to media effectiveness. **4. Content and context alignment** The right audience and the right placement are only part of the equation. Media also needs the right message, the right content, and the right experience for the context in which people are discovering the brand. Content strategy, search visibility, creative relevance, and media planning need to work together. **5. Operational excellence** Modern media is operationally complex. Brands need partners who can manage trafficking, taxonomy, governance, reporting, budget pacing, optimization, partner coordination, and multi-market execution with discipline. Operational excellence is often what separates strategy from performance. ## Why DAC is part of this conversation DAC was included among the providers researched in Forrester’s [*The Media Management Services Landscape, Q2 2026*](https://www.forrester.com/report/the-media-management-services-landscape-q2-2026/RES194478). In the report, DAC is listed as an agency with geographic focus in North America and EMEA, and with selected extended business scenario focus areas including content strategy, data strategy, and media and advertising operations. Those areas reflect where the media management conversation is heading. Brands do not need more disconnected activity. They need connected systems of performance: data that informs decisions, content that matches intent, media that drives demand, operations that create consistency, and measurement that proves value. For DAC, this is a natural evolution of the enterprise-to-local challenge many brands already face. Whether a brand is managing locations, markets, product lines, service areas, dealer networks, franchises, or distributed customer journeys, performance does not happen in one channel, one platform, or one dashboard. It happens across a connected ecosystem of moments that influence how people discover, evaluate, and choose a brand. ## The agency review checklist needs an upgrade As brands reassess their agency relationships, the evaluation process should change. The strongest agency partner may not be the one with the flashiest platform demo or the lowest cost structure. It will be the one that can combine talent, technology, governance, and strategic clarity in a way that helps the brand grow. That means asking better questions. How does the agency prove business impact? How does it govern AI? How does it connect media with search, content, and local intent? How does it operationalize data? How does it help the organization make smarter investment decisions? The future of media management will belong to partners that can make media more measurable, more adaptive, and more connected to the customer journey. Media is being rewritten. CMOs should make sure their agency partnerships are being rewritten with it. --- https://www.dacgroup.com/insights/blog/paid-media/google-marketing-live-2026-key-takeaways.md --- title: "Google Marketing Live 2026: 4 key takeaways " date: 2026-05-26 author: "sallard" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/05/GML-Blog1-875x438-1.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/google-marketing-live-2026-key-takeaways.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/google-marketing-live-2026-points-cles.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/google-marketing-live-2026-wichtigste-erkenntnisse.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/google-marketing-live-2026-key-takeaways.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/google-marketing-live-2026-points-cles.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/google-marketing-live-2026-key-takeaways.md" --- # Google Marketing Live 2026: 4 key takeaways  **In short: What mattered most from Google Marketing Live 2026?** AI-driven search, video discovery, shopping, and measurement are becoming increasingly connected, forcing brands to adapt to more conversational, non-linear consumer journeys. Success will depend on stronger content, smarter data signals, and integrated strategies across Search, YouTube, commerce, and AI-powered experiences. *Keep reading to learn how Google’s latest updates are reshaping SEO, paid media, video strategy, commerce experiences, and measurement frameworks for brands.* Google Marketing Live 2026 reinforced a major shift that’s already reshaping how brands connect with consumers: search, discovery, shopping, and measurement are becoming increasingly AI-driven, conversational, and interconnected. From AI Mode and video discovery to commerce integrations and advanced measurement tools, Google’s announcements made it clear that brands need to adapt to non-linear consumer journeys happening across Search, YouTube, shopping experiences, and conversational interfaces. As the dust settles on GML 2026, let’s break down the announcements and look at the key takeaways and next steps for brands’ success. ## 1. Search is already conversational The shift in how users search is no longer hypothetical—it’s already happening, with 2.5B AI Overviews users and more than 1B monthly AI Mode users. These features see 3x longer queries than traditional search. Consumers are increasingly embracing these experiences, with brainstorm-style searches growing 30% faster than any other AI Mode query type. With that shift in user behavior, more Google Ad products are gaining prominence: - Ads and promotional offers surfaced in AI Mode incorporate immediate purchase action into the original research conversation - AI-generated shopping summaries help recommended products align more closely with the user’s ongoing research and intent - Business agents will allow consumers to ask questions directly within ads, creating a more seamless research and purchase experience ### What does this mean for brands? Expertise and experience remain critical for SEO and AI visibility—[something DAC has already identified as a core strategic pillar](https://www.dacgroup.com/insights/blog/search-optimization/seo-success-looks-different-now/). With ads coming to AI Mode, brands need to be present in the conversation in a natural way to be able to fit the moment. Features like AI Max can help brands better understand conversational intent and dynamically adapt creative assets to fit the moment more naturally. ## 2. Video and creator content are becoming central to discovery and performance Video is no longer just an awareness tactic; it’s becoming a core driver of discovery, engagement, and purchase consideration, with [visual assets playing a key role in brand discovery](https://www.dacgroup.com/services/creative/) through multiple touchpoints: - **AI Mode:** Organic visibility in AI Mode is not only based on text content, but visual content as well, including video. To continue building expertise and experience needed for more visibility, brands need to lean into all types of content. - **YouTube AI Overviews:** AI Overviews are coming to YouTube in the form of an Ask YouTube button that surfaces the most relevant content based on the user’s question and incorporates further chat experience to promote discovery. - **Creator content:** With organic video content driving 13x higher search intent and 5x higher purchase intent, creators continue to play a significant role in brand discovery and influencing consumer behavior. Google is adding features to find and add creator content to paid campaigns to further simplify the process for advertisers. - **DemandGen:** On the paid side, DemandGen is the key campaign type to drive incremental revenue with video, rooted in the predictive model surfacing content to users before they actually think about a product or service. ### What does this mean for brands? Brands need to rethink their creative strategies and further lean into video content to fuel discovery and influence purchase decisions. On the paid side, video should not be considered a purely awareness asset, but a purchase driver as well. ## 3. Commerce experiences are becoming more seamless and connected Google is simplifying the path to purchase with Universal Cart powered by UCP (Universal Commerce Protocol), which allows users to buy directly from product ads across multiple surfaces, including AI Mode and YouTube. Simultaneously, product feeds on YouTube are expanding to tablets and Pause Ads on Mobile, providing more ways for consumers to engage with products and convert. The Universal Cart also introduces more agentic shopping experiences, including alerts for deals and price changes on saved items. From a user perspective, the Universal Cart becomes a wish list for purchases they might want to think about a bit more. What does this mean for brands? Detailed, structured, and regularly updated product feeds are crucial for AI Mode visibility and timely offer surfacing, feeding not only into deal alerts but AI summaries and the ability of the product to fit seamlessly into the conversation. Brands need to adopt an approach that any channel is a shopping channel and adjust their strategies accordingly to capture demand in the way that is most convenient for consumers. ## 4. Measurement and first-party data remain the foundation of performance As consumer journeys become more dynamic and less linear, Google is continuing to emphasize the importance of strong measurement frameworks and high-quality first-party data. At GML 2026, Google positioned [data strength, causality, and unified measurement](https://proove.dacgroup.com/) as critical components for helping AI-powered systems optimize campaigns and understand performance across increasingly fragmented touchpoints. To support this, Google highlighted tools like Google Tag Gateway and the Data Manager API to help brands strengthen data collection and activation. Additional measurement updates included: - **Campaign Type Attribution:** Highlights how campaigns like DemandGen contribute to conversions across the broader customer journey - **Attributed Brand Searches:** Measures increases in brand search activity influenced by campaigns - **Qualified Future Conversions:** Uses predictive modeling to estimate future conversion impact based on current engagement signals ### What does this mean for brands? Strong measurement foundations and reliable first-party data are becoming even more important as AI-driven media buying and optimization continue to evolve. Brands need accurate, timely signals to help platforms better understand performance and optimize toward business outcomes. At the same time, these newer measurement tools reflect the growing need to evaluate influence beyond last-click attribution. While predictive metrics should still be interpreted thoughtfully, they can provide faster directional insights into how campaigns are shaping consumer behavior across increasingly complex purchase journeys. ## Navigating the next era of Google marketing Google Marketing Live 2026 reinforced that search, video, commerce, and measurement are becoming increasingly interconnected through AI-powered experiences. As consumer journeys grow more conversational and non-linear, brands need strategies that connect SEO, paid media, creative, commerce, and analytics to meet users across every stage of discovery and decision-making. At DAC, we help brands adapt to these evolving behaviors through integrated digital marketing strategies built for performance and long-term growth. Whether it’s improving AI visibility, scaling video and creator content, modernizing measurement frameworks, or building connected full-funnel media programs, our teams help brands stay ahead of change. Explore DAC’s [search](https://www.dacgroup.com/services/search-optimization/), [media](https://www.dacgroup.com/services/paid-media/), and [analytics](https://www.dacgroup.com/services/analytics/) services or [contact us](https://www.dacgroup.com/contact/) to learn more. --- https://www.dacgroup.com/insights/blog/paid-media/upfronts-newfronts-brandcast-connected-media-era.md --- title: "2026 Upfronts, NewFronts, and Google Brandcast: What marketers should actually care about " date: 2026-05-25 published: 2026-05-19 author: "Felicia DelVecchio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/05/Google-Brandcast-Blog1-875x438-1.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/upfronts-newfronts-brandcast-connected-media-era.md" --- # 2026 Upfronts, NewFronts, and Google Brandcast: What marketers should actually care about  **In short: What actually mattered from the 2026 Upfronts, NewFronts, and Brandcast events?** Streaming, creators, commerce, AI, sports, and performance media are all converging into one connected ecosystem where brands are expected to drive both cultural relevance and measurable business outcomes. *Keep reading to learn how marketers can adapt as channel silos disappear, creator ecosystems mature, and attention continues shifting toward streaming, live moments, and community-driven content.* --- This year’s Upfronts, NewFronts, and Google Brandcast events made one thing very clear: the industry is officially in its “everything is connected” era. Streaming, creators, commerce, AI, retail media, sports, performance—all of it is starting to blend together into one giant ecosystem where brands are expected to drive both cultural relevance *and* measurable business results. The days of separating “brand” and “performance” media conversations are fading fast. And honestly, we’re relieved and excited. Everything is as it should be. ## 1. Streaming is no longer “the future”; it’s all just media now Streaming platforms spent less time talking about subscriber growth this year and more time talking about ad products, targeting capabilities, measurement, and commerce integrations. ### Key platform updates - **Netflix** continued pushing deeper into advertising with expanded programmatic capabilities, live event integrations, and more momentum around its ad-supported tier. - **Amazon** leaned hard into shoppable entertainment and commerce-driven video tied directly to Prime Video and retail behavior. - **Disney** focused heavily on audience identity, unified measurement, and cross-platform buying across Disney+, Hulu and ESPN. - **NBCUniversal** emphasized sports, retail partnerships, and AI-powered planning tools designed to help advertisers optimize in real time. The vibe across all of them? Everyone wants to be a one-stop-shop media ecosystem now. ### What it means for marketers - CTV is no longer just an awareness play - Commerce and media strategies need to work together - Planning by individual channels will continue to make less sense over time In a nutshell, the siloed era is over but fragmentation also continues. Yes, it’s a bit of a headscratcher. ## 2. Creators officially became premium media properties NewFronts and [Brandcast](https://blog.youtube/news-and-events/brandcast-2026-highlights/) especially doubled down on the idea that creators are no longer just “influencers.” Instead, they are entertainment brands with loyal fandoms and serious viewing power. The [YouTube Brandcast](https://services.google.com/fh/files/misc/brandcast_2026_top_takeaways-compressed.pdf) focused heavily on: - Creator-led communities and fandoms - Connected TV growth - Shorts monetization - Sports partnerships - Shoppable video - AI-powered creator and campaign tools The biggest takeaway, however, was YouTube’s positioning overall. They essentially walked on stage and said, “We are everything, everywhere, all at once.” Streaming platform? Yes. TV network? Also yes. Creator economy leader? Obviously. Commerce engine? Yep. Performance platform? That too. YouTube also reinforced that creator content is increasingly being watched on TV screens, which continues blurring the line between traditional entertainment and digital media. It’s another case for managing TV and CTV in coordination. ### What it means for marketers - Creator strategies need to go beyond one-off sponsorships - Community matters more than follower count to build trust - Long-term creator ecosystems are becoming more valuable than transactional partnerships ## 3. AI has made significant moves beyond buzzword territory AI was and continues to be *everywhere* this year, but the conversation is evolving towards practicality. It’s less “Look what AI *could* do someday” and more “Here’s how we’re embedding it directly into workflows right now.” ### Google Marketing Platform and Gemini updates Google announced [several Gemini-powered updates across GMP and DV360](https://blog.google/products/marketingplatform/360/gemini-models-advantage-google-marketing-platform/), including: - AI-powered campaign planning and optimization - Smarter audience and inventory recommendations - Ads Advisor integrations - Faster activation workflows - Enhanced media curation tools - Confidential Publisher Match for privacy-safe targeting The bigger story wasn’t just automation but operational efficiency. Platforms are trying to help marketers make faster, smarter decisions across increasingly fragmented ecosystems. ### What it means for marketers - AI is becoming an operations layer, not just a creative tool - Teams need to think beyond experimentation - The real value is speed, optimization and connected decision-making so that marketers can spend more time being strategic thought leaders and impacting client programs ## 4. Sports and live moments still have main character energy In an increasingly fragmented media landscape, live sports and cultural moments are still some of the few things that can pull massive audiences together at the same time. Focus areas explored included: - Expanded sports partnerships - Interactive viewing experiences - Real-time engagement opportunities - Commerce integrations tied to live events - Premium live inventory demand As these trends take shape and gain momentum, attention metrics will become more important than ever. ### What it means for marketers - Live moments still drive unmatched engagement - Sports strategies should connect with creators, social, and commerce - Brands need agile creative built for real-time participation and AI can help with human driven guidance for trust ## So, what are the next steps from here? - **Stop planning by channel, PLEASE!** Consumers don’t think in silos anymore, and media strategies can’t either. - **Build creator ecosystems instead of one-off campaigns for greater impact.** The strongest creator partnerships are starting to look more like long-term brand collaborations than influencer buys. - **She’s real and she’s beautiful—now make AI operational.** The real opportunity isn’t just AI-generated content, but smarter planning, faster optimization, and better insights. - **Focus on outcomes, not just reach.** Impressions alone aren’t enough anymore. Measurement needs to tie back to actual business impact. - **Follow attention!** Creators, sports, premium streaming, and community-driven content are where attention is consolidating. ## DAC’s vision for media’s exciting new era The biggest takeaway from this year’s Upfronts, NewFronts, and Brandcast? The future belongs to brands that can connect media, data, technology, and creativity into one cohesive strategy. Luckily, at DAC, we’re already on it. From integrated media and commerce strategies to AI-powered optimization and full-funnel measurement, DAC helps brands navigate increasingly fragmented ecosystems while still driving measurable business outcomes. Whether it’s building connected audience strategies, [activating smarter cross-channel media plans](https://www.dacgroup.com/services/paid-media/), scaling creator and CTV investments, using AI to improve efficiency and performance, or turning attention into action across the customer journey, DAC is helping brands work smarter, move faster, and create more accountable marketing strategies. Because as platforms continue trying to become everything everywhere all at once, brands need partners who can actually connect all the moving pieces together. Want to talk about what these shifts mean for your business? Let’s connect. --- https://www.dacgroup.com/insights/blog/search-optimization/youtube-content-shift-brands-cant-ignore.md --- title: "The YouTube content shift brands can’t ignore " date: 2026-06-01 published: 2026-05-06 author: "sallard" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/05/Youtube-Content-Shift-Brands-Cant-Ignore-875x438-Blog1.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/youtube-content-shift-brands-cant-ignore.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/virage-contenu-youtube-marques-ne-peuvent-ignorer.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/der-wandel-von-youtube-inhalten-den-marken-nicht-ignorieren-sollten.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/youtube-content-shift-brands-cant-ignore.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/virage-contenu-youtube-marques-ne-peuvent-ignorer.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/cambio-en-el-contenido-de-youtube-que-las-marcas-no-pueden-ignorar.md" --- # The YouTube content shift brands can’t ignore  **In short**: **Why are how-to videos no longer enough for brands on YouTube?** They still help brands capture search demand, but the biggest growth opportunity now comes from content that keeps people watching. That means stronger hooks, better pacing, clearer payoff moments, and educational formats built for discovery, retention, and recommendation. *Keep reading to learn how brands can turn YouTube content into a more watchable, scalable growth channel.* --- Edu-tainment is becoming YouTube’s biggest growth opportunity. “How-to” content still works. It just is not where the biggest upside lives anymore. For years, YouTube strategy was straightforward: find a question people are searching for, answer it clearly, optimize the metadata, and let search do the rest. That model still has value. But it is no longer enough on its own, especially in crowded categories where dozens—or hundreds—of videos are already competing to answer the same question. Today, the brands breaking through are not always the ones with the most complete answer. More often, they are the ones that make learning watchable. A few signals help explain why this shift matters. YouTube Shorts now averages [**200 billion daily views**](https://economictimes.indiatimes.com/tech/technology/youtube-shorts-has-hit-200-billion-daily-views-ceo-neal-mohan/articleshow/121968947.cms), according to reporting on Neal Mohan’s Cannes Lions keynote. HubSpot reports that [**89% of businesses use video marketing**](https://blog.hubspot.com/marketing/video-marketing-statistics?utm_source=chatgpt.com). And YouTube’s own analytics framework explicitly breaks discovery into multiple surfaces, including Search, Browse, Suggested, playlists, channels, and external sources. In other words, the platform is bigger than search, competition is heavier, and format matters more than ever. ## **The problem: The old playbook is getting crowded** The problem is not that educational content stopped working. The problem is that **basic educational content became easy to replicate**. Most industries now have years of “how to,” “what is,” and “top five tips” videos sitting on YouTube. That has created a sea of content with predictable hooks, familiar formats, and nearly interchangeable answers. There is nothing wrong with those formats in isolation. But when dozens of channels in your category all answer the same question in the same way, distinctiveness disappears. And at the same time, video has become mainstream across marketing. The volume of content competing for the same searches has never been higher. Producing another technically correct tutorial is no longer a differentiator. It is table stakes. That matters because YouTube does not simply reward the most technically correct video. It rewards the videos people choose to watch—and keep watching. A video that earns the click and holds attention through to the end sends fundamentally different signals to the platform than one that gets found but abandoned after 45 seconds. The gap between those two outcomes is exactly where brands are either winning or leaving growth on the table. **Old model:** Search a question → Watch tutorial → Done Optimized for: relevance only **New opportunity:** Click-worthy packaging + stronger retention + recommendation growth Optimized for: how YouTube actually distributes content ## **Discovery reality: YouTube is bigger than search** A lot of brands still treat YouTube like Google with thumbnails. That is one of the biggest strategic mistakes they can make, and it quietly caps the ceiling on everything they publish. Search still matters. It is still one of the clearest ways to capture intent. But YouTube itself makes clear that traffic can come from multiple surfaces, and the Reach tab is specifically built to help creators understand how viewers find content through impressions, CTR, and traffic sources. Search and discovery guidance also makes clear that YouTube matches viewers to videos they are likely to watch and enjoy, rather than rewarding one format by default. Those surfaces behave differently and reward different qualities in a video: ![](https://www.dacgroup.com/wp-content/uploads/2026/05/image-1.png)*Sources: YouTubeHelp; Search Engine Journal* That changes the game entirely. Search can help a video get found. But recommendation surfaces like Browse, Suggested, and Shorts are what helps video scale. And the rise of Shorts only reinforces that reality. YouTube discovery is no longer built around one behavior or one format. Brands that plan only for search are building a single-lane strategy on a multi-lane platform, especially as [video is becoming a starting point for discovery](https://www.dacgroup.com/insights/blog/paid-media/the-media-forward-series-video-is-the-new-search/). ## **Retention reality: Retention is not a nice-to-have. It’s the signal.** If you want the clearest proof that YouTube is a retention-driven platform, look at what the platform chose to build directly into YouTube Studio. YouTube’s **Key Moments for Audience Retention** report exists specifically to show which moments in a video held attention and where viewers dropped off. YouTube says this report is designed to show what is working and where content is losing viewers. Its engagement guidance also points to creators to retention as a core way to understand performance. That should tell brands everything they need to know. YouTube is not just asking, “Did someone click?” It is also asking, “Did they stay?” and “Was this satisfying enough to keep recommending?” These are qualitatively different questions than the ones that drove most YouTube strategies five years ago. Pacing, structure, payoff, and storytelling are not production niceties. They are the variables that influence the signals YouTube can actually measure and act on. The practical takeaway is simple: **if your retention improves, your distribution options improve.** That is the direct bridge between educational content quality and platform growth. Invest in holding attention, and the algorithm works with you instead of against you. A simple way to think about it is: **Hook → Pattern Break → Payoff** If a video opens with a strong hook, introduces movement or surprise, and delivers clear payoff moments, viewers have more reasons to keep moving forward. ## The opportunity: Why edu-tainment is winning right now Edu-tainment works because it delivers two things at once: - **Value** — “This is useful.” - **Enjoyment** — “This is engaging enough to keep watching.” That second part is where a lot of brand content falls short, not because brands lack expertise, but because content is often packaged for the library shelf rather than for someone choosing what to watch next. The strongest YouTube content today still teaches. It still informs. It still solves real problems. But it does it through better packaging: stronger hooks, more curiosity, cleaner pacing, sharper examples, more tension, and more payoff. The content is still fundamentally educational — it has just been built to keep people moving forward instead of giving them a reason to click away. This is why the most effective formats right now look less like lectures and more like stories with a clear point. They feel easier to watch, and content that feels easier to watch tends to travel farther across Browse, Suggested, and Shorts. These formats are not fluff. They are educational approaches with more built-in momentum. Higher-opportunity edu-tainment formats ![](https://www.dacgroup.com/wp-content/uploads/2026/05/image-2.png)## **The framework: A repeatable system for finding winning lanes** This is the part most teams skip. They jump straight to ideation instead of building a process for deciding which topics and formats are actually worth producing. A content brainstorm without a system behind it produces one-off wins and inconsistent results. A system produces a library that compounds over time. The framework below is built around one critical insight: on YouTube, **format often explains performance better than topic alone**. Most brands over-organize their content by subject matter and under-analyze the structural patterns that made their best videos work. That is why a strong [content strategy](https://www.dacgroup.com/services/strategy/content-strategy/) should look beyond topics alone and analyze formats, retention patterns, demand, and distribution potential. The goal of this system is to close that gap so every new video is built on evidence, not intuition. ### **1. Export your content library** Pull titles, recency, views, format type, and length for your own channel and three to five relevant competitors. ### **2. Tag videos by format** Use buckets like: - How-to - Explainer - Myth-bust - Mistakes - Comparison - Teardown / Reaction - Expert commentary Format often explains performance better than topic. ### **3. Identify format winners** Compare performance against each channel’s own baseline, not just raw views. Look at: - CTR - retention patterns - traffic mix - relative performance versus channel norms ### **4. Validate demand** Confirm real search demand exists and that your phrasing matches how people actually talk about the topic. This matters across Canada, the U.S., and Europe. The method stays the same, but the wording and demand should still be checked by market. ### **5. Prioritize with an Opportunity Score** Use a simple scoring model: **Opportunity Score = Demand × Weak Competition × Format Fit × Shorts Potential** This is not meant to be complicated. It is just a practical way to filter what is actually worth building. ### **6. Build pillar videos first** Make one strong long-form asset the center of the strategy. Everything else extends from this anchor. That means: - a clear opening hook - useful chapters - visible payoff moments - a structure designed for retention, not just completeness ### **7. Cut Shorts from peak moments** Use the strongest reveals, reactions, and takeaways from the pillar video to create short-form extensions that feed discovery. This aligns with YouTube’s own guidance on transitioning long-form content into Shorts by identifying key moments, extracting strong hooks, and using Shorts to extend reach. Action plan: What to do next week If you want to apply this without overcomplicating it, start with a focused audit rather than a full strategy overhaul. The goal is not to rebuild everything at once. It is to find one or two format-driven opportunities quickly and use them to demonstrate what retention-led content can actually do for your channel’s distribution. These seven actions are designed to be completed in roughly five to seven working days by a small team. ![](https://www.dacgroup.com/wp-content/uploads/2026/05/image-3.png)### **What this gives you** This gives you a real system, not just a one-off content brainstorm. Within 30 days, you will have: - baseline data on retention curves - a better view of traffic source mix - your first two pillar videos - a small Shorts library to test against current benchmarks The 30-day tracking window is not arbitrary. It is long enough for newly published videos to accumulate meaningful retention data and show early Browse and Suggested signals, but short enough to give you a fast feedback loop before committing to a full quarterly strategy. The goal is not perfection on the first try. The goal is a system that gets smarter with every video you publish. ## **The shift is already happening** The biggest YouTube opportunity for brands right now is not simply making more educational content. It is making educational content that actually earns attention. The brands that understand this early will build libraries that are not just searchable, but watchable, recommendable, and far easier to scale. The platform has evolved. Discovery is no longer a single lane. Retention is no longer a soft metric. Format is no longer an afterthought. And the brands that treat YouTube like a pure search play are leaving a significant share of their potential audience — and their potential reach — on the table every single week they publish. The shift from plain how-to to edu-tainment is not about making content flashier or less substantive. It is about making content that respects the audience’s attention and is intentionally built to keep people moving forward. The information is still there. The expertise is still real. But the packaging earns the watch, the watch earns the recommendation, and the recommendation is what compounds a YouTube library into a genuine brand asset. ## **The four-part takeaway** **Be searchable** Answer real questions with real demand. Search is the foundation, not the ceiling. **Be watchable** Build for retention from the first frame. Hook, tension, payoff — every time. **Be recommendable** Earn Browse and Suggested distribution by making content worth watching twice. **Be scalable** Build a system, not just a schedule. Pillar videos plus Shorts create a compounding library. **Simple workflow** **Audit → Classify formats → Gap analysis → Opportunity Score → Pillar video → Shorts → Measure** In a crowded YouTube landscape, that kind of clarity matters because winning is no longer just about answering the question well. It is about answering it in a way people want to keep watching. --- https://www.dacgroup.com/insights/blog/paid-media/agentic-ai-is-coming-for-search-paid-media-is-next.md --- title: "Agentic AI is coming for search. Paid media is next." date: 2026-04-15 author: "Jenna Watson" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/04/Agentic-AI-Impact-on-Search-and-Media-875x438-Blog1.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/agentic-ai-is-coming-for-search-paid-media-is-next.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/lia-agentique-sattaque-a-la-recherche-les-medias-payants-seront-les-prochains.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/agentic-ai-erobert-die-suche-als-naechstes-ist-paid-media-an-der-reihe.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/agentic-ai-is-coming-for-search-paid-media-is-next.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/lia-agentique-sattaque-a-la-recherche-les-medias-payants-seront-les-prochains.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/ia-agentiva-transforma-search-paid-media.md" --- # Agentic AI is coming for search. Paid media is next. There’s something happening in search that feels familiar. Like the early days of mobile, or when social platforms became discovery engines, we’re watching a shift in how people find and interact with brands. But this time, the disruption runs deeper. It’s not just where people search that’s changing, but whether they search at all. Agentic AI represents the next phase of AI-driven discovery. It builds on AI Overviews and LLM-powered search experiences but goes further by collapsing the distance between intent and action. While much of the industry is focused on what this means for SEO, paid media is facing an equally significant transformation. This post explores what happens when the user journey compresses, what it means for paid media performance, and how marketers should adapt. **Key takeaways** - Agentic AI is collapsing the user journey by moving from decision support to action. - Paid media will shift from driving clicks to influencing outcomes before and during AI decisions. - Ad inventory will consolidate into high-attention platforms and AI-native environments. - Measurement will become less transparent, requiring a shift beyond ROAS to value-based KPIs. - First-party data, content, and product feeds will determine visibility and selection in AI systems. **What does a collapsed user journey actually look like?** For decades, search followed a predictable pattern: *Human searches → Human clicks → Arrives at website → Human converts* Today, that journey is already evolving into a hybrid model: *Human has an intent → AI helps clarify that intent → AI helps inform a decision → Human clicks → Arrives at website → Human converts* What comes next removes the click entirely: *Human has an intent → AI helps clarify that intent → AI helps inform a decision → AI completes the action (no click required)* Agentic AI doesn’t just assist. It acts. That means booking, buying, and completing tasks without ever sending users to a brand’s website. For brands investing in [SEO](https://www.dacgroup.com/services/search-optimization/) and [content strategy](https://www.dacgroup.com/services/content-strategy/), this has already shifted the goal from ranking to being selected. For paid media, it challenges the mechanics of how we drive performance in the first place. **Will paid media disappear or evolve?** Paid media isn’t going away, but it will look very different. The current model depends on a fragmented, multi-touch journey. Ads intercept attention across platforms and moments. As AI compresses that journey, there are fewer opportunities to interrupt. Instead, paid media will concentrate in two key moments: - *Before intent exists*, where brands shape awareness and preference - *Inside the decision itself*, where AI systems determine outcomes This is why DAC’s [media planning and buying approach](https://www.dacgroup.com/services/paid-media/) increasingly integrates AI testing and optimization into every stage of the funnel. **How will ad inventory change in an AI-first landscape?** Ad inventory won’t disappear, but it will consolidate. As browsing declines, so do impressions and clicks. Lower-intent placements will struggle to deliver value, while high-attention environments become more competitive. We expect three major shifts: - *Premium platforms gain share:* Logged-in ecosystems like Meta, TikTok, and YouTube offer deterministic data - *AI interfaces become inventory*: Conversational environments introduce sponsored recommendations - *Pricing models evolve*: Metrics like CPC may shift toward cost per action or AI-driven conversion For marketers, this reinforces the importance of diversified investment across channels, something we address in our paid media services and cross-channel strategy work. **Why will measurement become more complex?** Measurement doesn’t disappear, but it becomes harder to interpret. When AI intermediates the journey, influence happens in environments that brands can’t fully track. That creates attribution gaps. The issue isn’t declining performance. AI will likely improve efficiency by delivering more qualified users. The challenge is understanding what drove those outcomes. Marketers will need to rebalance KPIs, focusing more on: - Conversion rate and outcome quality - Customer lifetime value - Incrementality and testing frameworks This is where our [analytics and measurement solutions](https://www.dacgroup.com/services/analytics/) help unify fragmented signals into clearer performance insights. **What replaces traditional retargeting?** Retargeting depends on visibility. If AI completes the journey without a site visit, that visibility disappears. As a result, identity-based strategies take priority. Logged-in environments, CRM data, and deterministic signals become more valuable. Retail media, first-party audiences, and authenticated ecosystems offer continuity where cookies cannot. This aligns closely with DAC’s approach to first-party data strategy and audience development, where brands build durable, privacy-forward targeting capabilities. **Where does awareness fit in an AI-driven journey?** Awareness becomes more important, not less. If AI is making decisions, it relies on signals like brand recognition, sentiment, and trust. That means influencing preference earlier is critical. Rather than shifting heavily back to offline, we expect investment to move toward: - Connected TV and premium video - Direct publisher partnerships - Cultural and contextual placements These high-attention environments build the brand signals that AI systems later use in decision-making. Without them, brands risk being evaluated purely on price and availability. **How do influencers, UGC, and video shape AI outcomes?** These formats now serve two roles: They influence human audiences and train AI systems. LLMs ingest reviews, comments, and transcripts to understand how products are described. That language directly impacts recommendations. For brands investing in content strategy and digital experience, this creates a new opportunity. Content is no longer just about engagement—it’s about shaping how AI understands your brand. **Why product data becomes your most important asset** In an agentic environment, AI doesn’t browse websites. It reads structured data. For retailers, this makes product feeds and technical infrastructure mission critical. Key priorities include: - Real-time pricing and availability - Detailed product attributes - Strong review signals - Structured, machine-readable formats This is where DAC’s feed management and ecommerce optimization capabilities help ensure your products are not just visible, but competitive in AI-driven environments. **What happens to paid search in AI?** Paid search doesn’t disappear—it moves. AI interfaces will introduce ads directly into decision-making environments. These may take the form of sponsored recommendations, paid inclusions, or auction-based placements. The shift isn’t from paid to organic. It’s from ads around content to ads inside the decision. That’s why DAC continues to evolve its search marketing strategies to account for AI-native placements and emerging formats. **What marketers should do now** The shift to agentic AI is already underway. The brands that adapt early will be better positioned to influence both human and AI-driven decisions. To stay competitive, marketers should focus on three priorities: *1. Invest in influence before intent* Build brand recognition in high-attention environments. Strong brand signals increase the likelihood of being selected by AI systems. *2. Strengthen data and identity foundations* Prioritize first-party data and CRM integration. These assets will replace declining third-party signals and enable more precise activation. *3. Optimize for AI visibility, not just clicks* Ensure content, product data, and messaging are structured for AI interpretation. That’s why DAC’s media playbook continues to evolve, integrating paid media, SEO, content, and data into a unified strategy built for AI-driven discovery. Agentic AI doesn’t eliminate paid media. It redefines it. The focus shifts from buying attention to influencing outcomes. And in a world where decisions happen faster and with fewer touchpoints, being chosen is what matters most. --- https://www.dacgroup.com/insights/blog/paid-media/how-the-fifa-world-cup-can-help-brands-make-meaningful-connections.md --- title: "How the FIFA World Cup can help brands make meaningful connections" date: 2026-04-02 author: "Victoria Khinevich" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/04/2026-FIFA-World-Cup-875x438-Blog1.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/how-the-fifa-world-cup-can-help-brands-make-meaningful-connections.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/comment-la-coupe-du-monde-de-la-fifa-peut-aider-les-marques-a-creer-des-liens-significatifs.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/fifa-weltmeisterschaft-hilft-marken-sinnvolle-kontakte-zu-knuepfen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/how-the-fifa-world-cup-can-help-brands-make-meaningful-connections.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/comment-la-coupe-du-monde-de-la-fifa-peut-aider-les-marques-a-creer-des-liens-significatifs.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/mundial-fifa-2026-oportunidades-marketing-espana.md" --- # How the FIFA World Cup can help brands make meaningful connections In June, the 2026 FIFA World Cup is set to begin in North America, with Canada, Mexico, and the US co-hosting the world’s most-watched sporting event. The buzz will attract spectators—locally and around the world—who are not experts or avid watchers of the sport during the regular season; they just join the bandwagon for entertainment and fun. This surge of interest and attention, paired with a strong emotional appeal, will once again create valuable opportunities for brands to reach new customers, even if their target audiences aren’t full-time soccer fans. Although the higher costs of broadcast time and official slots taken by FIFA sponsors may seem to be prohibitive factors, brands should still seek to capitalize on the beautiful game’s global showpiece. ## What advertising opportunities will the World Cup create? Among the many out-of-home channels that gain momentum during major sporting events, transit advertising is one of the most effective ways to reach audiences—particularly in host cities. That’s why Toronto’s TTC is actively exploring ways to unlock incremental revenue by introducing additional advertising formats ahead of the 2026 FIFA World Cup, with a potential rollout as early as June 2026. The timing is intentional, allowing the transit system to capitalize on increased ridership and heightened advertiser demand expected during the tournament period. One of the key proposals is the [introduction of in-tunnel motion advertising](https://mediaincanada.com/2025/12/05/ttc-proposes-in-tunnel-motion-ads/) in partnership with Adtrackmedia. This proposal has already received Board approval, marking a significant milestone in the process. The final step is approval from the TTC General Counsel. Once cleared, commuters can expect to see a new, highly engaging motion-based format added to the transit environment. The agreement spans 15 years, signaling a long-term commitment and ensuring that this format will become a sustained part of TTC’s advertising ecosystem. Notably, Adtrackmedia’s entry introduces a new player into a space historically dominated by Pattison, reshaping the competitive landscape. ![](https://www.dacgroup.com/wp-content/uploads/2026/04/image.png)*Image Source:* [*Translink.ca*](https://www.translink.ca/news/2022/april/full-motion%20videos%20launch%20inside%20skytrain%20tunnel) Independent analysis suggests that [TTC ridership could increase by 5–12% during the 2026 FIFA World Cup games in Toronto](https://github.com/vibhavohra12/fifa-2026-toronto-impact-analysis). While TTC has not yet released its own official projections, [the inclusion of provisions for additional service](https://www.ttc.ca/news/2026/January/TTC-recommended-2026-budget-adds-service-while-addressing-affordability) in the 2026 budget indicates that higher passenger volumes are anticipated. As a result, it is reasonable to expect a meaningful increase in the number of people exposed to out-of-home advertising across TTC properties, including the newly introduced in-tunnel motion format. For brands looking to capitalize on the momentum surrounding major sporting events, these kinds of transit innovations create new opportunities to capture audience attention in high-traffic environments. ## What this means for advertisers - **Capturing attention:** The dynamic video format, combined with high-impact placement inside TTC tunnels, transforms an otherwise routine commute into an engaging brand moment. With limited distractions in tunnel environments and a captive commuter audience, brands have a rare opportunity to command deeper attention and drive stronger message recall. - **Novelty effect:** As a new and unexpected transit execution, this format delivers a powerful “wow” factor. Early adopters can fully leverage the buzz surrounding the launch, positioning themselves as innovative and forward-thinking while benefiting from heightened curiosity and organic word-of-mouth. - **Higher visibility:** With the rollout aligned to the World Cup, advertisers can capitalize on surges in ridership and increased foot traffic driven by game attendance and related events. Beyond the tournament, continued return-to-office trends are expected to sustain and grow TTC usage, extending the long-term visibility opportunity. - **Multiple vendor buys:** As TTC looks to diversify non-fare revenue streams and introduce additional media partners, Pattison’s long-standing monopoly will shift. Advertisers aiming for a dominant transit presence across Toronto will likely need to coordinate with multiple vendors, adding layers of negotiation, planning, and operational complexity—particularly for in-house teams managing buys directly. - **Cross-border visibility during the tournament:** International brands can benefit from exposure to a global audience during FIFA 2026, delivering an immersive transit experience that may not exist in consumers’ home markets. This added novelty can strengthen brand memorability and keep the brand top of mind as visitors share their travel experiences across social and digital channels. ## Connecting with fans across the full customer journey With the FIFA World Cup arriving in Toronto, the impact will extend beyond transit ridership. In addition to an expected uplift on the TTC, the city is projecting a [10–15% increase in road traffic during the tournament period](https://www.toronto.ca/legdocs/mmis/2025/ia/bgrd/backgroundfile-261068.pdf). This means overall consumer movement across Toronto, whether by transit, car, or on foot, is set to rise significantly. As mobility increases across the city, media channels that intersect with consumers in real-world environments—such as out-of-home (OOH), audio, and experiential—will play an outsized role in driving brand visibility. These formats allow brands to show up in moments that are contextual, timely, and emotionally charged. By combining multiple channels and approaching messaging creatively, brands can develop integrated, omnichannel campaigns around the World Cup. This approach enables multiple touchpoints throughout the fan journey—from commuting to matches, to exploring the city, to celebrating key moments—creating stronger recall, deeper engagement, and a more lasting emotional connection. In turn, these placements can support broader media strategies by extending the reach of social, TV, and online video campaigns, adding incremental frequency, and reinforcing key messages in high-traffic environments. Over time, this sustained exposure can help influence consumer behavior and drive measurable business outcomes. Thinking about how to reach your audience during the 2026 FIFA World Cup and beyond? Tap into DAC’s strategic expertise and [full suite of services](https://www.dacgroup.com/services/) to help your brand make the most of the moment and score with fans. --- https://www.dacgroup.com/insights/blog/paid-media/temu-shein-2026-ad-auction-volatility-media-buyers.md --- title: "Temu and Shein in 2026: How their stop-start spend is reshaping ad auctions (and what media buyers should do) " date: 2026-03-30 author: "Mariana Nasreddine" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/03/Temu-Shein-875x438-Blog1-1.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/temu-shein-2026-ad-auction-volatility-media-buyers.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/temu-shein-2026-volatilite-encheres-publicitaires-acheteurs-media.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/temu-shein-2026-ad-auktion-volatilitaet-mediaeinkaeufer.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/temu-shein-2026-ad-auction-volatility-media-buyers-uk.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/none/temu-shein-2026-volatilite-encheres-publicitaires-acheteurs-media.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/temu-shein-2026-volatilidad-subastas-publicidad-media-buyers.md" --- # Temu and Shein in 2026: How their stop-start spend is reshaping ad auctions (and what media buyers should do)  Performance media in 2026 is becoming harder to read. Across channels, advertisers are seeing sudden cost shifts even when nothing inside their accounts has changed. Much of that volatility is being driven by a small number of outsized spenders, most notably Temu and Shein. Both brands have scaled rapidly through paid acquisition, often becoming dominant buyers across Google and Meta. When they increase spend, costs can rise quickly. When they pull back, pressure can ease just as fast. For media teams, the challenge is not just higher costs—it’s understanding when performance changes are driven by the auction, not the account. So, let’s take a closer look at how that volatility shows up across channels, how to recognize it in-platform, and what media buyers should do to respond with clarity and discipline. **What changed heading into 2026** Temu’s U.S. growth story has been closely tied to paid media. *The Wall Street Journal* reported that [Temu was Meta’s top advertiser by revenue in 2023](https://www.wsj.com/business/media/temus-push-into-america-pays-off-big-time-for-meta-and-google-f2721b32) and among Google’s top five advertisers by spend—an early indication of how quickly one brand’s acquisition strategy can become a market force. Then the underlying economics changed. In spring 2025, multiple outlets reported sharp pullbacks in U.S. ad spend as tariffs and shipping-rule changes put pressure on the unit economics of low-cost cross-border retail. The *Financial Times*, citing Sensor Tower estimates, reported that [Temu cut U.S. ad spending across major platforms and stopped spending on Google Shopping after April 9, 2025](https://www.ft.com/content/9f98dbfc-4643-4a45-a8d3-9f7863601957). *The Verge* also reported that Temu and Shein were raising U.S. prices ahead of tariff changes and the end of de minimis treatment. ![](https://www.dacgroup.com/wp-content/uploads/2026/03/image-2.png)Crucially, this did not look like a permanent exit from performance channels. It suggested a willingness to increase or reduce spend based on economic conditions, creating a recurring pattern of surges, pauses, and re-entry that other advertisers now need to plan around. That interpretation is also consistent with broader reporting that [Temu and Shein reduced U.S. ad spending](https://www.ft.com/content/9f98dbfc-4643-4a45-a8d3-9f7863601957) materially as trade pressure intensified. Europe adds another layer of volatility. In November 2025, the European Commission said EU member states had reached political agreement [to remove the €150 customs duty exemption threshold](https://taxation-customs.ec.europa.eu/news/e-commerce-150-eur-customs-duty-exemption-threshold-be-removed-2026-2025-11-13_en) for e-commerce imports as of 2026. That change, alongside broader customs reform, reinforces the same point: in a market shaped by shifting policy and pressured unit economics, large advertisers can move faster than most brands are built to respond. **How the pressure moves through auctions** Understanding where that pressure shows up is critical, because it doesn’t affect every channel in the same way. *Why Shopping and Commerce intent move first* Commerce intent is concentrated. When an outsized bidder increases coverage and bidding intensity in Shopping, media costs can rise quickly and impression share can shift just as quickly. When that bidder pulls back, auction pressure can ease just as quickly. This is why the stop-start pattern appears so clearly across Google’s commerce channels. In April 2025, Search Engine Land reported, citing Smarter Ecommerce analysis, that [Temu shut off U.S. Google Shopping ads on April 9](https://searchengineland.com/temu-pulls-us-google-shopping-ads-454260) and that its Shopping presence declined rapidly in the days that followed—an illustration of how quickly a single outsized bidder can change commerce-intent auction conditions. That same competitive pressure can extend beyond Shopping. Reuters reporting described [Temu and Shein bidding heavily on competitors’ search keywords during peak retail periods](https://www.reuters.com/business/retail-consumer/black-friday-online-marketing-costs-jump-bidding-war-with-temu-shein-2024-11-27/), contributing to higher CPC pressure on high-demand terms. Their influence does not need to be confined to direct product overlap to affect performance. In practice, it can raise costs across shared intent pools and adjacent categories. *Why paid social relief is often less direct* Social auctions are broader and more blended, with many advertisers, objectives, creatives, and audiences competing simultaneously. Even when a major spender pulls back, CPMs do not always reset cleanly because demand can be replaced quickly, and delivery systems may take time to stabilize after a regime change. The practical effect is that premium campaigns can come under pressure in two ways. Prospecting CPMs may remain elevated longer than expected, and audience mix can skew more value-seeking during periods of heavy discount saturation, making it harder for premium positioning to convert efficiently. In those moments, relying too heavily on broad prospecting can become a fragile strategy. This is one of the most important distinctions for media teams in 2026: Shopping often reflects the shift first and most visibly, while social may absorb that same pressure in a less direct and less proportional way. **How to recognize the signal in-platform** If Temu or Shein are affecting performance, the first step is not to assume something inside the account broke. It is to look for evidence that auction conditions changed before adjusting creative, bids, or structure. In Google Ads, that signal often appears first in Auction Insights. A sudden increase in Temu or Shein visibility, combined with rising CPCs and declining impression share, is often a strong indication that competitive pressure has intensified. If conversion volume and ROAS begin to weaken while conversion rate remains relatively stable, that is another sign that the issue may be auction-driven rather than on-site. Search terms can add useful context as well. If more generic, high-volume queries begin to account for a larger share of clicks, traffic quality may be shifting at the same time costs are rising. In Meta, the pattern is less direct but still visible. If CPMs rise while conversion rate and site behavior remain steady, it is often more useful to interpret that first as a delivery or auction shift than as a creative problem. This is especially important for premium brands, where broad prospecting can become more fragile during periods of heavy discount-led competition. In those moments, a heavier reliance on first-party audiences, warmer segments, and value-based signals often creates more resilience than continuing to push scale through broad cold targeting alone. **What volatility does to performance teams** One of the most costly effects of stop-start competition is false learning. When auction conditions change abruptly, teams often interpret the shift as proof that creative, landing pages, or account structure stopped working. That misread can trigger a wave of unnecessary adjustments—budget changes, rebuilds, target resets, or learning disruption—at exactly the moment platforms need stability. The reporting view can make that problem worse. Monthly averages often smooth over real operating conditions by blending a surge period with a pullback period into a single, seemingly stable number. What looks calm in a monthly summary can feel highly unstable in practice. In a market shaped by abrupt competitive shifts, weekly visibility is the minimum. During more active periods, teams may need daily monitoring to understand whether performance changes are coming from auction pressure or from something they actually control. *Why this is a governance issue, not just a media issue* The most durable response to auction volatility is not simply faster optimization. It is a clearer operating model—one that prevents external shifts from triggering internal overreaction. A useful way to think about that process is simple: detect, diagnose, decide, then deploy. Teams need to recognize regime change early, distinguish auction-driven movement from site or creative issues, decide what should and should not change during that period, and only then act through pre-approved adjustments. The value of this approach is less about speed for its own sake and more about preserving discipline when volatility makes everything feel urgent. A small number of governance decisions can make that discipline much easier to maintain. Agreeing in advance on acceptable variance bands helps teams avoid escalating every short-term swing. Establishing decision rights is equally important: teams should know who is allowed to change budgets, targets, or structures during volatile periods, and what evidence is required before those changes happen. In practice, a weekly competitive review is often enough under normal conditions, with daily checks reserved for major retail moments, policy milestones, or sudden changes in Auction Insights. **How to buy more effectively in a stop-start market** In a stop-start market, the objective is not to eliminate volatility but to build a media operation that can absorb it without losing discipline. That starts with budget and structural flexibility. Teams that can move spend by geography, channel, or category without forcing disruptive rebuilds are better positioned to respond when conditions shift. Monitoring also needs to evolve beyond simple cost tracking. The real goal is to detect when the auction environment has changed so optimization posture can change with it. The same principle applies when pressure eases. Pullbacks should not simply be treated as welcome relief; they should be treated as opportunity windows. Brands that are prepared to increase budgets selectively, loosen constraints where margin and lifetime value allow it, or expand into previously crowded areas can often capture more value from those moments than brands that remain static. When pressure returns, the response should be equally deliberate. That usually means concentrating spend in the most defensible segments, reducing exposure to lower-margin areas that are highly sensitive to CPC inflation, and keeping creative changes measured rather than reactive. Over time, this also reinforces the importance of channel diversification and lifetime value discipline. Brands that rely too heavily on a single auction type, or that optimize only to blended ROAS, are more exposed when competition becomes unstable. **Planning for multiple scenarios** Scenario planning is a rational response to policy-linked economics that can change quickly. A single forecast line assumes a level of stability this market no longer offers. For some brands, the most likely scenario is re-acceleration, where competitive pressure remains elevated and efficiency depends on defending the most resilient segments. For others, the more realistic outcome may be selective buying, where pressure concentrates in specific geographies, product categories, or audience cohorts and requires faster reallocation. Regulatory shock remains the third scenario teams cannot ignore: abrupt pullbacks or geographic rebalancing can create short-lived openings, but only for brands that have flexible budget and clear rules for stepping into them. The value of scenario planning is not just in naming possibilities. It is in defining, ahead of time, what each scenario means for CPM and CAC by channel, where budgets should be protected or expanded, and what signals indicate which environment you are actually in. **What matters most next** The most useful watchlist is not a long list of possible risks, but a focused view of the signals most likely to change the operating environment quickly. Policy and regulatory developments remain central because they can alter the economics behind Temu and Shein’s acquisition strategy with very little notice. At the platform level, the clearest early indicators are usually found in commerce-intent signals such as Auction Insights movement, impression share shifts, and sudden changes in competitive presence. On social, the more telling pattern is often a change in CPMs without a corresponding change in site behavior or conversion stability, especially when delivery constraints begin to appear at the same time. Behavior in market matters as well. Aggressive promotional pushes, broader coverage strategies, or sudden changes in acquisition intensity can all signal that a new surge period may be forming. The goal is not to predict every move in advance. It is to recognize quickly when the environment has changed enough to require a different response. **What teams should do now** The operating challenge in 2026 is a less predictable market, where large competitors can change auction conditions quickly and unevenly. For media teams, that means the response cannot rely on static planning alone. It needs to be faster, more disciplined, and more sensitive to where pressure is actually showing up. *1. The game did not just get more expensive—it got less predictable* Teams should prepare for volatility in advance by setting response thresholds, defining trigger signals, and agreeing on which levers can be used when conditions change quickly. *2. Big players (Temu, Shein) are moving the market* Major shifts in their visibility or competitive overlap should be treated as signals that auction conditions may have changed before account-level fixes are made. Review brand value props and differentiation as part of market and auction signals is critical. *3. The auction moves in pockets (geo + audience), not evenly* Teams that segment performance more closely can often find efficiency by tightening exclusions, expanding negatives, adjusting bids, and shifting spend toward less pressured areas. *4. Most brands are reacting too slowly* Volatility windows require faster signal detection, clearer decision rights, and the ability to move budget or tighten strategy without delay. *5. The biggest risk is misdiagnosing the problem* Before changing creative, landing pages, or structure, teams should confirm whether the shift began in auction or market conditions. *6. Winning in 2026 means operating like a trader, not a planner* The strongest teams will pair scenario-based planning with pre-approved actions so they can defend efficiently and expand deliberately as conditions change. At DAC, we help brands turn volatile auction conditions into a more stable operating system by combining competitive monitoring, disciplined measurement, and agile orchestration across channels. For brands looking to assess whether auction volatility is creating hidden risk or opportunity in their 2026 plans, this is exactly the kind of pressure-testing that matters. --- https://www.dacgroup.com/insights/blog/strategy/from-execution-to-orchestration-generative-ai-marketing-control.md --- title: "From execution to orchestration: How to leverage generative AI without losing control" date: 2026-03-12 author: "Cédric Bellenger" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/03/Execution-to-Orchestration-875x438-Blog1.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/from-execution-to-orchestration-generative-ai-marketing-control.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/ia-generative-sans-perdre-le-controle.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/generative-ki-marketing-kontrolle.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/from-execution-to-orchestration-generative-ai-marketing-control.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/ia-generative-sans-perdre-le-controle.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/ia-generativa-marketing-control.md" --- # From execution to orchestration: How to leverage generative AI without losing control Generative AI has taken hold in marketing at an unusually fast pace. It accelerates analysis, content production, asset creation, ideation, and even certain media optimizations. In many organizations, it is already embedded in daily workflows. But as it moves from being a tool to becoming infrastructure, a more difficult question emerges: How do you scale AI without losing control? AI doesn’t only boost productivity. It introduces variability, opacity, compliance exposure, and systemic risk, especially when deployed across complex, multi-market marketing ecosystems. The challenge is no longer whether to use generative AI. It’s how to harness its speed and scale while preserving governance, performance stability, and accountability. In this article, we explore where AI can undermine control, how that loss of control directly affects performance, and what it means to shift from pure execution to true orchestration—designing systems that are explainable, steerable, and built for sustainable growth. ## **The problems to solve: How AI can undermine control** The risks of generative AI aren’t abstract. They emerge when speed outpaces governance and automation scales without clear guardrails. As AI becomes embedded across content, media, analytics, and decision-making, five control gaps tend to surface. ### 1. Reliability isn’t guaranteed Generative AI is non-deterministic: similar inputs can produce different outputs. It can also hallucinate, oversimplify, or blend accurate and inaccurate information. In marketing, this isn’t theoretical. An approximation can quickly become a published claim, a media recommendation, or incorrect local information at scale. ### 2. Compliance becomes a production constraint When AI-generated outputs move directly into production, compliance can’t remain a final checkpoint. GDPR, copyright, claims substantiation, brand safety, and platform policies must be embedded into the workflow itself. Without governance, AI doesn’t just accelerate work—it accelerates exposure. ### 3. Decision opacity and the difficulty of “explaining” Marketing is already highly automated. AI adds another layer of recommendations, prioritizations, and optimizations that aren’t always traceable. When performance shifts, teams need to answer not only “What should we change?” but “Why was this decision made? And based on what evidence?” Without traceability, auditability suffers. ### 4. Automation multiplies the risk of drift at scale Human error is typically localized. Automated error replicates instantly across campaigns, pages, and markets. As AI gains autonomy—through agents, action chains, and automated publishing—guardrails around thresholds, permissions, approvals, and rollback mechanisms become essential. ### 5 Channel fragmentation makes steering more complex Customer journeys now span paid, organic, local, content, and AI-driven search experiences. Optimizing one silo in isolation can degrade overall performance. Without cross-channel coordination, improvements in one area may create instability elsewhere. ## **The impact on performance: When lack of control becomes expensive** These risks don’t sit adjacent to performance—they reshape it. When AI-driven systems operate without clear governance, the consequences show up directly in efficiency, stability, and business outcomes. ### 1. Loss of consistency and effectiveness If messaging varies across channels, promises diverge, or local information such as hours and services becomes inconsistent, the brand becomes harder to trust. The result is predictable: lower CTR, weaker conversion rates, more friction in the customer journey, and increased pressure on support teams. ### 2. Local over-optimization, global under-optimization AI can improve visible KPIs—such as reducing CPA—while degrading broader business metrics like lead quality, margin, retention, or lifetime value. Without orchestration across CRM, analytics, media, and local signals, teams optimize what they can see, not necessarily what drives enterprise value. ### 3. Greater volatility, slower diagnostics As automation increases, so does systemic complexity. When traffic, conversions, or visibility decline, root causes may span tracking, attribution, competition, inventory, creative, or platform changes. The more interconnected the system, the harder it becomes to isolate issues quickly—and slow diagnosis directly compounds performance loss. ### 4. Reputational and legal risk Errors in claims, moderation, targeting, or compliance don’t remain marketing issues. They can escalate into reputational damage, partner friction, regulatory scrutiny, or legal action. These risks cannot be offset by short-term optimization gains. ## **The response: Moving from execution to orchestration** Once the risks are clear, the question is no longer only how to use AI, but how to deploy it without losing control. This is where the shift from execution to orchestration becomes critical. - **Execution**: Teams produce and optimize. AI accelerates output, but the system still depends heavily on human bandwidth and reactive checks. Performance can be strong but fragile. - **Orchestration**: The system itself is designed for control. Detection, diagnosis, recommendation, validation, action, and impact measurement are structured into governed workflows. Performance becomes more reproducible, explainable, and controllable. ### The 5 principles of “steerable” AI in marketing Orchestration isn’t theoretical. It rests on five practical principles: - **Clear governance:** Define who can generate, publish, edit, or allocate budget—and under what thresholds and escalation rules. - **Traceability:** Log prompts, sources, versions, decisions, and approvals to ensure auditability and learning. - **Systematic quality control:** Apply structured rules, testing frameworks, and scoring mechanisms before activation. - **Human-in-the-loop by risk level:** Low-risk actions may be automated, but brand, budget, and compliance-sensitive decisions require validation. - **Continuous learning loops:** Measure real business impact and feed insights back into the system to prevent drift. ### What an orchestrated workflow looks like Let’s take a simple case of declining conversions: 1. A detection layer flags anomalies in conversions, CPA, ROAS, or qualified traffic. 2. Targeted diagnostics are triggered across paid, SEO, local, tracking, creative, and competitive signals. 3. Recommendations are prioritized based on expected impact and risk. 4. Low-risk adjustments can be automated within predefined guardrails. 5. High-risk changes—major budget shifts, core claims, tracking modifications—require validation. 6. Impact is measured, documented, and reintegrated into the system. Orchestration answers a fundamental business question: where should we invest more, where should we pull back, and why—without destabilizing performance? ## **What DAC brings to AI orchestration** In this context, AI solutions aren’t flashy generation tools. They’re infrastructure: governance frameworks, traceability layers, unified signals, and structured workflows that connect decisions to evidence. That’s how we approach AI at DAC. Not as automation for its own sake, but as a system designed for controlled, scalable performance. This builds naturally on our [Enterprise-to-Local](https://www.dacgroup.com/our-work/our-approach/) model, where brands operate across markets, channels, and locations—and where performance must improve without sacrificing consistency or compliance. Orchestration is what makes that possible. In practice, this means: - [**IRIS**](https://www.dacgroup.com/tech-platforms/iris/), our AI-powered orchestration platform, which structures workflows, synchronizes decision-making, and enables true steering logic, not just reporting. - [**TotalSERP**](https://www.dacgroup.com/tech-platforms/totalserp/), which manages search as a unified ecosystem (paid, organic, local) and coordinates investment in an increasingly fragmented results environment. - **Scaled activation capabilities** across content, local, paid, and creative, all governed by quality control, compliance safeguards, and continuous feedback loops. In a fast-evolving landscape, the competitive advantage no longer lies in generating more but in steering that process more accurately. As a result, the brands that win won’t be those that automate the fastest, but those that build AI systems that are explainable, governed, and accountable. That’s the difference between execution and orchestration. And it’s what you gain when you partner with DAC. Let’s talk. --- https://www.dacgroup.com/insights/blog/strategy/the-most-important-square-foot-in-your-gym-is-digital.md --- title: "The most important square foot in your gym is digital" date: 2026-03-05 author: "Kyle Harris" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/03/FitnessIndustry-875x438-Blog1-1.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: es: "https://www.dacgroup.com/es/descubre/blog/strategy/el-metro-cuadrado-mas-importante-de-tu-gimnasio-es-digital.md" --- # The most important square foot in your gym is digital Across North America, and especially in highly competitive metro markets, fitness growth increasingly happens in one place: the search engine results page (SERP). When someone searches “best gym near me,” “Pilates studio in Austin,” or a specific brand name in Los Angeles, they are not casually exploring. They are evaluating options and preparing to decide—and these high-intent moments unfold in seconds. What shapes the decision is not a single ranking, but the full search results page in which paid ads, Google Maps listings, reviews, organic results, video content, aggregator platforms, knowledge panels, and increasingly AI-generated summaries all appear together. This is where a complete solution like [TotalSERP](https://www.dacgroup.com/tech-platforms/totalserp/) becomes essential to coordinate the management and optimization of every relevant layer of the search results page. It moves beyond channel-based thinking and instead focuses on shaping the search environment as a whole. This is particularly valuable in fitness, where proximity and reputation drive choice—and fragmented visibility leads directly to fragmented growth. So, let’s take a closer look. ### **What a modern fitness SERP actually includes** A high-intent search such as “gym near me in Dallas” or “best Pilates studio Boston” may display: - Paid search ads, both brand and non-brand - The Local Pack and Google Maps listings - Organic location and service pages - Review platforms such as Yelp or ClassPass - A branded knowledge panel - “People Also Ask” boxes - YouTube video carousels - AI Overviews summarizing top options Users scan the page as a whole and form impressions quickly. A gym with strong paid ads but weak reviews appears inconsistent. A brand with high organic rankings but poor imagery in Maps may feel outdated. A studio with compelling video content may stand out even if it ranks lower organically. TotalSERP recognizes that these elements interact, and that performance improves when they reinforce each other. ### **Layer 1: Local Pack and Google Maps** In most north American cities, the Local Pack is the primary comparison interface for fitness brands. Ratings, review counts, photos, amenities, and proximity appear instantly. For many prospects, this is the first layer they evaluate. Photography is critical but often under-managed in this space. When brands rely solely on member-uploaded images, the visuals that surface frequently misrepresent the space. Poor lighting or outdated equipment photos can undermine premium positioning. In contrast, professional, location-specific imagery significantly shapes perception before a prospect ever clicks. Reviews require structured effort. Most satisfied members in major cities like Atlanta or Phoenix will not leave reviews unless asked. Without a steady supply of reviews, ratings often skew toward isolated negative experiences rather than reflecting the overall member base. Review content also provides operational insight. Patterns in comments about cleanliness, equipment maintenance, or staff engagement can help corporate teams benchmark location-level execution. As a result, [customer reviews function as both marketing assets and operational signals](https://www.dacgroup.com/services/location-optimization/reputation-management/). In fast-growing suburban markets such as areas outside Nashville or Denver, “new gym opening near me” searches can spike significantly. Brands that coordinate Maps listings, paid campaigns, and optimized pages ahead of launch are often able to capture disproportionate early demand. The core challenge is consistency. Franchisees may update photos independently, review responses may vary in tone, and categories may be misaligned. Without centralized standards, brand presentation becomes uneven across markets. ### **Layer 2: Paid search** Paid search occupies the most visible positions on the SERP. For fitness brands, this layer protects branded demand and captures new market share. In dense markets like New York, Miami, or Los Angeles, competitor conquesting is common. Without structured brand defense campaigns, high-intent traffic can be diverted at the final decision stage. Non-brand queries such as “best gym in Seattle” or “personal trainer near me” represent growth opportunities, but success depends on local relevance. An offer that performs well in a suburban value-driven market may not resonate in a premium urban neighborhood. Within a TotalSERP framework, [paid messaging must align with what appears elsewhere on the page](https://www.dacgroup.com/services/paid-media/). Ads promising a premium experience must be supported by strong Maps ratings and cohesive organic content. Otherwise, misalignment creates doubt. ### **Layer 3: Organic architecture** Organic search provides depth and validation. Location pages, class descriptions, pricing information, and FAQs help prospects assess fit. Many multi-location fitness brands rely on templated pages across markets. While efficient, templating often fails to reflect neighborhood context. A location in Scottsdale should not feel identical to one in Brooklyn, for example, because demographics, competition, and expectations differ. The challenge is balancing consistency with local specificity. Brand voice and positioning must remain consistent nationwide, yet [local pages should reflect neighborhood characteristics](https://www.dacgroup.com/services/search-optimization/local-seo/), unique amenities, local testimonials, and community partnerships. Structured content also influences enhanced SERP features such as sitelinks, FAQs, and AI-generated summaries. Clear, organized content increases the likelihood that search engines will surface accurate information. ### **Layer 4: Reviews and third-party platforms** Platforms such as Yelp and ClassPass frequently rank on page one for fitness queries across markets. Brands cannot fully control these platforms, yet they inevitably influence perception. A prospect comparing gyms in San Diego may review multiple third-party ratings before visiting an official website. [Monitoring and maintaining consistent information across these ecosystems](https://www.dacgroup.com/services/location-optimization/local-presence-management/) is part of controlling the broader search environment. Ignoring them leaves visible gaps. ### **Layer 5: Video and visual search presence** Fitness is inherently visual. Prospects want to see the training floor, the equipment, and the atmosphere. So, it’s no surprise that YouTube videos often appear in fitness-related search results, particularly for branded queries. Studio tours, trainer introductions, and class previews can occupy additional SERP positions. In competitive markets such as Chicago or Austin, this visual presence can differentiate one brand from another—and, increasingly, short-form video content is being indexed and surfaced in search results, further expanding the visibility landscape. [Brands that invest in visual assets](https://www.dacgroup.com/services/creative/) extend their SERP footprint and reinforce credibility. ### **Layer 6: AI Overviews and emerging search features** AI Overviews are reshaping the top of the search experience in the United States and beyond. For certain queries, AI-generated summaries compile information about top-rated gyms, amenities, pricing, and differentiators. [Brands with structured, accurate, and authoritative content](https://www.dacgroup.com/services/search-optimization/search-engine-optimization/seo-audit/) are more likely to be represented correctly. “People Also Ask” modules surface questions about contracts, cancellation policies, and amenities. Addressing these topics clearly within organic content increases visibility across additional SERP elements. TotalSERP is designed to anticipate these evolving features and structure content and broader strategies accordingly. **Scaling fitness brands through SERP governance** For multi-location and franchise fitness brands, visibility alone isn’t the challenge—consistency is. A brand operating in New York, Dallas, and Phoenix cannot afford to look fragmented in search, yet rigid national messaging inevitably overlooks local nuance. Winning in search requires both: clear national standards around positioning, imagery, reviews, and paid media, plus disciplined local execution that reflects neighborhood context and demand. Without governance, autonomy creates discord. Without flexibility, relevance suffers. Search is no longer just another acquisition channel, but the primary comparison environment where decisions are made. [TotalSERP](https://www.dacgroup.com/tech-platforms/totalserp/) reframes growth as the ability to coordinate paid, local, organic, review, video, and AI-driven elements into one credible presence. For fitness brands competing on proximity, trust, and speed of decision-making, controlling that environment is a huge advantage. At DAC, we help multi-location brands move from channel management to true SERP governance. If you want to understand how your brand shows up across your priority markets—and where gaps may be limiting growth—we’re ready to help. Let’s talk. --- https://www.dacgroup.com/insights/blog/paid-media/chatgpt-ads-what-brands-need-to-know.md --- title: "ChatGPT ads are here: Opportunity, open questions, and what brands should do now " date: 2026-02-10 author: "Felicia DelVecchio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/02/ChatGPT-ads-are-official-875x438-Blog1.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/chatgpt-ads-what-brands-need-to-know.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/publicites-chatgpt-guide-pour-les-marques.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/anzeigen-innerhalb-von-chatgpt-was-marken-wissen-muessen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/chatgpt-ads-what-brands-need-to-know.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/publicites-chatgpt-guide-pour-les-marques.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/chatgpt-ads-lo-que-las-marcas-deben-saber.md" --- # ChatGPT ads are here: Opportunity, open questions, and what brands should do now  We’ve been watching the ChatGPT story unfold for weeks now, but it’s finally official: [ChatGPT ads are here](https://searchengineland.com/openai-starts-testing-chatgpt-ads-468593). While this is still an early rollout, the direction is becoming a little clearer. OpenAI has begun testing ads directly inside ChatGPT with first live examples appearing Tuesday February 10 2026, placing sponsored messages within the flow of conversation and aligning them to what users are actively asking about. ![](https://www.dacgroup.com/wp-content/uploads/2026/02/image-28.png)*Source:* [*OpenAI*](https://openai.com/index/testing-ads-in-chatgpt/) This will not be your average display or search campaign—it’s advertising inside an environment people already trust to help them think, decide, and solve problems. That alone makes this moment both exciting and high stakes. No pressure! **The latest updates as of February 10, 2026** Ads are now live for logged-in adult users in the U.S. on the Free and Go versions of ChatGPT. They appear clearly labeled as sponsored and sit below the AI’s response, not inside the answer itself. OpenAI has been explicit that ads do not influence how ChatGPT responds, although targeting *is* primarily conversation-based, matching ads to what a user is engaging with in real time, supported by limited contextual signals. Another new update confirms that users remain in complete control of this environment, though there are some tradeoffs. Users can turn personalization off, limit ads, dismiss ads with feedback, or clear ad data entirely—but Free users who limit ads may see fewer available messages unless they upgrade to a paid tier. ![](https://www.dacgroup.com/wp-content/uploads/2026/02/image-29.png)*Source:* [*OpenAI*](https://openai.com/index/testing-ads-in-chatgpt/) For advertisers, access is still currently gated. OpenAI does not have an official waitlist and is instead actively reaching out to large brands, but early testing reportedly requires a minimum investment around $200K and $60 CPM. They are focused on a premium rollout to derive learnings rather than scale to ensure success. **Why brands are paying attention and why caution is necessary** The appeal is clear. Conversational AI offers relevance at the exact moment of intent, something marketers have been chasing for years. When done well, ads in this environment have the potential to feel like an addition rather than a disruption. At the same time, hesitation is both expected and healthy. Several factors make this a channel that requires careful consideration: - **High-intent moments, high expectations:** Users come to ChatGPT expecting credible, helpful answers, which raises the bar for brands. Ads must enhance the experience, not interrupt it. - **Trust and brand safety come first:** Credibility is foundational in conversational AI. Any brand presence needs to align with the tone, accuracy, and usefulness users already associate with the platform. - **Limited measurement and optimization:** Early reporting is largely impression-based, without the depth performance teams typically rely on to assess impact or refine investment decisions. - **Premium context, but limited scale:** With high minimum investments and restricted participation, this is a testing ground rather than a channel built for broad experimentation. For now, brands exploring ads in ChatGPT must be comfortable testing in a high-intent, premium environment while accepting that insight, scale, and control will evolve over time. **DAC’s perspective on ChatGPT ads** We see ChatGPT ads as a meaningful signal of where discovery is heading. Conversations are becoming a new entry point to the funnel—as we have seen in the explosion of the LLM space and the everchanging Google landscape—and brands that understand the need to capitalize on this and shift their mindset will be better positioned as this space matures. Moving thoughtfully now matters more than moving quickly. Although brands may be tempted to jump in as quickly as possible, there needs to be a balance of agility and care. As a first mover and early adopter, being smart and strategic is critical. DAC is actively partnered with OpenAI and receives regular updates directly from its teams as a high-interest agency partner. That gives us close insight into how the platform is evolving and what’s coming as access expands. What this means for brands right now For brands considering early testing in conversational AI, now is the time to move from curiosity to planning. Even if large-scale activation isn’t imminent, understanding how advertising functions in environments like ChatGPT will be critical as this channel evolves. That’s why DAC’s [media playbook and planning approach](https://www.dacgroup.com/insights/series/the-media-forward-series/) sees LLM/AI optimization and testing as a critical and necessary part of driving success for our clients in a fast-changing landscape. At DAC, we’re already helping our clients assess readiness, identify the right use cases, and design thoughtful test-and-learn approaches that balance innovation with trust, brand safety, and measurement. If you’re exploring whether ChatGPT ads make sense for your brand, now is the right time to start that conversation. Reach out to us to learn more. --- https://www.dacgroup.com/insights/blog/local-search/what-multi-location-brands-need-to-know-about-local-service-ads.md --- title: "What multi-location brands need to know about Local Service Ads " date: 2026-02-06 author: "Kyle Harris" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/02/What-multi-location-brands-need-to-know-about-local-service-875x438-Blog1.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/what-multi-location-brands-need-to-know-about-local-service-ads.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/annonces-local-services-marques-multi-sites.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/was-marken-mit-mehreren-standorten-ueber-lokale-serviceanzeigen-wissen-muessen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/what-multi-location-brands-need-to-know-about-local-service-ads.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/annonces-local-services-marques-multi-sites.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/que-deben-saber-las-marcas-multilocales-sobre-local-service-ads.md" --- # What multi-location brands need to know about Local Service Ads  Local search has changed dramatically over the past few years. Organic results have been pushed further down the page, AI-powered answers are reshaping how people evaluate options, and users increasingly expect immediate, local solutions when they search. For multi-location service brands, this compression of visibility has made it harder to appear at the exact moment customers are ready to act. Local Service Ads (LSAs) sit at the center of this shift. They promise premium placement, high-intent leads, and built-in trust signals. But while LSAs may look simple on the surface, scaling them effectively across dozens or hundreds of locations introduces real operational and strategic complexity. Understanding how they work—and how they fit into a broader local strategy—is essential before leaning in. **What are Local Service Ads and why do they appear first in search results?** Local Service Ads are Google’s pay-per-lead ad format for service-based businesses. When available, they appear at the very top of the search engine results page—above organic listings and most traditional paid ads—and offer users a direct way to call, message, or book a service. What makes LSAs distinct is their combination of placement and trust. Each eligible advertiser displays Google’s verification badge alongside ratings and reviews, helping users quickly decide who feels credible enough to contact. For high-intent searches like “emergency plumber near me” or “local house cleaner,” this positioning often captures demand before users ever scroll. ![](https://www.dacgroup.com/wp-content/uploads/2026/02/image-13.png)This placement can be incredibly valuable for multi-location brands, but it also means competition is fierce, visibility is limited, and performance depends on more than bidding alone. **How do Local Service Ads work for service businesses?** To run LSAs, businesses must apply and complete [Google’s verification process](https://www.dacgroup.com/insights/blog/local-search/why-googles-video-verification-process-is-a-huge-headache-for-legitimate-businesses/), which can include background checks, license validation, and insurance review. Once approved, advertisers don’t pay per click; they pay per qualified lead, typically a phone call or message initiated through the ad. Google ranks LSAs using a combination of factors, including account performance, responsiveness to leads, review ratings, proximity to the searcher, and budget availability. Unlike [traditional paid search](https://www.dacgroup.com/services/paid-media/), keyword control and creative optimization are limited. Instead, Google optimizes for outcomes it believes indicate trust and usefulness. Leads are delivered through Google’s Local Services dashboard, where businesses can review, respond to, and rate them. This creates a feedback loop that directly influences future visibility, making operational readiness just as important as media strategy. **Why Local Service Ads are becoming more important in local search** LSAs are not a short-term experiment. Their growing prominence is driven by several converging trends. ![](https://www.dacgroup.com/wp-content/uploads/2026/02/image-15.png)First, user behavior continues to shift toward immediate, action-oriented experiences. Searchers increasingly prefer one-tap calls or bookings over browsing multiple websites, especially on mobile. Second, Google has steadily expanded and invested in the LSA product, adding booking features, refining verification requirements, and rolling the format out across more categories and countries. That investment signals long-term commitment. Third, trust signals matter more than ever. The “Google Verified” badge and visible reviews reduce friction for first-time customers, often improving conversion rates compared with standard text ads. Finally, broader platform changes—such as stricter Google Business Profile (GBP) verification and evolving local policies—have made LSAs a more controlled but higher-quality channel for qualified leads. **How Local Service Ads have expanded across categories and locations** LSAs originally focused on home services and skilled trades, but they’ve since expanded into dozens of verticals, including cleaning, pet care, tutoring, and beauty. Geographic availability has also widened beyond the U.S., with self-signup rolling out in waves. This expansion has two implications for multi-location brands. On one hand, more categories and locations mean more opportunities to capture top-of-page visibility. On the other, increased adoption raises the competitive bar. Verification, reviews, responsiveness, and [consistency across locations](https://www.dacgroup.com/services/local-presence-management/) now play a much larger role in determining who wins that limited space. As LSAs mature, success is less about early adoption and more about disciplined execution at scale. **Best practices for Local Service Ads at scale** For single-location businesses, LSAs can sometimes feel “set and forget.” For multi-location brands, that approach rarely works. Scale introduces variability—and small issues can compound quickly. To prevent that, best practices include: - **Complete verification thoroughly.** Ensure licenses, insurance, and documentation are accurate for every eligible location to maintain Google Verified status. - **Use automated bidding strategies.** Google’s recommended bidding helps balance lead volume and cost, especially as demand fluctuates. - **Respond to leads quickly.** Fast response times strongly influence both conversion rates and future visibility. - **Set competitive budgets.** Pay-per-lead models still require sufficient budget to avoid capping impressions during peak demand. - **Expand job types thoughtfully.** Adjacent services can increase volume, but should be monitored closely for lead quality. - **Actively manage reviews and reputation.** Ratings and review velocity directly affect prominence. - **Score and analyze lead quality.** Use the dashboard to identify trends by market and adjust accordingly. At scale, brands also need to watch for breakdowns such as missed calls, uneven response times, or markets that consume budget without delivering value. **Next steps for multi-location brands using Local Service Ads** Local Service Ads can be a powerful driver of high-intent leads, but they work best as part of a broader local growth system. For multi-location brands, success depends on more than verification and budget alone. It requires consistent local readiness, strong [reputation management](https://www.dacgroup.com/services/reputation-management/), fast lead handling, and alignment with SEO and paid search efforts. As Google continues to prioritize trust-based, conversion-focused experiences in local search, LSAs will play an increasingly important role in capturing demand at the moment customers are ready to act. The brands that win will be those that treat LSAs not as a standalone tactic, but as an integrated layer within a coordinated local strategy. If you’re evaluating how LSAs fit into your broader local media and SEO approach, it’s worth assessing readiness, scalability, and long-term impact before pushing spend. Let’s talk. --- https://www.dacgroup.com/insights/blog/paid-media/bridging-brand-and-performance-media.md --- title: "Bridging brand and performance media: Shifting up-funnel for measurable, enduring growth " date: 2026-08-14 published: 2026-02-03 author: "Robert Cooney" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/02/Brdiging-brand-and-performance-media-875x438-Blog1-1.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/bridging-brand-and-performance-media.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/relier-marque-et-medias-de-performance.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/bruecke-zwischen-brand-und-performance-media.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/bridging-brand-and-performance-media.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/relier-marque-et-medias-de-performance.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/bridging-brand-and-performance-media.md" --- # Bridging brand and performance media: Shifting up-funnel for measurable, enduring growth  Over the past decade, marketers have built sophisticated, high-precision performance engines. Search, direct response Social, retail media, and remarketing all promise what every CMO wants: immediate, measurable results. The allure is powerful—easy attribution, clean dashboards, and the comforting illusion that every dollar spent drives incremental sales. But increasingly, performance media behaves like a drug. It delivers quick hits, but the long-term effects can be damaging: rising costs, diminishing returns, and an overreliance on capturing demand rather than creating it. Many brands now find themselves in the same bind. They know they need to invest in brand so they can reach new audiences, shape preferences, and shift future demand, but they’re reluctant to do it without the measurement rigor they’ve built in the lower funnel. They’re judged quarter-by-quarter on their ability to produce boardroom-ready reporting of media impact, and have been conditioned to believe that only the bottom of the funnel can deliver that kind of clarity. The industry’s leading research backs this up. [Binet and Field’s foundational work](https://ipa.co.uk/knowledge/effectiveness-research-analysis/les-binet-peter-field/) demonstrates that, on average, brands need roughly a 60/40 balance between brand-building and activation to maximize long-term growth, though the exact balance varies by category. Yet many brands, especially those operating in competitive local markets, dramatically underinvest in brand because activation feels safer, faster, and easier to justify. The consequence is predictable: a plateau in growth and a shrinking pool of in-market buyers. What marketers need now isn’t more theory; it’s a practical, measurable path to responsibly shifting up-funnel without losing the confidence that performance media has historically provided. This paper outlines exactly how we do that—combining brand strategy, audience insight, omnichannel orchestration, and a unified measurement framework that triangulates truth across multiple methodologies. Armed with this toolkit, we can overcome the current “crisis of brand.” **The Power of a Strong Brand** Marketers intuitively understand that strong brands perform better, but the degree to which brand strength influences performance and how broadly it impacts the full funnel is often underestimated. Numerous studies show that brand preference doesn’t just shape awareness or consideration; it materially improves the efficiency of every performance channel beneath it. A [Nielsen ROI analysis](https://www.nielsen.com/news-center/2022/nielsen-report-finds-underspending-in-50-of-media-plans-jeopardizing-maximum-roi/) found that adding upper-funnel marketing on top of existing mid-low funnel activity increased ROI by up to 70%. When a brand is well known and well understood, more people search for it, paid search auctions get cheaper, conversion rates rise, and retargeting pools grow with higher-quality prospects. In other words, brand is not an alternative to performance—it is a force multiplier for performance. Strong brands also enjoy more pricing power, faster customer acquisition, and greater lifetime value. They lower the cost of persuasion across channels. They create resilience during competitive disruptions, economic swings, or platform volatility. They reduce dependence on unstable attribution models. And, critically for multi-location and Enterprise-to-Local brands, they unlock consistency and efficiency across hundreds or thousands of individual markets. Investing in upper-funnel media is not solely a long-term play. It is a highly measurable driver of short-term and long-term outcomes, if we design the ecosystem correctly. **It Starts with Becoming Audience-Centric** Shifting up-funnel responsibly requires a deeper understanding of who we’re trying to influence and how they move through their decision process. That means becoming audience-centric, not channel-centric. This begins with rigorous audience and landscape understanding, segmenting the market based on behaviors, motivations, values, and unmet needs. Too often, brands lean on broad demographic segments or platform-defined audiences, which obscures the reality of how real people behave across digital and physical environments. Audience centricity also relies on the intelligent use of first-party data. Most multi-location brands possess rich data assets (CRM data, transaction history, loyalty data, POS information) that are underutilized for insight generation, not just targeting. By analyzing these signals, we uncover higher-value customer cohorts, understand their lifetime value distributions, and identify opportunity segments with substantial headroom. From here, we map the full customer journey for each priority segment. The goal isn’t to develop a generic linear funnel, but to understand the specific content, channels, and moments that meaningfully influence behavior. Some segments may require more emotional storytelling early on; others may need problem-framing content or social proof to advance. Finally, KPIs must be aligned to these journey stages. The content and media that drive early-stage shifts should not be held to lower-funnel metrics. Instead, they should be measured with indicators that reflect their role in priming the audience for conversion. Audience-centric planning is simple in principle, complex in execution. But when done well, it ensures we invest in the right people with the right messages at the right moments, and it lays the foundation for full-funnel measurement. ![Map of the Northeastern United States highlighting regions in various colors like green, red, orange, and yellow, indicating different data metrics. Major cities such as Montreal, Albany, Boston, and New York are labeled.](https://www.dacgroup.com/wp-content/uploads/2026/02/image.png)*Audience centricity mapping* **Orchestrating Omnichannel Experiences** Today’s customers fluidly navigate between digital and physical touchpoints. They research online, purchase offline, encounter local messaging, see national branding, and interact across an ever-expanding set of environments. To meet them where they are, we must orchestrate omnichannel media, not run channel-by-channel campaigns. This means moving beyond the old dichotomy of “digital for acquisition, offline for brand.” Instead, we need a connected view of the customer’s total behavior—how they come in the door, how they explore, how they convert, and how they return. Critically, omnichannel planning enables us to understand true acquisition dynamics. For example, a digital prospecting campaign may spark interest, but the final conversion might occur in a physical location. Without integrated measurement, the digital channel gets undervalued; with it, we can quantify the full business impact and optimize accordingly. For multi-location brands, omnichannel maturity is especially important. Individual stores, regions, or franchisees often experience different customer journeys. To harmonize enterprise strategy with local execution, we need a shared measurement backbone that understands both. **A Measurement Framework That Moves Beyond Last Click** If marketers are going to responsibly invest above the performance line, they need measurement systems that make brand investment as credible as lower-funnel activity. There’s no single magic metric that can do this. Instead, we build a **Unified Measurement Framework**—a multi-method approach that cross-validates insights and “triangulates truth” rather than betting on one model alone Marketing Mix Modeling (MMM): The Long-View Foundation MMM gives us the strategic perspective: a privacy-resilient, statistical view of how each channel contributes to outcomes over time. Modern MMMs can incorporate both short-term and long-term effects, capturing the halo of brand investment as well as the contribution of activation channels. This becomes the anchor for long-term budget allocation, scenario planning, and enterprise-level guidance. Flighting Variation to Improve Model Accuracy MMM accuracy improves when media spend has sufficient variation. We intentionally vary flighting to help the model read impact more clearly, ensuring every channel’s contribution is properly captured. Incrementality Testing: Proving What’s Truly Net-New MMM alone isn’t fast enough for optimization. To validate true causal impact, we use incrementality testing, including audience holdouts, geography-based experiments, and platform-level lift studies. These tests answer the essential business question: *What would have happened if we didn’t run the campaign?* Holdout designs provide clean causal reads on net-new outcomes. Geo tests allow us to measure lift at scale without user-level tracking. This approach moves us from correlation to causation and provides the kind of rigor stakeholders trust. Attribution Models: Fast Optimization Signals Attribution—both rules-based and machine-learning—remains useful for real-time directional guidance, even as privacy changes degrade its absolute accuracy. By integrating attribution insights with MMM and incrementality testing, we get both speed and truth. Together, these components create a measurement system strong enough to support serious brand investment while retaining the agility performance teams depend on. ![MMM infographic showing progression from foundational model to prescriptive intelligence, with steps including localization, tuning for reach, incrementality testing, diminishing returns testing, and environmental controls, leading to a robust scenario planner for budget recommendations.](https://www.dacgroup.com/wp-content/uploads/2026/02/image-1.png)*MMM: From foundational model to prescriptive intelligence* **From “ROAS-Only” Thinking to Customer Lifetime Value** The industry’s fixation on ROAS has led many brands to optimize themselves into a corner. ROAS is easy to calculate, easy to report, and deeply misleading. It overvalues existing customers, undervalues net-new growth, and hides the quality of customer cohorts. We replace ROAS-only thinking with a system grounded in: - **Customer Acquisition Cost (CAC)** - **Customer Lifetime Value (LTV)** - **Cohort performance over time** Cohort analysis shows us how different acquisition channels, creatives, and audience strategies contribute to retention, repeat purchase behavior, and revenue expansion. Two campaigns with identical ROAS might produce dramatically different 90-day or 1-year value. When you optimize for LTV instead of short-term revenue, you build a healthier, more profitable customer base. This is especially important for multi-location brands, where customer lifetime value often varies meaningfully across geographies. A location-first LTV view reveals growth pockets and helps allocate media investment more intelligently. **Validating Leading Indicators for Faster Optimization** While LTV is essential, it accumulates slowly. To stay agile, we identify and validate **leading indicators**—fast-moving signals that correlate with long-term business outcomes. These indicators allow us to optimize upper-funnel media in near real-time while maintaining scientific rigor. Examples include: - **Share of search**, which generally serves as a reliable proxy for share of market. - **Website visitation and engagement**, especially return visits and high-intent behaviors. - **Video completion rates**, which signal the audience finds content meaningful and often correlate with downstream conversion lift. - **Brand recall and consideration metrics** from survey-based providers such as YouGov, Morning Consult, Dynata, or Harris Poll. The key isn’t selecting these metrics—it’s validating that they truly correlate with the business outcomes you care about most. Once validated, they become invaluable tools for fast iteration without sacrificing long-term accountability. **Running Everything as a Test: Building a Culture of Experimentation** The strongest marketing organizations treat testing not as a project, but as a culture. DAC operationalizes this by embedding a lead analyst on every media account—a structural decision that ensures data science and media planning operate as a single team, not separate functions. This creates an “always-on feedback loop” where planners and analysts design tests, execute them, interpret results, and feed insights back into strategy continuously. Tests become the fuel for learning agendas. Every quarter, we outline the key uncertainties that must be resolved to unlock growth: Which audiences drive the highest LTV? Which creative variants move consideration? Which markets have the most efficient path-to-purchase? Each question becomes a structured experiment. The output is a compounding body of knowledge that improves your marketing system over time. This continuous experimentation not only improves performance; it builds organizational confidence, especially where brand investment is concerned, because every initiative is designed with measurement rigor from day one. **Transparent Dashboards for Enterprise and Local Stakeholders** For brands with complex internal structures, transparency is as important as accuracy. Clear, role-specific dashboards bring every stakeholder along—from the CFO to regional field teams. When everyone sees the same truth, in formats tailored to their needs, a unified culture of optimization emerges. These dashboards connect brand and performance metrics, attribution signals, incrementality reads, MMM insights, and leading indicators into a cohesive picture. They ensure the organization can finally answer the boardroom’s most persistent questions: *What’s working? What’s not? What’s incremental? Where should we invest next?* **The Evolution Toward Predictive Scenario Planning** As data accumulates and MMM models mature, we evolve from measurement to prediction. Scenario planning allows us to forecast the likely outcomes of different investment strategies: What happens if we shift 10% of search budget into video? What if we increase investment in our highest-LTV audience segment? What if we expand brand spend in priority markets? These tools elevate marketing to a strategic lever for the whole business. They support CFO-level budgeting, empower CMOs to defend brand investment, and provide executives with confidence in decision-making. **Conclusion: Building a Marketing System That Compounds Over Time** Responsibly shifting up-funnel isn’t about abandoning performance. It’s about designing a marketing system that uses brand to supercharge performance, and uses measurement to make that investment credible and scalable. When we put all the pieces together, we create: - **Confidence to invest in long-term brand growth** - **Proof of incremental value grounded in experiments and MMM** - **Clear, CFO-ready answers to tough financial questions** - **A healthier customer base with higher lifetime value** - **Less dependency on unstable attribution and platform-reported metrics** - **A marketing system that compounds knowledge, capability, and results over time** This is exactly how DAC is powering leading consumer brands with Enterprise-to-Local marketing. Together, we’ll take your brand forward with a framework built for growth, engineered for truth, and designed to deliver results you can take to the boardroom. --- https://www.dacgroup.com/insights/blog/search-optimization/universal-commerce-protocol-ai-commerce.md --- title: "Universal Commerce Protocol (UCP): Why your brand needs to speak “AI” fluently " date: 2026-01-15 author: "Alex Hernandez" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/01/Universal-Commerce-Protocol-875x438-Blog1.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/universal-commerce-protocol-ai-commerce.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/universal-commerce-protocol-ia-commerce.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/universal-commerce-protocol-ucp-warum-ihre-marke-ki-fliessend-sprechen-muss.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/universal-commerce-protocol-ai-commerce.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/universal-commerce-protocol-ia-commerce.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/universal-commerce-protocol-comercio-ia.md" --- # Universal Commerce Protocol (UCP): Why your brand needs to speak “AI” fluently  We are moving past the era in which AI only recommends products. From this point on, we’re living in a world in which AI *can actually buy products for you*. Enter the [Universal Commerce Protocol (UCP)](https://ucp.dev/), a new open standard designed to solve the biggest headache in automated shopping: interoperability. Rather than building custom code for every single storefront, UCP creates a unified way for AI agents, payment services, and retailers to communicate. Backed by heavy hitters like Google, Shopify, Walmart, Stripe, and Mastercard, this protocol allows an AI assistant to handle everything from discovery to checkout without needing to learn a new system for every merchant it visits. It layers over existing infrastructure, meaning brands don’t have to rip out and replace their current tech; they simply need to ensure it communicates effectively. ![Alt text: Three mobile screens showing a Monos suitcase purchase process. The first screen is the order review with payment options; the second is creating a Monos account with Google; the third is the order confirmation summary with delivery details.](https://www.dacgroup.com/wp-content/uploads/2026/01/image-23.png)How do I get started with UCP? First, get your house in order before touching any code because your foundation needs to be solid. This means ensuring your [Merchant Center](https://developers.google.com/merchant/ucp/guides/merchant-center) account is fully configured, specifically your shipping settings, return policies, and product feeds. If users can’t discover or understand your product terms, the AI can’t buy them. Once that is ready, you will need to [join the waitlist](https://support.google.com/merchants/contact/ucp_integration_interest) and get explicit approval from Google to go live on their AI surfaces. At its core, UCP is about predictability. It gives AI agents and merchants a standard playbook for the entire shopping journey: discovery, inventory checks, cart management, and checkout. Here is how that interaction looks in practice: 1\. The menu (merchant capability publication) First, the merchant puts their cards on the table. They publish a capability profile that effectively says, “Here is what I can do.” This lists their ability to handle product search, pricing, fulfillment rules, and payment methods. It’s a green light telling AI agents exactly which actions are available. 2\. The handshake (agent discovery and negotiation) Before trying to buy anything, the AI assistant reads that profile. It compares the store’s rules with its own capabilities and negotiates a path forward. They might agree on a specific payment wallet or determine which parts of the checkout the agent will handle versus what the store needs to process. 3\. The heavy lifting (action execution) Once they agree, the AI gets to work. It searches for the product, verifies it’s in stock, applies a discount code, and builds the cart. If the AI hits a wall, like missing information, UCP provides a structured way to pause and ask the human user for help before resuming. 4\. The tap on the shoulder (handling human input) AI can’t decide everything. Sometimes you need to pick a delivery slot or confirm the shipping address. UCP allows the system to escalate these specific choices back to the customer. Once the human answers, the AI takes the baton back and finishes the workflow. 5\. Secure closing (payments and security) Finally, the transaction needs to clear. UCP manages a secure negotiation to decide which wallet or payment method to use. Crucially, payments are tokenized and backed by verified consent, ensuring that while the AI is facilitating the sale, the security is as robust as a traditional bank transaction. Why does UCP matter for SEO? For marketers, UCP signals a massive shift. Search is evolving from a place where people click links to a transaction layer where AI completes the task for them. - **Click-throughs are becoming “buy-throughs”:** The goal is no longer just getting a user to your website—it’s about making your product discoverable and actionable inside an AI interface. - **Data structure is your new storefront:** If an AI agent can’t read your pricing, inventory, or shipping data because it’s unstructured, you are invisible. Brands with [clean, machine-readable data](https://www.dacgroup.com/services/search-optimization/search-engine-optimization/seo-content/) will be the ones surfaced by AI for high-intent queries. - **Optimization for intent and personalization:** It is no longer just about ranking for keywords; it is about [answering complex, personal needs](https://www.dacgroup.com/services/strategy/strategic-audience-market-insight/). A user might ask, “Best running shoes for flat feet under $150 that can arrive by Friday.” To win that sale, your commerce feed must be rich enough to handle this level of personalization, instantly matching inventory not just to “shoes,” but to that user’s unique constraints on price, suitability (e.g., specific arch support), and real-time fulfillment speed. - **The new SEO checklist:** SEO teams can no longer stop at keywords and backlinks. The new mandate is [technical readiness](https://www.dacgroup.com/services/search-optimization/search-engine-optimization/seo-audit/): real-time inventory status, clear product attributes, and queryable commerce capabilities. The bottom line UCP isn’t just a technical spec; it’s the foundation for the next generation of ecommerce. It allows AI to act as a true concierge, smoothing out the friction between “I want this” and “order confirmed”. For brands, the message is clear: visibility is shifting. It’s not just about ranking pages anymore but making your data accessible enough that an AI agent can buy your product before the customer even visits your site. If you want to ensure your brand is ready for this shift, reach out to DAC. We’re already helping clients lay the foundations for a seamless transition into the UCP era. --- https://www.dacgroup.com/insights/blog/search-optimization/seo-success-looks-different-now.md --- title: "SEO success looks different now " date: 2026-01-15 published: 2026-01-12 author: "Jenna Watson" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/01/AI-in-SEO-875x438-Blog1.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/seo-success-looks-different-now.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/seo-la-reussite-prend-desormais-une-autre-forme.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/seo-erfolg-sieht-jetzt-anders-aus.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/seo-success-looks-different-now.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/seo-la-reussite-prend-desormais-une-autre-forme.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/el-exito-en-seo-ya-no-es-lo-que-era.md" --- # SEO success looks different now  Search is undergoing its most significant transformation in decades. Artificial intelligence, particularly large language models (LLMs) and AI-powered search experiences like Google’s AI Overviews, is changing how people discover information, evaluate options, and make decisions. For brands, this shift creates uncertainty. Traditional SEO metrics such as rankings, clicks, and organic traffic are becoming less reliable indicators of success. At the same time, many of the foundational principles of SEO still matter deeply. That’s why we’re here to bridge that gap and help marketing leaders understand: - What has fundamentally changed in search - What remains critical and should not be abandoned - How to adapt SEO into a modern visibility strategy that works in an AI-driven environment Rather than focusing on theory, this guide provides a practical, step-by-step framework that brands can use to move forward with confidence. Let’s get started. **Understanding the new search journey** For most of its history, online search has followed a predictable pattern: 1. A user entered a keyword or query 2. They reviewed a list of results 3. They clicked through to a website 4. They refined their search if needed In an AI-driven environment, [this journey looks very different](https://developers.google.com/search/docs/appearance/ai-features). AI systems are now guiding users through the exploration process. Instead of repeatedly searching and clicking, users are increasingly engaging in ongoing conversations. The AI asks clarifying questions, compares options, and synthesizes information on the user’s behalf. This introduces a new and critical phase in the journey: AI-guided clarification. Many decisions are now influenced, or even made, before a website visit occurs. In some cases, the visit never happens at all. ![Alt text: Two pie charts comparing zero-click search rates and click-through rates in the EU and US from January to May 2024. The EU has 59.7% zero-click searches and 40.3% searches with a click. The US has 58.9% zero-click searches and 41.1% searches with a click. Data by Datos, analysis by SparkToro.](https://www.dacgroup.com/wp-content/uploads/2026/01/image-20.png) *Zero-click searches data, Europe vs United States* **What does this mean for brands? - Visibility increasingly happens inside the answer, not just on the website. - Influence can occur even without a click. - SEO success is no longer defined solely by traffic volume. In other words, SEO isn’t suddenly less important—but it does need to evolve. **What still matters: The unchanging fundamentals** Despite dramatic changes in interfaces and user behavior, the [core foundations of SEO](https://www.dacgroup.com/services/search-engine-optimization/) remain essential. AI systems still rely on signals that indicate: - Experience and expertise - Authority and trust - Technical accessibility and clarity - Content relevance and usefulness In fact, AI often amplifies the importance of these fundamentals. When AI summarizes information or recommends brands, it draws from sources it perceives as reliable, consistent, and well-structured. **Key SEO basics that still apply** - Strong technical foundations (crawlability, structured data, performance) - Clear information architecture - Content that genuinely satisfies user intent - Demonstrable expertise and credibility - Consistency across owned and earned digital properties AI does not replace these requirements, but instead rewards brands that execute them well. **The 6-step framework for AI-ready SEO** This framework translates the realities of AI-driven search into a practical roadmap brands can follow. It focuses on building the structural clarity, trust signals, and content foundations AI systems rely on—the goal being to drive visibility as search continues to evolve, not just today. **Step 1: Conduct an AI readiness audit** An AI readiness audit expands the traditional SEO audit to reflect how modern search systems interpret information. Rather than focusing only on technical health, this audit evaluates how effectively AI systems can understand, trust, and surface your brand. ***Core audit dimensions*** - **Accessibility:** Is your content easy for search engines and AI systems to crawl, parse, and interpret? - **Relevance:** Do your pages clearly communicate topical focus and relationships? - **Engagement:** Are users interacting meaningfully with your content across formats? - **Authority:** How strong and consistent is your brand’s presence across the wider digital ecosystem? Importantly, this audit extends beyond your website. AI systems draw from reviews, third-party content, expert commentary, and community discussions. ![Venn diagram illustrating the intersection of "Accessibility," "UX & Engagement," "Relevance," and "Authority & Perception" with "AI Readiness" at the center.](https://www.dacgroup.com/wp-content/uploads/2026/01/image-19.png) ***Outcome*** The goal is not a long checklist. The goal is a prioritized roadmap that identifies where improvements will most directly improve AI visibility and brand representation. **Step 2: Create content that AI can easily interpret** AI systems process content differently than humans. They break information into smaller units, look for patterns, and compare meaning across sources. Content that is vague, overly complex, or poorly structured is less likely to be surfaced. ***Practical content principles*** - Use plain, accessible language - Keep paragraphs concise and focused on one idea - Use clear, descriptive headings - Provide direct answers before supporting detail One of the most effective approaches is building topic clusters. Instead of isolated pages targeting individual keywords, clusters of interlinked content comprehensively cover a subject area. This helps AI systems understand - context, - depth, - authority, and - relationships between concepts. [Content that is easy for AI to extract](https://www.dacgroup.com/services/strategy/content-strategy/) is also easier for humans to consume, making this approach a win for both. **Step 3: Use existing search performance as an AI roadmap** Traditional SEO data remains extremely valuable when used strategically. One of the fastest ways to improve AI visibility is identifying content that - already performs well in organic search - but is not appearing in AI-generated answers or summaries. This gap is rarely caused by irrelevance. More often, it is due to structure, formatting, or missing clarity. ***How to act on this insight*** - Identify high-performing pages in traditional search. - Check whether those topics trigger AI-enhanced results. - Prioritize pages where your brand is absent or underrepresented. - Optimize those pages for clarity, structure, and explicit answers. This approach delivers high return because it builds on existing strengths rather than starting from scratch. **Step 4: Learn from community and conversational language** Online communities reveal how people actually think, speak, and ask questions, and often more accurately than keyword tools alone. Discussion forums, Q&A platforms, and peer-to-peer conversations highlight - real concerns, - common comparisons, and the - emotional drivers behind decisions. In turn, these language patterns closely resemble how users prompt AI systems. ***Common conversational patterns*** - “Which is better: X or Y?” - “What’s the best option for my situation?” - “How often should I…?” - “Is it normal if…?” By translating these patterns into structured, on-site content, brands align more closely with both user expectations and AI comprehension. **Step 5: Treat video and engagement assets as search signals** Video has become a primary discovery format across many categories. It frequently appears in search results and plays a growing role in decision-making. From an AI perspective, video contributes to engagement signals and provides additional context about products, services, and expertise. As such, a balanced video strategy should include: - **On-site video:** Enhances clarity, engagement, and comprehension. - **Off-site video distribution:** Meets audiences where they research and compare options. [Video should not be viewed only as an awareness tactic.](https://www.dacgroup.com/insights/blog/paid-media/the-media-forward-series-video-is-the-new-search/) When used strategically, it supports performance and conversion throughout the journey. **Step 6: Reinforce local and trust signals** For [location-based businesses](https://www.dacgroup.com/services/local-presence-management/), AI relies heavily on existing local data sources. That means accurate business information, strong reviews, and consistent reputation management remain foundational. In fact, AI-driven local recommendations are powered by the same signals that have always mattered: - Accurate listings - Consistent NAP (Name, Address, Phone) data - Rich profiles with photos and services - Active review management AI does not introduce a new local playbook. Rather, it reinforces the importance of executing the fundamentals consistently and at scale. **Measuring success in an AI-driven world** Measurement must evolve alongside strategy. While traffic and rankings still provide useful context, they no longer tell the full story. Instead, brands need visibility metrics that reflect how AI systems represent them. That could include: - Brand mentions and citations in AI responses - Share of voice across key topics - Sentiment and positioning - Engagement quality on owned properties - Downstream business impact (leads, conversions, revenue) The goal is not to abandon traditional metrics, but to complement them with indicators that reflect influence earlier in the journey. **From SEO tactics to visibility strategy** SEO is no longer a siloed discipline focused solely on rankings and traffic. It is the foundation of a broader visibility strategy. One that spans content, technology, authority, engagement, and trust across a distributed search ecosystem. Brands that adapt now will not only protect performance but gain an advantage by influencing decisions before the click ever happens. --- https://www.dacgroup.com/insights/blog/paid-media/ai-search-paid-media-conversion.md --- title: "AI is changing the search game, but paid still wins the last click " date: 2026-01-08 published: 2026-01-06 author: "Jose Parrado Chocano" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/01/AI-Is-Changing-the-Search-Game-875x438-Blog1-1.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/ai-search-paid-media-conversion.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/ia-recherche-medias-payants-conversion.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/ai-search-paid-media-conversion.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/ai-search-paid-media-conversion.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/ia-recherche-medias-payants-conversion.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/ia-busqueda-paid-media-conversion.md" --- # AI is changing the search game, but paid still wins the last click  The way people search is undergoing a quiet but profound transformation. Until recently, the typical user journey started with a search engine, followed a path of blue links, and eventually landed on a product page or brand website. But with the rise of generative AI, particularly large language models (LLMs) like ChatGPT, Google’s AI Overviews, and platforms like Perplexity, users are increasingly beginning their journeys in conversational, exploratory environments. These tools allow users to ask broader, more nuanced questions and receive synthesized answers. The experience feels less like sifting through links and more like speaking with an informed guide. As a result, discovery is no longer limited to the SERP (search engine results page). Now, it often begins with a dialogue. And as these platforms grow, so do the signs that the AI layer itself may evolve into a commercial environment. In recent months, ChatGPT has come under scrutiny for interface features that resembled ad-like app suggestions,prompting OpenAI to clarify they weren’t paid placements, as reported by [TechTimes](https://www.techtimes.com/articles/313111/20251202/openai-faces-backlash-over-chatgpts-ad-like-app-suggestions-promises-theyre-not-paid-ads.htm) and [TechCrunch](https://techcrunch.com/2025/12/02/openai-slammed-for-app-suggestions-that-looked-like-ads/). Meanwhile, [ChatGPT could introduce paid ads or sponsored suggestions](https://searchengineland.com/chatgpt-ads-coming-some-point-464388) at some point in the future, even if nothing has been formally confirmed. What this reinforces is simple: the AI-driven discovery phase is expanding, and commercial opportunities are likely to follow. The platforms shaping early-stage exploration today may very well become the paid environments of tomorrow. In short, AI is reshaping the starting line. But one thing hasn’t changed: when it comes to purchase decisions, user behavior still pivots back to what works, and paid media retains its critical role. ## **LLMs are rewriting the discovery phase** The shift in search behavior isn’t only cosmetic, but structural. Large language models (LLMs) like ChatGPT, Gemini, Claude, and [Perplexity AI](https://www.perplexity.ai/hub/blog/why-we-re-experimenting-with-advertising?utm_source=chatgpt.com) are fundamentally changing how people explore and evaluate information online. These tools don’t just retrieve links; they curate and synthesize insights, often drawing from multiple sources to deliver an “answer” rather than a list of options. This creates a new kind of digital gatekeeping. Instead of users scanning results and making comparisons on their own, LLMs act as intelligent intermediaries, deciding which brands, messages, or features make it into their responses. That means if your brand isn’t present, clear, or relevant in the places these models pull from, you risk being excluded from the conversation entirely. But this doesn’t signal the death of brand interaction. Instead, it means that engagement is happening earlier and more subtly. Where traditional search behavior might lead someone to a homepage or landing page, an AI-driven query might summarise your product or service without ever sending the user to your site. That changes how visibility and influence are measured. Adoption of generative AI for search and information discovery is accelerating across North America and Europe. In the U.S., an AP–NORC study shows that [around 60% of adults now use AI tools to search for information](https://www.ap.org/news-highlights/spotlights/2025/how-us-adults-are-using-ai-according-to-ap-norc-polling/), making it the most common AI use case. Pew Research adds that [34% of U.S. adults have used ChatGPT](https://www.pewresearch.org/short-reads/2025/06/25/34-of-us-adults-have-used-chatgpt-about-double-the-share-in-2023/), with a growing share relying on it to learn, evaluate options, and explore topics in depth. Canada mirrors this upward trajectory, consistently ranking among the [highest per-capita users of ChatGPT based on global traffic patterns](https://www.demandsage.com/chatgpt-statistics/). Across Europe, adoption is expanding at pace. A 2025 multi-country survey from the Reuters Institute and the University of Oxford found that [61% of respondents had used a generative-AI tool, with weekly use nearly doubling year on year](https://reutersinstitute.politics.ox.ac.uk/generative-ai-and-news-report-2025-how-people-think-about-ais-role-journalism-and-society), while insights from Statista and IPSOS show the same pattern emerging globally: [users increasingly turn to AI tools as their *first stop* for ideas, comparisons, and recommendations](https://www.ipsos.com/en/widespread-concern-about-artificial-intelligence). But discovery is only the first step. When intent deepens, people don’t just want information, they want solutions. And that’s where paid media continues to prove its value, guiding high-intent audiences from exploration to action. ## **But purchase intent still relies on classic search** While AI tools have changed how users explore, they haven’t replaced how users act. When real intent surfaces, like making a purchase, scheduling a service, or finding a store, people still rely on the proven structure of search engines. It’s familiar, fast, and effective. Transactional queries (“buy now,” “near me,” “book today”) are far less likely to trigger AI Overviews or conversational answers. Google itself has stated that [AI Overviews typically do not appear on commercial-intent queries](https://searchengineland.com/chatgpt-ads-coming-some-point-464388). Instead, those searches return classic results: organic listings, shopping ads, and paid search placements. ![Search engine results page for "Buy running shoes online" with sponsored results from brands including ASICS, SportsShoes.com, Run North West, and Nike.](https://www.dacgroup.com/wp-content/uploads/2026/01/image-1.png) *Search Results for High Intent Queries* As AI expands the exploration phase, the path to conversion narrows back into well-established, high-performing formats. In other words, **performance media still captures the moment when intent becomes action.** You can explore this dual-layered journey and how brands should respond in our latest [Media Playbook](https://www.dacgroup.com/insights/series/the-media-forward-series/). It’s also worth noting that while AI Overviews can reduce click-through rates, that impact softens when the brand is mentioned within the overview itself. Visibility still matters, just earlier in the journey and in more dynamic formats. The bottom line? AI might shift how users start their journey, but it doesn’t change how they end it. Paid remains decisive at the point of conversion. ## **The CTR shift is real, but brands can adapt** One of the clearest impacts of AI Overviews and LLM-driven search results is on click-through rates. When users get answers directly in the results page, consolidated and conversational, they’re naturally less inclined to click on individual links. That includes both organic results and paid placements. But here’s the nuance: lower CTR doesn’t equal lost intent. The need is still present, but it’s being addressed earlier, in formats that weren’t part of the journey a year ago. According to Search Engine Land, [both paid and organic results experience significant CTR drops when an AI Overview is present](https://searchengineland.com/google-ai-overviews-surge-pullback-data-466314). However, that effect isn’t evenly distributed. When a brand is directly mentioned within the Overview, the CTR decline is much softer. Those mentions act as early trust signals, helping brands stay in the user’s consideration set even before a click. ![What's a good pair of trail running shoes under $150? Guide with tips on what to look for, such as outsole grip, protection, and comfort. Recommends ASICS Gel-Venture 10 as a strong budget option.](https://www.dacgroup.com/wp-content/uploads/2026/01/image-2.png) *ChatGPT in the Discovery Phase* So, while visibility is shifting, it hasn’t disappeared. It’s migrating earlier in the journey, into environments that don’t always produce a direct response but still influence perception and decision-making. This is where strategy matters. It’s not just about where you appear, but *when* and *how*. Brands now need to show up during exploration, influence in the interim, and convert when the time is right. ## **From channels to continuity: Rethinking strategy** The evolution of search isn’t just a technology shift, but a strategic one. As AI reshapes how users discover information, the traditional notion of “channels” becomes less relevant. What matters now is continuity: [being present across the full journey](https://www.dacgroup.com/services/), from curiosity to conversion. Generative AI has introduced a new top layer to the funnel, one that’s more fluid, less predictable, and harder to attribute. Users aren’t just typing queries into Google anymore; they’re asking follow-up questions in ChatGPT, comparing answers in Perplexity, or passively receiving AI-generated summaries on search results pages. These environments blend content, comparison, and conversation into a single moment, often without a clear click path. Meanwhile, the transactional stage remains more structured. [Paid media still plays a crucial role in capturing demand once users are ready to act,](https://www.dacgroup.com/services/paid-media/) but that doesn’t mean it should operate in isolation. It needs to be part of a connected ecosystem that spans the full journey, not as separate tactics, but as reinforcing touchpoints. Thinking in terms of continuity helps shift the mindset from campaign-based execution to always-on visibility. Brands that embrace this layered approach can meet users where they are, however they choose to explore and guide them confidently toward conversion. This isn’t about replacing one channel with another. It’s about building strategies that adapt to a landscape where exploration is AI-led, but decisions are still grounded in traditional behaviors. ## **Paid media still closes the journey and expands into AI** Despite all the noise around AI disrupting search, paid media continues to do what it does best: capture high-intent moments and drive measurable outcomes. What’s changing isn’t the value of paid, but the environments where it shows up. Users still rely on traditional search results to make purchase decisions. When they’re ready to buy, book, or visit, they turn to structured formats where paid placements offer clarity, choice, and speed. That foundation hasn’t moved. But what’s new, and increasingly relevant, is how paid media is beginning to extend into the AI layer itself. Platforms like Perplexity are experimenting with native ads, and [OpenAI’s “Instant Checkout”](https://techcrunch.com/2025/12/02/openai-slammed-for-app-suggestions-that-looked-like-ads/) shows how commercial features are now appearing directly within conversational interfaces. These aren’t side features, but early signs of how paid media will evolve. In the near future, paid placements won’t be limited to search engines; they’ll also exist inside AI environments, influencing decisions at earlier, less structured points in the journey. The takeaway? Paid isn’t being displaced but redistributed. It still owns the final step of the journey, but it’s also gaining a foothold in the exploration phase. ## **It’s not AI vs. Paid, it’s AI + Paid** AI is changing how people explore, compare, and consider. But when it comes to deciding, when the need is clear and the intent is strong, paid media still drives the outcome. The future of search isn’t about one replacing the other. It’s about recognising that AI and paid now work in tandem. One shapes awareness and early impressions; the other delivers clarity, choice, and action. Both are essential. This shift calls for [a more connected approach](https://www.dacgroup.com/our-work/our-approach/) that’s less about siloed channels and more about presence across the entire journey. From conversational exploration to transactional readiness, brands need to show up with relevance, consistency, and intent. The brands that understand and embrace this duality will be the ones that not only earn visibility and attention but drive meaningful conversions. If you want to dig deeper into how the search landscape is changing, we’ve broken it down in our latest [Media Playbook](https://www.dacgroup.com/insights/series/the-media-forward-series/). It explores how evolving platforms, user behaviors, and technologies are reshaping the entire media ecosystem and what it means for performance. --- https://www.dacgroup.com/insights/blog/strategy/the-2026-marketing-trends-report-26-moves-to-accelerate-your-marketing-performance.md --- title: "The 2026 marketing trends report: 26 moves to accelerate your marketing performance" date: 2025-12-15 published: 2025-12-05 author: "Robert Cooney" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/12/26MarketingTrends-BlogBanner.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/the-2026-marketing-trends-report-26-moves-to-accelerate-your-marketing-performance.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/tendances-marketing-2026-26-actions-pour-accelerer-votre-performance.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/der-marketing-trendbericht-2026-26-massnahmen-die-performance-neu-definieren.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/the-2026-marketing-trends-report-26-moves-to-accelerate-your-marketing-performance.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/tendances-marketing-2026-26-actions-pour-accelerer-votre-performance.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/tendencias-de-marketing-2026-26-palancas-que-redefinen-el-performance.md" --- # The 2026 marketing trends report: 26 moves to accelerate your marketing performance 2026 isn’t just another step forward: it’s a hard reset. Search is no longer a single destination but an ecosystem woven through AI assistants, social platforms, maps, video, and retail media. Consumers expect frictionless experiences, human authenticity, and instant answers. And the brands that thrive will be the ones willing to reinvent themselves—not slowly, but continuously. This report distills the noise into **26 practical, performance-ready moves** you can activate today. Drawn from the deep expertise of DAC’s specialists, these insights are designed to help you navigate uncertainty, unlock growth, and lead with confidence in a radically new marketing landscape. ## **THEME 1: AI-native marketing systems** ### ***Eight ways to build marketing programs designed for AI-first environments.*** ### **1. Prepare your ads for AI-powered surfaces** *Google has confirmed that ads now appear directly inside AI Overviews, creating a highly competitive new paid surface.* AI Overviews, chat-based results, and assistant-led shopping journeys are becoming core discovery surfaces. Craft assets that work inside these AI environments. Think concise value props, structured data, comparison snippets, and feed-rich attributes. Brands ready for these formats will capture high-intent queries others can’t reach. ### **2. Build conversational-ready creative for chat-based ad units** *Conversational ad formats are being rolled out across Google, Meta, Amazon, and retail media platforms.* Conversational ads allow users to ask follow-up questions within the ad itself. Prepare bite-size insights, product attributes, pricing details, and competitive differentiators that can feed an interactive dialogue. Your creative must anticipate the next logical question a user might ask. ### **3. Restructure campaigns for signal quality, not granularity** *Google and Meta recommend 50+ conversions per week at the campaign/ad set level for stable machine learning.* AI thrives on volume and clarity. Consolidate campaigns to deliver more conversion signals, use fewer but richer audience buckets, and allow platforms to learn faster. Excessive segmentation slows algorithms and caps performance. ### **4. Strengthen broad match with smarter guardrails** *Advertisers using broad match with smart bidding see 25% more conversions at a similar CPA.* Broad match is now deeply AI-driven and highly effective—when controlled. Combine broad match with smart bidding and strong first-party signals to unlock incremental demand. Use negative lists to maintain relevance and monitor search term reports to identify new profitable themes. ### **5. Build video as a core search input, not just a media format** *58% of Gen Z’s video consumption happens on social platforms.* Consumers—especially Gen Z—use video as a discovery engine. Treat video as a search strategy: create content that answers questions, explains products, demonstrates features, and builds brand recognition across YouTube, TikTok, and social. ### **6. Ensure your website is fully crawlable by LLMs** *Content hidden behind JavaScript is often invisible to LLM crawlers, which means it won’t be referenced in AI-generated answers.* While search engines can render JavaScript-heavy content, LLMs cannot. If key content loads client-side, AI engines may never see it. Prioritize server-side rendering, clean HTML structures, and accessible internal links. ### **7. Update your SEO KPIs for an AI-driven customer journey** *Organic traffic will continue to decline as LLMs surface your content without users clicking through, making new KPIs essential.* Traffic is no longer the primary indicator of organic success. With AI search increasingly answering user queries directly, measure value instead: time spent on site, conversions, micro-actions, visibility (impressions), and assisted engagement. ### **8. Embrace AI-powered measurement and modeled conversion systems** *Up to 70% of conversions in Google Ads are now modeled rather than directly observed due to privacy and signal loss.* In AI-native marketing systems, measurement becomes a core performance engine: it provides the signals algorithms need to continuously optimize. Modeled conversions, enriched first-party signals, and data-driven attribution allow platforms to understand intent, fill in measurement gaps, and automatically adjust bids, audiences, and creative. Here, the goal is not just to measure outcomes after the fact, but to feed the AI with the right data so it can learn faster, predict more accurately, and activate more effectively. ## **THEME 2: Local and trust signals** ### ***Seven ways to win where customers search, decide, and convert.*** ### **9. Triple your investment in reviews as your #1 ranking signal** *88% of consumers would use a business that responds to reviews, vs. only 47% for businesses that don’t.* Reviews drive rankings, customer trust, and conversions. Prioritize proactive review generation, fast replies (within 24 hours), and workflows that resolve issues at the location level. High review velocity and sentiment consistency improve visibility across search and AI. ### **10. Elevate digital PR to build local authority and brand trust** *81% of consumers must trust a brand before considering a purchase ([Edelman](https://www.edelman.com/news-awards/only-one-third-of-consumers-trust-most-of-the-brands-they-buy)).* Local authority no longer comes from listings alone. Earn citations, local press, backlinks, and community partnerships to strengthen credibility. Tie PR efforts to openings, events, and seasonal opportunities to build scalable, repeatable visibility. ### **11. Treat Apple Business Connect (ABC) as a primary local channel** *With over 1.56 billion active iPhones globally, Apple Maps is impossible to ignore.* Apple Maps is now a major discovery engine, amplified by Apple Intelligence. Optimize every ABC profile: complete data, accurate categories, local actions, offers, and fresh content updates. ### **12. Turn local pages into high-intent conversion engines** *76% of local searches lead to a store visit within 24 hours; 78% lead to an offline purchase.* Local pages should function as dynamic conversion hubs, not static landing pages. Add structured data, FAQs, offers, booking/ordering modules, real-time information, and rich media. ### **13. Build executive-ready location performance dashboards** *Brands using location-level insights see measurable improvements in core KPIs.* Transform location data into business decisions. Report on visibility shifts, ranking movements, sentiment trends, and conversion outcomes, packaged in a narrative that leaders can act on. ### **14. Operationalize store-level feedback loops that drive action** *When consumers see brands respond to feedback, loyalty increases significantly.* Monthly or quarterly performance sessions with store teams improve ranking, satisfaction, and accuracy. Turn insights into action plans, then close the loop so locations understand the “why.” ### **15. Monitor brand reputation across external sources** *Brand sentiment now influences whether your brand is cited in AI-generated recommendations.* AI engines evaluate reputation across the entire digital ecosystem: reviews, UGC, Reddit, Quora, social media, industry publications, and comparison sites. Regularly assess how your brand is portrayed and address weaknesses head-on. ## **THEME 3: The creative renaissance** ### ***Five ways to build creative that wins attention and performance in 2026.*** ### **16. Prioritize mobile-first design for modern audiences** *40% of users go to a competitor after a bad mobile experience.* Mobile now drives most traffic. Prioritize fast-loading pages, thumb-friendly navigation, responsive layouts, and streamlined content. Poor mobile experiences cost business. ### **17. Build a cohesive cross-channel design system** *Consistency boosts brand recognition by up to 80%.* Eliminate friction by unifying your brand’s visual language across web, ads, social, email, and landing pages. Consistent cues increase trust, retention, and brand recall. ### **18. Invest in video and interactive content that drives engagement** *Social videos generate 1,200% more shares than text and image posts combined.* Dynamic formats like short videos, animations, quizzes, and interactive demos capture attention and increase dwell time across social and web. ### **19. Use storytelling and UGC to deliver authentic brand *Moments*** *84% of consumers trust brands more when they use UGC.* Amid AI-generated content overload, authenticity wins. Show real people, real stories, behind-the-scenes content, and customer moments that build trust. ### **20. Replace guesswork with data-driven creative testing** Every $1 invested in UX returns ~$100 in value. Use heatmaps, analytics, and A/B testing to optimize layouts, CTAs, imagery, and messaging. Small UX improvements drive exponential gains. ## **THEME 4: New multi-platform search landscape** ### ***Four ways to win across AI search, social search, and traditional SERP.*** ### **21. Publish high-quality content that feeds both SERP and LLMs** *AI search referrals have grown 527% in five months.* LLMs are hungry for structured, clear, authoritative content. Expand product/service pages, FAQs, persona-specific pain points, comparison content, and expert insights. ### **22. Integrate local insights into your broader SEO and media strategy** *89% of companies with strong cross-channel alignment retain customers vs. 33% without it.* Use review themes, local search demand, and top-converting locations to guide content, messaging, creative, and media activation. Cross-pollination increases efficiency. ### **23. Expand your schema markup to improve AI search visibility** *Schema continues to expand with new fields that improve AI comprehension.* Schema makes your site easier for AI to understand. Add new fields, validate accuracy, and ensure markup reflects actual on-page content. ### **24. Build content ecosystems aligned to multi-platform search paths** *70% of consumers use three or more platforms during discovery.* Search is now fragmented across Google, Maps, TikTok, AI engines, YouTube, and retail platforms. Build content tailored to each path to ensure brand presence throughout the customer journey. ## **THEME 5: The measurement reset** ### ***Two ways to build measurement systems that reflect how consumers buy today.*** ### **25. Move beyond last-click: Adopt incrementality to measure true contribution** *Incrementality tests reveal an average of 15–30% over-attribution in last-click models.* Incrementality isolates what truly creates value by distinguishing conversions that would have happened anyway from those genuinely driven by your marketing efforts. Through geo-split tests, control groups, experiments, and marketing mix modeling, brands can quantify the real lift generated by each channel, campaign, or tactic. This approach breaks the illusion of last-click attribution and leads to more informed decisions: more precise budget allocation, a more efficient media mix, and a clearer view of overall performance. ### **26. Leverage first-party data to power AI-oriented data design** *Differentiation in an AI world starts with differentiated data.* AI models perform best when fed structured, accurate, and richly described first-party data. Map your data assets, clean your taxonomy, and unify customer identifiers to create AI-ready inputs. In conclusion, 2026 rewards the bold. The brands that win will move quickly, integrate channels, embrace AI-native systems, and build trust at every touchpoint. These 26 actions offer a roadmap for accelerating performance, improving efficiency, and delivering meaningful results—today and into the future. Ready to activate your 2026 plan? Let’s connect and explore how these insights can support your marketing priorities for the year ahead. [The 2026 Marketing Trends Report – 26 Moves Redefining Performance](https://www.dacgroup.com/wp-content/uploads/2025/12/The-2026-Marketing-Trends-Report-26-Moves-Redefining-Performance.pdf)[Download](https://www.dacgroup.com/wp-content/uploads/2025/12/The-2026-Marketing-Trends-Report-26-Moves-Redefining-Performance.pdf) --- https://www.dacgroup.com/insights/blog/paid-media/forward-in-analytics-when-measurement-becomes-meaning.md --- title: "Forward in Analytics: When Measurement becomes Meaning" date: 2026-07-22 published: 2025-12-02 author: "Bhavin Prashad" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/11/MediaPlaybookContent4-BlogBanner.png" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/forward-in-analytics-when-measurement-becomes-meaning.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/la-serie-sur-lavenir-des-medias-quand-la-mesure-prend-tout-son-sens.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/forward-in-analytics-wenn-messwerte-an-bedeutung-gewinnen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/forward-in-analytics-when-measurement-becomes-meaning.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/la-serie-sur-lavenir-des-medias-quand-la-mesure-prend-tout-son-sens.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/la-series-media-forward-cuando-la-medicion-conecta-con-el-valor-real.md" --- # Forward in Analytics: When Measurement becomes Meaning Clicks and last-touch ROAS no longer explain growth. In an AI-driven, multi-surface world, measurement must evolve. Influence, incrementality, and integrated outcomes are the new standards, supported by faster feedback loops and tools that connect marketing to actual profit. This post offers a modern measurement framework built to bring together the language of CFOs and CMOs. ## **Old Habits Die Hard: Why We Cling to Last-Click** For years, last-click attribution was a marketer’s security blanket. It offered clean lines of cause and effect: ad click results in sale. ROAS and ROI simplified the story further, distilling complex journeys into a single success metric. And for a while, that was enough. But as consumer behavior spread across screens, platforms, and formats, that promise of precision began to crumble. Today’s purchase paths often include influencer touchpoints, [AI search summaries](https://www.dacgroup.com/insights/blog/search-optimization/engineered-them-so-you-dont-have-to-what-you-need-to-do-next/), and passive exposure on CTV or YouTube, long before anyone clicks “buy.” Traditional last-click and channel-siloed reporting flattens that complexity, over-crediting the final touch and undervaluing the layers of influence that actually move markets. Meanwhile, zero-click environments such as AI answers, platform-native experiences, and retail networks are reducing site visits and direct control. Measuring only by last-click success metrics misallocates budget and overlooks the invisible work that builds demand. The simplicity is an illusion. Behind that tidy last-click view lies a growing disconnect between what’s measurable and what truly matters, and in that gap, performance and opportunity quietly disappear. Watch our short video *“When Measurement Becomes Meaning”* where Dan Temby, Senior Vice President, Technology Analytics shares how one of DAC’s retail clients uncovered **$35 million in incremental profit** by rethinking attribution. ## **Modern Journeys Demand Modern Models** Customer journeys aren’t linear. A single conversion might be influenced by YouTube, a creator post, Connected TV (CTV), AI Overviews, and a late-stage search, all before the click. Last-touch models flatten this complexity, undervaluing the mid- and upper-funnel work that actually creates demand. Zero-click environments, like AI answers or platform-native experiences, make measurement harder. [WARC data ](https://www.warc.com/content/paywall/article/the-certainty-of-uncertainty-why-marketing-needs-a-new-measurement-mindset/en-gb/en-GB/160317)shows paid search ROI can be overstated by up to 190% when upper-funnel contributions are ignored. Meanwhile, **35% of last-click–attributed spend** drives zero incremental sales. Click-based KPIs like CTR and CVR still have value for tactical optimization, but they can’t measure brand lift, influence, or long-term growth. To move forward, marketers need a framework that reflects how people really discover and decide. **TotalSERP: Brand Visibility in Paid, Organic, and Local** As search journeys fragment, visibility can’t be evaluated by looking at one channel at a time. A single results page now blends paid ads, Shopping units, organic listings, images, videos, reviews, maps, and zero-click features like AI Overviews, AI Mode, and People Also Ask. Treating SEO, SEM, and local as separate lanes risks missing where influence is actually happening. DAC’s proprietary [TotalSERP](https://www.dacgroup.com/tech-platforms/totalserp/) methodology approaches the results page as a single ecosystem. Instead of asking, “How are we doing in paid vs. organic vs. local?”, the focus shifts to, “How are we showing up across all the surfaces where our customers are making decisions?” That ecosystem-wide view helps teams identify gaps, overlaps, and opportunities that siloed reporting can’t see. **AIO Impact Modeling: Measuring What You Can’t Click** AI-generated answers add another layer of complexity. More queries are being resolved directly in AI Overviews or conversational responses, where users may never click through at all. Traditional reporting often treats these interactions as “invisible,” even though they clearly shape perception and choice. With **AIO Impact Modeling**, DAC evaluates how often and in what context brands appear within AI-generated outputs, and how that presence shifts over time. This kind of analysis helps marketers understand visibility and influence in environments where classic metrics like clicks and CTR don’t exist, but impact still does. Beyond tracking AI Overviews, DAC is adapting SEO strategies to ensure our clients continue to remain visible as AI reshapes the SERP experience. ![Total SERP by DAC](https://www.dacgroup.com/wp-content/uploads/2025/11/Screenshot-2025-11-28-at-1.33.30%E2%80%AFPM-1-1024x626.png)DAC’s TotalSERP methodology is backed by our proprietary AI-driven platform. ## **Tools for True Insight** Modern measurement requires a shift in tools and mindset. Here’s how leading brands are making it work: - **[Incrementality](https://www.dacgroup.com/insights/blog/analytics/incrementality-in-analytics-breakthrough-strategy-or-marketing-jargon/)**: *Did this spend drive outcomes we wouldn’t have had otherwise?* Using geo splits, holdouts, or audience controls, incrementality testing isolates true lift and enables confident budget reallocation. - **MMM (Marketing Mix Modeling)**: *How much did each channel contribute to revenue or profit?* MMM reveals how touchpoints work together and adjusts for seasonality, budget shifts, and macro trends. - **Creative performance**: *Are people engaging with the message?* Metrics like time-in-view, completion rate, and attention scores spotlight creative impact. Creative can be tested for lift, just like media. - **Brand and demand signals**: *Are we building momentum?* Brand recall, search demand, and favorability provide forward-looking indicators of growth. Critically, the cycle has sped up. Teams are no longer waiting for quarterly reviews. With lightweight MMMs and quick geo-tests, they’re optimizing in real time and reallocating based on impact, not instinct. ![Step-by-step guide on incrementality testing with four steps: Identify test market, Design media test, Evaluate results, Develop scaling. ](https://www.dacgroup.com/wp-content/uploads/2025/11/Measurement-Visual-ENG1.png) ## **T**urning Measurement into a Continuous Practice Modern measurement is shifting from static reporting to a continuous, embedded discipline. Instead of treating KPIs as post-campaign scorecards, leading teams use signals across the funnel, from recall and consideration to store visits and revenue – to guide planning and optimization in real time. Incrementality testing and Marketing Mix Modeling (MMM) are becoming central to this approach. By using geo splits, audience controls vs. holdouts, and both national and local mix modeling, marketers can see which channels genuinely drive lift rather than relying on last-click assumptions. Rebalancing budgets based on true contribution often reveals incremental profit that traditional attribution models miss. Another key shift is translating results into business terms such as gross profit, incremental revenue, and LTV (lifetime value). When teams quantify impact this way, measurement becomes a shared language across marketing, analytics, and finance, making decisions clearer and investment conversations more grounded. As discovery increasingly spans paid, organic, local, social, and AI-generated surfaces, measurement also needs to reflect the full ecosystem rather than isolated channels. Understanding a brand’s visibility in zero-click environments, generative answers, and platform-native feeds such as TikTok is now essential to capturing the real influence media has long before a user clicks. Together, these practices turn measurement from a retrospective exercise into an operational capability, one that helps teams move faster, act with more confidence, and connect their decisions to meaningful business outcomes. ## **The Next Step: What This Means for You** The measurement reckoning is here. Relying on last-click models puts your strategy at risk, not just resulting in inefficiency but irrelevance. In a fragmented, AI-first world, what worked five years ago no longer holds. It is time for brands to rethink measurement from the ground up, integrating analytics, creative, and media into a feedback loop that connects directly to business outcomes. The brands that are winning today are those shifting from metrics to meaning, building systems that uncover true influence and unlock sustainable growth. ## **What Good Looks Like** When measurement is working, you’re reallocating budget based on data, not gut feel. Creative refreshes happen when attention dips, not when the calendar says so. You can point to incremental profit from defined tests and answer the CFO’s question, *“What would’ve happened without this spend?”* And your marketing reports? They tell a business story, not just a media summary. --- https://www.dacgroup.com/insights/blog/paid-media/the-media-forward-series-when-agility-becomes-advantage.md --- title: "Forward in Media Strategy: When Agility Becomes Advantage " date: 2026-07-22 published: 2025-11-25 author: "Maura Pierson" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/11/MediaPlaybookContent3-BlogBanner-ENG.png" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/forward-in-media-strategy-when-agility-becomes-advantage.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/la-serie-sur-l-avenir-des-medias-tirer-profit-de-l-agilite.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/forward-in-media-strategy-wenn-agilitaet-zum-vorteil-wird.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/forward-in-media-strategy-when-agility-becomes-advantage.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/la-serie-sur-l-avenir-des-medias-tirer-profitde-l-agilite.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/forward-in-media-strategy-la-agilidad-como-ventaja-competitiva.md" --- # Forward in Media Strategy: When Agility Becomes Advantage  **The Reset in Media Strategy** The media landscape has never been more dynamic or more demanding. What once operated on stable rules of reach, frequency, and funnel stages is now driven by constant motion. Audiences shift across platforms, attention spans splinter, and AI reshapes how discovery even happens. The result? Linear media plans built months in advance often feel outdated before they launch. For brands navigating this turbulence, agility has become more than a buzzword. It is the difference between reacting and leading. The most successful marketers are moving away from rigid planning cycles toward systems that can pivot in real time, reallocating spend, creative, and strategy as performance and culture shift. In this new era, the advantage no longer belongs to the biggest budgets or loudest voices. It belongs to the brands built to move. **When Agility Becomes Advantage** Agility in media is not about moving faster for the sake of speed. It is about building flexibility into every decision so brands can act with confidence when the market shifts. Traditional media planning assumed stability; modern planning assumes volatility. The brands that win are those that design systems to anticipate change rather than scramble to keep up. This is where agility becomes a true competitive advantage. It allows marketers to rebalance budgets in real time, pivot messaging as consumer behavior evolves, and activate locally when opportunities emerge. Frameworks like the 70/20/10 model help guide this shift. Seventy percent of spend goes to proven, reliable channels. Twenty percent is set aside for adaptive reallocations. The final ten percent fuels experimentation and testing. DAC applies this philosophy to ensure clients remain efficient and ready to seize emerging opportunities. Agility is no longer just a planning tactic. It is a mindset that values responsiveness over rigidity and empowers marketers to use uncertainty as a strategic edge. **Building an Agile Media System** True agility requires more than flexible budgets or quick reactions. It depends on having the right systems, data, and collaboration to move at the speed of change. At DAC, we design media ecosystems that connect national strategy with local execution, ensuring every campaign can flex with market conditions while staying true to the brand. Our [Enterprise to Local](https://www.dacgroup.com/our-work/our-approach/) framework is central to that approach. It connects national storytelling with localized activation, giving brands the flexibility to shift creative, spend, and targeting based on what’s happening in each market. A campaign can move from broad reach to conversion mode, or from national awareness to local store engagement, without losing cohesion or control. Behind the scenes, we rely on [integrated technology and insight systems](https://www.dacgroup.com/tech-platforms/) that surface performance patterns, simplify decision-making, and keep local presences healthy and accurate. Instead of juggling disconnected data, teams can see how paid, organic, and local signals are working together and pivot quickly when an opportunity appears. It’s about giving brands a clearer, more connected view of their media landscape so they can act with confidence and agility. This connected system turns agility from a theory into practice. It allows brands to pivot seamlessly and ensures every decision, from creative to channel allocation, is made with clarity and speed. ![Map of the southeastern United States showing four groups: Crowded Competition in red, Fiber Frontiers in yellow, Outskirt Opportunities in blue, and Rural Roots in green.](https://www.dacgroup.com/wp-content/uploads/2025/11/image-13.png) ![Scatter plot showing DMA (Designated Market Area) coverage percentages with bubble sizes indicating different DMAs. Columbus, OH, at about 70% coverage, is highlighted, along with a note stating that only seven DMAs have over 25% service coverage.](https://www.dacgroup.com/wp-content/uploads/2025/11/image-14.png) *Localized campaign adjustments, supported by real-time insights, maximize impact at both national and local levels, enhancing ROI and consumer relevance.* **The “So What”: How Clients Can Apply This Today** Agility only matters if it translates into real business results. For marketing teams, that means turning flexibility into a measurable framework for decision-making. Three principles help brands put agility into practice. 1. **Plan for flexibility**. Every media plan should include built-in space for change. DAC recommends allocating around twenty percent of budgets for responsive optimization and ten to fifteen percent for active testing. This ensures brands can scale what is working and pivot when performance shifts without waiting for the next quarterly review. 2. **Measure in real time**. Agile planning depends on continuous insight. Platforms like [IRIS ](https://www.dacgroup.com/tech-platforms/iris/)enable marketers to detect performance anomalies, evaluate spend efficiency, and redirect investment toward emerging opportunities as they surface. Gartner reports that companies with mature agile marketing practices see up to twenty percent higher revenue growth than peers, underscoring the direct value of adaptability. 3. **Localize with intent**. National campaigns set the vision, but local execution drives relevance. Using Enterprise to Local strategies, brands can adjust offers, creative, and targeting to the nuances of each market while keeping overall messaging aligned. ![Media strategy framework with four quadrants: 1) Designing Intentional Brand Moments, 2) Fueling Our Curiosity with Continuous Experimentation, 3) Developing Media Strategies for Greatest Impact, 4) Setting Standards for Executional Excellence. Central star icon labeled "Media North Star."](https://www.dacgroup.com/wp-content/uploads/2025/11/image-16.png) *DAC’s Media Blueprint framework keeps brands focused on the why behind each investment, not just the what.* These steps transform agility from a media ideal into an operational advantage that builds resilience, speed, and sustainable performance. Watch our short video, “When Agility Becomes Advantage,” where Maura Pierson, Vice President, Media Planning at DAC explains how agile media planning helped a client unify national strategy with local activation, driving a 50% increase in localized campaign performance and accelerating speed-to-market by 30%. **The Forward Path** The future of media belongs to brands that can move with purpose. Agility is no longer a backup plan for volatile times; it is the operating system for sustained growth. The pace of change will only accelerate as AI, automation, and audience behavior evolve, but that evolution also brings opportunity. At DAC, we see agility as a discipline, not a reaction. It means using data to act faster, using insight to guide every pivot, and aligning national vision with local impact. When agility becomes a habit, brands stop chasing the market and start shaping it. The playbook has changed, but the advantage is clear. The brands that lead forward will be the ones built to adapt, empowered by systems that turn movement into momentum. --- https://www.dacgroup.com/insights/blog/paid-media/the-media-forward-series-video-is-the-new-search.md --- title: "The Media Forward series: Video is the new search" date: 2026-07-22 published: 2025-11-18 author: "Felicia DelVecchio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/11/Forward-in-Video-Media-Series.png" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/the-media-forward-series-video-is-the-new-search.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/la-serie-sur-lavenir-des-medias-la-video-prend-le-pouvoir-sur-la-recherche.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/die-media-forward-serie-video-ist-die-neue-suche.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/the-media-forward-series-video-is-the-new-search.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/la-serie-sur-lavenir-des-medias-la-video-prend-le-pouvoir-sur-la-recherche.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/la-serie-media-forward-el-video-un-nuevo-formato-para-las-busquedas.md" --- # The Media Forward series: Video is the new search We’re living through a profound reset in how people discover, evaluate, and engage with brands. Consumer behavior is evolving faster than even the nimblest marketing strategies, and one of the clearest examples is video rapidly overtaking search as the starting point of discovery. Platforms like TikTok, YouTube Shorts, and Instagram Reels have conditioned users to search less and scroll more. For Gen Z and, increasingly, millennials, the scroll feed has become the new search bar. What used to begin with typed queries now starts with personalized, visual-first content that blurs the line between entertainment, education, and commerce.This evolution isn’t just a change in channel preference; it’s a fundamental shift in how consumers gather information and make decisions. ## Video platforms are the new discovery engines [Nearly half of Gen Z adults now use social media as their first stop for information](https://sproutsocial.com/insights/press/new-research-from-sprout-social-finds-social-media-is-the-top-place-gen-z-turns-to-for-search-surpassing-traditional-search-engines/), leaving traditional search engines behind. This shift isn’t anecdotal; it’s a widespread behavioral pivot shaping how brands must think about visibility. As a direct and immediate result, the logic of discovery has shifted. Instead of directing users to external websites, platforms like TikTok and YouTube Shorts keep users immersed within the feed, surfacing personalized content that meets their needs in real time. **TikTok has even positioned itself as a “search and entertainment engine,”** with features like TikTok Shop that allow users to move directly from discovery to purchase without ever leaving the platform. This is discovery without friction.Feeds are algorithmically tailored based on user interests, behaviors, captions, sounds, hashtags, and even visual context. That means every piece of video content becomes a potential search result, even if the user never types a word—effectively replacing the search box with an AI-driven, video-first feed. And the content doesn’t need to be long to be effective. According to WARC, [short-form video can drive brand recall in as little as 1.7 seconds](https://www.warc.com/content/paywall/article/warc-exclusive/short-form-video-how-to-supercharge-your-media-mix-and-drive-full-funnel-impact/en-gb/155611). That kind of attention efficiency makes these formats especially valuable in fragmented, fast-moving feeds. ![Forward in Video- DAC Media Series](https://www.dacgroup.com/wp-content/uploads/2025/11/BabyBoomer_GenX_GenZ-PhoneSearch-1024x526.png) ## Measuring the value of influence, not just clicks One of the biggest challenges in this new environment is measurement. Traditional success metrics like CTR and last-click attribution fail to capture the full impact of short-form video. Many of the most influential moments now happen well before (or without) a click. Mid-funnel video placements, which are often undervalued in traditional click-based models, actually play a critical role in driving consideration and engagement. And yet many brands still optimize for views or CTR, missing the true impact video can deliver when evaluated with more modern frameworks. This is where new measurement models come in. **Attention-based KPIs such as time-in-view and attention scores are proving more useful than raw video views.** They reflect real consumer engagement, not just exposure. ## What brands must do now This is not the moment for minor adjustments; it’s a foundational change in how discovery, consideration, and conversion happen. Consumers expect relevance without friction, but attribution models built for click-throughs buckle under the complexity of AI, automation, and zero-click behavior. The idea of measuring marketing success solely by who “clicked through” misses the broader context of influence and underestimates the role that short-form video plays in shaping consumer decisions. To succeed in this new environment, brands need to: - **Embrace short-form video as a primary channel for awareness and consideration**, not just as a brand awareness add-on. - **Align creative and platform strategies around scroll-based discovery**. That means building content specifically designed to perform in its native environment, not repurposing 30-second TV spots. - **Focus on influence over clicks**. Whether someone stops to watch, engages, or shares, the moment they choose to pay attention may be more valuable than whether they clicked. - **Move at platform speed**. What performs on TikTok or Reels today may not work tomorrow. Testing, iteration, and agility are essential. ## How DAC is helping brands lead in video-first discovery As discovery becomes increasingly fragmented, video isn’t just a complementary tactic; it’s central to how audiences explore, evaluate, and engage with brands. We’ve seen firsthand that the most effective strategies don’t treat video as a siloed format, but instead build purposeful, platform-specific experiences across TikTok, YouTube, Connected TV (CTV), and social video, with [messaging and creative](https://www.dacgroup.com/services/content-strategy/) that reflects where people are in their journey. One fashion retail client had long focused on lower-funnel performance tactics like branded SEM shopping ads. But in an increasingly competitive category, and with audience fatigue setting in, they were seeing diminishing returns and limited growth. We partnered with them to [reshape their media mix](https://www.dacgroup.com/services/paid-media/). The goal was to increase visibility and relevance among new customers. We activated Connected TV to deliver high-impact storytelling to targeted audience segments, launched TikTok campaigns to engage Gen Z fashion shoppers, used niche video placements to reach smaller, high-intent cohorts, and ran Google DemandGen to intercept users open to discovering something new. In just four weeks, they saw a 16% increase in new users to the site and a 10% lift in branded search demand; clear signs that the new media mix was driving brand interest, not just clicks. ![Forward in Video- DAC media series](https://www.dacgroup.com/wp-content/uploads/2025/11/Gearwrench-pic2.png) This type of work is rooted in how people actually discover brands today. And it goes beyond individual platforms. Our approach brings together: - **Integrated video blueprinting**: Coordinated, cross-surface strategies across Linear TV, CTV, YouTube, TikTok, and short-form social, each aligned to platform behaviors and full-funnel goals. - **Influencer and short-form testing**: Combining authentic creator content with paid amplification, like our work with a specialized hand tool brand that delivered a 7% lift in share of voice and tripled ROAS. - **Scaled creative activation with local precision**: AI-assisted creative tailored to specific markets, connecting national brand messaging to local behavior and intent. - **Reddit and social sentiment integration**: Tapping into real user conversations and emerging trends to inform more relevant, discoverable, and timely content strategies. In short, we’re not adapting around the edges but helping brands build systems that are responsive, creative, and ready for what’s next. ## This is just one part of the full reset We’ve created a playbook to guide you on what’s changed, what’s coming, and what to do about it now. The rise of video as the new search is only one of four major shifts reshaping the media landscape. From the fragmentation of the SERP to the evolution of measurement, marketers need not just new tactics but entirely new frameworks. **[Get the full playbook now](https://www.dacgroup.com/insights/white-papers/the-dac-media-playbook-where-media-ai-and-growth-converge/)** to explore all four implications and access DAC’s full tactical guide to driving growth in the AI era. --- https://www.dacgroup.com/insights/blog/paid-media/the-media-forward-series-when-search-becomes-conversation.md --- title: "The Media Forward series: When search becomes conversation" date: 2026-07-22 published: 2025-11-11 author: "Jenna Watson" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/11/MediaPlaybookContent1-BlogBanner.png" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/the-media-forward-series-when-search-becomes-conversation.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/the-media-forward-series-when-search-becomes-conversation.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/the-media-forward-series-when-search-becomes-conversation.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/the-media-forward-series-when-search-becomes-conversation.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/the-media-forward-series-when-search-becomes-conversation.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/the-media-forward-series-when-search-becomes-conversation.md" --- # The Media Forward series: When search becomes conversation The media landscape is shifting beneath our feet. We’re living through a profound reset in how people discover, evaluate, and engage with brands. Consumer behavior is evolving faster than most marketing strategies can adapt, and the platforms, tools, and formats that once felt stable are now in constant motion. Linear customer journeys have long since given way to fragmented touchpoints, and this trend is only accelerating. Attention is more divided than ever, and consumer trust is more social than brand driven. The moment when someone decides to pay attention (or scroll past) now plays out across different devices, platforms, and generations. This matters for every part of marketing, but nowhere is the impact more visible than in search. Search used to be the predictable engine of digital performance. But when the way people discover information changes, search changes too. ## Search is no longer what it used to be Search is no longer the reliable, keyword-driven channel marketers once knew. For decades, the model was simple: show up when someone types what they want. Clicks led users to websites, and performance could be traced back to a keyword. Many brands built their marketing strategies around that predictability. But that era is ending. Today, search feels less like a list of results and more like a curated answer. With the rise of AI-generated responses, users often get what they need without clicking through. Google’s [AI Overviews](https://www.dacgroup.com/en-ca/insights/blog/search-optimization/engineered-them-so-you-dont-have-to-what-you-need-to-do-next/) fold generative answers directly into the results page, and AI Mode offers fully chat-based AI experience. At the same time, platforms like ChatGPT and Perplexity are quietly claiming more of the search journey, changing what people expect when they go looking for information. And it’s not just AI. Social platforms have redefined how discovery starts. [Nearly half of Gen Z adults now turn to TikTok, Instagram, or YouTube first](https://searchengineland.com/social-search-gen-z-visibility-453502), treating search as a follow-up rather than a starting point. Even when they do search, their expectations have shifted. They want direct, relevant answers, not a list of links to sort through. These changes don’t just affect how users behave. They reshape what visibility looks like. If your brand isn’t showing up in these new, zero-click, AI-powered environments, it may not be showing up at all. ## Why traditional models break down What used to be distinct channels in a funnel, TV, social, search, video, radio, are now converging into a complex web of influence. And nowhere is that convergence more disruptive than in search, where platforms, formats, and user behaviors are colliding faster than marketers can recalibrate. For years, paid search operated with precision. Keyword match types, ad copy control, and direct attribution allowed marketers to build campaigns that could scale with predictable returns. Organic strategies, meanwhile, were built on ranking for high-value queries, using technical SEO, content optimization, and backlink strategies to climb the results page. But those models are buckling under the weight of fragmentation and automation. Search results are no longer a ranked list of links, they’re a blend of AI-generated summaries, shopping carousels, maps, images, and answers. And those results increasingly keep users in the SERP. According to SparkToro and Datos, [nearly 60% of searches end without a click](https://sparktoro.com/blog/2024-zero-click-search-study-for-every-1000-us-google-searches-only-374-clicks-go-to-the-open-web-in-the-eu-its-360/), a number that continues to grow in AI-dominated environments. ![Search results page with sections highlighted in different colors corresponding to types of results: featured snippet (orange), map pack (blue), people also ask (purple), organic results (green), related searches (red).](https://www.dacgroup.com/wp-content/uploads/2025/11/image-6.png) ![Zero-click search share comparison between the EU (59.7%) and US (58.5%) with searches leading to at least one click shown for each region (EU: 40.3%, US: 41.5%) in pie charts.](https://www.dacgroup.com/wp-content/uploads/2025/11/image-8.png) At the same time, automation is reshaping the paid landscape. With tools like AI Max, Demand Gen, and Performance Max, Google now determines how ads are matched and where they show, based on broad intent signals and machine learning, not specific keywords. The control marketers once had is being traded for scale, speed, and reach, but with less transparency. ![Google Ads interface showing "AI Max for Search campaigns" setup, with options for asset optimization and budget estimation.](https://www.dacgroup.com/wp-content/uploads/2025/11/image-10.png)Google AI Max shifts paid search from keyword targeting to intent-driven, broad match campaigns optimized by machine learning. Organic search is evolving too. Visibility no longer comes from targeting one keyword at a time. It comes from owning entire themes, supported by content that’s clear, structured, and optimized for machine understanding. Schema markup, headings, easily digestible content, and topical depth all factor into whether your content appears in an AI-generated response. The bottom line: the search engine results page is no longer a fixed destination. It’s a dynamic, AI-driven surface, and legacy playbooks weren’t built for it. ## A new path forward In this new search environment, adaptation isn’t a matter of optimization, it’s a matter of reinvention. To remain visible, relevant, and competitive, brands need to evolve their strategies from the ground up. That starts by breaking down internal silos. [Paid search](https://www.dacgroup.com/en-ca/services/paid-media/), [SEO](https://www.dacgroup.com/en-ca/services/search-optimization/search-engine-optimization/), [content](https://www.dacgroup.com/en-ca/services/content-strategy/), and [local presence](https://www.dacgroup.com/en-ca/services/local-presence-management/) can no longer operate as separate workstreams. Search visibility increasingly depends on how these pieces connect, how campaigns are built, how content is surfaced, and how each element responds to shifting intent. Alignment across teams and tactics isn’t just operationally efficient; it’s foundational to how search works today. It also means preparing for discovery that doesn’t follow the rules of the past. Search now includes results generated by AI, contextual ad placements, evolving SERP layouts, and conversational interfaces that users don’t click out of. To be present in this environment, brands need structured, machine-readable content. Schema markup, strategic internal linking, topical coverage, and clarity are no longer just best practices, they’re essential inputs into how visibility is assigned. Readiness also extends beyond content. Review signals, business listings, product feeds, and other first-party data are now part of how search engines understand and evaluate relevance. Fragmented or outdated data leads to missed opportunities. Clean, connected, and current infrastructure unlocks performance across all surfaces of search, not just in listings, but in ads, answers, and beyond. Measurement must also evolve. Traditional attribution models built for last-click behavior don’t reflect how users discover brands today, and according to recent data, [60% of underperforming marketers are still relying too heavily on last-click metrics alone](https://www.warc.com/content/paywall/article/warc-exclusive/short-form-video-how-to-supercharge-your-media-mix-and-drive-full-funnel-impact/en-gb/155611). Success is no longer just about traffic and conversions, it’s about presence, influence, and responsiveness across the entire search experience. This is the new baseline. And for brands that are built to adapt, it’s an opportunity to lead. ## What adaptation looks like in practice This isn’t theoretical. It’s already happening. A major US-based travel brand had long maintained strong organic visibility for a destination they had effectively “owned” in search. But over time in a highly competitive market, they began to lose ground. The search results page had changed, and traditional SEO tactics focused on high-volume keywords were no longer enough to maintain visibility. What once worked, a keyword-first strategy and a single hero landing page, was no longer delivering results. DAC partnered with the brand to completely reframe their search strategy. The goal wasn’t just to recover lost traffic but to reassert authority across the entire topic. Together with the client, we identified a wide range of content opportunities, from seasonal weather and event calendars to activities tailored to families, adventure seekers, and food lovers. To scale quickly, we used our AI content engine to support subject matter experts throughout the process. Strategy, SEO, and Creative worked side by side to ensure each piece of content aligned with user intent, followed best practices for structure and clarity, and stayed true to the brand’s voice. The results were immediate: a **54% increase in organic traffic and a 136% lift in revenue tied to that destination**. In another engagement, we analyzed how local presence influences paid search performance. Locations with more Google reviews saw a **38% higher click-through rate on paid search**. About one-third of paid search clicks went directly to local listings. Stores competing against seven or more higher-ranked locations experienced noticeable drops in CTR. Most importantly, paid search leads were strongly correlated with business outcomes, showing an **82% correlation to new customer count and 84% correlation to overall sales**. ![Mobile phone screen showing a Google search results page with sponsored listings for flower delivery services and a map of local florists.](https://www.dacgroup.com/wp-content/uploads/2025/11/image-12.png) This is what adaptation looks like: smarter content, stronger signals, and full alignment across all the surfaces of search. Search has changed, and it’s not going back. AI, new behaviors, and zero-click experiences are redefining what visibility looks like. Brands that still rely on old strategies risk falling behind. But there’s a path forward. It starts with intent, integration, and a willingness to rethink how search works. The time to adapt isn’t later. It’s now. --- https://www.dacgroup.com/insights/blog/strategy/6-things-cmos-should-expect-from-their-media-agency-in-the-age-of-ai.md --- title: "6 things CMOs should expect from their media agency in the age of AI" date: 2025-11-11 published: 2025-11-07 author: "Robert Cooney" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/11/New-blog-banner-size-_-860X430.png" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/6-things-cmos-should-expect-from-their-media-agency-in-the-age-of-ai.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/6-attentes-des-directeurs-marketing-envers-leur-agence-media-a-lere-de-lia.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/6-things-cmos-should-expect-from-their-media-agency-in-the-age-of-ai.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/6-things-cmos-should-expect-from-their-media-agency-in-the-age-of-ai.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/6-things-cmos-should-expect-from-their-media-agency-in-the-age-of-ai.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/seis-cosas-que-los-directores-de-marketing-deben-esperar-de-su-agencia-de-medios-en-la-era-de-la-ia.md" --- # 6 things CMOs should expect from their media agency in the age of AI As CMOs take on greater responsibility for AI adoption and the data decisions that come with it, it’s no longer enough for media agencies to simply buy and optimize media efficiently. The best partners are helping brands harness AI to drive measurable business outcomes, turning innovation into real impact felt across the business. Many marketing leaders I speak with feel both excited and overwhelmed by this shift. They’re being asked to make calls on data platforms, automation strategies, and creative optimization tools, areas that once sat firmly in the tech department. But it makes sense: marketing has become the most data-rich, fast-moving function in the enterprise. And it now demands agency partners who understand not just audiences and channels, but how to use AI responsibly and effectively to unlock business value. The most effective way to deliver on that promise is by combining data intelligence, rapid innovation, and operational efficiency. When those elements come together in cohesive systems where AI and humans co-create, the result is what we call [**Generative Marketing Intelligence**](https://www.dacgroup.com/insights/white-papers/generative-marketing-intelligence-a-new-way-for-innovative-brands-to-drive-efficiency-and-performance/)**,** a distinct competitive edge in today’s AI-driven landscape. Here’s what CMOs should expect from their media agency as this new reality continues to evolve. ## 1. AI-oriented data design It’s tempting to think of AI as a kind of magic black box that just needs the right question, but the truth is that the quality, structure, and description of your data will determine how intelligent your AI actually is. AI performs best when it’s armed with enough context to make informed inferences and decisions, but not so much that its “attention span” is overwhelmed by irrelevant facts. In other words, you need to make sure your data isn’t just stored, but understood. New-generation data platforms such as [Snowflake](https://www.snowflake.com/en/product/ai/) are providing excellent tools to address this, thanks in part to a semantic layer that acts as a translator between human language and machine logic. For example, when a marketer asks, “Which campaign drove the highest ROI last quarter?”, the semantic layer helps AI models understand the question and convert it into an efficient, accurate query. Constructing this layer involves defining key business concepts (metrics, dimensions, hierarchies) and then providing sample queries that teach the AI how those concepts relate to one another, bridging the gap between raw data and real-world questions. Dedicated environments like [Proove Intelligence](https://www.prooveintelligence.com/) can play a valuable role here, helping teams align data engineering with business logic to make AI outputs more relevant, timely, and actionable. ## 2. AI-powered rapid prototyping AI-powered rapid prototyping has become one of the most important tools for marketing leaders, allowing them to quickly onboard relevant datasets, experiment with new ideas, and build solutions that address immediate business questions without waiting for enterprise-scale deployments. Now, CMOs can move from hypothesis to insight in days instead of months, and test whether a new data source, model, or concept actually delivers value before committing to full implementation. The key is iteration: small, agile tests that reveal what works (and what doesn’t) long before large-scale rollout. That’s only possible when teams fully embrace AI at every layer of development. Developers now use AI tools that write, review, and optimize code in real time, accelerating build cycles and freeing teams to focus on strategy and integration instead of syntax and debugging. Non-developer power users can leverage tools like [Cursor](https://cursor.com/) to bring AI-assisted development into the hands of marketers, analysts, and strategists, empowering anyone with business acumen to help shape data-driven prototypes directly. ![A glowing digital network with the word "GUARDRAIL" and a cube logo in the center.](https://www.dacgroup.com/wp-content/uploads/2025/11/image-3.png) Likewise, visualization tools such as [Streamlit](https://streamlit.io/) allow teams to quickly generate interactive dashboards and insights, transforming complex datasets into intuitive, business-ready stories, helping diverse teams see, test, and refine AI-driven insights collaboratively. Working with an internet service provider, for example, DAC integrated broadband coverage data with real estate listings to visualize internet service availability at a hyper-local level. The resulting prototype showed which ISPs were leading in each neighborhood and why, providing actionable intelligence in days, not months. Agencies play a valuable role in enabling this kind of rapid experimentation, particularly when it comes to designing internal systems that securely connect to large language models and enterprise data environments. Tools like [**Guardrail**](https://www.dacgroup.com/tech-platforms/guardrail/) are designed to blend governance with flexibility, allowing organizations to manage permissions, ensure compliance, and select the most appropriate AI model for each task. By enforcing brand safety, managing API connections, and maintaining auditable workflows, this type of system makes sure prototypes aren’t just fast, but safe, consistent, and ready for real-world use. ## 3. AI-optimized media Today’s media experts need to apply AI both within and beyond walled garden buying platforms. On one hand, the platforms themselves have become remarkably sophisticated. Their algorithms can manage bids dynamically, respond to real-time user signals, and even assemble creative assets on the fly to deliver highly personalized composite messaging. This native AI is powerful, and when used correctly, it can drive strong performance at scale. But, as I often remind clients, platform automation has its limits. It isn’t always transparent, and its incentives don’t always align perfectly with those of the advertiser. When agencies trust these systems implicitly, they risk handing too much strategic control to black-box algorithms that may prioritize engagement over efficiency, or short-term clicks over long-term brand value. ![Logo with the text "IRIS" and a colorful four-leaf symbol above it.](https://www.dacgroup.com/wp-content/uploads/2025/11/image-4.png) That’s why agency-owned AI systems need to operate at a higher level of oversight, sitting above the platforms themselves to orchestrate the total mix. These systems analyze cross-platform performance data, adjust allocations dynamically, and provide an independent lens to ensure the best investment decisions are being made. They’re not just performance tools; they’re governance engines that keep AI decision-making accountable. This layer of oversight is also essential for financial accuracy and operational discipline. AI can manage thousands of campaign variables in real time, but if spend pacing or data reconciliation goes off course, even the smartest algorithms can produce waste. Agency systems must ensure that every impression, click, and dollar is tracked, verified, and aligned with business objectives. Tools like [IRIS](https://www.dacgroup.com/tech-platforms/iris/) Pulse, our real-time AI monitoring system, can help make this oversight possible. By continuously tracking key performance indicators (KPIs) and flagging significant deviations from plan, these systems enable teams to respond immediately, not after the fact. By combining the automation power of media platforms with the strategic intelligence and accountability of custom-built systems, agencies can create a hybrid model where AI amplifies human expertise rather than replacing it. The resulting efficiency, intelligence, adaptability, and trustworthiness is exactly what CMOs should strive towards in today’s AI-driven landscape. ## 4. AI-enhanced experience delivery Delivering a great customer experience requires both creative excellence and contextual intelligence. Properly adapting creative for each audience, journey stage, product, location, and media moment can require thousands of variants, and each version needs to feel distinct, relevant, and on-brand. Media agencies have long worked closely with creative partners to plan, test, and execute campaigns across channels, but growing demand for both speed and scale make it increasingly impractical to rely on traditional production methods. AI-driven solutions can help by extending creative’s reach rather than replacing creative talent. These systems enable teams to test, tailor, and optimize creative faster, while staying true to the brand’s visual and emotional identity. AI is also proving to be a powerful partner in interpreting creative test results. By combining performance data with a qualitative understanding of imagery, tone, and emotional resonance, AI can surface insights into why certain creative outperforms others, adding a new layer of intelligence to the creative process. This is where AI goes beyond production acceleration to become a creative intelligence engine, helping teams learn, adapt, and continuously refine creative concepts and variants. That’s the hallmark of effective experience delivery in the AI era. ## 5. AI-driven scenario planning Every CMO I speak with is feeling the same pressure: to do more with less. Budgets are tighter, expectations are higher, and every dollar of media spend must clearly contribute to business growth. So, marketers have to be able to demonstrate that investments are going toward the highest-impact activities, but achieving this clarity is harder than ever. Signal loss from privacy regulations, browser changes, and cookie deprecation continues to erode visibility. To stay ahead, CMOs need to bridge two realities: the fast-moving KPIs optimized in the short term, and the broader business impact that builds over time. That starts with identifying statistically reliable short-term signals that strongly correlate with long-term success. [Media mix modeling (MMM)](https://www.dacgroup.com/en-gb/discover/events/navigating-the-future-of-media-mix-modelling-and-audience-targeting-in-2025/) provides the foundational, cross-channel view to understand how different marketing levers interact and contribute to overall performance. Thanks to AI, these models can now be developed and updated faster, making them more accessible and actionable. In parallel, [incrementality testing](https://www.dacgroup.com/en-ca/insights/blog/none/incrementality-in-analytics-breakthrough-strategy-or-marketing-jargon/) isolates the true contribution of specific channels or tactics. Run in a structured, ongoing way, these tests reveal which activities are driving genuine growth, versus those simply capturing existing demand. The magic happens when these approaches are combined. By layering **deterministic** and **probabilistic** methods, MMM, incrementality testing, and AI-enhanced attribution modeling, teams can triangulate toward the truth with greater confidence. AI synthesizes these complex data sources, models future outcomes, and identifies the paths most likely to drive sustainable growth. ## 6. AI-enabled workflow automation AI systems are most effective when they support human–AI co-creation, not full automation. The goal isn’t to remove people from the process, but to give them smarter tools that extend their capabilities and accelerate their impact. Our human expertise remains the compass. It’s what guides the AI, shapes its prompts, hones its outputs and apply creative judgment. That’s why it’s critical to design workflows with clear intervention points: built-in moments for review, approval, and feedback that keep automation grounded in brand integrity and real-world insight. This philosophy is embedded in platforms like our IRIS platform, which includes Spaces, collaborative environments designed for ideation, content creation, data analysis, and campaign planning. These workspaces support complex, cross-functional projects, enabling media specialists, data scientists, and strategists to collaborate seamlessly. Even the AI systems themselves benefit from specialization. Instead of relying on a single model, we orchestrate networks of AI agents, each designed for specific tasks like data cleansing, creative generation, or reporting. This mirrors how modern teams work: interconnected, expert-led, and collectively intelligent. The future of workflow automation lies in this balance: people and machines working in sync, each making the other more effective, and ensuring that automation drives not only efficiency, but also better outcomes. ## Expect more from your media agency AI isn’t just about marketing automation, but a complete transformation of how marketing operates, from insights to planning to execution and optimization. CMOs are now stewards of that change, and your media agency should be your most trusted partner in making it real. At DAC, that’s exactly what we focus on: combining human creativity and AI intelligence to deliver measurable business outcomes. **Let’s talk about how DAC can help your brand harness AI for real growth.** --- https://www.dacgroup.com/insights/blog/paid-media/is-ai-eating-itself-what-model-collapse-means-for-your-marketing.md --- title: "Is AI eating itself? What “model collapse” means for your marketing" date: 2025-11-17 published: 2025-10-30 author: "Jeremy Pregent" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/10/New-blog-banner-size-_-860X430-2.png" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/is-ai-eating-itself-what-model-collapse-means-for-your-marketing.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/is-ai-eating-itself-what-model-collapse-means-for-your-marketing.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/is-ai-eating-itself-what-model-collapse-means-for-your-marketing.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/is-ai-eating-itself-what-model-collapse-means-for-your-marketing.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/is-ai-eating-itself-what-model-collapse-means-for-your-marketing.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/is-ai-eating-itself-what-model-collapse-means-for-your-marketing.md" --- # Is AI eating itself? What “model collapse” means for your marketing We all see AI everywhere in our work. It helps us write emails, create ads, and understand our customers. It is very powerful and getting more powerful by the second. But there is a big problem that not many people are talking about, and it’s a risk that could make our best AI tools much less effective, maybe even useless. This problem has a technical name: [model collapse](https://jolt.law.harvard.edu/digest/model-collapse-and-the-right-to-uncontaminated-human-generated-data). So, what is this model collapse, you ask? Imagine you have a beautiful photo. You make a copy of it with a copy machine. The copy looks good, almost perfect. Now, imagine you take that copy and make another copy from it. And then you copy that copy. Each time, the picture gets a little worse. It becomes blurry. The colors are not right. After many copies, you cannot even see what the original photo was. This is what is happening to AI. We’re currently only at the fifth copy, so the effect is not yet fully perceptible, but it *is* happening, and some say it is inevitable. ![Woman with long dark hair and a gray sleeveless top smiling, depicted in four slightly varied portraits.](https://www.dacgroup.com/wp-content/uploads/2025/10/AIEatingItself-930x430-1.png) AI models like ChatGPT learn by reading huge amounts of information from the internet. At first, this was all information created by people. But now, the internet is full of content created by other AIs. One study suggested that about [57% of all web text has been generated or translated by an AI](https://www.forbes.com.au/news/innovation/is-ai-quietly-killing-itself-and-the-internet/). That figure comes from a one-year-old article, so it is safe to assume that the figure is probably even higher today. So, new AI models are learning from the “copies” made by older AI models. Just like the photo, the quality gets worse with each new copy. The AI starts to forget the details. It starts to make mistakes.This is model collapse. It is like the AI is eating its own tail. ## How model collapse will impact marketers Why should you, a marketer, care about this? Because this problem will affect our work directly, and very soon. First, think about Google Search. Google is now using AI to give answers right on the search page. They call it [AI Overviews](https://support.google.com/websearch/answer/14901683?hl=en). This AI needs authentic, accurate information from the web to work well. But what happens when the web is full of low quality, AI generated content? AI Overviews will start giving bad answers. They will show wrong information. They will repeat the same boring ideas. People will stop trusting Google. For marketers, this is a big problem. If people cannot find our websites, our traffic will go down. Studies already show that when an AI answer appears, very few people click on the links to websites. One analysis found [a site could lose about 79% of its traffic for a query if the results appear below an AI overview](https://www.theguardian.com/technology/2025/jul/24/ai-summaries-causing-devastating-drop-in-online-news-audiences-study-finds). This is a serious threat to SEO and content marketing. Second, think about our paid advertising. Many of us use programmatic advertising to show our ads to the right people. But cheap AI content has created thousands of fake websites, sometimes referred to as “made for advertising” or MFA sites. They are full of bad articles and way too many ads. One report found that [15% of programmatic ad spending goes to these low-quality sites](https://digitalcontentnext.org/blog/2023/06/27/programmatic-advertising-has-a-quality-problem/).Our ads are showing on these terrible websites, and we are wasting part of our budgets. At the same time, [criminals are using AI to commit ad fraud](https://digiday.com/media-buying/doubleverify-report-ad-fraud-schemes-using-generative-ai-will-increase-in-scale-sophistication/). They create fake people, fake clicks, and fake engagement. It is becoming harder to know if our ads are being seen by real customers. Model collapse makes this worse because the AI we use to target ads also learns from bad data, so it creates a loop of bad decision making. ## How to mitigate the effects of model collapse Marketers cannot stop this problem alone, obviously, but we can be smart, and that means adapting our strategies sooner rather than later. ### 1. Focus on real quality In a world full of fake AI content, real human expertise is more valuable than ever. We need to [create content that is truly helpful](https://www.dacgroup.com/services/strategy/content-strategy/), original, and based on real experience. Tell real stories. Share real data. This is what people will trust, and what good AI should value. Put a bit of your soul in each piece, even in a business setting. Use a little humor to make your content more alive and personal. ### 2. Value your own data The data you collect directly from your customers, your first-party data, is like gold, it is clean and undoubtedly real. Use this data to [understand your audience and to train your own small-scale AI models](https://www.dacgroup.com/services/analytics/business-intelligence/). Do not just rely on the big models that are trained on the messy internet; leverage a big AI model’s analysis capability but feed it with curated, validated data you trust. This will create a compromise worth using. ### 3. Be a smart ad buyer Do not just try to get the cheapest ad impressions. This is the best way to end up on MFA sites. Instead, [work with good publishers](https://www.dacgroup.com/services/paid-media/). Make a list of websites you trust and tell your ad platform to only show your ads there. Ask for more transparency. The age of AI is exciting, but it has dangers. It doesn’t make you an AI-denier to question the situation and prepare for future issues. It actually makes you a valuable marketer for your brand and your clients. But make no mistake: model collapse may feel like a small problem right now, but its effects are growing every day. As marketers, we must understand it and adapt accordingly. The future will not be about who can create the most content with AI, it will be about who can create the most trusted and authentic content. My advice is to lead with quality and trust. Is my English writing as good as the latest fancy AI models? Probably not, but part of the human experience, and its core beauty, lies in the honesty of our imperfections and uniqueness. Personally, I will strive to preserve the human experience, one imperfect blog article at a time. --- https://www.dacgroup.com/insights/blog/search-optimization/agentic-commerce-and-instant-checkout-how-to-prepare-for-the-future-of-buying-in-chatgpt.md --- title: "Agentic commerce and Instant Checkout: How to prepare for the future of buying in ChatGPT " date: 2025-11-05 published: 2025-10-20 author: "Alex Hernandez" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/10/New-blog-banner-size-_-860X430-1.png" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/agentic-commerce-and-instant-checkout-how-to-prepare-for-the-future-of-buying-in-chatgpt.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/agentic-commerce-and-instant-checkout-how-to-prepare-for-the-future-of-buying-in-chatgpt.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/agentic-commerce-and-instant-checkout-how-to-prepare-for-the-future-of-buying-in-chatgpt.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/agentic-commerce-and-instant-checkout-how-to-prepare-for-the-future-of-buying-in-chatgpt.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/agentic-commerce-and-instant-checkout-how-to-prepare-for-the-future-of-buying-in-chatgpt.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/agentic-commerce-and-instant-checkout-how-to-prepare-for-the-future-of-buying-in-chatgpt.md" --- # Agentic commerce and Instant Checkout: How to prepare for the future of buying in ChatGPT  ChatGPT is no longer just answering questions, it’s closing sales. With [**Instant Checkout**](https://openai.com/index/buy-it-in-chatgpt/), users can now browse, choose, and buy products directly in the chat. Backed by OpenAI’s **Agentic Commerce Protocol**, this new feature blends product discovery, evaluation, and conversion into one seamless interaction, all without leaving the conversation. While Instant Checkout is still in beta and limited to partners like Walmart, Etsy and Shopify, the underlying protocol is open to all. That means marketers and product teams can start preparing now, from formatting product feeds to building checkout logic and payment integrations. The opportunity here isn’t just about early adoption. It’s about meeting customers where they’re already engaging with brands, and soon, that could mean completing a purchase within the same chat they used to discover the product. Teams that act now will be ready when access expands, with commerce flows already mapped and aligned. *Buy it in ChatGPT: Instant Checkout and the Agentic Commerce Protocol*## Why this matters for business, not just tech The idea of completing a purchase inside an LLM might seem like a simple extension of current technology, but it opens the door to an entirely new kind of customer experience. Instant Checkout removes the steps that usually cause drop-off: switching tabs, re-entering details, waiting for a slow page to load. Instead, the entire journey happens in one place, in real time. This kind of frictionless flow reduces barriers to conversion and increases the chances of a sale, especially for low-consideration or impulse purchases. For marketers, it opens up a new kind of channel: **conversational commerce** that’s both guided and transactional. And for brands, it means product discoverability no longer depends solely on traditional search or marketplace listings. It happens wherever the customer is already engaged. This isn’t about replacing existing ecommerce; it’s about extending it. Teams that recognize this shift can start building experiences that feel natural inside these emerging environments, rather than retrofitting old models into new contexts. ## How to prepare for Instant Checkout access Instant Checkout is still in closed beta, but the path to integration is already clear and open. At the core of this experience is the [Agentic Commerce Protocol](https://developers.openai.com/commerce/guides/get-started), a framework that lets businesses connect their commerce systems directly to ChatGPT. It’s built around three key components: - [**A product feed**](https://developers.openai.com/commerce/specs/feed), which provides up-to-date product details like title, price, images, and availability. - [**A checkout API**](https://developers.openai.com/commerce/specs/checkout), which handles real-time order creation, updates, and fulfillment. - **A payments integration**, connected via a delegated payment spec or a provider like Stripe. OpenAI has made the [full specs available](https://developers.openai.com/commerce/specs/feed), meaning any business can start assessing how their existing systems align. You don’t need to build everything today, but you can begin auditing your product catalog, mapping out your checkout flow, and identifying your payment setup. The businesses that will benefit most from Instant Checkout won’t necessarily be those with the earliest access, it’ll be the ones who understand how it fits into their infrastructure and are fully prepared when the opportunity arrives. ## Looking ahead: AI-driven commerce is already here More than just a new feature, Instant Checkout signals a shift in where and how transactions happen. As AI tools like ChatGPT evolve beyond information and into action, the boundary between conversation and commerce is disappearing. This isn’t about replacing traditional channels. It’s about adding a new one; one that’s faster, more intuitive, and embedded directly into the environments where users are already engaging. The protocol is public. The specs are live. And while Instant Checkout remains in beta, the opportunity to prepare is real. Whether adoption happens quickly or gradually, brands that have already explored Agentic Commerce Protocol will be in pole position to move with confidence, not react under pressure. AI-native commerce isn’t coming. It’s already here. What matters now is how you show up in it. --- https://www.dacgroup.com/insights/blog/search-optimization/5-aio-optimization-best-practices-every-seo-team-should-be-using.md --- title: "5 AIO optimization best practices every SEO team should be using" date: 2026-08-18 published: 2025-10-07 author: "Oliver Tani" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/10/New-blog-banner-size-_-860X430.png" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/5-aio-optimization-best-practices-every-seo-team-should-be-using.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/5-pratiques-incontournables-pour-rendre-son-contenu-visible-dans-les-ai-overviews.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/5-best-practices-zur-aio-optimierung-die-jedes-seo-team-anwenden-sollte.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/5-aio-optimization-best-practices-every-seo-team-should-be-using.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/5-pratiques-incontournables-pour-rendre-son-contenu-visible-dans-les-ai-overviews.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/5-recomendaciones-para-ia-overviews-que-todo-equipo-de-seo-deberia-saber.md" --- # 5 AIO optimization best practices every SEO team should be using Search has always been about relevance, but how it’s defined and delivered is changing fast. With Google’s introduction of AI Overviews (AIOs), search engines no longer just point users to links, they *summarize* answers directly on the results page. For brands, that means visibility is no longer just about ranking; it’s also about being included in the overview content. If your content isn’t appearing in AI-generated summaries, you may be losing influence before users ever click. That’s why optimizing for AIOs has become an essential part of modern SEO. At DAC, we tackle this challenge through a layered strategy, building on foundational SEO principles and advancing into a structured testing framework purpose-built for the AIO landscape. ## Nail the basics: traditional SEO is the foundation for AI success Optimizing for AI Overviews doesn’t start with AI, it starts with the fundamentals. Before your content can earn a place in an AI-generated summary, it must rest on a solid SEO foundation. AI systems still rely on clear structure, quality signals, and clean code to evaluate and extract meaningful answers. If your content isn’t easy for search engines to understand, it won’t surface, no matter how relevant it may be. Here are the core SEO tactics that support AI comprehension and visibility: - **High-Quality, Authoritative Content**: Create original, well-researched content that offers depth and clarity. Avoid generic or repetitive copy. - **Structured Data Markup**: Use Schema.org to tag key elements (e.g. FAQs, articles, products) so AI can interpret context and enable rich results. - **Semantic HTML and Clear Content Hierarchy**: Use proper HTML tags like

,

, and

to define structure. Avoid styling-based layouts without semantic meaning. - **Clean URL and Site Structure**: Ensure your URLs are logical and readable. Organize your site so crawlers (and users) can easily navigate. - **Topic Clustering & Internal Linking**: Group related content and link strategically between pages to signal topical authority and depth. - **Crawlability & Indexability**: Use robots.txt, canonical tags, and noindex directives thoughtfully to ensure key pages are accessible to search engines. - **Page Experience & Performance**: Prioritize fast load times, mobile optimization, and Core Web Vitals. Reduce JavaScript where possible. - **Natural Language & Entity Optimization**: Write conversationally and include recognizable entities (brands, places, people) to help AI understand your topic. These aren’t just SEO best practices, they’re the foundation AI depends on to extract, interpret, and trust your content. ## DAC’s AIO optimization testing framework Once a strong SEO foundation is in place, the next step is to optimize specifically for AI Overviews. DAC’s approach is built around a structured framework that helps diagnose where and how content should evolve to appear in AI-generated summaries. Our strategy is grounded in three pillars: - **Topical Preparation:** Identify high-potential keywords where your content already ranks well but isn’t appearing in AI Overviews. These represent realistic, near-term opportunities to gain visibility with minimal lift. - **Data Aggregation**: Collect and structure a broad set of data points, including AIO-generated content, search queries, competitor citations, and on-page formatting patterns. This helps to understand what information AI is surfacing and how it’s being structured. - **Similarity Analysis**: Use embedding technology to assess how closely your content matches the meaning behind user queries and AIO summaries. A similarity threshold of 70% or more signals strong topical alignment and highlights where to focus optimization. Together, these pillars help teams close the gap between traditional search performance and AI Overview inclusion. ## Translate testing into clear content opportunities Once AIO testing highlights where your content falls short, the next step is to turn those findings into focused, actionable improvements. At this stage, it’s not just about ranking, it’s about enhancing informational value and structural clarity. AI Overviews favour content that delivers clear, complete answers in a format that’s easy to extract. That means moving beyond keyword usage and focusing on how well your content addresses the user’s intent, both in meaning and in presentation. Here’s how to apply the insights uncovered during AIO Optimization Testing: - **Audit keyword gaps**: Focus on pages that already rank well in traditional results but don’t yet appear in AI Overviews. These are often low-lift, high-return opportunities. - **Enrich page content**: Expand coverage with in-depth explanations, definitions, and context that align with informational intent. - **Validate semantic coverage**: Use embedding-based similarity to confirm that your content meaningfully addresses related subtopics AI is surfacing. - **Tighten on-page UX**: Improve readability with short paragraphs, clear subheadings, and bullet summaries. This aligns your structure with AI’s preference for digestible content chunks. - **Iterate continuously**: AIOs evolve. Reassess frequently to adjust content as new competitors enter and AI behaviour changes. Treat every visibility gap as a signal, and every test as an opportunity to refine and strengthen your content. ## Visibility is no longer just about rankings These refinements lead directly into a broader truth: the metrics that define success in search are changing. Search engines are no longer just linking to answers, they are the answer. With AI Overviews, Google is shifting from a discovery model to a direct response model, pulling content from across the web to deliver instant summaries at the top of the results page. Visibility now means more than high rankings—it’s about being present in the content that powers AI responses. Key SEO elements are being redefined: - **Clicks** become **visibility** - **Web pages** become **content chunks** - **Keywords** become **topics** - **Backlinks** become **brand mentions** To adapt, SEO teams must focus on how AI systems interpret and reuse content. Clarity, structure, and semantic depth are now central to being *selected*, not just *found*. ## Measuring Success in the Age of AI Success in an AIO-driven landscape requires new metrics that go beyond rankings and clicks. Key indicators include: - **Answer Visibility**: How often your content appears in AI-generated overviews for key queries. - **Citation Quality**: Presence of structured elements (like FAQs or How-tos), clickable links, and clear formatting that AI can cite. - **Brand Mentions**: References to your brand across the web, even without links, which contribute to how AI evaluates authority. These signals help AI systems decide whether your content belongs in an answer, influencing users earlier in their journey, before they even click. AI Overviews are reshaping how content is surfaced, understood, and trusted. Staying visible means evolving your SEO strategy to match how AI defines relevance, not just how users search. The future of SEO isn’t about chasing rankings; it’s about being chosen. --- https://www.dacgroup.com/insights/blog/analytics/googles-think-leads-2025-ai-and-first-party-data-are-defining-the-future-of-lead-gen.md --- title: "Google’s Think Leads 2025: AI and first-party data are defining the future of lead gen" date: 2025-09-26 published: 2025-09-12 author: "Zhenya Brisker" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/09/20.png" categories: - name: "Proove Analytics" url: "/insights/blog/analytics.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/analytics/googles-think-leads-2025-ai-and-first-party-data-are-defining-the-future-of-lead-gen.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/analytics/think-leads-2025-de-google-lavenir-de-la-generation-de-prospects-a-lere-de-lia-et-des-donnees-proprietaires.md" de: "https://www.dacgroup.com/de/einblicke/blog/analytics/google-think-leads-2025-ki-und-first-party-daten-bestimmen-die-zukunft-der-lead-generierung.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/analytics/googles-think-leads-2025-ai-and-first-party-data-are-defining-the-future-of-lead-gen.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/analytics/think-leads-2025-de-google-lavenir-de-la-generation-de-prospects-a-lere-de-lia-et-des-donnees-proprietaires.md" es: "https://www.dacgroup.com/es/descubre/blog/analytics/think-leads-2025-de-google-la-ia-y-los-datos-propios-definen-el-futuro-de-la-generacion-de-los-clientes-potenciales.md" --- # Google’s Think Leads 2025: AI and first-party data are defining the future of lead gen This week in New York, Zhenya Brisker, Vice President, Digital Media at DAC, joined Google for **Think Leads 2025**, where the spotlight was on the future of lead generation and performance marketing. The overarching direction is clear: Google is doubling down on AI-powered efficiency and performance, uniting data, content, and campaign execution under smarter automation, better measurement, and more proactive support. The goal? To meet customers where they are, anticipate what they need, and streamline the path from intention to conversion. In this article, we will share with you the key insights presented at the event. ## Google’s AI Essentials 2.0: The next framework for smarter marketing Google introduced **AI Essentials 2.0**, a framework that consolidates its top AI innovations into three pillars of strength. - **Data strength**: Expanded options to onboard and connect first-party data, from website tags and offline CRM sources to enhanced data management tools. Stronger data inputs mean more reliable targeting and personalization. - **Content strength**: AI-enabled creative production across assets, images, and video, paired with SEO-centered content guidance and new creative tools like Asset Studio. This is about giving marketers the ability to generate, test, and scale creative faster. - **Performance strength**: Smarter automation in targeting and creative formats, plus greater flexibility across campaign types like Search, Performance Max, and Demand Gen. There’s also a new dimension labeled **Agentic**, reflecting Google’s push to go beyond tools. It bundles features that actively assist advertisers with expert guidance, proactive diagnostics, and tailored recommendations, moving Google closer to a true partner role in campaign execution. ## Google’s Power Pack: Supercharging lead generation To accelerate lead generation, Google unveiled the **Power Pack**, a collection of AI enhancements across Search, Performance Max, and Demand Gen. These updates are designed to broaden reach, improve creative, and give marketers more control and transparency. - **AI Max for Search** goes beyond keywords by automatically capturing untapped queries, optimizing final URLs, and enriching ad creative in real time. The goal is to surface ads where intent exists, but traditional targeting might miss it. - **Demand Gen updates** add new video capabilities, lookalike audiences, and media mix controls. This makes it easier to reach the right people across YouTube, Discover, and Gmail, while adapting content formats to match user behaviour. - **Performance Max enhancements** bring stronger asset mix recommendations, final URL expansion, and clearer reporting on search terms and channel performance, giving advertisers better visibility into how campaigns are working. By combining these upgrades, Power Pack positions marketers to capture demand more efficiently across multiple Google surfaces, while still offering the insights needed to guide strategy. ## Smarter data, sharper measurement Proving which campaigns truly drive growth remains a top priority and Google is investing heavily in tools that make measurement smarter and more actionable. - **Data Manager** centralizes first-party data from web, app, and offline CRM sources, strengthening the signals that power targeting and optimization. With the new **Data Manager API**, marketers can also build programmatic integrations for more advanced use cases. - **Lead Gen reports and suggested audiences** highlight where prospects drop off, which segments perform best, and where improvements can be made. These insights support both acquisition and retention strategies. - **Tag Gateway and Scenario Planning (Meridian Tool)** give teams more control over measurement infrastructure and the ability to model “what-if” scenarios. This helps predict how budget or media mix adjustments could impact results before committing spend. Together, these innovations give brands clearer visibility into performance and the agility to optimize campaigns with confidence. ## Reimagining search with AI-Driven ad formats Google is baking AI deeper into how people discover brands on Search. ### Ads in AI Mode and AI Overviews Text and Shopping ads can now appear within AI-driven results—those exploratory, compare-and-contrast moments that go beyond classic keyword queries. It’s added reach at high-intent research stages, but it also means creative, feeds, and measurement need to be ready for a **TotalSERP** reality. ### Smarter lead form ads New qualifying questions and conditional follow-ups filter prospects earlier, boosting lead quality and reducing sales friction. Paired with CRM integrations, this helps teams prioritize higher-value inquiries and speed time to revenue. The result is broader visibility across AI-first search experiences, combined with ad formats that prioritize **lead quality over sheer volume**. ## From tools to partnership: Google’s new support model Google is signaling a shift in how it works with advertisers, moving from a provider of platforms to a more proactive partner. - **Your Google Ads Expert** and **Your Analytics Expert** are being rolled out globally, offering ongoing optimization support, proactive diagnostics, and tailored recommendations. - In select markets, a **Marketing Advisor** is in testing, they are browser-based assistants that can troubleshoot issues, surface insights, and even interact through voice. While early, it points to a future where expert guidance is built directly into the advertiser workflow. For marketers, this evolution means less time firefighting and more time focusing on strategy. Instead of waiting for problems to emerge, brands can expect faster support, more personalized insights, and greater efficiency in campaign management. ## What this means for your digital media strategy The announcements from Think Leads 2025 highlight one clear truth: success in the year ahead will depend on how well brands embrace AI, first-party data, and agile measurement. For marketers, that translates into five practical priorities: 1. **Prioritize first-party data collection and hygiene.** Tools like Data Manager and AI Max for Search rely on clean, connected inputs. 2. **Diversify creative assets.** A wider mix of images, video, and formats ensures AI can optimize effectively across surfaces. 3. **Test new formats early.** Ads in AI Mode and AI Overviews offer competitive advantage while adoption is still low. 4. **Strengthen measurement infrastructure.** Use Tag Gateway, scenario planning, and new reporting to track what truly drives impact. 5. **Budget with agility.** Tools like Meridian allow teams to forecast spend and reallocate quickly as performance shifts. For brands, the path forward is about more than adopting new tools, it’s about building the agility to anticipate, adapt, and act with confidence in a fast-changing landscape. --- https://www.dacgroup.com/insights/blog/paid-media/google-think-retail-2025-how-ai-is-rewriting-the-rules-of-holiday-retail.md --- title: "Google think retail 2025: how AI is rewriting the rules of holiday retail" date: 2026-08-31 published: 2025-09-11 author: "Felicia DelVecchio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/09/21.png" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/google-think-retail-2025-how-ai-is-rewriting-the-rules-of-holiday-retail.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/google-think-retail-2025-quand-lia-redefinit-les-achats-du-temps-des-fetes.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/google-think-retail-2025-wie-ki-die-regeln-des-weihnachtsgeschaefts-neu-bestimmt.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/google-think-retail-2025-how-ai-is-rewriting-the-rules-of-holiday-retail.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/google-think-retail-2025-quand-lia-redefinit-les-achats-du-temps-des-fetes.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/google-think-retail-2025-la-ia-reescribe-las-reglas-en-el-retail-para-la-temporada-de-compras-navidenas.md" --- # Google think retail 2025: how AI is rewriting the rules of holiday retail This week, Felicia Delvecchio, Vice President, Media, and Zhenya Brisker, Vice President Digital Media at DAC are attending Google’s Think Retail 2025 event, where the spotlight is on how AI is transforming the holiday shopping season and beyond. From new ad solutions to creative tools and measurement upgrades, [Google shared innovations designed to help brands connect with shoppers and drive impact](https://business.google.com/us/accelerate/announcements/retail-recap/?). Here’s our recap of the key announcements. ## Shoppers’ Behavior Is Changing And AI Is the Unlock The way people shop has fundamentally shifted. Consumers are still spending, but they’re approaching the holiday season — and retail in general — with far more intentionality than in years past. What was once impulse-driven is now deliberate. Value is no longer just about price; it’s a more nuanced equation: **value = price + confidence + convenience**. This shift in mindset changes everything for marketers. People are starting their holiday shopping earlier, spanning a longer window that stretches from October to January. On average, they engage with more than five touchpoints during the journey, and Google and YouTube are part of nearly every one. As the retail path to purchase gets more complex, what’s clear is that brands can’t afford to leave discovery up to chance. This is where AI becomes the unlock. Google is embedding artificial intelligence directly into the consumer journey, from natural language queries, to visual and voice search, to AI Overviews that now appear prominently in Search. These tools aren’t just tech upgrades, they’re changing how people find, evaluate, and act on information. For brands, it means there’s now an opportunity to show up with precision and relevance much earlier in the funnel, before a customer even searches with buying intent. Understanding those shifting touchpoints also means paying attention to the content shoppers interact with along the way. People may watch a video, listen to a product discussion, read through information, and return to the same content later before making a decision. AI can help businesses handle this growing volume of material by turning recorded conversations and videos into usable text that is easier to review and organise. One practical example is [ClipTo](https://www.clipto.com), which uses AI to transcribe spoken content and make information from recordings easier to work with. This can be useful when businesses need to review customer conversations, interviews, product discussions, or other recorded material while trying to understand what people are interested in. Making that information easier to access can give teams more context around customer behaviour without adding another lengthy manual task to the process. ## New AI-Powered Ad Solutions Google is rolling out a slate of ad innovations that reframe how brands approach search and performance media. These updates lean on AI to simplify complexity, expand reach, and make campaign management more adaptive during high-demand moments. The first big development is **AI Max for Search**. This tool goes beyond keyword targeting by automatically capturing a wider range of unpredictable queries. The impact is measurable: advertisers using AI Max are already seeing 27% more conversions compared to keyword-only setups, thanks to its ability to personalize ads and landing pages on the fly. Ads are also being integrated directly into **AI Overviews and AI Mode** within Search. This marks a fundamental change in how results are presented to consumers, with products and messaging now visible in the exact moments when people are researching options. For marketers, success will depend on optimizing across the TotalSERP, treating every surface (organic, Shopping, AI, and paid placements) as part of one unified customer experience. Budget management is also evolving. With **campaign total budgets**, Google can automatically pace spend around critical retail surges — like Black Friday or holiday shipping cutoffs — ensuring investment aligns with real-time demand. Instead of manually adjusting daily budgets, advertisers can set guardrails and let the system flex where it matters most. On the audience side, Google introduced new **prospecting and retention controls**. Brands can now exclude recent engagers to focus only on net-new audiences, while loyalty retention mode leverages CRM data to keep existing customers close. When paired with **New Customer Acquisition** goals, marketers gain a more precise way to balance growth and retention, critical for holiday periods when efficiency and scale must coexist. ## Creative & Shopping Upgrades Today’s shoppers expect more than just seeing an ad — they want creative that feels fresh, relevant, and easy to connect with. Google unveiled a set of new tools designed to help retailers transform product feeds and creative assets into compelling, shoppable experiences at speed. At the foundation is a **revamped Merchant Center**, now equipped with stronger product insights and improved feed quality checks. This makes it easier to ensure accurate, high-quality data flows across campaigns, while also simplifying omnichannel integration so retailers can better connect online and in-store offerings. On the creative side, **Product Studio** uses AI to instantly generate seasonal images, backgrounds, and product shots, allowing brands to refresh visuals without lengthy production timelines. The result is a more agile content pipeline, where assets can be quickly updated and deployed across Search, Shopping, Display, and Video. Google is also bringing **video into Merchant Center**. Brands can now link site or social videos to their product listings, with AI automatically detecting featured items and making them shoppable. This is a powerful step toward blending storytelling and commerce, ensuring that video content works harder to drive discovery and conversion. Together, these upgrades empower retailers to deliver experiences that keep pace with shopper expectations, and to do it at the speed the holiday season demands. ## YouTube as Performance TV YouTube has long been a leader in streaming and culture, but it’s now equally a driver of performance. With over 200 billion daily Shorts views and its position as the #1 streaming platform, it’s where audiences spend their time — and where brands can spark measurable demand. Google’s updates make YouTube more actionable than ever. **Demand Gen campaigns** now optimize for outcomes like store visits and app installs, while the **Creator Partnerships Hub** makes it easier to activate trusted voices at scale. Perhaps most significant is the rollout of **Branded Searches** (formerly Attributed Brand Searches). This feature proves how YouTube, PMax, and Demand Gen fuel incremental brand demand across Search and YouTube, directly linking cultural influence to conversion. In short, YouTube has evolved from a branding channel into performance TV, one that connects storytelling, shopping, and measurable results in a single ecosystem. ## Data & Measurement to Prove ROI With so many new surfaces and AI-driven experiences reshaping the shopper journey, proving impact has never been more important. Google is addressing this challenge with upgraded tools that bring together data sources, enable deeper testing, and provide clearer forecasting. **Data Manager and Tag Gateway** make it easier to unify site, app, store, and CRM signals, ensuring AI models run on stronger, more consistent inputs. For campaign performance, **incrementality experiments** now require as little as $5K in spend, while **Meridian MMM** provides a modern take on marketing mix modeling to guide smarter allocation. To support agility, **cross-channel forecasting in Google Analytics** shows where budgets are working hardest, enabling mid-season pivots when demand spikes or shifts. These updates give marketers the confidence to measure real lift, adjust quickly, and demonstrate ROI in a more complex retail landscape. ## Google Holiday Playbook To help retailers put these innovations into action, Google outlined a clear playbook for the 2025 holiday season, one built around speed, creativity, and measurable impact. - **Search:** Run AI Max campaigns with New Customer Acquisition goals, and use campaign total budgets to flex spend during peak shopping moments. - **Creative:** Leverage Product Studio to quickly refresh visuals and seasonalize product feeds without long production timelines. - **YouTube:** Treat YouTube as performance TV — prioritize Demand Gen, Shorts, creator collaborations, and shoppable CTV to drive both reach and conversions. - **Measurement:** Track Branded Searches to prove the halo effect of YouTube and PMax, and use incrementality tests to validate true lift. The underlying message is clear: holiday winners will be those who use AI not to predict consumer behavior, but to capture demand wherever and however it emerges. By meeting shoppers seamlessly across Google and YouTube, proving value through smarter measurement, and scaling creative with agility, retailers can move into the 2025 holiday season — and beyond — with confidence. Alongside Google’s recommendations, we’ve outlined our own perspective in the **[2025 Q4 Strategy Playbook](https://www.dacgroup.com/insights/white-papers/the-2025-q4-strategy-playbook-winning-in-a-shifting-us-holiday-market/)**, built to help retailers navigate the shifting U.S. holiday market with confidence. --- https://www.dacgroup.com/insights/blog/strategy/how-marketing-intelligence-is-evolving-and-what-comes-next.md --- title: "How marketing intelligence is evolving—and what comes next" date: 2026-10-21 published: 2025-09-09 author: "Dan Temby" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/09/Insight-feature-image-600-X-625px-1.png" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/how-marketing-intelligence-is-evolving-and-what-comes-next.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/intelligence-marketing-son-evolution-et-ce-qui-vient-apres.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/how-marketing-intelligence-is-evolving-and-what-comes-next.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/how-marketing-intelligence-is-evolving-and-what-comes-next.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/intelligence-marketing-son-evolution-et-ce-qui-vient-apres.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/149317.md" --- # How marketing intelligence is evolving—and what comes next Marketing teams today are feeling the squeeze from every direction. Budgets are under pressure, privacy rules are tightening, and the demand for growth hasn’t eased up. More than ever, you are being asked to deliver *more*—more precision, more personalization, more performance—while using less. At DAC, we see this constraint not as a roadblock, but as a strategic opportunity. These challenges have driven us to build [IRIS](https://www.dacgroup.com/tech-platforms/iris/), our generative AI-native platform that transforms noise into clarity. Powered by what we call generative marketing intelligence (GMI), IRIS helps brands turn complexity into confident decision-making—and ultimately, stronger, more scalable results. ## What is generative marketing intelligence? IRIS is more than a planning tool or analytics dashboard. It’s built on a foundational framework that combines four core inputs: data, context, DAC’s internal expertise, and AI-powered modeling. This combination—GMI—allows teams to surface strategic opportunities, validate direction, and make confident, insight-backed decisions in less time. The value lies not just in automation, but in orchestration. IRIS pulls together disparate datasets, business rules, historical insight, and marketing best practices to deliver [media](https://www.dacgroup.com/services/paid-media/) and [content strategies](https://www.dacgroup.com/services/content-strategy/) that are tuned to real market conditions and audience behavior. The platform’s intelligence layer doesn’t just analyze the past; it actively informs what to do next. ## Simplifying complexity from start to finish As modern marketers, you are asked to connect dozens of dots: audience signals, media channels, creative assets, timelines, and budgets. IRIS simplifies that entire process. It begins with [audience-first planning](https://www.dacgroup.com/services/strategic-audience-market-insight/), allowing you to upload segmentation files that serve as a foundation for analysis. Those inputs are then mapped against a wide set of dimensions, including geographic, demographic, behavioral, psychographic, and more. Using GMI, IRIS identifies high-value combinations and recommends media channels and tactics to match. Suggestions are tailored to the specific needs of each audience group and built to deliver measurable results across both brand and performance KPIs. The output is a full-funnel strategy that’s rooted in reality: where your audience is, how they behave, and what will actually resonate. ## From data to decision: One platform, many roles One of the platform’s biggest advantages is its ability to integrate—and interpret—data across systems. IRIS ingests audience insights, CRM signals, media performance metrics, and trusted third-party datasets to create an informed, centralized view. Then, it distills that complexity into channel and tactic recommendations you can act on right away. Instead of jumping between platforms or making decisions in silos, you get an integrated planning environment that reflects the full picture. Whether you’re planning a national launch, a hyper-local campaign, or an always-on program, IRIS gives you the visibility and structure to execute with confidence. !["Allocate Journey Stages budgets" interface with budget allocations for different stages: Feeling (Initial) $0, Thinking $8,000,000 (40%), Planning $0, Doing $12,000,000 (60%), and Feeling (Deeper) $0. Constraints and channels are listed for some stages.](https://www.dacgroup.com/wp-content/uploads/2025/09/image.png)The journey stages screen in IRIS provides a clear view of audience engagement across key touchpoints. That kind of adaptability is essential in today’s landscape, where the pace of change outpaces traditional planning cycles. IRIS is designed to be nimble; new data sources can be onboarded quickly, and insights are delivered in formats that are intuitive and easy to socialize across teams. Upcoming features like knowledge cards will take this further, surfacing bite-sized, relevant takeaways at just the right moment, making marketing intelligence even more accessible. ## Unlocking speed without sacrificing strategy IRIS also changes how teams work. Repetitive tasks—like mapping targeting criteria to channel tactics or formatting multi-market budget plans—are automated. This frees up strategists, planners, and creatives to focus on what matters most: innovation, refinement, and long-term brand growth. And it’s not just about speed. It’s about creating conditions for better thinking. As SVP of Client Strategy **Nasser Sahlool** puts it: *“It allows people to move beyond the functions they’ve historically been limited to. It lets us be smarter because it frees up the space and time for people to actually think.”* When you are empowered to step back from the churn of execution, you’re able to see the broader picture and make more impactful moves. How a telecom brand transformed its media strategy To see this in action, look no further than a regional telecom provider. The brand had been investing broadly across major markets without the insights needed to optimize. With IRIS, DAC integrated subscriber data and census inputs to evaluate opportunities at the postal-code level. ![Circular chart showing custom budget allocations for categories like "Seattle," "Direct Sales," "Early Adopter," and "Influencer," with a tooltip displaying a budget amount for "Influencer." A list on the right mirrors the chart's categories.](https://www.dacgroup.com/wp-content/uploads/2025/09/image.jpg)Custom allocations in IRIS help you fine-tune media investments at a hyper-local level. This granular view allowed the team to develop a highly localized media strategy that prioritized high-value areas without increasing the overall budget. The client gained precision and efficiency in equal measure, transforming a static media plan into a flexible, performance-focused framework. In the past, this level of insight would have required costly research or external consultants. With IRIS, it happened within days *and* within budget. ## The future of intelligent marketing You aren’t looking for more dashboards or more data. You’re looking for clarity. You’re looking for partners who can help you make smarter, faster decisions across every touchpoint. That’s where [IRIS](https://www.dacgroup.com/tech-platforms/iris/) shines. The platform was designed with magnetic utility at its core: if something genuinely makes your work easier, it doesn’t need a sales pitch—it just works. And that’s the impact IRIS delivers every day: less friction, sharper thinking, and clearer paths to measurable growth. Or, as Nasser put it, “In a budget-constrained world, we’re finally able to deliver better, faster, and more affordably—all at the same time.” IRIS represents a shift not just in how marketing intelligence is delivered, but in how it’s used. It’s not about adding complexity. It’s about clearing the path forward. --- https://www.dacgroup.com/insights/blog/search-optimization/2025-ai-serp-changes-new-strategies-to-gain-local-search-visibility.md --- title: "2025 AI SERP Changes: New strategies to gain local search visibility" date: 2025-09-26 published: 2025-09-03 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/09/New-blog-banner-size-_-860X430.png" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/2025-ai-serp-changes-new-strategies-to-gain-local-search-visibility.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/levolution-des-resultats-de-recherche-locaux-en-2025-avec-lintelligence-artificielle-quelles-strategies-adopter-pour-gagner-en-visibilite.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/2025-ai-serp-changes-new-strategies-to-gain-local-search-visibility.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/2025-ai-serp-changes-new-strategies-to-gain-local-search-visibility.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/levolution-des-resultats-de-recherche-locaux-en-2025-avec-lintelligence-artificielle-quelles-strategies-adopter-pour-gagner-en-visibilite.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/la-ia-cambia-la-serp-en-2025-nuevas-estrategias-para-potenciar-la-visibilidad-en-las-busquedas-locales.md" --- # 2025 AI SERP Changes: New strategies to gain local search visibility *This article was originally published in partnership with [Search Engine Journal](https://www.searchenginejournal.com/2025-ai-serp-changes-dac-spa/553864/) on their website.* The new reality of search and brand discovery requires an [Enterprise-to-Local strategy](https://www.dacgroup.com/services/location-optimization/). Traditional keyword-driven search engine results pages (SERPs) are being disrupted by AI-driven experiences that anticipate, summarize, and even act on users’ needs. As generative AI tools like Google’s AI Overviews and platforms such as Perplexity become more prominent in the Search journey, the marketer’s task expands: It’s no longer just about ranking well on Google but being visible wherever decisions begin. For multilocation businesses, this presents both a challenge and an opportunity. AI is flattening the competitive playing field, restructuring what influences purchasing decisions, and automating formerly human-led interactions. Here are four key takeaways to help local marketers understand what’s changing, what strategies are needed right now, and what the future holds. ## Strategy 1. You must navigate Google’s AI-first search experience to stay visible Google’s inclusion of AI Overviews has introduced an entirely new kind of SERP. These AI-generated summaries often sit atop the page, pushing traditional blue links down. Unlike the 10-blue-link layout of old, AI Overviews synthesize answers across sources, citing a few but effectively removing the need to click. ### What to look for, learn about, and incorporate Google’s AI Mode, now available as a Labs experiment, prioritizes user intent by stitching together information to answer nuanced queries (e.g., “best affordable Thai near me for a date”) into a conversational response. For [local queries](https://www.dacgroup.com/services/search-optimization/local-seo/), it factors in: - proximity - reputation - content sentiment - [cited content](https://www.dacgroup.com/insights/blog/search-optimization/the-google-march-2025-core-update-rollout-is-complete-and-ai-mode-is-live-in-labs/) ### What no longer works Structured data or map pack signals alone do not supply enough context to be recognized in a modern AI-first search experience. ## Strategy 2. Adopt an Enterprise-To-Local strategy to capture both informational and local intent DAC’s [study of over 700 real SERPs across four major verticals](https://www.dacgroup.com/insights/white-papers/ai-overviews-vs-the-maps-packan-analysis-of-how-query-intent-variation-affects-google-serp-features/) (Apparel, Auto Services, Financial Services and Insurance, and Home Services) revealed a clear divergence between the kinds of queries that trigger AI Overviews (AIOs) and those that surface the traditional Maps Pack. Only 1% of queries triggered both features in the same SERP. When both appeared, the AIO came first, pushing the Maps Pack below the fold. ### What to look for, learn about, and incorporate AIOs dominate [informational queries](https://www.dacgroup.com/insights/blog/search-optimization/the-dawn-of-nlweb-what-it-is-why-it-matters-and-how-to-respond/), while Maps Packs dominate transactional or locational ones: - Queries beginning with question words (“how,” “why,” “what”) triggered AIOs 28% of the time, but Maps Packs <1%. - “Near me” queries triggered Maps Packs 100% of the time and **never** triggered an AIO. - Pluralized terms (e.g., “jackets”) were more likely to trigger AIOs than singular or specific terms. Marketers, especially those managing multilocation brands, need a bifurcated strategy: ### For AI Overviews - **Invest in** **informational content** that addresses common customer questions. - **Ensure that content is** **structured, educational, and aligns with [E-E-A-T principles](https://www.dacgroup.com/insights/blog/search-optimization/5-realistic-insights-into-generative-ais-impact-on-search-and-seo/)** (Expertise, Experience, Authoritativeness, Trustworthiness). - **Use clear question-answer formatting** to increase chances of AIO inclusion. ### For Maps Pack visibility - Optimize your [Google Business profile](https://www.dacgroup.com/services/location-optimization/local-presence-management/) - Encourage reviews and manage responses - Create localized landing pages with clear CTAs and schema markup - Use local backlinks and citations to build trust ## Strategy 3. Gain visibility in alternate search experiences with a distributed content footprint Many users, especially younger generations, are increasingly bypassing traditional search engines altogether. Inject your brand into new channels and open your windows and doors to complete visibility. **Perplexity AI** has seen a remarkable rise in adoption, with around [22 million monthly active users in 2025](https://www.demandsage.com/perplexity-ai-statistics/), positioning it as a major alternative search platform. Perplexity can geolocate the user and surface locally-relevant searches through its own web crawling, but also offers specific Local Search functionality that is enriched by a Yelp integration, and a restaurant booking capability that integrates with OpenTable – highlighting the importance of strong business listing data partnerships for any AI-based search that wishes to challenge Google’s dominance. **Reddit** has become a trusted resource for recommendations, given the importance consumers are placing on social proof. Reddit commands strong loyalty among younger users, with over [70% of its user base being Millennials or Gen Z](https://www.socialplug.io/blog/reddit-statistics). Its long-lasting content delivers value over time; [34% of Reddit posts continue to be viewed more than a year after posting](https://redditinc.com/blog/the-reddit-ripple-effect-new-research-reveals-that-community-conversations-drive-purchase-decisions). While Reddit does not offer an explicitly local search function, local business discovery is discussion-based. Local content can be prioritized in the interface through the user’s geolocation, and explicitly local subreddits (e.g., r/Vancouver) can become forums for brands to build authentic connections with local customers. **TikTok** is also a strong contender. A 2024 Adobe study revealed that [64% of Gen Z and 49% of Millennials have used TikTok as a search engine](https://www.adobe.com/express/learn/blog/using-tiktok-as-a-search-engine). While TikTok does not provide a maps-based search, its “Nearby” feed supports the discovery of content posted by local creators. TikTok is currently testing an experimental feature that will place user-generated reviews into the Comments section when a place or local business has been tagged in the content. In this way, TikTok can support local brand discovery through a blend of metadata, location tagging, and algorithmic signals. TikTok’s rapidly evolving paid search capabilities also support geotargeting as granularly as the zip code level. The generational differences in Search behavior are clear. Gen Z often turns to TikTok and Reddit for inspiration and discovery rather than Google. Millennials blend traditional, AI-assisted, and visual search, while Gen X and Boomers still lean toward Google, though they’re increasingly open to AI-generated summaries. ### What to look for, learn about, and incorporate To reach these diverse platforms and audiences requires tailored content. Video-first assets optimized for TikTok, Reels, and YouTube cater well to short-form, visual-first consumption. On forums such as Reddit and Quora, building textual credibility through authentic, conversational answers is key. Pinterest thrives on visuals and moodboards, while FAQs, how-to guides, and structured content (with schema markup) are crucial for AI engines that reward clear, structured information. In this evolving landscape, marketers must build a distributed content footprint to ensure a presence wherever people are searching, and where AI tools may source it. As AI platforms increasingly summarize content from various social and community channels, your brand’s participation in those discussions becomes essential, not just for visibility, but to be cited accurately. ## Strategy 4. Prepare for the future of agentic local search We are entering the agentic era, where users don’t just search, they delegate. Google’s experimental “Call with AI” feature allows users to let an AI assistant call local businesses on their behalf. This transforms search from a real-time human task into an asynchronous agentic process. ### Key impacts - **Proximity matters less:** If AI finds a better deal 20 minutes away, you may be willing to make the trip - **Price pressure increases:** Transparent price comparisons and AI-led negotiations could initiate a race to the bottom - **“Vibes” matter less:** Warm greetings won’t influence the AI. Decision-making shifts from emotional to transactional. - **Big brands lose leverage:** Without human biases for logos or familiarity, small businesses can compete if they meet the decision criteria ### Operational challenges - **Call volume may spike**, but **call value drops**; your business could receive 100 AI-generated inquiries while winning only a few sales. - **Unanswered calls = lost sale**. AI agents will move on quickly if a call goes unanswered. - **Scalability issues:** AI can contact 100 businesses in seconds. Human-staffed phones can’t scale similarly. ### Long-term adjustments - **Structured pricing data** must be public and machine-readable. - **Agent-to-agent negotiation** will require new infrastructure, with bots communicating with each other to confirm inventory and schedule appointments. - **Local search becomes asynchronous:** Agents might initiate requests at midnight and complete transactions during business hours, with no human involved. ### Evolving local search, enduring foundations There has been a seismic shift in how users discover brands and make decisions. Businesses, especially multilocation enterprises, must adapt to a new hybrid model where visibility is dictated by both informational depth and local precision. ### What’s changing - **AI reshapes SERPs:** Google’s AI Overviews and AI Mode prioritize synthesized answers and intent-matching over clickable links, reducing organic link visibility. - **Query types split visibility paths:** Informational queries are now more likely to trigger AI Overviews, while transactional/local queries still favor Maps Packs; rarely do both appear together. - **New platforms drive discovery:** Reddit, TikTok, Perplexity, and Pinterest are no longer fringe sources – they are now primary discovery tools for younger generations. - **Agentic search emerges:** Users increasingly **delegate** tasks to AI (e.g., “Call with AI”), reshaping search from human-led interactions into asynchronous, bot-to-bot transactions. - **Operational pressure increases:** Businesses must prepare for surges in AI-driven interactions, increased price competition, and reduced influence of brand familiarity or emotional cues. ### What’s staying the same - **Relevance and trust still rule:** Google’s EEAT ranking principles remain crucial for AI visibility. - **Local optimization is still vital:** For transactional/local intent, the Maps Pack remains dominant. Accurate business listings, reviews, and structured local content continue to impact discoverability. - **Content matters:** Informational, structured, and platform-tailored content remains the cornerstone of any successful visibility strategy, only now must it live across multiple channels and formats. - **Brand credibility drives citations:** AI systems rely on trustworthy sources, so being the “answer” in AIOs or Perplexity depends on being referenced as a reputable, visible voice across the web. To thrive in this transformed landscape, **marketers must double down on creating a distributed content footprint, intent-driven optimization, and** **technical readiness for AI delegation**, while still leaning on the fundamentals of trust, relevance, and local authority. At DAC, we help brands thrive in this complexity with strategies that balance **informational depth, local precision, and future-ready adaptability**. Our recent analysis of **700+ SERPs across four major industries** reveals how AI Overviews and Maps Packs divide visibility and what multilocation brands must do to capture both. If you’re ready to turn today’s search disruption into tomorrow’s growth, [get the full insights in our new white paper](https://www.dacgroup.com/insights/white-papers/the-2026-local-ai-search-readiness-playbook-6-questions-every-multi-location-brand-must-answer-to-win/). --- https://www.dacgroup.com/insights/blog/paid-media/ai-max-and-the-next-chapter-of-paid-search.md --- title: "AI Max and the next chapter of paid search" date: 2025-08-26 author: "Jenna Watson" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/08/GoogleAIMax-860x430-1.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/ai-max-and-the-next-chapter-of-paid-search.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/ai-max-un-nouveau-chapitre-pour-la-recherche-payante.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/ai-max-und-die-weiterentwicklung-der-bezahlten-suche.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/ai-max-and-the-next-chapter-of-paid-search.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/ai-max-un-nouveau-chapitre-pour-la-recherche-payante.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/ai-max-y-el-proximo-capitulo-de-la-busqueda-pagada.md" --- # AI Max and the next chapter of paid search Search advertising is entering a new chapter, one where AI is no longer just a supporting tool, but a driving force in how campaigns are built and optimized. Google’s latest step in this evolution is AI Max, an automated, AI-driven search format with the potential to fundamentally change how brands capture demand. But, as with any new platform, the key question isn’t just what it promises, but how it performs in practice. At DAC, we’ve had the opportunity to test AI Max with a variety of clients, campaign types, and industries. This hands-on experience has shown us both the opportunities and the limitations of this new approach; insights that are helping us shape a clear point of view on how advertisers should think about AI Max today. ## Inside AI Max: a new direction for search advertising AI Max is Google’s newest experiment in [automating paid search](https://www.dacgroup.com/services/paid-media/digital-media/programmatic-display/). Still in beta, the format is designed to simplify campaign setup and expand reach by using machine learning to handle many of the tasks advertisers typically manage manually. Instead of relying solely on carefully selected keywords, AI Max combines broad match targeting with AI-driven “keywordless” matching to connect ads to queries that may not be part of an existing keyword set. One of the key promises of AI Max is its ability to build and optimize creative in real time. Though other Google Ads products, like Performance Max, also assemble creative real-time, AI Max uses different inputs. It automatically generates ad copy using existing assets and website content, and selects the landing page it believes is most relevant to the user’s intent. In theory, this allows campaigns to capture incremental demand that traditional search strategies might miss, while ensuring a relevant user experience. For advertisers, AI Max represents another step in the shift Google’s been taking towards automated ad types. It moves search away from being purely keyword-driven toward a more fluid, AI-led model. The promise is efficiency and scalability, but, as with any automation, it requires close monitoring to ensure that performance aligns with brand goals. ## The upside: Where AI Max shines Early testing shows that AI Max can be a powerful driver of scale and efficiency, particularly for campaigns operating at a national or regional level. By leaning on broad match and AI-driven query matching, it opens the door to audiences that might not be captured through traditional keyword strategies. This often translates into higher impressions, more clicks, and ultimately more leads. One of the most consistent benefits we’ve observed is cost efficiency. In several cases, campaigns using AI Max have achieved lower CPCs and a reduced cost per lead compared to standard non-brand search. These gains are especially meaningful in competitive categories where incremental improvements can translate into significant budget savings. AI Max also brings value in its ability to unlock growth in underperforming areas. By surfacing queries and audiences outside of a brand’s existing keyword set, it can generate incremental lead volume that adds meaningful reach to established campaigns. For advertisers seeking new ways to extend performance, AI Max has thus far demonstrated clear upside. ## Navigating complexities: Key challenges and considerations While AI Max has shown promise, our testing also highlights areas where caution is warranted. For example, performance is not uniform across all campaign types. In hyper-local or smaller-budget campaigns, results can be inconsistent, with some locations seeing reduced lead volumes and higher costs per lead. This suggests that AI Max may be better suited to campaigns operating at scale rather than highly targeted, localized efforts. Traffic quality is another concern. Because AI Max expands well beyond predefined keyword lists, it sometimes matches to queries that are irrelevant or only loosely related to a brand’s objectives. In some cases, relevancy has hovered around 50%, requiring frequent reviews and manual intervention to protect efficiency. Left unchecked, this can lead to wasted spend and weaker engagement. There are also limitations around customization and targeting accuracy. Advertisers who prioritize strict control over brand messaging often decide against using AI Max’s automated text and URL features, which can constrain the platform’s potential. Even with these settings, we’ve observed issues such as brand/non-brand “bleed” and ads appearing for branded terms in unintended languages, despite having correc language settings enabled. Finally, advertisers need to be mindful of the trade-off between lead volume and lead quality. While AI Max often improves cost per lead and expands reach, the incremental conversions it generates are not always aligned with deeper-funnel goals. More leads don’t necessarily equate to better business outcomes, a nuance that makes active monitoring essential. ## Where AI Max needs to improve For AI Max to evolve into a tool that consistently delivers value, greater control and precision will be essential. Advertisers need more flexibility to customize ad copy and landing pages without compromising brand safety or diluting messaging. The current limitations often leave teams choosing between automation and control, when in practice, both should coexist. Alongside customization, greater precision in query matching is another area that requires attention. Because AI Max can sometimes surface irrelevant or off-target queries, advertisers are forced into constant monitoring to maintain efficiency. By tightening these mechanisms, Google could improve traffic relevancy and reduce wasted spend, helping advertisers spend less time fixing mismatches and more time optimizing for growth. Beyond controls and improved matching controls, advertisers will also need clearer guidance for this to become a ubiquitous ad type. Today, best practices for when and how to deploy AI Max are still emerging, which can make adoption a costly trial-and-error process. Providing more transparency around campaign types, budgets, and objectives that align best with AI Max would help advertisers use the platform with greater confidence and less risk. ## Finding the right balance with AI Max AI Max is an ambitious step forward for search advertising, and its potential should not be underestimated. Early testing demonstrates that it can drive scale, efficiency, and incremental growth in ways traditional search sometimes cannot. But the same testing also shows that automation alone is not a guarantee of better outcomes. The reality is that AI Max works best when paired with active human oversight. Advertisers who treat it as a “set and forget” solution risk wasted spend, diluted brand messaging, or traffic that doesn’t align with business goals. Success comes from balancing the platform’s automation with deliberate, hands-on management, ensuring that efficiency gains do not come at the expense of quality. At DAC, our perspective is grounded in experience: AI Max can be a valuable complement to existing search strategies, but it is not yet a one-size-fits-all solution. By testing responsibly, monitoring performance closely, and protecting brand integrity at every step, advertisers can explore its promise while avoiding its pitfalls. In short, approach AI Max with optimism, but always with control. --- https://www.dacgroup.com/insights/blog/search-optimization/the-dawn-of-nlweb-what-it-is-why-it-matters-and-how-to-respond.md --- title: "The dawn of NLWeb: What it is, why it matters, and how to respond" date: 2025-07-28 author: "Jenna Watson" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/07/New-blog-banner-size-_-860X430-2.png" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/the-dawn-of-nlweb-what-it-is-why-it-matters-and-how-to-respond.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/the-dawn-of-nlweb-what-it-is-why-it-matters-and-how-to-respond.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/the-dawn-of-nlweb-what-it-is-why-it-matters-and-how-to-respond.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/the-dawn-of-nlweb-what-it-is-why-it-matters-and-how-to-respond.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/the-dawn-of-nlweb-what-it-is-why-it-matters-and-how-to-respond.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/the-dawn-of-nlweb-what-it-is-why-it-matters-and-how-to-respond.md" --- # The dawn of NLWeb: What it is, why it matters, and how to respond A new open-source protocol from Microsoft may reshape how users interact with websites—and how websites respond. Announced at the Build 2025 conference, [NLWeb (Natural Language Web)](https://news.microsoft.com/source/features/company-news/introducing-nlweb-bringing-conversational-interfaces-directly-to-the-w)signals a move toward making web experiences more conversational. Rather than clicking through layers of navigation, users could soon ask questions in plain language on a brand’s website—not a third-party chatbot—and receive tailored, relevant responses. This isn’t just a new way to search; it’s a potential redefinition of how websites are built, optimized, and measured. NLWeb builds on existing web standards but extends their function in a way that could change how both people and AI agents access content. In this article, we’ll break down what NLWeb is, how it works, and why it matters. We’ll also explore the implications for SEO, user experience, analytics, and what businesses should start doing today to be ready for what comes next. ## A natural language interface for any website NLWeb, short for Natural Language Web, is an open-source protocol introduced by Microsoft. Its goal is to allow websites to support natural language queries, turning static content into something users and AI agents can search and interact with conversationally. Unlike traditional navigation menus or keyword-based site search, NLWeb enables users to type or speak full questions directly on a website. These questions are answered by drawing on the site’s structured content, including [Schema.org](https://schema.org/) markup, sitemaps, and RSS feeds. In other words, it leverages content that many websites already have, but adds a new way to access it through everyday language. The real innovation lies in how this model treats a website. With NLWeb, a site is no longer just a destination for users to explore. It becomes a source of information that can be queried programmatically, not only by people but also by AI systems. These AI agents can now discover and interpret web content using the same protocols as human users. This positions NLWeb as more than a UX update. It’s a step toward a more interactive and intelligent web, where structured content becomes the foundation for richer, more intuitive digital experiences. ## How does NLWeb actually work? NLWeb is powered by a new framework called the Model Context Protocol (MCP). This protocol connects structured web content with large language models, making it possible for both people and AI agents to interact with a website through natural language. A key function of MCP in this context is a published “ask” endpoint, which is a specific location on a website where queries can be sent and interpreted. Instead of waiting to be indexed by search engines, websites become accessible in real time, allowing AI models to retrieve precise information based on a site’s existing metadata and structure. MCP is designed to be open and flexible. It works with a range of AI systems, including models from OpenAI, Google, and Anthropic, without requiring any single provider. This flexibility allows websites to participate in a broader, evolving ecosystem. For businesses, this means greater potential visibility. Content can now be accessed not just through traditional search engines, but also through AI-powered interfaces that prioritize relevance, context, and clarity. ## What NLWeb means for SEO Structured data has long been a foundational part of search engine optimization. It helps search engines understand what’s on a page and often powers rich results, like product listings, event previews, or recipe cards. With NLWeb, that same structured data plays an even more important role—not only helping websites rank in search but making them readable and useful for AI agents and conversational models. When a site implements an NLWeb endpoint, it allows AI agents and tools powered by large language models to interact with site’s structured content directly. These models rely heavily on structured information to interpret and respond to user prompts accurately. The better a site’s metadata is organized, the more likely it is to return clear, relevant answers through natural language interfaces. This increases the pressure on [technical SEO](https://www.dacgroup.com/en-ca/services/search-optimization/search-engine-optimization/seo-audit/) to ensure that markup is consistently implemented and easy for models to interpret. Content types like recipes, product specs, FAQs, or how-to guides should be fully marked up using Schema.org or similar standards. Taking shortcuts, such as relying on JavaScript to inject schema, can create gaps in how that data is processed. NLWeb also shifts the idea of visibility. Instead of optimizing only for traditional SERPs, teams will need to consider how content is discovered and understood in this new, AI-first layer of the web. It’s a broader view of SEO, one that requires precision, structure, and collaboration between content, development, and technical teams. ## How NLWeb changes the user experience NLWeb introduces a new way for users to interact with websites, shifting the experience from structured clicks to open-ended conversations. As a result, familiar patterns of navigation, engagement, and measurement may begin to evolve. Rather than clicking through menus, users can query a site directly, asking specific or nuanced questions in natural language. This makes the experience more fluid and personalized. This shift puts pressure on UX design to prioritize accessibility, modular content, and clear information architecture that can support non-linear journeys. Performance is another area that could be affected. Real-time query responses, especially those powered by large language models or semantic search, introduce added processing. This may impact page load times and responsiveness, which are core UX concerns. Finally, traditional engagement metrics may not reflect how users interact in a conversational environment. [UX teams and analysts](https://www.dacgroup.com/en-ca/services/development/web-design/) may need to consider new indicators, such as query depth or the coherence of conversational flows, to understand how users are engaging. These changes won’t take hold overnight, but they do hint at a more adaptive, intent-driven model of UX design and digital experience. ## What should brands do next? Businesses don’t need to overhaul everything immediately, but there are clear steps they can take now to prepare for what’s coming—especially across content, infrastructure, and measurement. - **Start with your** **structured data**. Audit your site’s schema, sitemaps, and RSS feeds to ensure they are complete, accurate, and rendered in a way that AI models can reliably access. Avoid JavaScript-dependent implementations where possible, and ensure that high-value content types, like products, recipes, FAQs, or location pages, are fully marked up. - **Evaluate whether your content is ready to be served in a conversational format**. This means thinking beyond keywords and considering how clearly information is organized, how questions are answered, and how modular the content is. - Technical teams should **explore what** **implementing an “ask” endpoint** **might involve**. While not every business will need to move immediately, understanding the protocol and tracking adoption will help teams stay ahead. - Finally, **align your UX and analytics strategies**. Define what success looks like in a query-based experience, and begin identifying new engagement metrics that reflect intent and depth, not just clicks. These early steps will improve how your site performs today and ensure it remains discoverable and relevant as the web continues to evolve. --- https://www.dacgroup.com/insights/blog/search-optimization/the-surprising-search-habits-of-gen-z.md --- title: "The surprising search habits of Gen Z" date: 2025-07-11 published: 2025-07-14 author: "Chris Loschiavo" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/07/New-blog-banner-size-_-860X430-1.png" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/the-surprising-search-habits-of-gen-z.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/les-habitudes-de-recherche-surprenantes-de-la-generation-z.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/die-ueberraschenden-suchgewohnheiten-der-generation-z.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/the-surprising-search-habits-of-gen-z.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/les-habitudes-de-recherche-surprenantes-de-la-generation-z.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/the-surprising-search-habits-of-gen-z.md" --- # The surprising search habits of Gen Z Ask around in marketing circles today and you’ll likely hear a familiar refrain: “Gen Z doesn’t Google anything; they just search on TikTok.” It’s become one of the most persistent narratives about younger consumers, shaping everything from media strategies to channel investments. But how accurate is it? This idea has taken hold not because it’s entirely right, but because it’s incomplete. Yes, Gen Z uses TikTok, YouTube Shorts, and social platforms for discovery—but assuming they’ve left Google behind is a strategic misstep. During DAC’s yearly internal account summit, Chris Loschiavo, Strategic Agency Manager at Google and YouTube, made the case—with conviction and data—that Gen Z isn’t abandoning search engines. Instead, they’re redefining how they use them, and in many ways, they’re more engaged with search than any generation before them. Let’s look at what Chris shared, and what it means for marketers trying to reach this dynamic audience. ## 1. Gen Z’s search behaviour 1. The idea that Gen Z is “missing” from Google Search quickly falls apart when you look at the data. According to Chris, with generative AI and new innovations like AI Overviews and visual search tools, people are now asking more complex questions and exploring information in new ways. In fact, Chris pointed out that 15% of all searches Google receives each day are completely new. And with the new innovations, Google’s seeing incredible feedback, particularly from younger generations, who find these new AI-powered features make their searches more helpful and satisfying. For Gen Z, this format aligns perfectly with how they engage with information. They want clarity, speed, and relevance. Rather than opening multiple tabs, they prefer an answer that brings everything together. Chris noted that users who interact with AI Overviews are more likely to continue searching, visit a wider variety of websites, and spend more time on those pages. They’re even searching more because of it: Gen Z are heavy users of Google Search in general, with [signed-in users 18 to 24 issue more queries each day than other age groups](https://business.google.com/us/think/search-and-video/google-search-innovations/). Additionally, according to a survey with IPSOS, 84% of Gen Z consumers from Canada report using Google and/or YouTube on a daily basis. These stats alone underscores a generation deeply engaged in experimenting, exploring, and refining how they search. Marketers working with outdated assumptions may be missing the nuance here. Gen Z has not stepped away from search, they are engaging with it in ways that require more thoughtful, flexible strategies. ## 2. Visual search is their native language If there is one area where Gen Z is truly driving change, it’s in the shift from typed queries to visual exploration. Chris highlighted that visual search is the fastest-growing search behavior on Google, with Google Lens being used for over 20 billion search queries every month. This isn’t just a trend—it reflects a deeper change in how people process and pursue information: more visual, more mobile, and more immediate. Tools like Google Lens and Circle to Search are enabling users to search using what they see, whether it’s a screenshot from social media or a photo taken in real life. And this behaviour isn’t just about browsing. One in four Lens searches carries commercial intent, showing that visual search plays a real role in decision-making and purchase journeys. Visual search is not a trend. It is a shift in how younger audiences process and pursue information. If your marketing strategy still centers around text-only keywords and assumes users begin with clear intent, you may already be behind. This shift is especially pronounced among Gen Z. Much of the growth in visual search is being [fueled by younger users](https://business.google.com/us/think/search-and-video/google-search-innovations/), who are far more likely to begin a search with an image than with words. This mirrors how they experience the world: highly visual, fast-moving, and anchored in mobile-first interactions. For Gen Z, the journey often begins with a tap on a photo—not a keyword—and smart brands are learning to meet them there. ## 3. Short attention, smart intent: The YouTube shift While Gen Z may have a reputation for short attention spans, that does not mean they are disengaged. According to Chris, their behavior on YouTube reveals something more nuanced. Yes, they scroll quickly and consume fast-moving content, especially on platforms like YouTube Shorts, but they are also deeply intentional in how they discover and evaluate information. Chris highlighted that Gen Z over-indexes on Shorts, Google’s short-form video format that now sees 70 billion views per day. In fact, a[ccording to a survey by Morgan Stanley AlphaWise](https://blog.google/products/ads-commerce/youtube-brand-engagement-shorts-creators/), 40% of YouTube Shorts users are not using Instagram Reels or TikTok at all. That makes Shorts an essential space for reaching Gen Z where other channels may fall short. At the same time, this generation is streaming long-form content when the subject matters to them. From DIY tutorials to expert creators, Gen Z actively seeks out depth when it aligns with their goals. They might discover a topic in a short, but then watch a 20-minute video to learn more. For marketers, this is a signal to balance quick engagement with substance. Gen Z may scroll fast, but they decide with purpose. What we’re seeing with Gen Z is a signal that the definition of search is expanding. This generation blends formats, channels, and intent in ways that challenge how we’ve historically approached marketing. They expect systems to be fast, visual, intelligent, and deeply responsive to context. For brands, the opportunity lies in keeping pace not just with technology, but with evolving human behaviour. That starts by letting go of assumptions, asking better questions, and looking more closely at how people actually move through digital environments today. Because maybe the better question isn’t whether Gen Z uses Google—it’s whether we’re showing up in the ways they now expect. --- https://www.dacgroup.com/insights/blog/creative/better-together-how-ai-supercharges-the-creative-process-and-empowers-designers.md --- title: "Better together: How AI supercharges the creative process and empowers designers" date: 2025-07-08 published: 2025-07-07 author: "Isrene Shao" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/07/New-blog-banner-size-_-860X430.png" categories: - name: "Creative" url: "/insights/blog/creative.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/creative/better-together-how-ai-supercharges-the-creative-process-and-empowers-designers.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/creative/better-together-how-ai-supercharges-the-creative-process-and-empowers-designers.md" de: "https://www.dacgroup.com/de/einblicke/blog/creative/better-together-how-ai-supercharges-the-creative-process-and-empowers-designers.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/creative/better-together-how-ai-supercharges-the-creative-process-and-empowers-designers.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/creative/better-together-how-ai-supercharges-the-creative-process-and-empowers-designers.md" es: "https://www.dacgroup.com/es/descubre/blog/creative/better-together-how-ai-supercharges-the-creative-process-and-empowers-designers.md" --- # Better together: How AI supercharges the creative process and empowers designers AI is no longer on the horizon—it’s here, and it’s reshaping how designers think, create, and deliver. At DAC, we don’t see it as a disruption but as an opportunity to push creative boundaries, move faster from idea to execution, and free up more time for the work that truly makes a difference. Designers are already integrating AI-powered platforms and tools into their everyday workflows in a way that enhances the creative process rather than replacing it. Used wisely, AI can become a launchpad for better ideas, faster iterations, and sharper outcomes. Very simply, we’re beginning to shape and optimize a significantly amplified form of creativity. Here’s how we’re putting it into practice. ## Why AI belongs in the creative process Conventional design workflows are full of friction points: tight timelines, repetitive production tasks, and multiple rounds of iteration. In 2025, [AI is helping to ease that friction](https://www.dacgroup.com/insights/blog/creative/design-in-2025-bold-smart-and-ai-powered/). Integrated thoughtfully, it creates room for strategic thinking, exploration, and stronger creative output. The intent isn’t to replace creativity, but to support it. Tools like Midjourney and Firefly can quickly generate early visual directions, giving teams the ability to explore more ideas without investing hours in polished mockups that might never make it to launch. Figma’s built-in AI assists with layout, copy, and prototyping, helping move concepts from whiteboard to wireframe with more speed and less manual effort. ![A person wearing glasses works on a computer with a monitor displaying a design project. The screen shows an AI-generated image of a woman with the words "Creative Design" overlaid. A laptop with a layout design open is visible in the foreground.](https://www.dacgroup.com/wp-content/uploads/2025/07/image-1-1024x512.png) This efficiency also shifts how teams collaborate. Designers aren’t just using AI to execute—they’re curating, refining, and interpreting its output in the context of user needs, brand tone, and campaign strategy. The result is faster alignment, more time for refinement, and a workflow that promotes thoughtful iteration. In many ways, AI allows designers to focus more on the parts of the job that matter most: shaping the vision, asking better questions, and [delivering creative that solves problems with both impact and intent.](https://www.dacgroup.com/services/creative-ideation) In that sense, it doesn’t flatten the role but actually adds another dimension. ## Where does AI have the greatest impact? AI isn’t a one-trick tool—it’s quietly reshaping multiple points in the design process. From early concepting to late-stage production, AI-enhanced processes are helping teams work smarter, move faster, and experiment more freely. At DAC, we’ve already seen impact across four key areas: ### 1. Rapid ideation Tools like Midjourney and DALL·E allow teams to visualize ideas in minutes. Whether we’re exploring art direction, building a mood board, or generating creative concepts for a pitch, AI helps us get started faster and with more range. ### 2. Layout and copy support Figma’s AI capabilities can suggest interface layouts, generate placeholder copy, and streamline the process of getting from idea to prototype. That means designers can spend more time refining details instead of recreating the basics. ### 3. Production scale From resizing banner ads to testing visual variants, [AI tools speed up high-volume work without compromising consistency](https://www.dacgroup.com/services/creative-production/). This frees up bandwidth for creative storytelling and high-value concept development. ### 4. Visual prototyping and editing Adobe Firefly and Photoshop’s Generative Fill help create high-fidelity mockups and manipulate visuals quickly—swapping backgrounds, adjusting palettes, and refining concepts without the need for new assets or time-intensive revisions. In each of these use cases, AI isn’t replacing craft but enabling teams to move through their creative process with less friction and more freedom—building towards smarter, more efficient output on a much greater scale. ## Bringing voice and audio into the creative mix As content becomes more multimodal, [audio is taking on a larger role in creative strategy](https://www.dacgroup.com/insights/blog/paid-media/the-influence-of-music-on-social-media-trends-and-consumer-impact/). From podcast intros to smart speaker prompts to sound-led storytelling on platforms like TikTok and Instagram Reels, brands are finding new ways to connect through sound. AI is speeding up this process, too. At DAC, we use AI-powered voice tools to create quick prototypes and voiceovers that help clients hear the message before moving into full production. Tools like Revoicer allow us to test tone, pacing, and vocal style without a recording booth—accelerating creative decisions and reducing production cycles. But AI is just the starting point. Our creative teams still guide the process, selecting voice types that align with brand personality, campaign context, and audience expectations. We use AI to explore options, not automate the final outcome. The goal is always content that sounds human, intentional, and on-brand. In a space where speed often wins, AI gives us the agility to work fast without sounding generic. ## Tools don’t build brands—people do AI has become a powerful creative partner, but the designer is still the one steering the work. It’s not just about what the tools can produce, but what people choose to do with them. Designers bring the strategic lens that AI can’t replicate. They understand context, tone, and nuance. They know how to translate a brand’s identity into visuals, voice, and interaction—and how to adapt that identity across campaigns, platforms, and audiences. Empathy, judgment, and experience still drive the difference between seamlessly on-brand creative and content that feels rushed, impersonal, and duplicative. That human layer is exactly what ensures AI-generated work ends up meeting a higher standard. In practice, our designers don’t use AI only to go faster, but to explore other directions, evaluate more options, and focus their energy where it counts most—on creative that performs, connects, and builds priceless equity over time. And on the client side? Tighter timelines, more variety, [brand safety](https://www.dacgroup.com/insights/blog/strategy/generative-ai-in-marketing-safeguarding-your-brand-while-embracing-innovation/), and no compromise on quality. AI lets us scale the work; designers ensure it still resonates. --- https://www.dacgroup.com/insights/blog/local-search/cutting-through-the-noise-ais-real-impact-on-local-search.md --- title: "Cutting through the noise: AI’s real impact on local search" date: 2026-01-12 published: 2025-06-09 author: "Kyle Harris" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/06/Cutting-through-the-noise-_-Blog-banner.png" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/cutting-through-the-noise-ais-real-impact-on-local-search.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/aller-a-lessentiel-limpact-concret-de-lia-sur-la-recherche-locale.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/die-wahrheit-hinter-dem-hype-der-tatsaechliche-einfluss-von-ki-auf-die-lokale-suche.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/cutting-through-the-noise-ais-real-impact-on-local-search.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/aller-a-lessentiel-limpact-concret-de-lia-sur-la-recherche-locale.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/a-traves-del-ruido-el-impacto-real-de-la-ia-en-la-busqueda-local.md" --- # Cutting through the noise: AI’s real impact on local search Over the past year, it has felt like every corner of marketing has been touched by AI. Generative tools are speeding up creative production, search platforms are experimenting with AI-generated overviews, and new startups are promising to reimagine how users discover brands. The pace of change is undeniable. That momentum has spilled into local marketing. Questions are coming from every direction: Will AI replace traditional search? Should we optimize for ChatGPT? Do we still need listings? In some cases, these questions are surfacing at the executive level, creating pressure for local teams to act before the landscape has fully settled. This is a classic hype cycle: early signals are amplified, the pace of innovation creates urgency, and speculation begins to outpace reality. For local marketers, that can lead to distraction or rushed decisions. The challenge is knowing which signals to trust and what deserves your attention right now. That’s why clarity matters. In this post, we’ll unpack what’s actually happening, what’s *not* happening, and where to focus as the AI landscape continues to evolve. ## What AI isn’t changing (yet) Despite the buzz, AI hasn’t upended local search, at least not in the ways many assume. Platforms like ChatGPT and [Perplexity](https://www.dacgroup.com/insights/blog/paid-media/can-perplexity-challenge-google-a-look-at-its-appeal-to-users-and-mid-funnel-advertisers/) are influencing how people search in general, but when it comes to local discovery—like finding a nearby plumber, restaurant, or retail location—their impact remains limited and often unreliable. Ask ChatGPT for a local recommendation and you’ll often get results that are outdated, geographically inaccurate, or simply incorrect. Some of the businesses returned may no longer operate, or they may be located miles away from the requested area. In some cases, the tools redirect the user to “try a Google search” instead. It’s a reminder that these models aren’t built to handle local nuance just yet. Even when these platforms claim to “search the web,” what they’re really doing is pulling from Bing’s web index, not from structured local databases like Bing Places or Google Business Profile (GBP). That means AI-powered answers are missing many of the cues that traditional local search relies on, including verified hours, proximity, photos, and review sentiment. So, while AI is changing how people gather information, it hasn’t meaningfully changed how they choose a nearby business. Local search continues to thrive on Google and in structured platforms that surface accurate, location-specific content. And for now, that’s still where the majority of local customer journeys begin. ## What really powers visibility in AI-influenced search While AI hasn’t reinvented local search, it is quietly reshaping how some answers are surfaced—just not in the way many expect. When a platform like ChatGPT offers a response to a local query, it isn’t pulling from structured listings or verified business profiles. It’s drawing from web content, mostly indexed through Bing’s search engine. This matters because it changes the rules of visibility. Unlike Google’s local pack, which prioritizes relevance, proximity, and structured signals, AI tools are surfacing brands based on content availability, authority, and clarity. In one example, we saw a client appear in an AI-generated response not because of their listing data, but because their website content and PR coverage clearly positioned them as a trusted provider in that category. That’s an important shift. It means visibility in AI-driven environments is less about managing listings and more about owning the narrative across the open web. As a result, traditional SEO tactics are regaining importance, including: - Optimized site content that clearly reflects your services and location relevance - Clean, well-structured location pages for each business presence - Inbound links from credible sources that reinforce authority - Strong brand mentions through content, media, and partnerships In this context, the work that brands have done in content, PR, and website optimization becomes more valuable—in fact, it’s the kind of work that [turns brands into local heroes](https://www.dacgroup.com/insights/blog/local-optimization/how-to-turn-brands-into-local-heroes/). These assets feed directly into the language models powering AI tools. It’s not about abandoning local best practices; it’s about expanding the definition of what drives discovery in a hybrid search environment. ## What brands should focus on right now If the landscape feels noisy right now, that’s because it is. But not all signals are worth chasing. For multi-location brands, the key is knowing what to prioritize—what actually moves the needle today, and what sets you up for what’s next. Start with your core platforms. Google continues to drive the majority of local discovery, and [its updates in 2024 only reinforced its dominance](https://www.dacgroup.com/insights/blog/local-optimization/2024s-biggest-google-updates-for-local-optimization-what-you-need-to-know/). Staying accurate, relevant, and up to date across your listings is still essential. Reviews matter. Local content matters. That foundation remains solid. But visibility doesn’t stop there. AI platforms are starting to shape how information gets pulled and presented across search journeys. You don’t need a separate AI strategy, but you *do* need to ensure your web presence is strong, clear, and connected to your local footprint. That’s where alignment becomes critical. Your SEO, listings, web content, and reputation strategy shouldn’t operate in silos. When they work together, they reinforce your visibility in both traditional and emerging search experiences. ## Looking ahead: Measuring what matters as AI evolves As AI tools continue to shape digital behavior, one thing is clear: the way performance is measured is beginning to shift. Visibility is no longer limited to a set of search rankings or listing impressions. Emerging platforms are creating new, less structured ways for users to find and evaluate brands—and that requires new ways to understand impact. In the near future, marketers will need to know more than just where they appear. They will need to ask: - How often is our brand mentioned in AI-generated responses? - How are we being described by these platforms? - Does the sentiment align with how we want to be perceived? This kind of visibility—beyond the click or the map pack—will become a key part of local performance analysis. Measurement frameworks are already evolving. [Organic rankings](https://www.dacgroup.com/services/search-engine-optimization/), [reviews](https://www.dacgroup.com/services/reputation-management/), [media assets](https://www.dacgroup.com/services/paid-media/), and [listing data](https://www.dacgroup.com/services/local-presence-management/) are starting to interact in new ways across search and AI platforms. Bringing these signals together makes it easier to see not just what is happening, but why it is happening—and how to adjust. The challenge ahead is not just about showing up in new environments. It’s about understanding how presence, perception, and performance connect across a growing set of touchpoints. Brands that embrace that complexity will be the ones that stay visible, relevant, and ready for what comes next. ## Choose a partner for the future of local search Local search is evolving, but not in ways that demand a complete rethink. What matters now is staying focused on what drives visibility across both traditional and emerging platforms. That means aligning your content, listings, reputation, and web presence to work together—clearly, consistently, and at scale. At DAC, we help brands bring those elements together into one cohesive strategy. Our approach is about readiness, not reaction, making sure you’re present, accurate, and trusted across every platform that matters. The AI conversation will keep evolving. But your strategy doesn’t need to follow every shift. It needs to be grounded, flexible, and built for visibility across the full landscape of discovery, today and tomorrow. --- https://www.dacgroup.com/insights/blog/paid-media/metas-ai-era-what-threads-ads-creator-collabs-and-reels-upgrades-mean-for-your-brand.md --- title: "Meta’s AI era: What Threads ads, creator collabs, and reels upgrades mean for your brand" date: 2025-06-03 published: 2025-05-30 author: "Erin Rose" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/05/New-blog-banner-size-_-860X430-4.png" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/metas-ai-era-what-threads-ads-creator-collabs-and-reels-upgrades-mean-for-your-brand.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/lere-de-lia-chez-meta-ce-que-les-publicites-threads-les-collaborations-avec-des-createurs-et-les-mises-a-jour-reels-signifient-pour-votre-marque.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/metas-ai-era-what-threads-ads-creator-collabs-and-reels-upgrades-mean-for-your-brand.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/metas-ai-era-what-threads-ads-creator-collabs-and-reels-upgrades-mean-for-your-brand.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/lere-de-lia-chez-meta-ce-que-les-publicites-threads-les-collaborations-avec-des-createurs-et-les-mises-a-jour-reels-signifient-pour-votre-marque.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/la-era-de-la-ia-en-meta-que-significan-para-tu-marca-los-anuncios-en-threads-las-colaboraciones-con-creadores-y-las-mejoras-en-reels.md" --- # Meta’s AI era: What Threads ads, creator collabs, and reels upgrades mean for your brand AI isn’t just knocking. It’s already here, reshaping the way we create, connect, and convert across digital platforms. At Meta’s latest [IAB NewFronts drop](https://www.dacgroup.com/insights/blog/paid-media/7-emerging-media-trends-revealed-at-iab-newfronts-2025/), the message was clear: *automation is in, and brands better buckle up*. From finally putting ads on Threads (hello, new inventory!) to letting AI take the wheel on creative, Meta is serving up a whole new toolbox for marketers looking to make real impact across social. If you’re not thinking about how to integrate AI into your paid social strategy, you’re not just behind—you’re practically in 2022. So, what should your brand be paying attention to? Let’s break it down. ## Creative and content innovation Meta’s latest AI tools are set to reshape how brands create, collaborate, and scale content across platforms. ### AI-generated creative is basically your new intern Meta is transforming the creative process by embedding AI directly into the marketer’s toolkit. From generating ad copy to building dynamic video backgrounds, the goal isn’t to replace creativity—it’s to scale it. These tools allow teams to test more ideas, faster, without increasing headcount. It’s AI handling the volume so your team can stay focused on brand vision and big-picture storytelling. ![Animation](https://scontent.fymq3-1.fna.fbcdn.net/v/t39.8562-6/495518465_1208029907787418_2711818781208175959_n.gif?_nc_cat=105&ccb=1-7&_nc_sid=f537c7&_nc_ohc=5cEtTZXkhGMQ7kNvwHxwAXk&_nc_oc=AdnRkU-AVazbKCotbWJrBuTc1FLoLr9qpL0I3kV2NqF7G6MLXgF-6_XjNAK3Oeo5VkY&_nc_zt=14&_nc_ht=scontent.fymq3-1.fna&_nc_gid=UiF05CmZyKxWsMopsap5GQ&oh=00_AfKPWqxvgCpDjLlWmdH7umjD5igOV2NWaUmG36JKIqkR8A&oe=683FD8EF) ![Animation](https://scontent.fymq3-1.fna.fbcdn.net/v/t39.8562-6/494707766_1210841224048060_786678975306837241_n.gif?_nc_cat=103&ccb=1-7&_nc_sid=f537c7&_nc_ohc=Go-Gl5wE5PQQ7kNvwGp3Sd1&_nc_oc=Adn2Zcsd1OGWd5rEGH4NvgYpcvt8DIZDNfrGmM4MhOrbumhc7ndklEXD_zKfqP64NbA&_nc_zt=14&_nc_ht=scontent.fymq3-1.fna&_nc_gid=UiF05CmZyKxWsMopsap5GQ&oh=00_AfLiO84molynYdjSONb3boW413yZgQjMoYn5h4X_248Nxw&oe=683FDFE6) ### Reels get the AI treatment Reels, Meta’s short-form juggernaut, is also getting an upgrade. New features like auto-cropping, predictive placements, and intelligent overlays reduce manual work and improve performance out of the gate. Reels already dominate discovery; now they’re easier to optimize, making them a clear opportunity for brands that want both speed and scale. ### Multi-creator collab ads For brands working with creators, multi-creator collab ads offer a smart way to amplify reach without duplicating effort. You can now boost content from multiple creators in a single campaign—ideal for launches, partnerships, or building credibility through community-driven storytelling. This isn’t about chasing trends. It’s about unlocking creative efficiency and improving your test-and-learn velocity. With AI in the mix, great content becomes faster to produce, easier to optimize, and more strategic by design. ## Placement and experience updates Meta’s latest inventory expansion signals a clear shift: placements are becoming more conversational, context-aware, and performance-minded. ### Ads are coming to Threads First up is Threads. The once ad-free, text-first platform is now home to native, scrollable video ads. While still early days, this format invites brands to build presence in a less saturated, more dialogue-driven environment. The opportunity here isn’t just reach—it’s to craft storytelling that feels natural and aligned with the platform’s tone. For brands willing to test early, it’s a chance to stand out before the noise sets in. ![alt="A smartphone screen showing a social media feed with posts. One post debates pineapple on pizza, another is a sponsored ad from a market promoting organic food, and the last post reminisces about ice cream trucks."](https://www.dacgroup.com/wp-content/uploads/2025/05/image.jpeg) ### Ads in notifications Meta is also testing ad placements in the notifications tab. It’s a bold move, but one with potential, especially for time-sensitive campaigns like re-engagement or flash sales. That said, it demands a light touch. The creative has to feel respectful, not disruptive, or it risks backfiring. ![Alt text: Two smartphone screens displaying a notifications page and an online shop with a spring sale advertisement.](https://www.dacgroup.com/wp-content/uploads/2025/05/image-4.png) ### Connecting messaging with seamless shopping experiences Finally, AI is powering smarter click-to-message experiences that integrate shopping and support. These formats bridge the gap between discovery and conversion by helping users get answers and make purchases in the same interaction. Messaging is where younger audiences are most comfortable. Brands that build responsive, conversational journeys here can turn interest into action with far less friction. Each of these updates signals the same thing: experience matters. And Meta wants brands to meet users where they’re already spending time—with nuance and intention. ## Performance optimization Meta is doubling down on tools that help marketers plan smarter, protect their brand, and maximize efficiency before a single ad goes live. ### Predictive AI performance forecasts Meta is using AI not just to shape creative, but to sharpen performance, starting before a campaign even launches. With predictive performance forecasts, advertisers can now assess the likely impact of creative, format, and budget decisions in advance. This is less about gut feel and more about informed confidence. Smarter planning up front means fewer surprises mid-flight and more efficient use of resources. ### Enhanced brand safety controls Brand safety is also getting a boost. Meta’s new controls give marketers tighter oversight of where their ads appear across Feed, Reels, and Stories. As placements diversify, so does the need to protect brand context. These updates offer a more precise way to align campaigns with your brand’s standards and audience expectations. Together, these tools reflect a broader shift toward intelligent optimization. It’s not just about reacting to performance data, it’s about planning with it. The result is greater control, reduced risk, and a better foundation for strategic growth. ## Smarter pre-launch planning Meta is also extending AI’s value upstream, into the planning phase. New tools can generate campaign briefs based on your business profile and past performance, suggesting audiences, formats, and objectives tailored to your goals. For smaller teams or fast-moving initiatives, this can be a game-changer. This isn’t a replacement for strategy, but a way to accelerate it. With AI handling the heavy lifting on setup, teams can spend more time refining the narrative and aligning tactics to broader business objectives. It’s particularly useful when resources are tight, helping marketers act quickly without sacrificing direction or cohesion. Strategic clarity at the start leads to better execution throughout the campaign lifecycle. ## So… What now? It’s clear: AI isn’t replacing marketers, but empowering them. The brands that win on Meta in 2025 won’t just be the ones spending more. They’ll be the ones *working smarter*, using AI to move faster, collaborate better, and unlock creative at scale. If you’re not sure where to start, we’ve got you. Whether it’s testing into Threads, building a Reels strategy, or turning AI into your campaign MVP, we help brands navigate every evolution in the paid social space. Need a team that speaks fluent AI *and* strategy? Let’s talk. DAC is ready to future-proof your paid social campaigns. --- https://www.dacgroup.com/insights/blog/paid-media/7-emerging-media-trends-revealed-at-iab-newfronts-2025.md --- title: "7 emerging media trends revealed at IAB NewFronts 2025" date: 2025-05-29 author: "Armin Basharat" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/05/New-blog-banner-size-_-860X430-2.png" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/7-emerging-media-trends-revealed-at-iab-newfronts-2025.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/7-tendances-emergentes-des-medias-revelees-lors-des-iab-newfronts-2025.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/7-wichtige-media-trends-die-auf-der-iab-newfronts-2025-vorgestellt-wurden.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/7-emerging-media-trends-revealed-at-iab-newfronts-2025.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/7-tendances-emergentes-des-medias-revelees-lors-des-iab-newfronts-2025.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/7-tendencias-emergentes-en-medios-reveladas-en-el-iab-newfronts-2025.md" --- # 7 emerging media trends revealed at IAB NewFronts 2025 DAC was thrilled to attend the [2025 IAB NewFronts](https://www.iab.com/blog/welcome-to-the-ecotone/), where the energy was high, the talent (hello, Cynthia Erivo!) was unmatched, and the future of media was front and center. But beyond the spectacle, what stood out most were the meaningful advancements from major partners, shaping how brands can better connect with audiences through innovation, authenticity, and measurable impact. Here’s our breakdown of the most important trends and standout partner innovations, designed to help you sharpen your media strategy, elevate your brand narrative, and drive real results. ## Trend 1: AI is the new media brain AI is no longer just a tool—it’s the engine. It powers everything from planning and optimization to real-time personalization, unlocking faster workflows and smarter outcomes. Across the board, platforms are leaning into predictive and generative AI to remove manual friction and drive performance: - **Google DV360** and **Amazon Ads** are automating media planning and real-time bidding, reducing human input while increasing efficiency. - **Snapchat’s Smart Campaigns** use AI to dynamically adjust bidding and budget, adapting in real time to meet CPA goals. - **YouTube** now features conversational AI to help marketers discover creators aligned with their brand and audience. - **Wurl** is deploying generative AI to match ad tone and emotional cues with video content, improving contextual resonance. - Immersive formats like **Snapchat’s Sponsored AR Lenses** showcase how AI is also powering new layers of interactive storytelling. ### Who should take note? Brands looking to scale with speed, deliver more relevant messaging, and cut through operational complexity, especially in performance-heavy or innovation-led categories. ## Trend 2: Retail media is redefining the funnel Retail media is no longer confined to ecommerce. Instead, it’s evolving into a full-funnel powerhouse across premium video, social, and even digital out-of-home environments, allowing brands to drive awareness and conversions in one ecosystem. - **Google DV360** and **YouTube** are unifying brand and shopper campaigns through full-funnel retail integrations. - **Amazon Ads** offers targeting precision with first-party data and privacy-compliant clean rooms. - **T-Mobile** is turning digital out-of-home into a performance channel through location-based targeting. ### Who should take note? Omnichannel retailers, CPG brands, and advertisers with defined conversion goals—whether in-store, online, or both—who want to combine awareness and action in a single ecosystem. ## Trend 3: CTV and video are the new consumer habits CTV has overtaken mobile in viewership, with platforms leaning into high-impact, emotionally resonant video experiences across screens. - **YouTube** now reaches 98% of U.S. CTV households, surpassing mobile as the most-watched format. - **TikTok Pulse** places brand ads beside top-performing user-generated and publisher content. - **Wurl’s ContentToAd** makes ads feel native by aligning with the emotional tone of adjacent programming. ### Who should take note? Brand storytellers, entertainment marketers, and any brand looking to build cultural relevance and cross-device resonance at scale. ## Trend 4: First-party data is power As the cookie era winds down, first-party data is becoming the foundation of scalable, privacy-first marketing. Leveraging your own data isn’t just a compliance move; it’s how you personalize experiences, measure what matters, and grow with confidence. - **Google** and **Amazon** enable precise targeting through clean rooms that balance scale and privacy. - **Meta** offers creator-specific insights, including hook and interaction rates. - **Upwave** uses AI to move beyond reach metrics, measuring true brand lift and campaign impact. ### Who should take note? Brands with robust data infrastructures, like those in finance, telecom, and healthcare, who want to personalize, measure, and grow responsibly in a post-cookie world. ## Trend 5: Platforms are becoming full ecosystems The walls are coming down as platforms evolve into end-to-end ecosystems, unlocking smarter and faster marketing across teams and enabling brands to plan, buy, and measure in one place. - **Google DV360** centralizes AI, video, retail, and measurement. - **Amazon** enables full-funnel planning across Prime Video, shopping, and display. - **Meta** and **Snapchat** unify creator tools, ad performance, and campaign delivery. ### Who should take note? Enterprise brands and integrated marketing teams that need scalable, seamless workflows across departments and platforms. ## Trend 6: Creator content drives results Influencer marketing has matured and is now fully embedded within platform strategy, backed by better tools and stronger insights. - **Meta** and **YouTube** offer AI-driven creator discovery and performance tracking. - **Snapchat** integrates Creator-led Snaps into Chat Feed and Stories. - **TikTok Pulse Premiere** places brand content alongside high-performing UGC and premium publishers. ### Who should take note? Lifestyle, beauty, fashion, food, and youth-focused brands that aim to show up authentically in culture and scale trust through talent. ## Trend 7: Measurement is your competitive edge Smarter, cross-platform measurement is becoming a must-have, helping brands track performance, prove ROI, and invest with confidence. - **YouTube** now offers third-party validation via Nielsen, iSpot.tv, and Comscore. - **The New York Times** and other premium publishers are leveraging first-party data for highly targeted, data-rich campaigns. ### Who should take note? Any brand under pressure to justify spend, from performance-led teams to budget-conscious marketers, will benefit from better measurement tools and attribution clarity. ## Final thoughts Innovation doesn’t have to be complicated, but it does require action. The platform updates showcased at this year’s NewFronts aren’t just theoretical; they’re live, tangible, and ready for brands to harness. As you plan your next campaign, consider how you can: - **Evolve your media strategy** through AI, automation, and integrated ecosystems. - **Elevate your brand story** with immersive formats and creator partnerships. - **Drive results** with smarter data use and real, accountable measurement. At DAC, we’re not just watching these changes; we’re helping our partners get ahead and take full advantage of them. Let’s build smarter, more responsive strategies that make a real impact, together. --- https://www.dacgroup.com/insights/blog/paid-media/google-i-o-and-google-marketing-live-2025-key-takeaways-and-how-marketers-can-adapt.md --- title: "Google I/O and Google Marketing Live 2025: Key takeaways and how marketers can adapt" date: 2025-05-22 author: "Mariana Nasreddine" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/05/image.png" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/google-i-o-and-google-marketing-live-2025-key-takeaways-and-how-marketers-can-adapt.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/google-i-o-and-google-marketing-live-2025-key-takeaways-and-how-marketers-can-adapt.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/google-i-o-and-google-marketing-live-2025-key-takeaways-and-how-marketers-can-adapt.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/google-i-o-and-google-marketing-live-2025-key-takeaways-and-how-marketers-can-adapt.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/google-i-o-and-google-marketing-live-2025-key-takeaways-and-how-marketers-can-adapt.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/google-i-o-y-google-marketing-live-2025-claves-de-los-eventos-como-pueden-adaptarse-los-especialistas-en-marketing.md" --- # Google I/O and Google Marketing Live 2025: Key takeaways and how marketers can adapt Google’s developer and marketing showcases on May 20–21, 2025, made one thing unmistakably clear: artificial intelligence is now at the heart of everything Google does. With Gemini deeply embedded across Search, Ads, YouTube, and Shopping, AI has evolved from a helpful tool to the driving force behind bid strategies, creative automation, commerce experiences, and performance measurement. For marketers, the search results page is no longer a static list of links. It’s now a dynamic, multimedia environment where generative answers, ads, maps, and product galleries compete for attention. Below, we highlight the most important announcements and break down how Total SERP framework helps brands adapt to this AI-first future. ## **Google I/O breakthroughs reshaping search strategy** Here’s everything Google unveiled at I/O that’s set to reshape the search landscape: ### **AI Mode goes mainstream** Chat-style queries are now up to three times longer, and conversational answers take up premium real estate. Brands must earn a citation or relevant ad placement to maintain visibility. ### **Gemini 2.5 Pro + Deep Think** Google’s most advanced model delivers more nuanced and contextual responses. Structured data, expert-driven content, and clear topical relevance are now essential for discoverability. ### **Agent Mode (Project Mariner)** Search can now plan and complete multi-step tasks—like booking accommodation. Accuracy of live inventory feeds and form-fill capability now outweigh keyword optimization. ### **AI Shopping Graph, Virtual Try-On, and Price Tracking** Google’s 50-billion-product database supports photorealistic try-on and real-time price alerts. Image quality, GTINs, and detailed variant data directly impact visibility. ### Imagen 4 & Veo 3 creative engines Studio-grade visuals and native-audio video are now automatically applied across Ads, YouTube, and Shopping. Real-time creative testing is possible at near-zero marginal cost. ### **Beam with live translation** Google Meet can now mimic your voice in another language. This signals potential for hyper-localized global ad experiences and richer intent signals for attribution. ### **Android XR & Gemini Live heads-up search** Hands-free, camera-based queries using AR glasses offer geo-personalized answers. Local accuracy—reviews, inventory, listings—is more important than ever. ### **Why this matters** The classic organic blue links are being squeezed out by summaries, visuals, and commerce features. Organic and paid teams can no longer operate in silos. Winning a single generative answer box requires alignment, not competition. [![Google Marketing Live with a play button overlay, on a yellow background with abstract shapes.](https://www.dacgroup.com/wp-content/uploads/2025/05/Google-mareting-live-replay-banner-1.png)](https://adsonair.withgoogle.com/events/google-marketing-live-2025) ## **Google Marketing Live 2025: Updates that redefine media strategy** At Marketing Live 2025, Google revealed a wave of updates that are set to redefine how media strategy is planned, executed, and measured: ### **Ads in AI Overviews and AI Mode (Desktop + Mobile)** Already live for Performance Max, Shopping, and broad match. Success now hinges on clean feeds, structured schema, and real-time accuracy. ### **AI Max for Search Campaigns** One-click Gemini-powered campaigns replace keyword lists. These campaigns capture conversational and multimodal queries created by AI experiences. ### **Channel Performance Reporting for PMax (Open Beta)** Reveals which surfaces—Search, YouTube, Discover, and more—drive conversions. Essential for balancing paid investments with organic share of voice. ### **Smart Bidding Exploration** Flexible ROAS targets help uncover incremental searches you didn’t know existed. Captures high-value demand without manual keyword expansion. ### **Cinematic Creative Suite** AI turns static product shots into scroll-stopping video for Search and Shopping. Assets are resized for every format—vertical, square, CTV—with zero manual effort. ### **Agentic Tools in Ads, Analytics & Chrome Marketing Advisor** AI copilots now audit tags, build ad groups, and troubleshoot live campaigns. Faster setup and fewer missed opportunities make agility the new growth driver. ### **Immersive Video + Shorts Checkout + Meridian MMM** TikTok-style, shoppable YouTube videos boost engagement. New tools enable sub-$5K incrementality tests with first-party data pipelines. ### **Product Studio with Predictive Creative** Suggests campaign ideas, product offers, and content titles using real-time trend data. Ideal for merch-heavy retailers and agile campaign cycles. ### **Merchant Center as Brand HQ** Now includes branded Search profiles, video assets, and AI-powered seasonal adjustments. Turns product feeds into a full-funnel content ecosystem. ### **New immersive ad format** Google is piloting interactive, TikTok-style video ads in the U.S. Video becomes not just storytelling, but direct-response ready. ### **Why this matters** Google is shifting from media buying to machine-led decisioning. The brands that win will have the cleanest data, the most creative variety, and a measurement model that keeps pace with real-time outcomes. ## **TotalSERP: A Unified Strategy for Google’s Evolving Search Landscape** Traditional playbooks treat SEO and SEM as separate sports. That breaks down in a world where, generative answers can bury organic rankings under zero‑click summaries. Ads share the same real estate as citations—sometimes in the *same* AI paragraph or SERP feature. Local intent swings every SERP based on a user’s GPS, not your domain authority. **TotalSERP** is DAC’s proprietary AI and tech-enabled process that treats the search results page as one interlinked ecosystem. It unifies: - **Data**—Query-level, Search Console, Ads, Analytics, Product Feed, Ranking etc. - **Signals**—SERP‑feature tracking, local visibility, and share‑of‑voice. - **Action**—AI‑driven insight generation that can steer *both* optimization/testing *and* content fixes. It serves as a framework that enables paid, organic, local, and creative teams as we try to work together to bring truly integrated search programs to life in today’s world of unique and varied search experiences. ## **Why DAC is built for the AI-first future** ### **Built for scale, from enterprise to local** We design full‑funnel programs that connect brand-building at the national level with performance at the store level. Whether it’s a chain-wide promotion or a hyperlocal push, we’re focused on driving results where they matter most. ### **AI‑native thinking** We don’t just talk about AI—we apply it across every area of our work. From Paid Media and SEO to Strategy, Creative, and Analytics, our teams are constantly exploring new ways to bring intelligence and efficiency into play. ### **Integrated tech stack** IRIS, our integrated marketing suite, connects media, creative, and measurement into a single, unified platform—helping teams see the full picture and make informed decisions quickly. TransparenSEE complements this by surfacing location-level insights that often go unnoticed, ensuring local performance stays aligned with broader strategy. Together, they help us keep strategy and execution moving in sync, even at scale. ### **Actionable expertise** Our teams aren’t built in silos. We bring specialists together to solve problems quickly and move ideas into action. It’s this cross-functional approach that helps clients stay responsive in a constantly evolving search landscape. ### **The bottom line** Search isn’t what it used to be. The familiar list of blue links has evolved into a conversation—powered by AI and packed with ads, answers, visuals, and local cues. The next click might be on an ad, a map pin, a product gallery—or nowhere at all. In this new environment, success isn’t about ranking higher or bidding more. It’s about showing up in the right way, across the full search experience—organic, paid, local, and everything in between. That’s where the TotalSERP approach comes in. And it’s why having a partner who can unify strategy, execution, and insight across every touchpoint matters more than ever. **If you’re ready to stop optimizing in silos and start owning the entire results page, let’s connect.** --- https://www.dacgroup.com/insights/blog/strategy/beyond-points-how-brand-loyalty-is-being-redefined-in-2025.md --- title: "Beyond points: how brand loyalty is being redefined in 2025" date: 2025-07-09 published: 2025-05-12 author: "Jessi Wood" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/05/New-blog-banner-size-_-860X430.png" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/beyond-points-how-brand-loyalty-is-being-redefined-in-2025.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/au-dela-des-programmes-de-points-la-fidelite-a-la-marque-se-reinvente-en-2025.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/mehr-als-blosse-treuepunkte-wie-die-markentreue-im-jahr-2025-neu-definiert-wird.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/beyond-points-how-brand-loyalty-is-being-redefined-in-2025.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/au-dela-des-programmes-de-points-la-fidelite-a-la-marque-se-reinvente-en-2025.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/mas-alla-la-tarjeta-de-puntos-como-redefinir-la-fidelizacion-en-2025.md" --- # Beyond points: how brand loyalty is being redefined in 2025 Loyalty isn’t what it used to be—and that’s a good thing. Today’s consumers aren’t just looking for rewards; they’re seeking highly authentic relationships with brands that reflect their values, respect their time, and recognize them as individuals. As expectations continue to rise, the brands that succeed will be those that evolve from transactional thinking to experience-led strategies—where loyalty is earned through every interaction, not bought with points. ## The loyalty crisis: What the data tells us 2024 marked a turning point in customer experience, but not in a good way. According to recent findings shared in a [February eMarketer webinar featuring Adobe and frog NA](https://cloud.insight.insiderintelligence.com/20250227-Adobe-TechTalk_Regpage), last year was the worst for customer experience in over a decade. That decline didn’t happen in a vacuum. It was driven by rising consumer expectations colliding with brands’ inability to deliver seamless, personalized, and value-rich experiences across every channel. Consumers today expect more; not just personalization, but interactions that feel relevant and mutually beneficial. Yet, as mentioned during the webinar, only 3% of consumers feel brands are truly “customer focused.” Even monetary loyalty programs, once a key pillar of retention, are falling short. A staggering 90% of consumers have a negative perception of loyalty programs, often because they feel transactional, impersonal, and detached from the actual brand experience. Consumers are willing to share their data, but when it doesn’t translate into meaningful value or connection, trust erodes. With 60% of consumers reporting frustration with digital experiences (while 85% of brands believe they’re delivering personalization), loyalty is harder than ever to earn—and easier than ever to lose. ## Why is transactional loyalty fading? For years, loyalty programs were the go-to tool for retaining customers. Offer a few points, throw in a discount, and customers would keep coming back—until they didn’t. The reality is that the traditional model of transactional loyalty is no longer enough. Today’s consumers are savvy, selective, and increasingly aware when a brand’s engagement strategy feels one-sided. Transactional loyalty programs tend to focus on short-term incentives: earn, redeem, repeat. But this approach often fosters loyalty to the program itself, not the brand behind it. The model has become so oversaturated that it’s no longer enough to validate a purchase decision. Shoppers are more likely to hunt for the biggest discount they can find, rather than commit to a single brand. What they’re really looking for is deeply personalized loyalty and rewards based on their unique behaviors, patterns, and overall lifestyles. They want brands to become an extension of themselves—brands that intuitively understand their motivations and create seamless, tailored experiences without requiring extra effort. As expectations evolve, customers are looking for relationships, not just rewards. They want to feel seen, understood, and appreciated beyond the checkout screen. Brand loyalty today reflects a consistent preference for a specific brand, despite readily available alternatives. It’s not just about repeat purchases—it’s about emotional connection, trust, and long-term advocacy. A discount might catch attention once, but it won’t build lasting loyalty. To stay relevant, brands must design experiences that make every interaction count. ## Enter holistic loyalty: Emotion over incentives Loyalty today is no longer just about what customers get—it’s about how they feel. The shift from transactional to holistic loyalty represents a fundamental change in how brands must think about long-term engagement. Where traditional programs rely on points and perks, holistic loyalty is built on emotional connection, shared values, and seamless experiences that span every touchpoint. In this newer model, loyalty is the sum of all interactions a consumer has with a brand, not just the ones that lead to a purchase. It includes the content they engage with, the messaging and creative they see, the support they receive, the communities they join, and the purpose a brand stands for. It’s experience-led, value-driven, and inherently more human. That doesn’t mean rewards programs are obsolete, but they do need to be reimagined as part of a broader loyalty strategy—one that is personalized, consistent, and context-aware. Consumers are actively seeking brands that align with their identity and beliefs. Shared values like sustainability, ethical sourcing, and inclusivity are no longer optional—they’re decisive. In fact, [72%](https://www.arbor.eco/blog/sustainability-statistics) of global consumers are willing to pay more for sustainable products, while [55%](https://www.arbor.eco/blog/sustainability-statistics) say environmental responsibility is extremely important in their brand choices. And [94%](https://www.arbor.eco/blog/sustainability-statistics) say they’re more likely to be loyal to a brand that offers complete transparency.Brands that embrace holistic loyalty don’t simply retain customers but cultivate advocates. These are the customers who don’t just come back but bring others with them. And they do so not because of a discount, but because of a connection. ## The four loyalty shifts that will define the next era As loyalty evolves, it’s clear that brands must move beyond old frameworks and meet consumers where they are—in values, in experience, and in community. The following four shifts, as outlined in the Adobe and frog webinar, define the future of brand loyalty and personalization. ### 1. From static to adaptive Loyalty is no longer a one-time setup; it must adapt and grow with each interaction. Consumers expect that their preferences, behaviors, and values will influence how brands engage with them in real time and across channels. Customers today expect brands to pick up where they left off—continuing a tailored experience seamlessly, regardless of the interface or platform. This is where AI plays a pivotal role, enabling personalized content, next-best offers, and dynamic journeys that adjust based on customer actions. According to eMarketer, within the next three years, 60% of brands are expected to implement AI-driven loyalty initiatives, not just to retain customers but to drive long-term growth. ### 2. From fragmented to holistic Customers engage with brands across an average of seven channels before making a purchase. They expect consistency across all of them. Siloed data and disconnected experiences break trust. A holistic approach means unifying data, content, and interactions to deliver seamless experiences, whether in-store, online, or through social. Transparency and trust also come into play here; open data practices help build the kind of credibility that loyalty is rooted in. ### 3. From individual to collective Consumers no longer want to be marketed to; they want to co-create. Today’s loyalty leaders are fostering community by encouraging collaboration, user-generated content (UGC), and influencer partnerships. In fact, 77% of consumers feel more connected to brands when they feel part of a community. This shift from individual engagement to collective belonging is redefining brand advocacy and loyalty alike. Gamification is playing a growing role in this evolution. More than just a trend, gamified campaigns have been shown to [increase customer engagement by nearly 48%](https://www.rhapsodymedia.com/en-us/blog/gamification-in-marketing-trends-for-2025). Beyond UGC, brands can design interactive experiences that make participation rewarding in itself. These might include personalized prompts that nudge a customer toward a milestone, tiered loyalty systems with badges and exclusive offers, quizzes that recommend tailored products, or customization options that turn purchases into creative expressions. Successful examples already exist. Sephora’s Beauty Insider program uses quizzes and custom recommendations to deepen relevance. Nike connects fitness challenges with reward incentives that align with customer interests. Even KFC has used light-hearted mobile games to drive engagement and repeat purchases. These experiences do more than entertain—they build emotional investment and a sense of belonging. ### 4. From consumptive to regenerative Sustainability is now a loyalty driver. In short, consumers want to support brands that support the planet. Regenerative loyalty focuses on encouraging responsible behaviors, from offering eco-friendly rewards to promoting resale or repair programs. It’s about rewarding the right actions, not just purchases. Together, these four shifts offer a blueprint for loyalty strategies that are not only more effective, but more meaningful. ## So what now? Building loyalty that actually lasts If there’s one takeaway from the loyalty conversation in 2025, it’s this: loyalty isn’t something you get from customers—it’s something you earn, over time, through relevance, respect, and relationship. For brands, this means moving beyond surface-level personalization and building strategies that align with deeper values. That starts with creating experiences that feel human; experiences that reflect the customer’s voice, respond to their actions, and connect across channels. It also means shifting measurement. Instead of focusing solely on purchase frequency or redemption rates, consider tracking emotional connection, community participation, and retention longevity. Above all, lasting loyalty comes from engagement that feels mutual. It’s not about delivering a better loyalty program. It’s about becoming a better brand partner in the lives of your customers. At DAC, we believe that when loyalty becomes part of the broader customer experience—personalized, purposeful, and community-driven—it stops being a tactic and starts becoming a long-term growth engine. --- https://www.dacgroup.com/insights/blog/paid-media/is-keywordless-search-almost-here-what-we-know-about-ai-max-for-search-so-far-how-to-prepare.md --- title: "Is “keywordless search” almost here?:  what we know about AI Max for search so far & how to prepare" date: 2025-05-08 author: "Felicia DelVecchio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/05/New-blog-banner-size-_-860X430-1.png" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/is-keywordless-search-almost-here-what-we-know-about-ai-max-for-search-so-far-how-to-prepare.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/is-keywordless-search-almost-here-what-we-know-about-ai-max-for-search-so-far-how-to-prepare.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/ist-die-keywordlose-suche-schon-bald-da-was-wir-bisher-ueber-ai-max-fuer-search-wissen-und-wie-man-sich-darauf-vorbereitet.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/is-keywordless-search-almost-here-what-we-know-about-ai-max-for-search-so-far-how-to-prepare.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/is-keywordless-search-almost-here-what-we-know-about-ai-max-for-search-so-far-how-to-prepare.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/esta-a-punto-de-llegar-la-busqueda-sin-palabras-clave-lo-que-sabemos-hasta-ahora-sobre-ai-max-para-las-busquedas-y-como-prepararse.md" --- # Is “keywordless search” almost here?:  what we know about AI Max for search so far & how to prepare Google is continuing its rapid expansion of AI-driven features across its suite of products, and paid search is no exception. One of the newest additions is **AI Max for Search**, an opt-in enhancement for search campaigns designed to improve performance by using AI to deliver more conversions at a lower cost per click. ## **What is AI Max for search?** AI Max is a toggleable feature that integrates advanced machine learning into your search campaigns. What’s interesting about this feature is that it is not a new net product or campaign type, but rather, an opt in that unlocks a suite of capabilities that aim to enhance targeting, messaging, and landing page relevance in your search campaigns. It will also provide far more flexibility than we’ve seen from Performance Max, including location control at the ad group level. ## **Key features include:** - **Search Term Matching**: More intelligent interpretation and matching of search queries. This differs from Performance max as it leans into Broad match and keyword intents vs search themes. - **Text Customization**: Tailored ad copy variations to better align with user intent. Integration of dynamic search headlines and copy utilizing content and landing pages to guide relevancy – almost like DSA in RSAs for instance. - **Final URL Expansion**: Dynamically directs users to the most relevant landing page—now with exclusion controls for greater customization. A feature that Performance Max also currently offers. Note that this feature as well as text customization puts more emphasis on the quality of advertiser’s content both on the web and on their site. ## **Why marketers should pay attention** We all know Search marketing has been evolving for some time now, and the ongoing debate of if Search will in fact move to a keyword less future. With AI Max, while Google is not removing keywords all together their shifting toward matching intent without keywords and the continued push for Broad match make it all the more critical for marketers to stay ahead of automation trends. Despite the rise of new tools and AI platforms, Google remains the top search engine across all generations ([eMarketer, April 2025](https://www.emarketer.com/content/google-remains-go-to-search-engine-over-ai-tools)), so while marketers should continue to plan for additional search engine and platform immersion, skipping out on adopting Google enhancements will come at a price. ## **How do we think this impacts the Google ecosystem overall?** With tools like **Performance Max**, **Demand Gen**, and **AI Overviews (AIO) keeping users on the SERP to glean information, Google has been and will continue to** create a more layered and complex advertising environment. AI Max adds another layer—but also offers powerful performance benefits in the world of Search and likely a new mechanism to boost Google’s paid advertising efforts within and around AIO to power content against user intent. ## **How do we know if it’s worth it?** We don’t know much yet, but it feels low risk at least in how it’s being positioned so far. While still in early closed BETA, Google has released case studies showing strong improvements in campaign results in lieu of more conversions at greater efficiency, making this an opportunity worth exploring when it does roll out. With the global rollout planned for **June 2025**, now is the time to start learning how to tailor these features to your campaign goals. Given this is an opt in feature, and customizable down to the feature level – it’s worth a shot and we imagine that with Google’s continued shifts into AI that it will become best practice in no time. Ask your DAC team and Google rep about early access and customization strategies to learn more. [Learn more on Google’s official blog](https://blog.google/products/ads-commerce/google-ai-max-for-search-campaigns/#introduction) --- https://www.dacgroup.com/insights/blog/search-optimization/seo-visibility-checklist-video-walkthrough.md --- title: "Regain SEO Visibility in the Age of AI: A 10-Step Checklist for Smarter Search Strategy" date: 2025-05-08 published: 2025-05-05 author: "Dan Lauer" featured_image: "https://www.dacgroup.com/wp-content/uploads/2005/05/New-blog-banner-size-_-860X430.png" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en --- # Regain SEO Visibility in the Age of AI: A 10-Step Checklist for Smarter Search Strategy The SEO landscape is evolving fast, and visibility on the SERP is no longer limited to classic blue links. With the rise of generative AI integrations like Google’s AI Overviews, brands must rethink how they analyze performance and plan content. At DAC, we’ve developed a step-by-step framework to help marketers adapt and uncover overlooked opportunities hiding in plain sight. In partnership with Search Engine Journal, we recently released a downloadable checklist and walkthrough video to guide marketers through the process. This blog post summarizes the highlights—and shows you where to go if you’re ready to dive deeper. **What it is:** A practical, AI-informed SEO checklist that helps brands: - Analyze their existing keyword performance using Semrush exports - Understand how AI Overviews are impacting visibility - Identify high-potential non-branded keywords that aren’t showing up in AI-generated answers - Prioritize content strategy based on keyword intent **Why it matters:** With AI Overviews disrupting traditional rankings, understanding where your brand shows up—and where it doesn’t—is more important than ever. This framework helps uncover gaps, quantify opportunities, and translate search data into smarter content decisions. **What you’ll find inside:** - A guided process for reviewing Semrush keyword exports - A 10-step checklist with prompts you can feed into your preferred AI tool - Visual summaries by keyword intent and AI visibility - Content strategy tips for every type of search intent **Want the full checklist?** If you reached this page via SEJ, the checklist is already in your inbox. Missed it? You can access it [\[here\]](https://www.searchenginejournal.com/partner-resources/early-access-seo-checklist-discover-hidden-ai-overview-opportunities-before-anyone-else/) **Need help applying this to your brand?** Let’s talk. DAC’s SEO and performance teams are already helping brands uncover lost visibility—and build strategies that go beyond the SERP. --- https://www.dacgroup.com/insights/blog/search-optimization/engineered-them-so-you-dont-have-to-what-you-need-to-do-next.md --- title: "AI Overviews: We Reverse-Engineered Them So You Don’t Have To [+ What You Need To Do Next]" date: 2026-01-12 published: 2025-04-17 author: "Dan Lauer" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/04/SEJ-BlogPhoto1-1.png" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/engineered-them-so-you-dont-have-to-what-you-need-to-do-next.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/engineered-them-so-you-dont-have-to-what-you-need-to-do-next.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/engineered-them-so-you-dont-have-to-what-you-need-to-do-next.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/engineered-them-so-you-dont-have-to-what-you-need-to-do-next.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/engineered-them-so-you-dont-have-to-what-you-need-to-do-next.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/engineered-them-so-you-dont-have-to-what-you-need-to-do-next.md" --- # AI Overviews: We Reverse-Engineered Them So You Don’t Have To [+ What You Need To Do Next] *This article was originally published in partnership with [Search Engine Journal](https://www.searchenginejournal.com/ai-overviews-seo-tips-dacgroup-spa/543152/).* Is the classic funnel model ([TOFU-MOFU-BOFU](https://hubs.ly/Q03hCQZN0)) still relevant in an AI-driven SERP? What kinds of queries trigger [Google’s AI Overviews](https://hubs.ly/Q03hCR5h0)? How can you structure content so that AI pulls your site into the response? Do you really need to change your SEO strategy? For years, SEO teams followed a familiar [SEO playbook](https://hubs.ly/Q03hCRYv0): 1. Optimize upper-funnel content to capture awareness, 2. mid-funnel content to drive consideration, 3. lower-funnel content to convert. One page, one keyword, one intent. But with the rise of ChatGPT, Perplexity, Copilot, Gemini, and now Google’s AI Mode, that linear model is increasingly outdated. So, how do you move forward and keep your visibility high in modern search engine results pages (SERPs)? [We’ve](https://hubs.ly/Q03hCQ6Z0) reverse-engineered AI Overviews, so you don’t have to. Let’s dive in. ## What We’ve Discovered Through Reverse Engineering Google’s AI Overviews (AIO) From what we’re seeing across client industries and in how AI-driven results behave, the traditional funnel model – the idea of users moving cleanly from awareness to consideration to conversion – feels increasingly out of step with how people actually search. ### How Today’s Search Users Actually Search Today’s users jump between channels, devices, and questions. They skim, abandon, revisit, and decide faster than ever. **AI Overviews don’t follow a tidy funnel because most people don’t either.** They surface multiple types of information at once, not because it’s smarter SEO, but because it’s closer to how real decisions get made. ### AIOs & AI Mode Aren’t Just Answering Queries – They’re Expanding Them Traditionally, SEO strategy followed a structured framework. Take a travel-related topic, for example: - **Informational (Upper-Funnel)** – “How to plan a cruise?” - **Commercial (Mid-Funnel)** – “Best cruise lines for families” - **Transactional (lower-Funnel)** – “Find Best Alaska Cruise Deals” **However, AI Overviews don’t stick to that structure.** Instead, they blend multiple layers of intent into a single, comprehensive response. ## How AI Overviews Answer & Expand Search Queries Let’s stay with the travel theme. A search for “Mediterranean cruise” might return an AI Overview that includes: - Best Time to go (Informational). - Booking Your Cruise (Commercial). - Cruise Lines (Navigational). ### AI Mode Example for ‘Mediterranean Cruise’ ![](https://www.searchenginejournal.com/wp-content/uploads/2025/03/picture1-231.png) ![](https://www.searchenginejournal.com/wp-content/uploads/2025/03/picture2-86.png) ### What’s Happening Here? In this case, Google isn’t just answering the query. It anticipates what the user will want to know next, acting more like a digital concierge than a traditional search engine. ## The AI Overview Test & Parameters - Source: Semrush & Google - Tested Data: 200 cruise-related informational queries We started noticing this behavior showing up more often, so we wanted to see how common it actually is. To get a clearer picture, we pulled 200 cruise-related informational queries from SEMrush and ran them through our custom-built AI SERP scraper. The goal was to see how often these queries triggered AI Overviews, and what kind of intent those Overviews covered. The patterns were hard to miss: - 88% of those queries triggered an AI Overview - More than half didn’t just answer the initial question. - 52% mixed in other layers of intent, like brand suggestions, booking options, or comparisons, right alongside the basic information someone might’ve been looking for. Using a different query related to Mediterranean Cruises, the AIO response acts as a travel agent, guiding the user on topics like: - How to fly, - Destinations with region, - Cruise prices, - Cruise lines that sail to that destination. **While it’s an Information non-brand search query, the AIO response is lower-funnel as well.** ![](https://www.searchenginejournal.com/wp-content/uploads/2025/03/picture3-445.png) Again, **less than half of the queries were matched intent.** Here are some examples of queries that were identified as Informational and provided only the top-of-funnel response without driving the user further down the funnel. ![](https://www.searchenginejournal.com/wp-content/uploads/2025/03/picture4-69.png) ### The Verdict Even when someone asks a simple, top-of-funnel question, AI is already steering them toward what to do next, whether that’s comparing prices, picking a provider, or booking a trip. ## What Does This Mean for SEO Strategies Moving Forward? If AI Overviews and AI Mode are blending intent types, content, and SEO strategies need to catch up: 1. It’s no longer enough to rank for high-volume informational keywords. If your content doesn’t address multiple layers of intent, AI will fill the gaps with someone else’s content. 2. SEO teams need to analyze how AI handles their most important queries. What related questions is it pulling in? Are those answers coming from your site or your competitors? 3. Think beyond keyword volume. Long-tail queries may have lower search traffic, but they often align better with AI-cited content. Structure your pages with clear headings, bullets, and concise, helpful language—that’s what AI models prefer to surface. ## The Future of SEO in an AI World: Hybrid Intent Optimization The fundamentals of technical and on-page SEO still matter. But if your content is still built around single keywords and single intent types, you’re likely to lose visibility as AI continues to reshape the SERP. The brands that adapt to this shift by creating content that mirrors the blended, fast-moving behavior of actual users are the ones that will continue to own key moments across the funnel, even as the funnel itself evolves. As AI transforms search behavior, it‘s crucial to adapt your SEO strategies accordingly. At DAC, we specialize in aligning your content with the latest search trends to enhance visibility and engagement. Reach out to us today to future-proof your strategy with our award-winning [TotalSERP approach](https://hubs.ly/Q03hCSS60) and stay ahead in the evolving digital landscape. --- https://www.dacgroup.com/insights/blog/paid-media/2025-media-inflation-what-advertisers-need-to-know-now.md --- title: "2025 media inflation: What advertisers need to know now" date: 2025-04-11 author: "Armin Basharat" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/04/New-blog-banner-size-_-860X430-5.png" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/2025-media-inflation-what-advertisers-need-to-know-now.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/2025-media-inflation-what-advertisers-need-to-know-now.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/2025-media-inflation-what-advertisers-need-to-know-now.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/2025-media-inflation-what-advertisers-need-to-know-now.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/2025-media-inflation-what-advertisers-need-to-know-now.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/2025-media-inflation-what-advertisers-need-to-know-now.md" --- # 2025 media inflation: What advertisers need to know now Over the last few years, the cost of media has been rising, and this trend is expected to continue into 2025. Key drivers of media inflation—beyond general economic conditions—include increased demand for ad space, limited inventory, changes in consumer behavior, and growing platform dominance. In the U.S., political volatility shaped by new leadership, tariffs, and slowing economic growth is impacting advertisers in several ways. According to recent data, 94% of U.S. advertisers are concerned about the economic climate, and 45% plan to reduce budgets in response. At the same time, political uncertainty and low trust in media—only 7% of Americans express strong confidence—are driving audience avoidance and raising brand safety concerns. As a result, advertisers are pivoting away from “riskier” contexts like news, politics, and some areas of social media. Instead, spend is shifting toward perceived safe zones like arts, lifestyle, live events, and sports. That migration is pushing up prices in those categories as demand intensifies. Meanwhile, tariffs on imported goods are expected to hit apparel, electronics, and consumer products especially hard, causing some brands to reduce or delay ad investment. A repeat of the post-pandemic playbook—passing costs on to consumers and reinvesting profits in advertising—is likely in sectors with enough pricing power. While media buying will feel the effects, it is retailers who will be most directly impacted by the 2025 tariff environment. Rising costs—particularly in apparel, electronics, and home goods—are pushing many to rethink pricing, promotion, and checkout strategies. Some are testing value-added incentives and even itemizing tariff-related surcharges at checkout. While transparent, this approach can increase price sensitivity and affect conversion rates. Overall, media inflation in 2025 will be driven by strong advertiser demand and a still-expanding media supply, but within a cautious economic outlook. According to the [ECI Media Inflation report](https://ecimediamanagement.com/resources/media_inflation_report_q1_2025) for Q1 2025, overall media inflation is forecasted to be at +2.5%, which is a smaller growth figure than +3.4% in 2024. While not as sharp as previous years, advertisers should still expect moderate year-over-year cost increases. Linear TV is losing pricing power due to fragmentation, while digital channels—especially CTV, social, and search—are absorbing higher spend and seeing rising costs. Inflation is cooling, but it’s far from over. ![A line graph titled "5-year trend 2021–2025(f)" showing trends for TV, CTV, Online Display, Online Video, Print, OOH, Radio, and Online Audio from 2021 to 2025.](https://www.dacgroup.com/wp-content/uploads/2025/04/image-1.png) *Source:* [*Q1 2025 Media Inflation Report*](https://ecimediamanagement.com/resources/media_inflation_report_q1_2025)*, ECI Media Management* ## Linear and connected TV: Diverging paths Linear TV is expected to see minimal or potentially negative ad price inflation in 2025. With no major events like the Olympics or a presidential election to drive spikes in demand, the landscape is relatively calm. Many brands continue shifting their budgets to digital, further softening the market. Although cord-cutting and declining ratings are reducing available inventory, this tightening of supply is being offset by shrinking demand. Advertisers aiming to reach younger audiences are especially likely to pull back. If economic conditions worsen, we may even see zero or negative inflation in scatter markets—particularly in categories like automotive, where tariffs could prompt major spend reductions. Meanwhile, CTV is charting a different course, driven by a surge in new ad inventory that has helped temper inflation. Over the past few years, nearly every major streaming platform has launched an ad-supported tier. This influx of premium inventory has expanded advertiser options and driven average prices down. One of the most notable shifts came in early 2024, when Amazon Prime Video entered the ad market with CPMs around $35, undercutting competitors like Netflix and Max. The platform added 50 billion new impressions to the U.S. CTV ecosystem, forcing other streamers to lower their ad rates to remain competitive. As a result, average CPMs across top platforms declined. For example, [Netflix’s ad CPM dropped](https://www.emarketer.com/content/what-awaits-advertisers-2025-more-inventory-lower-cpms) from ~$42 in Q1 2024 to ~$31 by early 2025, according to eMarketer. ![Average US ad-supported video-on-demand (AVOD) CPMs by platform from Q1 2024 to Q2 2025, showing trends for Netflix, Disney+, Max, Amazon Prime Video, Peacock, and Hulu alongside a descriptive note and source.](https://www.dacgroup.com/wp-content/uploads/2025/04/image-3.png) CTV remains on a deflationary trajectory. While demand continues to rise as advertisers shift from linear, the rapid growth in inventory—alongside intense platform competition—is holding costs in check. Premium inventory will still command a higher rate, but overall, CTV is emerging as a cost-efficient, high-impact channel well-suited for today’s market. ## Social media: A game of supply, demand, and volatility Social is expected to see increases in ad costs year-over-year. eMarketer forecasts that CPMs across Meta, TikTok, Snapchat, and YouTube will rise in 2025, with TikTok leading the way at a projected 15.6% year-over-year growth. At the same time, impressions have also increased, indicating that advertisers are competing more intensely for audiences across growing segments such as social video and social commerce. Several factors contribute to the price increases. User growth in the U.S. is flattening, which means inventory and impressions are no longer expanding at the pace they once were. Any increase in advertiser spending against stagnant supply is likely to drive up CPMs. Demand for newer video formats—like Reels, TikToks, and Stories—continues to grow, and these formats often carry a premium. Additionally, many social platforms are implementing tighter limits on ad loads and frequency, which means finite inventory is being stretched further as competition intensifies. Given ongoing economic strain, messaging strategies across social need to evolve. Brands should shift from urgency to empathy, moving from “buy now” to “we’re here with you.” Leading with price alone risks backfiring in a climate of rising costs. Instead, messaging should emphasize lasting value: durability, versatility, sustainability, and relevance to consumers’ lives. Leaning into local or global brand values can reinforce trust, especially as public sentiment around imports and pricing becomes more sensitive. Meanwhile, TikTok remains at the center of market volatility. Its future in the U.S. is still uncertain, and competing platforms are positioning themselves to absorb potential ad spend shifts. According to eMarketer, TikTok CPMs dropped as much as 80% year-over-year in January, as brands sought more stable environments. Pinterest is one of the biggest beneficiaries of this reallocation, with CPMs surging as high as +120%. Should a TikTok ban go into effect, similar shifts—and price swings—can be expected. Despite the turbulence, TikTok has maintained 90% of its user traffic, proving its staying power with audiences. At the same time, X (formerly Twitter) is showing signs of an ad rebound. With major brands like Comcast and Disney returning, revenue is projected to hit $2.3 billion in 2025—a potential stabilizer if TikTok dollars continue to shift elsewhere. ![Meta and YouTube Could Capture About Half of Reallocated US TikTok Ad Dollars if Ban Is Enforced; pie chart showing average percentage of reallocated TikTok ad spending by platform/channel in 2025: Instagram 22.4%, Facebook 17.1%, YouTube 10.7%, Other social 18.3%, Connected TV (excluding YouTube) 12.9%, Other channels 18.6%.](https://www.dacgroup.com/wp-content/uploads/2025/04/image-5.png) *Source:* [*TikTok CPMs Falling Despite Relevance*](https://www.emarketer.com/content/tiktok-cpms-falling-cultural-relevance)*, eMarketer* ## Display and online video: Modest increases, growing efficiency Inflation for display and online video (OLV) advertising is expected to be moderate in 2025. Programmatic display spend continues to rise steadily, driven by automation and strong advertiser demand, which is putting some upward pressure on prices. In fact, programmatic display is expected to account for nearly all growth in the display market, capturing 96.8% of new ad dollars. For OLV—particularly on platforms like YouTube—demand is also increasing as more brands invest in video content to engage audiences across the funnel. However, this inflation is being tempered by a steady expansion in placement offerings. YouTube, for example, is aggressively growing its Shorts inventory, which helps keep CPMs competitive despite rising investment. Overall, both display and OLV are expected to see modest cost increases, but strong supply growth and ongoing improvements in platform efficiency are helping to keep inflation in check. For advertisers, these channels offer a dependable balance of performance and scalability in an otherwise fluctuating media landscape. ## Paid search: Spending more, getting less In 2025, paid search advertising is expected to see moderate inflation. [U.S. ad spend is projected to grow by over 12%, reaching $144 billion](https://www.emarketer.com/content/programmatic-advertising-forecast-and-ad-tech-trends-h1-2025). However, despite this increase in spend, impressions are on the decline—down 15% year-over-year—which is putting upward pressure on cost-per-click (CPC) rates. Cost-per-lead (CPL) is also on the rise, increasing across all industries by approximately 25% year-over-year. At the same time, click growth is slowing. This is due in part to the growing presence of AI-generated overviews in the search engine results page (SERP), which are reducing the need for users to click on ads. In fact, nearly 60% of all Google searches ended without a click in 2024. This combination of rising investment, declining impressions, and lower user engagement is driving up the overall cost per result, according to data from eMarketer. To maintain performance, advertisers will need to diversify their approach and focus on long-term value. Retailers affected by tariffs should also reassess their media-to-margin alignment. Some categories are facing 20% increases in cost of goods sold, which impacts how much they can afford to pay to acquire a customer. Recalculating CAC and ROAS thresholds, shifting spend toward higher-margin SKUs, and segmenting audiences by price sensitivity can help preserve profitability. Additionally, international advertisers should factor in Digital Services Taxes (DSTs), which range from 2–5% in markets like the UK, France, and Canada. These costs are not visible in platform dashboards and may lead to underreported CPAs or ROI if not tracked at the invoice level. Finance and media teams should align to ensure global spend is accurately forecasted. More efficient keyword targeting and refined performance strategies will be essential for sustaining ROI in an increasingly competitive environment. Capping CPCs can help maximize bid volume within budget and reduce cost-per-outcome. Brands should also continue investing in upper- and mid-funnel efforts to encourage engagement and drive conversions further down the line. Creating valuable content that resonates with users and boosts organic visibility will help support broader brand-building goals. Finally, optimizing landing page experiences will be key to improving conversion rates and maximizing every dollar spent in search. ![Digital ad spending in the US from 2025 to 2029 is shown in billions, with a descending trend in percentage change from 11.3% in 2025 to 7.7% in 2029.](https://www.dacgroup.com/wp-content/uploads/2025/04/image-7.png) ## Conclusion and recommendations The outlook for media inflation in 2025 is more optimistic than in recent years. While political and economic volatility remains, overall media inflation is expected to ease: +2.5% in 2025 compared to +3.4% in 2024. Ad spend is projected to grow +7% year-over-year, but at a slower pace than 2024’s event-driven surge. This signals a more stable, yet still competitive, environment that rewards strategic, full-funnel planning and agile execution. Digital channels are under the most inflationary pressure due to rising demand and limited inventory. Linear TV costs are flattening, while CTV inflation is decreasing as supply grows and audiences continue to shift. Meanwhile, social and search are seeing rising costs driven by tighter ad loads, new formats, and evolving SERP dynamics. ![Projected share of ad spend by channel for 2024 and 2025, showing percentages for Digital Video, Social Media, Paid Search, Digital Display, Podcasts, Digital Out-of-Home, Digital Audio, Gaming, Linear TV, and Other Traditional Media.](https://www.dacgroup.com/wp-content/uploads/2025/04/image-9.png) Brands that pull back on spend now risk losing visibility and long-term market share. During previous tariff cycles, companies that paused media efforts experienced longer recovery times and higher reacquisition costs. With retail sales still forecasted to grow 2.7–3.7% in 2025, staying active and adapting remains the better path forward. Looking ahead, advertisers should consider prioritizing CTV, linear TV, and premium video for efficient reach. In search, fine-tuning keyword strategies and capping CPCs will help control spend. Keeping a close eye on TikTok’s regulatory future is also key, as shifts could trigger CPM spikes on Meta and YouTube. Volatility will continue—but brands that stay visible, empathetic, and proactive will win. Aligning operational awareness, performance planning, and adaptable messaging will be key to standing out in 2025. --- https://www.dacgroup.com/insights/blog/analytics/incrementality-in-analytics-breakthrough-strategy-or-marketing-jargon.md --- title: "Incrementality in analytics: Breakthrough strategy or marketing jargon?" date: 2025-10-28 published: 2025-04-07 author: "Clyde Correa" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/04/Incrementality-in-Analytics-Breakthrough-Strategy-or-Marketing-Jargon-_-blog-banner.png" categories: - name: "Proove Analytics" url: "/insights/blog/analytics.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/analytics/incrementality-in-analytics-breakthrough-strategy-or-marketing-jargon.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/analytics/lincrementalite-en-analytique-strategie-revolutionnaire-ou-jargon-marketing.md" de: "https://www.dacgroup.com/de/einblicke/blog/analytics/inkrementelle-analysen-bahnbrechende-strategie-oder-marketing-jargon.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/analytics/incrementality-in-analytics-breakthrough-strategy-or-marketing-jargon.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/analytics/lincrementalite-en-analytique-strategie-revolutionnaire-ou-jargon-marketing.md" es: "https://www.dacgroup.com/es/descubre/blog/analytics/el-impacto-incremental-de-la-analitica-estrategia-revolucionaria-o-truco-de-marketing.md" --- # Incrementality in analytics: Breakthrough strategy or marketing jargon? Media measurement has never been easy. In today’s fragmented landscape, consumers encounter multiple ads across various platforms, devices, and time frames. This creates a complex web of interactions, making it nearly impossible to isolate the true impact of each ad. The rise of digital tracking provided new ways to measure behavior, but even with advanced analytics, crucial blind spots remain. For example, factors like price, product availability, and offline conversions often go unaccounted for. The industry’s growing reliance on third-party data has also been disrupted by the deprecation of cookies and increasing limitations within “walled gardens” like Meta and Google. These challenges make it harder than ever to measure the actual contribution of media investments. As marketers remain under pressure to deliver short-term results, the need for accurate measurement has never been more critical. Many turn to ad tech solutions that promise AI-driven insights and performance optimization. However, these tools often fail to deliver measurable business impact. Incrementality has emerged as a potential answer, helping marketers determine the real value of their media spend. But is it truly a breakthrough strategy, or just another industry buzzword? ## The pros and cons of incremental testing While incrementality is often presented as a solution to modern media measurement challenges, its real-world application comes with significant limitations. Due to real-world constraints, such as budgets, channel mix, creative variations, and behavioral shifts, there is no feasible way to determine the true incremental impact of each ad run without continuous long-term testing for every scenario. And that simply isn’t realistic. Despite these challenges, every marketer knows that relying on last-click attribution or any other non-data-driven modeling leads to either duplication, bias toward certain channels, or, in most cases, both. Without a more robust measurement approach, marketing performance can be easily misrepresented. Only by using incremental measurement, and validating its results, can we begin to hold our media investments accountable. Yet, even with incremental testing, skepticism remains. Marketers find it increasingly difficult to trust the results, especially when major platforms introduce their own measurement tools. Meta’s A/B testing tool, for example, has been criticized for its inability to provide unbiased results due to [divergent delivery](https://nam10.safelinks.protection.outlook.com/?url=https%3A%2F%2Fwww.msi.org%2Fworking-paper%2Fwhere-a-b-testing-goes-wrong-how-divergent-delivery-affects-what-online-experiments-cannot-and-can-tell-you-about-how-customers-respond-to-advertising%2F&data=05%7C02%7CBGrannec%40dacgroup.com%7C90cd68fdebae485557d008dd67562db3%7C0ebe24983f844801a996f274524c84e3%7C0%7C0%7C638780342023657161%7CUnknown%7CTWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ%3D%3D%7C0%7C%7C%7C&sdata=ebv2711g6QKb4gSsT1iaNRBjrgsg1x5tf1yZoKaEfxs%3D&reserved=0). Instead of distributing ads evenly across test groups, Meta optimizes delivery by prioritizing users more susceptible to the ad’s messaging. This means reported results reflect both targeting effects and actual ad impact, inflating the perceived lift. Given these challenges, some marketers dismiss incrementality as just another industry buzzword an appealing concept that fails under real-world conditions. But does this mean incrementality should be disregarded entirely? Not quite. While no method is perfect, when applied correctly, incrementality testing remains one of the best tools available for estimating the true impact of media investments. ## Why incrementality matters more than ever Studying the incremental effects of media provides valuable insights that go beyond simple return on investment (ROI). It helps marketers determine not just how much revenue their media is generating, but also where their next marketing dollar should be allocated for maximum impact. One of the key benefits of incrementality testing is identifying saturation points, the level of investment at which a media channel’s effect plateaus. Simply put, this tells marketers when spending more won’t lead to additional conversions, allowing them to reallocate budgets more efficiently. Incrementality also helps measure the true efficiency of media spend (MROI) by distinguishing which tactics are actually driving results versus those that appear effective due to flawed attribution models. Without incrementality testing, many marketers unknowingly allocate budgets toward channels that look good on reports but don’t contribute to true business growth. However, applying incrementality testing isn’t always straightforward. While continuous testing provides the most accurate results, it comes at a cost. Running experiments across multiple scenarios can be expensive and time-consuming, making it difficult to apply in every situation. That said, the insights gained from even a few well-executed tests can significantly improve marketing efficiency, helping businesses make better-informed decisions about their media strategy and avoid common pitfalls like wasted spend and over-reliance on misleading attribution models. ## Common pitfalls in attribution and analytics When analyzing media performance, marketers often rely on ad servers and analytics platforms to measure success. However, these tools come with significant limitations, which can lead to misguided budget decisions and misinterpretation of marketing effectiveness. A common challenge is conversion tracking through pixels. Platforms like Meta Ads and Google Ads use their own pixels to track conversions, but this often leads to overcounting when multiple platforms take credit for the same sale. Floodlights, which help track conversions across platforms, reduce duplication but fail to account for external influences such as seasonality, competitor activity, or broader market trends. Although GA4 has moved away from a last-touch approach toward a data-driven attribution model, credit is still primarily assigned based on click interactions. As a result, paid and organic search are often overrepresented, while upper-funnel tactics—which rely more heavily on impressions and view-based engagement, remain undervalued. The result? Media budgets are optimized toward existing category demand, rather than efforts that drive true incremental growth. When companies optimize media using last-touch attribution, they often fall into what we could refer to as a “doom loop”: - Budgets shift toward channels that appear to have the highest last-touch return on ad spend (ROAS). - Over time, brand awareness weakens as upper-funnel media investment decreases. - Demand declines, leading to lower overall revenue. - To compensate, marketing budgets are cut further, reinforcing the cycle. This is why incrementality testing is essential. Without it, businesses risk over-investing in channels that look effective on paper but don’t actually contribute to long-term growth. ## How to measure incrementality: The two main approaches There are multiple ways to measure incrementality, but two methods stand out as the most reliable: Incrementality testing and marketing mix modeling (MMM). Each serves a distinct purpose and can be used depending on the specific measurement needs of a business. ### Incrementality testing: Best for new channels Incrementality testing compares a control group (not exposed to a marketing channel) against an exposed group (those who see the ads) to determine the true impact of a given channel. The key is to select groups that behave similarly before the intervention, this ensures that any difference in performance afterward is due to the media and not external factors. One of the best approaches within incrementality testing is geo-testing, where certain geographic regions are used as test and control groups. Geo-testing is considered the gold standard because it eliminates many of the biases that come with individual user-level tracking. Recent advancements in technology have made geo-testing faster and more efficient, giving marketers a more accurate way to measure the lift generated by media investments. ### Marketing mix modeling (MMM): Best for evaluating past performance MMM uses statistical regression models to estimate the relationship between media spend and business outcomes. Unlike incrementality testing, which focuses on direct comparisons, MMM looks at historical data to analyze trends over time. One limitation of basic regression models is that correlation does not always imply causation. However, modern MMM techniques integrate causal inference frameworks **and separately account** for factors like seasonality, external influences, and market trends, significantly improving accuracy. This makes MMM an excellent tool for businesses looking to evaluate past media performance and optimize future budget allocation. Both methods, when applied correctly, help marketers move beyond unreliable attribution models and toward a deeper understanding of their media’s true impact. The choice between them depends on the business goal: testing new channels? Use incrementality testing. Optimizing long-term budget allocation? Use MMM. ## How marketers can take action Understanding incrementality is one thing, applying it effectively is another. While no measurement approach is perfect, marketers can take specific steps to ensure they’re making more informed, data-driven decisions. 1. **Consult an analytics team to establish a measurement framework:** Incrementality measurement requires expertise. Partnering with analysts can help define the right approach based on your business goals, data availability, and budget constraints. 2. **Use marketing mix modeling (MMM) to assess past performance:** MMM can help you understand how different media investments have historically driven business outcomes. This allows for more strategic budget allocation moving forward. 3. **Experiment with new media channels and validate their incremental value:** Before scaling investments in new channels, run incrementality tests to determine their true impact. Geo-testing and control/exposed experiments can provide clear, actionable insights. By implementing these steps, businesses can move beyond outdated attribution models and ensure that marketing investments are driving real, measurable growth, not just shifting credit between platforms. There is no perfect way to measure the impact of every marketing effort. The loss of third-party cookies, attribution gaps, and conflicting platform data make it harder than ever to track conversions accurately. However, incrementality testing and marketing mix modeling (MMM) provide better insights than outdated attribution models. While not flawless, they help marketers make more informed, data-driven decisions. By consulting analytics professionals and implementing rigorous testing, businesses can ensure their marketing investments drive real, measurable growth, not just shifts in attribution. --- https://www.dacgroup.com/insights/blog/search-optimization/the-google-march-2025-core-update-rollout-is-complete-and-ai-mode-is-live-in-labs.md --- title: "The Google March 2025 Core Update rollout is complete and AI Mode is live in Labs" date: 2025-04-03 published: 2025-04-01 author: "Dan Lauer" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/04/New-blog-banner-size-_-860X430-1.png" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/the-google-march-2025-core-update-rollout-is-complete-and-ai-mode-is-live-in-labs.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/the-google-march-2025-core-update-rollout-is-complete-and-ai-mode-is-live-in-labs.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/the-google-march-2025-core-update-rollout-is-complete-and-ai-mode-is-live-in-labs.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/the-google-march-2025-core-update-rollout-is-complete-and-ai-mode-is-live-in-labs.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/the-google-march-2025-core-update-rollout-is-complete-and-ai-mode-is-live-in-labs.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/la-principal-actualizacion-del-algoritmo-google-esta-ya-completa-y-el-modo-ai-esta-disponible-en-labs.md" --- # The Google March 2025 Core Update rollout is complete and AI Mode is live in Labs The Google March 2025 Core Algorithm System Update completed right on time, two weeks after its launch on March 13, 2025. This was the first Core Update of 2025 and, in fact, the first update of any kind since December 2024. ![Google Search Status Dashboard showing ranking incidents for 2025 and 2024, including core updates and a spam update.](https://www.dacgroup.com/wp-content/uploads/2025/03/image-32.png) The trend is obvious with each of the last four Google Core Updates, namely the expansion of search queries triggering AI Overviews and the expansion of Reddit being cited as a source for AI Overviews. Per the SEMrush Domain Overview tool from November 2024 to December 2024, reddit.com saw a +**5,260% increase in keywords ranking within AIOs**. That’s an increase of more than 121,000 in search queries. In the last 30 days, with the March 2025 Core Update, we’ve seen a further increase of +946% search queries, +1.5 million (yes, 1.5 million more queries!). ![Screenshot of a webpage showing organic research data for reddit.com. It includes metrics like keywords (1.7M), traffic (28.2M), and traffic cost ($18.9M). A graph displays the SERP features trend over 6 months, highlighting spikes in March 2025.](https://www.dacgroup.com/wp-content/uploads/2025/03/image-34.png) In its last earning call, Reddit blamed Google algorithm updates for missing its target estimates for daily active unique visits in Q4, which sent its shares down 15% during extending trading, per [Reuters](https://www.reuters.com/technology/reddit-forecasts-quarterly-revenue-above-estimates-2025-02-12/). With each of the last four Google Core Updates, the percentage of queries—across industries and up and down the customer funnel—have increased across desktop and especially mobile devices. Back in November 2024, Barry Schwartz from Search Engine Roundtable reported that [AI Overviews were even displaying within the People Also Ask (PAA) SERP feature](https://www.seroundtable.com/google-ai-overview-within-people-also-ask-38370.html). Studies, like the one from [Seer](https://www.seerinteractive.com/insights/ctr-aio), have also shown that AIOs are affecting both organic and paid channels, with paid CTRs declining both when an AIO is shown and when it is not—because paid listings are pushed below the fold when AI Overviews take over “position 0” on the SERP. The “zero-clickification” or zero-click SERP continues to be the new normal as traditional search becomes less of a search engine and more of an “answer engine.” More and more people are interacting with AI and getting the answers and information they need without leaving Google’s ecosystem. The expansion of the query set and visibility of AI Overviews on the SERP will continue to negatively influence CTRs. So, while a brand’s visibility might increase, the usual clicks/traffic from organic sources may no longer follow. ## Google’s new AI Mode in Labs Now enter stage right: Google’s announcement earlier in March 2025 about their new Labs experiment, AI Mode. At first glance, it’s pretty accurate and pretty impressive. Within the US, if you log in to your Chrome profile and opt-in (once you get access from the waitlist), you will see an AI Mode tab when you conduct a traditional Google search: ![Google search results page showing "chicago pizza" with about 161,000,000 results in 0.50 seconds.](https://www.dacgroup.com/wp-content/uploads/2025/03/image-36.png) For some queries, you will still see the AI Overview mode at the top for your query. Now, however, when you click on AI Mode it will provide you an entire answer, anticipating additional questions you might ask. So, this isn’t just *query – answer – information*; it’s giving you all of that, plus more, even including local listings for “near me” and other locally qualified searches, with some of the links within AI Mode going to Google sites rather than publisher or brand destinations. !["Google search results listing top contenders for the best cheeseburgers in Chicago, including Au Cheval, The Loyalist, and Red Hot Ranch, with additional options like Mott Burger and Little Bad Wolf."](https://www.dacgroup.com/wp-content/uploads/2025/03/image-38.png) Google promised last year that its Core Updates would be released more often. If each Core Update expands the visibility of AI Overviews on the SERP and CTRs continue to decline, website owners will need to adjust their strategies and how we measure success. Unless AI Overview data is segmented out and released by Google and Bing (which is unlikely as the CTRs are going to be extremely low), looking at “organic traffic” alone is not going to be enough to accurately measure success. ## So, is SEO finally dead? No. Plain and simple. But it is *evolving*, which is not a bad thing. The real question is: What can you do in this AI world amid the modernization of SEO? Our advice is to stick to the basics while recognizing that content creation needs to evolve, even if only slightly. As search becomes fragmented, the days of the one-keyword page are long gone. - **Visibility:** Make sure Google and AI crawlers can efficiently crawl, render, and index the pages and content on your site. - **Content:** Create high-quality, helpful content that aligns with multiple stages of the customer journey. Use listicles, bulleted/numbered lists, and other search-friendly formats. - **Distribution:** Once you create great content, turn it into different forms. For example, an FAQ can become a blog post with supplemental video, which you can distribute on multiple platforms, multiple times. - **UX/UI:** Provide users a great on-site experience that allows them to easily navigate information on your site. Make it effortlessly easy for them to progress through the customer journey. - **Technical:** Implement structured data appropriately to help LLMs understand your content more quickly and easily, as [Microsoft explicitly confirmed](https://searchengineland.com/microsoft-bing-copilot-use-schema-for-its-llms-453455). Also make sure your internal linking structure and backlinking is set up strategically. - **Media:** Make sure you have an image and video strategy to supplement your content so that you show up for image packs and videos (AI models are pulling in YouTube videos and associated links, after all). You can do things like create specific image and video XML sitemaps, which you can populate with image and video structured data. DAC’s SEO specialists are paying attention to these rapid evolutions on the SERP, and continually adapt their on-page SEO strategies in response. This early-mover advantage can be paramount to success in helping brand websites drive traffic and engagement across all stages of the customer journey—for both brand and non-brand queries. In short, SEO continues to earn a seat at the table across multiple channels and departments across organizations. It is no longer an upper-funnel, non-brand tactic alone. --- https://www.dacgroup.com/insights/blog/creative/design-in-2025-bold-smart-and-ai-powered.md --- title: "Design in 2025: Bold, smart, and AI-powered" date: 2026-01-12 published: 2025-03-10 author: "Justin Hung" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/03/5DesignTrends-Blog-Thumb2.jpg" categories: - name: "Creative" url: "/insights/blog/creative.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/none/design-in-2025-bold-smart-and-ai-powered.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/creative/design-in-2025-bold-smart-and-ai-powered.md" de: "https://www.dacgroup.com/de/einblicke/blog/creative/die-zukunft-des-designs-5-kreative-trends-fuer-das-jahr-2025.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/creative/design-in-2025-bold-smart-and-ai-powered.md" es: "https://www.dacgroup.com/es/descubre/blog/creative/el-futuro-del-diseno-5-tendencias-creativas-que-marcaran-el-2025.md" --- # Design in 2025: Bold, smart, and AI-powered Graphic design is constantly evolving, reflecting changes in technology, consumer behavior, and cultural shifts. As we move further into 2025, certain trends are already defining the visual landscape, blending innovation with a focus on authenticity, efficiency, and impact From AI-driven innovation to bold visual choices, this year’s trends are pushing boundaries in exciting ways. Designers and brands must adapt to stay ahead in an ever-changing landscape. With that in mind, join us as we explore the five most significant creative trends shaping 2025 and their influence on design, branding, and user experience. ## 1. **AI-powered design: Creativity meets efficiency** Artificial intelligence is no longer just a futuristic concept in design—it has become a personal assistant, enhancing creativity and efficiency. Rather than replacing designers, AI is amplifying their skills, streamlining workflows, and unlocking new possibilities for ideation and execution. A variety of [AI-powered tools are reshaping the creative process:](https://www.adobe.com/express/learn/blog/design-trends-2025) - **Adobe Firefly** integrates generative AI into Adobe Creative Cloud, allowing designers to create images, vector graphics, and text effects from simple text prompts. - **Canva Magic Design** serves as an AI-driven assistant, automatically generating templates, layouts, and branding elements tailored to user input. - **DALL·E 3** by OpenAI transforms text descriptions into high-quality visuals, making it a powerful tool for concept art and branding. - **Uizard** accelerates UI/UX workflows by converting hand-drawn wireframes and text descriptions into functional digital interfaces. - **Figma AI** refines the design process with smart auto-layout suggestions, AI-generated components, and instant design variations for rapid prototyping. The key to AI’s role in design lies in blending automation with human intuition. While AI can assist with idea generation and repetitive tasks, the designer’s expertise, creativity, and unique perspective remain irreplaceable. In 2025, the most successful creatives will be those who embrace AI as a collaborative tool—using it to enhance their work rather than define it. ![A futuristic urban tower high in the mountains, featuring lush green vertical farming, with a graphic design and art style shown in concept art.](https://www.dacgroup.com/wp-content/uploads/2025/03/image-15.png)*(Adobe Firefly)* ![Image Alt Text](https://www.dacgroup.com/wp-content/uploads/2025/03/image-17.png)(Uizard) ## 2. **Bold minimalism: Simplicity with maximum impact** Minimalism has long been a staple in design, but in 2025, it’s evolving into something bolder. In a world saturated with content, brands need to capture attention instantly—and [bold minimalism ](https://www.jukeboxprint.com/blog/25-of-the-biggest-graphic-design-trends-for-2025?utm_source=chatgpt.com)does exactly that by stripping away excess while amplifying key design elements. This trend embraces high contrast, oversized typography, and striking color combinations, proving that simplicity doesn’t have to be subtle. Large, statement-making fonts, carefully curated color palettes, and striking photography work together to create visuals that feel both modern and timeless. What makes bold minimalism so powerful is its versatility. Whether in digital, print, branding, or web design, this approach enhances readability, improves user experience, and ensures key messages stand out. By balancing simplicity with impact, brands can cut through the noise and make a lasting impression without overwhelming the audience. ![Billboard with text "You, Me, Umami" showing two people enjoying noodles with chopsticks, and the Instacart logo.](https://www.dacgroup.com/wp-content/uploads/2025/03/image-2.png)*(Instacart)* ![Burger King branding collage with logo, color palette, typography, icons, and a burger image.](https://www.dacgroup.com/wp-content/uploads/2025/03/image-4.png)*(Burger King)* ![Alt text: A billboard on a building advertising Pleo with company names such as Xero, Houst, Koto, Thread, Yoyo, Byron, Pizza Pilgrims, Ueni, Medopad, and Drover, featuring images of people next to each name. Text reads: "Join 7000+ companies using Pleo."](https://www.dacgroup.com/wp-content/uploads/2025/03/image-6.png)*(Pleo)* ## 3. **Custom icons: The new visual signature** Icons have long been functional elements in design, but in 2025, they are evolving into distinctive brand assets. More than just navigational aids, [custom icons](https://www.manypixels.co/blog/illustrations/icon-trends) are now key storytelling tools, helping brands reinforce their identity and create more engaging user experiences. As digital spaces become increasingly crowded, brands are turning to unique, handcrafted icon sets to stand out. Whether on websites, mobile apps, or social media, these icons transform everyday interactions into recognizable brand moments. Instead of relying on generic icon libraries, companies are designing custom sets that reflect their personality, values, and aesthetics. Alongside static icons, animated and organic icon styles are growing in popularity. Hand-drawn and imperfect designs bring warmth and authenticity, while subtle animations enhance engagement by making interactions feel smoother and more dynamic. By embracing custom icons, brands can add a personalized, memorable touch to their digital presence, ensuring that every visual element aligns with their identity. ![Smartphone screens displaying a food delivery app interface with options for delivery or pickup, featuring $0 delivery fee offer, and various cuisine categories like Healthy, Indian, Italian, and Japanese.](https://www.dacgroup.com/wp-content/uploads/2025/03/image-8.png) ![Icons representing different food categories including seafood, French, Korean, ice cream, Japanese, Asian, sushi, dessert, smoothie, pizza, burger, Thai, American, bubble tea, Indian, breakfast, alcohol, BBQ, Turkish, Chinese, kosher, Vietnamese, soul food, and Brazilian.](https://www.dacgroup.com/wp-content/uploads/2025/03/Uber-emojis-1024x382.png)*(Uber Eats via Sylvia Yang)* ![Carton and packaging of Naveia oat milk with nutritional and product information.](https://www.dacgroup.com/wp-content/uploads/2025/03/Naveia-2.png)*(Naveia)* ![A-frame cabin in a forest with superimposed white icons of an igloo, windmill, camper, cabin, castle, and sailboat.](https://www.dacgroup.com/wp-content/uploads/2025/03/image-10.png) ![Various minimalist icons representing travel and accommodation amenities.](https://www.dacgroup.com/wp-content/uploads/2025/03/Picture5-1-1024x705.png)*(Airbnb via Zach Roszczewski)* ## 4. **Modern natural: Blending nature with contemporary design** Design is shifting away from rigid grids and sharp angles, embracing organic shapes, earthy tones, and hand-drawn elements that create a sense of warmth and authenticity. This trend, known as [Modern Natural](https://www.jukeboxprint.com/blog/25-of-the-biggest-graphic-design-trends-for-2025?utm_source=chatgpt.com), reflects a growing desire for visuals that feel more human, imperfect, and connected to the environment. By incorporating natural textures, botanical illustrations, and asymmetrical layouts, designers craft visuals that balance structure with fluidity. More brands are turning to earthy color palettes and eco-conscious aesthetics, aligning their identity with sustainability and authenticity. This approach is particularly popular in branding, packaging, and web design, where elements like hand-drawn plants, mountains, and flowing forms add depth and character. As audiences seek more meaningful interactions with brands, Modern Natural provides a way to communicate sincerity and emotional connection through design. !["Respect the land. This is Shoco habitat." sign and colorful directional trail signs with natural background.](https://www.dacgroup.com/wp-content/uploads/2025/03/Picture6.jpg) *(aruba conversation foundation)* ![Picnic setup with a variety of snacks on a green checkered cloth, featuring Graza olive oil bottles, a large bowl of potato chips, a bag of Graza extra virgin olive oil potato chips, cherries, orange slices, and a bowl of pink dip.](https://www.dacgroup.com/wp-content/uploads/2025/03/Picture7-1.png)*(Graza)* ## **5. Gradients: Evolving into a softer aesthetic** Gradients continue to be a dominant force in design, but in 2025, they are shifting toward a more subtle and refined aesthetic. Instead of the bold, high-contrast gradients of previous years, designers are embracing muted, pastel, and soft color transitions to create a sense of depth and sophistication. This evolution isn’t just about aesthetics—it’s about enhancing digital experiences. Gradients are being used in UI/UX design, branding, packaging, and web interfaces to add dimension, movement, and a sense of fluidity. Interactive elements, such as hover effects and animated transitions, make gradients feel dynamic and immersive. By integrating gradients as primary design elements, brands are creating bespoke visual identities that feel modern yet approachable. Whether used subtly in backgrounds or as bold focal points, gradients remain a versatile tool for adding visual interest without overwhelming the composition. ![Catch the Opening Keynote promotional banner for Adobe MAX with four people pictured.](https://www.dacgroup.com/wp-content/uploads/2025/03/image-19.png)*(AdobeMax)* ![AI-powered coding webpage with colorful, stylized flowers against an orange gradient background.](https://www.dacgroup.com/wp-content/uploads/2025/03/image-21.png)*(Microsoft)* ![A two-part Spotify billboard featuring text emphasizing nostalgia, with the years 1989, 1998, and 2019, comparing cultural trends. A taxi is parked in front.](https://www.dacgroup.com/wp-content/uploads/2025/03/image-23.png)*(Spotify)* Creativity is always evolving, shaped by new tools, shifting aesthetics, and changing expectations. The best designers and brands are those who embrace these shifts—not just following trends, but using them to create work that is bold, meaningful, and lasting. As the design landscape continues to transform, having the right expertise makes all the difference. At DAC, we stay ahead of these changes to help brands navigate and harness the power of great design. If you’re looking for expert guidance, we’re here to help. --- https://www.dacgroup.com/insights/blog/analytics/cro-in-2025-how-ai-personalization-and-micro-conversions-are-changing-the-game.md --- title: "CRO in 2025: How AI, personalization, and micro-conversions are changing the game" date: 2025-03-11 published: 2025-03-10 author: "Mario Lyn" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/03/Blog-banner-CRO-in-2025.png" categories: - name: "Proove Analytics" url: "/insights/blog/analytics.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/analytics/cro-in-2025-how-ai-personalization-and-micro-conversions-are-changing-the-game.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/analytics/cro-in-2025-how-ai-personalization-and-micro-conversions-are-changing-the-game.md" de: "https://www.dacgroup.com/de/einblicke/blog/analytics/cro-im-jahr-2025-wie-ki-personalisierung-und-mikro-conversions-das-geschaeft-veraendern.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/analytics/cro-in-2025-how-ai-personalisation-and-micro-conversions-are-changing-the-game.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/analytics/cro-in-2025-how-ai-personalization-and-micro-conversions-are-changing-the-game.md" es: "https://www.dacgroup.com/es/descubre/blog/analytics/cro-en-2025-como-la-ia-la-personalizacion-y-las-microconversiones-estan-cambiando-el-juego.md" --- # CRO in 2025: How AI, personalization, and micro-conversions are changing the game For years, [Conversion Rate Optimization](https://www.dacgroup.com/insights/blog/strategy/conversion-rate-optimization-part-art-part-science/) (CRO) has been synonymous with A/B testing—tweaking button colors, refining call-to-action copy, and adjusting page layouts to boost conversions. But as digital experiences grow more sophisticated, CRO is moving beyond these incremental changes. In 2025, brands are embracing AI, hyper-personalization, and full-funnel strategies to optimize every stage of the customer journey. Today’s consumers interact with brands across multiple devices and platforms, making static experiments outdated. Modern CRO must adapt in real time, leveraging AI-driven insights and micro-conversions to predict and influence user behavior. Businesses that fail to evolve risk missing valuable engagement opportunities and falling behind. So, what’s next for CRO in 2025? AI will drive real-time optimization, hyper-personalization will create frictionless experiences, and CRO will extend beyond the final conversion to shape every interaction. Brands that embrace this transformation will gain a competitive edge, fostering deeper engagement, higher conversions, and lasting customer loyalty. ## **AI-Driven CRO: Smarter, faster, and more effective** Artificial intelligence is reshaping Conversion Rate Optimization (CRO) by automating experimentation, predicting user behavior, and dynamically adjusting content in real time. While traditional A/B testing relies on static comparisons, AI enables continuous optimization, allowing businesses to deliver more personalized and seamless user experiences. Here are some of the key ways AI is transforming CRO in 2025: - **Predictive AI for CRO** AI-powered tools analyze vast amounts of real-time data to anticipate user behavior and optimize experiences accordingly. By identifying browsing patterns, intent signals, and engagement trends, AI can serve the right content or offer at the perfect moment. Unlike A/B testing, which requires equal traffic distribution and time to determine a winner, multi-armed bandit testing dynamically shifts traffic to the best-performing variations. This allows businesses to maximize conversions faster while reducing exposure to underperforming experiences. - **AI-Generated Content & Adaptive Copywriting** AI is revolutionizing content creation by automating the generation of landing page headlines, CTAs, and product descriptions. Machine learning continuously refines messaging based on user interactions, ensuring the most effective wording is displayed. Beyond static content optimization, AI also enables dynamic, real-time content adaptation, tailoring page elements to different audience segments based on their browsing behavior, demographics, and preferences. - **AI-Powered Heatmaps & Session Replays** Traditional heatmaps highlight user interactions, but AI-powered versions go further by automatically detecting friction points and user drop-offs. Machine learning identifies hesitation, abandoned clicks, and missed engagement opportunities, providing actionable insights. AI-driven session replays analyze behavioral trends, allowing businesses to pinpoint and resolve UX bottlenecks more efficiently than ever before. - **Conversational CRO & AI Chatbots** AI-driven chatbots are enhancing user engagement by guiding visitors through decision-making, answering objections, and providing personalized recommendations in real time. These virtual assistants reduce friction, keeping users engaged longer. Meanwhile, voice search optimization is becoming essential as more consumers use smart assistants for shopping and inquiries. Optimizing CRO for voice-driven interactions ensures brands remain competitive in this evolving landscape. By leveraging AI, businesses can move beyond static experiments and create intelligent, self-optimizing digital experiences that drive higher engagement and conversions. ## **Hyper-personalization: Tailoring experiences in real time** Personalization has always been a key component of Conversion Rate Optimization (CRO), but in 2025, it’s evolving beyond simple demographic-based targeting. Instead of relying on broad audience segments, businesses are embracing hyper-personalization, using real-time behavioral data, first-party insights, and AI-driven recommendations to create highly individualized experiences. Here’s how hyper-personalization is transforming CRO: - **Behavior-Based Personalization Over Demographics**: Traditional personalization grouped users into broad categories, but today, real-time actions matter more than static traits. AI tracks engagement signals—scroll depth, mouse movements, and time spent on specific sections—to adjust what users see in the moment. For example, if a visitor lingers on a pricing page, AI can trigger a chatbot to offer help or display a time-sensitive discount, boosting conversions without interrupting the experience. - **First-Party Data & Privacy-Friendly Personalization**: With third-party cookies fading out, businesses are turning to first-party and zero-party data—information users share willingly, like survey responses and account preferences. This privacy-first approach builds trust while still allowing brands to deliver relevant, high-value experiences. - **Dynamic CTAs & Adaptive Landing Pages**: Instead of showing the same content to everyone, AI-driven CTAs and landing pages adapt on the fly. A first-time visitor might see an introductory offer, while a returning customer gets personalized product recommendations. AI adjusts messaging, images, and layouts in real time, ensuring that every visitor gets a version of the page designed just for them. - **Hyper-Personalized Shopping Experiences**: AI-powered recommendations are moving beyond simple “people also bought” suggestions. Now, AI analyzes live browsing behavior to recommend products that fit a shopper’s current intrests, not just their past purchases. Smart upsells and cross-sells based on real-time intent make shopping feel effortless while increasing conversions. Hyper-personalization is no longer just a competitive advantage—it’s an expectation. Brands that tailor experiences in real time will build deeper connections, boost engagement, and drive higher conversions. ## **CRO Across the Entire User Journey with Micro-Conversions** CRO has traditionally focused on final conversions—a purchase, a sign-up, or a completed form. But in 2025, brands are taking a more holistic approach, optimizing every step of the customer journey. Instead of waiting for the last click, they’re focusing on micro-conversions—small but meaningful interactions that signal user intent and engagement. Micro-conversions happen throughout the funnel, from watching a product demo to engaging with a chatbot or adding an item to a wishlist. Each action provides valuable insights into user behavior, helping brands refine their CRO strategies. AI plays a crucial role in identifying patterns and predicting which micro-conversions are most likely to lead to a sale. For instance, if a visitor lingers on a pricing page, AI can trigger a personalized offer or suggest relevant content to nudge them closer to conversion. Beyond tracking intent, micro-conversions also fuel better retargeting strategies. A user who spends time researching a product but doesn’t complete a purchase can later receive a personalized follow-up—whether through an email reminder, a tailored discount, or a dynamic ad that aligns with their previous interactions. This keeps potential customers engaged and increases the likelihood of conversion over time. Another key shift in 2025 is the rise of cross-device and omnichannel CRO. Users no longer follow a linear path to conversion—they browse on mobile, compare options on desktop, and sometimes complete purchases in-store. Optimizing for these fragmented journeys is essential. For example, a shopper who explores a product on mobile but doesn’t buy might later see a reminder in their desktop experience or receive a tailored push notification that encourages them to complete their purchase. By connecting the dots across devices and platforms, brands can create seamless experiences that reduce drop-offs and improve conversion rates. CRO in 2025 is no longer just about the final click—it’s about understanding every interaction, removing friction, and creating seamless, adaptive experiences that engage users at every step. As AI, personalization, and data-driven strategies reshape the landscape, brands that embrace this full-funnel mindset won’t just see higher conversions—they’ll build lasting customer relationships. At DAC, we help businesses navigate this evolution to create high-performing, user-centric experiences. Let’s connect and explore what’s next for your strategy. --- https://www.dacgroup.com/insights/blog/local-search/celebrating-20-years-of-google-maps-a-look-back-at-its-evolution.md --- title: "Celebrating 20 Years of Google Maps: A Look Back at Its Evolution" date: 2025-03-10 author: "Kyle Harris" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/03/Google-maps-20th-anniversary-banner-1.png" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: de: "https://www.dacgroup.com/de/einblicke/blog/local-search/wir-feiern-20-jahre-google-maps-ein-blick-zurueck-auf-die-entwicklung.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/celebrating-20-years-of-google-maps-a-look-back-at-its-evolution.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/celebrating-20-years-of-google-maps-a-look-back-at-its-evolution.md" --- # Celebrating 20 Years of Google Maps: A Look Back at Its Evolution In February 2025, Google Maps officially turned 20 years old—a milestone that highlights two decades of innovation in digital navigation. What started in 2005 as a basic online mapping tool has since evolved into an indispensable platform powered by AI, real-time data, and immersive technologies. From everyday commuters to global travelers and businesses, millions rely on Google Maps to navigate the world with ease. As we celebrate this anniversary, let’s take a look back at the key innovations that have shaped Google Maps, transforming it from a simple mapping service into a powerful tool that redefines how we explore and connect with our surroundings. ## 1. **The Birth of Google Maps** When Google Maps launched in February 2005, it set out to solve a simple yet crucial problem: making digital maps more interactive and user-friendly. Unlike the static, image-based maps of the past, Google Maps introduced seamless scrolling, zooming, and an intuitive search function. This innovation marked a major shift in how people accessed geographic information online. Originally developed as a C++ desktop program by Danish brothers Lars and Jens Eilstrup Rasmussen, Google acquired the technology in 2004 and transformed it into a web-based application. By integrating satellite imagery, street data, and powerful search capabilities, Google Maps quickly became the go-to platform for navigation. The launch laid the foundation for what would become a continuously evolving mapping ecosystem—one that would soon go beyond simple directions to offer real-time insights, business listings, and immersive geographic experiences. ## 2. **Google Earth: The World in 3D** ![A view of Earth from space showing the Atlantic Ocean, parts of North and South America, and Africa, with the Google Earth logo visible.](https://www.dacgroup.com/wp-content/uploads/2025/03/image-25.png) Shortly after launching Google Maps, Google introduced Google Earth in 2005, revolutionizing how people explore the world. Unlike traditional 2D maps, Google Earth provided a three-dimensional, satellite-based view of the planet, allowing users to zoom in on cities, landmarks, and remote locations with remarkable detail. Built on Keyhole Inc.’s Earth Viewer—a technology Google acquired in 2004—Google Earth combined satellite imagery, aerial photography, and geographic data to create an immersive, interactive experience. Over time, it expanded to include topographical features, street overlays, and even historical imagery, enabling users to track changes in landscapes, urban development, and environmental shifts over the years. Beyond navigation, Google Earth became a powerful tool for education, urban planning, and scientific research. Scientists monitored climate change, historians reconstructed ancient cities, and educators transformed geography lessons into virtual journeys. This groundbreaking innovation set the stage for the next major leap in mapping technology: real-time traffic navigation. ## 3. **Street View: A Ground-Level Perspective** In 2007, Google introduced Street View, a feature that brought a 360-degree, street-level view of cities and landmarks directly to users. By mounting cameras on cars, bikes, and even backpacks, Google captured panoramic images of streets worldwide, allowing people to virtually explore neighborhoods as if they were walking through them. Street View quickly became more than just a navigation tool. It allowed users to preview destinations, explore unfamiliar areas, and even revisit past locations with historical imagery. Over time, it expanded to include indoor views of businesses, natural landmarks, and remote locations, making it a valuable resource for travel, real estate, and urban planning. ![Google Street View car with mounted camera system on a city street.](https://www.dacgroup.com/wp-content/uploads/2025/03/image-27.png) ## 4. **Real-Time Traffic: Smarter, Faster Routes** In 2007, Google Maps introduced real-time traffic data, revolutionizing how drivers navigate congestion. By analyzing anonymized location data from mobile devices, Google could detect traffic slowdowns and suggest faster alternate routes. Over time, the system improved with AI predictions and user reports, making traffic estimates more accurate and rerouting more efficient. This breakthrough set the stage for the next major advancement: turn-by-turn navigation. ## **5. Turn-by-Turn Navigation: Changing the Way We Drive** In 2009, Google Maps introduced turn-by-turn navigation, making standalone GPS devices nearly obsolete. With voice-guided directions, automatic rerouting, and real-time traffic updates, users could drive with confidence, without needing to manually check maps. This innovation turned smartphones into full-fledged navigation systems, continuously improving with live traffic data, lane guidance, and offline maps. By combining precision with ease of use, turn-by-turn navigation became an essential feature, changing the way millions travel daily. Next, Google Maps set its sights on helping businesses connect with local customers. ## **6. Google My Business: Empowering Local Businesses** In 2014, Google launched Google My Business (GMB), transforming how businesses manage their online presence. Instead of relying on third-party directories, businesses could now claim their listings, update information, and engage with customers directly through Google Maps and Search. Ranking high in search results became more important than ever, as businesses appearing in top positions saw significantly more visibility, customer engagement, and foot traffic. For years, DAC has been helping businesses achieve this, ensuring they stand out in an increasingly competitive local search landscape. GMB provided essential tools like business hours, photos, reviews, and real-time updates, making it easier for customers to connect with local stores, restaurants, and service providers. Over time, features like booking integrations, messaging, and insights turned GMB into a powerful marketing tool, reinforcing Google Maps as a key player in local commerce. In 2021, Google rebranded GMB as Google Business Profile (GBP), integrating it more deeply into Maps and Search for a streamlined experience. But businesses weren’t the only ones shaping Google Maps—users also played a key role in keeping it accurate and up to date. ## 7. **Local Guides: The Power of Crowdsourced Insights** To keep Google Maps accurate and dynamic, Google introduced the Local Guides program in 2015. This initiative encouraged users to contribute reviews, photos, and edits, enriching the platform with firsthand insights about businesses and locations. By rewarding contributors with points, badges, and early access to new features, Google fostered a global community of users dedicated to improving map accuracy. Their input helped businesses gain visibility, provided travelers with reliable recommendations, and ensured Maps remained a trusted resource for local information. ## **8. Immersive View: The Future of Digital Mapping** In 2023, Google introduced Immersive View, a groundbreaking feature that combined AI, real-time data, and 3D mapping to create hyper-realistic previews of locations. By layering Street View, aerial imagery, and predictive models, Immersive View allowed users to explore cities with unprecedented detail before visiting in person. This technology provided more than just static images—it integrated weather conditions, traffic patterns, and lighting changes to give users a dynamic, real-time sense of their destination. Whether planning a trip, checking out a new restaurant, or navigating a busy urban area, Immersive View enhanced the way people interact with maps. ## **9. AI and Google Maps: The Next Chapter** By 2025, Google Maps had fully integrated AI-driven insights, making navigation more intuitive than ever. With the introduction of Gemini AI, the platform could now provide personalized route suggestions, smarter location recommendations, and enhanced augmented reality (AR) overlays for real-world exploration. AI-powered features also improved search accuracy, real-time traffic predictions, and eco-friendly routing, helping users make more informed travel decisions. As machine learning continues to advance, Google Maps is evolving into a truly intelligent assistant, offering tailored experiences based on user preferences and real-time conditions. ## **10. 20 Years of Innovation—What’s Next?** Over the past two decades, Google Maps has evolved from a simple digital map into a powerful, AI-driven platform that shapes how people navigate the world. With innovations like real-time traffic updates, turn-by-turn navigation, Street View, and Immersive View, it has redefined the way we explore cities, connect with businesses, and plan our journeys. As technology continues to advance, the future of Google Maps will likely bring even deeper AI integration, real-time augmented reality, and smarter urban navigation. Whether it’s hyper-personalized recommendations, enhanced sustainability features, or seamless smart city mapping, one thing is certain—Google Maps will keep pushing the boundaries of what’s possible. Happy 20th anniversary, Google Maps! Here’s to the next two decades of innovation. --- https://www.dacgroup.com/insights/blog/local-search/how-to-turn-brands-into-local-heroes.md --- title: "How to turn brands into local heroes" date: 2025-03-08 published: 2025-03-07 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/03/Local-Hereos-blog-banner.png" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/how-to-turn-brands-into-local-heroes.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/creative/comment-transformer-les-marques-en-heros-locaux.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/wie-man-marken-in-lokale-helden-verwandelt.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/how-to-turn-brands-into-local-heroes.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/creative/comment-transformer-les-marques-en-heros-locaux.md" --- # How to turn brands into local heroes In today’s rapidly evolving marketing landscape, multi-location brands face a persistent challenge: balancing national brand consistency with local market relevance. For decades, marketers have adhered to the mantra of delivering the right message at the right time in the right place. But in many cases, “place” has been reduced to simply choosing the right channel—whether it’s social media, search, or programmatic advertising. The reality, however, is that *place* also means physical location—a factor that remains [one of the most powerful drivers](https://www.dacgroup.com/insights/blog/local-optimization/why-local-presence-management-is-critical-for-your-brand-health-2/) of customer engagement. Yet, many brands hesitate to invest in location-based strategies, often perceiving them as expensive, complex, or difficult to scale. At the same time, signal loss is making it harder to capture audience insights, further complicating efforts to connect with customers in meaningful ways. But with today’s advanced digital tools and data-driven approaches, location is no longer just a tactic—it’s a competitive advantage. That’s where DAC’s [**Enterprise-to-Local** approach](https://www.dacgroup.com/our-work/our-approach/) comes in. By aligning enterprise-level strategy with hyper-local execution, DAC helps brands unlock the power of place, ensuring marketing efforts remain relevant, scalable, and performance-driven. ## The signal loss problem and why it matters For years, brands have relied on data-driven targeting to reach the right audiences. But with increasing privacy regulations, the rise of walled gardens, and the deprecation of third-party cookies, marketers are facing a growing challenge: signal loss. This shift has made it harder to track customer behavior, measure engagement, and optimize campaigns with precision. The impact is significant. According to [a Forrester study commissioned by DAC](https://info.dacgroup.com/en-us/2025dacxforresterstudy), 98% of B2C media and advertising decision-makers report that signal loss has weakened their targeting effectiveness. Nearly two-thirds say the impact has been substantially negative, limiting their ability to personalize messaging and drive business outcomes. Without reliable audience signals, many brands are left relying on broad, generalized marketing tactics, which often result in wasted ad spend and lower engagement. The key to overcoming this challenge? A shift from “who” to “where.” Instead of depending solely on diminishing individual data points, brands must rethink their approach—focusing on location as a rich, alternative source of audience insight. By leveraging localized data, brands can rebuild customer understanding, refine targeting, and enhance creative messaging, even in a privacy-first landscape. This is exactly where DAC’s Enterprise-to-Local model comes in. By using location intelligence as a foundation for audience strategy, DAC helps brands counteract signal loss, unlock new growth opportunities, and drive greater efficiency at every level of marketing execution. ## Enterprise to Local: A smarter approach to local marketing As audience insights diminish, many brands fall back on broad, generalized marketing that lacks local relevance. But for multi-location businesses, a one-size-fits-all approach rarely delivers meaningful engagement. The challenge is finding a way to maintain national brand consistency while ensuring local relevance at scale. A more effective approach integrates enterprise-wide strategy with hyper-local execution, ensuring marketing efforts resonate across different markets. This requires three key elements: - **Scalability:** The ability to execute localized campaigns efficiently across multiple locations. - **Precision:** Leveraging data to engage high-value audiences with relevant messaging. - **Integration:** Aligning paid media, SEO, local listings, and content to create seamless customer experiences. Technology plays a crucial role in making this approach work. Platforms like DAC’s [IRIS](https://www.dacgroup.com/tech-platforms/iris/) help brands unify data from multiple sources, revealing location-based insights that improve targeting and creative adaptation. By identifying clusters of like-minded individuals within specific areas, brands can move beyond basic geo-targeting and tailor campaigns based on local behaviors, culture, and intent. By shifting focus from who the customer is to where they are, brands can: - Mitigate signal loss by using location intelligence as an alternative data source. - Optimize media spend by reaching the right audiences in the right locations. - Improve creative impact by adapting messaging to local nuances. As digital marketing continues to evolve, location is no longer just a tactic—it’s an essential part of audience strategy. A well-executed Enterprise-to-Local approach not only improves marketing efficiency but also strengthens customer connections where they matter most. ## Proof in practice: Bridgestone x DAC The Enterprise-to-Local approach is more than a strategy—it’s a proven driver of business growth. A strong example of this is Bridgestone, a global manufacturer operating across multiple industries, including automotive, agriculture, and retail, with thousands of locations worldwide. By applying a localized, data-driven strategy, Bridgestone has achieved continuous growth, demonstrating how a well-executed Enterprise-to-Local approach delivers measurable impact. The key has been understanding competitive landscapes, audience behaviors, and intent at a local level—insights that allow the company to connect large-scale brand marketing efforts with retail walk-ins and revenue generation. For Bridgestone, localization isn’t just a tactic—it’s an essential part of its long-term success. By integrating location-based insights into its marketing execution, the company has refined its audience targeting, engaged both existing and new customers, and maximized the efficiency of its media investments. This success story highlights a broader truth: in today’s complex marketing landscape, brands that embrace Enterprise-to-Local thinking are better positioned to drive meaningful customer connections and sustain long-term growth. In a rapidly changing marketing landscape, local relevance is key to sustained success. Brands that integrate location-based insights into their strategy can better engage audiences, optimize media spend, and drive real business outcomes. As industry challenges grow, rethinking the role of location isn’t just an advantage—it’s a necessity. Fortunately, the original Enterprise-to-Local agency is ready to help. Let’s talk. --- https://www.dacgroup.com/insights/blog/search-optimization/is-reddits-time-up-on-the-serp.md --- title: "Is Reddit’s time up on the SERP?" date: 2025-02-04 author: "Dan Lauer" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/02/New-blog-banner-size-_-860X430.png" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" tags: - name: "Google" url: "/tag/google.md" - name: "Research" url: "/tag/research-2.md" - name: "SEO" url: "/tag/seo.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/is-reddits-time-up-on-the-serp.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/is-reddits-time-up-on-the-serp.md" --- # Is Reddit’s time up on the SERP? Post [Google December 2024 Core](https://status.search.google.com/incidents/V9nDKuo6nWKh2ThBALgA) and [Spam Updates](https://status.search.google.com/incidents/UUq2WSouY7PhSm8zvtD1), the amount of traffic and keyword rankings for the [Reddit](http://www.reddit.com) domain seems to have seen a decline in the last month. Per [SEMrush](https://www.semrush.com), Reddit’s total Top 3 organic keywords are down -0.53% the last 28 days and Reddit’s total Page 1 organic keywords are down -3.71%. Reddit’s average estimated organic traffic is also down -4.5%. !["Bar chart showing organic keywords trend from December 9 to January 8, segmented into top 3, 4-10, 11-20, 21-50, and 51-100 positions, with consistent blue and yellow coloring."](https://www.dacgroup.com/wp-content/uploads/2025/02/image.png) ![Estimated traffic trend graph showing keywords, traffic, and traffic cost metrics with slight decreases over a month.](https://www.dacgroup.com/wp-content/uploads/2025/02/image-2.png) Reviewing Reddit’s keyword data, this is the first time that it saw a decline in the last two years. Previously, every other [Google Core Algorithm Update](https://status.search.google.com/products/rGHU1u87FJnkP6W2GwMi/history), Reddit saw double- if not triple-digit percent increases in their Top 3 and Page 1 keywords—so much so that it became one of the top three trafficked websites on the web. Comparing December 2024 Page 1 keywords to December 2024 Page 1 keywords, Reddit is still up +442% year-over-year (YoY), even with this small blip. !["Bar chart showing organic keyword trends from January 2023 to November 2024, with growth in top 3 ranks and various other positions over time."](https://www.dacgroup.com/wp-content/uploads/2025/02/image-4.png) ## Is this the end of Reddit’s visibility and influence on the SERP? Not necessarily While Reddit’s keywords have declined recently, the amount of keywords triggering a PAA (People Also Ask) on the SERP are up +71% in the last 28 days, per SEMrush, while keywords that trigger the Discussion/Forums SERP feature for Reddit have declined -6.4% in the same period. But the standout number is the amount of AIOs (AI Overviews) on the SERP that are triggering for keywords that Reddit is ranking for. In the last 28 days, the number of keywords Reddit is ranking for that are triggering an AIO is up +4,717%! ![Bar chart showing the SERP Features Trend from December 9 to January 8, with a gradual increase in values over time.](https://www.dacgroup.com/wp-content/uploads/2025/02/image-6.png) !["SERP Features Trend" bar chart showing "People also ask" feature usage from July to December, with a significant increase in December.](https://www.dacgroup.com/wp-content/uploads/2025/02/image-8.png) ![Alt text: "Bar chart showing Organic Keywords Trend from January 2024 to December 2024 with increasing data in green, indicating growth over the year."](https://www.dacgroup.com/wp-content/uploads/2025/02/image-10.png) The [August](https://status.search.google.com/incidents/gVx6b2o78zke7GrMidGy), [November](https://status.search.google.com/incidents/G7rp11wqTaTGn6JjiPF3), and [December](https://status.search.google.com/incidents/V9nDKuo6nWKh2ThBALgA) Google Core Algorithm updates show that the percentage of time an AIO is displaying on Mobile and Desktop increased leading up to and through the rollout, especially on mobile devices. The data below is from the [SEMrush SERP Volatility tool](https://www.semrush.com/sensor?compare=serp%21321&db=MOBILE-US) since the [AIO rollout in May 2024](https://blog.google/products/search/generative-ai-google-search-may-2024/): ![Chart showing SEMRush AI overviews for desktop and mobile from May 2024 to December 2024. The orange line represents mobile, which shows a higher and more variable trend than the steady blue line for desktop.](https://www.dacgroup.com/wp-content/uploads/2025/02/image-12.png) ### **November 2024 Google Core Update** - Mobile devices increased +3.39% - Desktop devices increased +2.18% ### **December 2024 Google Core and Spam Update** - Mobile devices increased +4.02% - Desktop devices increased +0.87% ## Reddit keyword declines Using SEMrush and reviewing the top 50k keywords in the last 28 days that improved into the top 10 organic positions, as well as the top 50k keywords in the top 10 organic positions that declined for the Reddit domain: - Lost 25k keywords worth 1.6 billion in average monthly search volume (AMSV) - Gained 38.7k new keywords worth 1 billion in AMSV - Saw 24.9k keywords decline worth 977 million in AMSV - And saw 11.2k keywords improve worth 534 million in AMSV This nets out to a loss in 1 billion in AMSV. Segmenting further, the top subreddit links that saw declines based on search volume were mostly social media related: ## Top 10 subreddit declines 1. 2. 3. [https://www.reddit.com/r/language/comments/qleogv/is\_google\_translate\_a\_good\_way\_to\_learn\_a\_language/](https://www.reddit.com/r/language/comments/qleogv/is_google_translate_a_good_way_to_learn_a_language/) 4. 5. 6. [https://www.reddit.com/r/OpenAI/comments/1hc7r3s/is\_chatgpt\_down\_for\_all/](https://www.reddit.com/r/OpenAI/comments/1hc7r3s/is_chatgpt_down_for_all/) 7. 8. [https://www.reddit.com/r/techsupport/comments/1hbmrwy/is\_my\_isp\_preventing\_video\_thumbnails\_from/](https://www.reddit.com/r/techsupport/comments/1hbmrwy/is_my_isp_preventing_video_thumbnails_from/) 9. [https://www.reddit.com/r/TropicalWeather/comments/1fyenoi/i\_updated\_hurricanetrackernet\_for\_milton\_all\_of/](https://www.reddit.com/r/TropicalWeather/comments/1fyenoi/i_updated_hurricanetrackernet_for_milton_all_of/) 10. [https://www.reddit.com/r/okZyox/comments/1hbfdem/chat\_gpt\_aware/](https://www.reddit.com/r/okZyox/comments/1hbfdem/chat_gpt_aware/) ## Top 10 Reddit organic keyword declines 1. facebook 2. wordle 3. google translate 4. chat gpt 5. instagram 6. hurricane milton tracker 7. cool math games 8. craigslist 9. twitter 10. costco ## How to win in this new era of search While current data suggests a decline in high volume search demand terms ranking high on Page 1 for Reddit, keywords triggering an AIO by Google is increasing. So, while organic traffic might be declining, visibility might be increasing—a hallmark of the zero-click SERP. Through the [$60 million dollar partnership that Google signed with Reddit](https://blog.google/inside-google/company-announcements/expanded-reddit-partnership/) to help train their AI models, it is not a surprise that as Google dials up the percentage of queries that trigger an AI Overview, which in turn increases the frequency with which Reddit is cited as a source. The question is: Is this just a temporary blip in organic rankings and traffic for Reddit, or is this simply the beginning of Google’s mission to increase the quantity of queries that trigger an AI Overview and cite Reddit as a source? Questions like these are why DAC takes a [TotalSERP approach](https://www.dacgroup.com/services/). To win in digital marketing today, you need to “own the SERP” and work collaboratively across local SEO, paid media, social media, and other disciplines—making sure decisions are not only joined up but informed by the latest data and trends. [Contact DAC today](https://www.dacgroup.com/contact/) to get started. --- https://www.dacgroup.com/insights/blog/paid-media/what-tiktoks-us-ban-means-for-advertisers.md --- title: "What TikTok’s US ban means for advertisers " date: 2026-01-12 published: 2025-01-22 author: "Vani Chopra" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/TikTok-banned-in-the-US.png" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" tags: - name: "digital" url: "/tag/digital-5.md" - name: "digital marketing" url: "/tag/digital-marketing.md" - name: "social media" url: "/tag/social-media-5.md" - name: "TikTok" url: "/tag/tiktok-2.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/none/what-tiktoks-us-ban-means-for-advertisers.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/linterdiction-de-tiktok-aux-etats-unis-quel-impact-pour-les-annonceurs.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/was-das-us-verbot-von-tiktok-fuer-werbetreibende-bedeutet.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/what-tiktoks-us-ban-means-for-advertisers.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/linterdiction-de-tiktok-aux-etats-unis-quel-impact-pour-les-annonceurs.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/que-significa-para-los-anunciantes-la-prohibicion-de-tiktok-en-ee-uu.md" --- # What TikTok’s US ban means for advertisers  After several weeks of uncertainty leading up to TikTok owner ByteDance’s January 19 deadline to sell the app or see it banned in the US, its future is still unclear. While the decline of social platforms is not a new phenomenon (Myspace, Vine), we could be witnessing, for the first time, the demise of a platform that is not user-driven, all within the context of the modern advertising landscape. Let’s explore the potential implications and key considerations that advertisers need to be prepared for as we enter this period of uncertainty. ## 1. Stricter government oversight for ad platforms The TikTok ban could mark the beginning of a new chapter in the US government’s oversight of digital advertising platforms. While companies like Meta and Google have long faced scrutiny over data privacy, misinformation, and monopolistic practices, tangible regulatory outcomes have been limited. However, TikTok’s imminent ban shows a willingness to take action—setting a precedent that could reshape the future of advertising in the US. ## 2. Users exploring social platform alternatives Many users have preemptively begun to migrate to other platforms, creating an opportunity to redistribute media spends to established social platforms like Instagram, YouTube, and Snapchat, or test into emerging platforms like BlueSky, Clapper, and RedNote (social media and ecommerce app Xiaohongshu, “China’s answer to Instagram”). While RedNote’s viability and longevity in the US market remains to be seen (it may yet fall foul of the same ban facing TikTok), early adopters of these newer platforms could benefit from less saturated ad ecosystems and lower costs. ## 3. Loss of a high-engagement audience TikTok has been a key channel for engaging Gen Z and Millennial audiences in the US. Brands will need to rethink how to deliver similarly dynamic, trend-driven content elsewhere. Will users maintain their engagement with alternative social platforms in the same manner, or will they attempt to replicate TikTok’s distinctive user experience and content dynamics on these video-based platforms, despite differences in algorithm-driven engagement and user interaction? All of this will be crucial to keep an eye on as brands evaluate how they show up on platforms either organically or through [paid advertising](https://www.dacgroup.com/services/paid-media/). ## 4. Disruption in influencer marketing A key component of the TikTok ecosystem is its creators, many of whom have cultivated large US-based followings. While larger influencers with strong footprints across major platforms will likely not be impacted, a vast majority of micro influencers stand to lose their primary platform for engagement. We’ve seen creators already start to encourage their followers to subscribe to their other social outlets, hence the preemptive mass exodus noted above. While we don’t anticipate the power of influencer marketing to diminish, this shift will bring challenges to brands and influencers in maintaining influencer-driven momentum without TikTok’s viral culture. ## 5. Impact on US-based SMBs and social commerce Many small- and medium-sized businesses rely on TikTok for cost-effective advertising and organic reach. A ban will force these advertisers to adapt quickly, often with smaller budgets and fewer resources to pivot strategies to focus more on outside-the-box solutions like Google’s Performance Max. TikTok Shop’s rise in popularity within the Tiktok ecosystem gave small ecommerce businesses a unique opportunity to easily reach users at scale and seamlessly facilitate sales directly on platform. This integrated shopping experience created a compelling incentive for users to make purchases without needing to leave the social platform. With TikTok Shop’s momentum cut short, this leaves a gap in the social commerce space. While Meta attempted a similar feat with Instagram Shopping, this hasn’t taken off quite as well as they’d hoped. TikTok Shop’s success and sudden removal from the marketplace could prompt other platforms to revolutionize how they offer commerce solutions to brands and continue to drive significant growth opportunities to brands both large and small. ## What’s next? While a US TikTok ban presents immediate challenges, it also underscores the importance of diversifying advertising strategies and preparing for platform volatility that has the potential to change very rapidly. By working with your agency team to reallocate resources thoughtfully and remaining adaptable, advertisers can navigate this disruption while continuing to connect with key audiences. --- https://www.dacgroup.com/insights/blog/paid-media/by-the-numbers-generational-media-habits-and-shifts-in-search-behavior.md --- title: "By the numbers: Generational media habits and shifts in search behavior" date: 2025-01-15 author: "Maura Pierson" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/Blog-banner-_By-the-numbers-Generational-media-habits-and-shifts-in-search-behavior.png" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" tags: - name: "digital" url: "/tag/digital-5.md" - name: "digital marketing" url: "/tag/digital-marketing.md" - name: "Strategy" url: "/tag/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/by-the-numbers-generational-media-habits-and-shifts-in-search-behavior.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/generations-et-medias-quand-les-habitudes-de-consommation-redefinissent-la-recherche.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/zahlen-und-fakten-mediengewohnheiten-der-verschiedenen-generationen-und-wandel-des-suchverhaltens.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/by-the-numbers-generational-media-habits-and-shifts-in-search-behavior.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/generations-et-medias-quand-les-habitudes-de-consommation-redefinissent-la-recherche.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/en-cifras-habitos-generacionales-en-los-medios-de-comunicacion-y-cambios-en-el-comportamiento-en-las-busquedas.md" --- # By the numbers: Generational media habits and shifts in search behavior Media consumption is as varied as the generations that shape it. Each group’s preferences are influenced by the technology, cultural norms, and societal shifts of their formative years. For media planners, recognizing these distinctions is vital to crafting campaigns that connect authentically. Gen Z, Millennials, and Gen X each demonstrate unique patterns across traditional and digital platforms, reflecting broader shifts in how audiences engage with content. Let’s take a closer look at the numbers behind the headlines. ## 1. Gen Z: Mobile-first and the search revolution Gen Z represents the first generation to grow up entirely in the digital era, and their behaviors reflect this immersion. While traditional media still has some foothold, it’s clear that platforms like **YouTube (70%)**, **TikTok (52%)**, and **Snapchat (52%)** dominate their attention. These platforms aren’t just entertainment hubs; they’ve become integral to how Gen Z discovers and interacts with the world. **46% of Gen Z prefer social platforms for searches**, bypassing traditional engines like Google. Platforms like TikTok are particularly favored for lifestyle queries such as fashion and gift ideas, making **TikTok’s algorithm a key opportunity for discovery.** Gen Z’s reliance on **mobile devices** is evident, with **23% spending over 5 hours daily on mobile internet**. For marketers, short-form video and influencer partnerships on platforms like TikTok and Snapchat are critical for engaging this highly visual, mobile-first audience. ## 2. Millennials: Multi-platform masters Millennials’ adaptability is their defining characteristic. Streaming services like **Netflix (69%)** and **Prime Video (50%)** dominate their habits, while **35% still watch 1 to 3 hours of traditional TV daily**. This balance reflects their hybrid approach to media consumption. Millennials’ economic stability, with a **median household income of $93,381**, positions them as ideal targets for premium offerings like subscription-based services. They are also highly engaged on **Instagram (50%)**, blending visual and interactive content into their routines. Integrated campaigns that flow across platforms—mobile, desktop, and streaming—are crucial for this audience. With **40% spending 1 to 3 hours daily on mobile devices**, marketers must ensure consistent messaging across all touchpoints. ## 3. Gen X: Traditional yet digitally savvy Gen X balances traditional media habits with digital engagement. While **64% use Netflix** and **50% stream on Prime Video**, they remain the most engaged with **traditional TV (39% watching 1 to 3 hours daily)** compared to younger generations. **65% of Gen X use Facebook regularly**, reflecting their preference for platforms that facilitate practical connections. Their higher **homeownership rate (74%)** also shapes their media consumption, as they are more likely to engage with home-related products and services. ## Generational search behavior: A new paradigm **46% of Gen Z** rely on social platforms for search, compared to just **42% of the total population**, highlighting their shift toward visual, interactive discovery. In contrast, **Millennials and Gen X** still lean heavily on traditional search engines like Google, with **58% of Gen Z** and **64% of total users** relying on them. The adoption of AI-powered platforms like ChatGPT and [SearchGPT](https://www.dacgroup.com/blog/searchgpt-a-game-changer-in-search-or-a-complement-to-traditional-engines/) is growing, with **31% of Gen Z using AI for search** compared to **20% of total users**, signaling a move toward more personalized search experiences. ## Shaping media strategies for generational audiences Understanding generational media habits reveals more than just preferences—it highlights opportunities. **Gen Z’s mobile-first behaviors** and reliance on social platforms require short-form, visual storytelling. **Millennials’ multi-platform adaptability** demands integrated campaigns across mobile, desktop, and streaming. **Gen X**, loyal to traditional media but increasingly active on digital platforms, benefits from a balanced approach. Tailoring [full-funnel media strategies](https://www.dacgroup.com/blog/the-full-funnel-media-approach/) to match each generation’s preferences and consumption patterns is key to building authentic and impactful connections. --- https://www.dacgroup.com/insights/blog/local-search/2024s-biggest-google-updates-for-local-optimization-what-you-need-to-know.md --- title: "2024’s biggest Google updates for local optimization: What you need to know" date: 2026-01-12 published: 2025-01-14 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/article-banner.png" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "local search" url: "/tag/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/2024s-biggest-google-updates-for-local-optimization-what-you-need-to-know.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/les-mises-a-jour-majeures-de-google-en-2024-pour-optimiser-la-presence-locale.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/die-wichtigsten-google-updates-fuer-die-lokale-optimierung-im-jahr-2024-was-sie-wissen-muessen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/2024s-biggest-google-updates-for-local-optimization-what-you-need-to-know.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/les-mises-a-jour-majeures-de-google-en-2024-pour-optimiser-la-presence-locale.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/efectos-de-las-principales-actualizaciones-de-google-en-2024-para-el-seo-local.md" --- # 2024’s biggest Google updates for local optimization: What you need to know 2024 was a transformative year for local optimization, with Google introducing numerous updates that reshaped the digital marketing landscape. The year was marked by groundbreaking advancements in AI, regulatory changes, and even a significant internal document leak that shed light on Google’s ranking system. As AI played an increasingly dominant role, businesses also faced new challenges like spam detection, feature removals, and unexpected bugs. Staying ahead of these updates proved crucial for anyone aiming to maintain their competitive edge on Google’s platform. Google began 2024 with a major Local Ranking Algorithm Update on January 4th, causing unprecedented volatility in local search rankings. A bug further complicated matters, making some websites disappear from search results on weekends. ## 1- **January: A Volatile Start to the Year** January also marked the announcement that Business Profile-generated websites would cease functioning by March 1. AI-driven features like Circle to Search and Multisearch showcased Google’s focus on innovation, while regulatory updates in Europe forced changes in SERPs to include third-party comparison tools. ## 2- **February: Privacy and Compliance in the Spotlight** Privacy concerns drove February’s updates, including a bug that disrupted driving directions metrics, linked to the removal of third-party cookies. Google introduced **DMA-compliant SERPs** in Europe, altering the visibility of local results by prioritizing third-party directories over Google’s Local Pack. Google Maps faced an outage on February 14, briefly affecting local search functionality, reinforcing the need for agility in responding to platform changes. ## 3- **March: Core Updates and Spam Battles** March saw a **Core Algorithm Update** aimed at improving rankings by targeting low-quality, unoriginal, and AI-generated content. Spammers, however, quickly adapted, circumventing Google’s defenses with AI-generated sites. In Europe, a **search hijacking bug** affected hotel listings, redirecting users to spam sites. Google also completed the planned shutdown of Business Profile-generated websites, urging businesses to refocus on optimizing their profiles. ## 4- **April: AI Integration and Local Enhancements** April featured new AI-powered tools like personalized business recommendations and EV-focused trip planning in Google Maps. Google also launched multi-tab layouts for bookable services and automated social media post integration within Business Profiles. Updates promoting sustainability and AI innovation emphasized the importance of keeping local tools up-to-date to remain competitive. ## **5**– **May: AI Overhauls and New Ranking Factors** Google launched the **AI Overview** feature in the U.S., transforming SERPs with personalized, AI-driven experiences. Service areas were identified as a new local ranking factor, prompting businesses to reassess their configurations. Google also tested a **“Message Multiple Businesses”** feature in Local Service Ads, streamlining customer interactions and driving the need for faster response times. ## 6- **June: Document Leak and Mobile-First Policies** The **leak of internal Google documents** in June revealed over 2,500 modules and 14,000 attributes influencing rankings, sparking industry-wide discussions. Google’s stricter **mobile-first indexing rules** emphasized the need for mobile-friendly sites, while a **Google Maps pin exploit** disrupted competitor listings, highlighting vulnerabilities in local search. ## 7- **July: Enhanced Verification and Local Ranking Insights** July introduced stricter verification measures for Business Profiles, requiring proof like exterior photos and utility bills. Google confirmed **menu items and peak hours** as ranking factors, encouraging businesses to optimize these details. Additionally, Google Maps introduced **Stop Advertisements** in navigation, creating new opportunities for businesses to capture consumer attention. ## 8- **August: AI Global Expansion and Increased Automation** Google expanded **AI overviews** to six new countries, adding features to simplify content and enhance user interactions. Automation grew with Local Service Ads, as Google began auto-selecting photos for better ad engagement, pushing businesses to prioritize high-quality visuals. AI-generated tools like automated menu creation in Business Profiles further streamlined processes, showcasing the growing influence of AI. ## 9- **September: Stricter Policies and Industry Disruptions** September brought harsher penalties for fake reviews, with Google introducing **Profile Restriction Policies** that removed fake ratings and issued warnings for violators. Mass suspensions in industries like personal injury law and garage door services created challenges for legitimate businesses. On a positive note, **Event Posts** outperformed Offer Posts for engagement, offering businesses an opportunity to boost visibility through creative tactics. ## 10- **October: AI Features and Local Service Changes** 1. Google rolled out **AI-organized search results** and **sponsored AI ads** in October, integrating features like price comparisons and product reviews directly into SERPs. Local updates included the **“About This Place”** section in Business Profiles, providing more detailed insights for users. Google also required **Local Service Ads** to link directly to verified profiles, emphasizing the importance of alignment between ads and listings. ## 11. **November: Core Updates and New Local Features** 1. The **November Core Algorithm Update** brought major ranking shifts, particularly for businesses already affected by the Helpful Content Update. Google Maps introduced **product search tools**, letting users find specific items in nearby stores. Google refined its **AI menu uploads**, enabling faster, more accurate processing of multi-page PDFs, enhancing the usability of Business Profiles. ## 12. **December: Holiday Shifts and Spam Updates** 1. The **December Spam Update** targeted manipulative tactics, disrupting some businesses during the crucial holiday season. Google tested **Local Service Ads within Local Packs**, creating new opportunities for sponsored visibility. A new **“Report Business Conduct”** tool allowed users to flag businesses incentivizing reviews, reinforcing Google’s commitment to transparency and trust. ## **Conclusion** As 2024 unfolded, it became clear that staying ahead in local optimization required constant adaptation to Google’s evolving features, AI integrations, and stricter compliance measures. From algorithm updates to innovative tools reshaping local search, businesses faced a rapidly changing landscape. For those seeking a deeper dive into each update, the full document detailing all changes and their implications is available as a downloadable PDF linked at the end of this article. You can also contact us for tailored guidance and support. [DAC-A-Year-of-Google-Product-Updates-2024\_v2-1](https://www.dacgroup.com/wp-content/uploads/2025/01/DAC-A-Year-of-Google-Product-Updates-2024_v2-1-1.pdf)[Download](https://www.dacgroup.com/wp-content/uploads/2025/01/DAC-A-Year-of-Google-Product-Updates-2024_v2-1-1.pdf) --- https://www.dacgroup.com/insights/blog/paid-media/the-influence-of-music-on-social-media-trends-and-consumer-impact.md --- title: "The influence of music on social media: Trends and consumer impact" date: 2025-01-13 author: "Jeremy Pregent" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/New-blog-banner-size-_-860X430.png" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" tags: - name: "digital" url: "/tag/digital-5.md" - name: "digital marketing" url: "/tag/digital-marketing.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/the-influence-of-music-on-social-media-trends-and-consumer-impact.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/linfluence-de-la-musique-sur-les-reseaux-sociaux-tendances-et-impact-sur-les-consommateurs.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/der-einfluss-von-musik-auf-die-sozialen-medien-trends-und-auswirkungen-auf-die-verbraucher.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/the-influence-of-music-on-social-media-trends-and-consumer-impact.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/linfluence-de-la-musique-sur-les-reseaux-sociaux-tendances-et-impact-sur-les-consommateurs.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/la-influencia-de-la-musica-en-las-redes-sociales-tendencias-en-el-consumidor.md" --- # The influence of music on social media: Trends and consumer impact Music has always been a strong tool to complement marketing as it conveys emotions to help forge meaningful connections with audiences. In the ever-evolving landscape of social media and digital marketing, it continues to play a pivotal role in shaping trends and influencing consumer behavior. As we welcome 2025, it’s crucial for marketers to understand the symbiotic relationship between music and social media. Join us as we explore the latest trends, backed by data when available, and examine music’s impact on consumer engagement and brand strategies moving forward. ## **1. The rise of short-form music content** The explosion of short-form video content on platforms like TikTok, Instagram Reels, and YouTube Shorts has revolutionized how music is consumed and marketed. In fact, according to a recent study by MusicWatch, [68% of social media users discover new music through short-form video content](https://musicwatchinc.com/,2024). **Key statistics:** - TikTok reported over 1 billion monthly active users in Q2 2024, with music being a central feature in 90% of the most-viewed videos. - Instagram Reels saw a 35% increase in music-related content engagement compared to the previous year. - YouTube Shorts surpassed 2 billion daily views, with music videos accounting for 40% of the top-performing content. These platforms have become crucial for artists and labels to promote new releases and connect with audiences. The “TikTok effect” on the music industry is undeniable, with songs going viral on the platform often translating to success on streaming charts. We’re seeing more artists create songs for the specific purpose of going viral on short formats, with a catchy 15 seconds of music often tied to short dance routines. ## **2. AI-generated music and ultimate personalization** It wouldn’t be 2025 if we didn’t talk about artificial intelligence. AI is reshaping the music landscape, offering new possibilities for personalized content creation and curation. A report by Technavio predicts that [AI in the music market will grow by $4.75 billion between 2023 and 2027](https://www.technavio.com/,2024), with a CAGR (compound annual growth rate) of 32.32%. **Emerging trends:** - AI-composed background music for social media content. - Personalized playlists based on user behavior and preferences. - AI-driven music recommendation engines on social platforms. This technology allows brands to create unique, tailored musical experiences for their audiences, enhancing engagement and brand loyalty—though it has also been targeted by bad actors for nefarious purposes:“[Michael Smith](https://variety.com/t/michael-smith/), 52, of Cornelius, N.C., is alleged to have created thousands of bot accounts on platforms like [Spotify](https://variety.com/t/spotify/), Amazon Music and Apple Music. According to the indictment, he used the accounts to automatically stream AI music he had placed on the platforms, generating as many as 661,440 streams per day.” (, 2024) ## **3. Live streaming and virtual concerts** The pandemic-induced shift towards digital experiences has solidified live streaming as a permanent fixture in the music industry, not just a fad. According to a survey by LiveNation, [65% of concert-goers expressed interest in attending virtual concerts](https://www.livenationsoundboard.com/,2024) even after the return of in-person events. **Impact on social media:** - Facebook saw a 50% increase in music live stream viewership in 2024 compared to 2023. - X Spaces (formerly known as Twitter Spaces) hosted over 10,000 music-related audio events in the first half of 2024 only. - Instagram Live collaborations between artists increased by 75%, fostering new forms of musical partnerships and ways to engage with communities online. These virtual events provide unique opportunities for brand sponsorships and collaborations, allowing marketers to reach global audiences in innovative ways. And this may only be the beginning, especially with Gen Z and Alpha being increasingly courted by brands. ## **4. Social audio and more podcast integration** The integration of social audio features and podcasts directly into social media platforms has opened new avenues for music discovery and discussion. Spotify’s 2024 Culture Next Report reveals that [62% of Gen Z and Millennials use social audio rooms to discuss music and discover new artists](https://ads.spotify.com/en-CA/culture-next/gen-z-trends-report/). **What about platform developments?** - Clubhouse introduced “Music Mode,” optimizing audio quality for musical performances. - X Spaces launched a dedicated music category, seeing a 40% increase in music-related conversations. - LinkedIn started testing audio events (currently in beta only for a selected group of creators), with 30% focusing on music industry networking and knowledge sharing. This trend presents opportunities for brands to engage in meaningful conversations around music and culture, positioning themselves as thought leaders in their industry. ## **5. Blockchain and NFTs in music** Blockchain technology and non-fungible tokens (NFTs) are revolutionizing music ownership and distribution on social media. A report by Deloitte estimates that [music-related NFTs will generate over $1 billion in revenue by the end of 2024](https://www.deloitte.com/global/en/about/press-room/deloitte-technology-media-and-telecom-2024-predictions.html,2024). **Key developments in the field:** - X introduced verified NFT profile pictures, with 25% of music artists adopting this feature. - Facebook Marketplace expanded its NFT offerings, with music collectibles seeing a 300% growth in transactions year on year. - Instagram partnered with major record labels to launch exclusive music NFT drops, driving significant engagement among younger users. While still niche, this technology offers new monetization opportunities for artists and creates unique collectibles for fans, fostering a deeper connection between creators and their audience. ## **The song remains the same… or does it?** The intersection of music and social media continues to evolve at pace, presenting both challenges and opportunities for us marketers. By staying attuned to these trends and leveraging data-driven insights to guide their decisions, brands can create more engaging, personalized, and impactful campaigns that resonate with music-loving audiences across social platforms. As we move forward, the key to success lies in adaptability, creativity, and building a deep understanding of how music shapes social media experiences. By embracing these new trends, marketers can orchestrate campaigns that not only capture attention but also create lasting connections with consumers in our digital first world. --- https://www.dacgroup.com/insights/blog/paid-media/can-perplexity-challenge-google-a-look-at-its-appeal-to-users-and-mid-funnel-advertisers.md --- title: "Can Perplexity Challenge Google? A Look at Its Appeal to Users and Mid-Funnel Advertisers" date: 2025-01-09 published: 2024-11-21 author: "Melis Ciner" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/Blog-articles-Banners-5.png" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/can-perplexity-challenge-google-a-look-at-its-appeal-to-users-and-mid-funnel-advertisers.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/perplexity-une-vraie-menace-pour-google-pourquoi-elle-seduit-a-la-fois-utilisateurs-et-annonceurs.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/ist-perplexity-eine-echte-konkurrenz-fuer-google-ein-blick-auf-die-attraktivitaet-fuer-nutzer-und-mid-funnel-werbekunden.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/can-perplexity-challenge-google-a-look-at-its-appeal-to-users-and-mid-funnel-advertisers.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/perplexity-une-vraie-menace-pour-google-pourquoi-elle-seduit-a-la-fois-utilisateurs-et-annonceurs.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/puede-perplexity-desafiar-a-google-analicemos-su-atractivo-para-los-usuarios-y-anunciantes.md" --- # Can Perplexity Challenge Google? A Look at Its Appeal to Users and Mid-Funnel Advertisers Perplexity, the self-described “AI search engine” or “answer engine,” has quickly gained traction in the generative AI space with its unique approach to online search. Unlike traditional search engines, which rely on a list of web links for users to explore, Perplexity aims to provide direct, conversational answers to user questions, citing sources to enhance trust and transparency. Since the beginning of 2023, Perplexity has seen significant growth, with a [sevenfold increase in its user base](https://autogpt.net/ai-search-giant-perplexity-challenges-google/) and a valuation that has now reached $3 billion. In a bold move, Perplexity has now introduced advertising, focusing initially on sponsored questions as its debut ad format. This strategy reflects an ambition to capture meaningful ad revenue by engaging users in a discovery-oriented environment. However, with a different approach from giants like Google, Perplexity still faces significant hurdles in the ad space as it seeks to define its role among established players. ## 1. User Appeal: What Sets Perplexity Apart? Perplexity’s appeal lies in its [simplicity, intuitive design](https://ceo-insight.com/profiles/conversational-revolution-the-rise-of-perplexity-ai-in-the-search-landscape/), and access to unique data that other search engines may not capture. Designed for users seeking quick, reliable information, Perplexity offers clear, direct responses that avoid the need to sift through multiple links. This straightforward interface is a refreshing alternative for users who prioritize speed and accuracy over traditional search experiences. One of Perplexity’s standout capabilities is its access to less readily available information, such as specific data from a user’s activity on X (formerly Twitter). This ability to retrieve insights from data sources that are often missed by traditional search engines enables [Perplexity to capture a subset of information that giants like Google may overlook](https://www.forbes.com.au/news/innovation/perplexity-ai-like-wikipedia-and-chatgpt-had-a-kid/)—an advantage that many users find particularly valuable. Additionally, accuracy is a core differentiator among Perplexity users. [The platform emphasizes fact-checking with third-party sources, prioritizing factual accuracy and information integrity over potentially biased or SEO-driven content](https://www.techopedia.com/tech-celebrities-are-big-fans-of-perplexityai-heres-why). This commitment to transparency builds trust, especially among users wary of affiliate-heavy content common on traditional search engines. However, while Perplexity excels at delivering factual responses, it may not satisfy users needing in-depth advice, positioning it as a powerful yet somewhat limited tool in the AI search landscape. ## ![](https://www.dacgroup.com/wpe-content/uploads/2024/11/1731966124461-300x226.jpg) ## 2. Limitations in Complex Query Responses While Perplexity performs well with straightforward informational searches, it struggles to meet the needs of users seeking specialized or nuanced insights. Those exploring complex queries may find Perplexity’s responses too basic. For example, a user asking Perplexity for the “[least expensive property insurance plan](https://www.perplexity.ai/search/least-expensive-property-insur-qGrJvs.FQZ2GL659Zf5ppg)” may expect more detailed, comparative recommendations, while a traveler looking to organize a unique itinerary might want hidden insights or specific tips tailored to their preferences. In these cases, Perplexity often provides general recommendations, which, though accurate, may lack the depth needed by users with advanced knowledge or specific goals. Adding to this limitation is Perplexity’s approach to citing sources. While Perplexity has defined one of its key differentiators as displaying sources next to each statement, users may find that the sources cited aren’t always the most relevant to the specific response provided. This can detract from the platform’s perceived reliability, as users seeking highly relevant or authoritative information may question the value of generalized citations. This focus on accuracy over detail means Perplexity is best suited for initial information gathering rather than complex planning tasks. As a result, it primarily serves mid-funnel users exploring a topic broadly rather than those ready to convert.. ## 3. The Ad Experience on Perplexity: A Mid-Funnel Opportunity Perplexity’s ad strategy marks an exciting shift, aiming to monetize through sponsored question placements that seamlessly blend [with user queries](https://searchengineland.com/perplexity-begins-testing-ads-448277). These ads function as subtle, relevant prompts rather than overt promotional messages, aligning naturally with user intent. Unlike Google Ads, which captures high-intent users, Perplexity’s approach reaches users in earlier, exploratory stages of their journey. This setup is ideal for industries like finance, travel, and education, where users conduct extensive research before making decisions. While Google Ads includes features designed to drive lower-funnel conversions, Perplexity’s ads focus on engagement, guiding users to consider brands or services early in the decision process. However, Perplexity’s ad formats may present challenges for advertisers focused on direct sales. Lacking the sophistication to convert high-intent users, this mid-funnel format may not yield immediate sales, limiting its appeal for advertisers seeking quick ROI. ## 4. Shop Like a Pro: Perplexity’s Next Big Move While Perplexity just launched Perplexity Ads, the platform has already taken its next big step by introducing a shopping feature called *Shop Like a Pro*, which could revolutionize its approach to both user experience and advertising. Currently available exclusively to Pro users in the U.S., *Shop Like a Pro* enables users to purchase products directly within the platform, removing the need to visit external retailer websites. This bold move reduces friction in the buying process, making it faster and easier for users to complete transactions with just a few clicks. Despite this progress, Perplexity’s ability to compete with Google is limited by its lack of a robust ad network ecosystem. Google’s extensive publisher tags and advanced advertiser-side tracking through tools like Google Ads and the Google Marketing Platform provide unmatched reach and insights—capabilities Perplexity has yet to develop. With *Shop Like a Pro*, Perplexity is venturing into e-commerce, complementing its mid-funnel ad strategy and offering brands a unique way to engage users. While promising, the feature must evolve to match the sophistication of Google Shopping ads, known for detailed product information like pricing, availability, and promotions. Without similar functionality, attracting advertisers at scale may prove challenging. Looking ahead, *Shop Like a Pro* could become a pivotal revenue stream for Perplexity, particularly as it expands access to more users and establishes partnerships with leading retailers. This feature signals Perplexity’s ambition to merge search, advertising, and commerce into a unified platform, positioning itself as a serious contender in the evolving AI and e-commerce landscape. ## **Conclusion: A Promising Start with Room to Grow** Perplexity has positioned itself uniquely in the AI search landscape with its “answer engine” approach and transparent, fact-based responses. Its mid-funnel ads aim to engage users earlier in their journey, but its smaller user base of 15 million may make advertisers cautious. Privacy and brand safety concerns also add to advertiser hesitation, as clients seek assurances on content quality and ad relevance. The addition of the *Shop Like a Pro* feature enhances this strategy by introducing e-commerce opportunities, signaling Perplexity’s broader ambition to bridge search, advertising, and commerce. While still an emerging platform, its innovations are worth watching as it seeks to challenge established players. Want to learn how your brand can leverage platforms like Perplexity? Contact our agency today to get started. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/generative-ai-in-marketing-safeguarding-your-brand-while-embracing-innovation.md --- title: "Generative AI in Marketing: Safeguarding Your Brand While Embracing Innovation" date: 2025-01-09 published: 2024-11-11 author: "Nasser Sahlool" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/DALL·E-2024-11-08-12.00.12-A-digital-illustration-symbolizing-digital-transformation-featuring-a-bright-stylized-digital-brain-or-light-bulb-surrounded-by-technological-elem.webp" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/generative-ai-in-marketing-safeguarding-your-brand-while-embracing-innovation.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/generative-ai-in-marketing-safeguarding-your-brand-while-embracing-innovation.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/generative-ki-im-marketing-schuetzen-sie-ihre-marke-und-setzen-sie-gleichzeitig-auf-innovation.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/generative-ai-in-marketing-safeguarding-your-brand-while-embracing-innovation.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/generative-ai-in-marketing-safeguarding-your-brand-while-embracing-innovation.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/ia-generativa-conservando-la-identidad-de-marca-mientras-se-avanza-en-innovacion.md" --- # Generative AI in Marketing: Safeguarding Your Brand While Embracing Innovation In the ever-evolving digital landscape, the rise of Generative AI represents a revolution for marketing that is comparable in scope to the advent of the internet and the introduction of smartphones. With the global AI market projected to grow annually by 35% through 2030, the potential for AI to enhance personalization, streamline processes, and drive innovation is vast. Companies are rushing to adopt this transformative technology, with 75% already integrating AI into their business strategies by the end of 2023. But, as with any revolutionary change, the excitement around AI is tempered by significant concerns. Job displacement, misinformation, and most critically, brand safety remains at the forefront of conversations around AI adoption. In this blog, we will explore the strategic imperatives for adopting AI in a way that harnesses its vast potential without compromising brand integrity. ## The AI Revolution: A Double-Edged Sword In much the same way that Johannes Gutenberg’s invention of the printing press changed the world in the 15th century, AI is poised to redefine industries, particularly marketing. Just as the printing press democratized knowledge, AI promises to unlock new levels of personalization and efficiency, revolutionizing how marketers interact with consumers. Yet, just as the Church initially resisted the printing press, there is a significant hesitancy around AI, particularly in relation to brand safety, job displacement, and the spread of misinformation. According to a survey by Accenture, 37% of marketing professionals have already begun using AI, but fears about becoming obsolete or compromising brand integrity loom large. This uncertainty has led some major brands, like Apple and Wells Fargo, to restrict the use of Generative AI in the workplace. The question is: how can marketers strike a balance between embracing AI’s revolutionary potential and safeguarding the core values that define their brands? ## Strategic Adoption: Avoiding Common Pitfalls in AI Integration While many marketers recognize the transformative potential of AI, there are critical mistakes being made in its adoption. According to a Forrester survey, marketers are struggling to prepare for and effectively implement AI. The survey identified five key pitfalls: 1. **Playing Catch-Up:** Over 83% of marketers admit they were unprepared for current AI use cases, leading to a reactive approach rather than a strategic one. 2. **Narrow Focus:** Marketers are fixated on immediate use cases without considering long-term, revolutionary applications. 3. **Lack of Strategic Direction:** There’s an absence of clear goals and processes, with marketers experimenting across multiple areas without cohesive strategies. 4. **Competitor Obsession:** Rather than focusing on what’s optimal for their own brands, marketers are racing to outdo competitors, often to the detriment of brand safety. 5. **Neglect of Data Security:** Over 45% of marketers report needing help with ensuring brand safety and data security in their AI efforts. These mistakes highlight the importance of not just embracing AI but doing so with a well-thought-out strategy that aligns with long-term brand goals and integrity. ![](https://www.dacgroup.com/wpe-content/uploads/2024/11/DALL%C2%B7E-2024-11-08-11.52.38-A-stylized-shield-with-digital-elements-surrounding-it-symbolizing-security-and-brand-protection-in-an-AI-driven-environment.-The-shield-is-metallic--300x171.webp) ## Operationalizing AI While Protecting Brand Integrity A successful AI strategy begins not with the technology itself but with a clear vision of how it can enhance and align with your brand’s goals. Here are the critical steps to operationalize AI while safeguarding brand integrity: ### 1. AI as an Ingredient, Not the Entrée AI should be seen as a tool to achieve business outcomes, not as the outcome itself. Marketers pressured to “do something with AI” often risk reducing it to a box-ticking exercise. Instead, AI should be integrated thoughtfully, recognizing it as a means to enhance creativity, streamline processes, and improve customer experiences. ### 2. Leverage Existing AI Systems Many brands are already using AI, sometimes unknowingly. Google’s PMAX, for instance, automates full-funnel discovery through AI. However, many marketers are dissatisfied with the “black box” nature of such tools. Recognizing and optimizing existing AI applications is a key step towards more strategic adoption. ### 3. Build Internal AI Leadership Across Disciplines AI adoption should not be siloed. Cross-functional teams, including creative, technical, and brand-focused roles, should collaborate on AI initiatives. This ensures that AI is not only integrated smoothly but also enhances the brand’s creative and strategic outputs. Establishing an internal AI committee is one way to ensure responsible and strategic adoption across all departments. ### 4. Stay Focused on Your Area of Expertise While AI enables employees to experiment with areas outside their expertise, it’s important to ensure that tasks remain within their area of responsibility. For example, analysts using AI to generate creative assets might not achieve the same results as experienced marketers. AI should be used to augment skills, not replace them. ### 5. Appoint an AI Ambassador To overcome hesitancy and resistance, designate an AI Ambassador—someone well-versed in AI who can guide teams, train employees, and ensure AI is used effectively across departments. This role can significantly accelerate adoption and comfort with the technology. ## Protecting Brand Integrity in the AI Era Adopting AI should never compromise brand safety or integrity. To ensure this, brands must establish clear guardrails: 1. **Adhere to Brand Guidelines:** Train AI systems on your brand’s guidelines, legal restrictions, and compliance standards to ensure consistency in voice, messaging, and representation. 2. **Use AI as a First Draft:** AI should support ideation and content generation but always with human oversight. Let AI provide the initial output, but refine it through human creativity and judgment to ensure it aligns with brand values. 3. **Overhaul Approval Processes:** As AI accelerates production, internal approval processes must be streamlined to keep pace. Legal and compliance teams need to adapt to the faster outputs made possible by AI to avoid becoming bottlenecks. ## Looking Ahead: Embracing AI with Strategic Foresight AI is not just a trend; it’s a transformative force reshaping the future of marketing. As we navigate this new frontier, the key is to embrace AI with both enthusiasm and caution, ensuring that brand integrity is never compromised. By avoiding common pitfalls and focusing on strategic adoption, marketers can harness AI to drive innovation, differentiate their brands, and create deeper connections with consumers. In conclusion, the AI frontier is both a challenge and an opportunity. By strategically integrating AI into marketing efforts, while safeguarding brand values and ethical standards, marketers can stay ahead of the curve in this new digital age. The future of marketing lies not just in adopting new technologies, but in shaping them to create meaningful, lasting impacts on both brands and their audiences. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/maximizing-seo-with-ai-a-step-by-step-guide-for-quality-content.md --- title: "Maximizing SEO with AI: A Step-by-Step Guide for Quality Content" date: 2025-01-10 published: 2024-11-07 author: "Jenna Watson" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/Blog-articles-Banners-3.png" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/maximizing-seo-with-ai-a-step-by-step-guide-for-quality-content.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/maximizing-seo-with-ai-a-step-by-step-guide-for-quality-content.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/mit-ki-die-suchmaschinenoptimierung-verstaerken-eine-schritt-fuer-schritt-anleitung-fuer-hochwertige-inhalte.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/maximizing-seo-with-ai-a-step-by-step-guide-for-quality-content.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/maximizing-seo-with-ai-a-step-by-step-guide-for-quality-content.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/maximizar-el-seo-con-ia-guia-paso-a-paso-para-un-contenido-de-calidad.md" --- # Maximizing SEO with AI: A Step-by-Step Guide for Quality Content Generative AI is quickly becoming an indispensable tool for businesses looking to streamline content creation and maximize their SEO efforts. With its ability to process vast amounts of data, identify keyword patterns, and rapidly generate content ideas, AI has the potential to revolutionize [SEO strategies](https://www.dacgroup.com/services/search-optimization/search-engine-optimization/). But how do you ensure that AI-generated content aligns with your brand’s voice and drives measurable results? In this guide, we’ll explore how blending AI’s capabilities with human creativity can help you produce high-quality, SEO-optimized content. Plus, we’ll provide a practical checklist to guide you through the process of integrating AI into your content workflows without compromising on quality or brand integrity. ## Blending AI with Human Expertise in SEO At its core, AI excels in processing large data sets quickly. When it comes to [keyword research](https://www.dacgroup.com/services/search-optimization/search-engine-optimization/) and content ideation, AI can analyze thousands of keywords, identifying patterns and uncovering trends in mere seconds. This gives SEO professionals the ability to spot opportunities they might otherwise miss and to prioritize topics based on their relevance and search volume. For example, AI can help with: - **Analyzing keyword patterns** to identify trending themes. - **Prioritizing topics** based on search volume and relevance. - **Identifying emerging trends** using large-scale natural language processing (NLP). However, while AI is invaluable in processing data, it lacks the nuanced understanding that human experts provide. AI might identify a high-volume keyword, but only a human can determine whether it aligns with your brand’s message and audience intent. This is where the collaboration between AI and human experts becomes critical. By leveraging AI’s data-processing capabilities and human creativity, SEO professionals can make data-driven decisions that align with strategic business goals. To optimize SEO performance, more sophisticated techniques like topic clustering—where AI groups similar concepts—can be employed. This allows for comprehensive content coverage on key themes, improving your SEO reach. ## Leveraging AI for Strategic Content Ideation AI’s ability to quickly generate content ideas makes it an invaluable tool for [content strategy](https://www.dacgroup.com/services/strategy/content-strategy/). By integrating audience behavior data, SEO insights, and brand guidelines, AI can produce a wealth of content ideas in a fraction of the time it would take manually. However, it’s important to view AI’s output as a starting point, not the final product. By layering AI into your content strategy, you can: - **Generate a wide array of content ideas** rapidly. - **Enrich content ideation** with SEO and audience insights. - **Brainstorm original angles** to ensure content resonates with your target audience. Human content strategists play a key role in refining AI-generated ideas, ensuring they align with the brand’s overall strategy and audience expectations. This process involves assessing the AI’s suggestions for relevance and business impact, refining content briefs, and ensuring that content supports your SEO goals. ## Checklist: How to Incorporate AI into Your SEO Content Strategy To effectively blend AI into your SEO efforts, follow these steps: ### 1. Establish Clear Content Goals - **Set SEO Objectives:** Define specific SEO goals that align with your strategy to boost search rankings. - **Define Content Strategy:** Ensure AI-generated content adheres to your brand’s goals, tone, and audience requirements. - **Analyze Search Demand:** Use AI to identify high-value keywords and prioritize topics with significant search volume. - **Advanced Topic Clustering:** Leverage AI models to group similar ideas, creating a more comprehensive content strategy. - **Refine SEO Research:** Align SEO research with your brand’s goals and audience preferences to ensure relevance. ### 2. Configure AI Profiles and Prompts - **Create Detailed AI Profiles:** Develop profiles that reflect your brand’s voice and adhere to subject matter guidelines. - **Craft Effective Prompts:** Design AI prompts that ensure content is consistent with brand messaging and SEO strategy. ### 3. Prioritize Topics Based on Audience Intent - **Identify Core Topics:** Focus on topics that resonate with your target audience and align with business objectives. - **Focus on Audience Intent:** Craft content that addresses your audience’s needs rather than just keyword optimization. - **Natural Integration of Keywords:** Ensure smooth integration of keywords into content to maintain a natural flow and avoid SEO penalties. ### 4. Enhance Creativity with Human Expertise - **Blend AI with Human Creativity:** Use AI for initial ideas and human experts to refine content for SEO and creative strategy. - **Iterate on Drafts:** Treat AI-generated content as a first draft, with human input ensuring it aligns with brand values and creativity. ### 5. Implement Robust Content Governance - **Develop a Content Plan:** Establish clear guidelines for consistency and alignment with brand goals. - **Monitor Performance:** Continuously review the performance of AI-generated content and adjust strategies as needed. - **Review and Refine:** Regularly refine content based on expert feedback to ensure quality and alignment with business objectives. ### 6. Foster Continuous Improvement - **Establish Feedback Loops:** Regularly review AI outputs and provide feedback to improve AI training data. - **Experiment with AI Settings:** Continuously test and optimize AI configurations to enhance content quality. ![](https://dacgroup.com/wpe-content/uploads/2024/11/2-300x150.png) ## Ensuring Quality and Consistency in AI-Generated Content Generative AI is unparalleled in terms of speed, but it’s essential to remember that AI-generated content often lacks the creativity and nuanced understanding that human experts provide. This is where human intervention becomes critical. To ensure quality, **copywriters and editors** must refine AI-generated content by: - Reviewing for natural phrasing and keyword integration. - Adjusting tone and vocabulary to align with the brand’s voice. - Correcting factual errors and AI “hallucinations.” - Enhancing engagement by making the content more audience-focused. This collaborative process ensures that content maintains a human touch while benefiting from the efficiency of AI. Writers and editors are spending more time refining content rather than starting from scratch, allowing for faster production of high-quality materials. ## The Future of AI in SEO Content Creation Generative AI is already transforming the way brands approach content creation, particularly for SEO. When properly integrated, AI can dramatically reduce the time from ideation to publication, enabling businesses to produce SEO-optimized content at scale. However, human expertise is still vital to refining and perfecting this content, ensuring it aligns with brand values and resonates with audiences. By following the checklist above and blending AI’s strengths with human creativity, your business can leverage AI to produce content that is both effective in driving SEO results and engaging to your audience. The integration of AI into SEO content creation presents an exciting opportunity to produce high-quality content faster and more efficiently than ever before. By blending the strengths of AI—such as rapid data processing and content generation—with human expertise in creativity and brand alignment, you can ensure that your content not only ranks well but also resonates with your target audience. As you explore AI-driven content strategies, consider how DAC can support your business with scalable, AI-driven solutions tailored to meet your content needs. With the right balance of AI efficiency and human insight, your brand can stay ahead of the curve in a fast-paced digital landscape. Dive into the full article [here.](https://www.searchenginejournal.com/dacgroup-seo-content-generative-ai-spa/526355/) GET IN TOUCH --- https://www.dacgroup.com/insights/blog/paid-media/10-things-brands-need-to-know-for-holiday-media-success-in-2024.md --- title: "10 things brands need to know for holiday media success in 2024" date: 2025-01-10 published: 2024-11-04 author: "Ahmed Aden" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/Blog-articles-Banners-2-1.png" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/10-things-brands-need-to-know-for-holiday-media-success-in-2024.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/10-cles-incontournables-pour-reussir-vos-campagnes-media-pendant-les-fetes-2024.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/10-dinge-die-marken-fuer-den-erfolg-ihrer-werbemassnahmen-in-der-weihnachtssaison-2024-wissen-muessen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/10-things-brands-need-to-know-for-holiday-media-success-in-2024.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/10-cles-incontournables-pour-reussir-vos-campagnes-media-pendant-les-fetes-2024.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/10-cosas-que-las-marcas-deben-saber-para-triunfar-en-sus-campanas-de-medios-de-estas-navidades.md" --- # 10 things brands need to know for holiday media success in 2024 The holiday season in 2024 presents unique challenges and opportunities for media strategists. As consumers brace for economic changes and brands innovate with new technology, it’s crucial to adapt holiday media strategies to meet evolving demands. This year, shoppers are expected to be more budget-conscious and technologically savvy, shifting how brands approach advertising and engagement. From early budget forecasting to tapping into AI-driven personalization and meeting last-minute shopper demands, planning for the season is essential. Here are ten critical insights to help you stay ahead, ensuring your campaigns resonate and convert in a highly competitive holiday landscape. ## **1. Early Budget Allocation and Forecasting** With economic pressures and high inflation in 2024, consumers are increasingly budget-conscious, affecting their holiday shopping behaviors. For media teams, this underscores the importance of early budget allocation and strategic forecasting to capture demand when it peaks. Begin planning early by identifying key shopping periods and allocating higher budgets during those times to maximize return on investment. It’s equally important to retain some flexibility in your budget, allowing shifts toward campaigns and channels that demonstrate high performance as the season progresses. This adaptive budgeting approach ensures that resources go to high-impact campaigns, making every dollar work harder amid economic uncertainty. ## **2. AI-Powered Audience Segmentation and Personalization** As artificial intelligence evolves, 2024 offers unprecedented opportunities to refine audience segmentation and personalization in holiday campaigns. AI tools now allow for deeper insights into buyer behaviors and purchase intentions, helping brands to identify and target specific audience segments with precision. Leveraging AI, you can predict holiday shoppers’ needs based on data such as past purchases, browsing patterns, and even real-time behaviors, allowing for hyper-personalized ad copy and product suggestions. By adapting messaging to fit each audience’s unique preferences, AI-driven segmentation ensures that ads resonate more effectively, boosting engagement and conversion rates in a competitive holiday landscape. ## **3. Optimize for the Rise in Voice and Visual Search** As voice and visual searches continue to gain traction, optimizing your holiday ads and product pages to align with these technologies is crucial. Consumers are increasingly using voice-activated devices and image-based searches to discover products, particularly during the holiday shopping season. To capture this traffic, ensure that product descriptions and images are optimized with rich, descriptive alt-text, relevant keywords, and context that voice assistants can easily interpret. Additionally, consider creating content that is conversational and voice-search-friendly, addressing common questions and phrases users might ask. By adapting to these search trends, you’ll position your brand to be more accessible and visible to a growing base of voice and visual search users. ![](https://dacgroup.com/wpe-content/uploads/2024/11/Blog-articles-Banners-1-300x150.png) ## **4. Enhance Mobile and App-Based Shopping Experiences** Mobile commerce is stronger than ever in 2024, with consumers relying on mobile devices for everything from research to purchase. To make the most of this trend, optimize both your mobile site and app experience to ensure they offer seamless navigation, quick load times, and a smooth checkout process. High-performing apps that provide exclusive discounts and push notifications are particularly effective for re-engaging customers during the holiday season. By prioritizing a mobile-first approach, your brand can capture a larger share of mobile holiday shoppers who expect fast, user-friendly experiences at every step of their journey. ## **5. Use Retargeting with AI-Enhanced Product Recommendations** Retargeting remains a powerful strategy to re-engage holiday shoppers, and AI-enhanced product recommendations take it to the next level. By harnessing AI, you can showcase tailored product suggestions to each user based on their browsing history, past purchases, or items they viewed but didn’t purchase. This advanced retargeting strategy keeps your brand top of mind while presenting items that align with each shopper’s interests, such as complementary products or trending holiday items. Leveraging dynamic retargeting platforms that support AI-driven recommendations ensures that retargeted ads feel personalized and relevant, making it more likely that shoppers will convert. ## **6. Create Unique Holiday Bundles and Exclusive Offers** With inflation affecting spending power in 2024, consumers are actively seeking deals and value-driven options. Holiday-specific bundles and exclusive offers can meet this demand effectively. By combining popular items into discounted bundles or offering “limited edition” holiday products, you can create a sense of exclusivity and value that resonates with price-sensitive shoppers. Additionally, time-sensitive offers like flash sales or one-day discounts can build urgency and drive quick conversions. These holiday-centric promotions not only appeal to deal-seekers but also enhance customer loyalty by delivering tangible value when it matters most. ## **7. Invest in Short-Form and Live Video Content** Short-form video has become an essential tool for reaching audiences, with platforms like TikTok and Instagram Reels dominating social media. For the holiday season, video content can be especially effective in capturing attention and driving engagement. Create engaging holiday-themed videos such as gift guides, unboxing experiences, or live shopping events that allow customers to visualize their purchases. Live streaming, in particular, enables real-time interactions, letting viewers ask questions and make instant buying decisions. By prioritizing short-form and live video, you can build brand connection and drive immediate engagement during peak shopping periods. ## **8. Fine-Tune Conversion Tracking with GA4 and Privacy-First Approaches** In 2024, privacy concerns and data regulations continue to shape digital marketing practices, making Google Analytics 4 (GA4) an essential tool for tracking holiday campaigns. GA4’s advanced tracking capabilities allow you to monitor multi-channel conversions while respecting privacy-first policies. By integrating GA4 with your CRM and using first-party data, you gain a comprehensive view of user interactions across platforms without compromising user privacy. Fine-tuning your conversion tracking with GA4 helps ensure you capture valuable insights that inform campaign adjustments, enabling more precise targeting and maximizing return on ad spend throughout the holiday season. ## **9. Keep an Eye on Competitors’ Sustainability Efforts** Sustainability remains a significant consumer concern in 2024, and many shoppers consider eco-friendly practices when making purchase decisions. As competitors introduce sustainable packaging, carbon offset options, or donate proceeds to eco-initiatives, it’s important to remain aware of these trends. If sustainability aligns with your brand’s values, consider incorporating messaging that highlights your own initiatives, whether it’s reduced packaging or eco-friendly holiday products. Authentic sustainability efforts can set your brand apart, building trust and loyalty with consumers who prioritize ethical shopping choices. ## **10. Capture Last-Minute Shoppers with Quick Delivery Options and Digital Gifts** Holiday shopping often includes a wave of last-minute buyers who look for convenient, fast solutions. Highlighting quick delivery options like same-day shipping or flexible pickup can make a difference in capturing these customers. Additionally, promoting digital gift options, such as e-gift cards or downloadable products, appeals to those who may be out of time. Including these options in your ad copy and banners, especially in the final weeks before the holidays, can help you reach last-minute shoppers effectively and capture final sales in the peak season rush. With the 2024 holiday season poised to be as competitive as ever, preparing your media strategy early and remaining adaptable are key. By leveraging AI for personalization, optimizing for voice and visual search, focusing on mobile experiences, and tapping into trending formats like video, your brand can meet consumers where they are. Whether addressing early planners or last-minute shoppers, these ten strategies ensure you’re equipped to navigate the season’s complexities and drive meaningful results. Use these insights to position your brand for holiday success, building stronger connections and maximizing your impact in the busiest season of the year. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/paid-media/leveling-up-opportunities-and-challenges-of-advertising-in-video-games.md --- title: "Leveling up: Opportunities and challenges of advertising in video games" date: 2025-01-10 published: 2024-10-24 author: "Erin Rose" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/Blog-articles-Banners-4.png" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/leveling-up-opportunities-and-challenges-of-advertising-in-video-games.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/leveling-up-opportunities-and-challenges-of-advertising-in-video-games.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/leveling-up-opportunities-and-challenges-of-advertising-in-video-games.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/leveling-up-opportunities-and-challenges-of-advertising-in-video-games.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/leveling-up-opportunities-and-challenges-of-advertising-in-video-games.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/subiendo-de-nivel-oportunidades-y-retos-de-la-publicidad-en-los-videojuegos.md" --- # Leveling up: Opportunities and challenges of advertising in video games Video gaming is [the fastest-growing form of entertainment over the last 10 years](https://newzoo.com/resources/blog/google-and-newzoo-beyond-2021-where-does-gaming-go-next#:~:text=Roughly%2075%25%20of%20gamers%20across,by%20the%20pandemic%20will%20stick.) and is projected to more than double by 2032 ([reaching over $1 trillion USD](https://www.statista.com/statistics/292056/video-game-market-value-worldwide/)). That makes advertising within video games a strategic opportunity that’s not only about reaching loyal audiences but scaling your marketing efforts in a dynamic and engaging environment. ![](https://dacgroup.com/wpe-content/uploads/2024/10/Picture1-300x223.png) Forward-thinking brands are increasingly recognizing the untapped potential of video game advertising. Little Caesars, for instance, teamed up with Activision for a co-branded campaign tied to the release of *Call of Duty: Modern Warfare III*, incentivizing users to purchase pizza in exchange for in-game rewards. Similarly, Nike partnered with *Fortnite* to promote its new Air Jordan 1, offering users the chance to buy a virtual version, which in turn fueled interest in the real-world sneaker. And one of our DAC’s own clients, Bridgestone Tires, collaborated with motorcycle-related mobile games to engage enthusiasts through highly interactive platforms, aligning their product messaging seamlessly with relevant gameplay. ![](https://dacgroup.com/wpe-content/uploads/2024/10/Blog-articles-Banners-5-300x95.png) ## Opportunities for brands in the gaming world ### Tapping into engaged and diverse audiences Gamers aren’t just passively playing—they’re immersed in the experience. Many even recognize and engage with brands because they encounter them in gameplay. For instance, *Roblox* players explore virtual Gucci stores, building a deeper connection with the brand. And today’s gamer demographic isn’t confined to teenagers; according to Statista, [gamers aged 35-54 make up nearly the same proportion as those aged 16-24](https://www.statista.com/statistics/326420/console-gamers-gender/). ![](https://dacgroup.com/wpe-content/uploads/2024/10/Picture4-300x192.jpg) ### Endless ad format options In-game ad formats offer endless possibilities, from traditional banners to custom-designed character skins. Here are some key examples: - **Intrinsic in-game ads:** Native ads integrated seamlessly into gameplay, like product placements or branded billboards. - **Adjacent ads:** Ads displayed beside the game, such as banners under mobile puzzle games. - **Interstitial ads:** Ads that interrupt gameplay to become the main focus. - **Audio ads:** Audio-only ads played during gameplay without pausing the action. - **Rewarded ads:** Players watch videos or engage with ads in exchange for in-game rewards. - **Advergames:** Custom games built around a brand or product. - **Sponsored gameplay:** Special levels or events sponsored by brands. - **Skins:** Custom-designed skins that change a player’s in-game avatar. - **Branded worlds:** Immersive experiences like branded islands or game levels. - **Hard-coded ads:** Ads that are permanently integrated into the game’s source code. ### Boosting brand memorability Gamers don’t just passively consume—they actively engage. If your ad feels like a cool addition to the game instead of an interruption, you can build serious brand loyalty. Think of The Sims, in which players can design their virtual homes using IKEA furniture. This clever integration turns brand engagement into part of the fun, subtly reinforcing brand recognition as players enjoy creating their stylish spaces. ![](https://dacgroup.com/wpe-content/uploads/2024/10/Picture5-300x169.png) Similarly, imagine DAC’s logo seamlessly integrated into a GTA environment, as shown in the AI-generated image below. By embedding brand visuals into gameplay, advertisers create memorable experiences that blend with players’ surroundings, enhancing brand recognition without breaking immersion. This type of in-game branding fosters organic engagement, leaving a lasting impression as players interact with familiar visuals throughout their gaming experience ![](https://dacgroup.com/wpe-content/uploads/2024/10/Picture1-2-300x300.png) *(AI-generated image)* ### Cross-promotion collaboration Gaming has become highly social, opening the door for cross-promotion with industries like movies and music. Brands that align with pop culture trends or blockbuster games can achieve major exposure. Take the recent Barbie movie phenomenon—brands everywhere jumped on that bandwagon, from fashion to fast food. A similar opportunity looms with the highly anticipated Grand Theft Auto 6, expected to be one of the most popular games of the century. With Grand Theft Auto 5 already generating over 168 million hours of live streaming in 2024, the hype is real, and brands can expect big cross-promotion opportunities as GTA 6 rolls out. ![](https://dacgroup.com/wpe-content/uploads/2024/10/Picture6.jpg) ## Don’t get KO’d: Challenges brands face in video game advertisement ### Ads can be perceived as intrusive Interrupting an engaged gamer’s flow can backfire. Ads must fit naturally into the gaming environment, enhancing rather than disrupting the experience. Relevancy is key to ensuring your ads don’t break the immersion. ![](https://dacgroup.com/wpe-content/uploads/2024/10/Picture7-300x183.jpg) ### Measuring ROI takes time Tracking the impact of in-game ads can be tricky, as it’s not always easy to directly correlate in-game engagement with real-world revenue. A comprehensive analysis across marketing channels is crucial. . However, it’s important to remember that immediate action might not follow; in-game ad impact often takes time to manifest. ### Ad fatigue is real While gamers love their games, too many ads can lead to burnout. Striking a balance between exposure and ad fatigue is essential—monitoring ad frequency ensures your message is seen but not oversaturated. ### Brand safety demands caution The gaming world can sometimes be controversial, with some games featuring violent or sensitive content. It’s vital to carefully vet the games in which your ads appear, ensuring alignment with your brand’s image and values. ## The future of video game advertising Advertising in video games is like stepping into a whole new world—literally. There are endless possibilities for reaching audiences in unique and creative ways. But, like any game, there are challenges that require smart strategy and quick thinking. Whether you’re a small brand testing the waters or a big brand looking to level up, in-game ads can be a game changer. Just remember to play it cool, be authentic, and keep your eye on the prize. At DAC, we understand the power of immersive experiences like video game advertising and how they can fit seamlessly into a broader, full-funnel campaign. Whether you’re looking to reach highly engaged gamers or align your brand with the latest in interactive entertainment, our team has the expertise to craft strategies that resonate. Ready to take your brand to the next level with video game advertising? Let us help you build a winning campaign that drives results from awareness to conversion. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/the-future-of-seo-in-the-age-of-ai-search-engines.md --- title: "The future of SEO in the age of AI search engines" date: 2025-01-10 published: 2024-10-07 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/Blog-articles-Banners-2.png" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/the-future-of-seo-in-the-age-of-ai-search-engines.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/lavenir-du-seo-a-lere-des-moteurs-de-recherche-alimentes-par-lia.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/die-zukunft-der-suchmaschinenoptimierung-im-zeitalter-der-ki-suchmaschinen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/the-future-of-seo-in-the-age-of-ai-search-engines.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/lavenir-du-seo-a-lere-des-moteurs-de-recherche-alimentes-par-lia.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/el-futuro-del-seo-en-la-era-de-los-motores-de-busqueda-impulsados-con-ia.md" --- # The future of SEO in the age of AI search engines As artificial intelligence (AI) continues to revolutionize industries, the world of search engine optimization (SEO) is poised for radical transformation. Traditional search engines like Google and Bing have long dominated the SEO landscape, but the emergence of AI-driven search engines such as ChatGPT, Perplexity, and others could reshape the way users find information. This new wave of AI search platforms necessitates a fresh approach to SEO strategies, focusing not just on optimizing content for keyword-based search algorithms but also on the underlying data sources that train these models. In this article, we’ll explore how SEO is evolving in the context of AI search engines and outline a comprehensive strategy to stay ahead of this shift. ## **1. Selecting the platforms that matter** The first step in preparing for the future of SEO is identifying the AI-driven platforms that are gaining traction in the market. While ChatGPT and Perplexity are two of the most prominent AI models today, other contenders like Google’s Bard and Anthropic’s Claude are emerging as competitors. The choice of platform will largely depend on current and anticipated user adoption. For instance, ChatGPT is integrated into various applications, including Microsoft’s Bing, while Perplexity focuses on providing highly contextual, conversational search results. It’s essential to stay informed on trends that indicate which platforms are likely to see widespread adoption, as this will shape the focus of your SEO strategy. ## **2. Understanding user behavior on ai search platforms** Just as traditional SEO involves understanding how users phrase queries on Google or Bing, AI SEO demands understanding how users interact with conversational search engines. These platforms excel at interpreting natural language, providing personalized answers, and holding contextual conversations. Topical analysis can provide valuable insights into the types of questions users are asking and how they expect AI models to respond. Tools like Google’s Search Console and AI interaction logs can provide data on user patterns, showing what content users are being directed to, what they click on, and how they interact with search results. ## **3. Monitoring variations in outputs across platforms** Once you’ve selected the platforms, the next step is monitoring how each AI search engine responds to similar queries. This isn’t as straightforward as traditional SEO audits; AI engines can provide vastly different answers based on their training data and algorithmic priorities. For example, a query about “best smartphones in 2024” may yield concise product lists on Google’s Bard but more community-driven, nuanced discussions on ChatGPT. Monitoring these differences is critical for tailoring your content strategy to each platform. Tools that track AI-generated content across various platforms will be instrumental in assessing discrepancies. Performing a mid-funnel question-based query on Perplexity and Google SGE provide similar answers to the query. However, the way sources are displayed and the page laid out are different. Perplexity shows the sources at the top of the result, with the longer-form conversational answer below. Related videos and the ability to search videos, images, and generate images appear in the right rail. Google, on the other hand, shows the conversational response at the top of the page, with sources linked directly in the text and related pages (standard organic links) on the right. ![](https://dacgroup.com/wpe-content/uploads/2024/10/image-1-300x119.png) Perplexity: “Do I need snow tires with AWD” Google: “Do I need snow tires with AWD” ![](https://dacgroup.com/wpe-content/uploads/2024/10/image-2-300x130.png) ChatGPT displays a response to the question that is similar to the responses on Perplexity and Google, but without any source data. This is because ChatGPT is fundamentally not a search engine. Whereas Google and other search engines index and organize existing data, ChatGPT and other GenAI models are designed to create a response based on their understanding of the data. ChatGPT: “Do I need snow tires with AWD” ![](https://dacgroup.com/wpe-content/uploads/2024/10/image-3-300x135.png) ## **4. Investigating why these differences exist** Understanding the “why” behind the differences in AI search results is a crucial next step. The variation can stem from several factors, including: - **Training data:** AI platforms train on different datasets. While Google may rely heavily on indexed web pages, platforms like ChatGPT might prioritize open datasets, Reddit discussions, or other community-driven sources. Each platform’s unique data influences how it interprets and presents information. - **Algorithms and weighting:** Different algorithms may prioritize different types of content—one might emphasize recent, factual data while another leans into opinionated, long-form responses sourced from forums and social media. By investigating these factors, you can adjust your SEO strategy to address the strengths and weaknesses of each platform’s data source. ## **5. Designing experiments to influence source data** Once you understand the data sources driving AI-generated search results, the next step is designing experiments to influence these sources. Traditional SEO often revolves around backlinks, keywords, and structured data, but AI SEO might require different tactics. For example: - **Reddit influence:** If a platform like ChatGPT is heavily influenced by Reddit discussions, optimizing your presence on forums becomes a priority. Engaging authentically with communities, driving discussions, and sharing your content in relevant threads could improve your content’s visibility on these platforms. - **Influencing AI models:** Since some AI models are trained on open data sources, contributing to repositories or public discussions, such as academic publications or open-source projects, could be another way to influence the outcome of AI-generated responses. These experiments should be tailored to the specific data sources of each platform. ## **6. Monitoring and reporting on experiment outcomes** After implementing your experiments, it’s important to track the outcomes and measure the impact of your efforts. This can be achieved by analyzing changes in how AI platforms rank or reference your content over time. For instance, if your goal is to influence Reddit-driven content, track how your posts are cited or how frequently your discussions are picked up by the AI models. Metrics to track include: - Increased visibility in AI-generated answers - Changes in the sentiment or context of how your content is presented - Shifts in user engagement with your AI-optimized content Regular reporting on these experiments will help fine-tune your strategy. ## **7. Developing an AI-centric SEO strategy** The final step is to consolidate your findings into a robust AI SEO strategy. This strategy should focus on continuous optimization for each platform’s unique characteristics. For example, if ChatGPT’s responses are heavily influenced by social discourse, investing in community-building efforts may become more valuable than traditional on-page SEO. Alternatively, if Perplexity relies more on highly structured data, ensuring your website is well-optimized for schema.org and structured content might take precedence. As always, though, it remains critical that you optimize not *for* the search engine, but to ensure your content is valuable to users and technically sound so as to be findable. Google’s stated position on good content is still the correct framework for appearing in AI in search: that is, provide content that delivers E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). Your AI SEO strategy should also include: - A plan to continually adapt as new AI platforms emerge and evolve - Ongoing monitoring of data sources to spot new opportunities for content influence - Regular updates to content based on AI trends and updates to the models The future of SEO will be shaped by AI-driven search engines, and businesses must be ready to adapt to these changes. By focusing on the platforms that matter, understanding user behavior, and experimenting with how to influence the training data behind these AI systems, you can stay ahead of the curve. The key to success in AI SEO will be a willingness to embrace new strategies and continuously evolve as these platforms mature. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/5-realistic-insights-into-generative-ais-impact-on-search-and-seo.md --- title: "5 realistic insights into generative AI’s impact on search and SEO" date: 2025-01-10 published: 2024-10-04 author: "Dan Temby" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/Blog-articles-Banners.png" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/5-realistic-insights-into-generative-ais-impact-on-search-and-seo.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/5-points-cles-pour-comprendre-limpact-de-lia-generative-sur-la-recherche-et-le-seo.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/5-realistische-einblicke-in-die-auswirkungen-von-generativer-ki-auf-die-suche-und-seo.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/5-realistic-insights-into-generative-ais-impact-on-search-and-seo.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/5-points-cles-pour-comprendre-limpact-de-lia-generative-sur-la-recherche-et-le-seo.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/5-ideas-sobre-el-impacto-de-la-ia-generativa-en-las-busquedas-y-el-seo.md" --- # 5 realistic insights into generative AI’s impact on search and SEO As a technologist with a vested interest in the evolving landscape of search and AI, I’ve observed a lot of hype and misconceptions surrounding generative AI’s potential to revolutionize search engines and SEO. While I don’t claim to be an SEO specialist by any stretch, my experience at the intersection of technology and search media provides a unique vantage point to assess these developments realistically. Amidst a sea of overstatements and vague predictions, it’s crucial to ground ourselves in a realistic understanding of what’s truly happening. Here are five key points that shed light on the current state of generative AI and its genuine impact on search and SEO ## 1. Google’s mission isn’t changing overnight For decades, Google has (along with other search engines) been fine-tuning its algorithms to connect users with the information they’re seeking. This relentless pursuit of relevancy and utility is unlikely to be derailed or revolutionized overnight by generative AI. While AI technologies offer new tools, Google’s core mission—to organize the world’s information and make it universally accessible and useful—remains steadfast. AI will enhance, not upend, the foundational principles that have made search so indispensable. Google has been very open about its objective to connect users to content that demonstrates E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). This doesn’t change, because it is the *goal*, and not the mechanism. The convergence of AI and search will make the mechanism better, which will make EEAT even more important to marketers who wish to achieve visibility. ## 2. AI acts as an augmented layer through inference AI often serves as an additional layer within the existing search retrieval process, primarily through a mechanism known as **inference**. Inference refers to how AI models interpret and convert conversational inputs into structured queries that can be processed by traditional search engines. - **Bridging conversational inputs and search results:** When users input conversational queries, AI models use inference to understand the intent and context. They then transform these queries into traditional search terms to retrieve relevant information. - **Enhancing user experience:** By effectively interpreting natural language, AI makes search more intuitive and user-friendly, reducing the need for users to formulate precise search terms. This process allows AI to augment traditional search mechanisms, providing richer, more contextualized responses without replacing the fundamental systems in place. ## 3. LLMs and search engines serve different user goals Large language models (LLMs) like GPT-4 are powerful tools trained on vast datasets, but they are not inherently search engines. Understanding the distinction between the two is crucial, especially from the standpoint of user goals: - **Users seeking direct answers:** Some users are looking for immediate, concise answers to specific questions. Chatbots and LLMs excel at providing synthesized responses based on their training data, making them well-suited for these queries. - **Users seeking sources and exploration:** Other users aim to explore sources, destinations, or a range of options. Traditional search engines are designed to make underlying materials visible, allowing users to access and navigate to original content, websites, or documents. As AI and search technologies converge, these distinctions may progressively blur. AI-enhanced search engines are beginning to provide both direct answers and access to underlying sources. However, it’s important to recognize that search will always have the fundamental role of making the underlying materials accessible—because that’s what it’s designed to do. Even as AI becomes more integrated into search, the core function of making information visible remains essential. Users will continue to need access to original sources for verification, detailed exploration, and a broader understanding of topics. ![](https://dacgroup.com/wpe-content/uploads/2024/10/Blog-articles-Banners-1-300x150.png) ## 4. Implications as search-specific LLMs become mainstream As search-specific LLM-powered systems like Google’s Search Generative Experience (SGE), SearchGPT, and Perplexity gradually enter the mainstream, the SEO landscape will continue to evolve. This evolution is a natural progression, much like previous shifts in search technology. - **Adapting optimization strategies over time:** Traditional SEO practices have always adapted to changes in search algorithms and user behavior. With AI enhancing search, factors like content quality, relevance, and context become even more critical. Businesses can incrementally adjust their strategies to ensure their content remains comprehensive and authoritative, aligning with AI’s emphasis on quality. - **Maintaining content visibility:** While AI-generated answers may alter how information is presented, companies can focus on creating high-quality, AI-friendly content formats over time. This approach mirrors past adaptations to features like featured snippets and voice search, where gradual adjustments helped maintain visibility. Despite these developments, the foundational principles of SEO remain intact. Delivering valuable, relevant content to users continues to be the cornerstone of effective SEO. The integration of AI into search doesn’t upend these principles but rather reinforces them, highlighting the ongoing importance of quality and relevance. ## 5. Practical challenges to ubiquitous AI-powered search The widespread adoption of generative AI in search faces significant hurdles, chief among them being computational feasibility. Executing every traditional search query through an LLM is an economic scalability nightmare. The costs per transaction for generative LLMs are exponentially higher than those for traditional database lookups. Concerns are mounting over the ability of LLM providers to scale economically, making it impractical to default to AI-driven search for every query at this stage. ## Navigating evolving expectations in search As generative AI continues to integrate into the search landscape, user experience and expectations will evolve. Users may gradually begin to appreciate more direct, synthesized answers alongside traditional search results, encouraging search engines to adapt their interfaces and technologies accordingly. However, this evolution aligns tightly with our core thesis: the foundational principles of delivering accurate and relevant information efficiently remain central to search. Businesses and users must stay informed and adaptable. While generative AI offers exciting new tools, recognizing its potential and limitations allows for a measured approach. Practical challenges—particularly around scalability, cost, and the need to prevent AI-generated misinformation—mean that the integration of AI into search will be a thoughtful, progressive journey. By understanding these dynamics, businesses can navigate the changing landscape effectively, adjusting their strategies over time to remain visible and competitive in an AI-enhanced search environment. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/the-full-funnel-media-approach.md --- title: "The Full-Funnel Media Approach" date: 2025-01-09 published: 2024-09-11 author: "tgarcia" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/Blog-articles-Banners-1.png" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/the-full-funnel-media-approach.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/the-full-funnel-media-approach.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/der-full-funnel-media-ansatz.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/the-full-funnel-media-approach.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/the-full-funnel-media-approach.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/un-approach-full-funnel-para-las-estrategias-de-medios.md" --- # The Full-Funnel Media Approach In today’s rapidly evolving digital landscape, brands must adapt quickly to stay relevant and effective. Traditional media alone can no longer reach and engage audiences as it once did. With consumers spending more time online, [digital media](https://www.dacgroup.com/services/digital-media/) has become essential. However, thriving in this environment requires more than just an online presence. Brands must adopt an audience-first mindset, understanding not only where their audience is but also what they are thinking and how they feel about the brand. This deep understanding goes beyond demographics; it involves diving into the psychographics of your audience—their interests, values, and behaviors. Brands that succeed engage customers at every stage, from awareness to purchase and beyond. In this blog, we’ll explore this full-funnel approach which integrates traditional and digital media to set your brand up for digital success. ## **Understanding Your Audience: The Power of Data-Driven Insights** As digital privacy concerns grow and regulations like the Google Privacy Sandbox evolve, businesses must navigate these changes while leveraging data to refine their strategies. Data-driven insights are invaluable, but the approach to gathering and using this data has become more nuanced. To gain comprehensive audience insights, combining first-party data with third-party research from platforms like MRI Simmons, GWI, and YouGov is essential. This combination allows brands to create detailed customer personas and uncover new audience segments, ensuring that campaigns resonate with the right people at the right time. For instance, a restaurant chain might discover that a significant portion of its audience is interested in health and wellness. With this insight, the restaurant can develop campaigns that highlight healthier menu options, aligning with the values of this segment and driving both engagement and loyalty. Demographic data is also crucial for refining strategies. For example, by analyzing search behavior, that same restaurant might identify that specific age groups frequently search for dining options near fitness centers. Targeted ads in these areas, combined with optimized Google Business Profiles, can effectively attract and convert health-conscious customers. ## **Full-Funnel Approach: Blending Traditional and Digital** To reach today’s consumers effectively, brands must embrace a full-funnel approach that integrates both traditional and digital media. This strategy ensures that consumers are engaged at every stage of their journey. In a full-funnel strategy, understanding how traditional media can be complemented by digital alternatives is key: - Television: Paired with Connected TV (CTV) and Over-The-Top (OTT) platforms to reach viewers across devices. - Radio: Complemented by streaming audio services for personalized, targeted messaging. - Out-of-Home (OOH): Mirrored by digital out-of-home (DOOH) solutions for dynamic, location-based targeting. By blending traditional and digital media, brands can create a seamless experience for consumers. For example, if your audience still watches traditional TV but also engages with streaming services, combining these channels ensures comprehensive reach. Incorporating demand-capture media like search, dynamic social, and remarketing is also essential for driving conversions. These channels allow brands to capture interest generated by upper-funnel activities and guide consumers toward making a purchase. Owned media, like email, nurtures long-term relationships, ensuring ongoing engagement and loyalty. ![](https://www.dacgroup.com/wpe-content/uploads/2024/09/Blog-articles-Banners-1-300x150.png) Carefully integrating these media types creates a cohesive strategy that engages customers at every stage of their journey. ## **Crafting Effective Messaging: Engaging at Every Stage** With a solid media plan in place, the next step is to craft messaging that resonates with your audience at each stage of their journey. The success of your marketing efforts depends on delivering the right message at the right time. In the early stages, the goal is to build brand awareness and interest. Messaging should be emotive and aligned with your brand’s values. Video content, whether through traditional TV, CTV, or online platforms, is particularly effective here. As consumers move from awareness to consideration, they seek detailed information. Messaging should shift to highlight your product’s unique selling points, benefits, and advantages. Content like product comparisons and customer testimonials helps guide consumers toward making informed decisions. In the final stages, when consumers are ready to purchase, messaging should be direct and focused on driving action. Strong calls to action, special offers, and a seamless purchase process are key to converting interest into sales. Post-purchase messaging plays a crucial role in reinforcing positive experiences and fostering loyalty. Thank-you emails, satisfaction surveys, and personalized follow-ups encourage repeat purchases and referrals. By aligning messaging with each stage of the customer journey, brands can maximize engagement and drive long-term success. ## **Measuring Success: Optimizing Campaigns with Data and AI** The ability to measure and optimize campaigns in real-time is crucial. Establishing clear metrics and leveraging advanced analytics and AI ensures that marketing efforts are continuously improving. Before launching any campaign, it’s vital to set key performance indicators (KPIs) aligned with your goals. These KPIs guide real-time optimizations, allowing adjustments based on data insights. AI and machine learning have transformed campaign optimization by analyzing vast amounts of data quickly. These tools can automate ad placement, personalize content, and optimize budgets, enhancing overall performance. For example, incrementality testing measures a campaign’s true impact by comparing behavior between exposed and control groups. This approach helps isolate the effect of the campaign and provides a clearer picture of its contribution to desired outcomes, such as increased sales. While AI-driven tools are powerful, they work best when integrated with traditional measurement techniques like Media Mix Modeling (MMM). This combination provides a comprehensive view of a campaign’s performance across all channels. By leveraging data and AI, brands can ensure that their marketing strategies are not only effective but also adaptable and continuously optimized for success. DAC’s innovative approach, underpinned by data-driven insights, effective messaging, and the power of AI, provides a comprehensive blueprint for achieving exceptional marketing outcomes. By understanding and engaging with your audience at every stage of their journey, leveraging the right media mix, and continuously optimizing campaigns through advanced analytics and AI, brands can drive significant engagement, conversions, and long-term loyalty. Embrace these strategies to stay competitive and ensure your brand thrives in the digital age. Contact us to inquire unto these services. Read the full article [here](https://nam10.safelinks.protection.outlook.com/?url=https%3A%2F%2Fwww.business-reporter.com%2Ftechnology%2Fcrafting-a-winning-brand-campaign-blending-digital-and-traditional-media-for-full-funnel-success&data=05%7C02%7CTGarcia%40dacgroup.com%7Cf933f91d3c9e47f557ac08dccdad9c37%7C0ebe24983f844801a996f274524c84e3%7C0%7C0%7C638611392759793331%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C0%7C%7C%7C&sdata=2OV%2BPYGk6Vg5jurm%2BZY8AXODHzU7OjZ5yVVruw2L8O0%3D&reserved=0). GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/testing-the-impact-of-event-google-posts-on-promo-specific-coupon-traffic.md --- title: "Testing the Impact of “Event” Google Posts on Promo-Specific Coupon Traffic" date: 2025-01-09 published: 2024-08-23 author: "Kyle Harris" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/Blog-articles-Banners-8.png" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/testing-the-impact-of-event-google-posts-on-promo-specific-coupon-traffic.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/tester-limpact-des-publications-google-evenement-sur-le-trafic-des-coupons-promotionnels-specifiques.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/untersuchung-der-auswirkungen-von-event-google-posts-auf-gutschein-traffic.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/testing-the-impact-of-event-google-posts-on-promo-specific-coupon-traffic.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/tester-limpact-des-publications-google-evenement-sur-le-trafic-des-coupons-promotionnels-specifiques.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/comprobacion-del-impacto-de-las-publicaciones-en-google-sobre-eventos-en-el-trafico-de-cupones-promocionales-especificos.md" --- # Testing the Impact of “Event” Google Posts on Promo-Specific Coupon Traffic In today’s digital landscape, visibility is key to driving customer engagement and, ultimately, business success. DAC continually test and refine strategies to ensure our clients not only reach their target audiences but also convert that reach into meaningful interactions and transactions. One of our recent initiatives involved leveraging Google Business Profile (GBP) posts—a tool that has become increasingly crucial for businesses looking to stand out in local search results. Google offers two primary types of posts through GBP: “Offers” and “Events.” These posts provide businesses with the opportunity to promote their products, services, and special promotions directly within their local listings, making them highly visible to potential customers. “Offers” posts are typically geared towards mobile listings and focus on a single promotion or discount, driving immediate action. On the other hand, “Events” posts are displayed across both desktop and mobile platforms. These posts are designed to highlight specific events, such as sales or in-store promotions, and usually link users to a dedicated event page, encouraging attendance or participation. DAC had a client that was running lots of offer posts geared toward single promotions but we noticed that a significant portion of their website traffic was coming from a generic all-offers link we were running as an event. This observation led us to hypothesize that presenting these coupons as “Events” might drive more targeted traffic and lead to higher engagement rates. ## **1. The Hypothesis: Could Visibility Drive Engagement?** DAC’s hypothesis was based on the visibility of these posts. We believed that users might engage more with “Events” because of their broader visibility. Since “Event” posts appear on both desktop and mobile devices, they have the potential to catch more attention than “Offers” posts, which only show up on mobile. By turning promo-specific coupons into “Event” posts, we expected to reach a bigger audience, leading to more website visits, leads, and coupon interactions. We aimed to see if this change would result in a higher click-through rate (CTR) from the posts. To test this, DAC launched both the generic all-offers content and the promo-specific coupons as “Events” and carefully monitored the results. ![](https://www.dacgroup.com/wp-content/uploads/2024/08/Blog-articles-Banners-9-300x150.png) ## **2. Putting ‘Event’ posts to the test: Our approach and metrics** In July, we tested our hypothesis by launching both the generic all-offers content and promo-specific coupons as “Event” posts on Google Business Profile, to see if these posts would result in higher engagement than the “Offers” posts. Over a 28-day period, we tracked key metrics like click-through rate (CTR), website traffic, leads, and coupon interactions to measure the impact of this change. After running the test for 28 days, the results were clear: switching to “Event” posts had a positive impact on engagement. Although the overall traffic volume from these posts remained less than 1% of the total listing traffic, the specific metrics showed impressive growth. Website traffic from “Posts” increased by 531%, leads generated from these posts grew by 333%, and coupon prints or texts saw a 189% rise. These results confirmed our hypothesis that the broader visibility of “Event” posts would lead to higher user engagement. By presenting promo-specific coupons as “Events,” the client was able to capture more attention and drive significant improvements in both traffic and interactions. This test underscores the value of continually optimizing digital strategies to take full advantage of the tools available in platforms like Google Business Profile. This test demonstrated the power of “Event” posts in driving engagement and enhancing visibility. By simply shifting promo-specific coupons from “Offers” to “Events,” our client saw substantial increases in web traffic, leads, and coupon interactions. The broader reach of “Event” posts allowed the promotions to connect with a larger audience, proving that small strategic adjustments can lead to significant results. At DAC, we remain committed to exploring innovative strategies that maximize our clients’ online presence. This case study is a reminder that continuous testing and optimization are key to staying ahead in the digital marketing landscape. By leveraging tools like Google Business Profile effectively, businesses can achieve more impactful outcomes and connect with their target audiences more efficiently. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/plugged-in-supercharge-your-ev-station-listings-for-maximum-visibility.md --- title: "Plugged In: Supercharge Your EV Station Listings for Maximum Visibility" date: 2025-01-16 published: 2024-08-21 author: "Kyle Harris" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/Blog-articles-Banners_-EV-charging.png" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/plugged-in-supercharge-your-ev-station-listings-for-maximum-visibility.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/plugged-in-supercharge-your-ev-station-listings-for-maximum-visibility.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/angeschlossen-maximale-sichtbarkeit-ihrer-ladestationen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/plugged-in-supercharge-your-ev-station-listings-for-maximum-visibility.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/plugged-in-supercharge-your-ev-station-listings-for-maximum-visibility.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/plugged-in-supercharge-your-ev-station-listings-for-maximum-visibility.md" --- # Plugged In: Supercharge Your EV Station Listings for Maximum Visibility The electric vehicle (EV) revolution is rapidly transforming the automotive landscape, with more consumers shifting toward eco-friendly transportation. As this shift accelerates, the demand for EV charging stations is growing exponentially. For businesses and service providers, [optimizing the online presence](https://www.dacgroup.com/services/search-engine-optimization/local-seo/) of these stations is no longer optional—it’s essential. [Accurate, accessible, and up-to-date online listings](https://www.dacgroup.com/services/local-presence-management/listings-management/) are crucial for driving traffic to charging stations, improving user experience, and ultimately, staying competitive in a crowded market. Whether you’re managing a single station or a network of them, understanding the importance of optimizing these listings across various platforms is the first step toward ensuring that your EV charging stations are visible, reliable, and easy to find. ## **1. Beyond Google: Managing data across key platforms** While Google may be the dominant player in the digital landscape, managing your EV charging station data across multiple platforms is vital for comprehensive visibility. EV-specific platforms such as Tesla, Apple Maps, TomTom, and Here are increasingly important as they cater directly to EV drivers looking for charging options. Each platform serves a different segment of the market, and neglecting any one of them could mean missing out on potential customers. For example, Tesla drivers are more likely to rely on Tesla’s in-car navigation system to locate charging stations, while others might use Apple Maps or TomTom during their journeys. Ensuring your station information—such as location, hours of operation, and available services—is accurately listed and regularly updated on these platforms will not only increase your reach but also improve the user experience. ## 2. **Leveraging Real-Time Data to Enhance User Experience** [Real-time data](https://www.dacgroup.com/services/data-analytics/) is a critical component in optimizing the user experience for EV charging stations. In an industry where convenience and reliability are key, providing up-to-date information on charger availability, type, power level, and payment methods can make the difference between a satisfied customer and a lost opportunity. Imagine an EV driver looking for a charging station late at night. They rely on accurate, [real-time data](https://www.dacgroup.com/services/data-analytics/) to find an available charger that meets their vehicle’s needs—whether it’s a fast charger for a quick top-up or a standard one for a longer charge. Without real-time updates, a driver might arrive at a location only to find that all chargers are occupied or incompatible with their vehicle, leading to frustration and potentially a negative review. By integrating [real-time data](https://www.dacgroup.com/services/data-analytics/) into your listings across all platforms, you not only improve the chances of attracting customers but also enhance their overall experience. This level of detail and accuracy helps build trust with users, encouraging them to choose your stations consistently over less reliable alternatives. ![](https://www.dacgroup.com/wpe-content/uploads/2024/08/Blog-articles-Banners-7-300x150.png) ## **3. Nesting EV Charging Stations Within Other Businesses** Many EV charging stations are located within or adjacent to other businesses, such as shopping centers, hotels, or restaurants. Properly “nesting” these stations within the larger business entity in online listings is crucial for improving discoverability and user experience. When drivers search for charging options, they often look for amenities that can enhance their charging downtime, such as places to eat or shop. By clearly indicating that your charging station is located within a particular business or complex, you provide valuable context that can attract more users. For instance, a station listed as “EV Charger at XYZ Mall” is more informative and appealing than a generic “EV Charger” listing. This approach not only makes it easier for drivers to find the station but also allows the hosting business to benefit from increased foot traffic. Integrating the charging station into the identity of the larger business can thus be a win-win for both the station operator and the business owner. ## **4. The Power of User-Generated Content** [User-generated content](https://www.dacgroup.com/services/reputation-management/), such as reviews and photos, plays a pivotal role in boosting the visibility and credibility of EV charging stations. Positive reviews can significantly enhance a station’s reputation, making it more likely that other drivers will choose your location over competitors. These reviews often highlight aspects that matter most to users, such as ease of access, charger reliability, and available amenities, providing real-world validation of your service. Moreover, photos uploaded by users can help potential customers easily identify your station upon arrival, reducing any confusion or frustration. A well-maintained station with clear signage, as shown in user photos, creates a strong first impression and reassures drivers that they’ve made the right choice. Encouraging satisfied customers to leave reviews and share photos can therefore be a highly effective strategy for improving your station’s online presence and attracting more users. [Optimizing the online presence](https://www.dacgroup.com/services/search-engine-optimization/local-seo/) of your EV charging stations is no longer just an option—it’s a necessity in today’s competitive landscape. By managing data across multiple platforms, leveraging real-time information, properly nesting stations within larger businesses, and harnessing the power of [user-generated content](https://www.dacgroup.com/services/reputation-management/), you can ensure your stations are not only visible but also trusted and frequently used. Implementing these strategies will position your charging stations for success, attracting more drivers and contributing to the broader adoption of electric vehicles. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/who-will-win-this-algorithm-update-reddit-or-ai-2.md --- title: "Who will win this algorithm update: Reddit or AI?" date: 2025-01-10 published: 2024-08-19 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/Blog-articles-Banners-6.png" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/who-will-win-this-algorithm-update-reddit-or-ai-2.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/reddit-ou-lia-qui-sortira-gagnant-apres-cette-mise-a-jour-dalgorithme.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/wer-wird-dieses-algorithmus-update-gewinnen-reddit-oder-die-ki.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/who-will-win-this-algorithm-update-reddit-or-ai.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/reddit-ou-lia-qui-sortira-gagnant-apres-cette-mise-a-jour-dalgorithme.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/quien-ganara-esta-actualizacion-del-algoritmo-reddit-o-la-ia.md" --- # Who will win this algorithm update: Reddit or AI? Reddit has experienced a significant surge in search engine rankings over the last year (+446% increase in Top 3 rankings), raising questions about whether the platform will continue to benefit from Google’s latest algorithm updates and what this means for SEOs. As Google refines its search strategies, understanding the impact on platforms like Reddit becomes crucial. This article explores the potential effects on Reddit’s visibility and offers insights for digital marketers and content creators. ## **1. Latest core algorithm update** On August 15, 2024, Google made a significant move by extending its AI overviews feature to non-signed-in users in the U.S. This update represents a broader integration of AI into the search experience, aiming to deliver more personalized and informative search results to a wider audience. Notably, this expansion coincided with the release of a core algorithm update, suggesting a potential correlation between the enhanced AI capabilities and shifts in search rankings. This dual update could indicate Google’s intent to refine how AI-driven content influences search outcomes, potentially prioritizing AI-generated summaries in search results. ## 2. Why Reddit COULD benefit from the latest update Over the past year, Reddit has consistently seen significant increases in search rankings as a result of Google’s algorithm updates. Reddit is a rich source of real-world, user-generated content that spans a wide range of topics, opinions, and discussions. This content is highly valued for natural language processing (NLP) and understanding nuanced, conversational language, making Reddit an ideal candidate for benefiting from Google’s focus on content quality. With Google emphasizing high-quality, relevant content, Reddit’s diverse and organic discussions align well with the evolving search criteria. ### **Timeline of Reddit and Google’s relationship** - **June 2023 – Reddit blackout**: Many Reddit communities blocked Google from indexing their content as part of a protest. This significantly disrupted Google’s search results, highlighting Reddit’s critical role in search visibility. - **August to November 2023 – Algorithm updates and data demand**: During this period, Google released a series of algorithm updates focused on content quality and combating SPAM, leading to a 131% surge in Reddit’s Top 3 keyword rankings (according to SEMrush). Concurrently, Reddit demanded compensation from Google for using its data to train AI models. - **November 2023 – Google-Reddit deal**: Google signed a $60 million deal with Reddit to use its data for AI training. Following the deal, Reddit’s rankings stabilized through March 2024. - **March 2024 – Algorithm update**: Another [Google algorithm update](https://blog.google/products/search/google-search-update-march-2024/) was released, resulting in an additional 133% increase in Reddit’s keyword rankings, further solidifying its search pr esence. This update was one of the most impactful and volatile updates Goog le has released to date. - **Summary**: Since June 2023, Reddit has experienced an astonishing 446% increase in Top 3 keyword rankings, reflecting the significant impact of these developments on its search visibility. ![](https://www.dacgroup.com/wpe-content/uploads/2024/08/Image-1-300x155.png) ## **3. Speculation: AI overviews will be the winner this time** It’s possible that Reddit could see another surge in rankings, particularly if its content remains highly relevant and of high quality. However, the rollout of SGE to non-signed-in users may signal that we could see a shift towards more AI-generated results within the SGE framework. This could potentially lead to fewer traditional organic results and more AI-driven summaries appearing at the top of search pages, slightly reducing Reddit’s dominance in certain queries. ## **4. What this means for engagement strategy** Regardless of if the winner is Reddit or SGE, it will further underscore the importance of a comprehensive social engagement strategy as part of a successful search program. As search engines continue to utilize conversational results, businesses should actively engage in communities by providing insightful contributions that spark positive sentiment. A multi-channel approach not only boosts search visibility but also drives meaningful engagement and strengthens connections with audiences. Understanding how to leverage different media forms effectively is crucial for aligning SEO and content strategies with AI-driven search trends. By focusing on delivering consistent, high-quality content across these platforms, businesses can better position themselves to succeed in a rapidly evolving digital landscape. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/a-two-way-street-not-explored-knowing-your-audience-so-that-they-can-fully-know-you.md --- title: "A Two-Way Street Not Explored: Knowing your audience so that they can fully know you" date: 2025-01-09 published: 2024-08-13 author: "Sofia Andolcetti" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/Blog-articles-Banners-4-1.png" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/a-two-way-street-not-explored-knowing-your-audience-so-that-they-can-fully-know-you.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/a-two-way-street-not-explored-knowing-your-audience-so-that-they-can-fully-know-you.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/a-two-way-street-not-explored-knowing-your-audience-so-that-they-can-fully-know-you.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/a-two-way-street-not-explored-knowing-your-audience-so-that-they-can-fully-know-you.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/a-two-way-street-not-explored-knowing-your-audience-so-that-they-can-fully-know-you.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/a-two-way-street-not-explored-knowing-your-audience-so-that-they-can-fully-know-you.md" --- # A Two-Way Street Not Explored: Knowing your audience so that they can fully know you ## **Introduction and advertising overload** In today’s digital age, consumers are bombarded with an overwhelming amount of advertising content across channels and tactics. Did you know that we receive an average of 10,000 advertising messages every day? This constant influx of information makes it incredibly challenging for brands to stand out and capture the attention of their target audience. With so much noise in the advertising space, how can brands ensure their message cuts through and resonates with their audience? The key lies in not only understanding your audience in depth – but really knowing them. The closer you can get to walking in their shoes, the more you can truly understand who they are and tailor your content to meet their specific needs and preferences. This approach not only helps in capturing their attention but also in building a lasting connection with them, by being where they are with what they want to receive. Recently, a comparison of two individuals went viral: King Charles and Ozzy Osbourne. Both are British men born in the same year, 1948, and both have achieved fame and recognition. Yet, their interests, lifestyles, and behaviors could not be more different. King Charles is known for his royal duties, contributions to environmental causes, and classical taste, while Ozzy Osbourne is celebrated as the frontman of Black Sabbath, embodying the rebellious spirit of rock and roll. This example highlights that even with similar demographic characteristics, people’s interests and behaviors can vary dramatically. To truly stand out in a crowded market, brands must go beyond surface-level demographics and dive deep into understanding their audience’s interests, behaviors, and needs. This deep understanding is crucial for creating content and placing it in the right place at the right time, generating true brand connections. ## **Fashion Brand Success by Exploring the Two-Way Street of Audience** A notable example of audience segmentation and tailored content strategies and placement comes from one of our valued clients, a fashion brand that aimed to connect more effectively with millennials. This brand identified two distinct sub-segments within the millennial audience: the “classic millennial” and the “nostalgic millennial.” The “classic millennial” sub-segment comprises individuals who appreciate timeless fashion styles and prefer traditional media channels such as magazines and television. They value quality and longevity in their purchases, seeking brands that offer elegance and sophistication. On the other hand, the “nostalgic millennial” sub-segment is drawn to retro fashion trends and heavily engages with social media platforms like Instagram and TikTok. They enjoy brands that evoke a sense of nostalgia and provide a modern twist to vintage styles. By recognizing these differences, the fashion brand developed tailored content strategies for each sub-segment. For the “classic millennial,” the brand produced high-quality print advertisements and collaborated with influencers known for their timeless style. Content focused on the elegance and durability of the products, aligning with the values of this sub-segment. For the “nostalgic millennial,” the brand leveraged social media campaigns and worked with influencers who embodied the retro aesthetic. The content was vibrant, engaging, and often featured throwback elements that resonated with this audience’s love for nostalgia. The brand also used interactive features like polls and hashtags to increase engagement and build a community around the retro trend. Understanding these distinctions allows brands to tailor their content strategies and placement accordingly. Brands can address the unique needs and preferences of their diverse audience, ultimately leading to more effective engagement and stronger brand loyalty. By tailoring content to meet the specific needs of each group, the fashion brand was able to enhance engagement, build stronger connections, and drive loyalty among its diverse millennial audience. ## **Harnessing Technology and Innovation for Audience Insights** Innovation is at the core of effective audience engagement. Exploring new methodologies and technologies helps brands stay ahead of the curve, continuously refining strategies based on real-time insights. This commitment to innovation ensures that brands maintain a competitive edge and foster deeper connections with their consumers. At DAC, we combine advanced data tools leveraging generative AI and innovative strategies to connect brands with their audiences. Our detailed audience profiles go beyond demographics to uncover key insights, enabling highly targeted strategies. Using both quantitative and qualitative research, we tailor content that resonates with each segment, enhancing engagement. DAC’s commitment to continuous innovation ensures our clients stay competitive, achieve their marketing goals, and build lasting relationships with their audiences. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/human-or-ai-how-to-detect-ai-written-content.md --- title: "Human or AI? How to detect AI-written content" date: 2025-01-09 published: 2024-08-12 author: "Rachel Kaplan" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/Blog-articles-Banners-5-1.png" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/human-or-ai-how-to-detect-ai-written-content.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/human-or-ai-how-to-detect-ai-written-content.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/human-or-ai-how-to-detect-ai-written-content.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/human-or-ai-how-to-detect-ai-written-content.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/human-or-ai-how-to-detect-ai-written-content.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/human-or-ai-how-to-detect-ai-written-content.md" --- # Human or AI? How to detect AI-written content Have you ever paused to wonder if the article you’re reading was crafted by a human or AI? In the age of generative AI, this question is becoming increasingly relevant. The advent of AI technologies like ChatGPT and other advanced models has revolutionized the way we approach writing and generating content. As AI becomes more sophisticated, it will play an increasingly significant role in content creation, revealing both opportunities and challenges. In this post, we’ll explore how to identify AI-generated content in your everyday life. By understanding the nuances and characteristics of AI-written content, you can better appreciate the unique qualities that human writers bring to the table and ensure the authenticity of the information you consume. ## Why do people use AI to create content? AI is becoming an invaluable tool for content creators, providing numerous advantages that enhance the writing process—the most obvious being speed and efficiency. It can produce content almost instantly, freeing up time for specialists to focus on other tasks and projects. For example, AI-driven tools like Jasper or Copy.ai can generate an article draft in minutes, a task that might take a human writer several hours. Further, AI can counteract writer’s block by generating ideas, outlines, and drafts, making it easier to start the writing process and break through creative barriers to maintain productivity. Despite its impressive capabilities, however, AI still requires boundaries and guidance from humans. It can synthesize information and provide data-informed solutions, but the human touch is essential to refine and direct its output. In this sense, AI is not here to replace human writers but to augment their work and help them do more with their time. ## The growing importance of AI content detection AI content detection is the process of determining whether a piece of text, or even art, was generated by AI or by a human. This practice is becoming increasingly vital as AI continues to evolve and integrate into various fields, including sectors that rely heavily on the accuracy and authority of human-generated content, such as healthcare and finance. In these areas, the precision and reliability of information are essential, and any inaccuracies could lead to significant consequences. With its ability to uphold the integrity of information, AI content detection is also helping to combat the spread of false information in the news. In 2023, a Forbes Advisor survey found that [76% of consumers are concerned with false or misleading content from artificial intelligence](https://www.forbes.com/advisor/business/artificial-intelligence-consumer-sentiment/), emphasizing the need for effective detection methods to identify AI-generated misinformation. In addition, AI content detection plays a role in avoiding copyright infringement or plagiarism. AI tools don’t inherently recognize the boundaries of intellectual property, which can result in the unintentional use of someone else’s work. By identifying machine-made content, organizations can better manage and mitigate these risks. ## Google’s stance on AI-generated content It has become apparent that Google has no intrinsic opposition to content created by AI—as long as it adheres to specific guidelines aimed at maintaining the quality and integrity of information on the web. According to the search giant, its primary concern is content that misleads users or manipulates search rankings, which violates its spam policies. That could include cloaking, where different content is presented to users and search engines, and keyword stuffing, which involves filling a webpage with excessive keywords to manipulate its ranking. Another issue is scaled content abuse, where large amounts of duplicated content are created, offering little to no value to users. [Google’s guidance about AI-generated content](https://developers.google.com/search/blog/2023/02/google-search-and-ai-content) emphasizes that it should meet the attributes of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). These attributes ensure that content, regardless of its origin, maintains high standards and provides genuine value to readers. Google ultimately focuses on rewarding quality content, regardless of whether it is produced by humans or AI, encouraging content creators to focus on producing valuable, informative, and engaging content. ## Characteristics of content created by AI AI-derived content, while functional, often exhibits certain characteristics that distinguishes it from human-written text. Recognizing these traits can help identify the content’s true author. - **Repetitive and redundant language:** Due to limitations in fully understanding context, AI might inadvertently repeat phrases or ideas - **Inconsistent use of facts and data:** AI might generate content with inaccuracies or unsupported claims, as it doesn’t always verify the sources of information. This inconsistency can lead to misinformation, particularly if the AI pulls from less reliable sources. - **Uneven flow and focus:** Maintaining a clear narrative or logical progression can be challenging for AI, resulting in disjointed sections that do not connect seamlessly. The content might appear to jump from one topic to another without smooth transitions. - **Overly perfect grammar and syntax:** AI content tends to have flawless grammar and syntax, but often lacks the natural errors or colloquialisms that humans use, making it feel unnatural. - **Generic nature:** AI content often lacks personal touch, unique insights, or subject matter expertise. It cannot provide personal anecdotes, subjective opinions, or a deep understanding of nuanced topics, making the content less engaging and more superficial compared to human-authored text. By being aware of these characteristics, readers can better discern content generated by AI and appreciate the distinct value that human writers bring to the table. ## Tools to spot non-human content Identifying AI-generated content can be challenging, but several tools have been designed to assist in this process. These tools use advanced algorithms and machine learning to analyze text and detect patterns indicative of AI authorship. - **AI content detectors:** Originality.ai, CopyleaksGPTZero, Crossplag, and others use machine learning to identify text that was most likely written by AI. They analyze various aspects of the content, such as syntax, grammar, and structure, to determine its origin. - **Grammar and style checkers:** Tools like Grammarly and ProWritingAid can identify inconsistencies or unnatural phrasing that may suggest AI authorship. These tools highlight overly perfect grammar and repetitive language, which are common traits in generative AI’s content. - **Fact checkers:** Tools like Snopes can be used to verify the information within text. Articles created using AI can sometimes include inaccuracies or unsupported claims, and these fact-checking tools help identify and correct such issues. Using these tools, content creators and readers alike can better detect AI-generated content and ensure the authenticity and soundness of the information they encounter. ## Adding the personal touch While there are many advantages to quickly generating content with AI, the resulting output generally needs at least some human editing to ensure it resonates with audiences. Whether content is “humanized” as part of a quick review or an in-depth redraft, the editor should: - **Adopt an audience-first mindset:** The initial draft generated by AI can serve as a foundation, but human insight is essential to tailor content to specific audience needs. - **Rewrite** **overused phrases:** Make the language more natural and engaging by rewriting common phrases and sentence structures AI tools tend to overuse. - **Add** **personal examples and experiences:** Form stronger connections with audiences by incorporating personal anecdotes or case studies. - **Demonstrate authority and credibility:** Cite reputable sources or include expert opinions to strengthen the content’s reliability. At DAC, we understand that content isn’t about seeing what sticks; it’s about putting the audience first. That’s why our approach combines AI capabilities with human expertise—backed by persona data and topical research—ensuring that our content is both innovative and deeply engaging. Reach out to us to learn more about our content strategy services and how we integrate AI for optimal results. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/paid-media/googles-decision-to-keep-third-party-cookies-what-it-means-for-your-brand.md --- title: "Google’s decision to keep third-party cookies: What it means for your brand" date: 2025-01-09 published: 2024-08-01 author: "Maura Pierson" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/Blog-articles-Banners-1-1.png" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/googles-decision-to-keep-third-party-cookies-what-it-means-for-your-brand.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/googles-decision-to-keep-third-party-cookies-what-it-means-for-your-brand.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/was-bedeutet-googles-entscheidung-cookies-von-drittanbietern-zu-behalten-fuer-ihre-marke.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/googles-decision-to-keep-third-party-cookies-what-it-means-for-your-brand.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/googles-decision-to-keep-third-party-cookies-what-it-means-for-your-brand.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/la-decision-de-google-de-mantener-las-cookies-de-terceros-cuales-seran-las-consecuencias.md" --- # Google’s decision to keep third-party cookies: What it means for your brand On Monday, July 22, Google announced a significant shift in its plans regarding third-party cookies in the Chrome browser. Initially slated for deprecation, these cookies are here to stay, with Google introducing new options for consumers to accept or deny their use. This decision marks a pivotal moment for businesses and marketers who rely on third-party cookies for tracking and advertising purposes. Understanding the implications of this change is crucial for brands as they navigate an evolving digital landscape where privacy concerns and regulatory pressures are at the forefront. ## Challenges and delays on the path to privacy Third-party cookies have long been a cornerstone of online advertising, enabling marketers to track users across websites and deliver targeted ads. However, growing privacy concerns have prompted major changes in how user data is collected and utilized. Google’s Privacy Sandbox initiative was introduced as a solution to balance user privacy with the needs of advertisers by proposing new standards for web privacy and tracking. Despite its potential, the Privacy Sandbox has faced repeated delays over the past four years, primarily due to regulatory scrutiny. The UK’s Competition and Markets Authority (CMA) has been particularly vocal about the potential anti-competitive effects of Google’s proposed changes. The CMA’s concerns have led to ongoing negotiations and adjustments, delaying the deprecation of third-party cookies. Google’s recent decision to keep third-party cookies available while developing consumer consent options reflects these regulatory challenges. However, this does not signal the end of the Privacy Sandbox. Google remains committed to its development, aiming to create a more privacy-focused web environment. The crucial question now is how motivated publishers and ad tech vendors will be to invest in this evolving ecosystem. ## Strategic implications for brands: Keep the momentum going In light of Google’s decision, it’s imperative for brands not to relax their efforts but to continue adapting to the evolving privacy landscape. While Chrome remains the dominant browser, it’s crucial to recognize that a significant portion of consumers using Safari, Firefox, and other browsers are already inaccessible through third-party cookies. Furthermore, Google’s planned consumer consent options could result in over 50% of Chrome users opting out of tracking, similar to the impact of Apple’s App Tracking Transparency (ATT) framework. Brands must persist in testing and refining privacy-compliant targeting strategies. Contextual targeting, which involves placing ads based on the content of a webpage rather than user behavior, has proven effective in reaching audiences without relying on third-party cookies. Dynamic creative adaptations, which tailor ad content in real time based on the context and user preferences, can also enhance engagement and relevance. A robust data strategy remains essential for marketing effectiveness. Advanced data and measurement techniques, such as propensity scoring, audience segmentation, look-alike modeling, and media mix modeling, will be critical in navigating this new landscape. Identifying your data needs and evaluating the right technology stack will help ensure your brand can continue to reach and resonate with consumers across various platforms and browsers. ## Actionable steps for brands: Future-proof your strategy Adapting to the evolving digital landscape requires brands to take strategic steps to ensure they can still reach consumers no matter their browser. Here are some actionable steps to help your brand navigate the changes brought about by Google’s decision: 1. **Embrace contextual targeting:** Focus on placing ads based on webpage content, ensuring relevance without relying on third-party cookies. 2. **Leverage dynamic creative adaptations:** Use real-time ad customization to deliver personalized and relevant ads across different browsers. 3. **Invest in identity resolution:** Unify user identities across touchpoints to enhance targeting and personalization while respecting privacy. 4. **Strengthen your data strategy:** Prioritize advanced data techniques like propensity scoring, audience segmentation, and look-alike modeling to optimize marketing efforts. 5. **Evaluate your tech stack:** Ensure your technology stack supports data and privacy needs, and invest in tools for compliant data collection and analysis. 6. **Stay informed and agile:** Regularly review industry updates and regulatory changes to keep strategies up to date. Being agile and ready to pivot will give your brand a competitive edge. By following these steps, your brand can thrive in a privacy-centric digital ecosystem, effectively reaching and engaging your audience amidst evolving challenges. As Google reverses its plans to deprecate third-party cookies in Chrome, brands must stay proactive and adaptable. Embrace contextual targeting, leverage dynamic creative adaptations, invest in identity resolution, and strengthen your data strategy to navigate this evolving landscape. Evaluating your tech stack and staying informed about industry updates will ensure your strategies remain competitive. By taking these steps, your brand will thrive in a privacy-centric digital ecosystem, maintaining strong connections with your audience despite future challenges. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/must-have-ai-marketing-tools-our-experts-use-daily.md --- title: "Must-have AI marketing tools our experts use daily" date: 2025-01-09 published: 2024-07-10 author: "Beryl Grannec" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/Blog-articles-Banners-1-1-1.png" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/must-have-ai-marketing-tools-our-experts-use-daily.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/must-have-ai-marketing-tools-our-experts-use-daily.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/die-wichtigsten-ki-marketing-tools-die-unsere-experten-taeglich-nutzen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/must-have-ai-marketing-tools-our-experts-use-daily.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/must-have-ai-marketing-tools-our-experts-use-daily.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/conoce-el-listado-de-herramientas-de-ia-imprescindibles-para-nuestros-expertos-en-marketing.md" --- # Must-have AI marketing tools our experts use daily In the ever-evolving landscape of marketing, artificial intelligence (AI) has become a game-changer, offering tools that can enhance creativity, improve SEO, provide in-depth analytics, streamline web development, and more. At DAC, our commitment to innovation drives us to explore and test new processes, and naturally integrate various AI-based tools into our daily work. From generating unique concepts to enhancing low-resolution images, these AI tools help us deliver exceptional results efficiently and effectively. So, let’s dive into these powerful tools and explore their capabilities. ## **1. Creative tools** ### **Midjourney** Midjourney, one of the first breakthrough tools in design, is an innovative AI tool made for generating unique visual concepts. It excels at creating specific and imaginative visuals that would be challenging to produce through traditional methods or find in stock images. We love using Midjourney to quickly bring ideas to life. It’s a tool that helps our designers visualize concepts rapidly, ensuring their feasibility before full-scale implementation. Additionally, Midjourney is perfect for generating images for presentations and pitch mockups, making it an indispensable part of our creative toolkit. ### **Adobe Suite (Photoshop, Illustrator, After Effects)** The Adobe Suite, including Photoshop, Illustrator, and After Effects, offers a range of AI-powered features that enhance creative workflows. These tools enable tasks such as expanding backgrounds, removing unwanted elements, and adding intricate details with precision and ease. At DAC, we rely on Adobe’s AI capabilities to save time on otherwise time-consuming tasks. These enhancements allow us to utilize images that might have been dismissed, significantly improving our efficiency and productivity in daily operations. ### **Revoicer** Revoicer is an AI tool that generates high-quality voiceovers, providing a cost-effective and efficient alternative to traditional voice actors. This tool is especially useful for producing professional audio content quickly. ### **Topaz Labs** Topaz Labs specializes in enhancing low-resolution images, making it ideal for improving the quality of visuals. This tool uses AI to upscale images, ensuring they are crisp and clear. At DAC, we frequently use Topaz Labs to enhance pixelated assets. Whether for ads, website banners, or billboards, this tool ensures our final output maintains high quality, which is crucial for all our marketing materials. ## 2. **Web development tools** ### **GitHub Copilot** GitHub Copilot is an AI-powered code completion tool that assists developers by suggesting code snippets and functions as they type. It assists in code completion and provides intelligent suggestions, which helps in speeding up the development process and reducing the time spent on writing boilerplate code. This has greatly improved our coding efficiency and overall productivity. Our developers appreciate how GitHub Copilot allows them to focus on more complex aspects of their projects, knowing they have a reliable assistant for routine coding tasks. ## **3. Project management** ### **Notion AI** Notion AI is an AI-powered productivity tool that helps organize tasks, create project plans, generate meeting notes, and draft content. At DAC, we use Notion AI to streamline our project management processes. It is especially useful for converting meeting notes directly into actionable tasks, which simplifies our workflow and boosts efficiency. ## **4. SEO and content creation** ### **Gemini** Similar to ChatGPT, Gemini leverages advanced AI capabilities, but offers a unique advantage in that it is fed directly by Google’s algorithms. This connection provides us with highly relevant information on search engine behavior, making it an invaluable asset for our SEO strategies. At DAC, our SEO team therefore likes to use Gemini for its deep integration with Google’s AI, which ensures that our searches and strategies are aligned with the latest search engine trends. This enables us to stay ahead in the competitive SEO landscape and develop more effective, data-driven marketing strategies. ### **ChatGPT** ChatGPT is a widely recognized and extensively used tool in generative AI. While many are familiar with its basic functionalities, a powerful feature remains underutilized: Custom GPTs. These tailored versions of the GPT model are designed to meet specific needs by incorporating unique data, parameters, and guidelines, significantly enhancing productivity and consistency. Despite their potential, data shows that many users do not leverage this feature. Integrating AI tools into marketing strategies offers numerous benefits, including increased efficiency, improved accuracy, and enhanced creativity. These tools allow marketers to automate routine tasks, gain deeper insights from data, and create more personalized and engaging content. By leveraging AI, DAC ensures that our clients stay ahead of the competition with innovative and effective marketing solutions. The future of AI in marketing lies in even more sophisticated personalization, predictive analytics, and seamless integration across all marketing channels, driving unprecedented growth and engagement. AI tools are transforming the marketing landscape, and DAC is at the forefront of this revolution. By utilizing these top AI tools, we deliver superior results for our clients. Explore these tools with us and elevate your marketing strategies to new heights. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/development/more-than-just-a-map-the-surprising-impact-of-store-locators.md --- title: "More than just a map: The surprising impact of store locators" date: 2025-01-09 published: 2024-07-09 author: "Javier Reventun Gutierrez" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/01/Blog-articles-Banners-4-2.png" categories: - name: "Development" url: "/insights/blog/development.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/development/more-than-just-a-map-the-surprising-impact-of-store-locators.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/development/plus-quune-simple-carte-limpact-surprenant-des-localisateurs-de-magasins.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/development/more-than-just-a-map-the-surprising-impact-of-store-locators.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/development/plus-quune-simple-carte-limpact-surprenant-des-localisateurs-de-magasins.md" es: "https://www.dacgroup.com/es/descubre/blog/development/algo-mas-que-un-mapa-el-sorprendente-impacto-de-los-store-locators.md" --- # More than just a map: The surprising impact of store locators In today’s digital age, personalization and ease of access are key to standing out in a competitive marketplace. One essential tool that can make a big difference is the humble store locator, which not only helps customers find physical stores quickly and efficiently but also offer a number of benefits that can significantly boost sales. In this post, we will explore the importance of [store locators](https://www.dacgroup.com/local-marketing-platforms/store-locator/) and how DAC’s expert teams coordinate to ensure the ongoing success of this tool. ## **What is a store locator?** A store locator, in its most basic form, is an online tool that allows users to find the location of physical stores closest to their current location or a specific address. These locators typically include detailed information about each store, such as opening hours, available services, contact information, and customer reviews. But how, exactly, does a simple store locator make such a difference for your business? In our extensive experience, we’ve found that there are three main advantages to unlock. ### **1. Improved user experience (UX)** One of the biggest benefits of store locators is a potentially significant improvement in the user experience. By providing a quick and easy way to find the nearest stores, customers can save time, move to the next stage in their purchase decisions, and start planning their visits. This can ultimately translate into greater customer satisfaction, which in turn can increase loyalty and repeat purchases. ### **2. More conversions** A well-designed, user-friendly store locator can increase conversion rates by facilitating each customer’s search and decision process. Users who can quickly find a store and obtain relevant information are more likely to make a purchase. But that’s not all: by integrating features such as local promotions and real-time product availability, additional sales can be generated. ### **3. Better local SEO** Store locators also play a crucial role in [local SEO](https://www.dacgroup.com/services/search-engine-optimization/local-seo/). Each location page can be optimized with local keywords, addresses, and other relevant information that helps your business locations appear more prominently in local search results. This not only increases your online visibility but also generates more traffic to your physical stores. ![](https://www.dacgroup.com/wpe-content/uploads/2024/07/SushiShop-SL-1-300x300.png) ## **The teams involved in store locator builds** To get the most out of a store locator, it is crucial that it is implemented is effectively. That’s why our teams work collaboratively and synergistically to design and execute innovative digital solutions—including store locators—that meet the specific needs of our clients. Each department brings its own unique experience and expertise, ensuring optimal outcomes for all our store locator builds. ### **1. Creative** The creative team is responsible for the [design and user experience](https://www.dacgroup.com/services/design/) of the store locator. This includes creating an intuitive and attractive interface that makes search and navigation easy for users. The creative team also works on integrating visual elements such as interactive maps, icons, and other graphics that enhance the look, feel, and functionality of the store locator. ### 2. **SEO** The SEO team ensures that each location page is optimized for search engines. This includes local keyword research, on-page content optimization, URL structures, and the inclusion of structured data to improve visibility in local search results. Good local SEO can attract more potential customers to physical stores, increasing sales opportunities. ### 3. **Analytics** The analytics team plays a crucial role in monitoring and analyzing store locator performance. Using tools such as Google Analytics, [data scientists can track key metrics](https://www.dacgroup.com/services/data-analytics/) such as the number of users using the store locator, the most searched locations, average time on page, and conversion rates. This data is essential to identify areas for improvement and continually optimize the tool to maximize its effectiveness. ### 4. **Development** The [development team](https://www.dacgroup.com/services/web-development/) is responsible for the technical implementation of the store locator. This includes integration with mapping systems, backend configuration to manage locations, and implementation of advanced features such as proximity search and real-time product availability. All these features come together in a well-developed store locator that is fast, stable, and effortlessly easy to use. ### **5. Quality assurance (QA)** The QA team ensures that the store locator works correctly on all browsers and devices. They perform extensive testing to identify and fix bugs, ensuring a smooth user experience. In addition, the QA team verifies that all integrations, such as map APIs and product databases, run smoothly. In short, a [store locator](https://www.dacgroup.com/local-marketing-platforms/store-locator/) can be so much more than a handy tool on a website; it can be an essential strategic element for any business with a physical presence. By enhancing the customer experience, increasing in-store traffic, generating valuable data, and optimizing local SEO, store locators offer a significant return on investment—and in a world where competition is fierce and the customer experience is crucial, implementing a high-quality store locator on your website can be the difference between losing a potential customer and gaining a loyal one. If your business does not already have this tool—or your store locator hasn’t been refreshed and optimized for several years—now is the time to act. Make the appropriate investment in a store locator and you’ll more than likely see a noticeable improvement in customer satisfaction and overall business performance. At DAC, we help our clients maximize their digital potential, and we are here to offer you the best solutions tailored to your specific needs—from simple store locators to the most complex digital deployments. Want to know more? Let’s talk. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/how-ai-can-harness-customer-reviews-for-marketing-success.md --- title: "How AI can harness customer reviews for marketing success" date: 2025-01-10 published: 2024-06-12 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/06/Blog-articles-Banners-1-2.png" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/how-ai-can-harness-customer-reviews-for-marketing-success.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/comment-exploiter-lia-pour-tirer-parti-des-avis-clients.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/wie-ki-kundenrezensionen-fuer-den-erfolg-im-marketing-verwerten-kann.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/how-ai-can-harness-customer-reviews-for-marketing-success.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/comment-exploiter-lia-pour-tirer-parti-des-avis-clients.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/como-la-ia-puede-aprovechar-las-opiniones-de-los-clientes-para-conseguir-un-mayor-exito-en-las-estrategias-de-marketing.md" --- # How AI can harness customer reviews for marketing success With an estimated 84% of consumers placing as much trust in online reviews as they do in personal recommendations, it’s easy to see why businesses are taking a more proactive approach to online reviews rather than passively relying on word of mouth. Positive reviews also have the rather obvious benefit of boosting a brand’s reputation while contributing to its SEO. While many businesses use customer reviews to remedy complaints and address flaws, few realize that online reviews can be used to gain a significant competitive advantage. Now that AI is leveling the playing field, this once-complicated undertaking is being transformed into an essential business practice—so let’s take a closer look and make sure you’re not missing out on a valuable opportunity. ## Extracting review insights with AI A small company can look through their few dozen reviews in an afternoon, but this isn’t a viable option for enterprise-level organizations. Even a single high-traffic location can be impractical to analyze, let alone tens or hundreds of other listings, multiplied by every review platform where a business maintains a presence, from Google to Apple Maps to Facebook. This issue only compounds for individual product reviews, with every additional SKU making the prospect of analyzing all online reviews a fool’s errand. Previously, by looking at high-level key performance indicators (KPIs), business managers could gain insights such as which of their products or locations performed better or worse than expected—but this assessment was limited to benchmarks established by the business’s own data. Sentiment analysis then offered a slightly more granular version of these in-brand comparisons, with software beginning to understand text within reviews to provide rudimentary scoring beyond star ratings alone. Today, the emergence of AI—and its ability to give natural language feedback in a much more nuanced way—is changing the game. Enterprise-level businesses have always been overburdened with review content, but that sheer volume of content has suddenly become an asset. AI language models such as ChatGPT can be fed data from any source, accommodating unique data sets and deriving highly specific insights. For instance, conventional sentiment analysis could tally up repeated words but struggled with synonyms and generally struggled with reviews that covered multiple aspects of a product, service, or brand. In contrast, DAC’s AI models can easily parse subtle distinctions across hundreds if not thousands of reviews, understanding sentiment on a macro level as well as digging deeper into the minute details that add up to each customer’s overall experience. When we assess review data, we can now ask the AI what customers think of any given topic. If a restaurant owner were to ask, “What do our customers think of our soups of the day?” the AI would analyze all user reviews and respond back with something along the lines of, “The soups are generally a good value but often under-salted. As there is no salt at the tables, it’s annoying to have to always ask the server to bring some.” In this example, the AI is doing what a simple KPI measurement could do—reporting that reviews are generally positive for the soup of the day—but it then expands that understanding further. Previously, a sentiment analysis tool could have accounted for the term “salt” appearing in review text, but it would not have made the connection to soup specifically. The AI automatically connects all relevant points of data to conclude that a significant number of customers want salt ready at their tables. Only AI can instantly combine and assess of general review scores and associated words in this way, then go the extra step to extrapolate those words to other scenarios in reviews. ![](/wpe-content/uploads/2024/06/Banner-EventPRAwards-pages-2-300x152.png) ## Using AI to promote reviews and business features There are many benefits to promoting your positive reviews on your website, social channels, and other customer touch points, with [SEO](/services/search-engine-optimization/) chief among them. There are so many searches that could lead a customer to your business, whether they are searching for a specific product, service, or even a basic attribute such as pet-friendly stores. It’s virtually impossible to guess every possible query a customer might have about your business and even more difficult to create content that addresses every single one of these potential topics. The smarter solution is to leverage user-generated content (UGC) to unlock these SEO benefits for you. Your marketing managers may not be able to list every single aspect of your business from memory, but AI can certainly remember all the factors that went into your five-star reviews. [More than 99% of American consumers read reviews before making purchases](https://capitaloneshopping.com/research/online-reviews-statistics/) , online and offline. Positive reviews, shown to customers before they even ask to see them, will more than likely influence them into making a purchasing decision. ## AI’s role in responding to reviews It has been found that 88% of consumers are likely to choose a business that replies to all reviews, which is 87.2% higher than businesses that do not respond to reviews. Responding to reviews is also known to lead to an increase in new customer reviews—which also means an increase in SEO-boosting content and a likely boost in overall star ratings. DAC already provides review response tools through our unique [Reputation Management suite](/services/reputation-management/), which counts AI integrations among its latest additions. Our Review Response Assistant, for instance, not only generates stock responses to star-only reviews but also suggests the most effective ways to respond to reviews that demand a more nuanced reply. AI should not be used without any human oversight, of course, but the assistant makes customer service representatives’ lives easier by recommending search-friendly terms to fully optimize their responses. The very concept of responding to online reviews is a major topic in itself. That’s why we’ve already written extensively about it, so check out [Change Your Stars: How to Respond to Online Reviews](/blog/change-your-stars-how-to-respond-to-online-reviews/) and [5 Ways to Use Bad Reviews to your Advantage](/blog/5-ways-to-use-bad-reviews-to-your-advantage/#:~:text=If%20a%20customer%20is%20upset,if%20they%20experience%20an%20issue.) before you decide your next steps. Overall, harnessing customer reviews for marketing success is a powerful strategy that leverages the real experiences of satisfied customers to build trust and drive sales. By utilizing AI to analyze customer reviews, businesses can extract valuable insights, identify trends, and understand customer sentiments in a way that manual analysis could never achieve. In today’s competitive market, integrating AI-driven insights from reviews gives brands a priceless opportunity boost their credibility, attract potential customers, and—ultimately—chart a course to sustained growth and success. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/reddits-serp-dominance-and-what-it-means-for-your-brand.md --- title: "Reddit’s SERP dominance and what it means for your brand" date: 2026-01-12 published: 2024-06-06 author: "Dan Lauer" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-articles-Banners-2-1.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/reddits-serp-dominance-and-what-it-means-for-your-brand.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/reddits-serp-dominance-and-what-it-means-for-your-brand.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/reddits-serp-dominance-and-what-it-means-for-your-brand-4.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/reddits-serp-dominance-and-what-it-means-for-your-brand.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/reddits-serp-dominance-and-what-it-means-for-your-brand.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/reddits-serp-dominance-and-what-it-means-for-your-brand-3.md" --- # Reddit’s SERP dominance and what it means for your brand Reddit’s presence in search engine results pages (SERPs) is nothing new. Although the social platform’s content has recently gained more prominence via Google’s shiny new “Perspectives” tab—which focuses on people-generated discussions—Reddit has appeared in the “In the News” box (now “Discussions and Forums”) for almost a decade. What is eye-catching these days is how often Reddit threads are showing up and the breadth of keywords Reddit content can facilitate high on the SERP. Reddit results on the SERP are encompassing both branded and non-branded search queries, covering all levels of the customer funnel—**Knowing, Thinking, Planning, Doing, Feeling**—and spanning across industry verticals, including YMYL categories (Google’s “Your Money or Your Life” criteria; topics that can potentially impact a person’s future happiness, health, financial stability, or safety). Using SEMrush, our analysis of the reddit.com domain on the US keyword database shows a +207% increase in total ranking keywords. To put that in perspective, that’s +110 million additional keywords the Reddit domain is ranking for now compared to the spring of 2023. If you look at only Page 1 queries, it is a +322% increase, or an additional +29 million keywords. For the top three positions, it’s a +266% increase, or an additional +7.2 million keywords. ![](/wpe-content/uploads/2024/06/Picture1-300x120.png) A year ago, [Google announced that it would “soon” start showing more “hidden gems” content](https://blog.google/products/search/google-search-perspectives/) as part of an update to its [helpful content system](https://developers.google.com/search/help/helpful-content-faq). We didn’t hear anything else about “hidden gems” until Danny Sullivan posted on the Google Search Liaison X account that it had been “live for months” and was not part of the helpful content system. As the above chart shows, the prominence of Reddit threads on Page 1 started increasing in the late summer and early fall of 2023. This coincided with Google launching an unprecedented [seven confirmed algorithm updates](https://status.search.google.com/products/rGHU1u87FJnkP6W2GwMi/history), including three Core Algorithm System Updates, a reviews update, spam update, and a helpful content system update. Then, in March 2024, Google announced another spam update and another core update, with the latter incorporating the helpful content system. The longest core update rollout ever—taking 45 days—targeted spammy content, AI-generated content at scale, and parasite SEO. This came on the heels of Google announcing an expanded partnership with Reddit in which [Google would use Reddit to train its AI systems](https://blog.google/inside-google/company-announcements/expanded-reddit-partnership/). ## Reddit’s SERP prominence in numbers SEO specialists often play the role of a CSI, looking back in time and trying to piece together what has transpired. It doesn’t take much of a reach to see that last year’s algorithm updates started to reward Reddit posts and threads. As of today, the combination of Google’s helpful content update, reviews update, “hidden gems” signal, and expanded partnership with Reddit means that Reddit content will continue to appear prominently on SERPs for the foreseeable future. The search giant itself has said that it will continue to surface Reddit threads because users seem to find this content helpful. But it hasn’t all been plain sailing. Google’s decision to display “Discussions and Forums” content so high on the SERP seems to be at odds with its own guidance on YMYL topics, and SEO professionals have [called Google out for surfacing Reddit threads for queries relating to medical, financial, and other sensitive topics. DAC’s own analysis of Reddit’s domain shows that topics](https://x.com/lilyraynyc/status/1775575793248223262) like blood pressure, insurance, medication, and diet are showing up for hundreds if not thousands of keywords on Page 1—sometimes within the “Discussions and Forums” box, sometimes as one of the traditional “10 blue links”, and even within AI-generated overviews. The “Discussions and Forums” module particularly prominent, often appearing above the fold ahead of the “People Also Ask” section, which is also now accommodating Reddit content. To dig a little deeper, we analyzed a few major brands and their closest competitors. Using the SEMrush keyword gap analysis tool, all domains were shown to be overlapping for tens of thousands of keywords—and Reddit captured 50% or more of ranked demand. ![](/wpe-content/uploads/2024/06/Tableau-1-1-283x300.jpg) Non-branded keywords are not exempt from this trend, and most of the keywords we analyzed increased by triple-digit percentages year over year. As the chart below shows, reddit.com has experienced a huge growth in Page 1 keyword appearances between April 2023 and April 2024. These non-branded keywords cover all stages of the customer journey, from buy, sell, and purchase to deals and offers, reviews, “best”, and even localized searches like “near me”. ![](/wpe-content/uploads/2024/06/Tableau-2-1-162x300.jpg) ## Leveraging Reddit to your advantage As the data shows, Reddit content is showing up for millions more keywords on Page 1, branded and non-branded, across all levels of the customer funnel. With this in mind, the Reddit domain should absolutely be considered a “threat”. After all, even if you manage to outrank Reddit content and your competitors in traditional organic results, you may be crowded out by a growing number of SERP components—paid ads, “Discussions and Forums”, “People Also Ask”, AI overviews—which makes **total SERP ownership** an increasingly important goal. So, what are SEOs and brands supposed to do? 1. First, deploy a keyword tool to discover how Reddit results are ranking in your industry, paying close attention to where Reddit is outranking you for both branded and non-branded terms. This will show you where there are opportunities to develop “helpful content” at all stages of the customer journey. 2. Second, work with your PR and social media teams to focus their attention on Reddit. How are they dealing with positive and negative reviews, comments, and topics on Reddit? It’s true that Reddit has a dark and seedy side—as do most social platforms—but it can also present valuable opportunities to respond to comments and link back to your own domain. Even as the SERP is being reshaped by the Reddit effect, the social platform itself is undergoing significant changes. Reddit just announced that [its daily active users are up +37% year over year to over 82 million users](https://finance.yahoo.com/news/reddit-is-maturing-as-a-company-ceo-says-182801293.html), with its revenue rising +48% to $243 million. As Reddit CEO Steve Huffman has already hinted, Reddit’s logical next step could be [monetizing its own search functionality by introducing paid ads](https://searchengineland.com/reddit-teases-search-ads-440343) against high-intent queries. In May 2024, Google revealed at Google I/O that Reddit content is not only showing within the Search Generative Experience (SGE) but is being used to train AI models. Days later, Google began testing [a new visual treatment for Reddit threads on the SERP](https://searchengineland.com/google-is-testing-special-snippet-treatment-for-reddit-search-results-440729) and [OpenAI confirmed that ChatGPT will be able to reference Reddit content](https://www.reuters.com/markets/deals/openai-strikes-deal-bring-reddit-content-chatgpt-2024-05-16/). It seems that both Google and Microsoft are satisfied that Reddit content has the requisite credibility and accuracy to feature prominently in search results and AI interactions. One thing is certain: Reddit’s influence on the SERP is not going to dissipate any time soon. In fact, its full scope and impact are yet to be seen. SEOs and brands should monitor Reddit much more closely and start laying the foundations to succeed in a Reddit-oriented SERP—or enlist a partner that can. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/what-the-google-search-data-leak-means-for-seo.md --- title: "What the Google Search data leak means for SEO" date: 2024-12-30 published: 2024-05-31 author: "Dan Lauer" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/08/Blog-articles-Banners.png" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/what-the-google-search-data-leak-means-for-seo.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/what-the-google-search-data-leak-means-for-seo.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/what-the-google-search-data-leak-means-for-seo-3.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/what-the-google-search-data-leak-means-for-seo-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/what-the-google-search-data-leak-means-for-seo.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/what-the-google-search-data-leak-means-for-seo-4.md" --- # What the Google Search data leak means for SEO As Batman villain Harvey Dent put it, “You either die a hero, or live long enough to see yourself become the villain.” Dent was referring to Julius Caesar’s lifelong accumulation of power and the inevitably tragic result, but the sentiment could now also describe Google’s increasingly fractious relationship with website owners and the wider SEO community. The last two years have been a whirlwind for Google, from the DOJ anti-trust lawsuit to 10 confirmed algorithm system updates (including four core updates with significant implications), the reactive launch of the [Search Generative Experience (SGE)](/blog/sge-dont-believe-everything-you-read-about-ai-and-seo/) in Labs, the bumpy arrival of AI Overviews, and the contentious growth of Reddit content at the top of the SERP. Almost all of these updates and events have, understandably, generated negative press for Google. Then, like a bolt from the blue, this week’s leaked API documents about Google Search appear to have spilled some of the search giant’s most closely guarded secrets. [Ex-Googler Erfan Azimi is claiming responsibility](https://www.youtube.com/watch?v=AEb8_rbfFVw) for leaking Google API documents from Google’s Internal Content API Warehouse in March 2024 to GitHub—documents he subsequently shared with respected SEO stalwart Rand Fishkin, [who verified their authenticity and gave his take](https://sparktoro.com/blog/an-anonymous-source-shared-thousands-of-leaked-google-search-api-documents-with-me-everyone-in-seo-should-see-them/). Likewise, technical SEO expert Mike King reviewed thousands of pages of the leaked documents and [analyzed the potential impact on internal ranking features and signals. ](http://analyzed%20the%20potential%20impact%20on%20internal%20ranking%20features%20and%20signals.) At first, some were skeptical about the leaks, but they appear legitimate having been scrutinized by trusted figures across the SEO industry, including a number of Azimi’s fellow ex-Googlers. Then, late this Wednesday, Google responded with a statement of its own: > “We would caution against making inaccurate assumptions about Search based on out-of-context, outdated, or incomplete information. We’ve shared extensive information about how Search works and the types of factors that our systems weigh, while also working to protect the integrity of our results from manipulation.” ## What does Google’s API leak actually reveal? With 2,500 pages of API documentation containing information about more than 14,000 attributes, the leak describes features that nobody outside of Google even knew existed. Worryingly, there is plenty of data in this leak that contradicts many of Google’s public statements over the last 20 years. It appears, for example, that click-through rates do indeed affect ranking, that subdomains have their own rankings, and that domain age is a ranking factor—all of which SEOs have previously speculated about only for the search giant to deny them. This may well turn out to be one of the biggest stories in the history of SEO, and there are countless unanswered questions yet to be addressed. Google itself urges caution using this information, as do DAC’s SEO specialists, for a number of reasons: 1. The leak does not provide full-context details of Google’s algorithm system. 2. Features or factors mentioned in the leaked documents aren’t necessarily currently being used to rank search results. 3. We don’t know how much weight these various signals carry compared to other ranking factors. ![](/wpe-content/uploads/2024/05/Blog-articles-Banners-1-300x150.png) ## This changes everything in SEO… or does it? In short, the basics remain unchanged—for now—and the fundamentals of building authority remain relevant. Create great content that builds relationships, drives qualified traffic, and gives people a reason to share or cite. Generating search demand to build your brand’s online visibility is still the name of the game. There are, however, some hints and tips to be taken onboard. The revelation that Google uses click data in its ranking signals, for instance, means optimizing for user engagement should be balanced with the need for “helpful” content, with SEO and UX working in tandem rather than competing with one another. The leak won’t change the fact that [DAC’s SEO strategies are built on proven, fundamental SEO.](/services/search-engine-optimization/) Our experts will continue to stress the importance of making data-based decisions to create and distribute relevant, high-quality, “helpful” content that provides great on-site user experiences. ## The future of search is unwritten Google’s public perception has been taking hits for a couple of years now. Having faced complaints about the quality of its search results, the search giant seemingly lost the AI arms race after being caught flat-footed by ChatGPT (then botching its own SGE and Gemini launches). Since the announcement of AI Overviews at Google I/O, multiple examples of inappropriate AI answers have surfaced, including responses with hate speech and frankly dangerous health, medical, and financial advice. The rollout was so bad that users were trying to figure out how to opt out of AI Overviews within 24 hours. Before this leak, the most recent cherry on top of the controversy cake was Reddit content appearing prominently for potentially sensitive YMYL (your money, your life) queries. More than anything else, Google’s biggest problem is trust. Has the search giant finally lived long enough to become the villain? Will it meet the same fate as Harvey “Two-Face” Dent in The Dark Knight? Only time will tell. Until then, Google needs to be far more transparent and collaborative with website owners and the SEO industry. By building bridges and earning back trust over time, Google may undo some of the damage it inflicted on itself. Will Bing, Yahoo, and other search engines be able to take advantage and steal market share in the meantime? Watch this space… GET IN TOUCH --- https://www.dacgroup.com/insights/blog/analytics/data-driven-decision-making-how-ai-analytics-tools-improve-marketing-strategies.md --- title: "Data-driven decision making: How AI analytics tools improve marketing strategies" date: 2026-02-11 published: 2024-05-21 author: "Kuhan Puvanesasingham" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/05/3-1.jpg" categories: - name: "Proove Analytics" url: "/insights/blog/analytics.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/analytics/data-driven-decision-making-how-ai-analytics-tools-improve-marketing-strategies.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/analytics/comment-les-outils-danalyse-de-donnees-generes-par-lia-ameliorent-les-strategies-de-marketing.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/analytics/data-driven-decision-making-how-ai-analytics-tools-improve-marketing-strategies-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/analytics/comment-les-outils-danalyse-de-donnees-generes-par-lia-ameliorent-les-strategies-de-marketing.md" --- # Data-driven decision making: How AI analytics tools improve marketing strategies Imagine an analyst who never sleeps, rarely takes breaks, and tirelessly sifts through data sets and insights. This isn’t a mythical creature, nor is it your team’s data whiz loaded on espresso; it’s artificial intelligence. Already a staple in cutting-edge marketing departments, AI isn’t just transforming workflows—it has become an indispensable teammate that doesn’t replace analysts but empowers them, enhancing both their capabilities and the strategic outcomes of their teams. Ready to meet your next team member who’s powered by algorithms, not adrenaline? ## AI as a team member Think of AI as the enthusiastic new recruit to your analytics team. It doesn’t tire or complain, but it does require precise instructions and thorough data validation to ensure accuracy. When AI missteps by misinterpreting data or jumping to incorrect conclusions, it’s not a setback but an opportunity for growth. ![](/wpe-content/uploads/2024/05/2-300x150.png) These moments allow your team to refine the prompts and improve the algorithms—akin to training a new analyst. Each error AI makes is a chance to enhance its understanding and integration into the team. This ongoing training process transforms AI from a mere number-cruncher into a valuable player who not only fits but actively enhances your existing workflow. ## 6 skills enhancements through AI AI doesn’t only work hard; it serves as a dynamic facilitator that can reshape and equalize the distribution of skills within [analytics teams](/services/data-analytics/). Here’s how: ### 1. Lowering the technical barrier By automating routine data tasks such as cleaning and integration, AI reduces the most time-consuming technical demands often placed on analysts. This enables team members at all levels to engage more fully with complex, data-driven projects without the prerequisite of deep technical expertise. ### 2. Enhanced learning opportunities AI has the potential to be a continual teaching presence. Through user-friendly interfaces and guided analytics, it can actively contribute to on-the-job training. This real-time learning helps analysts at all levels sharpen their skills more rapidly and grasp advanced concepts without the steep learning curve traditionally involved. ### 3. Augmentation of existing skills For seasoned analysts, AI acts as a powerful assistant, taking on time-consuming tasks and freeing them to focus on high-level strategic analysis. This support boosts their productivity and allows them to mentor less experienced team members, enhancing the team’s overall capability. ### 4. Broadening analytical capabilities AI enables team members to extend their reach into new analytical domains like predictive modeling and sentiment analysis, thereby increasing their value and versatility within the team. ### 5. Cross-functional collaboration As AI simplifies data accessibility and interpretation, it promotes better collaboration across different departments, [enhancing project integration and outcomes](/blog/an-integrated-strategic-framework-for-marketing-in-the-ai-era/) . ### 6. Continuous skill development With the continual advancement of AI technologies, AI offers ongoing opportunities for all team members to update and refine their skills, ensuring the team stays innovative and competitive in a fast-evolving field. ## GPTs in analytics When dealing with analyzing numbers, for now, human insight remains irreplaceable, but having a GPT (generative pre-trained transformer) as a strategic advisor can significantly enhance your decision-making capabilities. These AI systems specialize in introducing advanced, data-driven methodologies that you may not have thought of, making AI an effective sounding board for some of your more farfetched theories. GPTs guide teams through the complexities of modern data analysis, suggesting innovative approaches like [predictive modeling and sentiment analysis](/blog/ai-in-customer-service-creating-positive-brand-experiences/), which expand the depth and scope of insights derived from data. ## Get ready for an AI-driven future AI’s advisory role is crucial in helping human analysts apply these methodologies effectively, ensuring strategies are perfectly aligned with business objectives. By serving as knowledgeable consultants, GPTs empower analytics teams to navigate data with greater precision and foresight, making substantial contributions to the overall [strategic output](/services/strategic-insights/) while affirming the indispensable role of human expertise in the analytics equation. Embracing AI, especially GPTs, in marketing analytics is like bringing on a super-smart, tireless intern analyst who is always ready to assist. GPTs serve not only as facilitators who help flatten skills gaps across the team but also as educators and strategic advisors. Their ability to introduce innovative methodologies and enhance decision-making transforms them into invaluable assets for any analytics team. As these AI technologies continue to evolve, their role in educating and advising will only deepen, ensuring that your team leverages every bit of data into a strategic advantage to help you stay ahead in the competitive world of digital marketing. In that sense, GPTs and DAC have a lot in common. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/tiktok-seo-how-to-make-sure-your-videos-show-up-in-search.md --- title: "TikTok SEO: How to make sure your videos show up in search" date: 2024-12-30 published: 2024-05-07 author: "Monica Saraga" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-articles-Banners_Tiktok.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/tiktok-seo-how-to-make-sure-your-videos-show-up-in-search.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/tiktok-seo-how-to-make-sure-your-videos-show-up-in-search-4.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/tiktok-seo-how-to-make-sure-your-videos-show-up-in-search-6.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/tiktok-seo-how-to-make-sure-your-videos-show-up-in-search-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/tiktok-seo-how-to-make-sure-your-videos-show-up-in-search-3.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/tiktok-seo-how-to-make-sure-your-videos-show-up-in-search-5.md" --- # TikTok SEO: How to make sure your videos show up in search In the world of social media, TikTok has emerged as one of the most engaging platforms. But with millions of users creating and sharing content daily, it has quickly become a significant challenge to stand out from the TikTok crowd. With the right approach, however, you can use conventional SEO techniques to boost the visibility of your TikTok videos in search results. Let’s explore some proven tactics to make your TikTok content more discoverable and increase your chances of reaching a wider audience using keywords, titles and descriptions, hashtags, engagement, sharing, and posting consistently. ## 1. Remember that keywords are, well, key Like traditional search engines, TikTok’s search algorithm relies heavily on keywords to deliver relevant results to users. To optimize your TikTok videos for search, conduct thorough keyword research to identify trending topics and popular search terms within your niche. Google’s [Keyword Planner](https://ads.google.com/home/tools/keyword-planner/) or [Semrush](https://www.semrush.com/) are great tools for keyword research. Incorporate these keywords into your video titles, captions, and hashtags to increase the likelihood of your content appearing in relevant searches. ## 2. Craft compelling titles and descriptions Attention-grabbing titles and descriptions are essential for both viewers and search algorithms. A well-crafted title that accurately reflects your video’s content will attract more clicks, which, in turn, signals to TikTok’s algorithm that your content is valuable. Take the opportunity to include relevant keywords in your video descriptions to further enhance their searchability. ## 3. Optimize your hashtags Hashtags are vital for discovery on TikTok, as users often search for specific content using relevant hashtags. Do some research to find trending and relevant hashtags related to your video’s content—the [TikTok discover page](https://www.tiktok.com/discover) is a great option for this—and include them in your posts. Strike a balance between popular hashtags with high competition and more niche-specific tags to increase your chances of appearing in various searches. ## 4. Engage with your audience TikTok’s algorithm rewards content that generates engagement and keeps viewers on their platform. Encourage interactions by responding to comments and engaging with your audience. More interactions signal TikTok that your video is valuable, which can improve its visibility in search and the [For You](https://www.tiktok.com/foryou) page. ## 5. Share on other platforms Promoting your TikTok videos on other social media platforms can help increase their reach and visibility. Cross-post your content on Instagram, Twitter/X, Facebook, and your own web properties to attract more viewers and engagement. Higher engagement rates on your TikTok videos will positively impact their search ranking on TikTok. ## 6. Collaborate with others Collaborating with other creators is a great way to expand your audience and increase the likelihood of your TikTok videos appearing in search results. Consider partnering with influencers or [micro influencers](/blog/what-does-the-rise-of-micro-influencers-tell-us-about-the-importance-of-local-marketing/) to create duets or joint videos. When you collaborate with established creators, their followers will likely discover your content, boosting engagement and search visibility. This is especially effective if you’re working to promote a specific product, service or deal. ## 7. Post consistently Consistency is key to building a strong presence on TikTok and improving your search rankings. Regularly uploading fresh content signals to TikTok’s algorithm that you are an active and engaged user. Aim to post at least once a day, but ensure your content is of high quality and aligns with your niche and audience’s interests. By understanding and implementing fundamental [SEO](/services/search-engine-optimization/) tactics like these, you can improve your chances of appearing in TikTok’s search results. From optimizing keywords to crafting captivating titles, using relevant hashtags, engaging with your audience, and collaborating with others, each step plays a crucial role in increasing your content’s visibility. Implement these tactics and watch your TikTok presence soar as you reach a broader audience and gain more recognition on this dynamic social media platform. Happy TikToking! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/attribution-reimagined-probabilistic-methods-in-privacy-first-marketing.md --- title: "Attribution reimagined: Probabilistic methods in privacy-first marketing" date: 2024-12-30 published: 2024-04-16 author: "Kuhan Puvanesasingham" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/hands.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/attribution-reimagined-probabilistic-methods-in-privacy-first-marketing.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/attribution-reimagined-probabilistic-methods-in-privacy-first-marketing-2.md" --- # Attribution reimagined: Probabilistic methods in privacy-first marketing As digital marketing undergoes a transformative shift away from its traditional reliance on deterministic data and third-party cookies, new opportunities to innovate are being revealed—particularly in the realm of attribution. The move towards a privacy-first approach, driven by tighter regulations and evolving consumer expectations, challenges us to rethink how we attribute success to our marketing efforts. This period of change isn’t just about adapting to new privacy norms; it represents a pivotal opportunity to innovate in how we measure, understand, and optimize marketing impact. By exploring privacy-focused, probabilistic methods and leveraging advanced technologies like Google’s Privacy Sandbox, we’re not only navigating a new era of digital marketing but also pioneering more sophisticated, ethical, and effective ways to achieve attribution. ## Current challenges in digital marketing The digital marketing world is rapidly changing due to strict privacy laws like GDPR in Europe and CCPA in the US, which limit how consumer data can be used. The [demise of third-party cookies](/blog/podcast-rewind-where-were-going-we-wont-need-cookies/), once a digital advertising staple, has shaken up the scene, with major browsers cutting them out. This shift forces marketers to look for new, privacy-friendly ways to engage their audience. The industry is now moving towards using first-party data and probabilistic approaches that respect user consent and anonymity, a big leap from previous cookie-reliant tactics. This evolution demands marketers to be more adaptable and educated, as they work with new tools and strive to deliver the personalized experiences consumers expect, all within a more regulated framework. ## The rise of media mix modeling (MMM) Media mix modeling (MMM), sometimes also referred to as marketing mix modeling, is a powerful analytical tool that quantifies the impact of various marketing strategies on sales. By analyzing historical data, MMM reveals how different advertising channels, like TV, digital, and print, contribute to sales, helping allocate marketing budgets more effectively. It identifies high-ROI channels, optimizing spending for better results. MMM is particularly valuable today as it respects user privacy, operating with aggregated data rather than personal details, making it ideal in privacy-conscious settings. It provides a comprehensive view, accounting for variables like market trends and competitive actions, enabling strategic decisions beyond immediate returns. At its core, [MMM uses data to inform smarter marketing choices](/blog/futureproofing-your-customer-journey-tracking/), reflecting the shift towards strategies that are both effective and privacy-compliant. It empowers businesses to navigate marketing complexities, ensuring investments are impactful and aligned with privacy norms. ## The practical applications of MMM Applying MMM in your business involves a structured approach to measure the impact of marketing channels on sales and other key business outcomes. 1. **Define goals:** Begin by setting clear objectives for using MMM, such as optimizing marketing budgets, enhancing ROI, or analyzing the effects of marketing on sales. 2. **Collect and prepare data:** Compile data on sales, marketing efforts (both digital and traditional), economic conditions, and other relevant factors, covering at least two years for comprehensive historical insights. 3. **Prepare your data:** Clean and format your data, fixing any issues with missing data or outliers, to make it suitable for analysis. 4. **Build and test your model:** Employ statistical methods like regression analysis to [create a model that elucidates the relationship between marketing activities and business results.](/blog/ai-for-data-navigating-the-digital-skies/) This step may require experts in statistics and possibly coding. 5. **Analyze and optimize:** With your model in place, examine the outcomes to determine the efficiency of different marketing channels, using these insights to reallocate budgets towards the most effective channels. 6. **Update regularly:** Market conditions and channel effectiveness fluctuate. Updating your MMM periodically with fresh data keeps your marketing strategy in tune with current trends. MMM’s applicability varies by company size. Startups might use MMM for crafting growth strategies using industry data and metamodeling. Small to medium businesses (SMBs) can leverage MMM to stretch marketing dollars further for growth, while large enterprises can refine their marketing strategies across multiple channels for optimal results. Implementing MMM requires a blend of marketing acumen and statistical analysis skills. For organizations lacking these capabilities internally, there are MMM software and platforms available that automate much of the data handling, modeling, and analysis process, making it more accessible. ## Google’s Privacy Sandbox initiative Google’s [Privacy Sandbox](https://developers.google.com/privacy-sandbox/overview) is a comprehensive response to growing privacy concerns, aiming to balance the need for personalization in advertising with the increasing demand for privacy on the web. Central to this initiative is the development of new technologies designed to phase out third-party cookies in Chrome by providing alternative methods for ad targeting and measurement that do not compromise user privacy. The initiative introduces several key technologies: - **Topics API:** This technology aims to deliver relevant ads to users by categorizing their browsing history into broad topics of interest, without the need for third-party cookies or identifiers that can track individuals across different websites. - **FLEDGE (First Locally-Executed Decision over Groups Experiment), now referred to as Protected Audience:** This facilitates remarketing to users by allowing advertisers to target ads based on users’ previous website visits, while keeping the data on the user’s browser to prevent personal information from being shared across sites. - **Attribution Reporting:** Provides data linking ad interactions (clicks or views) with conversions (such as purchases), without compromising user privacy. - **Private Aggregation and Shared Storage:** These technologies allow for the generation of aggregated data reports and provide a mechanism for websites to store ad-related data locally in Chrome, offering privacy-preserving access to this data. Additionally, the initiative includes **Fenced Frames** , which enable the secure embedding of content on a page without the risk of cross-site data sharing, addressing security and privacy concerns associated with traditional iframes. The Privacy Sandbox’s development has been marked by Google’s collaboration with the industry and regulatory bodies, such as the UK’s Competition and Markets Authority (CMA) and the Information Commissioner’s Office (ICO), to refine and test these technologies. This collaborative approach aims to ensure that the solutions developed meet both privacy and functional requirements for the web ecosystem. Despite these technical advancements, the transition to a model without third-party cookies has elicited mixed reactions from the industry. Some view these changes as a necessary evolution towards a more privacy-respecting web. Others, however, express concerns over Google’s growing control over web standards and the potential implications for competition in digital advertising. As the Privacy Sandbox technologies continue to evolve, it remains a focal point of discussion around the future of privacy, advertising, and the open web, reflecting a broader industry shift towards enhancing user privacy while maintaining the ad-supported internet ecosystem. ## Leveraging Google’s Privacy Sandbox for future-proof advertising For marketers, the practical application of Google’s Privacy Sandbox technologies means preparing for a future where personalization and privacy coexist, so it’s important to proactively engage with the new ecosystem rather than passively waiting for changes to occur. 1. **Get familiar with key technologies:** Focus on the Topics API, Trust Token API, and Privacy Budget API. These tools facilitate interest-based advertising, combat fraud, and limit personal data access without breaching user privacy. 2. **Strategize and allocate budget:** View third-party cookie deprecation as an opportunity. Align strategies with privacy advancements and dedicate resources to new technology trials. 3. **Use privacy-preserving APIs:** Explore APIs like Topics for targeted advertising and Attribution Reporting for ad effectiveness, emphasizing privacy. 4. **Test and collaborate:** Engage in testing and provide feedback. Collaboration shapes these technologies to better suit marketing needs. Google stresses the importance of collaboration for refining these tools, so early engagement can influence their development to better meet your needs. 5. **Innovate for a cookieless future:** Prioritize first-party data and machine learning to adapt to privacy-first advertising trends. 6. **Stay informed and be proactive:** Regularly update your knowledge of Privacy Sandbox initiatives through Google and industry news. Staying at the forefront of developments allows for agile adaptation to new advertising norms. ## Adapting to a post-cookie world The shift away from cookies to a new paradigm demands a radical rethink in data collection and use. The focus must be on transparently gathering first-party data, leveraging probabilistic targeting, and optimizing cross-channel strategies through MMM. In this evolving digital landscape, the imperative for marketers to innovate and adapt has never been more pressing. After all, embracing a privacy-centric, probabilistic approach is not merely a technical challenge; it’s a transformative journey. Marketers are tasked with staying ahead of the curve, continuously updating their knowledge on the latest tools and regulations, while championing ethical marketing. Leading the change doesn’t just mean keeping up with the times—it means redefining the standards. Fortunately, you don’t have to get there alone. Talk to the experts from[ DAC’s data analytics center of excellence, Proove Intelligence](/services/data-analytics/), and find out how we can prepare you to succeed in digital marketing’s next chapter. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/the-ai-powered-content-factory-how-to-generate-blog-posts-articles-and-social-updates.md --- title: "The AI-powered content factory: How to generate blog posts, articles, and social updates" date: 2024-12-30 published: 2024-03-12 author: "dwelsh" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-articles-Banners-3-1.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/the-ai-powered-content-factory-how-to-generate-blog-posts-articles-and-social-updates.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/une-fabrique-a-contenu-alimentee-par-lia-comment-generer-des-articles-de-blog-et-des-posts-sur-les-reseaux-sociaux-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/die-ki-gestuetzte-content-fabrik-wie-man-blogposts-artikel-und-updates-fuer-soziale-netzwerke-erstellt.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/the-ai-powered-content-factory-how-to-generate-blog-posts-articles-and-social-updates-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/une-fabrique-a-contenu-alimentee-par-lia-comment-generer-des-articles-de-blog-et-des-posts-sur-les-reseaux-sociaux.md" --- # The AI-powered content factory: How to generate blog posts, articles, and social updates AI is revolutionizing content creation, making it faster and easier to produce blog posts, articles, and social updates. But the real magic happens when you combine AI’s efficiency with human creativity, creating a purpose-built factory to quickly generate high-quality content. In this post, we’ll run through the basics of setting up your own AI-powered content production line. We’ll cover how to choose the right AI tools, integrate human expertise, and set up the right processes to generate compelling, on-brand content that resonates with your audience each and every time. But first, a little context. ## AI’s evolving role in content creation From simple grammar corrections to the latest generative models, AI has continuously evolved to offer more sophisticated tools for creators. The most significant leap forward came with the development of natural language processing (NLP), which enabled AI to not only understand but also generate human-like text. Tools like ChatGPT and DAC’s own Guardrail have since emerged, and are now capable of writing blog posts, articles, and social media updates that closely match the style and tone of human writers. As we explore and define AI’s role in content creation, it becomes clear that the goal isn’t to replace human creativity but to enhance it. AI tools can be trained to analyze data, generate ideas, create initial drafts, optimize for different platforms, and more—but human insight remains crucial to finesse this output, infuse it with originality, and ensure it meets the strategic objectives. This blend of AI automation and human oversight can make content creation significantly more efficient without ever compromising on quality. ![](/wpe-content/uploads/2024/03/Blog-articles-Banners-2-300x150.png) ## Building your content factory It takes more than subscribing to a few AI tools to build an effective content factory. Instead, think of it as a strategic process that involves various stakeholders, subject matter experts, and AI tools working in unison. 1. **Initial setup:** Begin by identifying your content creation goals and the AI tools that best align with these objectives. Whether you want to automate audience insights, performance reporting, content generation, or any combination thereof, selecting the right AI tools is crucial for your content factory’s success. 2. **Tool integration:** Engage with your development team (or a dev studio like DAC’s) to seamlessly integrate your chosen AI tools with your existing content management systems and workflows, ensuring a smooth content creation process from ideation to publication. Tools with API access or plugins for your CMS are particularly valuable for easy integration. 3. **Understand your tools:** Familiarize yourself with the capabilities and limitations of each AI tool, and explore how different tools can complement each other. For example, you can use a content-generation tool to write initial drafts, apply Grammarly to fine-tune grammar and style, then use an AI-powered SEO tool to help optimize your content for search engines by suggesting relevant keywords. Alternatively, you can make things even easier by doing it all in one place with Guardrail… 4. **Training and configuration:** Next, it’s time to teach your AI tools how to match your brand’s voice and content standards. This step might involve training AI models on specific content examples of brand alignment or uploading branding materials for reference. It may also include prompt engineering, which involves crafting clear-yet-detailed prompts that guide AI to generate more accurate and relevant content. By experimenting with different prompts, you can discover which ones lead to the best outcomes for your specific needs. 5. **Human-AI collaboration:** Design a workflow that leverages AI for the heavy lifting of content generation, allowing human creativity to shine in the final edits. This collaboration ensures the content not only resonates with your audience but also retains the unique essence of your brand. 6. **Performance monitoring and optimization:** Regularly review the performance of your AI-generated content. Use insights from engagement metrics and user feedback to tweak your AI settings and workflow, ensuring your content factory remains productive and aligned with your strategic goals. ## Harnessing AI for specific formats Once you have trained your AI model with the high-level insights it needs—branding guidelines, audience profiles, campaign objectives—you’re ready to generate content specific to each format. Here’s how you can leverage AI in subtly different ways to create the most effective blog posts, articles, and social media updates: ### Blog posts AI tools can assist at every step, from generating topic ideas to outlining content structures and drafting initial versions. Begin by feeding the AI tool a brief description of your topic or the questions you aim to answer. This is where prompt engineering becomes crucial: the more specific your prompts, the more tailored the AI’s output will be. For instance, instead of simply asking for “blog post ideas on digital marketing,” specify “blog post ideas on leveraging social media analytics for small businesses.” ### Articles When creating more in-depth articles, AI can help conduct preliminary research and summarize findings on specific subjects. This not only saves time but can also provide a broad range of insights that might have been overlooked. After using AI to gather information and outline your article, use your expertise to add depth, critique, and personal insights to the piece. The human touch is indispensable for connecting with readers on a deeper level—especially in long-form content—providing them with unique perspectives that AI alone cannot offer. ### Social media updates AI is particularly useful for generating a wide variety of social media content. By analyzing past engagement data and trends, AI tools can suggest content types and optimal posting times, and even predict engagement outcomes. Use AI to craft initial draft posts, appropriate hashtags, and responses to common queries. And make sure to build in a little time to add the human touch—the humor, empathy, and spontaneity—that makes your brand relatable. In all these cases, integrating tools like DAC’s Guardrail ensures that the AI-generated content remains on-brand, while expert oversight guarantees that the final output is polished, personalized, and genuinely engaging. ## Next step: Laying the foundations The journey towards creating compelling, relevant, and engaging content is both exciting and complex, especially as AI continues to evolve. That’s why it’s vital to find a partner that understands both the technology and the art of content creation; a partner that offers leading expertise, innovative in-house platforms, and a deep understanding of how to harmonize AI with human creativity to create brand magic. Get in touch with us to find out how we can seamlessly integrate AI into your content creation processes, blend the best of technology with the creative spark that defines your brand, and unlock the full potential of your content strategy. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/sge-dont-believe-everything-you-read-about-ai-and-seo.md --- title: "SGE: Don’t believe everything you read about AI and SEO" date: 2024-12-30 published: 2024-03-11 author: "Oliver Tani" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-articles-Banners-1-1-1.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/sge-dont-believe-everything-you-read-about-ai-and-seo.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/sge-ne-croyez-pas-tout-ce-que-vous-lisez-sur-lia-et-le-seo-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/sge-glauben-sie-nicht-alles-was-sie-ueber-ki-und-seo-hoeren.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/sge-dont-believe-everything-you-read-about-ai-and-seo-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/sge-ne-croyez-pas-tout-ce-que-vous-lisez-sur-lia-et-le-seo.md" --- # SGE: Don’t believe everything you read about AI and SEO With the recent rollout of Google’s Search Experience Update (SGE), there has been plenty of speculation about its potential impacts on website traffic and, subsequently, SEO strategies. It’s important to note that Google has been [leveraging various forms of AI](/blog/digital-marketing-2020-is-your-seo-strategy-ready-for-these-4-milestones/) to generate search results for quite some time now, and the SGE represents a natural evolution of these efforts. In this conversation, there has been no shortage of alarmist views, including those emphasizing drastic traffic recovery tactics. However, a closer examination suggests a need for a paradigm shift in our approach to SEO, one that aligns more closely with the evolving digital landscape and Google’s underlying objectives. In this post, we’ll offer a more nuanced perspective on Google SGE, advocating for a strategic pivot towards user-centric optimization, data adaptability, and proactive content enhancement. ## Embracing Google’s intent for user-centric SERPs Google’s primary ongoing mission is to enhance user experience by delivering relevant, accessible, and immediate answers to queries. The introduction of SGE is a natural continuation of this plan, aiming to provide users with a more intuitive and efficient way to find the information they seek. Although it’s understandable why so many people perceive these updates as hurdles, at DAC we would instead suggest that SEO strategies should be reorientated to embrace these changes. The essence of this approach is that brands should not attempt to subvert or contend with Google’s algorithms but align with them in order to serve the end user better. By focusing on the quality of content and its ability to fulfill user queries directly, websites can pivot towards being valuable resources that naturally perform well under Google’s updates—even if the subsequent traffic fails to meet expectations. ![](/wpe-content/uploads/2024/03/iStock-1553128714-300x200.jpg) ## Adapting analytics and reporting for a new SEO landscape The metrics by which we measure SEO success are also undergoing a transformation. Traditional markers of performance, which tend to rely heavily on organic traffic volume and keyword rankings, are becoming less accurate indicators of true success in a landscape where users can often find their answers within SERPs without having to click through to a website. This shift requires a fresh approach to the ways we interpret data and gauge performance. In short, more nuanced metrics that reflect engagement, content relevance, and user satisfaction will become the norm. SEO professionals and marketers must stay ahead of these analytical shifts, ensuring that they can provide insightful, actionable data that aligns with the new paradigms of search visibility and user behavior. ## Anticipating change and cultivating quality content The evolution of Google’s search algorithms, including the shift towards SGE, should not catch us off-guard. Anticipating change and preparing for it has always been a cornerstone of every effective SEO strategy. The focus must remain on understanding and addressing user intent through high-quality, relevant content. This approach can effectively rise above algorithm updates by placing the user’s needs at the forefront of SEO efforts. Prioritizing content that genuinely serves the user’s search intent ensures a high degree of resilience against the constant change of search engine updates. ## A forward-looking SEO strategy The dialogue around Google SGE has unveiled a wide spectrum of reactions, from speculative handwringing to strategic reassessment. For our money, SEO strategies should move away from reactionary tactics and towards a more holistic, user-centric philosophy. This means embracing Google’s enhancements, adapting analytical frameworks to capture the most meaningful engagement metrics, and focusing on the creation of content that addresses user intent with clarity and depth. By aligning with these principles, SEO practitioners can view SGE not as an obstacle but as an opportunity to refine and elevate their strategies in the digital age. At the end of the day, the evolution of SEO in the age of Google SGE is a great opportunity to recalibrate our approaches and focus more on the quality of the journey rather than merely the destination. It’s a call to elevate almost every aspect of our SEO practices, ensuring they are robust, adaptable, and—above all—centered around the user experience. If you need a little support navigating these changes or simply want to optimize your SEO strategy to align with Google’s latest updates, we’re ready to help. Let’s talk! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/6-ways-to-supercharge-your-insights-with-multi-touch-attribution.md --- title: "6 ways to supercharge your insights with multi-touch attribution " date: 2026-02-10 published: 2024-03-05 author: "Bill Franklin" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/03/Blog-articles-Banners-1-3.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/6-ways-to-supercharge-your-insights-with-multi-touch-attribution.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/6-wege-um-ihre-insights-mittels-multi-touch-attribution-zu-verbessern.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/6-ways-to-supercharge-your-insights-with-multi-touch-attribution-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/6-facons-dameliorer-vos-connaissances-grace-a-lattribution-multi-touch.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/6-formas-de-mejorar-los-conocimientos-sobre-la-atribucion-multicontacto.md" --- # 6 ways to supercharge your insights with multi-touch attribution  In the world of digital marketing, you have to understand the entire customer journey in order to make informed strategic and resourcing decisions. But, as any SEO practitioner will tell you, it can be exceedingly difficult to gauge the impact of any one digital tactic, never mind a complex web of non-linear user touch points. So, where to begin? Traditionally, marketers have looked to first-touch and last-touch attribution models to optimize their campaigns for maximum impact. Each approach has its benefits, as we’ll see, but when you layer them together you create something far greater than the sum of its parts: multi-touch attribution. In this article, you will learn how first-touch and last-touch attribution can be deployed together to reveal the contributions of each channel—including organic search—and transform your understanding of the customer journey, from the initial spark of awareness to the decisive moment of conversion. ## The Importance of Understanding the Customer Journey and Touch Points Within The customer journey outlines the various stages a customer goes through while interacting with a product, service, or brand. It begins with the customer’s initial awareness or discovery of the offering and extends through the entire lifecycle of their relationship with the business. This journey typically consists of four key phases: - **THINKING:** At this stage, customers become aware of a product or service through marketing efforts, word of mouth, or other channels. It marks the beginning of their journey. - **PLANNING:** Once aware, customers actively explore and compare different options. They seek information, read reviews, and evaluate the value proposition of the offering. - **DOING:** The customer converts. This is a critical point in the journey, but it doesn’t mark the end; rather, it transitions into the feeling phase. - **FEELING:** A positive post-conversion experience can lead to customer retention and loyalty. Businesses often implement strategies such as loyalty programs, personalized communication, and ongoing support to nurture long-term relationships. Satisfied customers may become advocates, spreading positive word of mouth, and recommending the product or service to others. This can significantly impact the Thinking and Planning phases for new potential customers. ![](/wpe-content/uploads/2024/03/Picture1-300x52.png) Evaluation of touch points involves collecting and analyzing data. Data-driven insights empower marketers to make informed decisions, prioritize improvements based on actual customer behavior, and allocate resources efficiently. However, using a single attribution model will only tell part of the story. Full customer journey analysis will require the use of multi-touch attribution. There are many forms of multi-touch attribution used in marketing. For today’s purposes, we will look at the value of combining first-touch and last-touch attribution models to gain additional understanding of the value of each touch point across the customer journey. ## First-Touch Attribution: Capturing Initial Engagement First-touch attribution places emphasis on the very first interaction a user has with your brand. This initial touch point can occur on various channels, such as social media, organic search, or via referral links. Although it’s a long way removed from the final conversion, there are some key benefits to incorporating first-touch attribution into your digital marketing strategy: 1. **Understanding awareness:** First-touch attribution allows marketers to gauge the effectiveness of their top-of-funnel marketing efforts. By identifying the channels that attract users initially, brands can optimize their awareness-building strategies to better “feed the funnel”. 2. **Budget allocation:** Knowing which channels are responsible for the first interaction can help you allocate marketing budgets more efficiently. By investing in the channels that drive initial engagement, marketers can optimize their spending and improve ROI. 3. **Tailoring content:** Analyzing the first touch point provides insights into the type of content that resonates with the audience. Marketers can then tailor their content strategies to create more engaging and relevant material for their target audiences. ## Last-Touch Attribution: Closing the Conversion Loop On the flip side, last-touch attribution identifies only the final interaction before a conversion event. Though it’s a relatively one-dimensional metric, last-touch attribution offers various benefits: 1. **Conversion optimization:** By focusing on the last touch point, marketers can identify the specific channels or campaigns that directly contribute to conversions. This information is crucial for refining strategies and optimizing campaigns for higher conversion rates. 2. **Efficient resource allocation:** Just as with first-touch attribution, understanding the last touch point can help you allocate resources more effectively. Marketers can invest more in the channels or campaigns that have a direct impact on closing deals and generating revenue. 3. **Campaign effectiveness:** Last-touch attribution provides a clear picture of which marketing effort is directly responsible for driving users to take the desired action. This insight is invaluable for measuring the success of specific campaigns and making data-driven decisions. ## Best of Both Worlds: Layering First- and Last-Touch for Holistic Insights While each attribution model offers unique insights, combining first-touch and last-touch attribution provides a much more detailed and nuanced view of the customer journey. The result, multi-touch attribution, allows marketers to understand the entire conversion path and make informed decisions at every stage. In other words, multi-touch attribution will supercharge your insights in various different ways. These are six of the most common. 1. ### Analyzing How Users are Exposed to Your Site When using first-touch attribution, clicks are counted based on the first channel that drove a user to the site. Using this methodology empowers marketers to better understand the value of each channel in generating initial site exposure. When using a typical last-touch attribution model, clicks are counted only for the last channel a user engaged with. This can often over-value contributions from channels that are heavily skewed towards the end of the conversion funnel. Adopting multi-touch attribution blends the first-touch and last-touch perspectives, distributing credit across the customer’s journey. This approach provides a more detailed view of each channel’s role, from initial interest to final conversion, and mitigates the risk of over-valuing the last interaction or under-valuing the first. ![](/wpe-content/uploads/2024/03/Capture-decran-2024-03-04-162052-1-300x183.jpg) 2. ### Assessing the Likelihood of a Session Converting In typical last-touch attribution, conversion rates are based on the channel a user last interacted with. This will tend to value late-journey channels and tactics while ignoring the impact of early-journey efforts. By also analyzing first-touch conversion rates, marketers can better understand the value of early-journey marketing tactics and channels. ![](/wpe-content/uploads/2024/03/Picture2-300x161.png) 3. ### Determining the Impact of Your First Entry Point on Last-touch Conversion Rates In this analysis, we look at the impact of early-journey marketing on last-touch conversion rates. To do so, we compare the typical channel conversion rate to that of when organic search was the first entry point. This allows us to measure the value of deploying early-journey tactics and evaluate how they impact late-journey performance. In this particular instance, we found that almost every channel had a higher conversion rate when organic search was the first entry point: ![](/wpe-content/uploads/2024/03/Picture3-300x101.png) 4. ### Determining the Impact of Your First Entry Point on Last-Touch Average Order Values Like analyzing the impact of the first-touch channel on conversion rates, analysis can be conducted to determine the impact of a user’s first entry point on their later order value. In this instance, we found that when organic search was the first touch point, almost all last-touch channels saw an increase in average order value. ![](/wpe-content/uploads/2024/03/Picture4-300x123.png) 5. ### Evaluating the Contribution of Early-Journey Marketing on Other Channel Revenue By comparing revenue attribution across first-touch and last-touch, marketers can better understand how much generated revenue is attributed to another channel. This is particularly useful in understanding the role of each channel when guiding users throughout the conversion journey. In the below example, DAC discovered that 38% of revenue driven by first-touch organic search was later attributed to other channels: ![](/wpe-content/uploads/2024/03/Picture5-300x105.png) 6. ### Measuring the Impact of Early-Journey Content (Blog) Oftentimes, early-journey research and informational content is under-valued when measured via last-touch attribution. This type of content tends to have fewer immediate conversions. As such, measuring via last-touch will attribute downstream conversions to the final channel. When viewed on a longer timeline, we found that blog visitors tend to return to the site within five weeks to make purchases. Using last-touch attribution alone, this trend would not have been identified. ![](/wpe-content/uploads/2024/03/Picture6-300x113.png) Beyond analyzing whether or not blog users convert, we can also look at the impact on conversions. In analyzing, we found that users who visit the blog convert at a higher rate, have higher page views per visit, and a much lower bounce rate. ![](/wpe-content/uploads/2024/03/Capture-decran-2024-03-04-165128-300x142.jpg) In the ever-evolving landscape of digital marketing, understanding how customers interact with your brand is essential for success. First-touch and Last-touch attribution models offer distinct advantages, from optimizing awareness-building strategies to refining conversion-focused campaigns. By leveraging the insights provided by these attribution models and layering them together, marketers can create more effective and targeted campaigns, ultimately driving better results and maximizing return on investment. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/ai-in-customer-service-creating-positive-brand-experiences.md --- title: "AI in customer service: Creating positive brand experiences" date: 2024-12-30 published: 2024-03-04 author: "Victoria Del Tejo" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-articles-Banners-7.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/ai-in-customer-service-creating-positive-brand-experiences.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/lia-au-service-des-clients-creer-des-experiences-de-marque-positives-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/ki-im-kundenservice-positive-erfahrungen-mit-marken-schaffen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/ai-in-customer-service-creating-positive-brand-experiences-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/lia-au-service-des-clients-creer-des-experiences-de-marque-positives.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/utilizar-la-ia-para-crear-una-experiencia-de-marca-positiva.md" --- # AI in customer service: Creating positive brand experiences In today’s digital age, customer reviews on platforms like Google and Facebook play a critical role in businesses’ reputation and success. These are two of the most influential platforms where customers share their experiences. In fact, 82% of consumers check Google reviews before making a purchase. Leveraging artificial intelligence (AI) to manage brand reputation on these channels has become a game-changer for those who already know that it’s not just about getting positive reviews but responding appropriately—and efficiently—to negative interactions. In this post, we will learn how [integrating AI into your reputation strategy](/blog/ai-for-reviews-the-power-of-ai-in-reputation-management/) can stimulate engagement with your customers and cultivate a solid and trustworthy image to boost the success of your brand. ## AI at the service of the customer AI burst onto the business landscape as a powerful tool to elevate customer experience and optimize operational processes. But what does that mean, exactly? In simple terms, AI in customer service refers to the use of intelligent technologies, such as machine learning and natural language processing, to: - **Streamline responses:** AI can suggest immediate, accurate responses to customer queries, even the most complex ones. - **Reduce costs:** AI does not replace people, but rather frees them from repetitive tasks so that they can focus on tasks of greater strategic value for their organization. - **Obtain business-relevant insights:** AI can process customer feedback to identify trends, areas for improvement, and weaknesses, allowing businesses to make more informed decisions. - **Personalize interactions:** AI can create personalized experiences for each customer, tailoring responses, recommendations, and offers to their specific needs and interests. The applications of AI in this context are diverse: - **Tips for responding to reviews:** AI can help you respond to Google and Facebook reviews efficiently and professionally, for both positive and negative comments. - **Reformulation of common responses:** AI offers you different ways to express the same idea, avoiding repetition and improving fluency in communication. - **Answering frequently asked questions:** AI can help you create a database of frequently asked questions with automatic answers. - **Sentiment analysis:** You can analyze the tone and emotion of customer interactions to identify potential problems or areas for improvement. - **Automatic response adaptation:** The most advanced AI systems analyze customer sentiments and automatically adapt responses to offer a more personalized experience. ## How do we harness this potential at DAC? Our Local Presence Management tool, [TransparenSEE](/local-marketing-platforms/transparensee/) , already features an integrated, AI-powered review response assistant. Through this exclusive technology, we can instantly suggest responses to customer reviews and queries. This feature can be automated to thank customers for positive reviews, address concerns mentioned in negative reviews, and provide immediate assistance or escalate issues if necessary. This immediacy shows customers that their opinion is valued and their concerns considered, which translates into a better overall perception of the brand both for them and for those in the consideration phase. Our tool also uses AI to analyze the tone and emotion behind customer reviews on Google and Facebook. Understanding subtleties like these helps companies adapt their responses more effectively. What’s more, our AI uses predictive analytics to anticipate customer needs or problems before they escalate. By analyzing patterns in reviews and comments, we can help companies proactively address their areas of concern, improve their offering, personalize customer interactions, and make better decisions about their product, service, brand, or customer management strategies. ## AI still has a long way to go Integrating AI into [reputation management](/services/reputation-management/) offers businesses a powerful way to improve customer satisfaction, streamline processes, and improve their overall reputation. By improving the rate and quality of responses, analyzing sentiment, and personalizing interactions, brands can engage with their customers more effectively and even proactively address their needs. Yet the landscape of AI in customer service is constantly evolving, with new technologies and methodologies emerging at a rapid rate. As AI develops, its role as a customer service agent will become essential for businesses looking to thrive in both physical and digital markets. For brands committed to their reputation strategy, it is crucial to remain agile and open to this evolution. This is where DAC helps brands stay ahead. By staying on top of industry trends, experimenting with new technologies, and being willing to take a fresh approach to customer feedback and perception, we help our clients leverage AI not only as an automation tool but as a reputation management ally. Want to supercharge your Facebook and Google reviews, and lay the foundations for a futureproofed reputation management strategy? Then it’s time to talk to the experts. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/valentines-day-insights-that-every-marketer-should-know.md --- title: "Valentine’s Day insights that every marketer should know" date: 2024-12-30 published: 2024-02-14 author: "Beryl Grannec" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-articles-Banners-2.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/valentines-day-insights-that-every-marketer-should-know.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/valentines-day-insights-that-every-marketer-should-know-4.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/valentines-day-insights-that-every-marketer-should-know-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/valentines-day-insights-that-every-marketer-should-know-3.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/valentines-day-insights-that-every-marketer-should-know-5.md" --- # Valentine’s Day insights that every marketer should know Love is in the air as Valentine’s Day approaches, but it’s not all about romance—it’s also a great opportunity for businesses to connect with consumers and drive sales. So, as we approach this amorous day, it’s essential to understand the intricacies of consumer spending habits and preferences. That’s why we’ve compiled a love letter of compelling Valentine’s Day data to help you understand consumer behavior during this key moment of the year. ## 1. Consumer spending habits **$185.81** According to the [National Retail Federation](https://nrf.com/research-insights/holiday-data-and-trends/valentines-day), U.S. consumers will spend an average of $185.81 on Valentine’s Day gifts in 2024. This significant per-person spend highlights a substantial market opportunity. **$25.8 billion** That’s the total amount expected to be spent in the U.S. for Valentine’s Day 2024. **53%** More than half of all Americans intend to celebrate Valentine’s Day, presenting a lucrative landscape for marketers to explore. **$45.75** Consumers spent an average of $45.75 on Valentine’s Day jewelry in 2022, marking it as the category with the highest expenditure, according to the NRF. Next in line was evenings out, with an average spend of $31.35, emphasizing the value placed on experiences. More modest spending was observed for gift cards and flowers, at $17.22 and $16.71 respectively, reflecting their role as thoughtful yet affordable options. The smallest average spend was on candy, at $15.90, highlighting its status as a traditional and economical gesture of affection. This distribution underscores a consumer trend towards balancing significant and sentimental gifts. **87%** It’s estimated that 87% of all U.S. consumers planned to shop for Valentine’s Day in 2023, marking the highest participation rate among the countries we compared. Spain (71%), Germany (64%), and both the UK and France (63%) rounded out the top five. Back in 2021, the UK led per-person spending with an average of €96 on gifts, above the U.S. (€87), Germany (€71), Spain (€67), and Canada (€55), showcasing diverse spending habits. This highlights significant cultural and economic influences on Valentine’s Day celebrations and expenditures across these nations, reflecting a global but varied engagement with this holiday. **57%** More than half of consumers plan to gift candy, making it the most popular gifting category. Greeting cards (40%) and flowers (39%) follow closely behind, reflecting timeless expressions of affection. However, while the popularity of most gift categories decreases with age, greeting cards see a rise in preference among older demographics. ## 2. Demographics and relationship statuses **35-44 year olds** This age group planned on spending the most for Valentine’s Day in 2022, with an average spend of $280. This average spend increases with age until the 35-44 year-old age bracket, while 18-24-year-olds planned $170. However, a steep decline was observed in the older age brackets, as those aged 65+ intended to spend an average of $87 for the holiday. This pattern reflects a combination of increased financial stability but also the value placed on celebrating the holiday among those in the 35-44 age group, who contrasted with a more conservative approach to spending among older demographics. **57%** More than half of Valentine’s Day shoppers favored in-store purchases in 2023, highlighting a preference for physical retail experiences, while 23% opted for a hybrid approach that combined online and in-store shopping. This indicates a consumer preference for the tactile and immediate shopping experience offered by physical stores for holiday purchases. ## 3. Changing trends **43%** In 2023, 43% of consumers responded to inflation by choosing lower-cost Valentine’s Day gifts, highlighting the direct impact of rising prices on consumer spending habits. **21%** Just over a fifth of consumers adjusted their celebration plans due to financial concerns, preferring to dine at home rather than spending on a restaurant meal, indicating a significant shift in how special occasions are celebrated amid economic challenges. **33%** A third of consumers plan to shop at department stores for Valentine’s Day in 2024, while 31% favor discount stores, highlighting the continued popularity of traditional brick-and-mortar locations for holiday gift buying. This preference suggests that shoppers value the variety and deals these stores offer, maintaining their relevance in the retail landscape. **4%** Only 4% of consumers claim that inflation has not impacted their Valentine’s Day shopping behavior at all. **29%** Finally, 29% of American consumers plan on marking the occasion despite not celebrating Valentine’s Day. The most popular way to mark the occasion without celebrating is to treat oneself to something special, with 15% planning on doing so, followed by 11% who plan on getting together with other single friends and family members. Valentine’s Day is a strategic goldmine for marketers, as it represents a crucial time to boost sales, with over $25.8 billion expected to be spent in 2024 in the US alone. This period demands creativity and adaptation, urging businesses to think beyond conventional campaigns. It’s a call to action for brands to weave their narratives into the fabric of Valentine’s Day celebrations, crafting experiences that resonate on a personal level. These insights underscore the evolving landscape of consumer expectations and spending habits, highlighting the necessity for marketers to be agile and responsive. In embracing this day, marketers have the opportunity to not only capitalize on immediate sales but also to build lasting relationships with their audiences. Valentine’s Day is not just another date on the calendar; it’s a strategic moment to engage, inspire, and leave a lasting impression on consumers’ hearts. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/paid-media/creative-that-performs-influencer-and-user-generated-content-in-paid-social.md --- title: "Creative that performs: Influencer and user-generated content in paid social" date: 2024-12-30 published: 2024-02-13 author: "Victoria Khinevich" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-articles-Banners-1-2.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/creative-that-performs-influencer-and-user-generated-content-in-paid-social.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/ameliorer-la-performance-de-ses-campagnes-sociales-payantes-en-ayant-recours-aux-influenceurs-et-au-contenu-genere-par-les-utilisateurs-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/werbung-die-wirkung-zeigt-influencer-und-nutzergenerierte-inhalte-in-bezahlten-sozialen-netzwerken.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/ameliorer-la-performance-de-ses-campagnes-sociales-payantes-en-ayant-recours-aux-influenceurs-et-au-contenu-genere-par-les-utilisateurs.md" --- # Creative that performs: Influencer and user-generated content in paid social Influencer partnerships and user-generated content (UGC) are potent tools in the brand arsenal, especially in efforts to generate awareness, promote trust, and drive consideration. Many brands leverage influencers in their mix, while others go even further and whitelist their content to be used in paid media. Boosting influencer creative is beneficial for brands for a few reasons: - Expanding the reach of personal endorsement beyond the creator’s audience. - Adding a more authentic, trusting, and engaging voice to brand advertising. - Increasing the credibility of the brand’s messaging across its audiences. - Providing more ways to evaluate the impact of the partnership by tracking site actions and sales generated by boosted content. In addition, well-performing influencer creative can boost campaign efficiency and drive more engagement and meaningful actions within the same campaign budget. But as brands increasingly work on boosting influencer content, a few important questions arise: - Which influencers should brands whitelist? - Are macro influencers likely to do better than [micro influencers](/blog/what-does-the-rise-of-micro-influencers-tell-us-about-the-importance-of-local-marketing/) in paid campaigns? - Should the same creator partners be engaged across multiple platforms, or do they need to be platform-specific? - How can brands acquire UGC and ensure it has the same impact as influencer content? To shed some light on these topics, let’s take a closer look at influencer and UGC content performance in paid social, starting with some key definitions. **Influencer Content:** Social media posts/reels/stories produced by an influencer and posted to the influencer’s channels. This content can then be boosted by the brand in the paid social campaigns. **UGC, or user-generated content:** The same style of content as influencers, but the creator does not post it to their account and instead delivers it to the brand. The brand posts the content from its accounts or uses it in ads. Influencers are defined into tiers by follower count: - Nano: 1,000 to 10,000 followers - Micro: 10,001 to 100,000 followers - Mid-Tier: 100,001 to 500,000 followers - Macro: 500,001 to 1,000,000 followers - Mega: 1,000,001+ followers ## Determining the right content to boost With varying performance in boosted content and additional costs associated with acquiring the content, marketers naturally wonder if there is a foolproof approach to the selection process. However, as it usually is with marketing, the right approach is to test and learn. The success of influencer creative for wider audiences (in other words, in ad campaigns) does not correlate with the size of the influencer’s own audience. Boosting Mega-tier influencer content is not a guarantee of success, and smaller influencers available for whitelisting at lower budgets can perform well in paid social campaigns. In whitelisting, the “fit” between the influencer, their content, and the brand is hugely important and can have a significant impact on awareness, consideration, and sales across wider audiences. ![](/wpe-content/uploads/2024/02/Picture1-300x180.png) A few recommendations on picking well-suited influencers for paid campaigns: - Determine the available budget for influencer engagement and the following paid campaign. Make sure the paid campaign budget is sufficient for your goals. - Choose influencers based on their content and follower audience; the more relevant to the brand/product/audience the content is, the more authentic it will feel. - Review recent partnerships and endorsements to avoid competitor overlap. - Evaluate how much the creator’s values, style, and tone of voice align with your brand positioning. - Consider A/B testing different influencers or boosted content against your own brand ads to get a better measurement of success. ## Can the same creator content be used across all social platforms? When it comes to brand ads, it is standard practice to develop creative specifically for the platform where it is going to run. This ensures that formats, designs, and CTAs are optimized for the environment in which they will be seen. In general, advertisers don’t need to worry about the technical side of things since the creators themselves will post their content to the platform. Even if they are posting the content to multiple social platforms, it will necessarily adhere to the requirements of each. If the influencer maintains a presence on multiple social platforms, should you whitelist all of their content? Or is it better to work with unique sets of influencers on a platform-by-platform basis? There is no single perfect recipe for this. We have seen campaigns where an influencer’s content is the top performer on one platform but underperforms on another. Remember, too, that an audience’s preferences and behavior can vary by platform. While they engage with content on one social network, the same content might be less appealing on another. ![](/wpe-content/uploads/2024/02/Picture2-300x135.jpg) The solution is testing and learning. Expanding the range of platforms for which the content is whitelisted from your top influencers is a way to start. However, identical performance should not be expected, and you should have more options in the testing pipeline whenever possible. ## Embrace the TikTok revolution TikTok transformed the influencer world by changing not only the type of content that gains popularity but the means of that content gaining popularity. Follower counts have become less important in gaining exposure to audiences and a new wave of influencers has emerged. In this new environment, brands can still go the traditional route of influencer partnership and content boosting, or they can capitalize on the “everyone can be an influencer” mentality and acquire quality UGC at a lower cost. At this point, TikTok’s creative solutions—**TTCC** and **TTCX**—enter the chat. ### TikTok Creative Challenge (TTCC) - Allows brands to tap into a wider network of TikTok creators by posting a challenge (detailed brief) and getting submissions from various creators. - TTCC program now offers two tiers: self-serve and premium. - The **self-serve tier** has the lowest budget requirements, but also limits the advertiser in the number of assets they can receive and uses automated creator matching based on defined parameters (i.e. advertisers cannot pick talent). Creative must be used in paid campaigns within 7 days of receiving it. - The **premium tier** has a significantly higher spend commitment but offers support from TikTok reps in the creator selection process and flexibility on the campaign timeline. This tier does not require the use of every creative received and gives 30 days to run the selected submissions. Creators will be suggested by TikTok experts based on the initial brief and kick-off call, and advertisers can review the creators shortlisted. Multiple versions can be requested from the same creators. ### TikTok Creative Exchange (TTCX) - Allows brands to partner with creative agencies specializing in UGC and have creative developed for them according to their brief for committed media investment. - The TTCX program falls between the self-serve and premium tiers of TTCC in terms of budget commitments. After the initial brief is submitted, advertisers can browse the catalog of TTCX partners and pick an agency of their choice or allow the system to make a suggestion based on the advertiser industry and the style of ad selected. Advertisers need to receive brief acceptance from the selected partner. - TTCX partners provide concept outlines that need to be approved by the brand and then submit the assets. Just like TTCC, advertisers have a time limit within which they need to spend the committed media budget. Both TTCC and TTCX require media spend commitment but do not add additional charges for creative when these commitments are met. In other words, there is no extra cost for creative—all spend goes towards media. ## TTCC vs. TTCX vs. influencers Both TTCC and TTCX deliver UGC, with the exact performance by creative type specific to each brand. But which approach will work best for your brand? Based on our experience, here are our potential scenarios for different types of content: - Influencers may deliver the highest conversion rate (CRV) of the three but fall behind on click-through-rate (CTR). - TTCX is likely to have higher CTR than influencers, but lower CVR. However, it can be a balanced solution for campaigns with traffic and sales goals. - TTCC might beat TTCX in CTR but also deliver lower CVR. This solution can work well in driving traffic and brand awareness. ![](/wpe-content/uploads/2024/02/Picture3-300x167.jpg) ## DAC’s recommendations In short, there are several key points to keep in mind when working with influencer and user-generated content in paid social: - Boosting influencer and user-generated content can improve paid social campaign performance and should be incorporated into the brand’s paid social strategy. - Selecting influencers should follow a test-and-learn approach just like with branded ads. - Brands do not need to acquire macro influencers’ content to use in ads; micro and mid-tier influencer content may work just as well. - Each social platform can have separate top-performing influencers for your brand’s paid campaigns. Do not apply the successes of one social network universally. - Use partnership tools in the each platform to help you get started with UGC. - Set specific KPIs aligning with brand goals, and evaluate all tested creative based on these KPIs. Paid social is a fast-moving environment with exciting possibilities, but it can also be difficult to know where to start. Reach out to the DAC media team for support with your paid social strategy and we’ll be happy to help. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/googles-most-significant-updates-in-2023.md --- title: "Google’s most significant updates in 2023" date: 2026-01-09 published: 2024-02-12 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-articles-Banners.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/googles-most-significant-updates-in-2023.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/les-mises-a-jour-les-plus-importantes-de-google-en-2023-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/googles-wichtigste-updates-aus-dem-jahr-2023.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/googles-most-significant-updates-in-2023-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/les-mises-a-jour-les-plus-importantes-de-google-en-2023.md" --- # Google’s most significant updates in 2023 Last year, Google rolled out numerous updates. In addition to enhancing spam detection and AI integration, the search giant aimed to establish dominance over other review platforms and urged retailers to integrate their inventories for better visibility. Attributes, meanwhile, became key for quick user understanding—from basics like ‘Onsite Parking’ to niches like ‘Pet Friendly’. Want to stay ahead of the game? Then let’s start by recapping Google’s most significant updates from another action-packed year in digital. ## 1. January - In January 2023, Google announced significant changes to Google Business Profile (GBP) metrics, including the deprecation of Search Count, Discovery, and Photo Views. New metrics introduced cover impressions on Maps and Search, business bookings, and food orders. - Google also expanded review details, allowing reviewers to provide additional information on various aspects like food, service, and atmosphere. A “check wait time” button was introduced for some local results, estimating wait times and facilitating the “join waitlist” feature for eligible listings, powered by third-party partners. - Additionally, Google implemented posting restrictions for user-generated content in Google Maps, impacting reviews, photos, and videos. ## 2. February - In February, Google acknowledged its unintentional removal of policy-abiding reviews and began working on an automated fix. - [Google Business Profile (GBP)](/services/local-presence-management/google-business-profile-management/) services were revealed to be a significant local ranking factor, with custom services influencing explicit and implicit keyword searches. - Google Insights changed the definition of “views”, making year-over-year comparisons unviable. - Google introduced a local car inventory beta for US dealerships, covering various vehicle types. - Google Maps implemented AI-driven features, including glanceable directions, immersive views, search with live view, and indoor live view. EV map features, such as a filter for fast chargers and the ability to add charging stops, were also announced. ## 3. March - Google globally implemented the March Broad Core Update to enhance web page quality. - Local search saw an interactive map upgrade. - Google Business Profiles faced bugs in pricing and visibility notifications. - Changes in driving direction requests reporting were noted. - Google clarified that embedding third-party reviews doesn’t impact rankings. - Products in Google Business Profiles now appear in Google Shopping results. - Reviewers can now recommend dishes. Updated guidelines emphasize consent for personal information and address fake engagement practices. ## 4. April - In April 2023, Google introduced “Online Conversion Local Ads”, a new cross-channel campaign subtype allowing businesses to target specific locations. - Additionally, Google enhanced its travel features with a story format for hotel bookings, flight price guarantees, and new discover tools for locations. - Google Business Profiles for restaurants gained a “Manage Menu” feature, while a downside emerged as ChatGPT was used to generate fake reviews, causing issues for small businesses. - Google continued to leverage AI with the launch of the Search Generative Experience (SGE) and started texting businesses for profile information validation. - Google Maps now supports addresses in multiple languages. ## 5. May - In May 2023, Google integrated AI for the Search Generative Experience (SGE), aiming to enhance search results with optimized answers, shopping, and source collection. - Another update involves Google texting businesses to validate the accuracy of information in their Google Business Profiles, with the messages coming from confirmed Google phone numbers. - Google Maps now supports displaying business addresses in multiple languages, allowing users to edit listings and add variations of business names in different languages through the “Suggest an edit” feature. - Google introduced a “chat with live agent” option in some local business panels within Google Search. Interestingly, Google has reduced the display of local packs in web search results, and it’s speculated that this change is related to testing the impacts of anti-self-preferencing regulations. The long-term effects of these updates remain to be seen. ## 6. June - In June, Google extended the duration of videos displayed in Google Business Profiles on mobile search results. - Charitable donations in exchange for positive reviews were declared against guidelines due to potential bias. - Google filed a lawsuit against scammers posting fake businesses and reviews on Google Maps. - To address search spam, Google introduced a new Search Spam Report Form, allowing users to report various issues, including paid links and malicious behavior, with the added feature of submitting complaints in bulk. ## 7. July - Google and Meta responded to Canada’s Online News Act, Bill C-18, by removing news content from their platforms in Canada. - A study revealed that businesses using additional categories on Google Business Profiles experience higher average map rankings. - Updates made to Google Local Service Ads, including business hours, now sync with Google Business Profiles within 24 hours. However, Google Business Profiles discontinued the call tracking feature due to reported bugs. - Google’s Search Generative Experience now displays local store inventory, aiming to drive traffic to nearby stores through direct links to their inventory pages. ## 8. August - In August 2023, Google introduced several updates to Google Business Profiles. Businesses can now manually add and control social media links on their profiles, including platforms like Facebook, Instagram, LinkedIn, Pinterest, TikTok, X (formerly Twitter), and YouTube. - The food ordering section was enhanced to allow restaurants to set preferred providers like Grubhub for pickup or delivery. - A new attribute called “Pets” was added, enabling businesses to specify if dogs are allowed inside and/or outside. - Google Business Profiles is testing the use of generative AI to assist owners in writing business descriptions. Additionally, a new policy prohibits AI-generated reviews, considering them spam. - Google is also testing the categorization of reviews based on the type of reviewer, providing information such as whether the reviewer is a solo traveler, a couple, a family, or has a pattern of reviewing specific types of locations. ## 9. September - In September, Google faced challenges with robocall scams targeting businesses, falsely claiming the need for verification or warning of potential suspensions for a fee. - Disgruntled customers manipulated Google’s review system, perpetuating negative reviews by regularly updating them, leading to harassment and abuse. - Google is testing the inclusion of third-party reviews in the Google Business Profile review stream, possibly in response to potential legislation against self-preference. - New attributes, such as “Nursing Rooms” and “Are Children Allowed” were added to Google Business Profiles. - Google revised its policies to allow adult-themed content on Google Maps for businesses providing relevant adult services. - Google implemented a stricter reinstatement process for suspended businesses, requiring prompt verification within a 60-minute window. ## 10. October - Google implemented a broad core algorithm and spam update, following the completion of the August and September core updates. - Google Search introduced a testing feature allowing users to set food preferences in local results, tailoring restaurant suggestions accordingly. - Google Business Profiles incorporated two new attributes: “Disabled-owned” and “Indigenous-owned”, displaying on Maps and Search listings. - Local medical listings now indicate the wait time for doctor appointments, providing valuable information for users. - Google automated the order of product displays on listings, utilizing AI for optimal layout, removing business owners’ manual control. - Google introduced new business categories, including waste transfer station, security system installation service, scaffolding service, machine maintenance service, clock and watch maker, and chemical engineering service. ## 11. November - In November 2023, Google enhanced its services, emphasizing a “photo-first” search interface on Google Maps and expanding AI features. - The hidden gems ranking system highlighted authentic content, and a bug related to the October 2023 core update impacting Discover traffic was fixed. - A more personalized search experience, a “Small Business” attribute, and additional features like competing businesses after Local Service Ad interactions were introduced. - Google also implemented a new verification method, added an “activities” section to some business profiles, and included detailed parking attributes and gym-related amenities in Google Business Profiles. ## 12. December - In December, Google’s local search algorithm placed increased importance on business hours, impacting local pack rankings significantly. - It was emphasized that creating Google Business Profile listings in the correct language is crucial to avoid translation issues. - Google faced challenges managing a massive spam attack in the last two weeks of the month, affecting numerous keywords. - A new feature in testing involves local restaurant listings displaying a label indicating “serves vegetarian dishes.” - Google is experimenting with allowing users to react to local photos with emojis, such as “heart” and other reactions, enhancing interaction with local search results. Google’s updates last year marked significant strides in AI, user experience, and business visibility. These changes, from enhanced Google Business Profile metrics to AI-driven content and review systems, underscore the importance of staying current with digital trends. For businesses aiming to optimize their online presence, adapting to these updates is key. For more insights and strategies on navigating Google’s evolving landscape, explore our related contents or contact our experts for personalized guidance. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/paid-media/make-yourself-heard-optimizing-ppc-campaigns-for-voice-search.md --- title: "Make yourself heard: Optimizing PPC campaigns for voice search" date: 2024-12-30 published: 2024-01-16 author: "Hogan McCormack" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Optimizing-PPC-campaigns-for-voice-search-1.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/make-yourself-heard-optimizing-ppc-campaigns-for-voice-search.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/faites-vous-entendre-comment-optimiser-les-campagnes-ppc-pour-la-recherche-vocale-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/verschaffen-sie-sich-gehoer-optimierung-von-ppc-kampagnen-fuer-die-sprachsuche.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/make-yourself-heard-optimising-ppc-campaigns-for-voice-search.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/faites-vous-entendre-comment-optimiser-les-campagnes-ppc-pour-la-recherche-vocale.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/hagase-oir-como-optimizar-las-campanas-ppc-para-la-busqueda-por-voz.md" --- # Make yourself heard: Optimizing PPC campaigns for voice search Voice search quickly became part of our daily routines in the late 2010s, and it has proven to be much more than a passing trend. In fact, the world conducts [more than one billion voice searches](https://www.demandsage.com/voice-search-statistics/#:~:text=Voice%20Search%20Statistics%20(Top%20Picks)&text=More%20than%201%20billion%20voice,are%20from%20the%20featured%20snippets.) every month—and paid media marketers can’t afford to ignore such a popular, established channel. But how can you be sure that your PPC campaigns are [optimized for voice search](/services/local-presence-management/voice-search-optimization/)? Start with these four steps to focus your attention on the right areas and get the most out of your current and future paid campaigns. ## 1. Incorporate long-tail keywords and natural language A key difference between voice search and conventional search is that spoken queries are usually closer to natural, conversational language compared to typed queries. For example, a typical written search might be formed as “sushi restaurant in Orlando”, whereas the voice search equivalent is more likely to be much more natural sounding: “Where can I find a good sushi restaurant in Orlando?” As such, it’s important to incorporate the kind of long-tail keywords people are more likely to use when speaking. Voice search users are also more likely to begin their queries with “who”, “what”, “when”, “why”, and “how”. Once you understand which questions are most likely to be asked in relation to your particular business or industry, you can start to expand your keyword strategies to accommodate voice searches. ## 2. Optimize for local People often use voice search to conduct local searches. In fact, it’s estimated that [58% of all voice searches are queries relating to local businesses](https://www.demandsage.com/voice-search-statistics/#:~:text=Voice%20Search%20Statistics%20(Top%20Picks)&text=More%20than%201%20billion%20voice,are%20from%20the%20featured%20snippets.). While locally focused long-tail keywords like “Where can I find a good sushi restaurant in Orlando?” are a great start, you can take things to the next level by answering even more specific queries. For example, a person strolling around Lake Eola Park in Orlando might want to know which dining options are available to them within walking distance. In that scenario, the user might be more inclined to conduct a voice search like “Where can I find a good sushi restaurant near Lake Eola?” Highly specific local searches are often top of mind for voice search users, so they should be top of mind for paid media marketers too. ## 3. Prioritize the mobile user experience More than a quarter of the global online population [uses voice search on mobile](https://www.thinkwithgoogle.com/marketing-strategies/search/voice-search-mobile-use-statistics/) . So, if you’re aiming to capture and convert voice search traffic, it’s vital to offer a seamless mobile experience. Your website and all associated landing pages should be optimized for mobile in order to satisfy ranking factors set out by Google, Bing, and other search giants. You may also want to take the opportunity to add call extensions to your ads. Giving users the option to quickly and easily make a call is crucial for anyone using voice search on their mobile device. ## 4. Track trends and test thoroughly The voice search landscape is constantly changing, so it’s crucial to stay on top of the latest trends, best practices, and the technologies and voice assistants that power it all. As always, measurement is a prerequisite for success. Set benchmarks by analyzing your data to see who is already using voice search and what kind of characteristics mark their behavior. Some examples include the type of keywords being used, the device(s) being used, and—ultimately—how users interact with brands when they’re conducting a voice search. Understanding factors like these is essential for developing an initial strategy. Once campaigns are live, you should adopt a test-and-learn approach. Use your analytical tools to analyze and optimize your data and conduct A/B tests to compare different tactics and strategies. ## Monitor all stages of the purchase funnel It’s important to understand any marketing effort’s impact on audiences across the purchase funnel, from brand awareness to conversion and retention. Despite the high volume of queries and responses, voice search users continue to be presented with limited options when trying to navigate voice-optimized experiences. If you can meet your users where they are in their search process with an experience optimized for them, you can take a huge step towards developing meaningful brand trust. Not sure how to start implementing these steps? Then it may be time to connect with our paid media experts—and it all starts with a friendly chat. Let’s talk. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/30-marketing-resources-recommended-by-dac-experts.md --- title: "30 marketing resources recommended by DAC experts" date: 2024-12-30 published: 2024-01-11 author: "tgarcia" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Wordpress-Feature-Photo.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/30-marketing-resources-recommended-by-dac-experts.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/30-ressources-marketing-recommandees-par-nos-experts-2.md" --- # 30 marketing resources recommended by DAC experts It’s imperative to stay up to date with the latest trends and tools in the ever-evolving world of marketing—but that’s easier said than done. To help you navigate this dynamic landscape, our seasoned experts have curated a list of their favorite marketing resources that you should check out when you’re not reading our blog. They include: [Websites](#websites) [Newsletters](#newsletters) [Podcasts](#podcasts) [Social media](#socialmedia) [Communities/forums](#communities) [Books](#books) Many of us search the web to dive more deeply into marketing concepts and improve our marketing nous, knowledge, and performance. Here is a list of **websites** every marketer should monitor to stay up to date. 1. ### [Statista.com](https://www.statista.com/) Considered a valuable resource by our Director of Strategic Insights, [Christine DeFazio](/blog/author/cdefazio/), Statista is a great site to get a big picture of your audience whether you’re researching consumer behavior, analyzing market volume, or exploring emerging trends. We especially appreciate this resource’s data visualizations that make interpreting large data sets easier. The Basic Account provides free access to all Basic Statistics. 2. ### [Search Engine Journal](https://www.searchenginejournal.com/) SEO is always changing and that is why we find this resource immensely helpful. We leverage Search Engine Journal to understand algorithm updates that are crucial to our SEO strategies. In addition, the site offers the latest news and in-depth guides as well as expert commentary and analysis on all things SEO. 3. ### [WordStream](https://www.wordstream.com/) DAC’s Associate Vice President of Digital Media, Richard Lajoie, says WordStream can help you understand how your campaigns stack up against industry standards. The platform provides key benchmark data for Google Ads, Facebook Ads, and Bing Ads, including average click-through rates (CTR), cost per click (CPC), conversion rates, and more. 4. ### [PPCChat](https://officialppcchat.com/) PPCChat.com is an interactive forum that enables us to connect with a community of pay-per-click/PPC practitioners on Twitter/X. These chats and the articles discussed are posted to the website, which helps us to stay up to date with PPC industry news and how it is affecting marketers. 5. ### [Adcore Blog](https://www.adcore.com/blog/) Adcore provides a great first step to understanding marketing concepts and best practices. This resource shares how-to articles like “What to Do When Your Facebook Ad Account Is Disabled,” as well as reviews such as “Display Ads that work – AI in digital marketing \[2024 Edition\].” 6. ### [One Useful Thing](https://www.oneusefulthing.org/) This resource is highly recommended by our Business Intelligence Director, [Kuhan Puvanesasingham](/blog/author/kpuvanesasingham/). One Useful Thing features articles on a wide range of AI-related topics, helping us stay ahead of the AI curve so we can effectively leverage it in our marketing. If you prefer to receive insights directly to your inbox, our experts have prepared a list of their favorite marketing **newsletters**. 1. ### [Content Marketing Institute](https://news.contentinstitute.com/subscriptions) We subscribe to Content Marketing Institute’s (CMI) “This Week in Content Marketing” for content inspiration. They share great case studies and the top articles from the CMI website, allowing us to stay on top of content trends. 2. ### [Insider Intelligence/eMarketer](https://www.insiderintelligence.com/newsletters) Our Senior Content Strategist, Cloe Barnes-Fernandez, says, “Insider Intelligence is a great all-rounder for industry news. I subscribe to the marketing and advertising newsletter, which I find helps me keep on top of the latest goings-on with digital platforms. They’re also quite good for AI news.” 3. ### [Sterling Sky](https://www.sterlingsky.ca/newsletter/) Sterling Sky’s newsletter offers valuable insights into the latest trends, strategies, and news in local search, helping us optimize our local marketing efforts and stay updated on changes in the local search landscape. 4. ### [Street Fight Daily](https://streetfightmag.com/) This niche newsletter serves readers with multi-location businesses, covering news and analysis of hyperlocal marketing. It covers a wide range of topics, including local commerce, local tech, local media, and more, providing us with the insights we need to execute successful campaigns for our clients with multi-location businesses. 5. ### [Near Media](https://www.nearmedia.co/) [Kyle Harris](/blog/author/kharris/), DAC’s Director of Local Optimization from our New York City office, recommends the Near Media newsletter. It primarily highlights new opportunities that arise in local search, keeping us abreast with the moves of major consumer platforms like Google, Apple, Meta, and Amazon. Podcasts offer a unique way to absorb knowledge and gain insights, allowing you to learn from industry leaders and experts while on the go. Here are some highly valued **podcasts** recommended by our busy experts. 1. ### [Uncommon Thinking](https://advertisingweek.com/podcast-uncommon-thinking/) Our Content Strategy Team Lead, [Rosalind Kinder](/blog/author/rkinder/), says, “I find the brand case examples are always intriguing and the topics blend a lot of the principles our team works with regularly—from integrating AI into the workflow to the creative tactics employed in brand building to grow with today’s consumers.” 2. ### [Paid Search Podcast](https://www.paidsearchpodcast.com/) Recommended by [Mark Wheatley](/our-story/our-team/mark-wheatley/), our Digital Media Manager, the Paid Search Podcast teaches entrepreneurs, marketing firms, and PPC freelancers how to maximize the return on their Google Ads spends. 3. ### [The Search Engine Journal Show](https://www.searchenginejournal.com/category/search-engine-journal-show/) As a companion to the Search Engine Journal website, The Search Engine Journal Show podcast allows us to delve deeper into the world of SEO. The show features interviews with industry experts and authorities, providing actionable advice and strategies on all things SEO, PPC, social media, content marketing, and digital marketing. 4. ### [Content Inc.](https://www.contentinc.io/) Recommended by [Rudy Nassar](/our-story/our-team/rudy-nassar/), the Account Director in DAC’s Montreal office, Joe Pulizzi’s Content Inc. podcast is a go-to resource for content marketing. Pulizzi, a renowned content marketing expert, shares his insights and strategies for creating compelling, effective content. The show features case studies, success stories, and practical tips that we apply to content creation. 5. ### [Behind the Numbers: an eMarketer Podcast](https://open.spotify.com/show/7C9j1qi6NI4Uct9gWfFdxk) DAC’s Vice President of Marketing and Communications, [Sonia Allard](/our-story/our-team/sonia-allard/), recommends this resource. She says, “This 30-minute podcast provides data on the latest trends in digital marketing around the world. The topics are varied, eMarketer analysts each give their own points of view, allowing us to form our own opinions, and there’s even a quiz at the end of each month to test our knowledge.” Besides monitoring the #ppcchat hashtag on Twitter/X, here are some marketing pages our experts follow on **social media**. 1. ### [@digital\_chadvertising](https://www.instagram.com/digital_chadvertising/?hl=en) on Instagram This page is more than just hilarious advertising memes: It also provides some of the fastest updates on major industry events. 2. ### [Facebook Ad Buyers](https://m.facebook.com/groups/132299360259652) on Facebook This is a community of Facebook Ad experts that discuss bidding strategy, new ad types, new targeting options, new strategies in general, new ad policies, and more. 3. ### [Google Analytics 4 (GA4)](https://www.linkedin.com/groups/1604367/) on LinkedIn Recommended by our Digital Media Manager, Mark Wheatley, this group is home to GA4 experts that answer GA4-related questions, share ideas, and post events for the community. 4. ### [Google Search Central](https://www.youtube.com/@GoogleSearchCentral) on YouTube This resource is a Google search hub that offers tips, tutorials, and topical podcasts posted weekly. Search Central has a wide range of talented experts that give you an insider’s perspective on everything from ecommerce to Google Search Console. Many of our experts enjoy being a part of **communities/forums** of marketers that share information. 1. ### [Online Geniuses](https://onlinegeniuses.com/) Online Geniuses is available to thousands of members as a free Slack community. This group answers questions, shares resources, and is an excellent way to keep your finger on the pulse of all things digital. 2. ### [/r/PPC Slack](https://rppc.slack.com/join/shared_invite/zt-xb499vuq-xW6sSMbtQ51DV~oJznwo6w#/shared-invite/email) This resource is an active Slack community of pay-per-click/PPC practitioners. 3. ### [PPC Club 83](https://ppcclub83.com/) This is a PPC and SEM Slack community says that its mission is “to be the friendliest, and least cool, community of PPCs on the planet.” 4. ### [ Search Engine and SEO](https://www.webmasterworld.com/home.htm) on WebmasterWorld.com This active forum an excellent knowledge base for countless topics in search and SEO. 5. ### [Pay per click/Search Engine Marketing](https://www.warriorforum.com/pay-per-click-search-engine-marketing-ppc-sem/) on Warrior Forum This forum has been going strong since the early 2000s. It is a great knowledge base for any PPC and SEM questions that you may have. Lastly, our experts recommend some great literature for marketing minds. These **books** offer invaluable insights and strategies to help you excel in your marketing endeavors. 1. ### How Brands Grow by Byron Shape This resource was recommended by DAC’s Director of Strategic Insights, Christine DeFazio. Sharp’s evidence-based approach offers readers a clearer understanding of consumer behavior, enabling them to craft strategies that resonate with their target audience and drive sustainable brand growth. 2. ### The Coming Wave by Mustafa Suleyman DAC’s Business Intelligence Director, Kuhan Puvanesasingham, recommended The Coming Wave. This book is particularly beneficial for marketing professionals and businesses to understand and prepare for the changes on the technological horizon, enabling them to stay ahead of the curve and capitalize on new opportunities. 3. ### How To Win Friends and Influence People by Dale Carnegie Carnegie presents practical advice and strategies on how to connect with others, understand their perspectives, and influence their decisions. For marketers, this book offers invaluable insights into understanding consumer behavior and crafting strategies that resonate with audiences. This book was recommended by Rudy Nassar, DAC’s Account Director. 4. ### Traction by Gino Wickman Also recommended by Rudy Nassar, this book offers practical strategies and a comprehensive system, known as the Entrepreneurial Operating System (EOS), for achieving business success. For marketers, Traction offers insights into aligning marketing efforts with overall business goals and driving sustainable growth. 5. ### The Art of SEO: Mastering Search Engine Optimization by Eric Enge, Jessie Stricchiola, and Stephan Spencer This book is recommended by the Managing Director of DAC Germany, [Ben Moll.](/de/unsere-story/unser-team/ben-moll/) The authors, each an expert in the field, bring a wealth of knowledge and experience, making this book a comprehensive guide for marketers and SEO professionals looking to deepen their understanding and enhance their skills in search engine optimization. We hope these resources will help you navigate the marketing landscape more effectively, drive your strategies, and achieve your business goals. Remember, the key to effective marketing lies in continuous learning and adaptation. Happy marketing! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/breaking-down-seo-authority.md --- title: "Breaking down SEO authority" date: 2024-12-30 published: 2023-12-18 author: "Bill Franklin" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/google-phone.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/breaking-down-seo-authority.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/decomposition-de-lautorite-en-matiere-de-seo-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/seo-autoritaet-im-detail.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/decomposition-de-lautorite-en-matiere-de-seo.md" --- # Breaking down SEO authority In the evolving world of search engine optimization (SEO), authority has emerged as a cornerstone of a website’s ability to rank and draw traffic. It’s a badge of trust from the internet to your content, a signal to search engines that your site is a source of valuable information. But how exactly do you establish and increase your website’s authority? Let’s delve into the concept of SEO authority and break down its intricacies, find out how it’s measured, and learn how to enhance it effectively. ## How Google determines rankings When evaluating a site, Google uses hundreds of factors to determine where you will rank. At a very high level, these can be summarized by three pillars: authority, relevance, and experience. We will focus on **authority** today—a critical aspect that can make or break your content’s visibility on the web. ![](/wpe-content/uploads/2023/12/Breaking-down-SEO-authority_-tab1-1-300x47.jpg) Authoritativeness is Google’s measure of how well known and trusted a source is on a particular topic. This is measured based on links and mentions as well as reviews and other indicators of authority. ## Where optimization occurs SEO is a multifaceted discipline that requires concerted efforts across various fronts. One important aspect of this optimization effort is the building of authority, which typically occurs off-site. ![](/wpe-content/uploads/2023/12/Breaking-down-SEO-authority_-tab2-300x28.jpg) Building authority extends beyond the confines of your own site, involving strategic off-site optimization. This includes cultivating high-quality links, engaging with communities, and fostering brand mentions across the web. These actions serve as endorsements of your site’s credibility, urging search engines to regard your content as authoritative and, by extension, worthy of a high ranking. ## **How authority is measured** Understanding how search engines measure authority can empower you to enhance your SEO strategy effectively. 1. **Quantity** Google evaluates the quantity of links and citations pointing to your site as well as the quantity of domains linking to your site. All things equal, sites with greater amounts of (quality) links and citations will rank higher than sites with lower numbers of links. 2. **Quality** Google tries to avoid giving credit to artificially increased backlink profiles. Types of links and mentions that may be devalued include spam, paid linking, or link-sharing schemes. 3. **Relevance** Google evaluates the relevance of links and citations pointing to your site. Mentions from sites related to your industry will be given much greater weighting than links from unrelated websites. 4. **Prominence** Google evaluates the prominence of links as an indicator of how important the site feels the link is. Links buried in footers, below the fold, or deep within a site will be given less relevance than prominent links. 5. **Authority of Sites Linking** Links from websites deemed authoritative to the topic will be given greater weighting. These include government and news sites but also include authoritative industry websites. ## **What is an ideal link?** To wield the full power of backlinks, it’s essential to understand the characteristics of an ideal link. 1. Links from within a relevant article 2. Links to a relevant website page 3. Uses relevant anchor text 4. Link is surrounded by relevant text content 5. Link is on a well-trafficked webpage ![](/wpe-content/uploads/2023/12/Readers-Digest-268x300.jpg) These criteria ensure that a backlink will not only contribute to your site’s SEO performance but also drive relevant traffic and enhance user engagement. ## Additional authority-building sources In addition to optimizing for ideal links, there are other sources through which you can build your site’s authority. ### Press releases Although usually “buried” within a Newsroom section, links from Press Releases do build authority. When establishing relationships with new partners, attempt to each publish a press release about the partnership, linking to each other’s websites. ### Blog posts These are not given as much weight as a full article but do help in establishing authority and relevance. Attempt to have links to your site included in any Influencer Outreach programs established to maximize value of relationship. ### Partner pages These are not given a great deal of weighting as these links are typically “buried” in a tertiary section of the website. Reserve for high-authority websites and partners. ## Bringing it all together In conclusion, establishing SEO authority is not about quick fixes or accumulating links haphazardly. It’s a strategic process that involves building a network of quality, relevant, and well-placed links. These should come from a variety of sources, including press releases, blog posts, and partner pages, which all contribute to the perception of your site as an authoritative figure in your niche. By focusing on the quality, relevance, and placement of backlinks—and by aligning your content with the needs and interests of your audience—you create a strong foundation for SEO success. Remember, authority is not just a one-time achievement; it’s a continuous pursuit that can significantly impact your site’s ranking and visibility in the long term. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/development/site-migration-checklist-how-not-to-make-things-worse.md --- title: "Site Migration Checklist: How Not to Make Things Worse" date: 2024-12-30 published: 2023-12-14 author: "Dan Lauer" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/06/Blog-articles-Banners_Site-migration.png" categories: - name: "Development" url: "/insights/blog/development.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/development/site-migration-checklist-how-not-to-make-things-worse.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/development/les-points-cles-lors-de-la-migration-dun-site-comment-ne-pas-aggraver-les-choses.md" --- # Site Migration Checklist: How Not to Make Things Worse Let’s just be clear – site migrations stink! No way around it! The work, the testing, the long days, the stress and deadlines, the resistance to change, the backlog of “regular” site work, both content and development work that piles up due to code and content freezes. The potential negative impacts to site traffic and ultimately the bottom line – especially if you are an ecommerce site can be really impactful, sometimes for several months, if not more than a year! I have been part of probably five to ten major “big” site migrations in my career. Sometimes they are platform shifts, or platform upgrades – version A to version B, or even one that was an entirely new tech stack – upgraded/redesigned CMS, CDN, cloud servers, new DAM, new Marketing Automation software, – analytics set-up, no domain – the WORKS! Concentrating on organic search and SEO during the pre and post migration periods, and even day of go-live are essential – if not critical to limit major negative impacts to your business. Keywords and Impressions and Organic Traffic are going to fluctuate even if everything goes as perfect as a migration can go. Google needs to understand the new site, new signals and for a couple weeks you are going to see extremely volatile daily/weekly fluctuations in keywords and traffic – and if you are unlucky to have a migration go live when Google launches an Algorithm update – that can compound and multiple the volatility even more! ## **Here are my tips – based on experience – and lessons learned:** 1. ***Redirect Strategy*** – is critically important and number one on my list – make sure all old platform URLs are going to be redirected somewhere – *hopefully not all just to the homepage.* Google says not to change URLs and structure, but sometimes this is just unavoidable and necessary – which makes redirects extremely important. 2. ***Canonical tags and Hreflang –*** make sure they are implemented properly across all indexable pages on the site. 3. ***txt File and index/noindex Tags –*** Check the allow and disallow rules in your robots.txt file and check to make sure that your use of index/follow tags are correct. Also check XML sitemap links are updated on the new robots.txt file. 4. ***XML Sitemaps –*** Review new XML sitemap links and make sure only indexable URLs are included. 5. ***Run a site crawl using ScreamingFrog SEO Spider –*** on the old platform weeks before the migration. You can scrap meta data *(h1s, page titles, meta descriptions)* and get a list of all indexable URLs – then after go live run those URLs again through the crawler, and make sure the redirects are implemented properly – and test the redirects to make sure those links are correct and not pointing to URLs that are 404 and/or non-indexable. 6. ***QA on staging before go live –*** make sure you test all of your top traffic, top menu, important pages on your site and make sure the meta data, content, etc. is as one to one match as possible! Test Page Speed– early and often –benchmark the data – fixes will require DEV time and allowing them to know any of those issues early and often will help them get fixed before go live and not require a deployment “sometime” after go live as a fast follow. 7. ***After go live –*** double check everything you did on tip #6 on Production again the first 24 to 48 hours and first week or two after migration is critical to quickly catch any issues. 8. ***Go live – Day T0 –*** resubmit your XML site maps to Bing and Google Search Console and monitor those error reports ***daily*** to show indexing progress and address any 404, soft 404, or 5xx server errors, or redirect errors immediately. 9. ***In days after go live – monitor your site traffic*** – note the keywords and pages that are seeing the biggest drops – if need be – manually resubmit the pages to Google in Google Search Console and investigate and monitor, as sometimes it takes a while for Google recrawl and reindex that new page(s). Working with Paid Media can also offset traffic declines in the near-term. 10. ***30 to 45 days after launch –*** run a full site technical audit – ideally you have a previous tech audit that is no longer than a year old so you can compare before and after. The full site technical audit will provide insight into some of those deeper pages into your site. The attached screenshots are examples of three sites that all underwent site migrations during the same month, that were similar platform migrations, and within the same industry vertical. All saw double-digit traffic losses and keyword declines. The first site saw the least impact seeing only a -12% decrease in traffic, where the other two sites have seen a -19% decrease and -27% decrease in traffic so far. ### **Site 1:** ![](/wpe-content/uploads/2023/12/Site-1-300x65.png) ### **Site 2:** ![](/wpe-content/uploads/2023/12/Site-2-300x65.png) ### **Site 3:** ![](/wpe-content/uploads/2023/12/site-3-300x65.png) You can see the one site declines were not as drastic as the other two sites. By following the “hyper-care” strategy checklist above and not forgetting about Organic Search during the site migration in the pre, during, and post migration phases, their impressions are already recovering to almost pre-migration levels. ![](/wpe-content/uploads/2023/12/Site-4-300x65.png) The site still saw negative impacts, the migration did not go 100% to plan – they never do, and on top of that they were unlucky that Google launched a Core and Spam System Update just before the site migration went live and another Core update 30 days after. The one site is seeing recovery almost back to pre-migration levels, while the other two sites have not. The drop in keywords and organic traffic for the first site were also not as a steep decline. One site, had one keyword/page worth almost 100k in search demand drop from position 1 to position 9! This is why it’s imperative that organizations have a dedicated person who knows and understands SEO basics and best practices in the room for site migrations. And if not? Hire a Digital Marketing Agency – Like DAC Group – who has a team of dedicated SEO experts that can narrow focus and monitor Organic impacts and experience in completing site migrations. Site migrations, in the long run, can benefit an organization – if proper steps are followed with a solid project plan – ***that doesn’t forget about SEO***. You just need to weather the storm for a few weeks, maybe a couple months. The site drops will always be more dramatic than the recovery – but the successful migrations are the ones that limit that drop and mitigate the risks and impacts as much as possible. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/4-ways-cro-can-enhance-seo-performance-2.md --- title: "4 ways CRO can enhance SEO performance" date: 2026-01-09 published: 2023-11-28 author: "Himadri Patel" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-articles-Banners-1-3-1.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/optimisez-vos-performances-seo-grace-au-cro-en-4-etapes-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/4-wege-wie-cro-die-seo-leistung-verbessern-kann.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/analytics/optimisez-vos-performances-seo-grace-au-cro-en-4-etapes.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/4-formas-en-que-el-cro-puede-mejorar-el-rendimiento-seo.md" --- # 4 ways CRO can enhance SEO performance It’s easy to see that SEO (search engine optimization) and CRO (conversion rate optimization) are closely related. Both fields, after all, aim to improve the overall performance of any given website. There are, however, various distinctions between SEO and CRO, which focus on different aspects of website optimization. SEO is focused on improving a website’s visibility and ranking in search engine results pages (SERPs). This involves optimizing the website’s content, structure, and technical aspects to make it more relevant and valuable to users and search engines. CRO, on the other hand, is focused on improving the website’s conversion rate—the proportion of visitors who take a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter. This involves optimizing the website’s design, layout, and user experience to make it more appealing and effective at converting visitors into customers. So, while [SEO is focused on driving traffic to the website](/services/search-engine-optimization/), CRO is focused on converting that traffic into valuable actions. As a result, the two practices are closely connected and should be deployed in a cohesive way to improve the overall performance of a website. By doing so, you can unlock powerful benefits including attracting more qualified traffic, increasing engagement, and—ultimately—driving more conversions and revenue. - **Better user experience** CRO is all about improving the user experience on your website. By optimizing your website for conversions, you’re also making it [more user-friendly and easier to navigate](/blog/internal-site-search-engine-optimization-the-treasure-right-under-our-noses/). This can help reduce your bounce rate and increase your average time on site, which are important metrics that search engines consider when ranking websites. - **Increased conversions** The ultimate goal of CRO is to increase conversions. By making small changes to your website, such as improving your call-to-action (CTA) or simplifying your checkout process, you can make a big impact on your conversion rate. This can help you get more out of the traffic you’re already attracting, which should ultimately lead to increased revenue and profits. - **Improved search engine rankings** While CRO doesn’t directly impact your search engine rankings, it can improve them indirectly. As mentioned above, search engines consider user engagement metrics like bounce rate and time on site when ranking websites. By improving these metrics through CRO, you can indirectly improve your search engine rankings. - **Better ROI** By improving your conversion rate, you’re getting more out of the traffic you’re already attracting. This means you can spend less money on advertising and other lead-generation methods and still see the same results. This can help you increase your ROI and make your marketing efforts more cost-effective. There’s simply no escaping the fact that [CRO is part-art, part-science](/blog/conversion-rate-optimization-part-art-part-science/), and a completely essential part of SEO. By optimizing your website for conversions—and not only for search engines—you’re not only improving the user experience but also increasing your chances of converting visitors into paying customers. This can help you get more out of the traffic you’re already getting, improve your search visibility, and ultimately increase your revenue and profits. In other words, if you’re serious about SEO, it’s time to start thinking about CRO. Ready to take your first steps with CRO? Our data scientists can tailor a strategy just for you—and it all starts with a friendly chat. Let’s talk! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/4-ways-cro-can-enhance-seo-performance.md --- title: "4 ways CRO can enhance SEO performance" date: 2024-12-30 published: 2023-11-28 author: "Himadri Patel" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-articles-Banners-1-3-1.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/4-ways-cro-can-enhance-seo-performance.md" --- # 4 ways CRO can enhance SEO performance It’s easy to see that SEO (search engine optimization) and CRO (conversion rate optimization) are closely related. Both fields, after all, aim to improve the overall performance of any given website. There are, however, various distinctions between SEO and CRO, which focus on different aspects of website optimization. SEO is focused on improving a website’s visibility and ranking in search engine results pages (SERPs). This involves optimizing the website’s content, structure, and technical aspects to make it more relevant and valuable to users and search engines. CRO, on the other hand, is focused on improving the website’s conversion rate—the proportion of visitors who take a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter. This involves optimizing the website’s design, layout, and user experience to make it more appealing and effective at converting visitors into customers. So, while [SEO is focused on driving traffic to the website](/services/search-engine-optimization/), CRO is focused on converting that traffic into valuable actions. As a result, the two practices are closely connected and should be deployed in a cohesive way to improve the overall performance of a website. By doing so, you can unlock powerful benefits including attracting more qualified traffic, increasing engagement, and—ultimately—driving more conversions and revenue. - **Better user experience** CRO is all about improving the user experience on your website. By optimizing your website for conversions, you’re also making it [more user-friendly and easier to navigate](/blog/internal-site-search-engine-optimization-the-treasure-right-under-our-noses/). This can help reduce your bounce rate and increase your average time on site, which are important metrics that search engines consider when ranking websites. - **Increased conversions** The ultimate goal of CRO is to increase conversions. By making small changes to your website, such as improving your call-to-action (CTA) or simplifying your checkout process, you can make a big impact on your conversion rate. This can help you get more out of the traffic you’re already attracting, which should ultimately lead to increased revenue and profits. - **Improved search engine rankings** While CRO doesn’t directly impact your search engine rankings, it can improve them indirectly. As mentioned above, search engines consider user engagement metrics like bounce rate and time on site when ranking websites. By improving these metrics through CRO, you can indirectly improve your search engine rankings. - **Better ROI** By improving your conversion rate, you’re getting more out of the traffic you’re already attracting. This means you can spend less money on advertising and other lead-generation methods and still see the same results. This can help you increase your ROI and make your marketing efforts more cost-effective. There’s simply no escaping the fact that [CRO is part-art, part-science](/blog/conversion-rate-optimization-part-art-part-science/), and a completely essential part of SEO. By optimizing your website for conversions—and not only for search engines—you’re not only improving the user experience but also increasing your chances of converting visitors into paying customers. This can help you get more out of the traffic you’re already getting, improve your search visibility, and ultimately increase your revenue and profits. In other words, if you’re serious about SEO, it’s time to start thinking about CRO. Ready to take your first steps with CRO? Our data scientists can tailor a strategy just for you—and it all starts with a friendly chat. Let’s talk! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/how-to-master-local-organic-social-with-transparensee.md --- title: "How to master local organic social with TransparenSEE" date: 2026-09-23 published: 2023-11-22 author: "Kyle Harris" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/how-to-master-local-organic-social-with-transparensee.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/so-gelingt-es-mit-transparensee-die-lokalen-organischen-sozialen-netzwerke-zu-steuern.md" --- # How to master local organic social with TransparenSEE Paid social marketing can have a positive impact on any business’s bottom line, but it’s not the only way to drive growth via social platforms. At its core, social media is made up of organic conversations, and brands shouldn’t pass up the opportunity to get involved and generate some free promotion. The catch is that businesses need to be active participants on social platforms in order to engage with their customers and prospects in a timely fashion and steer the conversation in the right direction. This can be a massive challenge for larger brands with dozens or even hundreds of locations to manage—and none of the major social platforms provide the tools needed to undertake this kind of Enterprise-to-Local strategy at scale. That’s why we’re enhancing our local presence management dashboard, [TransparenSEE](/local-marketing-platforms/transparensee/), with a new solution to scale organic social marketing. With **Enterprise Social Manager**, all of your business’s store-level social accounts can be aggregated and managed in one place, unlocking insights and benefits you may never have even imagined before. ## Scale your social in just a few clicks Organic social is important to any brand, but businesses with distributed footprints often struggle to manage all of their accounts. Even small, single-location businesses can be challenged to manage their presence across multiple social media accounts. A promotion can’t just be limited to Facebook, after all; it may need to go to Instagram, TikTok, or even LinkedIn depending on the message. Repeating and repurposing posts across platforms—each with its own unique login and user interface—is tedious even before you multiply that effort for many locations. ![](/wpe-content/uploads/2023/11/Capture-300x199.jpg) The primary purpose of Enterprise Social Manager is to create one view that unites not only all of a business’s unique locations but all of the social platforms for those locations as well. Using just one dashboard, DAC’s partners can write a single social media post and publish it to every relevant platform for every location—or create a custom mix of both. ## Make collaboration faster and simpler Managing social accounts at scale is a technical challenge, but coordinating a brand’s messaging is a managerial one. There needs to be a human presence to review and approve everything that’s scheduled to be published. A single–location business can do this easily, needing just one manager to review all content. An enterprise-level brand, however, can’t rely on a single staff member knowing everything about every location. This is why Enterprise Social Manager also allows for collaborative media management, setting up users who can create social posts as well as those who can subsequently approve that content. At the largest businesses, there is likely to be dozens of customer service representatives responding to customer comments and other social media managers generating organic marketing content. To ensure both of those processes meet brand standards, users need different levels of authorization to either view and create content or approve it before it goes live. In Enterprise Social Manager, users can be granted access to one or more social accounts and schedule their posts as needed. Before they go fully live, there is an approval process to verify everything in that social post meets standards. Coordination with a social team is key and all users will have full information on the status of their work, with automated emails letting users know which posts have gone live or the reasons for their rejection. ## Drive performance down to the local level The final step of organic social marketing—one that is often neglected—is to review the performance of published content. Whether viewing a single post or your social metrics in aggregate, Enterprise Social Manager provides all the insights your business needs to optimize its organic social strategy. Crucially, these social metrics combine with other insights for listings on search and map platforms to create a comprehensive view of how your business is performing on social. In other words, Enterprise Social Manager doesn’t only aggregate all of your social marketing into one dashboard; it aggregates these exclusive insights into the same dashboard that already contains all of your other local KPIs. Beyond making organic social easier for businesses of all sizes, DAC’s latest product provides a wholistic assessment of everything that goes into marketing your brand and its individual locations. Organic social and everything else needed for effective [local presence management](/services/local-presence-management/) is now gathered in a single interface that’s easy to manage, analyze, and action. Want to see for yourself? Drop us a line to request a demo. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/crafting-precision-content-using-large-language-models.md --- title: "Crafting precision content using large language models" date: 2024-12-30 published: 2023-11-14 author: "Kuhan Puvanesasingham" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-articles-Banners-3.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/crafting-precision-content-using-large-language-models.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/comment-creer-du-contenu-de-precision-grace-aux-grands-modeles-linguistiques-large-language-models-llm.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/erstellung-hochwertiger-inhalte-unter-verwendung-grosser-sprachmodelle.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/crafting-precision-content-using-large-language-models-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/comment-creer-du-contenu-de-precision-grace-aux-grands-modeles-linguistiques-large-language-models-llm.md" --- # Crafting precision content using large language models The latest Large Language Models (LLM), although toddlers, are in many ways much smarter than the average human is—or will ever be. Not only do they know more, but they have a much greater capacity to process and act on vast arrays of instructions. We’ve recently explored the potential of LLMs to interpret or generate text considering numerous parameters with extraordinary precision. We have demonstrated their ability to evaluate unstructured text blocks and grade them along various scales to great success. Additionally, we have been able to generate specific, tailored content using a complex series of instructions that can be tuned with precision to the same set of scales. We are entering a new era of performance-based, data-driven content where we can transform LLMs into written content production facilities, complete with a control board of knobs and dials to numerically fine-tune optimal marketing content across various formats. Here, we share our initial experiment findings and offer a general methodology to harness LLMs to extract quantitative measures from otherwise unstructured text, opening the door to statistical analysis and optimization of content creation. ![](/wpe-content/uploads/2023/11/Picture1-300x158.jpg) Source: Analytics Vidhya ## Large language models are perfectly suited to plot ideas Large language models are constructed using mathematical vectors. This foundation allows them to adeptly translate blocks of text—rating, scoring, or mapping content into numeric values that capture the distinct qualities of each block. For example, we can ask the model to evaluate how ‘technical’ this blog is on a scale of 1-10, where the boundaries are defined by example or by user instruction. Similarly, LLMs can reverse this direction to generate blocks of text that correspond to numeric scores of a certain attribute submitted by a user. For example, you can ask the LLM to write a blog post with the degree of technicality scoring 9 out of 10. We can additively include more concepts to build a conceptual space. This is what we term a conceptual Cartesian space, which the LLM can refer to for content generation. We can plot a point in this space to define an idea based on its position relative to each of the axes that define our space. ![](/wpe-content/uploads/2023/11/Picture2-300x174.png) Source: https://serokell.io/blog/language-models-behind-chatgpt ## Our experiments and findings We conducted a series of experiments to validate the effectiveness and flexibility of conceptual Cartesian mapping using LLMs. We took a ‘ground-up’ approach to validate our methodology, starting with basic experiments and increasing the complexity at each step. - **Gradients experiment** This experiment explores the LLM’s ability to scale content along linear gradients, providing users with control in generating or evaluating text. We examined different scale ranges (1-10, 1-100) and demonstrated the model’s adherence to specific scoring frameworks. Results affirm the model’s ability to methodically follow chosen gradients. - **Alternative scoring methods experiment** In this experiment, we tested the influence of alternative scoring methods on text output. The LLM is instructed to apply various scoring frameworks, showcasing the model’s adaptability. It successfully crafts responses based on specific rules, indicating the customization potential of LLMs for diverse applications. We even used a respected psychological framework to grade (or diagnose) empathy scores for a block of content. - **Multi-dimensional space experiment** This experiment delves into the model’s performance in multi-dimensional spaces. The study introduces concepts like practicality and technicality as additional axes, illustrating the LLM’s ability to handle complex ideas and multiple dimensions effectively. The results indicate the model’s agility in navigating intricate multi-dimensional spaces. - **Unspecified relative space experiment** This experiment explores the LLM’s capability to quantitatively analyze ideas relative to other ideas, not gradients along a single axis. One significant practical application for marketers is positioning content relative to competitors; we got the LLM to generate housing policy for a fictitious mayoral candidate that is quantitatively positioned relative to several existing candidates. Our study demonstrated the model’s ability to handle open content generation tasks with quantitative precision, showcasing its potential in environments where ideas lack strict predefined frameworks. ## Attaching standard performance metrics If we bind the conceptual Cartesian position of content with traditional metrics, we can analyze the performance of published content against newly available numeric values. For example, we can study the social media posts (i.e., likes, shares, click through rates) against conceptual scores assigned by the model for attributes like humor, empathy, and technicality. Through statistical analysis, we can identify the optimal mix of each conceptual attribute for a given context and use that co-ordinate position to generate new content for enhanced performance. The innovative combination of conceptual Cartesian mapping and LLMs gives us a new, methodical, precise approach to general content creation. Businesses can tailor their messaging with precision, ensuring maximum engagement with their target audience whilst positioning their content relative to competitors. Political campaigns can craft nuanced narratives relative to other candidates or polling results. Educational institutions can create customized learning materials, enhancing student engagement and comprehension at the individual level. Want to be ready for that future? Talk to a DAC strategist today! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/5-ways-to-drive-in-store-visits-in-the-digital-age.md --- title: "5 ways to drive in-store visits in the digital age" date: 2024-12-30 published: 2023-11-09 author: "Jonathan Guillen" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/2-2.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/5-ways-to-drive-in-store-visits-in-the-digital-age.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/llevar-personas-a-tu-tienda-fisica-usando-marketing-de-pago-como-se-hace.md" --- # 5 ways to drive in-store visits in the digital age Hyperlocal marketing is an essential consideration for any business looking to convert online traffic into in-store visits. The basic premise of hyperlocal marketing is simple, of course. Users will first encounter a brand through its advertising copy, which can resonate with local audiences through specific geographic references like “a stone’s throw from Central Square” or “in the vibrant heart of the San Juan neighbourhood”. These micro-moments and intent cues aren’t just window dressing; they can have a direct impact on reducing cost per acquisition and increasing customer lifetime value. Taking it a step further with personalized messaging (based on demographics, language, and personal or cultural nuances) can result in a significant increase in customer retention and loyalty. But messaging is just one aspect of an effective hyperlocal strategy. With a technical and strategic approach, brands with physical locations can achieve so much more. Here’s how. 1. **Optimize targeting with advanced geolocation** Accurate geographic targeting can have a direct effect on the efficiency of ad spend and return on investment. When used accurately, tools such as geofencing and geotargeting—as well as beacon technologies to send push notifications—can improve conversion rates and increase immediate visits to the point of sale. Demographic density, historical purchase behavior, and mobility trends are also important to further refine targeting to only those users closest to conversion. 2. **Refine campaign performance with keywords** Proper keyword selection and management, as well as semantic analysis, has the potential to improve [Quality Score](https://support.google.com/google-ads/answer/6167118?hl=en), reduce cost per click, and increase ad relevance, making campaigns more efficient overall. In addition, it is essential to consider competition, seasonality, and emerging trends to adjust bids and ensure that ads are shown at the most opportune times. The most common example is the difference between a keyword that includes location and one that does not. The location-specific keyword can target a broader audience campaign type, while the one that does not include location should be in a campaign targeting the location or a radius around it. 3. **Use localized visual content at each stage of the funnel** Images and videos should be a true reflection of the interior of the store or venue, showing the facilities, products, and ambience. Adapting this media to each specific location not only [increases the visibility and relevance of visual content](/blog/visual-content-optimization-unlocking-seo-gains-with-images-and-video/) but also strengthens the emotional connection with potential customers, showing the proximity of the site and conveying what awaits when they visit. It is crucial that videos are adapted to each stage of the purchase funnel. The further down the funnel, the more the video should focus on the product or service being offered. In contrast, upper-funnel videos should be more brand-focused, establishing an emotional connection and building trust. To prevent repetition, users who watch upper-funnel videos should not be retargeted with their lower-funnel equivalents. 4. **Be flexible with campaign management** Managing hyperlocal campaigns requires a flexible-yet-precise approach. While each location can benefit from having its own campaign, there will also be times when a multi-location campaign is the best course of action, depending on the overall strategy and specific objectives. This flexibility allows for management that is more tailored to the specifics and needs of each outlet, but also offers the possibility to achieve synergy between different locations where appropriate. It is essential to apply the same flexibility to the allocation of budgets and resources to ensure that each campaign is managed effectively and efficiently, allowing for quick adjustments and informed decisions. 5. **Take advantage of platform-specific features** In Google Ads, traditional Local Campaigns have evolved into Maximum Performance campaigns, with a primary focus on Store Visits. By integrating [Google Business Profile (GBP) listings](/services/local-presence-management/google-business-profile-management/) with Google Ads, the geographic basis for these campaigns is established. Within conversion goals, Local Actions such as Directions and GBP Menu Visits are highlighted. However, the central objective remains Store Visits, which is activated after 60,000 clicks after linking to GBP. In Meta, likewise, it is essential to deploy “Traffic to Shop” campaigns, which require local pages (linked to the homepage) that serve as individual company profiles. In both Meta and Google Ads, advertisers can specify precise locations or define a geographic radius. This choice will influence key elements of the campaign, such as keywords and creative. It is vital to understand that the data obtained is approximate and does not represent exact figures. In contrast, Waze allows the projection of ads to users near locations. While platforms such as LinkedIn and TikTok offer geolocation, they currently lack Store Visits targeting on a global level—although Tik Tok, thanks to a partnership with Foursquare, has started to support it in the US and Canada. ![](/wpe-content/uploads/2023/11/3-300x150.png) ## **Never underestimate the importance of local** In an increasingly saturated market, the ability to effectively connect with local consumers becomes an essential competitive advantage. Integrating advanced tools, continually adapting to market trends, and focusing on the customer experience are essential to success in the world of hyperlocal marketing. And the best way to get there? Invest in technology, training, and data analysis to build more robust and effective hyperlocal strategies—or partner with the agency that wrote the [Enterprise-to-Local playbook](/discover/white-papers/enterprise-to-local-digital-marketing-playbook/). Literally. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/authenticity-creativity-interactivity-how-to-target-your-content-to-gen-z.md --- title: "Authenticity, creativity, interactivity: How to target your content to Gen Z" date: 2024-12-30 published: 2023-11-08 author: "Valerie Berthout" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/08/Blog-articles-Banners-1-1.png" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/authenticity-creativity-interactivity-how-to-target-your-content-to-gen-z.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/authenticite-creativite-interactivite-comment-adapter-votre-contenu-a-la-generation-z-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/authentizitaet-kreativitaet-interaktivitaet-wie-sie-ihre-inhalte-auf-die-generation-z-ausrichten.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/authenticity-creativity-interactivity-how-to-target-your-content-to-gen-z-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/authenticite-creativite-interactivite-comment-adapter-votre-contenu-a-la-generation-z.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/autenticidad-creatividad-interactividad-como-adaptar-los-contenidos-a-la-generacion-z.md" --- # Authenticity, creativity, interactivity: How to target your content to Gen Z By 2026, it’s estimated that Gen Z (born between 1997 and 2012) will surpass millennials as the world’s largest consumer base. With younger people increasingly calling the shots in the consumer industry, it is not only smart but crucial to appeal to their interests and values in order to drive marketing growth. If you’re looking to grab the attention of Gen Z—and you most definitely should be—here are a few things to consider when crafting your content marketing strategy. ## Understand and support Gen Z’s values Although Gen Z is highly involved in the digital world, their interests also lie in the physical world—specifically, they are more likely to speak up for their values to elicit change in the world around them. While they may not expect every product or business to be part of a global movement, they do want to see businesses go beyond basic corporate social responsibility and truly make a change in their communities and within their own companies. **92% of Gen Z prefer to support an ethical and authentic brand** Source: DigitalCommons@LindenwoodUniversity With this in mind, brands need to aim for authentic and real over polished perfection. After all, this is a generation that’s far more willing to embrace imperfect selfies, and they want to see the raw elements of your business too. They want candid photo captions far more than posed pictures or filters. Despite the fact that the latter part of the current generation has not yet entered adulthood, Gen Z wields significant influence in the market. However, having come of age during a time marked by geopolitical and financial uncertainty, they typically adopt a saving-oriented mindset instead of a spending one—so it’s going to take extra effort, authenticity, and creativity to win them over. This is an opportunity for brands to consider how they can show (not just talk about) the underlying value of their products or services. ## Be present on the right social media platforms Knowing where to target your content is vital. For Gen Z, it’s social media. Finding the right platform is step one, but it’s equally important to tailor your content for each space to ensure it resonates with your audience. Each social channel has a specific purpose, with varying preferences, expectations, and behaviors exhibited by its users. **93% of Gen Z spend an average of four hours daily on social media 28% bought a product through a social media app in the last six months** Source: Statista So, what social media platforms do Gen Z use the most? In the US, the top three is YouTube, Instagram, and TikTok: [![Social media reach among Gen Z; a chart based on research by Comscore.](/wpe-content/uploads/2023/10/Gen-Z-ComScore.png)](/wpe-content/uploads/2023/10/Gen-Z-ComScore.png) Source: ComScore Though not the most popular platform (yet), TikTok is experiencing the fastest growth in users. As its popularity continues to rise, it is one of the best platforms to engage Gen Z. **63% of Gen Z use TikTok every day; 45% three or more hours a day** Source: YPulse Even so, mastering the dynamics of this relatively new social platform is proving to be a hurdle for even the most seasoned marketers. If you want to [effectively capture the attention of Gen Z TikTok users](/blog/discover-the-power-of-tiktok-advertising-proven-strategies-for-success/), make sure you: - **Grab their attention instantly:** TikTok audiences swiftly scroll through content, so it’s vital to start speech within the first three seconds and maintain a friendly, personal tone throughout. - **Use music to infuse energy:** Stimulate their senses with attention-grabbing music right from the start. - **Create a personal connection:** Don’t publish anything that feels like a traditional advert. Instead, foster one-on-one conversations so each user feels like a valued guest. Generation Z prefers genuine interactions; they want a glimpse behind the scenes, to understand your company’s personality, and to feel like they are integral members of your community. ## Be creative and diversify your content formats Gen Z is constantly posting on their preferred digital platforms. With so many users out there creating engaging content, why not utilize their talents and [feature user-generated content (UGC) in your own content marketing](/blog/user-generated-content-the-good-the-bad-and-the-ugly/)? Interactive marketing, in fact, is an effective way to engage Gen Z online. Polls, challenges, and UGC campaigns resonate well with Gen Z’s desire for genuine experiences. By actively involving them, brands can tap into their collective creativity and authenticity, creating a sense of belonging. This approach not only strengthens brand loyalty but also enhances brand visibility as Gen Z tends to share their experiences organically. Interactive marketing also allows real-time feedback, enabling businesses to adapt swiftly to changing preferences. It fosters a sense of community, where Gen Z feels heard and valued, ensuring long-term brand advocacy and sustained market relevance. **50% of Gen Z see online interactions as meaningful replacement to in-person experiences** Source: Deloitte, Media Industry Trends 2023 [![For younger generations, online experiences have become a meaningful part of their lives; chart based on research by Deloitte Insights.](/wpe-content/uploads/2023/10/Gen-Z-Deloitte.jpg)](/wpe-content/uploads/2023/10/Gen-Z-Deloitte.jpg)Source: Deloitte Insights ## Redefine influencer marketing Generation Z’s trust in influencers is a nuanced blend of skepticism and recognizing authenticity. Unlike older generations, Gen Z approaches influencers with a discerning eye, valuing genuine connections over mere endorsements. They seek relatability, transparency, and social responsibility. Authenticity is paramount; if influencers align with their values and passions, Gen Z is more likely to trust their recommendations. Trust further deepens when influencers openly share both positive and negative experiences, making them appear more human and relatable—one of the factors behind [the rise of microinfluencers](/blog/what-does-the-rise-of-micro-influencers-tell-us-about-the-importance-of-local-marketing/). Social awareness, ethical practices, and genuine engagement are pivotal factors shaping this trust dynamic. Influencers who embody these traits foster a profound trust relationship, becoming influential voices that Gen Z genuinely respects and follows. **67% of consumers trust influencers over brands** Source: Statista ## Need further help for your Gen Z content strategy? Underlining it all, thorough research is essential to effectively target and appeal to Gen Z audiences. Understanding their demographics, behaviors, and interests is fundamental. Whether you plan to create individual content pieces or develop a full-scale campaign for Gen Z, we’re here to assist. Our [content strategists](/services/content-strategy/) specialize in tailoring content to resonate with specific audiences, including the upcoming generation. Connect with DAC today to start building your content strategy of tomorrow. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/why-your-business-should-use-google-business-messenger.md --- title: "Why your business should use Google Business Messenger" date: 2024-12-30 published: 2023-10-28 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/lpm-2.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/why-your-business-should-use-google-business-messenger.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/por-que-su-empresa-deberia-utilizar-google-business-messenger.md" --- # Why your business should use Google Business Messenger Customers are increasingly spoiled for choice when it comes to connecting with businesses. They can have their queries answered through the static information on websites or social media, or they can call or email with their specific questions or requests. Increasingly, though, Gen X and younger generations now prefer to text. Whether it’s asynchronously or a real-time back and forth, texting now easily exceeds calls and emails. With this being the most common method of communication—and 89% of consumers saying they prefer texting with businesses over any other mode of communication—businesses need to keep up. That’s why Google has implemented Google Business Messenger (GBM) into its tech stack, allowing businesses of all sizes to receive and respond to messages from its customers. ## How Google Business Messenger works GBM is built directly into a company’s [Google Business Profiles (GBP)](/services/local-presence-management/google-business-profile-management/). Depending on the business’s Google category, GBM will allow messaging through calls-to-action like “Get a Quote” or simply “Chat”, signaling the primary purpose a business may have decided for its messaging service. Importantly, GBM sits at the top of the purchase funnel, being presented to users that may be conducting early research or comparing their options. By comparison, the live chats on many businesses’ websites are usually tailored for existing customers or people in the final stages of a purchase decision. ![](/wpe-content/uploads/2023/10/super-office_960-300x300.png) Businesses that include messaging in their GBPs reduce a significant amount of friction towards obtaining leads. Customers may not intend to message a business when they first encounter it on Google, but when the option is highlighted, they are encouraged towards more committal behavior. GBM is a more enticing method of getting customers to speak to businesses, assuming they have the infrastructure in place to respond to these messages. Small businesses can choose to designate a single cellphone to receive these messages, but multi-location businesses can’t opt for the same solution across dozens or even hundreds of locations. That’s why DAC has integrated Google’s messaging function into [TransparenSEE](/local-marketing-platforms/transparensee/), our multi-location marketing dashboard. Along with the usual suite of services that comes with [Local Presence Management](/services/local-presence-management/), this is the latest feature that can comfortably scale to work for enterprise-level businesses. ## Business Messages in DAC’s TransparenSEE dashboard Business Messages allows brands to respond directly to all communications sent through their Google listings—an efficiency that would otherwise be impossible to achieve. By aggregating every message from a brand’s Google listings in one place, then allowing customer service representatives to coordinate these conversations, brands are empowered to provide quick and convenient support for customers, improving both their online presence and, ultimately, their performance. ![](/wpe-content/uploads/2023/10/Untitled-design-3-300x150.jpg) Businesses first need to set up an automated welcome message, a feature that Google offers by default. Much like texting, sending an initial message to a business and getting no reply can make customers think the feature may not even be working. After that first response, customers expect follow-ups that are unique to their query. If a customer doesn’t receive a personalized message within 24 hours of that initial automated message, they will likely lose interest and the business will have lost a lead. The real-time nature of these interactions is what makes GBM so difficult to scale, but DAC’s Business Messages resolves this issue as well. Through a centralized hub, businesses can assign one or more customer services representatives to one or more [Google listings](/services/local-presence-management/listings-management/). These representatives will see all new messages and ongoing active interactions, and have the ability to claim conversations to manage. In addition to scaling the usual features of GBM, bringing messaging within a single dashboard allows businesses to monitor the performance of their agents and collect metrics about the success of their messaging service. As messaging continues to grow as the preferred method of communication for Gen X and younger generations, businesses will increasingly be expected to accommodate it. Through DAC’s Business Messages, multi-location businesses will gain the same advantages that Google Messaging grants local competitors, communicating directly with customers how they prefer it the most. By resolving issues and answering questions right as they appear, local touchpoints will become even more powerful as sales are captured the instant an opportunity arises. Business Messages will provide an astounding increase in customer satisfaction by making even the largest brands feel as personal and accommodating as the smallest local competitor. Want to get started? Let’s talk. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/an-integrated-strategic-framework-for-marketing-in-the-ai-era.md --- title: "An integrated strategic framework for marketing in the AI era" date: 2024-12-30 published: 2023-10-10 author: "Alberto Sanchez" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/strategic-framework-ai-hero.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/an-integrated-strategic-framework-for-marketing-in-the-ai-era.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/un-cadre-strategique-integre-pour-le-marketing-a-lere-de-lia-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/ein-integrierter-strategischer-ansatz-fuer-das-marketing-im-ki-zeitalter.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/an-integrated-strategic-framework-for-marketing-in-the-ai-era-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/un-cadre-strategique-integre-pour-le-marketing-a-lere-de-lia.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/un-marco-estrategico-integrado-para-el-marketing-en-la-era-de-la-ia.md" --- # An integrated strategic framework for marketing in the AI era More and more frequently in recent months, there has been a trend in marketing that can be summed up in one magic word: integration. Marketers increasingly seem a bit exhausted from having to deal with different suppliers for different services—with different purposes and objectives for each of them. Silos of valuable information have multiplied and, consequently, the time it takes to manage and extract insights and conclusions seems to have replaced the strategic work that every marketer must do. This problem, which will sound familiar to more than one reader, has been exacerbated by the economic situation. In an inflationary context, costs are rising and margins are shrinking, so marketing budgets tend to shrink too, or at least become more efficient. “We must do more with less” is the mantra repeated by management, and it is then that key metrics such as ROAS (return on advertising spend) or the blessed advertising attribution models or [media mix modeling](/blog/media-mix-modeling-what-you-need-to-know/) regain their prominence against other indicators more related to notoriety or consideration, so much in vogue in other more prosperous economic contexts. These two trends, integration and focus on results, have marked the day-to-day of the last two years in the marketing world for clients—who are looking to optimize their time and focus on the real KPIs that will help them make better strategic decisions—as well as on the agency side, where we see how awareness, once so revered, has been progressively leaving its space in the conversation to performance, understood as an integrated approach of organic and paid channels that aim to transform the business results of the brands. ## Welcome to the next evolution of the customer journey But how can integration and cost efficiency be incorporated into a brand’s potential customer journey? Let’s think about a typical consumer journey and analyze its four key stages. It goes without saying that the mix will vary depending on the nature of each customer, although the phases are common to almost any business: ### Thinking The user is at the top of the funnel, the furthest moment from conversion, but one of the most important. At this stage, there is always an opportunity for brands to gain authority by working on their [SEO](/services/search-engine-optimization/). Aligning users’ search intentions to the content generated is therefore key, because it is where our relationship with them begins. Obviously, all paid media with a focus on branding and notoriety (DOOH, [display](/services/digital-media/), radio, and TV, among others) always help in this phase, as well as in later phases like remarketing. ### Planning The user is inspired and starts to weight their options. A good [SEM](/services/search-engine-marketing/) strategy—focused on optimizing the quality score of all the ads—will be key to convincing our potential customers and prolonging the relationship created in the first phase of the funnel. Other tactics in the planning phase include product pages, social media ads, and blog posts. ### Doing The decisive moment, whether it’s via your owned media—where special attention must be paid to CRO, retargeting, and [UX/UI flows](/services/design/) (it is useless to spend more money on advertising if our website is falling down in terms of conversion)—or earned media, where [local SEO](/services/search-engine-optimization/local-seo/) can come into play, including [listings management](/services/local-presence-management/listings-management/) and [local reputation management](/services/local-presence-management/local-reputation-management/). If you doubt the importance of achieving prominence in earned media, consider that [55% of millennials will ignore brands that don’t show up in their searches or have poor reviews.](https://www.thinkwithgoogle.com/marketing-strategies/search/millennial-search-visibility-statistics/) ### Feeling It’s time for loyalty and ambassadors programs, recommendations on the shopping experience, and more. Marketing automation strategies, CRMs to create well-connected customers, requests for reviews, and suppressions and lookalikes in digital media should guide our steps. [![Correspondences between funnel phases and customer journey.](/wpe-content/uploads/2023/10/strategic-framework-ai-01-1.jpg)](/wpe-content/uploads/2023/10/strategic-framework-ai-01-1.jpg) Correspondences between funnel phases and customer journey. There are two additional tasks that should be fulfilled at the beginning and end of each of these phases in order to completely close this virtuous circle. Although they do not appear in the funnel, they can be decisive when it comes to improving the results of any brand: - **Market, category, and audience analysis:** It is fundamentally important to create a buyer, audience, or customer profile that goes beyond the basic sociodemographic profiling provided by ad platforms. This work is sometimes forgotten by brands and agencies, but it allows us not only to know in which channels our audience lives, but also what content they are looking for throughout their customer journeys. [![Persona development using best-in-class technology.](/wpe-content/uploads/2023/10/strategic-framework-ai-02.jpg)](/wpe-content/uploads/2023/10/strategic-framework-ai-02.jpg) Persona development using best-in-class technology. [![Creation of customer journeys with KPIs for each phase of the funnel.](/wpe-content/uploads/2023/10/strategic-framework-ai-03.jpg)](/wpe-content/uploads/2023/10/strategic-framework-ai-03.jpg) Creation of customer journeys with KPIs for each phase of the funnel. - **Data and business intelligence:** We cannot talk about optimizing if each impact is not measured and analyzed throughout the customer journey. Ideally, this happens [in a dashboard that truly reflects the performance indicators that the different stakeholders of a company want to see](/blog/dashboard-design-in-the-age-of-ai-focusing-vision-through-simplicity/), because an indicator for a member of a management committee is not the same as for a marketing manager, a sales team, or a customer service department. It’s key to generate connected data for different stakeholders of a brand—with different dashboards—in a way that facilitates attribution modeling, media mix analyses, and incremental investment testing. [![Visualizing data-driven models to make informed decisions.](/wpe-content/uploads/2023/10/strategic-framework-ai-04.jpg)](/wpe-content/uploads/2023/10/strategic-framework-ai-04.jpg) Visualizing data-driven models to make informed decisions. As we have seen, a phenomenon such as integration has a directly proportional impact on two fundamental variables for marketing work. In a full-funnel approach, our time and strategic analysis capabilities will be greater, and therefore, our efficiency in working with our potential customers and consumers will grow. As we experience [the dawn of AI](/ai-sunrise-series/), the adoption of this new technology—if implemented correctly—has the potential to multiply our capabilities exponentially. --- https://www.dacgroup.com/insights/blog/creative/visual-content-optimization-unlocking-seo-gains-with-images-and-video.md --- title: "Visual content optimization: Unlocking SEO gains with images and video" date: 2024-12-30 published: 2023-10-10 author: "Himadri Patel" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-articles-Banners-6.jpg" categories: - name: "Creative" url: "/insights/blog/creative.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/creative/visual-content-optimization-unlocking-seo-gains-with-images-and-video.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/creative/optimisation-du-contenu-visuel-les-images-et-les-videos-au-service-du-seo.md" de: "https://www.dacgroup.com/de/einblicke/blog/creative/optimierung-visueller-inhalte-mit-bildern-und-videos-erfolge-bei-der-suchmaschinenoptimierung-erzielen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/creative/visual-content-optimization-unlocking-seo-gains-with-images-and-video-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/creative/optimisation-du-contenu-visuel-les-images-et-les-videos-au-service-du-seo-2.md" es: "https://www.dacgroup.com/es/descubre/blog/creative/optimizacion-de-contenido-visual-imagenes-y-videos-para-mejorar-el-seo.md" --- # Visual content optimization: Unlocking SEO gains with images and video Images and videos are an essential part of the online experience, so it’s not surprising to learn that they also play a crucial role in search engine optimization (SEO). In fact, optimizing images and videos on your website can unlock a variety of significant SEO gains, including boosting your site’s visibility, driving increased traffic, and enhancing overall user engagement. With that in mind, let’s take a closer look at why image and video optimization are increasingly essential for [SEO](/services/search-engine-optimization/)—and reveal the steps you can take to use images and videos to your advantage in organic search. ## Why is image and video optimization important for SEO? Search engines such as Google and Bing use algorithms to determine which websites to rank higher in their search results. These algorithms consider a variety of quality signals (on-page, off-page, and no-page), including the relevance of content as well as a website’s user experience (UX) and its overall authority. Now more than ever, image and video optimization is one of the most impactful factors that search engines consider. When images and videos are optimized, search engines can better understand what they are about and how they relate to the content on your site. This, in turn, can help search engines better understand the context of your content, which can help them rank your site higher in search results. For real-life users, optimized images and videos can [improve the user experience on your site](/services/design/) by making your content more accessible, engaging, and easier to understand. ## How to optimize images for SEO 1. **Choose the right file format:** Use JPEG, PNG, or SVG file formats for images on your website. These formats are widely supported by all web browsers and offer good compression without sacrificing image quality. 2. **Compress images:** Large image files can slow down your website’s loading speed, which can hurt your SEO. Compress images to reduce file size and improve loading speed. 3. **Use descriptive filenames:** Use descriptive, relevant keywords in the image filename to help search engines understand what the image is about. 4. **Use alt tags:** Alt tags are used to describe the content of an image to search engines. Use concise, descriptive phrases that accurately describe the image and include relevant keywords. 5. **Use captions:** Captions can help users understand the content of an image and provide additional context. They can also help search engines better understand the content of the image. 6. **Optimize image size:** Make sure to use the appropriate image size for the space where it will be displayed. Oversized images can affect page load times. 7. **Use a sitemap:** Including images in your sitemap can help search engines find and index your images more easily. ## How to optimize videos for SEO 1. **Choose the right video hosting platform:** Use a reliable video hosting platform like YouTube or Vimeo to help increase the visibility of your videos in search results. 2. **Use descriptive titles:** Use descriptive, relevant keywords in the video title to help search engines understand what the video is about. 3. **Write video descriptions:** Write a detailed description of the video content that includes relevant keywords and provides additional context. 4. **Use tags:** Use relevant keywords as tags for the video to help search engines understand the content of the video. 5. **Use captions and transcripts:** Captions and transcripts can help improve the user experience and make your content more accessible. They can also help search engines better understand the content of your video. 6. **Optimize video file size:** Large video files can slow down your website’s loading speed, which can hurt your SEO. Compress videos to reduce file size and improve loading speed. 7. **Use schema markup:** Use schema markup to help search engines understand the context of your video content. Visual content optimization is an essential part of the [fast-changing world of SEO](/blog/podcast-rewind-3-insights-into-seos-radical-reinvention/). By following the tips outlined above, you can improve the visibility of your media content in search results, enhance the user experience on your site, and drive more traffic to your website. Remember to choose the right file format and size, use descriptive filenames and alt tags, add captions and transcripts, optimize file metadata, and use a sitemap to help search engines find your media content. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/how-to-maximize-your-2023-holiday-marketing-strategy.md --- title: "How to maximize your 2023 holiday marketing strategy" date: 2024-12-30 published: 2023-09-27 author: "Felicia DelVecchio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/10/Untitled-design.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/how-to-maximize-your-2023-holiday-marketing-strategy.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/how-to-maximise-your-2023-holiday-marketing-strategy.md" --- # How to maximize your 2023 holiday marketing strategy While it may be too soon to put up festive decorations and play Mariah Carey’s “All I Want for Christmas Is You,” now is the perfect time to kickstart your holiday marketing strategy in a subtle but arguably very loud way. In this blog post, we’ll explore key areas of focus to kick your holiday planning into high gear, supported by trends shared at Google’s recent [Think Retail on Air 2023](https://adsonair.withgoogle.com/events/think-retail-on-air-2023) event. ## It’s never too early to start planning for the holidays Consumers start their holiday shopping research early, which means now is the time to get your content in front of them. If you’re in the retail or e-commerce space, utilizing influencer marketing and content strategies early on can significantly boost your profits during the festive season. By using tactics like paid influencer partnerships, video marketing, connected TV, and social media, you can build awareness of your products now (sans holiday language and creative) to keep your brand top of mind when it comes time to purchase holiday gifts. During the Think Retail on Air event, Google noted that 39% of consumers say that ads they saw in the last month influenced their holiday purchasing decisions. ## Supercharge your media and your business with AI Prepare for the holiday rush by ensuring your inventory is up to date and using tactics like [Local Inventory Ads](/blog/the-local-product-feed-is-now-a-major-ranking-factor-on-google/) to highlight your physical stores. Embrace price and promotional strategies, as now more than ever, consumers are on the lookout for deals during the holiday season. Make the customer journey seamless with products like Performance Max and full-funnel marketing activations. Plan your media strategy to cover the entire customer journey and consider using Smart Bidding and Store Visits to amplify your omnichannel activations. Even if you’re primarily an e-commerce business, don’t skip on including Store Visits in your bidding portfolios. Consumers who shop in-store are more likely to also buy from you online, with greater long-term value than those who do not visit a physical location. ## Don’t sleep on personalization Personalization is key to converting potential customers and bringing your existing customers back. Align your deals with previously viewed and recommended items on your website and in your ad copy and creative assets. Tap into third-party tools for audience insights and [leverage first-party data to enhance the customer experience](/services/data-analytics/). Remember, paid media activations are only half the battle; personalizing your website and ads will take you the other 50% of the way. ## Be prepared for Black Friday and Cyber Monday, but don’t overlook post-holiday shopping While Black Friday and Cyber Monday are important, they only accounted for 7% of total holiday sales in 2022. Supporting through media early and leading up to these key time frames can boost your holiday growth this year. However, post-holiday shopping, especially self-gifting, presents a significant opportunity to grow your customer base and push app downloads to grow loyalty. This will carry momentum into the first quarter and help you avoid the Q1 slump. ## Plan budgets/allocations and forecasting holistically Strategically align your budget throughout the year based on changing consumer behavior and seasonality trends. Consider heavy awareness campaigns in the early fall to keep your brand top of mind. Focus your budget peaks leading up to Black Friday and Cyber Monday. Don’t let up after the holidays, as you could be missing out on high-value conversions and sales. Building retention campaigns post-holiday can alleviate the Q1 slump and maintain momentum. Lastly, don’t forget about [SEO and organic efforts](/services/search-engine-optimization/) during this time. Ensure that your website is content-rich and optimized for functionality. Measure the holistic impact of both paid and organic efforts on your bottom line for true incrementality and ROI. In conclusion, the holiday season offers tremendous opportunities for businesses to boost their sales and engage with customers. By starting your holiday marketing strategy early with awareness media, leveraging AI and personalization, and maintaining a holistic approach to budgeting and analysis, you can set your brand up for success during the most wonderful time of the year. Don’t wait—start planning and activating your holiday marketing strategy now to maximize your bottom line and make this holiday season a memorable one for your business. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/campaign-manager-360-in-2023.md --- title: "Campaign Manager 360" date: 2024-12-30 published: 2023-09-18 author: "Mark Wheatley" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-articles-Banners-4-1.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/campaign-manager-360-in-2023.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/campaign-manager-360-en-2023-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/campaign-manager-360-im-jahr-2023.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/campaign-manager-360-in-2023-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/campaign-manager-360-en-2023.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/campaign-manager-360-en-el-2023.md" --- # Campaign Manager 360 ## Google Marketing Platform The Google Marketing Platform (GMP) is a full stack of applications that can be used together for every level of internet advertising, from building creatives to analyzing performance. Campaign manager 360 (CM360) is an important part of the stack for a few reasons. It is first and foremost an ad-server, which means it can be used to host and serve ads across many different platforms all from one central location. At DAC we typically use CM360 in another way; that is for its extensive reporting capabilities. CM360 is the part of the Google Marketing Platform that hosts “floodlights”, the bits of code that fire whenever a user completes a conversion on your website. The floodlights attribute the conversion to your ad, whether it was a search ad, display ad, video, or other. These floodlights can be used across the whole Google Marketing Platform, from connected TV ads on Display & Video 360 to SEM ads on Search Ads 360, and can even work on platforms outside the stack. Lately, the effectiveness of floodlights has been impacted by the phasing out of cookies by various browsers, raising questions about the continued use of CM360. In this blog, we will explore exactly what CM360 is, how we are using it at DAC, its alternatives, and how it will exist in the future. Let’s get started. ![](/wpe-content/uploads/2023/09/Picture1-300x142.png) ## CM360 at DAC We love CM360 at DAC (especially me), but we don’t always use it as an ad-server. The biggest reason you’ll see CM360 across many of our accounts here is for its ad-tracking capabilities. CM360 can be used to build trackers that can be placed on ads. Any time an ad is clicked, CM360 will record it. That in itself is nothing special, but the benefit comes from *measuring conversions across many different platforms at once*. Say a user [sees my ad on TikTok](/blog/discover-the-power-of-tiktok-advertising-proven-strategies-for-success/) but doesn’t do anything with it. Then later they see a different one of my ads on Facebook, and they click it but don’t purchase anything. Then after a few days they decide they do want to buy my product after all, so they search it on Google and convert through my search ad. I might find that three different platforms are trying to tell me that they were the one responsible for the purchase. Only one conversion happened, but TikTok is reporting one, Facebook is reporting one, and Google is reporting one. If we combine these results directly into a dashboard, we’ll find that we’re over-reporting the number of purchases. Having a centralized platform that can measure all touchpoints and decide where the single purchase should be attributed is very valuable. CM360 can de-duplicate conversions across all platforms and make reporting more reliable. Better data leads to better insights; that’s what I always say. ## CM360 and cookies This system worked very well for many years, but lately it has been less effective. The problem? CM360 relies on cookies to track a user’s journey across platforms. *Cookies*, the things that everyone is trying to get rid of. Many internet browsers have completely eliminated the usage of cookies, including Safari and Firefox in 2018. Google Chrome is currently [the preferred browser of about 64% of internet users](https://backlinko.com/chrome-users#chrome-market-share-worldwide), and it plans to get rid of cookies by the end of 2024. On top of this, Apple’s iOS 14 update came with a switch from the standard opting-out of cookies to a requirement for users to opt-in. A study by Weinlich in November 2022 showed that [the average amount of conversions their campaigns recorded decreased by 12% directly as a result of this change](https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4275103) from opting-out to opting-in. With the removal of the fundamental building blocks of how CM360 does reporting, one must ask the question: Is it a good idea to keep using CM360? The short answer is *yes*. If you’re already bought-in to the Google Marketing Platform products such as CM360, SA360, and DV360, it makes sense to continue using these products. Cookies on Chrome aren’t going anywhere until at least 2024, and it makes sense that Google keeps pushing the timeline back. Unless they had a viable solution to replace the current system, it is unlikely that they would ever dismantle it. In fact, changes are already happening to the way event tracking works on CM360. The [Google Support page for DV360](https://support.google.com/displayvideo/answer/3027419?hl=en&sjid=12167132018938700387-NA#zippy=) explicitly states: “Due to differences in cookie and device ID settings, advertisers may see fluctuations in delivery and performance when cookies or device ID are unavailable. In some situations Campaign Manager 360 and Display & Video 360 use machine learning and historical data to model conversions.” This is basically saying that because some tracking is already not working, Google is predicting who converted through your ads, even though there isn’t direct evidence of that happening. This may sound a little sketchy, but let’s remember that Google is REALLY good at gathering and interpreting data. There is a big difference between fabricating numbers and making highly educated extrapolations from a LOT of data points. That being said, extrapolated data will not be enough model conversions once cookies go away. So, what does the future of CM360 look like? ## The future of the floodlight Search Ads 360 just updated to a new UI. This is another good sign that the Google Marketing Platform is here to stay, but on top of that they have also introduced the same Enhanced Conversions that Google Ads uses. What are Enhanced Conversions? Say you only have search ads running on Google. If a user is logged into their Google account and they click through your ad, Google keeps track of that. If that user later purchases your product, you will likely get some information from them like their email address. You can pass that email back to Google and tell them that the user with that email bought your product. Since Google knows that a person with that email clicked your ad, and now they know they also purchased a product, Google can connect the dots and attribute the purchase to the click on the ad. This is a way of verifying conversions by only using first-party data, even if a user is using a browser that blocks cookies. Of course, this isn’t perfect since it will only work with users that Google can match. ![](/wpe-content/uploads/2023/09/Picture2-300x172.jpg)*Image:* [*Google*](https://support.google.com/sa360/answer/12862935?hl=en) This works great for any ads hosted on a Google site, such as the Google search engine or YouTube. Users are probably signed into their Google account if they’re using those sites. It gets a bit more complicated with display ads. Display ads are pushed out on the Google network of over 3 million sites. Many users visiting these sites will not be signed into Google and will not accept cookies on these sites. How are we supposed to use Click Trackers and Impression Trackers on our ads when they won’t work? There are several answers to this question. I even asked ChatGPT for assistance in answering. Here’s what it said: > Campaign Manager 360 is a conversion tracking system for Google Marketing Platform that [uses cookies to recognize repeat visits from a specific browser](https://support.google.com/campaignmanager/answer/2823644?hl=en). However, cookies are becoming less reliable as [browsers are phasing them out for privacy reasons](https://support.google.com/searchads/answer/7298761?hl=en). This means that some conversions may not be measured directly or accurately by Campaign Manager 360. > > There are some alternatives to cookies that can help with conversion tracking, such as: > > - **Birds from the Privacy Sandbox**: These are Google’s proposals for new web standards that aim to preserve user privacy while enabling ad targeting and measurement. Some of the birds are FLEDGE, FLoC, TURTLEDOVE, and DODO. > > - **Universal IDs**: These are identifiers that are based on hashed email addresses or phone numbers of users who have opted in to share their data. Some examples are Unified ID 2.0, ID5, LiveRamp IdentityLink, and Admixer ID. > - **Data Pools or Data Clean Rooms**: These are platforms that allow advertisers and publishers to share and analyze user data in a secure and privacy-compliant way. Some examples are Google Ads Data Hub, Amazon Marketing Cloud, and InfoSum. > - **User Identity Graphs**: These are databases that map different identifiers (such as cookies, device IDs, email addresses, etc.) to a single user profile. They can help with cross-device and cross-channel attribution. Some examples are Tapad, Drawbridge, and Screen6. > - **Contextual Targeting**: This is a method of targeting ads based on the content and context of a web page, rather than the user’s behavior or profile. It can help with reaching relevant audiences without relying on cookies. Some examples are Peer39, Grapeshot, and GumGum. > - **Fingerprinting**: This is a technique of identifying users based on their browser settings and characteristics, such as IP address, screen resolution, fonts, plugins, etc. It can help with tracking users across sites without cookies, but it is also considered invasive and unreliable. > - **Ways to Store Data on Client-side Without Using Cookies**: These are methods of storing data on the user’s browser without using cookies, such as localStorage, sessionStorage, IndexedDB, Web SQL, etc. They can help with persisting user data across sessions and domains, [but they also have limitations and drawbacks](https://blog.admixer.com/cookie-alternatives/). As you can see, there is no one-size-fits-all solution for conversion tracking without cookies. Each alternative has its own advantages and disadvantages, and some may work better for certain scenarios than others. You may need to experiment with different options and combinations to find the best fit for your goals and needs. These answers are all at least partly accurate where applicable, but our AI friend missed some things. We have already discussed how CM360 is using Modeled Conversions to attribute additional conversions to your ads, but there is another big part of the equation that is on the way. To understand better how CM360 will work in the future, you first need to understand Google Click IDs (also known as “auto-tagging”). Put simply, these are codes that Google automatically appends to your URL when a user clicks on your search ads. For example, a user clicking on a DAC search ad on Google would normally just be directed to *DACgroup.com*. With auto-tagging, this would turn into something like *DACgroup.com?gclid=Tester123#xyz*. This little code can send all the following information and more directly to Google Analytics: - Google Ads account name - Google Ads ad group ID - Google Ads ad group name - Google Ads ad network type - Google Ads customer ID - Google Ads keyword text - Google Ads query And the best part is that setting up auto-tagging on your search ads is as easy as flipping a switch. The important thing to know about Google Click IDs (GCLIDs) is that these codes, or some version of them ([see GBRAID and WBRAID](https://support.google.com/analytics/answer/11367152?hl=en)), will continue to exist after cookies have been deprecated. So, this works with display ads too, right? Wrong. Things are about to get even more complicated (I know, I know, but bear with me). If you’re using auto-tagging already, you may know that it works great, but only if your ads are running through Google, and only if they are search ads. Auto-tagging doesn’t exist for display ads. Yet… ## The CM360 roadmap Below is a screenshot from a webinar held by Learn with GMP ​(Google Marketing Platform, 2023)​. This shows the CM360 platform, and a new integration with Google Analytics (now known as GA4). This functionality does not exist yet, but it is expected to be released later this year. GA4 is a part of the same Google Marketing Platform as CM360 and SA360 (see first picture) so it makes sense that this integration will finally be happening. ![](/wpe-content/uploads/2023/09/Picture3-300x229.png) *Preview of the Google Analytics link expected to arrive in CM360 by the end of 2023**​ (Google Marketing Platform, 2023)​* With this integration, a new parameter called DCLID will automatically be added to your display and video ads. This will push information into GA4 the same way that the GCLID does for your search ads. On top of that, with this GA4-CM360 integration you’ll be able to push GA4 conversion goals directly into CM360 and use them as if they were floodlights. This will make it possible to bid directly on GA4 goals through DV360 and SA360 if desired. Linking GA4 to CM360 will also enable auto-tagging on ALL your ads, which could mean that you no longer need to append UTMs to any of your ads (big win for those of us who still do this with every ad we build). Moving GA4 goals into CM360 will also allow the full reporting power of CM360 against any of these goals as if they were floodlights. This means you will be able to report on features that may not be available in GA4 such as view-through conversions (which are still cookie-based). ## What’s next for the Google Marketing Platform? While the reliance on cookies for tracking user journeys in CM360 poses challenges due to browser restrictions and privacy concerns, the Google Marketing Platform is actively working on alternative solutions. The integration of GA4 with CM360, along with the use of GCLIDs and the introduction of Enhanced Conversions, indicates that GMP is committed to evolving and providing reliable conversion tracking capabilities for a more privacy-conscious future. The Google Marketing Platform isn’t going anywhere. All the platforms in this stack are continually being updated and will just get better with time. We marketers may miss the data goldmine that existed before global data privacy laws, but the future is still looking bright, and we should embrace it with open arms. You can’t fight the future; that’s what I always say. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/ai-for-data-navigating-the-digital-skies.md --- title: "AI for data: Navigating the digital skies" date: 2025-06-16 published: 2023-09-07 author: "Kuhan Puvanesasingham" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/ai-digital-skies-hero.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/ai-for-data-navigating-the-digital-skies-2.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/analytics/lia-au-service-des-donnees-sorienter-dans-le-ciel-numerique-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/analytics/ki-fuer-daten-im-digitalen-universum-zurechtkommen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/analytics/ai-for-data-navigating-the-digital-skies.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/analytics/lia-au-service-des-donnees-sorienter-dans-le-ciel-numerique.md" es: "https://www.dacgroup.com/es/descubre/blog/analytics/ia-para-datos-navegando-por-las-nubes-digitales.md" --- # AI for data: Navigating the digital skies Much like the early days of aviation, when pioneers dared to defy gravity and soar into the unknown, the dawn of artificial intelligence presents a similar blend of wonder and challenge. Just as meticulous engineering and stringent regulations transformed air travel from a daring feat into an indispensable global connector, AI is on a trajectory to become an integral force in our digital landscape. The journey of integrating AI, especially with the recent introduction of data analysis through the ChatGPT plugin [code interpreter](https://openai.com/blog/chatgpt-plugins#code-interpreter), mirrors the evolution of aviation—filled with potential, yet demanding caution and precision. To help ensure data analysis AI achieves its potential and becomes as trusted as modern air travel, we outline some of our recently discovered strategies that help us fly safely through the early trials of AI data analysis. ## Replicate and plan We have taken full deliverables and recreated them using code interpreter to serve as an AI benchmark. Use your project plan to craft prompts that execute on each step. This method will show you how and specifically where the AI makes decisions, and where the AI may fail. Ask the AI to explain its choices or instruct it very specifically to adhere to your past choices. This process will educate your team on how the AI likes to work, but is also a wonderful way of learning by doing. While this may feel slower than doing it without AI, it is an investment in a future workflow that can be scaled. When replicating a regression for a client, our regression analysis was effectively replicated using seven prompts. Here’s a generalized version as an example: 1. Upload data set (with context about what it represents) and request AI to report back on all fields and their formats. 2. Request AI to clean any data, remove outliers, address missing values, and explain the methodology for creating a clean and complete dataset. 3. Apply a linear regression model and check for multicollinearity. Instruct the AI which columns to avoid, and which variables are dependent/independent. After setting up and running the model, provide a detailed summary, highlighting coefficients, significance levels, and other relevant metrics. 4. Compile your findings into a well-organized table. This table will showcase the variables used, their coefficients, and the associated p-values from the regression model. For ease of access and further analysis, make this table available for export as an Excel file. ## An AI intern Think of AI as a diligent intern and use it for lower-risk tasks that you will eventually check and double-check. Assign it tasks with clear instructions, and assume the AI needs as clear instructions as you would give a new intern starting on their first day. Some time-saving tasks that are appropriate for an AI intern include: - Data categorization using NLP libraries - Data cleaning and merging - Text parsing to generate new fields - Handling missing value **Utilize multiple AI platforms:** While the code interpreter plugin is unique, seek methodology and code from various sources, akin to getting a second medical opinion. Use platforms like [Claude.AI](https://claude.ai/login) to cross-check ChatGPT’s suggestions and build confidence in the output. **Enterprise platforms:** ChatGPT’s upcoming enterprise platform, a secure SOC2-compliant solution, promises enhanced trust in AI. It offers an admin console, data safety integrations, a transparent usage dashboard, customizable workflow templates, and advanced data analysis capabilities. Keep an eye out for its launch later this year. Just as jetliners transformed travel, AI holds the potential to revolutionize various sectors. With careful navigation, informed decisions, and a clear vision, [data analysis](/services/data-analytics/) is poised to soar to new heights in the digital realm, promising a future where its trajectory is both purposeful and pioneering. --- https://www.dacgroup.com/insights/blog/local-search/ai-for-reviews-the-power-of-ai-in-reputation-management.md --- title: "AI for reviews: The power of AI in reputation management" date: 2025-06-16 published: 2023-08-30 author: "Kyle Harris" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/ai-for-reviews-the-power-of-ai-in-reputation-management.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/maitriser-les-avis-en-ligne-le-pouvoir-de-lia-en-matiere-de-gestion-de-la-reputation-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/online-bewertungen-meistern-die-bedeutung-von-ki-fuer-das-reputationsmanagement.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/ai-for-reviews-the-power-of-ai-in-reputation-management-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/maitriser-les-avis-en-ligne-le-pouvoir-de-lia-en-matiere-de-gestion-de-la-reputation.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/gestion-de-las-opiniones-en-linea-el-poder-de-la-ia-en-la-gestion-de-su-reputacion.md" --- # AI for reviews: The power of AI in reputation management The online marketplace hinges on customer feedback, creating a need for businesses to harness the value embedded in reviews. With the right approach to online reviews, businesses can improve their rankings, enhance their performance, and build stronger customer relationships. However, the challenges associated with handling multiple locations compound the review management process. The solution lies in the capabilities offered by artificial intelligence (AI). Two-thirds of consumers rely on online reviews when making a purchasing decision, and 91% trust online reviews as much as personal recommendations. These statistics underline the critical importance of not just amassing reviews, but also responding to them. A robust review management system can enhance search engine rankings, bolster customer relationships, and offer a wealth of insights to improve your business performance. ## The multi-location challenge Brands with multiple locations face unique complexities in [managing online reviews](/services/reputation-management/). They need to aggregate, respond to, and analyze reviews across numerous platforms and for different locales. The task of soliciting reviews, crafting personalized responses, and extracting actionable insights on a large scale can seem daunting. ## The AI advantage Enter AI, a potent tool that can transform the way businesses handle online reviews. AI allows companies to circumvent the most common objections in review management. 1. ### Efficient review solicitation Firstly, businesses often argue that it’s too complicated to ask for reviews. AI can streamline this process, helping to construct efficient outreach emails that effectively solicit customer reviews. For example, this AI-generated outreach email focuses on generating reviews about specific aspects of a service: [![AI-generated response to an online review.](/wpe-content/uploads/2023/08/ai-review-response.jpg)](/wpe-content/uploads/2023/08/ai-review-response.jpg) 2. ### Crafting personal responses Secondly, the perceived lack of time and resources to respond to reviews can be mitigated with AI. Platforms like [ChatGPT](/blog/chatgpt-threats-opportunities-and-a-new-challenger-to-google/) can generate responses to reviews, but the DAC approach ensures high-quality outputs. We incorporate intentional brand voice alignment and accuracy in responses, bridging the gap into customer service. Our approach facilitates a swift, one-and-done process, allowing businesses to move on to the next review promptly. We also prioritize security, ensuring your brand and customers are protected. 3. ### Transforming data into insights Thirdly, businesses often feel overwhelmed by the vast amount of review data, believing they lack resources to fully comprehend customer feedback. Here, AI can make a difference. It empowers businesses to [extract insights from large quantities of data with ease](/blog/dashboard-design-in-the-age-of-ai-focusing-vision-through-simplicity/). AI can help identify emerging trends, enabling businesses to react quickly and adapt their strategies in a timely manner. ## The human touch in an AI world Despite the vast potential of AI, the importance of human oversight cannot be overstated. AI can get your business 95% of the way in managing reviews, but the final acceptance of AI-generated responses is crucial. At DAC, we’ve built a hybrid approach that balances the efficiencies of AI with the nuances of human expertise. While AI can provide speed and scale, humans add an element of intuition and adaptability. We ensure that AI-generated responses align with your brand’s voice and values, while our team offers a critical layer of review and refinement. This collaborative effort merges the technological strength of AI with the discerning touch of human interaction, offering an optimal review management solution for your business. While managing online reviews on a large scale can be challenging, AI has opened doors to efficient, personalized, and insightful review management. By marrying the cutting-edge technology of AI with the touch of human expertise, businesses can navigate the intricacies of reputation management. And that just happens to be what DAC does best… GET IN TOUCH --- https://www.dacgroup.com/insights/blog/analytics/humans-or-ai-who-produces-the-best-personas.md --- title: "Humans or AI: Who produces the best personas?" date: 2024-12-30 published: 2023-08-24 author: "Christine DeFazio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-articles-Banners-1-1.jpg" categories: - name: "Proove Analytics" url: "/insights/blog/analytics.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/analytics/humans-or-ai-who-produces-the-best-personas.md" --- # Humans or AI: Who produces the best personas? The practice of creating personas has long been a valuable tool for gaining insights into consumer behavior and preferences. The analysis of a large data stream—coupled with interviews and survey—is an excellent way to establish workable audience profiles. With the[ latest advancements in generative artificial intelligence (AI)](/ai-sunrise-series/), marketers can now use tools that instantly leverage massive amounts of data. This led us to believe that generative AI could be exceptionally well-suited for audience insights. Read on to learn all about our “experiment” to compare generative AI and human-generated personas—the results may surprise you! ## How we used to develop personas Before delving into the AI-driven persona development process, let’s establish a clear understanding of what personas are. Personas are data-informed personifications representing distinct customer segments/audiences based on research, data analysis, and user insights. They go beyond demographic information and aim to capture the motivations, needs, behaviors, and pain points of specific groups within the target audience. Traditionally, creating personas involves gathering data through syndicated data tools, custom surveys, qualitative interviews, and other market research. While these methods provide valuable insights, they can be limited by relatively small sample sizes, time constraints, and an associated cost. The degree of rigor is much less for B2B audiences as they are so much more challenging to get both large and in-depth data to support. In theory, generative AI-powered personas should be as accurate or more accurate than those created by people. With the advent of generative AI, B2B businesses now have access to vast amounts of data from various sources, including social media, [website analytics](/services/data-analytics/), customer feedback, and more. Given this big data, we are hopeful to uncover new opportunities for persona development. ## Our experiment to compare human-crafted and AI-generated personas Earlier this year, DAC was tasked to develop a specific persona, “decision maker looking for IT solutions”, for both the public and private sectors. Given that syndicated tools are limited in B2B capabilities—and typically require custom market research to build robust data sets for B2B personas—we thought it was a unique opportunity to see if generative AI could produce better personas to unlock valuable, actionable B2B insights. Can generative AI come to the rescue? Can it be a knight in shining armor? Can it be a lifeboat? We set out to answer these questions by providing [ChatGPT Plus](/blog/chatgpt-threats-opportunities-and-a-new-challenger-to-google/) with the same type of information we would input into syndicated tools: ![](/wpe-content/uploads/2023/08/show-an-example-of-a-persona-generated-by-DAC-300x126.png) Then we asked ChatGPT Plus a series of questions to give a very precise framework to the answers we were seeking: > Our client is an IT consultancy firm that is looking to reach out to you to sell their services. Here is a list of questions that will help us understand you better: > > - Why do you go to work every day? > - What motivates you at work? > - What are you looking for in a new IT partner? > - How do you learn about new IT partners online and offline? > - Describe your personality at work. > - Describe your decision-making criteria for a new IT partner. > - In 5 years, what role and where do you want to work? > - Who is your man crush? > - What’s your favorite TV show? > - What’s your favorite film? > - What’s your favorite dessert? > - What’s your favorite news source? > - Do you listen to podcasts? If yes, what are your top 5 favorite podcasts? ## Results and learning ChatGPT Plus was able to build a detailed persona, “Alex”, that included demographic information such as the age of his children, overall media consumption, and even his preferred podcast platform. ![](/wpe-content/uploads/2023/08/AI-personas-300x169.png) But when we asked ChatGPT to make distinctions between the public and private sector versions of Alex, the tool seemed to reach the limits of its current capabilities, resulting in repetitive and circular data. ChatGPT Plus is exceptionally good at summarizing, but this strength becomes its weakness in the context of personas. The tool generalizes, mitigating the key differences of each persona and creating stereotypes, which is exactly what personas try to avoid. As a result, we will continue to approach B2B personas with our best-in-class syndicated toolkit and custom market research. This package creates distinctive personas that lay the groundwork for comprehensive, data-informed marketing strategies. ## AI is just one piece of the puzzle Generative AI opens up new possibilities for businesses to gain deeper insights into their target audience, but only if we consider it as one source of information among others, such as syndicated tools, custom market research, social listening, and more. The risk of making it your sole source is that it would generalize and mitigate differences into stereotypes, preventing effective marketing strategies from being developed and implemented. As generative AI continues to advance, persona development will undoubtedly become an indispensable tool for businesses looking to thrive in the age of data-driven decision making. But human interpretation and intuition remain absolutely critical in understanding the nuances of customer behavior. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/creative/dashboard-design-in-the-age-of-ai-focusing-vision-through-simplicity.md --- title: "Dashboard design in the age of AI: Focusing vision through simplicity" date: 2026-10-16 published: 2023-08-22 author: "Kuhan Puvanesasingham" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Proove-blog-post_header-scaled.jpg" categories: - name: "Creative" url: "/insights/blog/creative.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/creative/dashboard-design-in-the-age-of-ai-focusing-vision-through-simplicity.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/creative/la-conception-de-tableaux-de-bord-a-lere-de-lia-la-simplicite-au-service-de-la-vision-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/creative/dashboard-design-im-zeitalter-der-ki-durch-einfachheit-den-ueberblick-behalten.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/creative/la-conception-de-tableaux-de-bord-a-lere-de-lia-la-simplicite-au-service-de-la-vision.md" es: "https://www.dacgroup.com/es/descubre/blog/creative/diseno-de-tableros-de-control-en-la-era-de-la-ia-enfocar-la-vision-a-traves-de-la-simplicidad.md" --- # Dashboard design in the age of AI: Focusing vision through simplicity In the bygone era of horse and carriage, a ‘dashboard’ was the protective structure installed to deflect mud, rocks, and other debris that were dashed up by the hooves of the horses. It served to provide the riders with a clear, unobstructed view of their path. Today, in the digital era, the concept of a dashboard has been adopted by the business world. Much like its original purpose, a business dashboard aims to filter through the endless barrage of information and present only the most critical performance metrics. Now, as we navigate through the age of AI, where bots grapple with unstructured analytical tasks, the design of dashboards must evolve, offering these vital indicators with unparalleled simplicity and clarity. Amid the artificial intelligence revolution, we see bots efficiently addressing complex analyses, allowing our modern dashboards to prioritize on simplicity and clarity. They highlight carefully selected key performance indicators (KPIs), optimize designs for visual pattern recognition, and present clean, uncluttered screens. Interactivity is maintained to facilitate understanding, not to distract the user. Each audience and objective necessitates a unique approach that calls for ruthless simplification. For instance, marketers may focus on tracking engagement, sales teams on monitoring deal progress, and finance departments on visualizing financial vitals. The selection of KPIs requires cross-functional input within a business, helping to distil vast data catalogues into essential elements that align with strategic goals. It’s equally important to decide which metrics to leave out, in order to prevent information overload. Metrics not immediately necessary can be left for AI bots to analyze on demand. Dashboards, with their deliberate designs, can direct focus where it’s most needed. This includes thoughtful layouts, judicious use of color, size , and whitespace. Although drill-down capabilities are necessary, they should be designed to provide insights rather than distractions. Our dashboard design employs a comprehensive 7-step process: ![](/wpe-content/uploads/2023/08/EN-278x300.jpg) This meticulous process results in focused dashboards that enable leaders to cut through the noise and make informed business decisions. In the age of AI, the design of effective dashboards requires a keen focus on simplicity. By carefully curating KPIs, utilizing clean visual designs, and incorporating deliberate interactivity, attention is directed to what truly matters. Amidst the vast sea of data, today’s dashboards surface the crucial few signals, allowing leaders to monitor performance and take decisive action when needed. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/unlocking-insights-industry-benchmarks-for-google-business-profile-metrics-in-2023-3.md --- title: "Unlocking insights: Industry benchmarks for Google Business Profile metrics in 2023" date: 2026-01-09 published: 2023-08-18 author: "Kyle Harris" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/unlocking-insights-industry-benchmarks-for-google-business-profile-metrics-in-2023.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/ouvrez-vos-connaissances-etudes-sectorielles-pour-les-indicateurs-des-profils-google-dentreprise-en-2023-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/unlocking-insights-branchen-benchmarks-fuer-google-business-profile-metrics-im-jahr-2023.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/unlocking-insights-industry-benchmarks-for-google-business-profile-metrics-in-2023-4.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/ouvrez-vos-connaissances-etudes-sectorielles-pour-les-indicateurs-des-profils-google-dentreprise-en-2023.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/descubriendo-informacion-parametros-del-sector-para-las-metricas-del-perfil-de-negocio-de-google-en-2023.md" --- # Unlocking insights: Industry benchmarks for Google Business Profile metrics in 2023 Are we reaching industry standards?” It’s a simple question every business must ask itself, but the answer is often elusive. Whether or not you conduct thorough internal measurements, the lack of competitor data and external points of reference will leave you in the dark. Consider, for example, how a business that outperforms its previous year but underperforms in relation to its closest rival—or the industry-wide average—will almost certainly end up with a skewed sense of success. Armed with a wealth of data covering years of Google updates and glo bal shifts, as well as countless Google listings spanning diverse sectors, DAC is able to collect and decipher crucial industry benchmark data. Dive into our findings below to see how your Google listings stack up against your industry peers. [![](/wpe-content/uploads/2023/08/hyperlink-image_LPM-report_EN-1024x698.png)](https://info.dacgroup.com/hubfs/Case%20Studies/Website%20Downloads/Interactive%20Report_LPM_EN.pdf) --- https://www.dacgroup.com/insights/blog/local-search/unlocking-insights-industry-benchmarks-for-google-business-profile-metrics-in-2023-2.md --- title: "Unlocking insights: Industry benchmarks for Google Business Profile metrics in 2023" date: 2024-12-30 published: 2023-08-18 author: "Kyle Harris" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/header-blog-1_0002_Interactive-Report_LPM_EN-scaled-1.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en --- # Unlocking insights: Industry benchmarks for Google Business Profile metrics in 2023 Are we reaching industry standards?” It’s a simple question every business must ask itself, but the answer is often elusive. Whether or not you conduct thorough internal measurements, the lack of competitor data and external points of reference will leave you in the dark. Consider, for example, how a business that outperforms its previous year but underperforms in relation to its closest rival—or the industry-wide average—will almost certainly end up with a skewed sense of success. Armed with a wealth of data covering years of Google updates and glo bal shifts, as well as countless Google listings spanning diverse sectors, DAC is able to collect and decipher crucial industry benchmark data. Dive into our findings below to see how your Google listings stack up against your industry peers. [![](/wpe-content/uploads/2023/08/hyperlink-image_LPM-report_EN-1024x698.png)](https://info.dacgroup.com/hubfs/Case%20Studies/Website%20Downloads/Interactive%20Report_LPM_EN.pdf) --- https://www.dacgroup.com/insights/blog/strategy/ai-for-content-brand-alignment-in-the-age-of-generative-media.md --- title: "AI for content: Brand alignment in the age of generative media" date: 2025-06-16 published: 2023-08-02 author: "Orli Millstein" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/header-blog-1-scaled.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/ai-for-content-brand-alignment-in-the-age-of-generative-media.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/utiliser-lia-pour-generer-du-contenu-sans-mettre-en-jeu-sa-marque-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/ki-fuer-content-markenausrichtung-im-zeitalter-der-generativen-inhalte.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/ai-for-content-brand-alignment-in-the-age-of-generative-media-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/utiliser-lia-pour-generer-du-contenu-sans-mettre-en-jeu-sa-marque.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/ia-para-contenidos-alineacion-interna-de-la-marca-en-la-era-de-los-medios-generativos.md" --- # AI for content: Brand alignment in the age of generative media With the rise of generative media, DAC’s strategists and creatives can’t help but feel a thrill of excitement imagining the myriad ways this technology could be harnessed to help bring our ideas to life. But mixed in with the excitement is (or should be) a healthy dose of trepidation about the possible pitfalls of creating AI-generated content at scale. It’s a bit like the excitement of standing at the top of a waterfall, eager to dive into the beautiful water below. It’s beautiful, yes, but there could be danger lurking below the water’s surface. Our role as content specialists is to make sure this swan dive doesn’t exact a price we’re unwilling to pay—revolutionizing content creation at the cost of our guiding beacons: brand integrity and alignment. ## What is brand alignment and why does it matter? Brand alignment refers to the strategies and measures implemented to keep all your company’s communications, visuals, and interactions in line with your brand promise and identity. In the age of AI-generated media, brand alignment considerations must now evolve to include training our AI tools to ensure all generated media both aligns with and champions the brand effectively. Once we establish those guardrails, the first thing we start with is a blank piece of paper. No ideas, no copy yet. How will we use AI? Well, we use it for gathering vast amounts of information. We use it for quick visualizations. But really, it comes down to the human mind to come up with that spark and build on it; to find that emotional connection that resonates and connects to the audience. So, let’s take writing a blog post as an example. We would be given a topic by strategy that is of interest to a certain audience. Instead of researching it through multiple sources, we can now use [ChatGPT](/blog/chatgpt-threats-opportunities-and-a-new-challenger-to-google/) and other AI tools to take care of much of the heavy lifting required. Now we only need to fact-check what we want to use, leaving us free to fine-tune the article to the specific interests of the audience (connecting with them emotionally, not with generic copy) and make sure it is on brand. ![](/wpe-content/uploads/2023/07/Writing-blog-post-AI-300x275.png) Source: ChatGPT ## How to steer AI in the right direction When it comes to defining and ensuring brand alignment for a client, strategic and creative functions have to collaborate. Together, they craft the blueprint for the AI to follow. Early generative media outputs have demonstrated that AI can be an extremely enthusiastic and prolific content generator—but without the proper guidance, this abundant output may miss the mark for the brand, instead veering into murky territory. As generative media has become commonplace, many brands are rightly concerned about if content generated by AI can truly serve the same purpose as human-created assets. This is where strategy and creative play a crucial role in guiding the AI and translating nuanced requirements into a language it understands in order to generate the right content and creative. In practical terms, this may look like re-engineering brand guidelines and tone and voice directives into efficient and clear prompts that provide the context and guardrails necessary for the AI to produce useful, on-brand content for clients. And despite evangelists’ more optimistic projections, even the most sophisticated AI is currently no match for human intuition; it’s like expecting a weather app to understand why we feel uplifted on a sunny day. Strategists and creatives add a vital layer of understanding and interpretation to the AI output, adjusting and refining it to safeguard against content that might be technically correct but fails to account for context, nuance, endorsement implied by the proximity of content placement, and evolving social sentiment. ## Thanks for the memories, ChatGPT Many of us have likely spent some time playing around with ChatGPT and other generative media platforms’ capabilities. In doing so, it may have become clear that one current shortfall of these tools is their short memories. If you’ve ever had a long “conversation” with ChatGPT, you may have noticed that, eventually, the AI appears to become forgetful, losing context from the earlier parts of your conversation the longer you chat. This happens because these tools have a finite capacity to retain previously provided context. As you chat longer, the original context you may have provided for your query is being slowly replaced as the AI can only retain a certain number of lines of code as context for its responses. This presents a very real challenge for using AI to generate consistent brand-aligned content and experiences. Without a permanent memory of the brand’s identity and guidelines, how can we trust AI to generate truly brand-aligned content? We may as well write the content ourselves if we can’t trust that the nuances of our tone and voice guidelines—and our client-specific terminology—will be retained and properly applied. This is where DAC is working on a very interesting approach to establishing long-term profile and behavior profiles that can be layered on top of AI’s generative capabilities. With a more permanent and reliable way to impart brand directives to the AI, we can now craft the nuance and context necessary to create repeatable success with generative media. Most recently, we’ve been working to build out a community management behavior that embodies one of our key clients. This will enable us to operationalize our community management playbook and response guidelines to deliver [highly intelligent and brand-aligned responses](/services/reputation-management/) to our client’s social community and followers. ## Preparing for the age of AI It’s clear that AI’s role in generative media will only grow. With it comes capacity to execute content at speeds and scale previously impossible for lean and even midsized content teams. And while there is much excitement around this, there are also legitimate concerns. From where we stand, the key lies in stronger AI governance. As strategists and creatives, we must be ready to take on this challenge head-on—developing and evolving our skills to meet the needs of harnessing this new tool of our trade. With this in mind, we leave you with a challenge: Consider the next piece of content you need to create and challenge yourself to develop it using AI as your craftsman. Build out your brand guidelines, be clear about your directions, and keep refining your prompts until the output is at least as good as a solid final draft. We’d love to hear from you about the challenges and success you experience with this approach! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/paid-media/brand-building-through-digital-media.md --- title: "Brand building through digital media" date: 2026-09-23 published: 2023-07-28 author: "Russell Pirie" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/MicrosoftTeams-image-72.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/brand-building-through-digital-media.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/le-developpement-dune-marque-a-travers-les-medias-numeriques.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/markenaufbau-durch-digitale-medien.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/brand-building-through-digital-media-2.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/creacion-de-marca-a-traves-de-medios-digitales.md" --- # Brand building through digital media On the surface, this may seem like a straight-forward blog topic; write about how marketers are utilizing digital media platforms as part of their brand-building toolkits. But dig a little deeper and it’s easy to see that there’s a bit more to it. There’s another, subtly different interpretation to consider, which is more to do with how the digitisation of communications has affected the way marketers build brands. This post considers both angles: changes in brand behaviour relating to the use of digital media for brand-building purposes, and changes in consumer behaviour enabled by technology—the latter providing essential context for the former. In today’s evolving digital landscape, there are myriad opportunities for brands to connect with their audiences, build meaningful relationships, and forge lasting impressions. All essential qualities for brand-building success. And whilst traditional methods of engagement still have a vital role to play, leveraging the power of digital media has become imperative for any brand looking to thrive in this new era of connectivity. ## A paradigm shift in the brand-consumer relationship Perhaps the most profound and far-reaching impact of the rise of digital media is how it’s transformed the brand-consumer relationship from a one-way monologue to an interactive dialogue. Consumers are no longer passive recipients of brand messages; they have become active participants in the brand-building process. Digital platforms empower individuals to voice their opinions, share experiences, and shape brand narratives. As a result, successful brand building requires an understanding of this paradigm shift, and a willingness to engage with consumers in a more authentic and meaningful manner. However, regardless of the changes or channels, and forgetting the word “digital” for a moment, there are some fundamental principles of brand building that apply universally, and agnostically of the methods of communication chosen. ### 1. Consistency in your brand strategy and identity At the core of any brand-building exercise lies a [strong and well-defined brand identity and a brand strategy for delivering it](/services/strategic-insights/). This includes elements such as your brand’s mission, vision, values, and personality, as well as a coherent and coordinated plan of action for delivering it consistently across all aspects of brand communication. In the digital realm, this involves crafting a compelling and consistent narrative that resonates with your audience, incorporating your brand’s core values into your content, and infusing your digital presence with the personality and positioning that sets your brand apart. However, a word of caution here: notwithstanding the clear differences between “digital” and “traditional” communications channels in terms of the audience behaviours that set them apart, the “digital” classification doesn’t warrant a separate “digital strategy”. Not for brand building nor any other objective for that matter. Brand building is about creating and reinforcing memory structures. Consistency is the key word here. After all, the consumer doesn’t see the difference between “online” and “offline” media or “digital” vs. “traditional” or “brand” vs. “performance” or any other of the false boundaries that we love to create within our industry. All they see is one single, connected, and (hopefully) seamless brand experience. Therefore, successful brand building requires a holistic approach that eschews false boundaries and specialist silos, delivers a consistent brand narrative throughout the entire end-to-end customer journey, and mirrors the way consumers think and act in the real world. ![](/wpe-content/uploads/2023/07/Social-media-300x150.png) ### 2. Understanding your target audience A deep understanding of your target audience is essential for successful brand building and a critical component of brand strategy. You need to identify their needs, preferences, behaviours, and aspirations alongside a thorough diagnosis of market dynamics and the major influences of brand choice in the category. Digital media offers unparalleled opportunities for audience research and insights. Through social media listening, analytics tools, and online surveys, you can gather valuable data to formulate a much more detailed profile of your target audience that, in turn, informs your brand strategy. Leveraging this granular-level data enables brands to [tailor their digital communications to resonate with their target audience](/services/content-strategy/), ensuring that their messaging is relevant, personalized, and impactful. At a tactical level, digital media offers clear benefits and advantages over traditional channels in the way brands are able to connect with their audiences. ## Crafting compelling content and storytelling In the digital age, content reigns supreme. Brands must curate compelling and authentic content that cuts through the noise and captures the attention of their audience. By adopting a storytelling approach, brands can connect with consumers on a deeper, emotional level, transcending the transactional nature of traditional advertising. Digital media platforms offer a multitude of avenues for sharing your brand story, from blog posts and videos to social media posts and podcasts. Through compelling content and storytelling, brands can convey their brand’s values, purpose, and unique selling proposition across an array of consumer touchpoints, forging a genuine connection with their audience. ## Building authentic relationships through social media Social media has revolutionized the way brands and consumers interact, offering a direct line of communication and the opportunity to build authentic relationships. Facebook, Instagram, Twitter, and LinkedIn have transcended their initial purpose of connecting people and have emerged as powerful channels for brands to engage with their audiences, with many other platforms joining the line-up. These platforms enable brands to build communities, share their values, and create emotional connections that resonate with consumers, as well as engage in conversations, respond to feedback, and provide customer support in real-time. By adopting a human-centric approach and actively listening and responding to their audiences, and being transparent and authentic in their interactions, brands can foster trust and loyalty among their followers. Both essential ingredients for brand-building success. ![](/wpe-content/uploads/2023/07/influencers-300x150.png) ## Harnessing the power of influencer marketing There’s little doubt that influencer marketing—and more recently [micro influencer marketing](/blog/what-does-the-rise-of-micro-influencers-tell-us-about-the-importance-of-local-marketing/)—has emerged as a powerful tool in the digital age. Collaborating with influencers who align with a brand’s values and have a genuine connection with their audience can lead to organic and impactful brand advocacy. By leveraging the trust influencers have cultivated with their followers, brands can tap into new audiences, boost brand awareness, and drive conversions. However, it’s important for brands to prioritize authenticity over vanity metrics when selecting influencers, as genuine engagement is the key to success in this realm. ## Leveraging data for personalization and optimization One of the main powers of digital media is that it provides an abundance of data that can be leveraged to optimize campaign performance. This is as relevant to brand-building efforts as it is to performance-related objectives as it relates directly to the earlier point around the importance of delivering a consistent and connected brand experience for the customer. By [analyzing data on consumer behaviour, preferences and engagement](/services/analytics-and-marketing-science-services/) , brands can optimize the impact of their digital brand-building activities ensuring that, wherever possible, communications are targeted, personalized, and aligned with the evolving needs and expectations of audiences at each stage of the customer journey. ## Limitations and the “attention economy” However, despite its many advantages, there are also a few notable limitations that put into question the overall suitability of digital media as a brand-building vehicle—not least the comparatively low exposure time for digital media placements. There’s been a lot written about the “attention economy” over the past few years, with numerous studies showing that ad content that can hold a viewer’s attention for longer leads to greater engagement, enhanced brand recall, improved trust with the consumer, and, ultimately, more sales. In one such study, [linear TV ads were found to catch almost 14 seconds of average “eyes-on” attention](https://lumen-research.com/blog/why-does-anyone-still-advertise-on-tv/). In contrast, digital display and social media ads failed to break the two-second mark. Separate research by [Amplified Intelligence](https://www.amplifiedintelligence.com.au/), a company at the forefront of quantifying the importance of attention in advertising, suggests ads need to reach at least 2.5 seconds of attention to even begin building the necessary memory structures for brand-building. So, when it comes to the level of attention consumers pay to ads, it would seem most digital channels are a lot weaker than linear TV, to the extent that some are borderline ill-suited to brand building altogether. Conversely, according to new data from [Marketing Week’s Language of Effectiveness survey](https://www.marketingweek.com/the-language-of-effectiveness/), digital media is considered more effective at building brands than offline media by the vast majority of the 1,300 brand-side marketers surveyed. “Overall reach”, “quality of reach”, “precision targeting capabilities”, and “ease of measurement” were cited by respondents as key drivers of increased investment in digital. ## The answer is to ask the right questions There’s little doubt that digital media has had a profound and far-reaching impact on the way brands engage with their audiences and has established its credentials in the brand-building space alongside traditional channels. Both have their advantages and their limitations. The conversation as to which “side” is better at delivering brand-building effectiveness will rage on, but is one that, in my opinion, is entirely missing the point. The real insight (and recommendation) out of all of this is, of course, “different strokes for different folks”. As with many other media comparison discussions, there is no one-size-fits-all solution that can be applied to all brands in any and every situation. Is digital superior to traditional media at building brands? The answer is that it depends. The real, and far more appropriate (and useful) question, is: “Which channels and tactics, digital and/or traditional, are best-suited to my individual brand, my particular category, and my specific strategy?” Chances are it’ll be a combination of both. Regardless of which channels you use, be it linear TV or Instagram, by far the most important thing is to deliver a consistent, connected, and holistic brand experience for the consumer that combines to build and sustain a level of brand equity/salience that exceeds that of your competitors. If you can do that, you’re winning! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/ai-for-search-everything-thats-changed-so-far-and-where-to-go-from-here.md --- title: "AI for search: Everything that’s changed (so far) and where to go from here" date: 2026-01-12 published: 2023-07-12 author: "Jenna Watson" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/08/ai-for-search-header-26.png" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/ai-for-search-everything-thats-changed-so-far-and-where-to-go-from-here.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/impact-de-lia-sur-le-sem-et-le-seo-ce-qui-a-change-jusquici-et-ce-quil-faut-faire-maintenant.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/ki-fur-search-alles-was-sich-bisher-verandert-hat-und-wohin-die-zukunft-gehen-wird.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/ai-for-search-everything-thats-changed-so-far-and-where-to-go-from-here-4.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/impact-de-lia-sur-le-search-ce-qui-a-change-jusquici-et-les-actions-a-prendre-maintenant.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/ia-para-las-busquedas-todo-lo-que-ha-cambiado-hasta-ahora-y-hacia-donde-nos-dirigimos.md" --- # AI for search: Everything that’s changed (so far) and where to go from here AI, AI, AI, AI. It’s THE topic that has captured the world’s attention. From watercooler conversations to industry conferences, we simply can’t stop talking about the remarkable advancements in artificial intelligence. In this blog article, we will delve more specifically into AI’s transformative impact on paid and organic search—and what it means for you as a marketer. ## A recent history of AI [AI’s rise has been nothing short of meteoric over the last few months](https://inside-the-funnel.captivate.fm/episode/ai-sunrise-series-mount-the-hype-cycle). So, let’s start with a little context in the form of a short timeline highlighting the recent changes in AI: - November 30, 2022: ChatGPT (GPT3.5) released to the public for free. - February 7, 2023: Microsoft announces the addition of ChatGPT functionality to its Bing search engine. - March 14, 2023: [ChatGPT 4 is released](/blog/chatgpt-threats-opportunities-and-a-new-challenger-to-google/) and made publicly available as the fee-based “ChatGPT Plus”. - Key improvements include multimodality (images and videos, not just text), larger token limit, and improvements in comprehension as well as advanced reasoning/problem solving. - March 21, 2023: Google releases BARD (powered by PaLM) through a waitlist invitation. - May 10, 2023: Google announces PaLM 2, promising lightweight, on-device LLM (large language model) capabilities, and teases Gemini. - May 25, 2023: Google begins a limited rollout of its PaLM 2-enabled SGE (Search Generative Experience). [![Graphic showing the rising number of "AI" mentions on earnings calls in 2022/2023.](/wpe-content/uploads/2023/07/01-AI-mentions-on-earnings-calls.jpg)](/wpe-content/uploads/2023/07/01-AI-mentions-on-earnings-calls.jpg) Image: [@Barchart](https://twitter.com/Barchart/status/1652525357772292101) Despite the hype, AI has been a part of our lives for a significant period. Neural networks and large language models have been evolving over time. Transformer, developed by Google, stands as a foundational LLM, serving as the backbone for various AI applications, including ChatGPT. In the field of SEM, AI has long been employed, forming the basis of how modern search functions operate, utilizing machine learning techniques for functionalities such as Smart Bidding, In-Market and Affinity audience targeting, and responsive search ads, as a few examples. ## How AI applies to paid search: What’s new? The future of search is undergoing a transformative shift towards conversational search, bringing about exciting possibilities for marketers and advertisers. With advancements in AI, campaign and ad creation is set to be streamlined and driven by intelligent algorithms. Prepare for a paradigm shift with more “black-box” campaigns that seamlessly span across multiple screens, such as Google’s Performance Max (Pmax). These campaigns will be audience-focused rather than tactic-based, harnessing the power of AI and automation. Moreover, asset creation will become more accessible than ever before. From text ads to image ads, videos to product feeds, AI will simplify the process, empowering advertisers to create compelling content across various formats. When it comes to incorporating chat, Microsoft/Bing was first. Therefore, it’s worth contemplating adding incremental budget to Bing in order to tap into the growing audience that Bing is acquiring through the integration of chat. By increasing their budgets, advertisers can extend their reach and engage with this new audience. To maximize the likelihood of ads appearing, it is recommended to utilize multi-media ad types and leverage automation. By incorporating visually appealing and dynamic elements into ad creatives, advertisers can capture the attention of users within the chat-driven Bing environment. However, it’s important to note that there is currently no ability to create separate campaigns for “regular” search vs. chat-based search, nor any separate reporting. But, of course, Google is catching up. Here are some of the latest announcements about AI on the Google side: 1. **Conversational campaign set-up in Google Ads** (coming soon) to generate keywords and ad assets based on your conversational inputs with Google Ads.[![The new "conversational experience" in Google Ads.](/wpe-content/uploads/2023/07/02-Ad-group-setup.jpg)](/wpe-content/uploads/2023/07/02-Ad-group-setup.jpg) Image: [Google](https://support.google.com/google-ads/answer/13602916?sjid=13936494641666008238-NA) 2. **Search Generative Experience (SGE)**, which is the inclusion of chat in Search, similar to Bing; currently only available via Search Labs in the US. - SGE remembers context, so as you continue your conversation in search, it will remember what you “chatted about” previously and layer that into its responses. - Ads will be integrated natively within the search experience. The SERP layout will continue to change, as Google will be performing multiple experiments on this based on user data from Search Labs, etc. However, they confirmed that ads will continue to appear in dedicated ad slots, and that they are “[committed to continue sending valuable traffic to sites across the web](https://blog.google/products/search/generative-ai-search/).” - However, much like Bing, the same lack of performance data will apply. At the beginning, at least, you won’t be able to separate campaigns for “regular search” vs. “chat search”, nor will separate reporting be available.[![Google's new Search Generative Experience (SGE).](/wpe-content/uploads/2023/07/03-SGE.jpg)](/wpe-content/uploads/2023/07/03-SGE.jpg) Image: [Google](https://support.google.com/google-ads/answer/13598798?sjid=810165578583332084-NA) 3. **Shopping Ads will take even more prominence than before** in the new Search Generative Experience. Driven by Google’s Shopping Graph, in the examples above and below, you can see that Shopping Ads in SGE appear significantly more robust than they do today, with additional text information in a larger format. 4. **Performance Max** is definitely a hot topic at Google. Driven by AI, this advertising solution operates with a high level of automation and limited control, resembling a “black box” in terms of management. It spans across multiple screens and ad types, prioritizing audience targeting over specific ad formats or placements. Google’s emphasis on AI signaling is evident, as seen in the transition from Local Campaigns to Performance Max. This shift aligns with the trend towards more automation observed over the past few years, such as the [sunsetting of ETAs in favor of Responsive Search Ads (RSAs)](/blog/googles-quiet-move-responsive-search-ads-are-now-the-default-format/). While it remains speculative, a similar transition for Smart Shopping campaigns into Performance Max seems plausible, given Google’s trajectory. Although no guarantees can be made, these developments reflect Google’s ongoing commitment to leveraging AI and automation in advertising strategies. - Similar to Google Ads campaign creation using AI, this type of conversational campaign creation element will also be available in Pmax.[![Setting up a new Google Performance Max campaign.](/wpe-content/uploads/2023/07/04-Pmax.gif)](/wpe-content/uploads/2023/07/04-Pmax.gif) GIF: [Google](https://support.google.com/google-ads/answer/13602916?sjid=810165578583332084-NA) - New optimization goals/bidding strategies based on customer value will be available in Pmax (currently in beta), allowing advertisers to bid more for high-value customers (new customer acquisition) or lapsed customers they want to entice to come back.[![High-value new customer acquisition in Google Performance Max.](/wpe-content/uploads/2023/07/05-High-value-scaled.jpg)](/wpe-content/uploads/2023/07/05-High-value-scaled.jpg) Image: [Google](https://www.youtube.com/watch?v=YABXDRNceFI) - Perhaps most interestingly, this new inclusion of AI in Pmax will also automatically generate ad assets based on your site’s URL. It’ll write product headlines and descriptions, and will even pull recommended imagery for image-based ads. 5. **Google Merchant Center Next will be a HUGE step up from the current Merchant Center experience**. It’s already being rolled out, and will be fully rolled out in 2024. One of the biggest changes is that rather than submitting a (hopefully well-optimized) product feed to Merchant Center, it will be able to pull the information directly from your site and, using AI, format that into the required fields. This is especially beneficial for brands that have struggled to create store-level feeds for Local Inventory Ads (LIAs) because, as long as local availability is housed on the website, Merchant Center Next will be able to create local feeds as well. This auto-create feature can be turned on or off within Merchant Center Next.[![Google Merchant Center Next.](/wpe-content/uploads/2023/07/06-Merchant-Center-Next-1.jpg)](/wpe-content/uploads/2023/07/06-Merchant-Center-Next-1.jpg) Image: [Google](https://blog.google/products/shopping/google-product-studio-generative-ai-product-photos/)Another great feature in Merchant Center Next is the **integrated Product Studio**. Product Studio uses generative AI to create and edit product imagery for ad assets. This uses text-to-image functionality, meaning you type the image you want and AI will spin it up.[![Google's new integrated Product Studio.](/wpe-content/uploads/2023/07/07-Product-images.gif)](/wpe-content/uploads/2023/07/07-Product-images.gif) Image: [Google](https://blog.google/products/shopping/google-product-studio-generative-ai-product-photos/) 6. **You will be able to using AI to reformat videos**. Given the variety of ways users watch video on YouTube (mobile, computer, TV screen), it’s important to have video assets that can be formatted to go cross-screen. With the new AI-powered tools in YouTube, you can reformat a horizontal video into vertical and square formats, so your video can reach more people across screens.[![Reformatting video from landscape to portrait in YouTube.](/wpe-content/uploads/2023/07/08-Reformat-video.jpg)](/wpe-content/uploads/2023/07/08-Reformat-video.jpg) Image: [Google](https://support.google.com/google-ads/answer/13603926?sjid=810165578583332084-NA)Google has helpfully provided an [AI Essentials checklist](https://support.google.com/google-ads/answer/13580022?hl=en#zippy=%2Cget-ready-with-the-right-foundation%2Ctake-action-to-maximize-results-with-ai-powered-campaigns%2Cshift-mindsets-to-set-your-org-up-for-success), which includes a huge callout for Google Analytics 4 implementation. Significant measurement improvements, including some new privacy-focused ads measurement, will require [Google Analytics 4 (GA4)](https://adage.com/article/digital-marketing-ad-tech-news/why-web-analytics-poised-embrace-googles-ga4-platform/2428681). ## How AI applies to SEO: What’s new? In today’s ever-evolving digital landscape, it’s evident that relying on traditional SEO practices is no longer sufficient. The dynamics of search have significantly changed, influenced by four key factors: monetization, localization, visualization, and zero-clickification. 1. **Monetization** has become a crucial aspect as search engines increasingly prioritize revenue generation, impacting search results and advertising placements. 2. **Localization** plays a vital role, with search engines emphasizing personalized and location-based results tailored to individual users. 3. **Visualization** has gained prominence, with rich media content, images, and videos playing a significant role in search rankings and user engagement. 4. The rise of **zero-clickification**, where users find answers directly on search engine results pages, has altered the traditional click-through patterns. Given the new Search Generative Experience SERP format being trialed by Google now, and Bing’s inclusion of chat, we do expect that pressure on organic/SEO traffic will continue YoY as ad placements take up incremental real estate on the SERP. In a similar vein, real estate professionals and homeowners are increasingly reliant on digital tools to gauge property values. For those wondering about the “[most accurate home value estimator](https://exprealty.com/guides/home-value-estimator-the-free-way-to-find-out-what-your-home-is-actually-worth/),” it’s essential to consider multiple approaches. Online tools like Zillow’s Zestimate, Redfin’s Estimate, and Realtor.com’s Home Value Estimator provide quick and convenient estimates. However, for the most precise assessment, consulting a professional real estate appraiser or agent who can evaluate unique property features and local market conditions is recommended. So, what does it take to win in search in 2023? We’ll leave you with three key takeaways: 1. ### Foster collaboration between all teams and functions From [content strategy](/services/content-strategy/) and [SEM](/services/search-engine-marketing/) to [local listings management](/services/local-presence-management/listings-management/), [web development](/services/web-development/), content creation, [SEO](/services/search-engine-optimization/), [reputation management](/services/reputation-management/), UX, [design](/services/design/), and [data analytics](/services/data-analytics/), each aspect plays a vital role in shaping a robust online presence. By fostering collaboration and synergy among these teams, businesses can optimize their search strategy holistically, ensuring cohesive messaging, seamless user experiences, and data-driven decision-making. 2. ### Optimize for all types of high-value content from now on Google has already begun including images and videos in organic search results, indicating a growing trend towards incorporating various visual content types. As Google continues to innovate, we can expect this expansion to encompass other forms of visual content as well. To stay ahead, businesses must prioritize optimizing and leveraging all relevant content types to enhance their online presence and engage users effectively. 3. Measure and forecast based on the total SERPInstead of focusing on separate goals, budgets, and measurements for SEM, SEO, and local search, it is crucial to adopt a holistic view. By considering the total SERP (search engine results page), businesses can gain a comprehensive understanding of their digital presence and make more informed strategic decisions. This approach allows for a unified measurement framework that captures the interconnected nature of search and helps businesses adapt and optimize effectively in the changing landscape. Are you looking to delve deeper into the subject or need assistance in harnessing the full potential of AI for your SEM campaigns and SEO optimizations? Get in touch with us! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/why-googles-video-verification-process-is-a-huge-headache-for-legitimate-businesses.md --- title: "Why Google’s video verification process is a huge headache for legitimate businesses" date: 2026-01-09 published: 2023-07-05 author: "Kyle Harris" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Untitled-design-4.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/why-googles-video-verification-process-is-a-huge-headache-for-legitimate-businesses.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/le-processus-de-verification-video-de-google-un-veritable-casse-tete-pour-les-entreprises-legitimes-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/warum-der-video-verifizierungsprozess-von-google-fuer-serioese-unternehmen-ein-grosses-problem-darstellt.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/why-googles-video-verification-process-is-a-huge-headache-for-legitimate-businesses-3.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/le-processus-de-verification-video-de-google-un-veritable-casse-tete-pour-les-entreprises-legitimes.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/por-que-el-proceso-de-verificacion-con-video-de-google-es-un-gran-inconveniente-para-las-empresas-legitimas.md" --- # Why Google’s video verification process is a huge headache for legitimate businesses [Report](https://support.google.com/business/thread/207020649/business-verification-video-for-service-area-business-not-fixed-location?hl=en) after [report](https://support.google.com/business/thread/222323588) is coming in that many businesses—especially service area business—are unable to verify themselves on Google. It doesn’t matter if you’re a standalone store or one of many locations of an enterprise, Google seems to be making its business-verification process as frustrating as possible. The worst part is that this aggravating process appears to be an intentional feature and not a bug. ## Which businesses are impacted by this issue? Verification on Google is essential to not only give the business owner full control over their listings but to nurture trust among users and customers. An unverified business listing often looks like spam, and that may in fact be Google’s plan. Service area businesses, meaning those that don’t have a designated office and instead visit customers to provide a service—such as plumbers and locksmiths—are the ones most often impacted by Google’s verification rejections. ![An unverified Google My Business (GMB) listing for a garage door repair company.](/wpe-content/uploads/2023/06/gmb-unverified-listing.jpg) *An unverified Google My Business (GMB) listing, most likely spam.* The key insight to note is that [service area business are also most likely to have to contend with listings spam](/blog/instantly-boost-your-google-my-business-rankings-by-removing-spam/). Fake listings pop up constantly for these types of businesses, using black hat SEO to outrank legitimate businesses and “steal” leads that they can subsequently sell back to actual service providers. In an attempt to curb this well-known type of search engine spam, Google is trying to make verification an insurmountable obstacle for fake businesses—and unintentionally inducing rage for real ones. ## How does Google’s verification process work? Businesses on Google can verify their listings in several ways. Postcards can be sent to a physical address; phone calls or texts can be sent to the listed business number; or a business can go through video verification, which requires footage of its service vehicle, business license, street view, and equipment, all captured within a certain timeframe upon Google’s request. The search giant is imposing video verification on almost all service area businesses, forcing them to follow the most onerous method of the three. And even if businesses follow Google’s instructions meticulously and provide everything that would get a non-service business verified, Google may still reject them. Service area businesses have been known to go through the process dozens of times, with the final, successful attempt being virtually identical to the first. ![Google's video verification process instructions for Google My Business (GMB).](/wpe-content/uploads/2023/06/google-video-verification.jpg)In its current form, the video verification process is an absurdity that prevents businesses from accessing [Google Business Profile (GBP)](/services/local-presence-management/google-business-profile-management/) ’s full functionality. But that might be the entire point: Spammers are unlikely to endure the hassle, giving up when their fake listings fall short of Google’s standards. Legitimate businesses, however, are the ones facing the real challenge, especially when they don’t have the option to submit pre-recorded videos or submit the same types of video verification on each attempt. So, although Google plans on frustrating spammers until they give up, real businesses don’t have that option. ## Next steps for impacted businesses Many businesses are left wondering if there’s anything else they can do to prove to Google that they’re not malicious spammers. The unfortunate answer is that there doesn’t seem to be any way to appease the search engine other than jumping through these hoops over and over. It doesn’t matter if you manage one listing or a thousand, and it doesn’t matter which Google Partner you verify your businesses with—the frustration is the point, and you must go through it to help Google combat its own spam. Google caught only 20% of all the spam on its platform in 2022. With the introduction of [ChatGPT and other AI models](/ai-sunrise-series/), that number looks likely to be even lower in 2023. But rather than trying to counteract spam automatically and across its entire platform, Google is choosing to target specific spam-impacted areas and revert to the manual processes once used to add information to the directory. In other words, the Kafkaesque misery that businesses must go through to get their listings verified is a necessary evil. Spambots don’t get annoyed at tedious work, but they will fail seemingly random and arbitrary restrictions like Google’s. For now, service area businesses have no other choice but to persist with a verification process that usually results in multiple inexplicable rejections. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/internal-site-search-engine-optimization-the-treasure-right-under-our-noses.md --- title: "Internal site search engine optimization: The treasure right under our noses" date: 2024-12-30 published: 2023-06-30 author: "Jane Sanderson" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Banner-Internal-site-search-engine-optimization_EN-1.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en --- # Internal site search engine optimization: The treasure right under our noses Although the phrase “knowledge is power” was likely coined by Sir Francis Bacon way back in 1597, it has been repeated in the writings of many throughout history and continues to resonate today—especially at Google. Since the search giant’s inception in 1999, the people behind it have been gaining knowledge about humanity, usually without even asking. By spending billions on developing a search engine, Google has become the arena where we share our hopes, fears, curiosity, and desires more than we do with each other. With this user input, Google has built an empire of services—Google Maps, Google News, self-driving cars, YouTube, Shopping, AI, Gmail, Google Docs, and more—that evolves daily to satisfy the needs and wants of literally billions of people. But this blog post isn’t about Google, which is by no means the only treasure trove of information. ## The inevitable rise of internal search engines Internal search engines are important tools for users who have difficulty navigating a site’s IA (information architecture), whether they’re looking for older content or tracking down content that has no obvious path. According to Forrester research, [up to 43% of users will attempt to find products or content using the site search](https://www.forrester.com/report/MustHave-eCommerce-Features/RES89561). Unfortunately, unlike Google, most internal search engines tend to be hastily set up, not sufficiently tested, and subsequently underutilized. As a result, site search engine results are not helpful, which can result in users either avoiding them entirely, using Google to navigate the site instead, or switching to a Google alternative. This is a major missed opportunity. ![](/wpe-content/uploads/2023/06/Internal-site-search-engine-optimization-300x150.png) While SEOs spend most of their time focusing on [analyzing user data from the major search engines like Google and Bing](/services/search-engine-optimization/), they should also use these skills on sites’ internal search engines. If set up correctly, the internal search engine can provide a wealth of information about the customers and users on any given website, such as: - Customer language (terminology used) - Customer needs, pain points, frustrations (FAQs) - Navigational issues (frequently searched content that should be easier to find) - Site content gaps (users seeking content that doesn’t exist yet) - Do users find the results useful? - Which topics are most frequently inquired about? This data should be pulled and analyzed on a yearly basis to monitor trends, user behavior, and changing needs—this user data will help drive site changes and support business decisions. In addition to these gems, SEOs can test the search engine and work with developers to adjust the search engine algorithm in order to make the results more user-friendly and accurate, help reduce user frustration, and drive more traffic internally. ## How to set up your internal site search for success 1. Set up an easily accessible internal search engine on your website 2. Have your analytics team set up tracking (in Google Analytics, for example) 3. Allow time for users to interact with the search engine 4. Have your SEOs and [content strategists](/services/content-strategy/) review and analyze the data 5. Listen to your experts’ recommendations for search engine improvements, including algorithm changes to surface better results 6. Implement improvements 7. Measure results 8. Repeat annually Though making strides to improve your internal search engine may not result in building a Google-like empire, adopting the search giant’s philosophy to improve user experience when using the search engine will reveal how your users want to interact with your website and business. That’s all the information you need to build a better website and drive more conversions. Not sure where to start? Schedule a friendly chat with our SEO experts and begin to unlock the considerable potential of your internal search engine. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/livestreaming-e-commerce-in-north-america-opportunities-and-challenges.md --- title: "Livestreaming e-commerce in North America: Opportunities and challenges" date: 2024-12-30 published: 2023-06-29 author: "Lisa Tan" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Banner-Live-Streaming-Ecommerce-blog-article-article.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en --- # Livestreaming e-commerce in North America: Opportunities and challenges In recent years, livestreaming ecommerce has become an increasingly popular trend in North America, with retailers and influencers using social media platforms to showcase and sell products in real time. This trend has been driven by the growing popularity of social media platforms, the increasing demand for online shopping, and the desire for more engaging and interactive shopping experiences. Livestreaming ecommerce in North America first began to gain traction around 2018-2019, with platforms like Amazon Live, Facebook Live, Instagram Live, and YouTube Live becoming popular venues for retailers and influencers to showcase and sell products. Since then, a number of dedicated live commerce platforms have emerged, such as Alibaba’s Taobao Live and US-based startups like Popshop Live and Talkshoplive. According to Statista, [livestream ecommerce sales in the US reached over $17 billion in 2022](https://www.statista.com/statistics/1276120/livestream-e-commerce-sales-united-states/) and are expected to triple by 2026. Over 31% of shoppers also said that live commerce enabled them to make more informed shopping decisions, while access to special discounts was the highest perceived benefit. Interactivity is the key ingredient to success in the livestreaming ecommerce space, for both customers and brands. From the brand’s perspective, having the ability to [closely track the customer journey](/blog/futureproofing-your-customer-journey-tracking/)—from initial product awareness to final purchase—enables sophisticated marketing teams to create targeted promotions, including one-off coupons, giveaways, and timed offers that drive conversions and increase sales. Additionally, digitally native brands can leverage their live commerce platforms to set themselves apart from competitors in the crowded ecommerce market. While livestreaming ecommerce has the potential to unlock many benefits, it is also important to anticipate and navigate various challenges and obstacles in order to achieve success. ## 1. Technical difficulties One of the key challenges is the technological gap between the US and China, where livestreaming ecommerce is more established and integrated into everyday life. In China, platforms like Alibaba’s Taobao Live and Kuaishou have been hugely successful in driving sales and building brand awareness through livestreaming ecommerce, in part due to the advanced technology and infrastructure available. North Americans have returned to in-person shopping after the pandemic, and, unlike in China, Western social media apps don’t have as many built-in payment features. ## 2. Lack of charismatic talent Livestreaming ecommerce in North America has yet to produce the kind of charismatic influencers and personalities that have been so successful in China and other markets. Finding talent with the ability to engage and convert audiences is crucial to success in this space. ![](/wpe-content/uploads/2023/06/11-300x150.png) Retailers need to be creative in their approach to livestreaming and focus on creating engaging content that resonates with their target audience. This might involve [collaborating with influencers](/blog/what-does-the-rise-of-micro-influencers-tell-us-about-the-importance-of-local-marketing/) or brands, offering exclusive products or promotions, or leveraging the latest technology to create innovative and interactive live stream experiences. ## 3. Logistics and fulfillment Unlike traditional ecommerce, where customers place orders online and receive products through the mail, livestreaming ecommerce often involves selling products directly through the live stream. This can present a lot of logistical challenges, such as managing inventory, processing payments, and shipping products to customers. To overcome these challenges, retailers need to have strong logistics and fulfillment systems in place. This might involve partnering with third-party logistics providers or investing in their own warehousing and distribution infrastructure. In addition, retailers need to be able to process payments quickly and efficiently and have robust customer service processes in place to handle any issues that arise during the fulfillment process. ## 4. Competition from established platforms While there are some dedicated live commerce platforms available, established social media platforms like Facebook, Instagram, and TikTok are also investing heavily in live commerce features. This can make it difficult for new players to gain traction and compete effectively in the market. To conquer these difficulties, retailers and influencers need to focus on building strong brand identities and cultivating engaged and loyal audiences. By offering unique and innovative content and [building relationships with customers](/services/customer-relationship-management/), retailers can differentiate themselves from competitors and attract a dedicated following. In addition, retailers need to be flexible, adaptable, and willing to experiment with new strategies and technologies in order to stay ahead of the curve. ![](/wpe-content/uploads/2023/06/21-300x150.png) Despite years of effort, major tech companies like Meta Platforms and ByteDance have encountered significant challenges in breaking into the livestreaming ecommerce market in North America. In fact, Instagram recently announced that users will no longer be able to tag merchandise during live streams, following Facebook’s decision to shut down its live-shopping feature last October. ## Watch this space Despite these challenges, the potential of livestreaming ecommerce to offer unique and engaging shopping experiences remains clear. With the ability to interact with brands in real time, ask questions about products, and make purchases directly within the live stream, this type of shopping experience could boost consumer engagement and drive sales for retailers. As the technology continues to develop and consumer preferences evolve, it will be fascinating to see how the livestreaming ecommerce market evolves and which new players will emerge in the space. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/conversion-rate-optimization-part-art-part-science.md --- title: "Conversion rate optimization: Part-art, part-science" date: 2026-02-12 published: 2023-05-31 author: "Mario Lyn" featured_image: "https://www.dacgroup.com/wp-content/uploads/2023/05/Copy-of-Banner-OOH-Blog-article-1.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/conversion-rate-optimization-part-art-part-science.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/optimierung-der-conversion-rate-teils-kunst-teils-wissenschaft.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/conversion-rate-optimisation-part-art-part-science.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/optimizacion-tasa-de-conversion-entre-el-arte-y-la-ciencia.md" --- # Conversion rate optimization: Part-art, part-science In the ever-evolving digital landscape, businesses are continually striving to improve their online presence and maximize their return on investment (ROI). One essential aspect of this endeavor is conversion rate optimization (CRO), the systematic process of increasing the percentage of website visitors who take the desired action, whether it’s making a purchase, filling out a lead form, making a call, or subscribing to a newsletter. The art and science of conversion rate optimization combine creativity and data-driven strategies to create a powerful framework for success. ## The art of conversion rate optimization Conversion rate optimization is as much an art form as it is a scientific process. While [data and analytics](/services/data-analytics/) provide insights and guide decision-making, the artistry lies in understanding human behavior, psychology, and user experience. - - - **Compelling visual design** Aesthetics play a crucial role in capturing users’ attention and evoking emotions. The visual elements of a website—including color schemes, typography, and imagery—should align with the brand identity and create a pleasant user interface (UI). - - **Intuitive user experience (UX)** A well-designed user experience facilitates seamless navigation, clear calls-to-action, and an overall intuitive flow. Understanding how visitors interact with the website and identifying pain points can help [optimize the user journey](/blog/futureproofing-your-customer-journey-tracking/) and increase conversions. - - **Persuasive copywriting** Crafting persuasive and engaging copy is an art in itself. It involves understanding the target audience, identifying their pain points, and effectively communicating the value proposition to motivate them to take action. ## The science of conversion rate optimization While artistry sets the foundation, the scientific aspect of conversion rate optimization relies on data analysis, experimentation, and continuous improvement. - - - **Data analysis** CRO relies heavily on data analysis to uncover valuable insights. Tools like Google Analytics, heatmaps, and user recordings provide quantitative and qualitative data about user behavior, allowing businesses to identify bottlenecks, user drop-off points, and areas for improvement. - - **A/B testing** A/B testing involves creating two or more versions of a webpage or element and testing them simultaneously with different segments of website visitors. By comparing performance metrics, businesses can identify the most effective [design](/services/design/), copy, or layout, optimizing conversion rates based on data-driven results. - - **Personalization and segmentation** By segmenting audiences based on various characteristics or behavior, businesses can [tailor their content](/blog/how-to-create-the-right-content-for-your-business/), offers, and user experience to increase relevance and engagement. Personalization can significantly improve conversion rates by delivering a more targeted and personalized experience to visitors. ## The synergy: Where art meets science The art and science of conversion rate optimization are intertwined and complement each other. While artistic elements engage and connect with users emotionally, scientific methodologies provide empirical evidence and insights to make informed decisions. By combining both approaches, businesses can create holistic CRO strategies that continuously evolve and adapt to changing customer preferences and market dynamics. Remember that conversion rate optimization is an ongoing process that requires a delicate balance between the art of appealing to human emotions and the science of analyzing data and conducting experiments. By leveraging the creative aspects of design, copywriting, and user experience—and utilizing data-driven insights, testing, and personalization—businesses can unlock the potential for higher conversion rates and increased revenue. Embracing the art and science of CRO as a unified discipline allows organizations to refine their online presence and create a meaningful and engaging experience for their target audience. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/buying-out-of-home-the-strength-of-a-complementary-ooh-dooh-strategy.md --- title: "Buying out-of-home: The strength of a complementary OOH/DOOH strategy" date: 2024-12-30 published: 2023-05-23 author: "Victoria Khinevich" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Banner-OOH-Blog-article.png" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/buying-out-of-home-the-strength-of-a-complementary-ooh-dooh-strategy.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/affichage-publicitaire-exterieur-la-combinaison-gagnante-du-traditionnel-statique-ooh-et-du-numerique-dynamique-dooh.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/einkauf-von-out-of-home-die-staerke-einer-aufeinander-abgestimmten-ooh-dooh-strategie.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/buying-out-of-home-the-strength-of-a-complementary-ooh-dooh-strategy-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/affichage-publicitaire-exterieur-la-combinaison-gagnante-du-traditionnel-statique-ooh-et-du-digital-dynamique-dooh.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/comprar-out-of-home-la-fuerza-de-una-estrategia-ooh-dooh-complementaria.md" --- # Buying out-of-home: The strength of a complementary OOH/DOOH strategy Out-of-home (OOH) advertising is evolving. Advertisers can now, for example, buy digital out-of-home (DOOH) placements programmatically through demand-side platforms (DSPs). More significantly, real-world experiences are beginning to show us that programmatic out-of-home works best when strategically coupled with traditional OOH buying. To design a successful OOH campaign, advertisers need to define their success criteria, understand their audiences, and keep in mind the key features and caveats of static and digital OOH placements. With that in mind, let’s review these elements as well as ways to extend OOH campaigns into mobile digital for reconnecting with out-of-home audiences. ## How to measure success of OOH What is a successful OOH campaign? In any data-driven media buy, we recommend having primary and secondary KPIs to gauge impact. At a minimum, an OOH vendor will project estimated impressions. To go a step further, add a secondary KPI such as an awareness and consideration survey, store traffic data, website traffic, or search volume to reinforce that the campaign is performing. ## Finding the right balance of OOH and DOOH Just as we select platforms and media types depending on the target audience, we also select OOH vendors and formats based on the consumers we want to reach and our campaign goals. Some of the questions we ask include: - Is our audience broad or specific? - Where do they live? - Do they take public transit or drive? - Is there a seasonal consideration (e.g. foot traffic)? The answers define whether to go broad with high-traffic areas or utilize a more targeted heatmapping strategy to identify priority regions in any given city. Heatmapping is based on third-party data provided by Nielsen or Environics, and highlights areas in the city based on the affinity index or likeliness of the population to be interested in certain activities, plan particular purchases, or belong to a particular target audience. ![](/wpe-content/uploads/2023/05/Heatmap-screenshot-300x194.png) The colors of the map will help identify the areas where the campaign can be heavied-up and areas where placements are less likely to reach the desired audience. These maps can be then overlaid with the vendor’s OOH inventory. These choices and the audience will then inform which ad formats to use in order to build a balanced mix between static and digital formats. ## Out-of-home advertising formats Out-of-home spans from highway billboards to posters in and outside of transit to in-mall and in-office placements. However, the first major breakdown is into static and digital placements: ### Static placements - Require the creative to be printed and posted on the physical carrier. - Are bought for four weeks minimum. - Each placement can only show one creative at a time. ### Digital placements - Work with digital files and do not require printing. - Flight can be as short as one week. - Show creative in rotation where each advertiser gets their portion of screen time before being replaced by another ad. ## Taking into account network availability of digital placements Digital formats, while dynamic and vivid, are concentrated in major cities and key areas. They deliver a high volume of impressions and cater to wide audiences. Suburban areas, smaller cities, and communities—or specific areas of the city identified by the heatmap—may have little to no digital formats suitable for the campaign we are designing. They may, however, offer static formats that allow for effective audience reach. By answering the initial questions listed earlier, we can understand the goals of the campaign and the core areas where we can reach our target audiences. This is the first step in picking the right OOH format. ## When is static out-of-home better than digital? Geographic reach is an important advantage of static OOH campaigns, especially when they’re national and multi-regional. On top of that, static formats allow for more precise location proximity. While digital formats are most cost-effective when bought on a run-of-network (RON) basis, static formats can be selected by location. This is especially important when campaigns need to be hyper-localized. Unlike digital formats, advertisers get 100% share of voice (SOV) with static out-of-home formats because only one advertiser gets the whole space. Since digital formats host multiple brands, with each getting a few seconds of screen times every cycle, each ad is getting only a fraction of the total SOV and lower memorability. The caveats? The campaign start date will be defined as “week of” as crews are dispatched to post new ads throughout the week, and printing will incur additional costs that need to be accounted for in the planning process. Both of these considerations can be new to the clients’ media teams if they never ran OOH campaigns before and can be alien to digital teams that are used to controlling their launches to the minute. ## When is digital out-of-home better than static? Flexibility and delivery customization are the key advantages of the digital out-of-home formats. The campaign can go live precisely on the start date; weather, traffic, or time-of-day triggers can help deliver customized messaging depending on the conditions; and the flight duration is significantly more flexible than with static formats. The messaging can be also easily changed with the digital OOH buy, allowing for frequent refreshes or communicating a sequence of messages throughout a short frame of time. ![](/wpe-content/uploads/2023/05/iStock-1142409598-300x200.jpg) The caveats for digital buying? In addition to limited geographic coverage, share of voice is another element to consider. With not enough investment and low SOV, the message can appear infrequently and result in low ad recall and weak brand awareness lift. As mentioned earlier, in most cases the most cost-efficient way to buy is run-of-network (RON), appearing on all digital screens of the vendor’s network. The locations of the screens need to be carefully evaluated against campaign goals. ## Custom OOH formats Both static and digital OOH can offer custom solutions aimed at attracting more attention to the ad. In the case of static out-of-home, the options include such executions as a transit shelter fully wrapped in brand colors, a 3D structure emerging from the billboard surface or installed on top of a transit shelter, and others. For digital out-of-home, one of the most exciting options is the 3D digital billboards that create an immersive experience and generate buzz around the campaign. Depending on the budgets and the goals, custom placements can be a great option for branding campaigns focusing on one or just a few locations. With other types of campaigns, standard placements may be the most cost-effective solution. ## What about demand-side platforms? DSPs can be a great way to buy digital OOH from multiple vendors and expand campaign coverage and reach. However, it’s important to evaluate whether the buys are guaranteed or non-guaranteed as the latter may result in a significantly low volume of remnant inventory available to you. With the guaranteed buy, the ads are guaranteed to appear and receive impressions, while non-guaranteed buys mean that the ad will appear and receive impressions only if remnant inventory is available. For example, a transit shelter cycle consists of five ad units. With guaranteed buy, the ad will take one of these five slots in the cycle. With non-guaranteed buys, the ad will be added to the cycle only if there are leftover slots not purchased by advertisers with guaranteed buys. ## OOH and mobile retargeting: A DAC case study Your out-of-home campaign can go beyond OOH inventory with digital geo-fencing. For one particular DAC client, we designed a mobile campaign that reiterated OOH messaging. Using geo-fencing technology, we captured the audience that passed the OOH placements in the direction of the client’s ad. With the direction of travel parameter introduced, we were able to capture the audience with the opportunity to see the OOH message. Then, digital ads were delivered to mobile devices to again reiterate the message and further impact brand awareness. ## Final tips - Outline your OOH strategy and audience before requesting proposals from vendors. - Reach out to multiple vendors and evaluate their capabilities. - Build a program with multiple vendors if needed. - Be open to both static and digital formats. Not sure if out-of-home would be a good addition to your digital program? Want to run your first OOH campaign but feel overwhelmed? Get in touch with us to see how we can help you build your brand’s out-of-home presence. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/why-local-presence-management-is-critical-for-your-brand-health-2.md --- title: "Why Local Presence Management is critical for your brand health" date: 2024-12-30 published: 2023-04-27 author: "Kyle Harris" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/EN_Banner-article.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/why-local-presence-management-is-critical-for-your-brand-health-2.md" --- # Why Local Presence Management is critical for your brand health The world of SEO is an everchanging landscape, and one area organizations may overlook when managing their organic content is local search. Local search, which involves optimizing a company’s online presence for local consumers and search engines, is crucial for driving business outcomes. It’s built on the foundation of [Local Presence Management](/services/local-presence-management/local-reputation-management/) (LPM), which is a multidisciplinary practice that manages all aspects of a company’s local online identity through optimization of vital information, such as online reviews and Google Business Profile (GBP) listings. Our research found that brands deploying a strong Local Presence Management strategy saw two main improvements: 1. Increased discovery through non-branded search results on Google Maps 2. Increased call centre activity, website traffic, and direction requests, which lead to additional business outcomes DAC’s research included data from six businesses in the service, food, and retail industries across 7,500 locations across the United States and Canada over a 12-month period in 2022. ## **From cost center to growth driver** Although the fundamental aspects of Local Presence Management have been around for years, a more sophisticated strategy is now needed to stay up to date with the increasingly diverse ways customers seek information online. Businesses run the risk of losing out on possible advantages if they treat Local Presence Management like a cost center rather than a source of revenue or growth. Proper listings management, for example, requires effort and attention to detail ensure all information is accurate and updated regularly. Although the benefits of Local Presence Management have long been recognised by DAC and our clients, it has been a challenge to quantify its value beyond specific KPIs. Anecdotally at least, managing your listings and your brand’s online reputation—as well as improving the content of your website and local experience—is an effective way to increase customer engagement and drive business at a strategic level. ## **DAC’s research on Local Presence Management reveals important insights** Our research provides insights into how brands can start to quantify the value of a Local Presence Management program. We analyzed brands that use the [TransparenSEE](/local-marketing-platforms/transparensee/) platform and its [Local Rank+](/local-marketing-platforms/local-rank-plus/) feature, which determines how a business’s search rankings change when a user searches for a specific keyword from various proximities to its location. Notably, the results show a direct correlation between a company’s Local Rank+ score and an increase in actions (such as website visits and direction requests) from the Google Business Profile section on the search engine results page (SERP). [![](/wpe-content/uploads/2023/04/DAC-Website-Banner-Ad_635x90-300x43.jpg)](https://info.dacgroup.com/lpm) ## **Foundations of a strong Local Presence Management program** So, now that we’ve seen the importance of Local Presence Management and how it can be a driver for business outcomes, there are three things that marketers can do right now to manage their brand’s online local presence more effectively. - **Manage reviews** Numbers matter. Ensure you encourage accurate, recent, and abundant reviews. Some brands neglect this critical aspect of online reputation management because they aren’t convinced of its tangible value. Yet DAC’s previous work with clients and its new research study can offer many instances where both search metrics and business conditions improved thanks to a more rigorous approach to updating reviews. - **Enhance the visual experience** Today’s SERP is very visual, and photos are especially important to a company’s LPM strategy. Marketers have to know the kinds of images that people seek when conducting an online search for a particular type of retail business. - **Deploy SEO best practices** SEO is incredibly important both for listings and website management, with a focus on Google Business Profiles. To succeed in [local SEO](/services/search-engine-optimization/local-seo/), ensuring that content and user experience flows from the listing to the website seamlessly should be a top priority. To take the user experience one step further, consider adding location pages to your website to enhance SEO performance. Want to learn more about Local Presence Management and how you can implement your own program? [Download our free white paper](https://info.dacgroup.com/lpm?_ga=2.169024866.2119891894.1682932272-1887699594.1681759689) or contact our expert team! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/analytics/futureproofing-your-customer-journey-tracking.md --- title: "Futureproofing your customer journey tracking" date: 2024-12-30 published: 2023-04-21 author: "Daniel Bradnam" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Header-article.jpg" categories: - name: "Proove Analytics" url: "/insights/blog/analytics.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/analytics/futureproofing-your-customer-journey-tracking.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/analytics/le-suivi-du-parcours-du-client-a-lepreuve-du-temps.md" de: "https://www.dacgroup.com/de/einblicke/blog/analytics/customer-journey-tracking-zukunftssicher-machen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/analytics/futureproofing-your-customer-journey-tracking-2.md" --- # Futureproofing your customer journey tracking It’s no secret that customer journeys have changed. Gone are the days of a simple, linear route to conversion. Now, user journeys consist of multiple crisscrossing touchpoints that require careful tracking and analysis. In response to this, [media mix modeling (MMM)](/blog/media-mix-modeling-what-you-need-to-know/) has become an increasingly popular way to understand the correlations between ad spend and conversions. However, MMM depends on access to a large amount of first-party data, and most marketers would agree that this data is becoming increasingly difficult to gather in the face of evolving privacy laws. Ad blockers and privacy-focused developments such as Apple’s iOS 14 tracker blocker, for instance, are continuing to hinder marketers from seeing the whole picture when it comes to customer journeys. Across markets, cookie usage is dropping, with the EU seeing opt-out rates of up to 70%. Meanwhile, [in a 2021 Statista survey](https://www.statista.com/statistics/989896/users-consent-in-advertising-tracking/#statisticContainer), only 32% of American adults indicated they always accepted cookies. However, these trends are not the only cause for alarm for those relying on cookies to inform their marketing strategy. ## Cookies are becoming obsolete For years, cookies have been the go-to method for tracking user behavior online, but now the party is over. Soon, marketers will need to rely on new strategies to gather this essential data. Google has announced that [support for third-party cookies](/blog/digital-advertising-in-a-cookie-less-future/) will be phased out in its Chrome browser as soon as 2024, and we expect other browsers to follow suit. Cookies are easy to use, but they come with a significant downside: they sacrifice control for ease of use. Multinational companies may struggle with this lack of control because, in the EU, information like IP addresses is considered personally identifiable information (PII). Data loss is a serious and growing problem for marketers, and with fewer insights and more challenges when it comes to tracking the customer journey, it’s essential to take steps now to futureproof your data-collection strategies. Enter server-side tracking. Server-side tracking can help marketers remove their dependency on cookies. Interested? We’re here to help you understand the pros and cons of this process to see if it might help you reach your business goals. ## **What is server-side tracking?** Server-side tracking is a newer and more technical method for ensuring you are capturing the largest amount of data possible and correctly mapping customer journeys. To fully understand what makes server-side tracking such an intriguing option, it’s worth considering how it stacks up to more traditional methods of tracking first. Imagine you are using Google Analytics to track button clicks on your website. Typically, once you implement [Google Tag Manager](https://support.google.com/tagmanager/answer/6103696?hl=en) (GTM) on your site, GTM will activate the Google Analytics tag. This snippet then attempts to send a record of the event you requested and some extra info about the device to the Google Analytics site. However, ad blockers recognize and reject requests like this to send information to a third-party analytics tool, leading to the data loss marketers try to avoid. ![](/wpe-content/uploads/2023/04/EN_1-300x150.png) With server-side tracking, utilizing a cloud server adds an extra step to the data-collection process. In the EU, users will still need to consent, but ad- and app-tracking blockers will be circumvented. Imagine the same scenario of tracking a button click with Google Analytics—except now, instead of sending the record of the button click to a third-party site, that data is first sent to your own server. Since the server is mapped to your subdomain and recognized as a first-party tracking tool, ad blockers can’t stop it. Once the data reaches your server, the request is processed and reconfigured as necessary. This process helps guarantee you will receive the data you want with no extra information. At that point, the data is passed on to Google Analytics or your in-house analytic tools as normal. ![](/wpe-content/uploads/2023/04/EN_2-300x150.png) ## **The pros and cons of server-side tracking** The benefits of using server-side tracking are numerous, but we think these points are some of the most impactful. 1. **You will experience increased control over the data you receive.** When data is collected client-side, unneeded data may be sent. For instance, the Facebook pixel not only sends the event but other info, such as the user agent and IP address. Server-side tracking offers a more selective approach that minimizes privacy concerns. Marketers can still track user interactions on a website without linking this data to any PII. 2. **You will create a better, more reliable picture of your customer journeys.** Traditional marketing funnels can no longer be considered representative if they only represent 40% of traffic from a website. Utilizing server-side tracking and avoiding ad blockers could help garner more reliable and comprehensive insights about your customers. 3. **Your site might function better.** For example, server-side tracking limits the need for JavaScript to run in the user’s browser, which makes it easier and faster for your site to load when a customer clicks on your page. So, what’s the downside? Renting servers costs money, and the more data that is processed, the more money companies may have to spend. Even so, this cost should be well worth it for small- to medium-sized businesses. While prices vary, the costs involved in hosting the server are low enough for most businesses if using self-service platforms such as Google Cloud. Another potential concern is that, since server-side tracking is a newer solution, some advertising platforms may not yet support it—although most major ones, like Facebook and Google, already do. While it’s possible to integrate server-side tracking using free tools such as Google Tag Manager, a fair amount of technical know-how is still required. Server setup, maintenance, and knowledge of configuring GTM are all necessary to ensure this new process works optimally. If you don’t have the technical expertise, you may require assistance from either an in-house team or an agency like DAC. ## **The future of tracking customer journeys** Over the last 10 years, tracking online behavior via cookies has been the norm, but those days are rapidly coming to an end. With the analytics landscape changing so quickly, all businesses will soon need to reassess how they gather their data and whether their strategies align with new privacy expectations. Server-side tracking offers an exciting and innovative alternative to marketers who are currently experiencing roadblocks with more traditional methods of tracking consumers. Want to chat with our experts about making the transition to server-side tracking? With our expertise in this area, we can help you stay ahead of the curve and ensure that your business is ready for the future. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/chatgpt-threats-opportunities-and-a-new-challenger-to-google.md --- title: "ChatGPT: Threats, opportunities… and a new challenger to Google?" date: 2024-12-30 published: 2023-04-05 author: "Dan Lauer" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/ChatGPT_Threats-opportunities…-and-a-new-challenger-to-Google.png" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/chatgpt-threats-opportunities-and-a-new-challenger-to-google.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/chatgpt-gefahren-chancen-und-ein-neuer-herausforderer-von-google.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/chatgpt-threats-opportunities-and-a-new-challenger-to-google-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/chatgpt-menaces-opportunites-et-un-nouveau-defi-pour-google.md" --- # ChatGPT: Threats, opportunities… and a new challenger to Google? If you have read any of your favorite digital marketing blogs regarding 2023 plans, predictions, and what to watch out for, we guarantee that AI (Artificial Intelligence) was on the list. ChatGPT 3.0 by [OpenAI](https://openai.com/about/) was released November 30, 2022 and less than two months later it had certainly made waves across the digital marketing industry, SEO community, and even into the educational realm. According to the AP, the [New York City school system blocked this controversal writing tool](https://apnews.com/article/what-is-chat-gpt-ac4967a4fb41fda31c4d27f015e32660) and issued warnings about its use. But why? Let’s take a closer look at “the most profound technological development since the internet itself” (in the words of our intrepid [podcast](/podcast/) hosts!). ## **What, exactly, is ChatGPT?** [ChatGPT](https://openai.com/blog/chatgpt/) (Generative Pre-trained Transformer) is a natural language processing tool driven by AI and data and built on the [Transformer](https://ai.googleblog.com/2017/08/transformer-novel-neural-network.html) network that Google invented and open-sourced in 2017. Users interact with it in a conversational way by asking it “things”. Anyone can create a free account, right now, and access ChatGPT by visiting [chat.openai.com](http://chat.openai.com/). We ran a poll across Twitter, LinkedIn, and Mastodon asking users if they are actively using ChatGPT. Surprisingly, out of the 25 responses, 52% said they are already actively using ChatGPT. ![](/wpe-content/uploads/2023/02/ChatGPT-image-1-300x150.png) Many people over the past month, myself included, have been testing the application to see what it can and can’t do. *Warning – you can have a very unproductive day having a “chat” with this tool asking it all sorts of questions…do aliens exists? Is there a God? And on and on.* It’s an incredibly powerful tool which you can ask/tell to write and fix code, help on Excel formulas, or even compose a ’90s-style rap songs about SEO. You’re welcome! ![](/wpe-content/uploads/2023/02/ChatGPT-image-2-300x287.png) ChatGPT can also write content/blog posts/essays, which is why the NYC school system is already blocking it. You can literally ask ChatGPT to write about any topic and it will almost certainly pump out a very well-written piece of content. ![](/wpe-content/uploads/2023/02/ChatGPT-image-4-2-208x300.jpg) What’s interesting is that if two different users ask it the same exact query, ChatGPT will produce two unique pieces of content. ## What can’t ChatGPT do? ChatGPT is a powerful tool that can be used for many things—if used correctly. Human interaction with the “content” created is still needed. 1. ### ChatGPT is not connected to the internet As of today, users are not able to get things like directions to places or find things “near me”. You can’t get real-time information relating to current events, the weather, etc. (If we learned anything from Marvel’s Avengers: Age of Ultron, .maybe we should keep it that way?) 2. ### There are no hyperlinks, references, or imagery ChatGPT’s output is text-based and does not include any references. In response to some queries, ChatGPT will tell you where to get more information, but there is no hyperlink to take you there. Ultimately, users don’t know where OpenAI is getting the data to answer queries and generate responses. 3. ### Data only goes back to 2021 If something significant has changed in your topic after 2021, there’s a good chance ChatGPT’s output will be outdated and inaccurate. 4. ### Information accuracy still an issue We tested some conspiracy theories and thankfully ChatGPT refrained from parroting misinformation: The Earth is indeed spherical, we did land on the moon, and Joe Biden is President of the United States! As you can see in the example below, ChatGPT answers the question correctly, then explains why people may disagree, then supports the correct answer with real evidence—but still no links or references. 5. ### There are no refinement possibilities At present, ChatGPT declines to ask any clarifying follow-up questions. Think of the way Google pre-populates as you type in the search bar, or appends “Did you really mean…” or even “People also ask…” to related searches. In fairness, though, ChatGPT does remember what users say earlier in the conversation, allowing them to provide follow-up details, corrections, and requests. ## Is ChatGPT a threat to Google? The short answer is that it depends on your perspective, but not really—at least for right now. Currently, use cases are different between the two systems. With some of the limitations listed above, ChatGPT is not going to be replacing Google as a search engine or source of accurate, real-time information. Google will continue to enjoy the lion’s share of the search market, but what percentage of those easy answers to simple questions will Google lose to ChatGPT? While the search giant is working on its own AI technology, [LaMDA](https://blog.google/technology/ai/lamda/), it is not integrated into Google Search yet. Google should be more concerned that [Microsoft is planning to invest $10 Billion in OpenAI](https://www.searchenginejournal.com/microsoft-reportedly-planning-a-10-billion-investment-in-openai/476083/) with a view to [integrating ChatGPT into Microsoft Bing](https://www.theinformation.com/articles/microsoft-and-openai-working-on-chatgpt-powered-bing-in-challenge-to-google) and other Microsoft Office products as early as Spring 2023. A ChatGPT-powered Bing would pose more of a risk to Google, but it remains to be seen how exactly it would work. In the meantime, check out [Kevin Indig’s blog post](https://www.kevin-indig.com/early-attempts-at-integrating-ai-in-search/#/feedback/63bc412d87c3db003d5a779c/1/?uuid=829f9ce6-c7f2-4810-8650-8366b57d4cf8) about upcoming Google challengers that offer AI-powered search. Most pressingly, AI-generated content is currently against [Google’s Webmaster Guidelines](https://support.google.com/webmasters/answer/2721306). Google’s John Mueller has been directly quoted several times in the past saying that AI content can warrant manual actions or penalties *if detected*. Google has also recently started updating its [Quality Rater Guidelines](https://services.google.com/fh/files/misc/hsw-sqrg.pdf), adding another [“E” to E-A-T](https://developers.google.com/search/blog/2022/12/google-raters-guidelines-e-e-a-t)—which now stands for Experience, Expert, Authoritative, Trustworthy—and is beginning to factor this into ranking algorithm updates, starting with the recent “[Helpful Content”](https://developers.google.com/search/updates/helpful-content-update) update. John Mueller has subsequently stated that [Google’s stance on AI generated content might change in the future](https://www.seroundtable.com/machine-written-content-google-guidelines-28338.html), but that at present machine-generated content does not meet Google’s standards. As always, the search giant is keen to steer clear of content created for the sole purpose of ranking in Search—regardless of whether a human or machine wrote it. ## In closing After just a handful of sessions experimenting with ChatGPT, its potential is something to behold. It could even have written this very blog post… almost. But human intervention is still required. ChatGPT does not spell the end for Google, content creators, or SEO as a whole. Digital Marketers and search specialists should not consider ChatGPT a threat, but a tool that could help them in some pretty powerful and useful ways: 1. ### Generate structured data code for FAQs (with the ability to even copy the code!) ![](/wpe-content/uploads/2023/02/ChatGPT-image-9-et-10-_EN-248x300.jpg) 2. ### Fix Excel Formulas or broken HTML code ![](/wpe-content/uploads/2023/02/ChatGPT-image-11-1-300x237.jpg) 3. ### Resource for content on a topic ![](/wpe-content/uploads/2023/02/ChatGPT-image-12-1-294x300.jpg) 4. ### Keywords variations ![](/wpe-content/uploads/2023/02/ChatGPT-image-13_EN-300x197.jpg) Yes, ChatGPT could write an article for you, or produce page titles and meta descriptions. Although human intervention is still a necessity, it’s becoming ever more difficult to distinguish AI-generated content from the real deal. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/imagen-de-marca-como-preservar-tu-reputacion-en-tiempos-de-crisis-2.md --- title: "Imagen de marca: cómo preservar tu reputación en tiempos de crisis" date: 2026-01-12 published: 2023-03-30 author: "Christine DeFazio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/brand-equity-cover.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/imagen-de-marca-como-preservar-tu-reputacion-en-tiempos-de-crisis-2.md" --- # Imagen de marca: cómo preservar tu reputación en tiempos de crisis En estos tiempos hipercompetitivos, el valor de su tu marca es más importante que nunca. Esto es lo que denota el conocimiento que existe sobre tu marca y la influencia que tiene esta en los consumidores. Las empresas con un valor de marca positivo tienen más probabilidades de fidelizar a sus clientes, pueden fijar mejor el precio de sus productos y servicios y, en general, obtienen mejores resultados. Veamos cómo defenderlo mejor. ## El valor de tu marca es fundamental para su crecimiento Hoy en día, el valor de una marca no se construye solamente con marketing y publicidad, sino a través de unos valores que refuerzan la experiencia de cliente. Para fidelizar a tus clientes a largo plazo, debes situarlos en el centro de tu negocio, ofreciéndoles constantemente experiencias que satisfagan sus necesidades y preferencias. Pero la realidad es que vivimos en una situación en la que satisfacer a los consumidores es más difícil que nunca, y la reputación de marca, sea cual sea, está sujeta a muchos vaivenes. Sabemos, por ejemplo, que las reseñas y los comentarios influyen de manera decisiva en los clientes, que lo valoran para reconsiderar su elección en caso de comentarios o reseñas negativos. Por eso siempre es esencial conocer lo que se dice de tu marca y sus productos, poder reaccionar si es necesario y, sobre todo, utilizar estas opiniones directas y sin filtro para ajustar el posicionamiento y la oferta a las necesidades del momento. ![](/wpe-content/uploads/2023/03/image-1_ES-300x262.png) En DAC tratamos todo el espectro de la gestión de marca, pero aquí nos centramos más concretamente en cómo analizamos la notoriedad de marca. Esto se divide en dos partes intrínsecamente vinculadas, pero al mismo tiempo muy diferenciadas: el análisis del sentimiento de marca y la gestión de la reputación online. ## Escucha y analiza lo que el público piensa de tu marca El [análisis del sentimiento](https://sproutsocial.com/insights/social-media-sentiment-analysis/) examina el lenguaje y el tono utilizados en los comentarios sobre tu marca y puede indicar si la gente habla sobre ella de forma positiva, negativa o neutra. Es una excelente manera de leer entre líneas y ver, a gran escala, cómo reaccionan las personas ante el lanzamiento de nuevos productos, campañas o tu marca en general. Herramientas de monitorización como Sprout Social o Meltwater te dan acceso a análisis exhaustivos. Esta comprensión del sentimiento de marca es clave en la estrategia para obtener más y mejores valoraciones y reseñas. ![](/wpe-content/uploads/2023/03/image-2_ES-300x212.png) ## Gestione su reputación en línea Nunca ha sido tan fácil publicar comentarios negativos en Internet de forma anónima, por lo que se ha hecho absolutamente necesario tomar medidas para proteger la imagen de las marcas. Supervisar tu marca ayuda a estar [ al tanto de su reputación](https://info.dacgroup.com/es/reputacion?_ga=2.26583930.670600832.1680124536-980954878.1680124536) y a gestionar las críticas antes de que te desacrediten. Escuchar las críticas y los comentarios en línea y disponer de un proceso para responder a ellos y gestionarlos puede aumentar la confianza en tu marca y demostrar que realmente tienes en cuenta las opiniones de tus clientes. ![](/wpe-content/uploads/2023/03/image-3_ES-300x98.png) ## Observar los indicadores adecuados La mejor estrategia es controlar y gestionar los principales canales que más influyen en el rendimiento de tu negocio. Esto evita que acumules una ingente cantidad de datos de los que es difícil extraer conclusiones y te ayuda a obtener más claridad en los resultados. Los principales canales que hay que supervisar son: - Los medios de comunicación en línea especializados - Las plataformas de redes sociales - Los foros como Reddit o Quora - Los Sitios de opiniones como Tripadvisor, Trustpilot o Yelp - Google (por supuesto) ## Aprovecha al máximo tu entorno tecnológico Para disponer de la mejor solución en términos de supervisión, volumen de reseñas, tasa de engagement, calidad de las reseñas, tasa de respuesta o reputación local, establecemos sistemas tecnológicos específicos para cada cliente, respondiendo así a cada reto de forma personalizada. ![](/wpe-content/uploads/2023/03/image-4_ES-300x165.png) Sigue todos los indicadores para tener un amplio conocimiento del entorno, desde lo que está ocurriendo en su sector hasta los cambios en tu [estrategia de contenidos](/es/servicios/estrategia-de-contenido/), y adquiere una comprensión clara de lo que influye en el crecimiento y la participación de la audiencia. ![](/wpe-content/uploads/2023/03/image-5_ES-300x178.png) El seguimiento de tu marca puede también ayudarte a comprender el impacto de las tácticas que has incorporado a tu estrategia general, como las colaboraciones y las campañas con influencers. Si has creado hashtags o etiquetado tus publicaciones en Sprout, puedes hacer un seguimiento de esas publicaciones y comprender qué campañas y tipos de respuesta tuvieron éxito o no. ## Aporta valor a tu marca Cuando sabes dónde se está hablando de tu marca, es mucho más sencillo saber cómo responder. Al responder públicamente a reseñas o comentarios, demuestras a tu público que te importa lo que se dice. Demuestra a tu público tu disponibilidad y accesibilidad a la hora de ayudar a tus clientes. Cuando se pierde la oportunidad de responder a preguntas o comentarios en línea, puede parecer que la marca no escucha a sus clientes, o incluso que los ignora. Para hacer frente a este reto, hemos puesto en marcha un proceso basado en la supervisión que te permite responder a las opiniones de forma sistemática y aumentar su número y calidad. Para uno de nuestros clientes, un importante fabricante mundial de electrónica y telefonía móvil, hemos triplicado el número de opiniones en un mes y hemos aumentado la puntuación media de las opiniones de 2,7 a 4,2. ![](/wpe-content/uploads/2023/03/image-6_ES-300x193.png) ## En resumen, ¡mantén los ojos bien abiertos! La notoriedad de marca requiere que vigiles muy de cerca cómo se percibe tu marca a través de las redes en línea. Hay muchas formas de enfocar esto dependiendo de tu sector, marca, objetivos, presupuesto y audiencia. La clave es contar con un equipo que lleve tu marca a donde quiere llegar, como DAC, por ejemplo…así que ¡hablemos! CONTÁCTANOS --- https://www.dacgroup.com/insights/blog/local-search/brand-equity-how-to-defend-your-reputation-in-tough-economic-times.md --- title: "Brand equity: How to defend your reputation in tough economic times" date: 2024-12-30 published: 2023-03-29 author: "Christine DeFazio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/brand-equity-cover.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/brand-equity-how-to-defend-your-reputation-in-tough-economic-times.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/capital-de-marque-comment-proteger-votre-reputation-en-periode-de-crise-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/markenwert-wie-sie-ihren-ruf-in-wirtschaftlich-angespannten-zeiten-verteidigen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/brand-equity-how-to-defend-your-reputation-in-tough-economic-times-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/capital-de-marque-comment-proteger-votre-reputation-en-periode-de-crise.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/imagen-de-marca-como-preservar-tu-reputacion-en-tiempos-de-crisis.md" --- # Brand equity: How to defend your reputation in tough economic times In our hyper-competitive age, digital brand equity is more important than ever. It denotes the value of your brand name and the sway that your company name has with consumers. Well-established companies with positive brand equity will be more likely to retain their customers, can command higher prices for their products and services, and will have in general more success with business expansion. With tough economic times on the horizon, defending your brand is more important than ever. Here’s how to go about it the right way. ## Your brand equity is crucial for growth Today, brand equity is built not only through marketing and advertising efforts, but also through positive customer experiences. To retain your customers long-term, you must prioritize them, consistently delivering frictionless experiences that cater their needs and preferences. But keeping your customers satisfied is more challenging than ever, and your brand’s health is fragile. We know, for example, that customer reviews and comments, which can fluctuate quickly, are incredibly influential on customers who will be triggered into reconsidering their brand choice by negative comments or reviews. This is why it is essential for you to [keep a watchful eye on the public perception of your brand](/services/reputation-management/) and to leverage it to improve your offer and your positioning according to the moods of the time. ![Chart describing the differences between brand management and brand monitoring.](/wpe-content/uploads/2023/02/brand-01.jpg) At DAC, we cover the whole chain of brand management, but we will more specifically focus here on the way we approach brand monitoring. This one is subdivided in two parts intrinsically linked but at the same time quite distinct: Brand sentiment analysis and online reputation management. ## Understand how people feel about your brand A [sentiment analysis](https://sproutsocial.com/insights/social-media-sentiment-analysis/) looks at the specific language used in comments about your brand and can tell you if people are speaking about your brand with a positive, negative, or neutral sentiment. This is a great way to read between the lines and observe, on a large scale, how people are reacting to the launch of new products, to your campaigns, or your brand in general. Monitoring tools like Sprout Social or Meltwater let you access a detailed sentiment analysis. This understanding of your brand sentiment is key in the strategy you will put in place to acquire more reviews, and especially better ratings and comments. ![Chart showing different ways to analyze online sentiment.](/wpe-content/uploads/2023/02/brand-02.jpg) ## Manage your reputation It has never been easier to post negative comments online anonymously, and therefore it has become absolutely necessary to adopt measures to protect your business. Monitoring your brand helps you [stay on top of your reputation](https://info.dacgroup.com/reputation-management-report) and handle issues before they get out of control. Listening to reviews and feedback online and having a process for responding and handling them can increase audiences’ trust in your brand and show that you actually care about what customers are saying. ![Stats showing the growing importance of customer reviews in purchase decisions.](/wpe-content/uploads/2023/02/brand-03.jpg) ## Monitor the right elements Trying to track everything everywhere is illusory. It is better to have an intentional approach about what you’re monitoring and the channels you choose to keep an eye on. This prevents you from collecting an overwhelming amount of data that’s difficult to draw conclusions from, and helps you get more clarity out of the results you find. Some of the main channels to monitor are: - Specialized online media - Relevant social media platforms - Online forums such as Reddit and Quora - Online review sites such as Tripadvisor, Trustpilot, and Yelp - Google (of course!) ## Use the best martech environment To ensure that we provide the best solution in terms of monitoring, review volume, engagement rate, review quality, response rate, or [local reputation](/services/local-presence-management/local-reputation-management/), we set up specific martech systems for each client, thus answering each problem in a personalized way. ![Chart showing how to incorporate several tech platforms in an effective reputation management strategy.](/wpe-content/uploads/2023/02/brand-04.jpg) Track your metrics over time alongside the information you gather through brand monitoring to see how everything from industry news to changes in your [content strategy](/services/content-strategy/) influences your audience growth and engagement. ![A sample of analysis reports from different reputation management platforms.](/wpe-content/uploads/2023/02/brand-05.jpg) Brand monitoring can also help you understand the impact of specific tactics you’ve incorporated in your wider strategy, such as influencer partnerships and campaigns. If you’ve created hashtags for those efforts, or tagged your posts in Sprout, you can bucket and track these posts to understand which campaigns and response efforts succeeded, and which ones failed to connect with your audience. ## Bring value to your brand When you know where people are talking about your brand, it is so much easier to respond. Publicly responding to reviews or comments shows your audience that you are actively listening to what they are saying. It also shows that you are readily available to assist customers. When you miss the chance to [respond to questions or criticism online](/blog/change-your-stars-how-to-respond-to-online-reviews/), it might appear that your brand is unavailable or not listening to feedback. To meet this challenge, we have established a process based entirely on monitoring, which both increases the number of reviews and improves their quality. With one of our clients, a major global electronic manufacturer, we tripled the number of reviews within one month and increased the average rating from 2.7 to 4.2. ![Charts showing how DAC improved review volume and average star rating for a global electronics manufacturer.](/wpe-content/uploads/2023/02/brand-06-1.jpg) ## In short, keep your eyes open! Your business’s health and longevity requires you to keep a watchful eye on the public perception of your brand. There are many ways to approach it depending on your brand, your goals, your budget, and your audience. The key is to be surrounded by a team that leads your brand where it wants to go—so let’s talk! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/google-releases-past-reviews-as-new-which-may-have-significant-impact-to-your-brands-perception-online.md --- title: "Google releases past reviews as new, which may have significant impact to your brand’s perception online" date: 2026-01-09 published: 2023-03-16 author: "Kyle Harris" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/TransparenSEE-1200-×-1200-px-860-×-430-px.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/google-releases-past-reviews-as-new-which-may-have-significant-impact-to-your-brands-perception-online.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/google-publie-des-anciens-avis-comme-etant-des-nouveaux-ce-qui-peut-avoir-un-impacte-significatif-la-perception-de-votre-marque-en-ligne-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/google-veroeffentlicht-ehemalige-bewertungen-als-aktuelle-bewertungen-was-erhebliche-auswirkungen-auf-die-markenwahrnehmung-im-internet-haben-kann.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/google-releases-past-reviews-as-new-which-may-have-significant-impact-to-your-brands-perception-online-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/google-publie-des-anciens-avis-comme-etant-des-nouveaux-ce-qui-peut-avoir-un-impacte-significatif-la-perception-de-votre-marque-en-ligne.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/google-publica-antiguas-resenas-como-si-fueran-nuevas-lo-que-puede-tener-un-impacto-significativo-en-la-percepcion-online-de-tu-marca.md" --- # Google releases past reviews as new, which may have significant impact to your brand’s perception online In February 2023, Google [announced](https://www.localguidesconnect.com/t5/Highlights/An-update-on-how-we-moderate-Google-Maps-reviews/ba-p/3558439) that it would reinstate reviews that were mistakenly removed by a spam filter. Google acknowledged the issue and stated that it would work on reinstating these reviews over the next few weeks. As of early March 2023, the reviews have all been released and posted on Google listings, however they are released as “new”. ## **Why is this a significant impact to a brand’s online perception?** DAC, through the power of TransparenSEE™ has access to hundreds of thousands of locations and their associated reviews and we analyzed the data to quantify the impact of this announcement. We found that in February, only 0.04% of the Google reviews were marked as “new” but were actually from a previous time, indicating that these reviews were released. In March however, DAC’s research found it jumped to a whopping 22% — in other words, over 18,000 reviews. The biggest influx of released reviews was seen on March 7th, 2023. The oldest released review dated back to 2010. If you’re not analyzing reviews on Google Maps at scale (using a software like TransparenSEE™), you might need to evaluate how significant this is on your own business. ## **What can (and should) brands be doing?** Marketers should understand how to deal with these newly released Google reviews, as standard responses may not suffice. Consumers who left these reviews months or years ago may not have known that their reviews didn’t go live and may have assumed that business owners did not respond. For most consumers, this may not mean much. However, for negative reviews posted by consumers looking to share their concerns or issues through a review, they may be more sensitive to the delay in the brand addressing their concern. Two options brands can take for dealing with these newly released reviews are: 1. **Ignore the reviews:** If has been a long time, brands may consider not responding at all so they don’t prompt customers to edit their reviews with snarky comments. 2. **Answer, and be upfront:** Brands can explain the situation when responding to reviews by letting the customer know that the lack of response was not the business owner’s fault, and the review was just recently posted and available. In any case, DAC recommends that brands never address issues directly online and recommends taking the conversation to a 1:1 channel where issues can be resolved. Because of the significant volume of these newly released reviews, brands should have a strategy in order to deal with them While sorting through reviews manually on Google may not be an easy way to address this, having a solid reputation management and review response strategy for your brand is increasingly important. By understanding this reputation management predicament, it’s possible for brands to move forward in a positive way. Want to be fully prepared for all changes in local search and location listings? Start by partnering with experts on our [Local Presence Management](/services/local-presence-management/) team to get ahead of the curve. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/what-the-ai-paradox-means-for-marketers.md --- title: "What the AI Paradox means for marketers" date: 2024-12-30 published: 2023-03-16 author: "Jeremy Pregent" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Header-AI-Paradox-1.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/what-the-ai-paradox-means-for-marketers.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/a-la-fois-solution-et-probleme-le-paradoxe-de-lia-dans-lautomatisation-du-marketing.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/was-das-ki-paradoxon-fuer-marketingexperten-bedeutet.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/what-the-ai-paradox-means-for-marketers-2.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/la-paradoja-de-la-ia-para-los-profesionales-del-marketing.md" --- # What the AI Paradox means for marketers Let’s get straight to the point: Artificial Intelligence (AI) is a rapidly growing field that is set to revolutionize the way we live and work. While AI undoubtedly has the potential to solve many of the world’s problems, it has also created a paradox that we must address: AI is both a solution and a problem. Graphic: Artificial intelligence: The simulation of intelligent behavior in machines that can learn from their experiences and perform tasks that would typically require human intelligence. On the one hand, AI could conceivably solve some of the world’s most significant problems. It could help us combat climate change by analyzing data and identifying ways to reduce carbon emissions, cure diseases by analyzing large amounts of medical data and identifying new treatments, improve transportation systems by making them more efficient and reducing traffic congestion, or help us make better decisions in fields such as finance and education, where large amounts of data need to be analyzed to make informed choices. The potential uses of AI are vast and varied, and we have only begun to scratch the surface of what it can do. On the other hand, AI also has the potential to create new problems. One of the most significant concerns is that AI could [displace workers in many industries](https://abcnews.go.com/Business/ai-coming-job-chatgpt-renews-fears/story?id=97079982#:~:text=Artificial%20intelligence%20could%20displace%20roughly,30%25%2C%20the%20firm%20found) as machines become more intelligent, performing tasks that were previously done by humans. This could lead to significant job losses in many sectors, causing economic and social upheaval. AI could also exacerbate existing inequalities, as those who have access to the technology will have an advantage over those who do not. This could lead to a widening wealth gap, social unrest, and the concentration of power in the hands of a few corporations or governments. Another concern is that AI could be used for malicious purposes, such as cyber-attacks or the development of autonomous weapons. This could lead to significant security risks and even global conflict. A joint study by the University of Oxford and the Future of Humanity Institute [warned us of this risk](https://arxiv.org/ftp/arxiv/papers/1802/1802.07228.pdf#:~:text=Malicious%20use%20of%20AI%20could,e.g.%20through%20privacy-eliminating%20surveillance%2C) in 2018. Furthermore, AI could be used to manipulate people’s opinions and behavior, leading to a loss of privacy and individual freedom. The ethical implications of AI must be carefully considered, and measures put in place to ensure that it is developed and used in a way that benefits society as a whole. ## **The AI paradox in content creation** Usage of AI for content creation is everywhere. The range of content that can be optimized or entirely created by AI expands every day. It can be written content with the help of tools like [ChatGPT](https://openai.com/blog/chatgpt), visual content creation with tools like [MidJourney](https://www.midjourney.com/) (which even controversially [won a graphical design competition](https://www.washingtonpost.com/technology/2022/09/02/midjourney-artificial-intelligence-state-fair-colorado/) recently), or audio transcribing with tools like [Whisper](https://openai.com/research/whisper), the new project recently released by OpenAI. In Hollywood, AI has been used to analyze a movie character like Luke Skywalker in Star Wars, subsequently creating new scenes with his voice and facial expressions using a technology called “[respeeching](https://www.respeecher.com/case-studies/respeecher-synthesized-younger-luke-skywalkers-voice-disneys-mandalorian#:~:text=%22Something%20people%20didn't%20realize,Season%202%20and%20the%20documentary) ” or “voice cloning”. Seeing all of this, it is clear that AI content creation is a necessary integration to our modern world and will, at the very least, have the power to commoditize the creation of content. ![](/wpe-content/uploads/2023/03/MicrosoftTeams-image-18-1-300x226.png) This concept creates an inevitable paradox. Mass-market, AI-powered content creation will likely raise the value—perceived and real world—of handmade content. Facing this paradox, marketers and brands will need to approach AI in content marketing with great care and consider the risks/benefits ratio for their line of business. Despite its benefits, AI will not yet grasp certain nuances we humans take for granted, including a sense of purpose, emotional authenticity, contextual understanding, and, ultimately, a level of creativity that will never be exactly matched by a trained data set like ChatGPT. These assumptions take into account current available AI technology for marketers, but all that could very well change in a few years depending on technological leaps. Right now, ChatGPT itself knows its own limits when asked: ![](/wpe-content/uploads/2023/03/MicrosoftTeams-image-18-300x160.png) ## **The AI paradox in digital marketing automation** For obvious reasons, primarily gains in efficiency, marketers and businesses are increasingly relying on AI to automate some of their more functional processes—including customer interactions. The rise in AI implementations in chatbots, companion tools, and automated email responses tend to share the same goals: Help brands understand their audiences, improve campaign targeting, and enrich the user experience as a result. The first issue here is that marketers were quick to embark on this journey and didn’t necessarily ask themselves if customers would be satisfied with these new experiences. In its report “[Are You Listening? The Truth About What Customers Want in a Digital World](https://info.calabrio.com/customer-loyalty-report)“, research firm Calabrio found that 75% of consumers tend to have more loyalty to businesses that provide the option to interact with a human instead of forcing chatbot or digital-only channels. To make matters worse, a substantial 37% of them question the legitimacy of companies that rely solely on digital means. Not everyone shares these concerns, of course. Ernan Roman, president of ERDM Corp, said during [last year’s Adobe Summit](https://summit.adobe.com/na/sessions/summit-online/online-2018/#21874): > When done right, AI can help brands master P2P by helping them better understand their customer. AI can help determine what experience to deliver based on the visitor attributes it deems most predictive. The machine can see your customer for who and what they are in that moment, and guide you in assessing and delivering the right solution, the right path, and the right personalized touchpoint—all in real-time and all at scale. Admittedly it’s more human than what even the best of the best human marketers can deliver on their own. The second issue lies in the paradox of this automation itself. Most businesses want to automate and digitize as many tasks as possible and leverage AI in the hope of making the workplace more efficient, freeing employees to focus on more meaningful tasks. But research has revealed that AI-driven automation can actually increase the complexity of work. In her study for the World Economic Forum, Barbara Ribeiro discovered that [workers in a science lab ended up having more repetitive tasks after the automation of processes](https://www.weforum.org/agenda/2023/03/ai-could-make-more-work-for-us-instead-of-simplifying-our-lives/). This is mainly explained by the fact that using robots meant that the volume of daily experiments skyrocketed, which, in turn, created far more related tasks for workers. Studies like this should temper our expectations of added freedom and liberty by using AI in the workplace. The third and final paradox in the automation of digital marketing tasks is that the more efficient the automation system is for a company, department, or team, the more essential the human contribution of the operators of these systems will become. In an increasingly automated world, humans will become substantially less involved, but their involvement will be critical. If, for example, an automated marketing system generates an error, it will reproduce that same error until it is flagged and fixed by human hand on the machine. ## **Where do we go from here?** The paradox of AI is that it is both a solution and a problem. We must find a way to harness its potential to address the world’s challenges while mitigating the risks it poses. This will require careful planning and collaboration between governments, businesses, and individuals. It is essential to consider the ethical implications of AI and ensure that it is developed and used in a way that benefits society as a whole, rather than just a select few. Only by doing so can we ensure a bright future for all in the age of AI. As we continue to explore the potential of AI, we must remain vigilant and proactive in addressing the problems it poses while embracing its potential to make the world a better place. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/listen-up-business-leaders-online-reviews-arent-just-for-consumers-and-can-drive-business-performance.md --- title: "Listen up, business leaders: Online reviews aren’t just for consumers and can drive business performance" date: 2026-01-12 published: 2023-03-07 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/business-reviews.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/listen-up-business-leaders-online-reviews-arent-just-for-consumers-and-can-drive-business-performance.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/dirigeants-et-cmo-les-avis-en-ligne-ne-profitent-pas-quaux-consommateurs-ils-contribuent-aussi-aux-performances-de-votre-entreprise.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/fuehrungskraefte-aufgepasst-online-bewertungen-sind-nicht-nur-fuer-verbraucher-gedacht-und-koennen-die-geschaeftsentwicklung-positiv-beeinflussen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/listen-up-business-leaders-online-reviews-arent-just-for-consumers-and-can-drive-business-performance-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/dirigeants-et-cmo-les-avis-en-ligne-ne-profitent-pas-quaux-consommateurs-ils-contribuent-aussi-aux-performances-de-votre-entreprise-2.md" --- # Listen up, business leaders: Online reviews aren’t just for consumers and can drive business performance Online reviews are an important tool for consumers in today’s digital age. Reviews help customers make informed decisions before making a purchase and give insight into the quality of the product or service. It’s effectively a win-win-win when reviews showcase customer satisfaction, build trust and credibility, and increase visibility online. Online reviews can ultimately help shape the way people view a business and its products or services, and have become an essential part of the customer experience—but they’re not *only* for consumers. If you’re managing a brand, business, product or marketing team, you should invest a significant number of resources to make the most out of your business’s reviews. Here’s why. ## Why you need to care about online reviews Online reviews are essential to overall business success because they help build brand trust and reputation. They also contribute to the bottom line: With a better review strategy, you’re looking at better local listing conversions and even sales and revenue. Customers trust online reviews—in some cases, as much as personal recommendations—but not all reviews carry the same weight for your customers and prospects, who need to see **recent**, **relevant**, and **local** reviews. First, they are looking for recent reviews; in fact, most users disregard online reviews older than three months. They are also looking for relevant reviews, covering different aspects or services of a business. So, it’s not just about the star rating: Most customers value the written review over the overall star rating. Finally, [they are looking for local information](/services/search-engine-optimization/local-seo/) and are interested not only in reviews for your brand but for a particular store. Businesses should care about their online reviews because they offer valuable customer feedback that can be used to improve customer service, product offerings, and overall customer experience. Reading and assessing online reviews can help businesses identify customer trends, understand customer preferences, and gain insight into areas for improvement. Furthermore, actively responding to customer reviews can help to boost customer loyalty and increase customer satisfaction. Finally, reviews can help businesses understand the needs of their customers and make improvements to their offerings. Here are examples from two brands we have the privilege to work with. ## How a restaurant brand used consumer reviews to adjust their offer We conducted a detailed analysis of the ratings and reviews received by the various restaurant brands our client manages in order to not only measure performance but to understand what factors impact that performance and, ultimately, to implement positive changes that would improve quality and customer experience down the individual brand and even location level. ![Computer monitor displaying TransparenSEE reporting dashboard](/wpe-content/uploads/2018/04/img-product-Transparensee.jpg) Leveraging [TransparenSEE](/local-marketing-platforms/transparensee/), our proprietary local presence management software, our team was able to identify the main underlying trends for the portfolio of brands and for each brand independently. For example, they’ve uncovered a significant drop in the star ratings for one brand and further investigation revealed that a lot of newer reviews were mentioning portion sizes. This allowed the business to pivot and make improvements to their operations. Ratings are now progressively climbing back up. ## How a consumer electronics brand optimizes their review process We also worked with a global consumer electronics brand to optimize the overall process of generating and managing reviews for their locations and products. Of course, this allowed us to identify interesting opportunities for process optimization, particularly in terms of how to get the desired number of reviews. It was observed that reviews were only requested once, typically immediately after a product purchase. This is not an invalid practice as such, especially for fast-moving consumer products, but it is different for products that require more time to master. We therefore tested different review request timing scenarios to optimize the response rate. We also noticed that focusing on certain aspects of the product generated more responses; these are the elements they now put forward in their requests. Of course, we always ensure to request reviews in a neutral manner and let the consumer answer honestly rather than try to elicit positive reviews artificially. ## Watch out for dark side of online reviews Most leaders know by now that volume of reviews is important (if you haven’t read it yet, we’ve written a great blog on [how to acquire more reviews](/blog/how-to-generate-google-reviews-and-boost-your-reputation-with-qr-codes/)). But you should nevertheless exercise caution when working with online reviews. We are not immune to a [wave of false reviews left by malicious fake users](/blog/google-calls-time-on-the-gbp-app-and-fights-back-against-a-new-review-scam/), as we saw last year in the restaurant industry. You may think the first thing to do would be to respond to a negative review by offering a resolution or something for free. But beware: Some scammers are leaving 1-star reviews for restaurants (and other businesses) then demanding gift cards in order to edit or remove said reviews. Luckily, Google is backing owners by working around the clock to remove malicious reviews and protect the business profiles affected. Google’s policy clearly states that reviews must be based on real experiences. In this case, it’s better to work with Google to report the review rather than provide compensation. In short, be sure to make the most of the information your customers generously share about their experiences with your brand, while keeping an eye out for potential outbreaks of reviews, positive or negative. Building brand reputation is about building brand trust, after all. Interested in this topic and want to discuss it further? Our [Local Presence Management](/services/local-presence-management/) experts are always happy to share their knowledge. Contact us! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/analytics/media-mix-modeling-what-you-need-to-know.md --- title: "Media Mix Modeling in 2023: What you need to know before diving in" date: 2024-12-30 published: 2023-02-27 author: "Gavin Bowick" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Untitled-design-3-2.jpg" categories: - name: "Proove Analytics" url: "/insights/blog/analytics.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/analytics/media-mix-modeling-what-you-need-to-know.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/analytics/modelisation-du-mix-media-ce-que-vous-devez-savoir-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/analytics/mediamix-modellierung-was-sie-wissen-sollten.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/analytics/media-mix-modelling-what-you-need-to-know.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/analytics/modelisation-du-mix-media-ce-que-vous-devez-savoir.md" --- # Media Mix Modeling in 2023: What you need to know before diving in Good news: You’ve decided to abandon last-click attribution measurement and made a firm resolution this year to step up your media attribution analysis game. Was losing third-party cookies and your ability to measure channel performance the reason? Or, you’re just think it’s time to change the way you’re evaluating upper funnel media, then media mix modeling can be a solution. Why? The primary reason being that it can report on performance without the same requirements for impression and click-based journey tracking. ## **Media mix modeling is not exactly in its prime youth** It is indeed a 50-year-old practice based on the two following principles: 1. The sales of a product are driven by a mixture of factors. These include variables such as its price, its availability, the number of competitors, the size of its market, and the market’s awareness and desire for that product – driven by advertising and promotional activity. 2. As the different factors of the mixture are changed, the effect on sales can be measured. The impact of different factors in the mixture can then be calculated using statistical approaches. In short, media mix modeling focuses on understanding the relative contributions of different channels, or different funnel stages of activity, on performance of a media campaign. Media mix modeling can provide insight into base and incremental conversions and revenue. Simply put, incremental results are the percentage of media-touched conversions that would not have occurred without marketing exposure. The analysis of base and incremental results can reveal the underlying brand awareness and loyalty over the long term, as well as the effect of shorter-term advertising activities and competition levels. Traditionally, established statistical techniques such as linear regression analysis have been used to perform these calculations, but more sophisticated tools are emerging to take media mix modeling to the next level. ## **How machine-learning is elevating media mix modeling in 2023 Since the 1960s, statisticians have patiently performed media mix modeling analyses using traditional econometric tools such as linear regression, sometimes even by hand. But media data have become more complex over the years, and the shortcomings of traditional methods have become increasingly apparent. Similarly, media data has become increasingly available and granular, with the multiplication of first-party data enriched by second- and third-party data. Finally, the computing power of machines having been overmultiplied and all the conditions were met to allow new machine learning methods to be applied in the framework of media mix modeling analysis. Some of these approaches, such as [Robyn](https://facebookexperimental.github.io/Robyn/)—Meta’s ML-powered and semi-automated marketing mix modeling open source package launched back in 2021—seek to simplify the technique, allowing users to “pour” their cost and conversion data into a data science workflow and generate a selection of models. In short, machine learning simplifies the process: It is able to iteratively and rapidly tweak the model for better performance. ## **So now you only need to plug in the data and voilà? Did you really think we were going to tell you that a simple (or not so simple!) machine would do the job perfectly? Even if it is technically possible to simply put the data into the machine and cross your fingers that everything goes well, we are convinced of the importance of the strategic contribution of data scientists, statisticians, and subject matter experts to develop a truly relevant and efficient model. Here are some situations where deeper investigation would be more than welcomed: 1. Different datasets may be better suited to different analysis using different model types 2. Different datasets may benefit from manual ‘tuning’ of some of the parameters required by the algorithm 3. Model outputs may simply not be actionable: perhaps the model’s recommendations are not aligned with your business objectives or the recommended tactics cannot be effectively deployed in the marketing channels used 4. Initial exploratory analysis of the data may allow the building of more accurate models Let’s explore this last case in a little more depth. For example, you could have decided to include “paid search” as a single channel in your analysis. This seems like a logical thing to do, but within each channel there may exist different behaviors of the data, and these vastly different patterns may limit the accuracy of the model: ![](/wpe-content/uploads/2023/02/chart_1-300x200.png) Exploring the data before the model build may uncover these differences, such as between branded keywords and generic keywords campaigns or variation of performance between regions, which can inform the model building process and improve model accuracy: ![](/wpe-content/uploads/2023/02/chart_2-300x200.png) The myopia caused by hidden patterns in the concatenated data can lead to questionable decisions that result in unnecessary risk-taking and potential disastrous consequences on campaign profitability. ## **What can happen if you trust the machine blindly and how to avoid the pitfalls Among the potential negative impact of over-reliance on machine learning media mix modeling tactics, you could for example end up setting your budget splits completely inappropriately, overinvesting in irrelevant channels or underfunding others. You could also end up with a model output that is incorrectly interpreted—that would be the case if you are provided with an aggregate model for the whole year but are in fact in a highly seasonal business. The solution? Common sense, first and foremost. Asking yourself if what the model presents to us makes intuitive sense, based on your knowledge of the industry, the company, its products, its past successes. And the second option, complementary to the first: The implementation of a robust process of testing and experimentation, to give yourself the opportunity to explore all scenarios, even the most unexpected, in a controlled environment. ## **All aboard the media mix modeling train? Is media mix modeling version 2023 for every company and every industry? Well, it is for you if: - you have enough data and that your data is in good shape, because machine-learning is feeding of big quantity of clean data; - you understand that platforms are evolving over time and that historical data may not always be the best representation of how a platform is going to perform in the future—for every company, including your competitors; - or you are looking for high-level, strategic insights into the impact and effectiveness of marketing channels. If you are looking for more granular, tactical insights into the role of different touchpoints at different stages of the journey, you might not want to say goodbye completely to clickstream data analysis yet. We hope that this first excursion into the fascinating world of media mix modeling has helped you ask yourself the right questions. Do not hesitate to contact our experts to see if this technique is the best option for your company. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/creative/how-to-create-the-right-content-for-your-business.md --- title: "How to create the right content for your business" date: 2024-12-30 published: 2023-02-15 author: "Rosalind Kinder" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/content-cover.jpg" categories: - name: "Creative" url: "/insights/blog/creative.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/creative/how-to-create-the-right-content-for-your-business.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/creative/comment-creer-le-meilleur-contenu-pour-votre-entreprise-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/creative/so-erstellen-sie-die-richtigen-inhalte-fuer-ihr-unternehmen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/creative/how-to-create-the-right-content-for-your-business-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/creative/comment-creer-le-meilleur-contenu-pour-votre-entreprise.md" es: "https://www.dacgroup.com/es/descubre/blog/creative/como-elaborar-los-mejores-contenidos-para-tu-empresa.md" --- # How to create the right content for your business Anyone from anywhere in the world can make content, but not everyone can create content that actually works or makes an impact on their target audience. The key is to speak *with* your audiences, not *at* them. By having a conversation and getting to know your audience, you will begin to understand what content brings you both together. Creating the right content for your business is really about aligning your products and services with your audience’s needs and interests. Making your audience the hero of the content ensures that your message resonates, and by integrating how your business can help solve their individual challenges or provide opportunities, the content becomes more relevant and likely to engage. ![](/wpe-content/uploads/2023/02/EN_Your-audience-is-the-hero-of-your-story-1-300x210.png) 1. ## Get to know your audience and make your audience the hero In this story, what are their dreams, needs, and goals? Where do they spend their time online and offline, and what are their values? What drives brand affinity and what helps them make relevant purchasing decisions? 2. ## Where are they in their user journey with your brand? Are they brand new and needing more context? Are they familiar and need more detailed information to help them make a final decision? Or are they brand-loyal and in need of reasons to stay engaged? Creating a variety of [content that helps meet the users where they are across the user journey](/services/content-strategy/) is a step in the content creation process that should not be ignored. 3. ## What are your business objectives for this audience? Identifying how your value proposition applies to your audience will reveal your best opportunities to enter into conversations. Explore relevant topics that will help bridge your audience’s story with your own and, most importantly, provide them value along their journey. ![A team of marketers planning content strategy in a meeting.](/wpe-content/uploads/2023/02/content-planning.jpg) 4. ## Speak the language of your audience Conduct [SEO research](/services/search-engine-optimization/) that illuminates more about speaking your audience’s language—and we don’t just mean multilingual content. SEO keyword research allows brands to evaluate how users seek out information relative to their brand, service, or industry. Applying this research is essential in understanding not only what they are seeking, but *how* they’re asking for information or services around the topic. 5. ## Consider the format How is this content being delivered within your audience’s [omnichannel experience](/blog/podcast-rewind-4-takeaways-from-our-omnichannel-episode/) with your brand? From audience research, do we know if users prefer videos, social post content, or longer web articles? How users consume content should impact how we create for them. Impactful stories come to life in many ways, and planning the development of quality content ensures you have a variety to meet their needs on the website, on social media, or even through email. 6. ## Measure and optimize There is little point to creating content just to create it. All content should be created with a purpose and goal, and should be measured accordingly. Identifying the goal of the content and assigning KPIs will tell you if your content is reaching your users and resonating with them. Have you determined the goal of your content yet? Consider what would count as a win for your piece—whether it’s engagement, click-through, follow, like, or even downloads or subscribes—and design your content and call-to-action in a way that helps users see how converting will help them meet their own goals and needs. - For example, after sharing a new article with your email subscriber list that advertised a free downloadable white paper, did users click-through to download the advertised content? - If your brand published a content piece with a poll, did users participate in your poll to enable more information gathering, or did they skim through? Keep in mind that visitors come to your brand looking for content. But all the other aspects of your site or page, such as the [design and user interface](/services/design/), are essential too and complement your content to deliver something of high value and quality to your visitors. Not sure where to start? Our Content Strategy team are here to help—and it all starts with a friendly chat. Let’s talk! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/creative/2023-the-year-of-the-visual-internet.md --- title: "2023: The year of the visual internet" date: 2024-12-30 published: 2023-02-14 author: "Sara Kudlowsky" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/MicrosoftTeams-image-11.jpg" categories: - name: "Creative" url: "/insights/blog/creative.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/creative/2023-the-year-of-the-visual-internet.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/creative/2023-lannee-de-linternet-visuel-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/creative/2023-das-jahr-des-visuellen-internets.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/creative/2023-the-year-of-the-visual-internet-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/creative/2023-lannee-de-linternet-visuel.md" es: "https://www.dacgroup.com/es/descubre/blog/creative/2023-el-ano-en-el-que-internet-se-hizo-mas-visual.md" --- # 2023: The year of the visual internet The year is already presenting a lot of opportunities and challenges for marketers. On one hand, there are disruptions to the marketing industry with the ongoing evolution of the SERP (search engine results page), [the rise of generative content](/blog/microsoft-vs-google-the-battle-for-ai-supremacy-is-on/) (content created by artificial intelligence), and even economic uncertainty on the horizon. On the other hand, marketers can strengthen their brand voice and drive growth by embracing these marketing trends. The main trend in 2023 is that the internet will increasingly be watched and listened to rather than read. The explosion of platforms, the democratization of content creation tools, and the multiplication of content creators has significantly transformed the online experience in recent years. We’ve explored how these disruptions are affecting the online experiences through the lens of paid media, listings management, local search, content creation, and more. In short, the online experience has never been so visual. Not only do marketers need to understand the implications of this new reality to win in 2023, but they also need to embrace AI as the enabler. ## SEO has become more visual to address user needs Richer and more visual SERP experiences are continuing to address users’ needs directly within search results, often without needing to access a website. Marketers should remember that it was never Google’s job to send traffic to websites—its aim is to answer user queries in the most effective way. With this in mind, video and other visual elements are playing a more important role in organic search as they become more integrated within SERPs and exert a greater impact on organic performance. Just take a look at the difference less than two years makes with the search “shoes” into Google: ![](/wpe-content/uploads/2023/02/SEO-iphone-300x255.jpg) ## Brands need to manage and enhance their local listings to stay competitive With the increasing visualization of the SERP, Google will push for more short-form video content from local businesses and will, in turn, reward businesses with video testimonials, short product demos, and general video content with improved placement in SERPs. Brands also need to consider that [65% of Google searches result in zero-clicks, up from 50% in 2019](https://www.seroundtable.com/study-65-of-searches-do-not-click-31128.html#:~:text=Rand%20Fishkin%20came%20out%20with,Google%20searches%20ended%20without%20a). You can learn just about anything about a business without a single click, as you can see below , with hours, address, ratings, and even available products right on the local search page. Ensuring accurate content on your business listings is not enough; brands need to optimize it with pictures, video, and more to really drive conversions. ![](/wpe-content/uploads/2023/02/SERP-Macys-172x300.png) ## Brands need to embrace the idea that AI will be used create content While the concept of generative content—content created by AI—has been incubating in deep development for some time, the recent release of the ChatGPT interface by Open.AI has opened it up to a wide audience to investigate, query, and create, with more than 1 million people jumping on the platform within the first five days of release. The chatbot has since [surpassed 100 million users](https://www.theguardian.com/technology/2023/feb/02/chatgpt-100-million-users-open-ai-fastest-growing-app) , doing so far faster than both TikTok and Instagram. Expect more platforms and applications to begin offering generative content capabilities, which will have significant implications for content creation—especially in terms of rapidly scaling original content. There will be impacts in the speed and efficiency of content being brought to market, while content job market itself will see traditional “creator” roles displaced by “AI Guide” and “AI Trainer” career paths. ## Video is crucial to maintaining a strong social media presence One of the main marketing trends in 2023 is how video is becoming a necessity in any marketer’s mix in order to capture attention, especially in the awareness phases. This new trend is seeing video initiatives aimed toward conversion goals, as seen with success on popular platforms like TikTok , where short videos are generating strong conversion rates ([43% of TikTok users will try something new after seeing it on the platform](/blog/discover-the-power-of-tiktok-advertising-proven-strategies-for-success/)). This shift in paradigm should dispel the notion that video is aimed toward awareness and brand recognition only; instead, it can be used as a lower-funnel tactic. ## Paid media powered by AI will become more granular and effective The major trend impacting paid media is how AI is helping create more effective media plans. By removing the busy work, marketers can focus on higher value tactics like personalized offers, strategies tailored to user experiences, and monitoring AI or managing platforms. While the shift towards relying on AI and automation may seem scary at first, those who embrace this trend will be able to distill meaningful insights that provide a genuine competitive advantage. Tools and platforms will also evolve in this direction, like PMAX (Google Performance Max), to target tactics more granularly. In the end, this should help customers become accustomed to more impactful and enjoyable ad experiences. Excited to capitalize on these trends but don’t know where to start? Get in touch with us to see how we can take your digital media performance to the next level. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/microsoft-vs-google-the-battle-for-ai-supremacy-is-on.md --- title: "Microsoft vs. Google: The battle for AI supremacy is on" date: 2024-12-30 published: 2023-02-09 author: "Dan Lauer" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/DAC_ChatKnights.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/microsoft-vs-google-the-battle-for-ai-supremacy-is-on.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/microsoft-vs-google-bataille-pour-la-suprematie-de-lia-est-lancee.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/microsoft-gegen-google-der-kampf-um-die-kuenstliche-intelligenz.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/microsoft-vs-google-the-battle-for-ai-supremacy-is-on-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/microsoft-vs-google-bataille-pour-la-suprematie-de-ia-est-lancee.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/microsoft-vs-google-batalla-por-supremacia-de-ia.md" --- # Microsoft vs. Google: The battle for AI supremacy is on The battle for AI supremacy is officially on between Microsoft and Google. The excitement around AI (Artificial Intelligence) has reach fever pitch in the last 60 days or so. It’s gone from one or two weekly posts on specialized blogs to multiple new daily articles, opinions, and hot takes about AI, not to mention actual new information and announcements by Microsoft, Google, and other players in the AI space. After teasing a “new” Bing in the last week or two, Microsoft finally gave us the full [news release](https://blogs.microsoft.com/blog/2023/02/07/reinventing-search-with-a-new-ai-powered-microsoft-bing-and-edge-your-copilot-for-the-web/) and a special live event in Seattle about the integration of ChatGPT in future iterations of Bing, Edge, Azure, and other Microsoft products. The demo and details from Microsoft weren’t only impressive, but a shot across Google’s bow—prompting the search giant to respond with its own announcement about [its own AI initiative, Bard](https://blog.google/technology/ai/bard-google-ai-search-updates/). As the New York Times reported, OpenAI’s launch of ChatpGPT and Microsoft’s subsequent investment [caused a “code red” at Google](https://www.nytimes.com/2022/12/21/technology/ai-chatgpt-google-search.html). ## Microsoft wants to reinvent search Microsoft says that its goal is to reinvent search into one “unified experience”, and points to the fact that search has been stagnant for years. In fact, according to Microsoft, more than half of the 10 billion searches conducted each day go unanswered. Its plan is to integrate AI as a “copilot” for the web via new versions of Bing and Edge. - Next-generation open AI model ChatGPT 3.5 will power the new Bing - Announcement of Microsoft Prometheus Model; a new way of working with the OpenAI model - Applying AI to its Core Search Algorithm - Brand new [UX](/services/design/) for Edge/Bing Microsoft showed several examples—including creating a menu for an anniversary and building a trip itinerary—to illustrate how search, browsing, and chat can be combined into a seamless user experience on the web. ## Should Google be worried? Right now, yes, and here is why. 1. In order to test the new Bing, you can sign up to the wait list [here](http://www.bing.com/new). If you set Edge as your default browser and install the Bing app, you will be moved up the wait list. It’s a smart way to start counteracting Google Chrome and Google Search’s dominance of the browser and search markets respectively. 2. Google seems to have been caught off-guard and is scrambling internally to get something out. Right now, Microsoft is still ahead of Google with what seems to be a better product, although it still needs some improvements and is not yet fully live. In short, Microsoft got the first good punch in but the ball is in Google’s court now. The fight for AI supremacy is on. ## Time to pump the AI brakes AI is a fast-evolving field and it’s hard to keep up, particular in terms of legislation. As Dr. Ian Malcolm put it in Jurassic Park: “Your scientists were so preoccupied with whether they *could*, that they didn’t stop to think if they *should*.” ![Webpage of ChatGPT, a prototype AI chatbot, is seen on the website of OpenAI, on a Google Pixel smartphone. Examples, capabilities, and limitations of the chatbot are shown before a new chat. OpenAI is an AI research and deployment company.](/wpe-content/uploads/2023/02/chat-gpt.jpg) Getty images just [filed a lawsuit](https://www.searchenginejournal.com/getty-images-sues-stability-ai-for-copyright-infringement/478688/) for copyright infringement regarding AI-generated images. Having previously admitted using AI to generate content, CNET (and other outlets) is now having to revise and issue corrections as the content was not 100% accurate. It has actually [stopped publishing AI content](https://www.theverge.com/2023/1/20/23564311/cnet-pausing-ai-articles-bot-red-ventures) altogether for the time being. In January, New York City’s public school system announced it is trying to combat students from cheating on term papers. In response, OpenAI released a tool just within the last couple of weeks to determine if a block of text was written by AI. We tested this earlier this week with mixed results. We generated a paragraph of text in ChatGPT, didn’t make any edits, and used the [OpenAI Text Classifier](https://platform.openai.com/ai-text-classifier). The verdict? “Unlikely written by AI.” The [use of watermarks](https://www.technologyreview.com/2023/01/27/1067338/a-watermark-for-chatbots-can-spot-text-written-by-an-ai/) for chatbots is being developed to combat plagiarism issues. Additionally, Microsoft stressed in its announcement yesterday that it was working with OpenAI “responsibly” and implementing safeguards to combat against dangerous or harmful content that promotes misinformation. For the [SEO](/services/search-engine-optimization/) industry, technological advances that intend to improve search are usually a good thing. However, AI in its current guise is nothing like Iron Man’s J.A.R.V.I.S. Human intervention is still needed to review content, tweak output, fact-check, and more. AI right now should be considered a tool rather than a fully formed entity that could replace entire industries. ## **Immediate efficiencies offered by AI** 1. Helping troubleshoot code issues, or even generating code blocks like schema mark-up 2. Generating keyword topics and keyword clusters (the era of really long-tail keywords is upon us!) 3. Creating lists of potential blog topics 4. Generating small sections of text for a page 5. Helping to generate meta descriptions and page titles 6. Creating Excel formulas and other data calculations, such as VLOOKUP The pace of change in just the last 30-to-60 days has been dizzying, but don’t expect that pace to let up anytime soon. Instead, expect 2023 to be an fascinating year for technological advances—hopefully for the better. --- https://www.dacgroup.com/insights/blog/paid-media/discover-the-power-of-tiktok-advertising-proven-strategies-for-success.md --- title: "Discover the power of TikTok advertising: Proven strategies for success" date: 2024-12-30 published: 2023-02-03 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/tiktok.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" tags: - name: "Lasso" url: "/tag/lasso.md" - name: "marketing trends" url: "/tag/marketing-trends.md" - name: "video marketing" url: "/tag/video-marketing-2.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/discover-the-power-of-tiktok-advertising-proven-strategies-for-success.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/les-bonnes-tactiques-pour-exploiter-le-pouvoir-publicitaire-de-tiktok-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/der-einfluss-von-tiktok-werbung-bewahrte-erfolgsstrategien.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/discover-the-power-of-tiktok-advertising-proven-strategies-for-success-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/les-bonnes-tactiques-pour-exploiter-le-pouvoir-publicitaire-de-tiktok.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/el-poder-de-la-publicidad-en-tiktok-planteamientos-estrategico-para-campanas-de-exito.md" --- # Discover the power of TikTok advertising: Proven strategies for success TikTok, the short-form video app that has taken the world by storm, has also proven to be a valuable platform for digital advertising. With a highly engaged user base and a range of targeting and advertising options, TikTok offers a unique opportunity for businesses to reach and connect with their audience in fresh and engaging ways. In this article, we will explore the various benefits of using TikTok for digital advertising, including its large user base, targeting and advertising options, and the high levels of engagement amongst its user base. ## By the numbers - In a DAC test comparing TikTok ads and YouTube skippable instream ads with both having the goal of awareness, TikTok CPM’s were nearly 50% lower - [37% of TikTok users have a household income of $100k+](https://www.marketingcharts.com/digital/social-media-108342) - [61% of all TikTok users are female](https://www.statista.com/statistics/1095201/tiktok-users-gender-usa/) - 90% of TikTok users access the app every day - [30% of Gen Zers prefer using TikTok for product research](https://sproutsocial.com/insights/tiktok-stats/) - 43% of TikTok users try something new after seeing it on the platform ## 2 billion monthly users One of the key benefits of using TikTok for digital advertising is the app’s massive user base. As of 2021, [TikTok had over 1 billion monthly active users](https://www.statista.com/statistics/1267892/tiktok-global-mau/), making it a highly attractive platform for advertisers. This large user base represents a significant opportunity for businesses to reach a wide and diverse audience, potentially increasing the chances of success with their ad campaigns. Having access to such a large and diverse audience also provides businesses with the opportunity to test and optimize their ad campaigns. By targeting different segments of the TikTok user base and analyzing the results, businesses can gain valuable insights into what works and what doesn’t, allowing them to fine-tune their campaigns and get the most out of their ad spend. Additionally, the ability to target users based on their demographics, interests, and behaviors ensures that businesses are able to reach the most relevant and receptive audience, increasing the chances of engagement and conversion. ## TikTok’s targeting and advertising options In addition to its large user base, TikTok offers a range of targeting and advertising options to help businesses reach the right audience. The app allows advertisers to target users based on demographics, interests, and behaviors, ensuring that ads are shown to the most relevant and receptive audience. This level of targeting can help businesses get the most out of their ad spend and increase the chances of success with their campaigns. ![Archer shooting her bow.](/wpe-content/uploads/2023/01/Archer.jpg) TikTok also offers a variety of ad formats and placements to suit the needs of different businesses. From sponsored hashtag challenges and branded effects to in-feed ads and branded content partnerships, TikTok has something to offer for every advertising goal and budget. ## A highly engaged user base Another benefit of using TikTok for digital advertising is the app’s highly engaged user base. TikTok users are known for their active participation and engagement on the platform, which can translate into higher levels of engagement with ads. This high level of engagement is a key advantage for businesses looking to increase brand awareness and drive conversions. One of the ways that businesses can take advantage of TikTok’s engaged user base is through the use of interactive ad formats, such as sponsored hashtag challenges, branded takeovers and branded effects. These types of ads encourage users to create and share their own content, which can help to spread the brand’s message and increase awareness. By leveraging the power of user-generated content, businesses can tap into the creativity and passion of TikTok users, leading to higher levels of engagement and more effective ad campaigns. In addition to interactive ad formats, businesses can also use TikTok’s (branded lenses) to reach their target audience. These options allow businesses to deliver targeted and relevant ads to users, increasing the chances of engagement and conversion. By understanding the unique features and best practices of TikTok, businesses can effectively leverage the platform to achieve their advertising goals and drive success. ## TikTok as a search engine TikTok has become more than just a platform for creating and consuming video entertainment. It has also become a search engine that many young users, especially those belonging to Gen Z, turn to for answers to questions or to find nearby restaurants. The reason for this is likely due to the platform’s powerful algorithm, which personalizes each user’s feed based on their interactions. This personalization of content, paired with the authenticity of “home-made” videos, allows for users to trust the information they find on TikTok more than on faceless websites. Prabhakar Raghavan, a Google senior vice president, even noted the shift in user behavior at a technology conference in July: > In our studies, something like [almost 40 percent of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search](https://www.nytimes.com/2022/09/16/technology/gen-z-tiktok-search-engine.html#:~:text=%E2%80%9CIn%20our%20studies%2C%20something%20like,a%20technology%20conference%20in%20July). They go to TikTok or Instagram. ## These two brands are doing it right Ryanair and DuoLingo are both successful TikTok accounts that have built a strong organic presence on the platform. Both accounts regularly post TikToks that are timely and relevant, incorporating viral sounds and engaging with their followers through comments. They have also stayed true to their brand identities, with Ryanair using consistent filters and green screens in their content and DuoLingo featuring a mascot in every video who serves as the face of the brand. By following these strategies, Ryanair and DuoLingo have been able to build a large following on TikTok. [![Duolingo interacting with its followers on TikTok.](/wpe-content/uploads/2023/01/duolingo-tiktok.jpg)](/wpe-content/uploads/2023/01/duolingo-tiktok.jpg) [![Ryanair interacting with its followers on TikTok.](/wpe-content/uploads/2023/01/ryanair-tiktok.jpg)](/wpe-content/uploads/2023/01/ryanair-tiktok.jpg) ## Plan for success: The key elements of a strong TikTok ad campaign To succeed with a TikTok ad campaign, businesses need to have a solid plan in place. The following five elements are critical considerations for creating a successful TikTok presence that will last beyond sudden virality: 1. ### Act quickly TikTok trends move at the speed of light. To stay relevant, businesses need to be able to act quickly and jump on trends as soon as they emerge. This requires a dedicated social media manager who is skilled in creating and editing content that resonates with the TikTok audience. 2. ### Manage the conversation A traditional posting timeline may not be fast enough for TikTok, which is why a skilled TikTok manager may be the best route. A trusted asset on the team who can hop on trends quickly and maintain the brand’s presence on the app is essential. A combination of paid and organic content is often the most effective approach on TikTok. Ads can draw users to your account, while organic content keeps their attention and primes the pump for future conversions. 3. ### Understand the algorithm The algorithm that powers TikTok’s content recommendations plays a crucial role in the success of a campaign. Hashtags, sounds, keywords, captions, and location all influence how the algorithm delivers content to users. By targeting ads and organic content effectively, businesses can increase their chances of reaching the right audience and achieving their advertising goals. 4. ### Know your niche TikTok is a platform that caters to a wide variety of niches, including fashion, food, retail, media and entertainment, news, beauty, travel, health and fitness, and animals. To succeed on TikTok, it is important for businesses to understand their niche and focus on creating content that resonates with their target audience. 5. ### Treat TikTok comments like Amazon reviews Reviews and comments both play a crucial role in the success of a business. On Amazon, positive reviews can help customers make purchasing decisions, while on TikTok, comments can make or break a video. Users often check the comments section to gauge the general sentiment towards a piece of content. Brands that disable comments or fail to engage with their audience in the comments may come across as shady or unresponsive. By actively managing and engaging with comments, businesses can build trust and create a positive reputation on TikTok. In conclusion, TikTok offers a unique and valuable opportunity for digital advertising. Its large user base, targeting and advertising options, and highly engaged user base make it an attractive platform for businesses looking to reach and connect with their audience. By understanding the key elements of a successful TikTok ad campaign and creating a plan for success, businesses can effectively leverage TikTok to achieve their advertising goals—and we’re here to help you do exactly that. Let’s talk. GET IN TOUCH *By Ellie Hughes, Erin Rose, and Gregory Flannigan* --- https://www.dacgroup.com/insights/blog/local-search/change-your-stars-how-to-respond-to-online-reviews-2.md --- title: "Change Your Stars: How to Respond to Online Reviews" date: 2024-12-30 published: 2023-02-01 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Various-star-shaped-neon-lights-stock-photo-1.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "local listings" url: "/tag/local-listings-2.md" - name: "online reputation" url: "/tag/online-reputation-3.md" - name: "review management" url: "/tag/review-management.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/change-your-stars-how-to-respond-to-online-reviews-2.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/ameliorer-vos-etoiles-comment-repondre-aux-avis-en-ligne.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/ameliorer-vos-etoiles-comment-repondre-aux-avis-en-ligne-2.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/mejorando-el-rating-por-que-es-recomendable-responder-las-reviews-negativas.md" --- # Change Your Stars: How to Respond to Online Reviews Before buying a product or subscribing to a service, many internet users consult customer reviews to build their own opinion. Considered more authentic than brand advertising, customer reviews are now a real sales argument for companies. In short, it’s essential for local businesses to encourage their customers to write online reviews, but *how* essential is it? To put it into numbers, it’s estimated that 95% of consumers read online reviews before making a purchase and [91% of 18–34-year-old consumers](https://www.searchenginejournal.com/online-review-statistics/329701/#close) trust online reviews as much as personal recommendations. Encouraging your customers to write reviews is a great way to not only engage them but increase your conversion rates (proportion of searches that result in an action, including clicks to call, clicks for directions, and clicks to the business website). On Google, [for every 0.1 star increase in average rating, a Google profile converts 4.4% better than before](https://streetfightmag.com/2022/12/02/influence-of-reviews-on-conversion/?utm_source=sterling-sky-newsletter)! In the same way, it is important to encourage longer reviews. Just this past month, it was revealed that [longer reviews and reviews with pictures spend more time at the top of Google’s local listings](/blog/revealed-how-photos-and-upvotes-impact-review-visibility/). It’s also interesting to note that 57% of consumers will only consider businesses that have a 4-star rating or higher—and that Google defaults to 4.0+ star ratings for any queries which include “best”, “top”, or similar keywords in the query. The solution for any locations just below the 4-star threshold is to obtain the extra push they need through review replies. ## Responding to reviews to increase your online presence Receiving online reviews is essential for local businesses, but it is just as important to respond to reviews as to receive them. Indeed, whether the reviews are positives or negatives, responding is not only an opportunity to build a positive online presence, but also to reassure customers that their voices matter and that you are willing to listen and help them. In addition, it encourages more with your brand. A recent study has shown that if a business responds to 100% of its reviews as opposed to none, [the conversion rate improves by 16.4%](https://streetfightmag.com/2022/12/02/influence-of-reviews-on-conversion/?utm_source=sterling-sky-newsletter). ![Five stars arranged on wooden steps.](/wpe-content/uploads/2023/01/stars.jpg) We all know that it can be a challenge to manage reviews for companies that operate and oversee multiple locations, especially for companies operating internationally. But how can enterprise-level corporations effectively manage their reputation across countless locations? And how should a business respond to online reviews? Do you really need to respond in all instances, both good and bad? The answer is yes whether the feedback is positive or negative. Responding to reviews has been shown to increase your overall review score over time, it increases average star rating by as much as half a star, and increase the frequency of reviews with bodies of text. Although it can be difficult to find the time, it is worth the effort in the end. ## Responding to negative reviews: Turning problems into solutions Negative reviews can cause untold damage to your local reputation and ignoring them can make things worse. Indeed, remember that you’re not only replying to just the one reviewer—you are also speaking to everyone who can see the review, including potential clients. Potential new customers that read reviews are also looking for negative reviews with positive responses to gauge how the business treats its customers. This is your chance to shows online users that you are not shady or neglectful and that you have taken steps to ensure this problem won’t happen to the next customer. The way you respond to a review is everything. Maintaining a professional attitude and disposition offers you key opportunities to take truly negative reviews and turn them into positive public relations. ## How to respond to a negative review 1. ### Whatever happened, apologize and sympathize Even if the negative review is believed to be unfounded or unjustified, it’s smart to acknowledge the customer’s concerns and express sympathy. *“I’m sorry to hear you were dissatisfied with your experience with us.”* 2. ### Keep it short and sweet Don’t share too many details, ask probing questions (you won’t like the answers!), or risk upsetting the customer even more. Three short sentences should be more than enough to say what you need to say. 3. ### Inject a little positivity Make it clear that most customers are pleased with their experiences. *“We’ve built a strong reputation for our attentive services, and I’m really disappointed that we seem to have fallen short in this instance.”* 4. ### Move the conversation out of the public arena Share contact information so the reviewer can continue their grievance one-to-one in a private channel. *“My name is Drew, and I’m the Manager at this branch. I’d like to make this right for you, so please get in touch by contacting our Customer Service department at your earliest convenience. I’m sure we can work out a fix for the problem here.”* 5. ### Omit your business name and target keywords When responding to negative reviews, make sure to omit the business name and any target keywords. This isn’t the type of content you want to appear in search results! ![A negative review on Google.](/wpe-content/uploads/2023/01/bad-review.jpg) ## Replies to positive reviews are as important as replies to negative reviews It is absolutely necessary to reply to the negative reviews, but it’s also fundamental to respond to every positive review too! A five-star review is its own reward, but that’s not where your job ends. It is important to keep in mind that 95% of consumers now read online reviews and replying to a positive review is a good chance to engage your customers (existing and potential) and broadcast your branding in a direct but subtle way. Responses are a golden opportunity to increase your brand SEO potential and you can maximize it by including your business name, and target key words like category, and location in your responses. Aside from the ranking benefits a local business gets if done right, a review response can also elevate the SEO ranking of the review itself. That positive review may even start to show up in search results for your business depending what keywords are mentioned in the review and the response. ## How to amplify a positive review 1. ### Say thank you—and be specific Make it clear that there’s a real person behind the reply and call out a specific detail of the review. *“Thank you so much for your kind words. You’re absolutely right: Marie is an exceptional financial planner and she really cares about her clients!”* 2. ### Keep the message on point While positive review responses are a golden opportunity to increase SEO potential as well as cross promotions, it is imperative that the response remain focused on the review itself and to only include keywords and other extras to points that have been brought up in the review. 3. ### Include your business name and target keywords Maximize the potential SEO benefit by incorporating your client’s business name, category, and location. *“The entire team here at ACME Savings Chicago is delighted to hear your feedback, and we’re proud to help local people like you with all your retirement planning needs.”* 4. ### Include a call to action Turn that satisfied customer into a brand ambassador: ask them to try another product or service, or to spread the word about your business. *“Ask us about our new savings app next time you visit—and bring a friend!”* 5. ### Sprinkle a little marketing magic The reply is going to be read by others, so why not take the opportunity to mention a new feature or promotion? *“Did you know that our new savings portfolio is now available?”* ![A positive review on Google.](/wpe-content/uploads/2023/01/good-review.jpg) ## Remember to respond to rating-only reviews too Over the last decade we have observed a decrease in the number of characters in reviews left by customers on Google and in many situations, it is common to receive reviews (positive or negative) that contain only a rating and no comments. It’s no secret that Google primarily highlights reviews with comments and therefore reviews without comments are less helpful in improving your online reputation. However, your responses to these reviews are a great way to add relevant keywords to your Google Profile and that’s why it’s essential to respond to every review, including the ones without comments. To take full advantage of reviews and ratings, businesses can also respond to reviews with only stars and no written comment. By doing so, you’re adding keywords to your Google Business Profile which otherwise wouldn’t appear. Consider technology that allows you to respond to a high volume of reviews like DAC’s [Review Response Assistant](/local-marketing-platforms/reputation-management/). A variety of responses can be populated and then utilized as needed which will guarantee all consumers receive a unique response to their review. You are increasingly what your reviews say you are. That means [online reputation](/services/local-presence-management/local-reputation-management/) is more important than ever before—and if you get your online presence right, you can make a great first impression each time. It is not only important to encourage your customers to write reviews, but also necessary to analyze them and understand your strengths and areas for improvement, in order to get better as a business. Want to get more from your online reviews? You’re in safe hands with DAC. Let’s talk. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/revealed-how-photos-and-upvotes-impact-review-visibility.md --- title: "Revealed: How photos and upvotes impact review visibility" date: 2024-12-30 published: 2023-01-10 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-US-2022-dec.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "GBP" url: "/tag/gbp.md" - name: "Google Business Profile" url: "/tag/google-business-profile.md" - name: "local listings" url: "/tag/local-listings-2.md" - name: "local search" url: "/tag/local-search.md" - name: "online reviews" url: "/tag/online-reviews.md" - name: "reputation management" url: "/tag/reputation-management.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/revealed-how-photos-and-upvotes-impact-review-visibility.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/decouverte-comment-les-photos-et-les-likes-influencent-la-visibilite-des-avis.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/aufgedeckt-wie-fotos-und-upvotes-sich-auf-die-sichtbarkeit-von-bewertungen-auswirken.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/revealed-how-photos-and-upvotes-impact-review-visibility-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/decouverte-comment-les-photos-et-les-likes-influencent-la-visibilite-des-avis-2.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/revelado-como-las-fotos-y-los-likes-influyen-la-visibilidad-de-las-resenas.md" --- # Revealed: How photos and upvotes impact review visibility And that’s a wrap! December brought the curtain down on another eventful year in local search, and there were no major updates and releases during what is a major holiday season in large parts of the world. Holiday shopping, after all, is all about sticking to what’s tried and true so that no disasters occur during the golden quarter. While IT departments at Google and other directories prayed that no servers crashed during their vacation time, others in the local search space came forward to provide valuable research on the temporarily stable online ecosystem—including crucial new insights into online reviews and reputation management, the two hot topics of 2022 (and, most likely, 2023 as well). Let’s take a look. ## Reviews with photos rank better (and last longer) We already knew that reviews with photos get preferential treatment on Google, but only now do we understand the extent of it. Factors such as review length, freshness, and keywords all go into ordering reviews relevant to the user, but it that appears photos have a disproportionate valuation in that algorithm. Whenever possible, Google only uses reviews with photos to populate the top 10 reviews for any local business. It is such a major [ranking factor](/blog/explained-the-complex-quality-factors-in-seo/) that new reviews are pushed down by older reviews if an image is added to the latter retroactively. As such, business owners could even push down new negative reviews by encouraging previous customers to add images to their old positive reviews. Google is putting a very heavy emphasis on photos both in the business profile and now in reviews as well. This is certainly something for every business owner to consider when trying to improve the [visibility and performance of their local listings](/services/local-presence-management/listings-management/). ## Upvoted reviews and longer reviews stay at the top of local listings longer For those unaware, upvotes are the “thumbs up” or “likes” left on online reviews. For Google, these upvotes have a threshold that increases their rankings significantly. Reviews with at least two upvotes stay in the top ten, on average, for almost 100 days more than reviews with zero or one upvote. There’s no distinction between upvotes awarded by Google users or the business owner themselves. That means if you have even just one positive review with an upvote, you should add another upvote of your own to reach Google’s two-vote threshold. ![Google review](/wpe-content/uploads/2023/01/review.jpg) Listing owners and managers should also be encouraging users to leave longer reviews. Why? Because it has been shown that reviews of 100+ words rank higher and remain highly visible for longer compared to shorter reviews, even when controlling for keywords. This fact, combined with the insight into photos boosting review visibility, should give brands a good idea of which reviews will rank above all others. While recency and other factors still exist, as of the end of 2022, photos, upvotes, and review length are the most crucial in a business’s [reputation management strategy](/services/reputation-management/) on Google. ## Yelp releases the results of its review survey A research project led by Yelp and conducted by Material surveyed 2,000 Americans on their views on review trustworthiness. The respondents say they read, on average, five reviews about a business to inform their spending decisions, and 77% say they’re reading more online reviews now than they ever have before. Other key findings include: - Respondents say they research and consider online reviews more for restaurants (67%), household repairs/work (57%), car repair/services (55%), medical needs (51%), and professional services (42%). - When respondents think they’ve spotted a fake online review, they will read other reviews to gather additional opinions (49%), ignore the potentially fake review (34%), find another business (27%), or report the review (24%). - Only 28% of respondents are looking out for incentivized reviews, but 71% say they would no longer visit a business if they learned the business has fake or compensated online reviews. - 85% of respondents trust reviews with written text over star ratings alone (Yelp requires that ratings be accompanied by actual review text). - 88% of respondents say it’s important that they understand how online review platforms determine which reviews are reliable and which are less trustworthy. - 79% of respondents would prefer to see all the reviews for a business or product, including those that the review platform believes are fake or untrustworthy. Last year saw local search continue to change and evolve, especially in the fast-moving world of reviews and reputation. If you’re not changing and evolving alongside these increasingly vital channels and platforms, you’ll only be left behind. Schedule a friendly chat with our local search experts and find out just how much more you local listings can do for you in 2023 and beyond. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/google-launches-a-host-of-new-features-for-search-shopping-and-maps.md --- title: "Google launches a host of new features for Search, Shopping, and Maps" date: 2024-12-30 published: 2022-11-29 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-US-2022-nov-1.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/google-launches-a-host-of-new-features-for-search-shopping-and-maps.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/google-lance-une-serie-de-nouvelles-fonctionnalites-pour-la-recherche-les-achats-et-maps.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/google-fuehrt-eine-vielzahl-neuer-funktionen-fuer-search-shopping-und-maps-ein.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/google-launches-a-host-of-new-features-for-search-shopping-and-maps-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/google-lance-une-serie-de-nouvelles-fonctionnalites-pour-la-recherche-les-achats-et-maps-2.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/google-lanza-una-serie-de-nuevas-funciones-para-la-busqueda-en-compras-y-maps.md" --- # Google launches a host of new features for Search, Shopping, and Maps The holiday season is here and the pace of change is picking up in local search. Now is the time to catch up with all the news you need to know from one of the fastest moving fields in digital. Let’s get started! ## New features for Search, Shopping, and Maps Google rarely launches new features during the holiday season because unexpected ranking fluctuations are the last thing businesses want to see during the golden quarter. Even so, the search giant couldn’t help itself this year as it revealed updates in Search, Shopping, Maps, and even Lens that some users in the US are seeing in beta right now. 1. ### Find food through multisearch Users in the US can now use Lens in the Google app to take pictures of a dish, add the phase “near me” to their search, and immediately find restaurants that sell it nearby. Without the “near me” qualifier, Google will instead show information about the food item specifically, including pricing, ingredients, and recipes to make it yourself at home. Restaurants have long been encouraged to upload menus and photos of their offerings. With multisearch now combining both visual and text prompts for user queries, restaurants need to double down on displaying their dishes both on their menus and through their imagery. ![Google's multisearch feature.](/wpe-content/uploads/2022/11/multisearch-near-me-food-1668544678.gif) GIF: [Google](https://blog.google/products/search/multisearch/) Lens has become very good at identifying food through photos, as evidenced by the release of this feature, but it is still not perfect. Restaurant owners still need to be sure that photos of pancakes, for example, will be correctly identified as such by the algorithm. After all, what is intuitive to a person may not be intuitive to a machine. If you need to perfect this process, simply [get in touch with us](/get-in-touch/)—we have a solution ready to roll out. 2. ### Google Lens translation upgraded Google Lens’s instant translation capabilities are getting a small upgrade for text displayed on complex backgrounds. Rather than covering the original text with the translated wording, Google will now attempt to replicate the background and display the new copy on top. This visual upgrade should make Lens’s translate feature more appealing and more accessible, and will likely increase the size of the user base for the more business-oriented aspects of Lens. 3. ### Google Shopping gets AR shoes To further [compete with ecommerce behemoths such as Amazon](/blog/behind-the-headlines-google-kindly-stands-up-for-retailers-or-does-it/), Google is continuing to upgrade its shopping model using features unique to its platform. Utilizing Google’s own augmented reality (AR) capabilities, users can now browse shoes with a 360-degree view in their own living space. [/wpe-content/uploads/2022/11/ARShoes.mp4](/wpe-content/uploads/2022/11/ARShoes.mp4) Video: [Google](https://blog.google/products/shopping/more-ways-to-shop-in-ar/) More impressively, users can aim their cameras to have the augmented shoes overlay over their own feet, letting them see what the item would look like without physically having to try them on. This new feature currently works for a small number of footwear brands including Saucony, VANS, and Merrell. 4. ### New shopping models for AR beauty Beauty products are also getting the AR treatment as Google adds new search features allowing users to try products on models. In fact, Google’s new photo library comes with 150 models representing a diverse spectrum of skin tones, ages, genders, face shapes, and ethnicities to allow users to accurately test more than 2,000 foundation shades from a wide selection of brands. 5. ### Google Maps live view search Google Maps has always been a useful tool for both navigation and researching businesses—and it will soon do both in real-time more effectively than ever. Again using AR, Google will allow users to see relevant data about the businesses they pass as they appear on the live map. By pointing their camera at any businesses they see, Google will pull all relevant Maps data for quick review. [Decision-critical local business information](/local-marketing-platforms/listings-management/) such as opening hours, current levels of business, price ranges, and user reviews will all be visible without the user having to navigate away from their live map navigation tool. ![Google Maps mobile app showing real-time information.](/wpe-content/uploads/2022/11/live-maps.jpg) Image: Search Engine Land Local businesses will need to ensure their Maps data is up to date as more users will rely on quick glances to see if the shops they pass are worth visiting. The new feature is already available in major cities such as London, Los Angeles, New York, Paris, San Francisco, and Tokyo, and more are to come as the AR feature undergoes testing and adoption. 6. ### Google Maps adding EV charging filters and wheelchair accessibility Maps offers standard navigation features that it knows all users need, such as the ability to avoid toll roads. To further expand this essential functionality, users can now also view all locations with electric vehicle charging stations and wheelchair accessibility. The new charging station feature shows CSS and CHAdeMo charges that offer 50kw or higher, while wheelchair-accessible locations show both viable entrances and generally stair-free places. Businesses will not have to opt into having their [local listings](/services/local-presence-management/listings-management/) appear when users search for these aspects, but they will need to update the information themselves to guarantee it. There is a wide breadth of filters, attributes, and categories that a user may search, and it is up to local businesses to qualify for every relevant query. ## Study: The first 10 reviews in Google are the most vital All this year and last, Google pushed to make its search engine one of the world’s top review platforms. As users become accustomed to relying on Google reviews before visiting a business, the search giant has in turn made its reviews vital to ranking visibility as well. A recent [local presence management](/services/local-presence-management/) study has shown that for a new business location, the first 10 reviews have the biggest positive impact on rankings. Although those below the 10-review threshold rarely appear in competitive searches, they have the potential to break into the local three pack when their review count finally reaches double digits. Diminishing returns come from each individual review after that point, but that is not due to reviews no longer being impactful on rankings. Instead, it is because the first 10 reviews give a disproportionate boost compared to many other listing optimizations. If you are a new business or simply a brand opening an additional location, focus heavily on that first batch of reviews containing plenty of positive sentiment. ## Google shows number of reviews from reviewers Google did not become a top review platform simply by increasing its sheer volume of reviews, but by engaging in careful moderation and spam detection to ensure its reviews remain trustworthy. To further fight back against spam and bad actors, Google can now display a reviewer’s review count within the city or category of the business they are reviewing. ![New Google feature showing a reviewer's total review count in a given category.](/wpe-content/uploads/2022/11/reviews-1.jpg) Image: Search Engine Roundtable For reviewers who comment on businesses outside of their usual city or frequented places, their profile may now suggest their feedback is spam or otherwise inauthentic. For business owners who want to [flag dubious or low-quality reviews](/blog/instantly-boost-your-google-my-business-rankings-by-removing-spam/), this snapshot will act as evidence for Google to possibly take action. ## Review recency impacts local rankings Along with the total number of reviews impacting rankings, a new study has confirmed that review recency impacts rankings. Google revealed in past studies that users do not consider reviews over 90 days old to be relevant, which actually led to the Google ranking algorithm devaluing listings without fresh reviews. Ranking data now indeed shows that there is a direct correlation between new reviews and ranking visibility. More importantly, if your competitors receive new reviews on a weekly, monthly, or any regular interval, your business will likely be held to the same standard. Whatever your local search goals may be, fresh reviews are a must. From targeted review generation to full-service listings management, we can help you get ahead of the game in local search. Let’s talk! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/google-launches-new-world-cup-attribute-for-venues-showing-games.md --- title: "Google launches new World Cup attribute for venues showing games" date: 2024-12-30 published: 2022-11-23 author: "Sara Kudlowsky" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/world-cup-attribute.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "FIFA World Cup 2022" url: "/tag/fifa-world-cup-2022.md" - name: "GBP" url: "/tag/gbp.md" - name: "Google" url: "/tag/google.md" - name: "Google Business Profile" url: "/tag/google-business-profile.md" - name: "Qatar" url: "/tag/qatar.md" - name: "World Cup" url: "/tag/world-cup.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/google-launches-new-world-cup-attribute-for-venues-showing-games.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/google-lance-une-nouvelle-fonctionnalite-pour-la-coupe-du-monde-de-football-2022-dediee-aux-lieux-qui-diffusent-les-matchs.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/google-fuehrt-ein-neues-world-cup-wm-attribut-fuer-veranstaltungsorte-an-denen-die-spiele-gezeigt-werden-ein.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/google-launches-new-world-cup-attribute-for-venues-showing-matches.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/google-lance-une-nouvelle-fonctionnalite-pour-la-coupe-du-monde-de-football-2022-dediee-aux-lieux-qui-diffusent-les-matchs-2.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/google-lanza-una-funcion-para-el-mundial-de-futbol-su-objetivo-ayudar-a-los-usuarios-a-identificar-los-lugares-donde-pueden-ver-los-partidos.md" --- # Google launches new World Cup attribute for venues showing games With the World Cup having already kicked off, Google is asking certain businesses—particularly bars and restaurants—if they will be showing World Cup games at their location. If listing owners add the “Showing the World Cup” attribute to their [Google Business Profile (GBP](/services/local-presence-management/google-business-profile-management/)), Google will display it prominently in both Google Maps and Google Search. Google actually [announced this temporary new attribute](https://blog.google/products/search/fifa-world-cup-2022/#:~:text=Discover%20new%20places%20to%20see%20the%20action) earlier this week: > Want to watch the game with other fans? A new label for businesses on Search will launch ahead of the games and help you do just that. Soon you can simply search for “Where to watch the world cup near me” within Search to find a nearby venue of your choice. Business owners should review their local rules about showing sporting events to the public before applying the new label. For businesses small or large, if you’re showing the World Cup, you should take a moment to [add this attribute](/blog/how-attributes-are-transforming-google-my-business/) to your listing(s). Here’s what the label looks like on a local listing: ![A new World Cup attribute on a GBP listing.](/wpe-content/uploads/2022/11/Google-Map-Listing-World-Cup-Attribute.png) And here’s where the attribute can be toggled on or off in GBP: ![GBP dashboard with a toggle for the World Cup attribute.](/wpe-content/uploads/2022/11/Google-Map-Listing-World-Cup-Attribute-Yes-or-No.png) --- https://www.dacgroup.com/insights/blog/local-search/google-doubles-up-its-updates-and-tightens-review-guidelines.md --- title: "Google doubles up its updates and tightens review guidelines" date: 2024-12-30 published: 2022-10-31 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-US-2022-oct.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "GBP" url: "/tag/gbp.md" - name: "Google Business Profile" url: "/tag/google-business-profile.md" - name: "local listings" url: "/tag/local-listings-2.md" - name: "local search" url: "/tag/local-search.md" - name: "Local SEO" url: "/tag/local-seo-4.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/google-doubles-up-its-updates-and-tightens-review-guidelines.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/google-multiplie-les-mises-a-jour-et-renforce-les-directives-relatives-aux-avis.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/google-verdoppelt-seine-updates-und-verschaerft-die-bewertungsrichtlinien.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/google-doubles-up-its-updates-and-tightens-review-guidelines-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/google-multiplie-les-mises-a-jour-et-renforce-les-directives-relatives-aux-avis-2.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/google-duplica-sus-actualizaciones-y-endurece-las-directrices-sobre-las-reviews.md" --- # Google doubles up its updates and tightens review guidelines We may be heading towards the end of 2022, but the change of pace never lets up in local search. Let’s run through all the updates you need to know before the holiday season arrives! ## Google releases an algorithm update one day after its spam update concludes Unless your business is particularly affected by the issue—such as insurers and locksmiths—you may not appreciate [the prevalence of fake websites and listings on Google](/blog/4-ways-to-fight-spam-on-google-my-business/). The search giant regularly rolls out spam updates to not only maintain the quality of its search results but actively remove bad actors who attempt to steal personal information or hold leads hostage to sell back to legitimate businesses. Immediately following another spam update on October 22 came an algorithm update. This dual nature of these changes makes it highly likely that many businesses will see ranking fluctuations, especially those who are continually competing to outrank spam. If you are a webmaster and see volatility in your rankings specifically after the two updates in the first three weeks of October, these two updates may be the culprits. As always, knowing when Google makes these updates may help you understand if subsequent changes are due to something you changed on your website or something Google changed in its ranking algorithm. The appropriate response remains the same: Whether there is an algorithm update or not, follow [SEO best practices](/services/search-engine-optimization/) and maintain a robust organic presence that is less prone to algorithm volatility. ## Google tightens its review guidelines As Google continues its process of becoming the world’s *de facto* review platform, it is updating its policies to ensure Google reviews are among the most reliable. The search giant, in fact, was one of the first platforms to ban “review gating”, whereby businesses reach out to customers for feedback and only encourage them to leave a Google review if it’s likely to be positive. Since Google first banned review gating—and demanded that all review solicitation requires the option to post directly on Google—other review platforms, like Yelp, have followed suit. ![Woman is typing on the laptop](/wpe-content/uploads/2022/10/writing-an-online-review.jpg) Never one to stand still, Google has updated its review policies once again to keep legitimate reviews flowing. Its revised [contribution policy](https://support.google.com/contributionpolicy/answer/7400114?hl=en&ref_topic=7422769#zippy=%2Cmisrepresentation%2Cfake-engagement) now specifies that businesses cannot engage in the practice of “discouraging or prohibiting negative reviews, or selectively soliciting positive reviews from customers.” Individual policies existed before, such as the aforementioned prohibition on review gating, but the new verbiage acts a catch-all to discourage all forms of review manipulation. ## New Google features for travel and tour-booking The lockdowns of 2020 allowed Google to launch various travel and tourism-focused features in a very controlled environment. In short, the limited number of flights and travelers allowed for low-stakes testing—and now that restrictions are easing, Google is slowly scaling its new travel products. With [Google hotel](/blog/5-google-my-business-features-for-hotels-and-one-big-hack/) and attraction bookings now a common feature, we’re starting to see incremental improvements. Case in point is the latest update, which adds three new features to assist in visiting specific attractions. ![Editing attraction ticket prices directly in Google Business Profile](/wpe-content/uploads/2022/10/NMX_with_frame_-_hi_res.gif) GIF: [Google](https://blog.google/products/ads-commerce/new-travel-tools-to-reach-potential-customers/) 1. **Ticket booking links for attractions**: - On Maps, visitors can now quickly compare admission prices across different partners. 2. **Edit ticket prices on GBP:** - Attraction owners can now edit their ticket prices and booking links directly on their [GBP listings](/services/local-presence-management/google-business-profile-management/). This was previously done using a third-party connectivity partner. While that option is still available, it is no longer a requirement. 3. **“Things to do” ads:** - The knowledge panel of individual attractions can now contain paid ad space to show users other nearby attractions. These ads can be set up using the same data feeds that power the free ticket booking links on Search and Maps. ## Google’s annual “Search On” event reveals a slew of updates Google’s annual summit reveals its future plans in various areas, including many relevant to local search. This year, we tallied five significant changes to mobile search, nine new shopping features, and seven updates specifically aimed at local. ### Five changes coming to mobile search How [Google displays results on mobile is about to become more visual](https://blog.google/products/search/search-on-2022-announcements/), with a greater focus on images and video: 1. 1. Google search shortcuts 2. Results in the search bar 3. Enhanced query refinements 4. Google web stories 5. Combining text, images, and video ### Nine new shopping features debut With the holidays fast approaching, Google decided it was a good time to announce [nine new shopping tools and features](https://blog.google/products/shopping/search-on-2022-shopping/). During the announcement, Google said the intent was to drive a more immersive, personalized experience: 1. 1. Search with the word “shop” 2. Shop the look 3. See what’s trending 4. Shop in 3D 5. Get help with complex purchases 6. See what other shoppers think 7. Get personalized results 8. Shop your way with new filters 9. Inspiration beyond the Search box ### Seven local search updates to look out for These updates will significantly enhance how people explore neighborhoods, businesses, and restaurants in Google: 1. 1. Search for restaurants by dish 2. Discover restaurant specialties 3. More support for digital menus 4. Enhancements to Google Maps’ Live View 5. Aerial views of famous landmarks 6. Immersive view 7. Neighborhood Vibe (check out our coverage of this update [here](/blog/google-adds-neighborhood-vibe-to-maps/)) ## Google Business Profile (GBP) removes health and safety attributes Health and safety attributes were vital when they first appeared on Google listings in September 2020. During the early stages of the pandemic, users needed to know not only if particular businesses were still open but if they had customer and staff safety protocols in place. Now that most lockdown restrictions are gone, these health and safety precautions are increasingly taken as granted. That’s why Google is no longer asking businesses to specify their health practices and retiring corresponding attributes. If you still see health and safety attributes on your listings, they will be removed with time; the ability to add health and safety protocols has already been deactivated. Want to be fully prepared for the next round of changes in local search? Start by partnering with the experts on our [Local Presence Management](/services/local-presence-management/) team to get ahead of the curve. Let’s talk! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/google-adds-neighborhood-vibe-to-maps.md --- title: "Google adds “Neighborhood Vibe” to Maps" date: 2024-12-30 published: 2022-10-19 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/neighborhood-vibe-1.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "business listings" url: "/tag/business-listings.md" - name: "Google Business Profile" url: "/tag/google-business-profile.md" - name: "local listings" url: "/tag/local-listings-2.md" - name: "local search" url: "/tag/local-search.md" - name: "Neighborhood Vibe" url: "/tag/neighborhood-vibe.md" - name: "UI" url: "/tag/ui.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/google-adds-neighborhood-vibe-to-maps.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/google-integre-le-neighborhood-vibe-dans-maps.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/google-fuegt-neighborhood-vibe-in-maps-hinzu.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/google-adds-neighbourhood-vibe-to-maps.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/google-integre-le-neighborhood-vibe-dans-maps-2.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/google-lanza-en-maps-neighborhood-vibe.md" --- # Google adds “Neighborhood Vibe” to Maps Wouldn’t it be nice if Google Maps gave you an instant flavor of the particular area you’re looking at? The platform, after all, is no longer used for driving directions alone⁠—it’s a fully fledged discovery engine for almost every purpose imaginable. Well, that’s exactly what the search giant has done. At its recent Search On conference, Google announced a new “Neighborhood Vibe” feature that will highlight photos, video and other media from the Google Maps community to give users a sense of the most popular and noteworthy places in a given neighborhood. ## How does Neighborhood Vibe work? According to Google, Maps users add more than 20 million reviews, photos and videos each day. That’s an awful lot of data to accommodate, and most of it is siloed into [Google Business Profile (GBP) listings](/services/local-presence-management/google-business-profile-management/) and knowledge panels for specific locations, attractions and businesses. Neighborhood Vibe is Google’s attempt to surface this valuable content⁠—leveraging its considerable AI capabilities⁠—for a richer, more holistic Maps experience. [![New "Neighborhood Vibe" functionality in Google Maps](/wpe-content/uploads/2022/10/neighborhood-vibe.jpg)](/wpe-content/uploads/2022/10/neighborhood-vibe.jpg) Image: Google Acknowledging that it can be hard to figure out what’s worth exploring, Google explains that users will be able to select a neighborhood and see the most popular spots come to life thanks to helpful photos and information from the Google Maps community right on the map: > When you’re looking at the map of an area, we can highlight the handful of places that are popular in that area, so it gives you a way to quickly see what’s interesting about that area. It’s not just places to eat; it could also be a park or it could be things that the community that live in that neighborhood have helped tell the map what matters so it helps other people. > > – Chris Phillips, VP and GM of Geo, Google ## What do businesses need to do? The short answer is nothing. The longer answer is that you should continue to [follow best practices for your listings](/services/local-presence-management/listings-management/), all of which signal to Google that your business is legitimate, trustworthy, active, and worthy of prominent placement on its platforms. In short, make sure you: 1. use Google Posts to engage your search audiences; 2. regularly upload new photos and videos; 3. maintain accurate opening hours and contact information; 4. update your services and products offered; 5. encourage customers to leave reviews; 6. and [respond to those reviews](/blog/change-your-stars-how-to-respond-to-online-reviews/), whether they’re good or bad! Features like Neighborhood Vibe are supposed to surface the “best” of any given locale, so it won’t hurt to have plenty of reviews describing your business as the best at what it does. Bear in mind, though, that it will likely to skip over insurance agents, plumbers, and other everyday businesses in favor of parks, restaurants, bars, museums, and non-standard places of interest. This is very much a travel and tourism-focused upgrade to the Google Maps ecosystem. Neighborhood Vibe starts rolling out globally in the coming months on Android and iOS. Want to whip your listings into shape before then? From [Local Optimization Plans](/services/local-optimization-plans/) to ongoing [Local Presence Management](/services/local-presence-management/), we’re ready to help. --- https://www.dacgroup.com/insights/blog/strategy/5-sem-best-practices-for-growth-marketers.md --- title: "5 SEM best practices for growth marketers" date: 2024-12-30 published: 2022-10-05 author: "Rahel Gandhi" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/08/growth-meeting.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" tags: - name: "Google Ads" url: "/tag/google-ads-2.md" - name: "marketing trends" url: "/tag/marketing-trends.md" - name: "paid search" url: "/tag/paid-search.md" - name: "pay per click" url: "/tag/pay-per-click.md" - name: "PPC" url: "/tag/ppc.md" - name: "Search Engine Marketing" url: "/tag/search-engine-marketing-4.md" - name: "SEM" url: "/tag/sem.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/5-sem-best-practices-for-growth-marketers.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/les-5-meilleures-pratiques-sem-pour-les-specialistes-du-marketing-de-croissance.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/5-bewaehrte-sem-best-practices-fuer-marketingspezialisten.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/5-sem-best-practices-for-growth-marketers-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/les-5-meilleures-pratiques-sem-pour-les-specialistes-du-marketing-de-croissance-2.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/5-mejores-practicas-de-sem-para-los-growth-marketers.md" --- # 5 SEM best practices for growth marketers The term “growth hacking” is bandied about a lot these days. At this point, it even has its own job titles, responsibilities, and expert practitioners. But what exactly does the soundalike term “growth marketing” mean? Is it the same as growth hacking or something complete different? When it comes down to it, growth marketing is all about getting the right kind of people to your business in the first place. Whether they’re at the top or the bottom of the funnel, we’re talking about the people most likely to buy from your business. And more often than not, [search engine marketing (SEM)](/services/search-engine-marketing/) is the most effective way to transform these prospects into customers. In contrast to various other digital disciplines, SEM isn’t a one-time project; it’s a long-term strategy to attract more qualified prospects and convert them into paying customers. With that in mind, here are our top tips to get on the path to sustained success in SEM. 1. ## Build dedicated landing pages B2B and B2C companies sometimes lack dedicated landing pages for specific products or ad campaigns. Since they can’t know where the leads are coming from, it’s hard for them to convert and measure their paid search endeavors. Before your campaign goes live, take the time to create landing pages for each product and service, each of which should be complete with conversion-tracking contact forms. Depending on the nature of the product or service you’re selling, users may be unlikely to make an immediate purchase. Nevertheless, the landing page is where you can spotlight your value proposition and usher users to the next step in their purchase decision—sharing their contact details with you. 2. ## Enhance the humanity of the design You may think it obvious, but far too many advertisers fail to [incorporate the human element into their media](/services/design/). Remember that, at the core of most things, humans are simply seeking out humans; a fact that’s all too easy to forget in the era of AI and automated marketing. ![UX designer sketching out a mobile experience on paper](https://www.dacgroup.com/wp-content/uploads/2024/12/ux-design-process.jpg) Regardless of the type of product or service in question—and whether it’s a B2B or B2C context—people still want to communicate and do business with other people. Your ads, landing pages, and other media should feature real faces and scenarios to show visitors that your company is run by people, for people. Testimonials are also potent, but make sure you don’t end up with text-heavy assets with no visual flair. A picture is worth a thousand words, as the saying goes. 3. ## Deliver value throughout the decision process Who are the people clicking on all of those links? Customers go through five distinct phases of purchase intent, according to [Microsoft research](https://about.ads.microsoft.com/en-gb/blog/post/january-2020/connect-with-customers-at-any-stage-of-the-purchase-funnel-with-msan): ***Awareness:** An FMCG brand is launching a new toothpaste and wants to build brand awareness by promoting the product on the Microsoft Audience Network to drive search activity further down the funnel.* ***Consideration:** A travel advertiser wants to differentiate in the competitive weekend breaks market. By overlaying in-market audiences and LinkedIn targeting they can use personalised messaging to stand out from the competition.* ***Conversion:** A telco brand wants to drive more conversions of its SIM-only phone deals. Using remarketing to target people who have landed on specific web pages allows them to narrow in on those people most likely to convert.* ***Maintain:** An insurance brand wants to maintain their relationship with existing home insurance customers but cross sell for a new life insurance policy. Excluding prospects and targeting their long-term customers allows them to create more personal messaging.* ***Expand:** An automotive advertiser wants to find more people like their best customers to test drive its latest model. Using Similar Audiences, they can expand the reach of their marketing to find lookalikes with similar profiles who are likely to be interested.* 4. ## Use paid search to boost other investments ### Search and social Customers who click on your sponsored search and social advertisements are more likely to buy and spend more money with your business. For commercial-related search ads, adapt your bidding approach by increasing your keyword coverage. ### Search and TV After an ad airs, search volume has the potential to rise for many days. In certain cases, search volume has been known to increase by nearly 30% long after the last ad in a campaign had aired. ### Search and display Running search and [display ads](/services/digital-media/) concurrently might help you decide which channel drives the greatest results (or if a combination of the two is the most effective deployment). 5. ## Customize ads for mobile devices Because [mobile accounts for roughly half of all web traffic](https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/), your Google Ads strategy has to account for mobile devices without sacrificing desktop usability. After all, both desktop and mobile audiences are crucial. On average, desktop conversions are more than 50% higher than mobile conversions, but mobile devices account for more than half of all ad clicks. ![Close up on a young woman using smartphone and laptop at the office table](/wpe-content/uploads/2022/09/devices.jpg) Fortunately, Google Ads’ device targeting allows you to optimize your media for specific scenarios. Desktop ads usually allow you to include a short lead-in, your unique selling point (USP), and promotion details. In contrast, due to the relatively limited real estate on mobile devices, make sure your mobile ad extension content begins with your USP and other decision-critical information. SEM is a fast-moving and highly competitive environment, but with the right approach—and the right team in your corner—you can get ahead of the curve. Schedule a chat with our paid search experts and we’ll show you how we can unleash your business’s potential. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/google-reveals-new-products-tab-for-google-business-profile-gbp-listings.md --- title: "Google reveals new “Products” tab for Google Business Profile (GBP) listings" date: 2024-12-30 published: 2022-09-29 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-US-2022-sep.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "GBP" url: "/tag/gbp.md" - name: "Google Business Profile" url: "/tag/google-business-profile.md" - name: "local listings" url: "/tag/local-listings-2.md" - name: "local marketing" url: "/tag/local-marketing-4.md" - name: "Local SEO" url: "/tag/local-seo-4.md" - name: "marketing" url: "/tag/marketing.md" - name: "reputation management" url: "/tag/reputation-management.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/google-reveals-new-products-tab-for-google-business-profile-gbp-listings.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/google-devoile-un-nouvel-onglet-produits-pour-les-fiches-google-business-profile-gbp.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/google-enthullt-den-neuen-produkte-tab-fur-eintrage-im-google-business-profile-gbp.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/google-reveals-new-products-tab-for-google-business-profile-gbp-listings-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/google-devoile-un-nouvel-onglet-produits-pour-les-fiches-google-business-profile-gbp-2.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/google-lanza-la-pestana-productos-en-sus-listings-de-google-business-profile-gbp.md" --- # Google reveals new “Products” tab for Google Business Profile (GBP) listings The seasons changed in September—as did the world of local search. Find out how Google updated its algorithm, geared up for the holiday season, and got granular with review content. Here’s all the news you need to know. ## The September 2022 broad core update takes effect Following last month’s [helpful content update](/blog/google-launches-major-helpful-content-algorithm-update/), Google released a core algorithm update on September 12. This broader update intends to bring an incremental improvement to Google’s search rankings. Most users won’t notice any dramatic changes, though webmasters may have seen fluctuations in their rankings starting in the third week of September. Whenever Google updates its search ranking algorithms, your site or listings may appear to suddenly perform better or worse. That’s why it’s important to know exactly when Google makes these updates, giving you a starting point to understand if ranking changes are due to something you did or something Google changed in its ranking algorithm. Either way, the best response is always to follow [SEO](/services/search-engine-optimization/) best practices and maintain a robust organic ranking that is less prone to algorithm volatility. ## Google Business Profile (GBP) listings get a new “Products” tab In order to better compete with the likes of Amazon, Google has spent the last two years heavily pushing its product features—from “See what’s in store” functionality to highlighting listed products directly in search results. The new “Products” tab in [Google Business Profile (GBP) listings](/services/local-presence-management/google-business-profile-management/) is the latest update, and it allows customers to: - click a featured product card to view product details; - click a product category to view an overview; - click a product within a product category to view product details; - chat or call you to find out more, or click on the button leading to your website to order online; - and provide feedback in case there are copyright or legal issues. Listing in-store products online not only allows users to make online purchases but also encourages walk-in traffic for shoppers who like to confirm a product is available before visiting a store. Items featured in the new tab will also show customers related products they may not have directly searched. Google has also updated its [Product Editor policies](https://support.google.com/business/answer/9124203) for retailers and advertisers who want to add products to their GBP listings. The policies describe Google’s position on various aspects of product listings, including disallowing regulated products such as: - Alcohol - Tobacco - Gambling - Financial services - Pharmaceuticals - Unapproved supplements - Health and medical devices With the holiday season fast approaching, marketers need to use every tool at their disposal. Make sure you [optimize your listings](/blog/why-local-search-is-more-than-just-google-my-business/) before the holiday shopping frenzy begins. ## Google tests “sub-topic” reviews Although reviews on Google listings are already filtered by recommended keywords (once a certain review-count threshold has been met), Google is now looking to expand this even further by asking consumers directly about these topics of interest. With “sub-topics”, the search giant is asking reviewers to leave targeted, bite-sized reviews about specific aspects of a particular business. With this change, the search giant is likely to become an even more robust review platform, especially for businesses seeking to billboard their differentiators to gain search visibility. ![New "sub-topics" functionality on Google reviews](/wpe-content/uploads/2022/09/sub-topics-1.jpg) Image: Colan Nielsen via [Search Engine Roundtable](https://www.seroundtable.com/subreviews-google-local-reviews-33997.html) Currently in beta, sub-topic requests have so far only appeared when existing Google Local Guides are leaving reviews. Expect it to become a standard feature; almost all of Google’s review updates become permanent after initial testing. ## New rules prohibit incentivizing the removal of negative reviews Along with improving its reviews through new features, Google often takes measures to prevent spam and non-representative feedback. As part of this effort, Google has always disallowed incentivizing reviews through giveaways and discounts. It is now establishing this restriction in the opposite direction, updating its [Google Maps contributor guidelines](https://support.google.com/contributionpolicy/answer/7400114?hl=en&ref_topic=7422769#zippy=%2Cfake-engagement) to specifically disallow businesses incentivizing the removal of negative reviews: > Contributions to Google Maps should reflect a genuine experience at a place or business. Fake engagement is not allowed and will be removed… Content that has been incentivized by a business in exchange for discounts, free goods and/or services… This includes merchant requests for revision or removal of a negative review through offered discounts, free goods or services, or other incentives. ## New attributes for hotel knowledge panels Although users could previously see a hotel’s health, safety, and sustainability information in [hotel landing pages within Google hotel search results](/blog/5-google-my-business-features-for-hotels-and-one-big-hack/), these attributes are now directly visible within knowledge panels without users having to click through to Google’s dedicated hotel browser. Remember that new listing features almost always have the potential to improve click-through rates and drive additional traffic. Whether these new attributes improve your rankings on queries your business already qualified for or open up your eligibility for more queries, your listings will likely earn more impressions. After all, Google listings that adopt every available feature appear more trustworthy and professional than those that do not. If you’re not yet making the most of your [local listings](/services/local-presence-management/listings-management/), there’s a good chance you’re falling behind. Schedule a friendly chat with our experts and we’ll show you exactly how much more you can do. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/5-reasons-google-merchant-center-needs-to-be-part-of-your-ecommerce-seo-strategy.md --- title: "5 reasons Google Merchant Center needs to be part of your ecommerce SEO strategy" date: 2024-12-30 published: 2022-09-20 author: "Alex Hernandez" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/ecommerce.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" tags: - name: "ecommerce" url: "/tag/ecommerce.md" - name: "GMC" url: "/tag/gmc.md" - name: "Google Merchant Center" url: "/tag/google-merchant-center.md" - name: "organic search" url: "/tag/organic-search.md" - name: "Search Engine Optimization" url: "/tag/search-engine-optimization.md" - name: "SEO" url: "/tag/seo.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/5-reasons-google-merchant-center-needs-to-be-part-of-your-ecommerce-seo-strategy.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/5-raisons-pour-lesquelles-vous-devez-utiliser-le-google-merchant-center-dans-votre-strategie-de-referencement-e-commerce-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/5-gruende-warum-das-google-merchant-center-teil-ihrer-e-commerce-seo-strategie-sein-sollte.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/5-reasons-google-merchant-center-needs-to-be-part-of-your-ecommerce-seo-strategy-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/5-raisons-pour-lesquelles-vous-devez-utiliser-le-google-merchant-center-dans-votre-strategie-de-referencement-e-commerce.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/5-razones-por-las-que-google-merchant-center-debe-formar-parte-de-la-estrategia-de-seo-de-tu-ecommerce.md" --- # 5 reasons Google Merchant Center needs to be part of your ecommerce SEO strategy Over the past couple of months, we have seen major changes within the Google shopping experience. We first noticed these changes from last year’s announcement around Search On and we’re still seeing significant impacts within the organic space today. We talked about most of these changes [in our last article on organic ecommerce](/blog/4-recent-serp-changes-impacting-organic-ecommerce-performance/), which we highly recommend you check out if you have not, because it touches on how these new experiences impact your organic presence. This time around, we’re going to explain how Google’s shift to those richer experiences has increased our dependency on Google Merchant Center (GMC) and how beneficial GMC can be for both SEOs and teams managing large feeds. 1. ## It unlocks free shopping listings The first reason why GMC is hyper-relevant to SEO for ecommerce brands is that it enables you to show up for [free listings within the Google shopping experience.](/blog/google-shoppings-free-expansion-what-it-means-for-advertisers/) We do not yet know how this impacts other traditional ranking factors, but it is important to note that free listing URLs are those from feeds. We have seen brands tagging these URLs and those are the URLs coming through when we select them from free listings. We highly recommend you tag these URLs to easily identify high-trafficked free listings as GMC can be very limited in analyzing this organic data. Additionally, since the increased presence of free listings we have seen a large amount of product page data being under reported in Google Search Console (GSC). ![Product listings in Google](/wpe-content/uploads/2022/09/gmc1.jpg) Google Search Console also just rolled out a “merchant listings” report that can help you better optimize your free listings, which could be super helpful for feed managers. 2. ## Your local visibility will improve Google officially updated terms within their Business Profile Help Center to state that adding in-store products can improve local visibility. This is managed through Google Merchant Center with local feeds. Additionally, we have seen the “nearby” filtered carousel pop up on more top-of-funnel search terms, as well as a direct correlation of non-brand terms without “near me” qualifiers driving local page traffic in Google Search Console. ![Local search results generated by product searches in Google](/wpe-content/uploads/2022/09/gmc2.jpg) 3. ## You’ll be more likely to appear in Google Lens Over the years, Google has made huge strides in connecting the physical and digital worlds with its search engine. None have been more exciting than the evolution of [Google Lens](https://lens.google/). This image-recognition technology allows users to upload photos to search and shop products, translate languages, and identify landmarks in real time. ![Google Shopping experience in iPhone](/wpe-content/uploads/2022/09/ShoppinginIphone_v2.gif) GIF: [Google](https://blog.google/products/search/visual-ways-search-and-understand-our-world/) Google Lens presence is made possible through GMC, structured data, and/or image optimization. By adding additional context about products details in free listings as well as aligning to Google’s image optimization best practices, you can improve your chances of showing up within the Google Lens experience. 4. ## Schema and GMC work together In the ecommerce space, site needs can very brand to brand. When and how often your product content is updated can dictate your presence on Google across the various search experiences. Leveraging Google Merchant Center and coordinating with your feed manager will prevent data inconsistencies. Additionally, Google does not guarantee how long it takes before changes on your site will be processed through crawling. Feeds can be used on a weekly, daily, or even hourly cadence based on your brand’s needs to keep this information up to date. ExperienceStructured DataGoogle Merchant Center**Product rich results in Google Search**Google Search uses [Product structured data](https://developers.google.com/search/docs/advanced/structured-data/product) to display product rich results.Google Search may use Google Merchant Center data to display product rich results.**Google Images results with product annotations**Google Images uses [Product structured data](https://developers.google.com/search/docs/advanced/structured-data/product) to display product annotations on images.Google Images uses images listed in Google Merchant Center.**Google Shopping tab**Adding structured data can help Google Merchant Center in some cases (for example, during data verification).Participation in Google Merchant Center is required to appear in the Google Shopping tab.**Google Lens image search results**Google Lens uses [image structured data properties](https://developers.google.com/search/docs/advanced/structured-data/sd-policies#images) where available.Google Images uses images listed in Google Merchant Center.Additionally, Content API in feeds allows for immediate content updates, which can help share information that is not present on your website, like local specific pricing or inventory. 5. ## It’ll supercharge your indexing ️ Last but not least, Google Merchant Center feeds can help with your [SEO](/services/search-engine-optimization/) internal linking and indexing strategies. Google strongly recommends linking to all pages, but in the event that large ecommerce sites cannot, the search giant recommends using sitemaps and Google Merchant Center feeds. This gives webmasters another way to specify which products should be indexed. It’s a feature that is just not talked about enough within the SEO community. ![How to get your products into Google Search](/wpe-content/uploads/2022/09/gmc3.jpg) Image: [Google Search Central](https://www.youtube.com/watch?v=UQtdv_hoGuM) In conclusion, Google has made some major moves that should increase our dependency on Google Merchant Center. Although this is not a traditional tool or skill set leverage by most SEOs, it would be in your best interests to learn the ins and outs of GMC sooner rather than later. Need a little help? Partner with us to take your ecommerce tactics to the next level—now and in the future. Let’s talk! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/podcast-rewind-3-insights-into-seos-radical-reinvention.md --- title: "Podcast rewind: 3 insights into SEO’s radical reinvention" date: 2024-12-30 published: 2022-09-14 author: "dwelsh" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/ITF-Ep15-CoverArt_ITF-Ep12-Podcast-Rewind-ENG.png" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" tags: - name: "content strategy" url: "/tag/content-strategy-6.md" - name: "Google" url: "/tag/google.md" - name: "organic search" url: "/tag/organic-search.md" - name: "paid search" url: "/tag/paid-search.md" - name: "Search Engine Optimization" url: "/tag/search-engine-optimization.md" - name: "SEO" url: "/tag/seo.md" - name: "SERP" url: "/tag/serp.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/podcast-rewind-3-insights-into-seos-radical-reinvention.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/podcast-rewind-3-insights-into-seos-radical-reinvention-2.md" --- # Podcast rewind: 3 insights into SEO’s radical reinvention Search engine optimization may be one of digital’s most traditional and well-established disciplines, but change is afoot. In fact, few other aspects of digital are evolving as radically as SEO, and much of it is being driven by Google’s reinvention of the SERP (search engine results page) from simple directory to personalized portal. In the latest episode of [Inside the Funnel](/podcast/), Jenna, Nasser, and Dan examined this sea change in organic search, explored Google’s role therein, and pondered the future of one of the most challenging roles in digital. Here are just a few of the highlights. 1. ## SERPs are changing… fast Search results pages are steadily becoming richer, more complex, and more nuanced. Jenna attributes these changes to Google’s three broad goals: 1. Visualization 2. Zero clickification 3. Monetization Compare a current SERP to those of, say, 10 years ago and you’ll see a significant difference. We’re seeing much more visual content (images, video), answer boxes and other snippets in position zero, and much more variety in the positioning and prominence of paid ads. User behavior is a strong driver of these changes. In short, Google (and other search engines) is responding to the fact that most users have a strong preference for visual content, spend less time engaging with text, and are happy to have their queries answered without having to click through to another site. Google is also responding to competitive threats. Towards the end of 2021, for instance, [Tik Tok got more traffic than Google](https://www.businessinsider.com/tiktok-got-more-traffic-than-google-in-2021-ranking-2021-12). It doesn’t necessarily mean that people are using Tik Tok as a search engine (though its hashtags do lean into that purpose). Instead, Google is paying close attention to how users want to be presented with information. Remember as well that Google’s primary mission is to not to send people to websites, but to organize the world’s information and provide answers accordingly. So if the search engine gives you all the information you need directly on the SERP, that’s a [great user experience](/services/design/), right? If fewer click throughs and more time on the SERP results in more exposure to paid ad units, advertisers win too. 2. ## A new chapter in performance measurement As we predicted at the time, [Google’s BERT AI](/blog/hey-bert-meet-the-google-ai-set-to-change-search-forever/) has proven to be a game-changer in SEO. It revolutionized how the search engine interprets and responds to user intent, and its effects are rippling far and wide. In fact, the general downturn in website traffic can be at least partially attributed to BERT. The AI is powering results that answer queries directly on the SERP, which is turning a traditional metric on its head: Higher rankings used to mean higher impression volume, but the correlation is weakening. ![Web traffic stats from Google Analytics](/wpe-content/uploads/2022/09/stats.jpg) As of 2022, ranking #1 for a specific query doesn’t guarantee you clicks the way it used to; instead, your appearance in the organic section of the SERP is just one part of a richer search experience. It’s a timely reminder that SEO doesn’t work in isolation⁠—especially if you’re focusing exclusively on written content. Think of all the other SERP real estate you could target for the exact same query: [Paid ads](/services/search-engine-marketing/), local listings, shopping modules, images, videos. As SEO becomes more multifaceted, so too should your measurement. To take McDonald’s as an example, 25 years ago it likely had the number of Big Macs sold as a KPI. Back then it may have been a fairly solid indicator of the health of the business overall, but these days it wouldn’t paint such a rosy picture. That’s why McDonald’s has adjusted the way it measures success. accommodating a huge number of factors like consumer behavior, dietary needs, the complexity and regionality of its menu, and so on. In the same way, the role the SERP has on your business can’t be captured by the simple metric of organic visits alone. Consider a much wider range of metrics, and compose them together to tell a bigger story. 3. ## Content is (still) king The first requirement for SEO success is to understand your customer. If you don’t yet have data-informed personas and segmentation—no psychographics—then it’s time to catch up. Learn whatever you can about your customers, then use that knowledge to step into their shoes and understand the type of content they want, need, and expect. It’s a team effort that will likely require considerable expertise in both [research](/services/strategic-insights/) and [content strategy](/services/content-strategy/), but it will provide the same foundation required for all good marketing, especially [omnichannel](https://info.dacgroup.com/dac-forrester-omnichannel-report-2021). Bear in mind also that Google holds technical SEO in high regard, including things like page speed, rendering time, and mobile friendliness. Fundamentals like page titles, meta descriptions, and on-page copy continue to matter, but also think about the many different ways people can find out about your brand, from optimized images and video to [local listings](/services/local-presence-management/listings-management/), third-party content (e.g. influencers), and immersive experiences like AR and VR. SEO has never been more SEO than it is right now; it is truly a holistic term, with connections to almost every other digital discipline. For instance, your decision to spend money (or not) on a certain set of paid ads is a part of optimizing your presence in a search engine. Just make sure your paid efforts are an off-on switch in your reporting so you understand in totality what the medium is doing for your business. Users, after all, don’t care about paid versus organic. They simply want to find the right information at the right time. All this and more awaits in the full episode. Listen now! --- https://www.dacgroup.com/insights/blog/strategy/5-marketing-trends-cmos-need-to-watch-now.md --- title: "5 marketing trends CMOs need to watch now" date: 2024-12-30 published: 2022-09-09 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/cmos.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" tags: - name: "chief marketing officer" url: "/tag/chief-marketing-officer.md" - name: "CMO" url: "/tag/cmo.md" - name: "marketing" url: "/tag/marketing.md" - name: "Strategy" url: "/tag/strategy.md" - name: "trends" url: "/tag/trends-5.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/5-marketing-trends-cmos-need-to-watch-now.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/5-tendances-marketings-que-les-directeurs-marketing-doivent-connaitre-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/5-marketing-trends-die-cmos-jetzt-im-auge-behalten-muessen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/5-marketing-trends-cmos-need-to-watch-now-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/5-tendances-marketings-que-les-directeurs-marketing-doivent-connaitre.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/5-tendencias-de-marketing-que-los-cmo-deben-tener-en-cuenta.md" --- # 5 marketing trends CMOs need to watch now Having spent literally decades anticipating and implementing new marketing strategies based on industry trends and developments, we know all too well that the CMO role is continually evolving. It’s also a challenge to stay ahead of the curve when you already have a multitude of responsibilities, but don’t worry—we’re here to run through the top trends to keep on your radar. 1. ## Build your brand and content strategies around your organization’s values and employee wellbeing In 2021, eMarketer conducted a survey of [attitudes of US adults towards company’s involvement in social and political issues](https://www.insiderintelligence.com/content/spotlight-what-values-driven-consumers-really-want). The results revealed that although values are important to consumers, they are just one of many influencing factors. It has become apparent that older consumers prioritize price over value when deciding to purchase a product or service. However, many respondents from younger generations showed a higher awareness and opinion of a company’s values when making a purchase decision. When asked about their expectations of a company, consumers were most concerned about the treatment of employees, specifically a business’s efforts to ensure fairness, safety, and equity. When exploring how to best engage their value-driven consumers, companies should be clear about their values and work culture. This can be achieved in various ways but should always include transparency with employees and investors alike. 2. ## Personalized communication remains one of the top trends In May 2022, Salesforce conducted a survey about [what consumers expect when it comes to a business’s communication strategies](https://www.insiderintelligence.com/chart/256614/attitude-of-consumers-worldwide-toward-personalization-customer-experience-provided-by-company-2020-2022-of-respondents). The results showed that 73% of respondents expect brands to understand their differing expectations and needs, and 62% think that companies should anticipate their needs based on their behaviors with the brand. This is a growing trend with consumers. In 2020, the same survey was conducted about personalization and customer experience, and in 2022 consumers’ expectations and beliefs increased by at least 10% for each survey question. ![Starbucks iced coffee with cream in transparent plastic cup with name Sam on an outdoor table in summer.](/wpe-content/uploads/2022/09/coffee.jpg) Consumers understand that companies [use data to tailor messages and communications](/services/content-strategy/). In fact, 9 out of 10 respondents said they enjoy receiving personalized offers based on their history with the brand. Additionally, they are more likely to share personal information with companies if the content they are receiving is tailored to their interests. Personalization also drives performance: businesses that customize their messaging can improve conversions by up to 50%. 3. ## The future of the CMO role: Growing mandates include technology and data analytics The role of the CMO has transitioned to something deeper than marketing, evolving into a job where strategy is a key component to drive business growth. Traditionally, it was not assumed that marketers would work closely with product design or corporate strategy. CMOs were instead briefed on the product and told to market it without having the duty to provide any input into the design or strategy behind it. Today, the role of the CMO has expanded beyond simply communicating with an audience to include things like [Demand Generation](https://blog.hubspot.com/sales/lead-generation-vs-demand-generation). At the same time, [tenure in the position can be short](https://www.insiderintelligence.com/content/the-evolving-role-of-the-cmo). In many cases, the company is no longer the right fit or the CMO has grown, searching for more specialized career opportunities. Ultimately, it is important for CMOs to have well-rounded traditional marketing skills, such as storytelling and branding, as well as proficiency in technical disciplines—working closely with Chief Data Officers and Chief Technology Officers to achieve data-driven success. Rumors about the demise of the CMO may be exaggerated. This is an extraordinarily complex role that continues to evolve; CMOs should not let these headlines distract them from doing their job. 4. ## Invest in AI or risk getting left behind Artificial intelligence has made its way into the customer experience. In the 2021 Harris Poll, [nearly half of US marketers increased customer experience (CX) related AI investments in the preceding year](https://www.insiderintelligence.com/content/ai-customer-experience). Uses for AI include predictive recommendations (being tested by Spotify and Tripadvisor) and customer privacy. If consumers know that their data is being held privately, they are more likely to share more information, ultimately enabling businesses to provide customization. ![AI](/wpe-content/uploads/2022/09/ai.jpg) AI is becoming increasingly prevalent in businesses, and companies need to experiment with different forms of AI to reveal which methods are the most successful and effective. Customer privacy, of course, remains paramount. The main area where companies have been investing more is in data quality, with 63% of companies spending more money in 2021 than 2022. 5. ## B2B customer journeys are increasingly critical The B2B customer journey can be influenced through strategic content that goes beyond the upper funnel. According to eMarketer, [the majority of B2B companies use digital content marketing](https://content-na1.emarketer.com/creating-and-distributing-content-for-the-customer-journey), and some of the frontrunners have plans to further invest in this aspect. To develop a strong content strategy, companies must focus on their relevance to their audiences. This can be achieved through audience and customer lifecycle research, with a particular emphasis on where a given prospect is in their customer journey. Such journey mapping, according to eMarketer, should be structured around five key elements: 1. Cross-function collaboration 2. Defining buyers and customers 3. Research into audience behavior 4. Identifying customer touch points 5. Focusing on a specific to establish a consensus Content needs to be created for specific cases that fall within the lifecycle, for example, content should always be developing and becoming more personalized based on users’ history and interactions with the messages. There is no doubt about it: CMOs have their work cut out in the months and years ahead. In such a fast-changing environment, it’s crucial to not only get ahead of incoming trends but connect with the right agency partner. Let’s talk. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/google-launches-major-helpful-content-algorithm-update.md --- title: "Google launches major “helpful content” algorithm update" date: 2024-12-30 published: 2022-08-31 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-US-2022-august.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "Google Business Profile" url: "/tag/google-business-profile.md" - name: "listings management" url: "/tag/listings-management-2.md" - name: "local listings" url: "/tag/local-listings-2.md" - name: "local marketing" url: "/tag/local-marketing-4.md" - name: "local search" url: "/tag/local-search.md" - name: "online reputation" url: "/tag/online-reputation-3.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/google-launches-major-helpful-content-algorithm-update.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/google-bringt-ein-grobes-helpful-content-algorithmus-update-raus.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/google-launches-major-helpful-content-algorithm-update-2.md" --- # Google launches major “helpful content” algorithm update Even during the laziest days of late summer, the world of local search keeps turning. In fact, this August brought more than its fair share of major changes and noticeable updates. Here’s all the helpful content you need to stay ahead of the game. ## “Helpful content” is Google’s new priority in search Following in the steps of [BERT](/blog/one-year-on-has-bert-really-changed-search-forever/) and [EAT](https://www.semrush.com/blog/ways-build-expertise-authority-trust-boost-seo-semrushchat-sherry-bonelli/), the latest [Helpful Content update to Google’s algorithm](https://www.searchenginejournal.com/google-helpful-content-algorithm-update-launching-soon/461882/) is to be a major one. While Google does carry out routine minor updates every month or so, these named updates differ from core algorithm tweaks. While the latter tends to affect only certain types of businesses with minor ranking fluctuations, a named Google update can significant change numerous aspects of Google’s first page of results. The helpful content update is designed to tackle pages generated by those who understand SEO but do not provide value to the user. That is to say, the update targets websites that are primarily written to cater to Google’s current algorithm rather than actual users. If you already maintain your site in a way that leads to [better user experiences](/services/design/), the helpful content update should result in far better rankings. This will be especially true in spam-heavy industries, such as locksmithing and insurance, which will hopefully see their illegitimate competitors fall in rankings. The full update rolled out from the end of August through the beginning of September. Businesses should keep a close eye on their rankings during this time. While legitimate businesses should only see a rise in rankings or no changes at all, Google is not infallible. Monitor how this update impacts your business and, as always, be sure to act if you see your rankings suffer. ## New “Featured in” section for hotels, plus the “Asian-owned” attribute for all business types Google rolled out two much smaller updates during its month of major releases, expanding the unique feature-rich results of hotels and adding to its set of listing attributes. Firstly, search results for hotels are now starting to include a new “Featured in” section, which includes third-party reviews as well as news stories about the specific hotel being searched. ![New "Featured in" section on Google search results for hotels](/wpe-content/uploads/2022/08/featured-in.jpg) Image: Search Engine Roundtable Hotels and all other businesses also now have the option to include the “Asian-owned” label on their listings. Along with Veteran-owned, Women-led, and many other similar attributes, this label will help customers find the businesses most relevant to them within their own communities. Whenever [new features and attributes are added](/blog/how-attributes-are-transforming-google-my-business/) , remember that any additional information that describes your business can improve click-through rates and drive additional traffic. Embracing the “Featured in” section or selecting newly added attributes may either improve your ranking on existing queries or open up your eligibility for other searches. Either way, your updated listings are likely to earn more impressions. After all, a Google listing that contains every feature available to it instantly appears more professional and trustworthy. ## Google updates product reviews In its continuing quest to become the world’s *de facto* review platform online, Google is now incorporating more in-depth, text-heavy reviews in product searches. Reviews with only star ratings or those with minimal text are no longer billboarded alongside product listings; instead, reviews with an acute focus on informing purchase decisions are being highlighted. Some businesses see reviews as a way to tally up a high score, but Google sees reviews as a genuine method by which consumers make purchase decisions. As such, this review update should help everyone, encouraging both buyers and sellers to appreciate the value of high-quality reviews on product listings. In [last month’s roundup](/blog/google-calls-time-on-the-gbp-app-and-fights-back-against-a-new-review-scam/), we looked at a new Google SERP feature called “Find places through reviews”. Still being tested, this new SERP component uses keywords in review text to match business profiles to search queries. Much in the same way keywords are highlighted in a listing’s review section, “Find places through reviews” should more accurately connect users with the specific types of businesses they’re searching for. The reviews pulled for this feature are also determined by geographic proximity, encouraging walk-in traffic for local businesses specifically through their reviews. ## Google Posts with duplicate content will now be considered spam Google may have released an update that hurts legitimate businesses as much as fraudulent ones. Adding a new line to its Google Posts [help article](https://support.google.com/business/answer/7213077?hl=en) (in the “Avoid Spam” section), the search giant asserts that duplicate photos, videos, and logos can now cause posts to be rejected. This updated policy seems simple enough in its attempt to reduce repetitive content, but it can have ramifications that Google did not expect. Primarily, the update makes it much harder for multilocation businesses to publish standardized posts across their listings. It also penalizes other honest uses of duplicate content, such as a restaurant posting the same graphic across its locations to advertise a weekly special. With every post requiring a unique element, this puts a much greater burden on marketers trying to utilize Google Posts. It’s a perplexing problem, for sure, but it’s also one DAC is built to overcome. Check in with our [Local Presence Management](/services/local-presence-management/) experts and find out just how much we can do for your business. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/explained-the-complex-quality-factors-in-seo.md --- title: "Explained: The complex “quality” factors in SEO" date: 2024-12-30 published: 2022-08-24 author: "Jane Sanderson" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/quality-blog.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" tags: - name: "content strategy" url: "/tag/content-strategy-6.md" - name: "copywriting" url: "/tag/copywriting.md" - name: "quality" url: "/tag/quality.md" - name: "quality signals" url: "/tag/quality-signals.md" - name: "Search Engine Optimization" url: "/tag/search-engine-optimization.md" - name: "SEO" url: "/tag/seo.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/explained-the-complex-quality-factors-in-seo.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/focus-les-facteurs-complexes-de-qualite-dans-le-referencement-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/erklaert-die-komplexen-quality-faktoren-in-seo.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/explained-the-complex-quality-factors-in-seo-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/focus-les-facteurs-complexes-de-qualite-dans-le-referencement.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/los-complejos-factores-de-la-calidad-en-el-seo.md" --- # Explained: The complex “quality” factors in SEO Countless websites are technically sound yet still struggle to rank or perform organically performance still struggles. Upon reaching out to search engines for answers and explanations, the usual response is to consider the quality of the site. Sound advice, yes, but what does “quality” actually mean? And how do you improve it? Quality is one of the most significant ranking factors and one that is constantly being catered to. Even now, Google is rolling out the “[Helpful Content Update](https://blog.google/products/search/more-content-by-people-for-people-in-search/)“, an algorithm update that aims to promote original, high quality content that satisfies users’ needs (in other words, content created for humans rather than search engines). Sites that create a lot of content specifically for the purpose of ranking will be negatively impacted by this change. The challenge is that quality isn’t a single signal but a combination of many, so it’s no simple task to judge the quality of any given website. In addition, the quality signals for one industry could be very different from another. [SEO specialists](/services/search-engine-optimization/) can’t use a generic checklist to determine whether a website is high or low quality—they first need a thorough understanding of the site’s industry, audience, and user expectations. ## Where do quality signals come from? Signals that determine website quality stem from a program that Google has been running for the past seven years. The search giant’s [Quality Raters](https://support.google.com/websearch/answer/9281931?hl=en), consisting of thousands of individuals all over the world, regularly report on their experiences with websites and search results. ![Cropped shot of an unrecognizable man using a digital tablet while sitting in a coffeeshop](/wpe-content/uploads/2022/08/quality-rater.jpg) A Quality Rater will be sent a web page and asked to fulfill a number of tasks. They then grade their experience and explain the reasons behind the rating. These reports are used to help identify common elements on sites that users determine to be high quality. ## Not all sites are judged equally Depending on which industry your site represents, search engines will assess the quality of your content differently. This is because, depending on the industry, content has the potential to impact the heath and welfare of its users. Google coined the term “YMYL” (Your Money, Your Life) to identify the industries whose content should be held to a higher quality standard than the rest of the web. YMYL include sites that deal with legal systems, finances, healthcare, government, shopping (ecommerce), news, and information on groups of people. Each category can branch out into a wide range of topics. For instance, healthcare can include all kinds of online content pertaining to hospitals, pharmacies, drugs, emergency preparedness, and more. ## What are quality signals? Websites that are judged to have the highest quality tend to have strong signals that represent [Expertise, Authority, and Trust](https://www.semrush.com/blog/ways-build-expertise-authority-trust-boost-seo-semrushchat-sherry-bonelli/) . The signals for E-A-T don’t only reside on the page, but can come from all over the web and even offline. ### ⬅️ On-page signals Some of these include content being factual, original, and insightful, as well as factors like content depth, ad density, and the absence of spelling errors or grammatical mistakes. ### **➡️ Off-page signals** Depending on the type of content, off-page signals can include legitimate positive reviews, [citations](https://serpninja.io/local-citations/) or links from authoritative sources, the author’s credentials, and the company’s reputation. ### ‼️ No-page signals Beyond the written word, search engines can look at things like the company or author’s publishing history, the frequency of published works on the topic, and whether or not the company has a physical location users can visit. ## DAC’s POV on quality Content quality is one of the five key pillars to generating a successful website: Findability, [Functionality/UX](/services/design/), Format/Structure, Readability, and Content Quality. When all pillars work cohesively together, users are more easily able to achieve their goals. YMYL sites need to work continuously on quality signals in order to compete. However, all sites should still take heed: YMYL categories can and will expand over time, so always aim to create content to puts your audience’s needs first. ## Where to get started? Depending on your industry and your website, you can get to work on improving the overall quality by focusing on improving the E-A-T signals derived from company pages, author pages, product or service pages, blog posts, news pages, and online reviews. Need a little help getting there? Our SEO and [Content Strategy](/services/content-strategy/) teams can help you identify all the most important quality signals for your industry and content type—and we’ll go from there. LET’S TALK --- https://www.dacgroup.com/insights/blog/local-search/revealed-industry-benchmarks-for-google-business-profile-gbp-metrics-in-2022.md --- title: "Revealed: Industry benchmarks for Google Business Profile (GBP) metrics in 2022" date: 2024-12-30 published: 2022-08-05 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/DAC-GBP-Benchmarks-cover.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/revealed-industry-benchmarks-for-google-business-profile-gbp-metrics-in-2022.md" --- # Revealed: Industry benchmarks for Google Business Profile (GBP) metrics in 2022 DAC manages over 1.5 million individual location listings for clients in hundreds of countries around the globe. This size and scale gives us a unique perspective to help highlight important insights applicable to brands that rely on driving revenue via local search. We are asked constantly to provide context when we review reporting with clients. For example, if KPI’s are up 70% YoY, is that good, or is it bad? Context is everything when it comes to reporting and with that in mind, we set out to provide context around local search metrics coming out of the extremely difficult past 2 years. In other words, we wanted to dive into our data and see if we could produce benchmarks. ## Why industry benchmarks are important Industry benchmarks are highly valuable but notoriously difficult data points to collect. To evaluate how your business is performing in the marketplace, you need to not only assess your metrics year-over-year but compare them against competitors in your industry. The previous two-and-a-half years demonstrated perfectly how a business can make no mistakes yet still incur losses due to industry-specific or worldwide trends. To help you understand if your business is keeping pace in this new normal, we’ve pulled from our robust client data to set the industry benchmarks you need—just as we did in our [previous blog post on reputation management benchmarks](/blog/revealed-industry-benchmarks-for-customer-reviews-in-2022/). This time, however, we’re revealing all about industry trends across [Google Business Profile](/services/local-presence-management/google-business-profile-management/) (GBP, formerly Google My Business). ## How we sliced and diced our data We’re again comparing **April 1 2020 to March 31 2021** against **April 1 2021 to March 31 2022**, which covers the disruption of initial COVID lockdowns up to the relative normality of today. Regardless of how businesses may have struggled in early stages of the pandemic, the unknowable impact of that storm should now be over. Indeed, most businesses should be experiencing some form of upswing; what matters now is how that recovery compares to others. Bear in mind that we’re again primarily considering businesses in the US, Canada, and Europe, and that our data sets are constrained by the number of clients we have within those industries. Even so, the scale of the data generated by our client base still acts as a microcosm of businesses within those regions. ## High-level considerations To start, let’s first establish GBP benchmarks for general business performance before diving into each industry in more detail. **Total GBP actions percentage change YoY:** 24% Clicks: 18% Calls: 14% Directions: 42% **Total GBP views percent change YoY:** 47% Search: 28% Maps: 55% (Discovery 42%, Direct 63%, Branded 40%) With local restrictions lifting and other customer touch points reopening, it should be no surprise that businesses have seen significant increases in their overall GBP KPIs in 2022—as evidenced by the 42% increase in requests for directions. While calls and clicks could have fluctuated depending on each business’s ability to retain clients during lockdowns, in-person store visits could only have increased so dramatically with the easing of restrictions. That’s especially important for dine-in restaurants, gyms, and retailers, for whom foot traffic is immensely important. ![People on pedestrian crossings, on foot and by bicycle](/wpe-content/uploads/2022/07/shoppers-legs.jpg) The same factors also explain the near double increase in map views compared to search. Consumers were no longer looking for ecommerce options but researching *where* they could make same-day purchases at a physical location. Note how direct searches for map locations grew by 63%, which is significantly higher than incidental discovery and branded searches. The implication is that consumers will always seek out direct access to products and services when available. ## The tale of the tape The following table reveals the industry benchmarks that businesses should measure themselves against. The biggest winners are highlighted in green while the biggest losers see themselves marked in red**.** If you don’t see your industry represented or simply desire a more detailed breakdown than we have laid out here, [get in touch](/get-in-touch/) and we’ll be happy to oblige. [![](/wpe-content/uploads/2022/06/DAC-GBP-Benchmarks-scaled.jpg)](/wpe-content/uploads/2022/06/DAC-GBP-Benchmarks.pdf) *Click image to enlarge or view PDF [here](/wpe-content/uploads/2022/06/DAC-GBP-Benchmarks.pdf)* Perhaps unsurprisingly, restaurants, retailers, and pharmacies (a more specific type of retail) saw massive increases in their online and physical traffic—specifically in requests for directions—following the widespread lifting of restrictions. Although the fitness industry recorded an 86% increase in requests for directions (second only to restaurants), it’s not all good news: Gyms and health clubs now face new threats after consumers turned to exercise alternative in the last two years, including convenient at-home workouts like Peloton, which may dovetail nicely with flexible, post-pandemic working models. The biggest drops come from the only three industries that saw losses in 2022 compared to 2021. The industry which faltered more than any other, however, cannot attribute its challenges to the pandemic alone. With a massive increase in fuel and gas prices, energy providers are struggling to articulate any positive differentiators for consumers. Gas stations, meanwhile, have seen a disproportionate increase in search volume compared to their direct traffic. This is due to consumers searching for news stories about gas prices rather than actually increasing their demand. Some industries, despite how others are faring around them, can’t expect large volumes of growth or decline. For those who have seen their GBP metrics remain static year over year, our benchmarks suggest that consistency may just be what you should expect. ## So… what does this mean for your business? Physical locations are back. As much as the pandemic [shifted consumer behavior online](/blog/how-the-pandemic-is-changing-consumer-behavior/), a significant proportion of most populations will always prefer and prioritize in-person experiences. If you neglected your listings during the pandemic—for instance, allowing your hours of operation to drift out of sync with reality—this is your final reminder to rectify any lingering [Local Presence Management](/services/local-presence-management/) issues. For those who have remained on top of their online listings, now is the time to compare how your business is faring against the rest of your industry. Using the benchmarks we’ve provided above (or by [reaching out to us](/get-in-touch/) for a full data set), you can see if your year-over-year performance is meeting your industry’s standard. If your performance is stagnating and your industry is struggling, are you doing everything you can to mitigate losses? If you’re growing in a thriving industry, are you doing so at the same rate as your competitors? Viewing your own performance in isolation will never give you the full picture. For those lucky few industries that have escaped the pandemic relatively unscathed, there are still noteworthy trends to help you understand where to allocate resources. Post offices, for example, have received fewer website views via GBP in the past year, but call volume via GBP has risen 60% in the same time period. Local managers should therefore expect more customers to contact them by phone rather than online, using industry benchmarks to not only assess general health but inform real-world business practices. Want to get more from your GBP listings? It just happens to be our area of expertise. Let’s talk! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/dac-turned-50-highlights-from-our-next-level-celebrations.md --- title: "DAC turned 50! Highlights from our Next Level celebrations" date: 2024-12-30 published: 2022-08-04 author: "DAC Dev Studio" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/dac-turned-50-highlights-from-our-next-level-celebrations.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/dac-celebre-son-50-eme-anniversaire-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/dac-ist-50-highlights-unserer-next-level-feierlichkeiten.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/dac-turned-50-highlights-from-our-next-level-celebrations-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/dac-celebre-son-50-eme-anniversaire.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/dac-cumple-50-anos-pasamos-al-siguiente-nivel.md" --- # DAC turned 50! Highlights from our Next Level celebrations After 50 years of delighting clients, rising to every challenge, and making unforgettable memories along the way, DAC is celebrating an extraordinary milestone. And celebrate we did! Earlier this summer, we came together in Toronto with colleagues from across all our offices for an unforgettable 50th anniversary celebration. Our Next Level events included an agency-wide conference, journey mapping sessions, and a spectacular soiree. Here’s a recap of how we toasted to our achievements—and how we’re looking boldly to the next 50 years. ## The conference After more than two years of virtual meetings, it was a breath of fresh air to meet with our colleagues in person—many for the very first time. While we’ve successfully pivoted to a hybrid work environment, we’ll always value the camaraderie of in-person interactions. Team members from different continents joined us for Next Level presentations and panels on everything from nurturing our office culture to what the future of digital holds. Conference highlights included: ### Opening remarks from CEO Norm Hagarty From our humble beginnings in directory advertising to transforming into a leading digital performance marketing agency with over 550 employees across North America and Europe, DAC still does what we did in 1972: *bring buyers and sellers together in new and different channels*. Over the years, as we navigated everything from the advent of search engines to the emergence of smartphones, we changed, adapted, and invested in our people and processes every step of the way. We are passionate, enthusiastic, and curious; we are fiercely independent; and, as Norm likes to say, “We are scrappers who care.” ### Keynote address with Masai Ujiri, President and Vice-Chairman of the Toronto Raptors A great leader is a great listener. And attracting the right talent means getting to know people, even before you work with them. Just like Ujiri and the Raptors, DAC is not in the business of losing good people. We’re continually growing and evolving together through trust and understanding—and by empowering each other to take risks. In a fiercely competitive space, we continue to take our people, our clients, and our business to the Next Level—and we can’t wait to see where the journey takes us next. [![Masai Ujiri speaking at DAC's 50th anniversary conference](/wpe-content/uploads/2022/07/DAC-50th-Conference-Masai-Ujiri-1024x683.jpg)](/wpe-content/uploads/2022/07/DAC-50th-Conference-Masai-Ujiri-scaled.jpg) ### Forrester Research industry update with Jay Pattisall, Principal Analyst at Forrester Staying ahead of the curve—and taking our agency to the Next Level—means understanding the forces that will shape our world in 2022 and beyond. We’re paying attention to market disruptors, leveraging technology, and tapping into our creativity to stay nimble amid uncertainty and seize opportunities as they come. ### Futurecasting: a panel discussion From VR, AI, and the metaverse to automation, the digital landscape is a shapeshifting beast—and we’re constantly feeling the pressure to keep up. However, there’s no need to panic. We see immense opportunity in capitalizing on these trends while still retaining our core focus of making data-driven decisions. We’re excited to usher brands into this new digital world by learning, understanding, and deploying technology in an informed way. [![Jenna Watson speaking at DAC's 50th anniversary conference](/wpe-content/uploads/2022/07/DAC-50th-Conference-Jenna-1024x683.jpg)](/wpe-content/uploads/2022/07/DAC-50th-Conference-Jenna-scaled.jpg) ### Cultivating our culture: a panel discussion As a people-first organization, our employees are at the heart of our success. That’s why we invest in cultivating an inclusive, [diverse](/blog/how-diverse-is-dac/), and intentional office culture. It’s an evolving process that requires regular check-ins and evaluations to temperature check what’s working and what isn’t. Navigating a pandemic over the past two years has been especially challenging, but we’ve successfully managed to connect, collaborate, and keep the communication channels open. As we adjust to our new normal, we’re actively working to strengthen our culture and take our teams to the Next Level. [![Panel discussion on cultivating our office culture at DAC's 50th anniversary conference](/wpe-content/uploads/2022/07/DAC-50th-Conference-Culture-Panel-1024x683.jpg)](/wpe-content/uploads/2022/07/DAC-50th-Conference-Culture-Panel-scaled.jpg) ## The journey mapping sessions After the conference, we broke out into groups to get the creative juices flowing. Team members came together to collaborate, brainstorm, and problem solve through interactive face-to-face workshops. We discussed what DAC does well, what we can do better, and how we can take our core services to the Next Level. Some of our journey mapping and working sessions included: - **Proove Intelligence** – Understanding how to humanize discussions around data and make it more relatable to business outcomes, with Dan Temby, Senior VP of Technology & Analytics, and the [Proove Intelligence](https://www.prooveintelligence.com/) team - **Reputation management** – Exploring one of digital’s most critical disciplines with Kyle Harris, Director, Local Optimization, and Adam Luck, VP/GM - **SEO and content** – How [SEO](/services/search-engine-optimization/) and [content](/services/content-strategy/) are intertwined to a greater extent than you may think, with Nasser Sahlool, Senior VP of Client Strategy, and Oliver Tani, Senior Director of Search ## The party No 50th anniversary celebration is complete without a party. The DJ set the vibe while we enjoyed canapes, signature drinks, food stations, a photo booth, VR games—and cake, of course. We toasted, mingled, and danced the night away—and took a trip down memory lane with a dances-through-the-decades performance. We even took the festivities to the Next Level (literally!) with a mesmerizing aerialist performance. Cheers to 50 years! ## Let’s take it to the Next Level What’s next for DAC? More change, more transformation, and more growth. We’ll continue to gain a deeper understanding of the marketplace—and we’ll continue to evolve with it. And, as always, we’ll continue to invest in the success of our clients and employees. Want to know how we can take your business’ performance to the Next Level? Let’s talk. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/google-calls-time-on-the-gbp-app-and-fights-back-against-a-new-review-scam.md --- title: "Google calls time on the GBP app and fights back against a new review scam" date: 2024-12-30 published: 2022-08-04 author: "Zoran Dobrijevic" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/google-calls-time-on-the-gbp-app-and-fights-back-against-a-new-review-scam.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/google-met-fin-a-son-application-google-business-profile-et-lutte-contre-une-nouvelle-fraude-aux-avis-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/google-stellt-die-gbp-app-ein-und-wehrt-sich-gegen-einen-neuen-bewertungsbetrug.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/google-calls-time-on-the-gbp-app-and-fights-back-against-a-new-review-scam-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/google-met-fin-a-son-application-google-business-profile-et-lutte-contre-une-nouvelle-fraude-aux-avis.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/google-da-paso-a-la-aplicacion-gbp-para-defenderse-de-las-estafas-de-las-resenas.md" --- # Google calls time on the GBP app and fights back against a new review scam The world of local search rang in the changes this July. Google was particularly active as it bade farewell to a major app, pushed out a few new features, and took steps to counteract a particularly worrying new scam. Here’s all the news you need to know. ## Say goodbye to the Google My Business app Multiple warnings led up to this moment and now it’s official: Google is sunsetting its [Google My Business (GBP)](/services/local-presence-management/google-business-profile-management/) app. Along with the name change to Google Business Profile (from Google My Business), all features once exclusive to the app are now available on standard Google Search and through the Google Maps app. ![Message showing that the Google Business Profile app has been discontinued](/wpe-content/uploads/2022/08/gbp-app.jpg) Image: Google Those who try to access the Google My Business app will now receive a message stating that it is no longer available, and will be presented with links directing them to Search and Maps. All former functionality is transferred to these platforms and account managers should not lose any of their archived data. ## 1-star reviews plague restaurants on Google As covered by the [New York Times](https://www.nytimes.com/2022/07/11/dining/google-one-star-review-scam-restaurants.html), scammers are leaving 1-star reviews for restaurants (and other businesses) then demanding gift cards in order to edit or remove said reviews. For businesses that rely heavily on their [online reputation](/services/reputation-management/), the threat of losing foot traffic over negative reviews often sees them paying the scammer. The formal process to remove fraudulent reviews can take time, so it seems that some business owners are opting to pay off scammers rather than absorb the potential loss in revenue from weeks of a visible 1-star review. This review scam spread widely enough to warrant an official response from Google: > We’ve recently become aware of a scam targeting businesses on Google with the threat of 1-star reviews unless they send money via gift cards. Our [policies](https://support.google.com/contributionpolicy/answer/7422880?hl=en) clearly state reviews must be based on real experiences, and our teams are working around the clock to thwart these attacks, remove fraudulent reviews, and put protections on business profiles that may have been affected. > > If your business is being targeted by these scammers, please do not pay them. Instead, please flag the reviews [here](https://support.google.com/business/answer/4596773?hl=en) or reach out to Google support via our [Help Center](https://support.google.com/business/gethelp), so that our team can review and remove policy-violating content. If you haven’t yet claimed your business profile, you can do so [here](https://www.google.com/intl/en_uk/business/). ## “Find places through reviews” on Google Despite its many problems, Google is succeeding in becoming one of the largest review platforms online. While trying to fight back against the negative aspects of its reviews, the search giant is also trying to promote its wealth of positive content. In its latest attempt to leverage its large volume of quality reviews, Google is slowly introducing a new method to highlight reviews in local search: a new feature named “Find places through reviews”. This new tab will show a review carousel for select local businesses that match the user’s search query. For example, if a user searches for a “coffee shop with free Wi-Fi”, Google will present reviews that specifically mention the quality of the establishment’s free internet. ![Find places through reviews](/wpe-content/uploads/2022/08/find-through-reviews.jpg) Image: Search Engine Roundtable Regardless of what issues Google may face while trying to become the internet’s number one review platform, it is dedicated to its goal of making reviews one of the most important factors for every business listed on the search engine. ## Google tests “Reviews aren’t verified” label While Google seems to handle [fake reviews](/blog/instantly-boost-your-google-my-business-rankings-by-removing-spam/) better than platforms such as Facebook, it’s estimated that approximately 11% of Google reviews are fake. While that number may seem tolerable, this totals to about 200 million fake reviews on the platform. That’s why Google is testing a new label to indicate when a review isn’t verified on Search or Maps. Appearing above a review, the label reveals on click that “reviews aren’t verified by Google, but Google checks for and removes fake content when it’s identified.” This label should appear when Google can’t confirm the reviewer physically visited a business or made a purchase through their online store. While this method has succeeded in the past, such as when Google removed old reviews from businesses that the reviewer hadn’t visited for over 6 months, there have also been problems. When Google attempts to delete fake reviews, partly using machine learning, it often removes a significant number of legitimate reviews as well. With the balance between these two factors a difficult one to achieve, Google will need to constantly tweak its algorithms to avoid issues like the 1-star restaurant scam in the future. ## Google lets businesses set auto responses to common questions For businesses that have set up messaging on GBP, Google now includes automatic responses to commonly asked questions. The FAQs that businesses often set up in their [Google Q&A](/blog/google-highlights-qa-content-on-maps-and-asks-local-guides-to-update-old-reviews/) can now be repurposed for messages. Much like a chat bot, if a user asked a common question such as “Is parking available?”, Google’s automated responses can reply with a prewritten message on the topic. ![New featured to automate responses to frequently asked questions on Google Business Profile](/wpe-content/uploads/2022/08/automated.jpg) Image: Google Because GBP messenger can be turned off for businesses with less than a 90% response rate, this auto-response feature will greatly assist businesses to remain within that threshold. To set up this new feature, business managers will need to populate the list of potential questions and answers under the FAQs portion of the messaging section. Local search moves fast, but our dedicated teams move faster. Find out how we’re driving outrageous growth for our clients via proprietary technology, hands-on management, and a unique suite of performance marketing services. Let’s talk! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/google-business-profile-adds-new-lgbtq-attributes.md --- title: "Google Business Profile adds new LGBTQ+ attribute" date: 2024-12-30 published: 2022-07-04 author: "Kirk S" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/lgbtq.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" tags: - name: "business listings" url: "/tag/business-listings.md" - name: "GBP" url: "/tag/gbp.md" - name: "GMB" url: "/tag/gmb.md" - name: "Google Business Profile" url: "/tag/google-business-profile.md" - name: "Google My Business" url: "/tag/google-my-business.md" - name: "local listings" url: "/tag/local-listings-2.md" - name: "local marketing" url: "/tag/local-marketing-4.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/google-business-profile-adds-new-lgbtq-attributes.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/google-business-profile-fugt-neues-lgbtq-attribut-hinzu.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/google-business-profile-adds-new-lgbtq-attributes-2.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/google-business-profile-presenta-un-nuevo-atributo-lgbtq.md" --- # Google Business Profile adds new LGBTQ+ attribute In a move dedicated exclusively to businesses owned by the LGBTQ+ community, Google has now announced a brand new attribute for [Google Business Profile](/services/local-presence-management/google-business-profile-management/) (GBP, formerly known as Google My Business). Here’s how the new “LGBTQ+ owned” attribute appears: ![LGBTQ-owned attribute on Google Business Profile](https://www.dacgroup.com/wp-content/uploads/2024/12/lgbtq-owned.jpg) Image: [Google](https://blog.google/outreach-initiatives/diversity/lgbtq-owned-businesses/) This attribute follows in the footsteps of “family-led” (which is no longer accessible), “veteran-led”, and “women-led”, all of which were introduced in 2018. In 2020, “Black-owned” attributes were added, followed by a “Latino-owned” attribute in 2021. Although Yelp has offered its own “LGBTQ+ owned” label for more than a year, Google did already include “LGBTQ+ friendly” and “transgender safe space” attributes back in 2020. The “LGBTQ+ owned” attribute is more straightforward, less ambiguous, and intends to spotlight LGBTQ+ company owners. Here’s how to add it to your profile: 1. In the GBP dashboard, select ‘Edit Profile’ then ‘Business Info’ 2. In the ‘More’ tab near the top, select the category you want to change 3. Next to the attribute, select ‘Yes’ 4. When you are finished selecting attributes, click ‘Save’ ## Why does this attribute matter? It’s thought that [8% of Americans consider themselves part of the LGBTQ+ community](https://www.hrc.org/press-releases/we-are-here-lgbtq-adult-population-in-united-states-reaches-at-least-20-million-according-to-human-rights-campaign-foundation-report), including an estimated [20% of Gen Z](https://news.gallup.com/poll/389792/lgbt-identification-ticks-up.aspx). This increasingly visible prevalence is shaping the business landscape, too: There are 1.4 million LGBTQ+ owned businesses in the United States alone, and they are responsible for generating $1.7 trillion income annually. In Google’s own words: > As we celebrate Pride, it’s important to remember visibility and representation are critical, all year round. A flag in the window of a small business has the power to bring queer folks together, to celebrate our joy, honor our history, and fight for our diverse community. It’s our hope that this attribute will allow business owners to celebrate their identity and community with the world. If you are part of the greater LGBTQ+ community, we recommend that you add this new attribute to your profile—or at least test it out. Attributes like this are [designed to not only improve search visibility](/blog/how-attributes-are-transforming-google-my-business/) but set individual businesses apart from their competitors. Use every tool at your disposal to complete your profile(s), enrich your listings, and strengthen your connection with customers and prospects alike. --- https://www.dacgroup.com/insights/blog/local-search/google-updates-its-algorithm-and-meta-fights-fake-reviews.md --- title: "Google updates its algorithm and Meta fights fake reviews" date: 2024-12-30 published: 2022-06-30 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-US-2022-june-2.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "GBP" url: "/tag/gbp.md" - name: "Google Business Profile" url: "/tag/google-business-profile.md" - name: "local listings" url: "/tag/local-listings-2.md" - name: "local search" url: "/tag/local-search.md" - name: "Local SEO" url: "/tag/local-seo-4.md" - name: "Meta" url: "/tag/meta.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/google-updates-its-algorithm-and-meta-fights-fake-reviews.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/google-met-a-jour-son-algorithme-et-meta-lutte-contre-les-faux-avis.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/google-aktualisiert-seinen-algorithmus-und-meta-bekampft-fake-bewertungen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/google-updates-its-algorithm-and-meta-fights-fake-reviews-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/google-met-a-jour-son-algorithme-et-meta-combat-les-faux-avis.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/google-actualiza-su-algoritmo-y-meta-planta-cara-a-las-resenas-falsas.md" --- # Google updates its algorithm and Meta fights fake reviews The sun is shining, the birds are singing, and there’s lots to catch up on from the world of local search. These are all the changes, updates, and announcements you need to know. ## Google releases broad core update Google’s latest core algorithm update on May 25 has started to take effect, though it will not intentionally focus on specific industries—such as the [previous November update](/blog/november-2021-local-search-roundup/)—and will not target spam like the [July 2021 update](/blog/july-2021-local-search-roundup/). Instead, this broader update intends to make incremental improvements to Google’s search rankings. Users will likely not notice any sudden changes, but webmasters may well see ranking fluctuations starting in the last week of May. Knowing when Google releases algorithm updates helps you understand if [ranking changes are due to your own efforts](/services/search-engine-optimization/) or beyond your control. Whether or not an algorithm is the culprit, the best plan is always the same: Follow SEO best practices to maintain an organic ranking that is less prone to algorithm volatility. ## Google Business Profile benchmarks by industry In a follow-up to our [customer review Benchmarks blog](/blog/revealed-industry-benchmarks-for-customer-reviews-in-2022/), we will soon release a similar study for [Google Business Profile](/services/local-presence-management/google-business-profile-management/) (GBP, formerly known as Google My Business). Lead generation via Google listings is an increasingly important strategy, but it’s difficult to know if your business is doing well not only by its own standards but compared to others in your industry. In fact, only an agency with access to a critical mass of data can offer insights across organizations. This is exactly what we’ve done after crunching the numbers across hundreds of our clients. Now you can finally see how you measure up against your competitors in the fast-moving world of local listings. ## Meta unveils new policy to fight fake reviews Google fights continuously against fake reviews and it now appears that Facebook is seeing value in doing the same. Fraudulent reviews—from the unfairly purchased to those which are obvious spam—can be a headache for businesses. While Google realized the value in proper [reputation management](/services/reputation-management/) long ago, Meta is now trying to catch up in that department for its Marketplace and Shops. After all, most online users trust online reviews as much as recommendations from friends, and if Facebook reviews begin to feel less reliable than those on Google, many users will steer clear of Facebook to research businesses. ![The newly named Meta and Facebook European headquarters in Dublin's Grand Canal Square.](/wpe-content/uploads/2022/06/meta.jpg) So, with retention a priority for any online platform, Meta has unveiled a new community feedback policy including a list of five criteria for reviews to be flagged: 1. **Manipulation:** Community Feedback must not be used to misrepresent, deceive, defraud or exploit others for a financial or personal benefit. 2. **Incentivization:** Community Feedback must not be directly or indirectly incentivized, unless otherwise disclosed compliant with Meta’s policies on Branded Content. We define incentivization as a business partner or seller providing something of value, such as a monetary payment, free gift, or refund, in exchange for Community Feedback ratings, reviews, or answers. 3. **Irrelevance:** Community Feedback must be based on a reviewer’s direct experience with a product, business, or seller. Additionally, the feedback must be related to the intended use of the product and/or business. 4. **Graphic or Inappropriate Content:** Community Feedback must not include any content or media that is excessively graphic, inflammatory, violent, discriminatory, or threatening to any person or group. 5. **Spam:** Community Feedback must comply with Meta’s policies on Spam. Including, but not limited to engagement bating, high frequency content posting, sharing, or promoting is not allowed. Those who violate Meta’s Community Feedback Policy could lose access to all of Meta’s products or features temporarily or permanently. Check out the policy in its entirety [here](https://www.facebook.com/policies_center/community_feedback/). ## Google adds “LGBTQ+ owned business” attribute After adding new GBP attributes such as veteran-owned, black-owned, and women-led, Google has now rolled out a descriptor for LGBTQ+ owned businesses. Any verified profile may include this attribute on their listings. ![LGBTQ-owned attribute on Google Business Profile](/wpe-content/uploads/2022/06/lgbtq-owned.jpg) Image: [Google](https://blog.google/outreach-initiatives/diversity/lgbtq-owned-businesses/) Remember that any icon or label you can add to your Google listings will improve click-through rates and drive additional traffic for queries that include that attribute. Indeed, a Google listing that contains every available feature appears more professional and trustworthy than those that do not. Whenever your listing can deploy a feature, it should—both to improve rankings and to drive better click-through rates. ## Google introduces new travel products for hotels When the travel industry took a nosedive in 2020, Google began attempts to [establish itself as a leader in hospitality and travel bookings](/blog/5-google-my-business-features-for-hotels-and-one-big-hack/). Since the rebranding and relaunch of Google Travel in 2021, multiple updates have been made to encourage users to rely on Google as the source of truth for optimal hotel rates and availability. The search giant’s latest update has now streamlined the process for hotels to add rates to their Google Business Profiles, encouraging the industry to further utilize Google as an important customer touch point. Three new updates have gone into improving a hotel’s ability to keep its GBP information up to date: 1. **Industry-standard protocols:** Google will now support what is a standard for other travel websites in bringing hotel rates online. This will allow hotels to use the same methods across platforms, keeping their rates and availability consistent. 2. **Removal of spreadsheets:** The spreadsheets utilized by Google to update information are no more. Google is instead simplifying the process so that hotel managers can quickly and directly input rates into their profiles. For any venues needing to alter a small number of rates quickly, this should be a welcome change. 3. **Hotel ads will not need a Hotel Center account:** Advertisers will be able to search for and run campaign ads for hotel websites without the use of an additional account. When asked whether this means a phasing out of Hotel Center accounts in general, Google responded: *“We will not be phasing out Hotel Center accounts. Current hotel advertisers with existing Hotel Center accounts will continue to operate and serve ads as usual.”* ## **Twitter announces “Product Drops” for merchants** Just as Google continues to push itself as a direct sales platform, Twitter is also looking to compete in ecommerce. While Twitter’s direct sales platform has not received noteworthy success, a new marketing option that redirects users to a brand’s website is a notable inclusion in Twitter’s list of services. As the name suggests, Product Drops from Twitter allows followers of brands to receive notifications for new product launches. When a merchant tweets about an upcoming launch, followers will see a “Remind me” button at the bottom of the tweet. Tapping that button allows users to receive a notification 15 minutes prior and at the time of the product’s release. This notification will also provide a direct link to the merchant’s website, allowing users to purchase the product at the time of the reminder. ![Twitter Product Drop feature](/wpe-content/uploads/2022/06/twitter-product-drop.jpg) Image: [Twitter](https://blog.twitter.com/en_us/topics/product/2022/be-part-of-the-hype--introducing-product-drops) While the new Product Drop feature is currently in beta, this first-of-its-kind offering could prove to be a major boon to retailers. With the ability to promote brand-wide or locally, Twitter’s new feature could offer a great deal of utility to online marketers. The success of this feature is yet to be seen, however, and it is currently limited to the US on English-language iOS devices. There is currently no word on when Twitter will allow Product Drops for all merchants, but select partners testing Product Drops include: - Dior - Fossil - Jeff Staple - Home Depot Local search moves fast, but we move faster. Schedule a friendly chat with our [listings experts](/services/local-presence-management/) to find out how you stay one step ahead of the game⁠—and leave all the heavy lifting to us. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/5-ways-to-use-bad-reviews-to-your-advantage.md --- title: "5 ways to use bad reviews to your advantage" date: 2024-12-30 published: 2022-06-08 author: "Courtney Hardwick" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/benefits-of-bad-reviews.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "bad reviews" url: "/tag/bad-reviews.md" - name: "local presence management" url: "/tag/local-presence-management.md" - name: "online reputation management" url: "/tag/online-reputation-management.md" - name: "online reviews" url: "/tag/online-reviews.md" - name: "reputation management" url: "/tag/reputation-management.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/5-ways-to-use-bad-reviews-to-your-advantage.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/5-facons-d-utiliser-les-avis-negatifs-a-votre-avantage-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/5-moglichkeiten-schlechte-bewertungen-zu-ihrem-vorteil-zu-nutzen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/5-ways-to-use-bad-reviews-to-your-advantage-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/5-facons-d-utiliser-les-avis-negatifs-a-votre-avantage.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/5-formas-de-usar-las-criticas-negativas-a-nuestro-favor.md" --- # 5 ways to use bad reviews to your advantage When it comes to [reputation management](/blog/what-is-reputation-management/), customer reviews are everything. Not only are they free content and marketing for your brand, but they can also help increase search engine ranking, drive sales, and help build credibility for your company. But just like good reviews can create positive signals, bad reviews can bring you right back down. Luckily, negative reviews play an important role and can actually be a good thing—as long as you handle them properly. Here are five ways you can use bad reviews to your advantage and improve your business in the long run. 1. ## Take them as an opportunity to interact with your customers Consumers don’t want to feel like they’re yelling into a void if they leave a review, so responding to reviews—both good and bad—is an essential part of reputation management for any brand. If a customer is upset enough to leave a negative review, it’s your job to find a way to make it up to them. Empathetic, sincere responses can go a long way, both for the customer that left the original review and as an example to future customers as to what they can expect from you if they experience an issue. Responding to all reviews can also be a lucrative habit to get into. According to one study, consumers spend 49% more with companies that respond to their reviews than those that don’t. Just be careful with how you use templated responses. If customers notice that you respond the same way to every two-star review, they’re going to get the impression you aren’t being genuine. Personalized responses can go a long way to increasing a sense of belonging and loyalty. 2. ## Use them to gain insight into how you can improve Without critical feedback here and there, it can be harder to pinpoint where you need to focus your efforts to improve. Running a business involves keeping tabs on a lot of moving parts, so a bad review could be that squeaky wheel you need to focus your attention on and make much-needed changes. ![5 white stars on wooden platforms with a hand placing the fifth star](/wpe-content/uploads/2022/06/star-rating.jpg) For businesses with multiple locations, reviews can also be invaluable for understanding differences in the market. What works in one location might not be as effective somewhere else. You can also rely on reviews—good and bad—to get insight into how your staff is representing your brand and pinpoint any adjustments that need to be made. 3. ## Consider them a valuable source of information for your customers Consumers who read reviews are looking for more information about a product or service before they buy. While they aren’t expecting perfection, they do expect authenticity. For example, a restaurant review might call out something like a lack of vegetarian options as a negative feature. If that’s a deal-breaker for a potential customer, the review has let them know your restaurant isn’t the right place for them. For other people, that particular detail won’t be a concern and it won’t affect their opinion of your business. Simply put, a lower review accompanied with comments is much more valuable than a perfect 5-star review without any comments. Overall, a couple 2–4-star reviews can go a long way in building credibility for your business’s online presence. Less-than-perfect reviews tend to be more thoughtful and will often include specific pros and cons that may be helpful to other potential customers. A Trustpilot study found that [over half of consumers believe that a less-than-perfect review is more authentic](https://uk.business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews). Consumers appreciate hearing firsthand, unbiased experiences that can help them decide whether your business is right for them. 4. ## They give you a chance to get creative Building a recognizable brand identity is about more than your website, logo, and product or service offering. It’s also about how you interact with customers and develop a voice that connects on a human level. There will always be irrational reviews, but rather than opting for a copy-and-paste response, it could be an opportunity to show there is a person behind the screen and social media presence. The [Wendy’s Twitter account](https://twitter.com/wendys) has become famous for doing just that. But be careful—you want your response to an unfavourable review to go viral in a good way, not a bad way. Instead of simply apologizing, come up with a strategy for turning a disgruntled customer into a loyal brand advocate. A discount code or a complimentary product or service can go a long way. 5. ## Unfair reviews can increase empathy for your brand Not all bad reviews are reasonable. For example, if someone leaves a one-star review because your business didn’t deliver what they expected—even though your business was never intended to—that is considered an unfair review. They have judged you based on your ability to sell apples when you’ve only ever sold oranges. A 2019 study found that [consumers have an empathetic response](https://www.acrwebsite.org/volumes/2551932/volumes/v47/NA-47) to blatantly unfair reviews, which, in turn, may make them want to support your brand. Unfair reviews can also prompt the loyal customer base that you have built to leave a positive review to sing your praises and support you. There’s no need to stress over a few bad reviews—they just prove you and your business are human. And that’s exactly what consumers are looking for. ## Want to learn more about reputation management? Learn how you can implement your own digital reputation management program, including how to respond to reviews. Our findings from a recent global study of nearly 900 marketing executives around the world uncovered some fascinating results—and it’s all yours for free. ![](/wpe-content/uploads/2022/04/Reputation-management-report.jpg) [DOWNLOAD NOW](https://info.dacgroup.com/reputation-management-report) --- https://www.dacgroup.com/insights/blog/local-search/google-highlights-qa-content-on-maps-and-asks-local-guides-to-update-old-reviews.md --- title: "Google highlights Q&A content on Maps and asks Local Guides to update old reviews" date: 2024-12-30 published: 2022-05-31 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-US-2022-may.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "digital marketing" url: "/tag/digital-marketing.md" - name: "GBP" url: "/tag/gbp.md" - name: "Google Business Profile" url: "/tag/google-business-profile.md" - name: "local search" url: "/tag/local-search.md" - name: "Local SEO" url: "/tag/local-seo-4.md" - name: "marketing news" url: "/tag/marketing-news-6.md" - name: "Neighborhood Vibe" url: "/tag/neighborhood-vibe.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/google-highlights-qa-content-on-maps-and-asks-local-guides-to-update-old-reviews.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/google-met-en-avant-le-contenu-des-questions-reponses-sur-maps-et-demande-aux-guides-locaux-de-mettre-a-jour-les-anciens-avis.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/google-hebt-qa-content-auf-maps-hervor-und-bittet-local-guides-alte-bewertungen-zu-aktualisieren.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/google-highlights-qa-content-on-maps-and-asks-local-guides-to-update-old-reviews-2.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/google-destaca-el-contenido-de-p-r-en-mapas-y-pide-a-los-local-guide-que-actualicen-sus-resenas-antiguas.md" --- # Google highlights Q&A content on Maps and asks Local Guides to update old reviews May saw the arrival of many updates in local search. Some are major, others are minor, and at least one of them is set to demonstrate the extraordinary value of user reviews. Here’s all the news you need to know, including: - Google makes “virtual kitchens” eligible for Google Business Profiles - Google Maps prompts users to answer Q&A and asks Local Guides to update old reviews - New Google Travel search features are launched, like flight price tracking ## Google makes “virtual kitchens” eligible for Google Business Profiles The prominence of food delivery services has prompted a new type of business known as “virtual kitchens” or “ghost kitchens”, which offer food delivery but do not have a dine-in options or often even a visible storefront. Google was not clear on guidelines for these types of businesses in the past but, according to [new local business profile guidelines](https://support.google.com/business/answer/3038177#zippy=%2Celigible-businesses%2Cineligible-businesses%2Cadditional-guidelines-for-authorized-representatives%2Cdepartments-within-other-businesses-universities-or-institutions%2Cchains-brands), virtual kitchens now have clarity for their own [Google Business Profiles (GBPs)](/services/local-presence-management/google-business-profile-management/). Despite lacking signage and often sharing their cooking space with other businesses, virtual kitchens have the same listing needs as other service area businesses. With the exact address often unimportant unless pick-up is also offered, Google has provided unique guidelines for these businesses. ### Co-located food brands offering pick-up - - Food brands that are co-located must each have permanent separate signage. They should display their address only if they offer pick-up to all customers. - Delivery-only brands (no pick-up option) out of shared kitchens must hide their address and add service areas to that specific brand to avoid confusing their customers. ### Delivery-only food brands - - Delivery-only brands (i.e. those operating out of virtual kitchens) are permitted if they have distinct branded packaging and a distinct website. - Multiple virtual brands operating out of one location are permitted, but are subject to additional verification steps. - Delivery-only brands must add their service areas and [hide the address](https://support.google.com/business/answer/9157481?hl=en) on their business profile to avoid confusing their customers. - If there is a partnership where a food brand has authorized the virtual kitchen as a verified provider of the food, the virtual kitchen may manage each authorized brand’s business profile once the authorization is confirmed. - The facility that houses the delivery-only brands (e.g. DoorDash Kitchens) is permitted to have its own separate business profile. Only someone affiliated with the facility can claim and verify this profile. With virtual kitchens certainly not an online-only business and their physical proximity relevant to their client base, online listings are critical so that customers can find them on Google. Competing not only with other virtual kitchens but with traditional restaurants as well, every food delivery service should seek to establish and maintain a presence on [Google Maps](/blog/google-rolls-out-pirate-update-and-a-host-of-google-maps-upgrades/). ## Google Maps prompts users to answer Q&A and asks Local Guides to update old reviews Many businesses are realizing that Google reviews are invaluable to their local listings, but fewer have been proactive about managing their Q&A content. In short, GBP managers need to keep up because businesses that fail to respond to their Q&A or manage their reviews look less professional and may even see their rankings suffer. The best approach to Q&A is to not only answer real customer questions but populate your own FAQ by asking and answering your own questions. Even if you’ve already done the latter, be advised that “set and forget” is not enough: Spam is prevalent on Google Q&A, and bad actors can even upvote their spam to appear directly on a business’s knowledge panel. To stop the spread of Q&A misuse, Google is giving it a more prominent position on Maps. Now when a user looks through a business profile, there will be a designated “Others are asking” section prompting users to respond. With this new billboarding, business owners will not only have to take better care of their own Q&A but actively prevent bad actors from amplifying their spam among potential customers. [![Google Q&A content](/wpe-content/uploads/2022/05/q-and-a.jpg)](/wpe-content/uploads/2022/05/q-and-a.jpg) In addition to promoting Q&A, Google has also been asking Local Guides to update their older reviews. It is common knowledge that most customers do not consider reviews over three months old relevant. To this end, users who left a review in the past but have visited a business since then will be asked for an updated review. This presents an opportunity: If you responded positively to these older reviews (especially negative ones), you may well see Local Guides amend their older reviews to be more favorable. Businesses need to manage every aspect of their Google listings. Even if a particular feature seems unimportant, Google’s continued use of it is reason enough to utilize it. After all, reviews on Google meant little a decade ago but are now critically important. Likewise, Google seems likely to continue pushing Q&A content. That alone should be motivation enough to get serious about yours. ## Google Maps’ business redressal form adds “This business doesn’t exist” option Spam is an ever-prevalent threat to the health of online listings and for businesses such as locksmiths and insurance agents, the threat can be far greater than within other industries. Google has added yet another tool that these businesses can use to help alleviate the constant flood of spam that keeps pushing their legitimate listings lower within Google’s rankings. Google now offers a new “this business does not exist” option when reporting businesses for violating Google’s terms of service. Most spam listings certainly do not exist and are there either to steal customer information or to steal leads and then sell it back to the legitimate business. In this sense, a Google user stating that a business does not exist as advertised is easier to flag to Google than a legitimate business owner trying to claim and then prove that an online listing is violating any specific Google policy. This update to simply claim a listing non-existent will hopefully allow greater amounts of listing spam to be removed faster, letting genuine businesses compete for the top rankings on Google instead. ## New Google Travel search features During the travel industry’s downturn in 2020, Google prepared its own host of travel search features. Google Travel offers search features across flights, hotels, destination of interest, and more. New features launched this past month will help Google further optimize in this space against competitors such as Trip Advisor. Per Google: “These new features aim at helping users get inspired and research their options so they can book with ease when the time is right.” New features include: - [Track flight prices for any dates](https://s3.amazonaws.com/images.seroundtable.com/google-travel-flight-tracker-price-1651529608.gif) - [Google Maps interest layers (dining, shopping, sightseeing, etc.)](https://s3.amazonaws.com/images.seroundtable.com/google-maps-interest-layers-1651529791.gif) - [Explore nearby](https://s3.amazonaws.com/images.seroundtable.com/google-maps-explore-nearby-1651530079.gif) - [New hotel/rental button in hotel search](https://s3.amazonaws.com/images.seroundtable.com/google-hotel-hotel-rental-toggle-1651529920.gif) In addition, Google is now using hotel reviews to show quick summaries and generate lists of things to do. Google Hotel results are showing a section named “Top things to know”, curated via reviews left in the hotel listings. These aggregated reviews tell searchers what they can do in the area or at the hotel. [![New UI for Google Hotel listings](/wpe-content/uploads/2022/05/google-hotels-1.jpg)](/wpe-content/uploads/2022/05/google-hotels-1.jpg) With the data used for these features pulled from [GBP](/services/local-presence-management/google-business-profile-management/) (as well as other sources), hotels and tourist attractions should ensure they have all features of their Google listings fully optimized. When travelers are looking for local dessert venues, for example, any business that offers desserts but does not list the secondary category of “dessert restaurant” could miss out on new leads generated by Google Travel’s new features. Whether your business is heavily invested in the travel industry or sees it as just one customer touch point of many, your listings should nevertheless take advantage of all updates Google Travel rolls out. ## GBP updated via phone calls from Google Duplex Google’s AI, Duplex, has been calling business locations to confirm hours of operation. When hours are updated in this manner, the listings are appended with a note stating “Confirmed by phone call X weeks ago”: [![Business hours on a Google listing](/wpe-content/uploads/2022/05/business-hours.jpg)](/wpe-content/uploads/2022/05/business-hours.jpg) Every business with GBP listings should be aware of these calls. If for any reason inaccurate hours are confirmed, bad data will go live immediately. Reverting that data requires manual intervention. Automated calls from Duplex can be toggled off for each listing, but enterprise-level businesses may find it easier to ensure those answering the calls have accurate information to hand. It’s not always easy to keep up with every last update, feature, and best practice in local search. Shall we take care of it all for you—and drive transformational growth in the process? Let’s talk! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/4-recent-serp-changes-impacting-organic-ecommerce-performance.md --- title: "4 recent SERP changes impacting organic ecommerce performance" date: 2024-12-30 published: 2022-05-26 author: "Alex Hernandez" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/SERP-changes-impacting-ecommerce.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/4-recent-serp-changes-impacting-organic-ecommerce-performance.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/4-modifications-recentes-des-pages-de-resultats-des-moteurs-de-recherche-serp-ayant-un-impact-sur-les-performances-du-commerce-electronique-organique.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/4-aktuelle-serp-anderungen-die-sich-auf-die-performance-des-organischen-ecommerce-auswirken.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/4-recent-serp-changes-impacting-organic-ecommerce-performance-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/4-changements-recents-des-serp-pages-de-resultats-des-moteurs-de-recherche-ayant-un-impact-sur-les-performances-du-e-commerce-organique.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/los-4-nuevos-cambios-en-el-serp-que-estan-impactando-al-posicionamiento-organico-del-ecommerce.md" --- # 4 recent SERP changes impacting organic ecommerce performance In my short, eight-year career in SEO, I have seen many algorithm and search changes that have had an impact on overall rankings and experience within Google. Within the past year or so, Google has made several changes to its search engine results pages (SERPs), but none more interesting or impactful than the introduction of their Search On initiative. At its core, it is meant to help users by [creating richer search experiences with the help of AI](https://blog.google/products/search/how-ai-making-information-more-useful/), but at times it feels like nothing more than a way for Google to reposition itself once again in the ever-expanding search space. (It is worth noting this is only happening within US mobile experiences and we have yet to see these features in other major markets like Canada and the UK.) There are many parts to the Search On initiative, but for this article I really want to focus on the [Search On shopping](https://blog.google/products/shopping/search-on-2021-shopping/) initiative. Google refers to the shopping experience change as a way to help connect shoppers with the right products for them, while helping millions of merchants and brands get discovered on Google. Although there does seem to be a level of upgraded UX considerations, we feel like this is more so Google’s answer in the ecommerce space to offset the likes of Amazon and other large e-retailers eating away at their search market share. We also see it as a way for them to continue to innovate and drive revenue from advertising. From my view, this change has had a bigger impact on my ecommerce clients than any other traditional algorithm or SERP feature change in recent years. Obviously there have been bigger updates and algorithm shakeups, but in terms of what to expect from changes and the actual impact it will have or is having on [SEO](/services/search-engine-optimization/), there has been little information on the Search On shopping update to date. Add in current economical context and the fact that this initiative rolled out at the tail end of COVID-19, there is a lot we need to unpack when it comes to the changing landscape of ecommerce SEO within Google. ## First thing’s first: What’s changed? Google touts the Search On shopping experience as a way to “window shop right from search”. When you look at the new functionality, it does look and feel like a better way to navigate SERPs for ecommerce purposes. ![Screenshot of search on shopping experience on a smartphone](/wpe-content/uploads/2022/05/Search-on-shopping-experience.png) On closer inspection, however, you really get a better understanding of what Google is trying to accomplish, which feels more like an expansion of its owned real estate within SERPs⁠—all while increasing businesses’ dependence on Google products. There are four new features that are having an overall impact on how ecommerce sites are positioned organically within the updated SERPs, all of which are having a larger-than-usual impact on traffic for some of our ecommerce clients compared to other recent updates. 1. ## Filtered carousel By far one of the most overlooked features of Google’s new shopping design is the filtered carousel. This is something that I believe is better overall for the search experience but will also have the largest impact on traditional SEO methodologies. ![google product carousel](/wpe-content/uploads/2022/05/google-product-carousel-1.png) From the example above, we can see how a primary term like “shoes”, which has around 1.2M searches a month, can be changed to a sub-themed search, with far less search volume, instantly with the use of a filter. With the new SERP you now have X number of new results and a SERP format more specific to the new query. While helpful, this feature also creates additional ad space where it might not have been from holistic top-level SERPs. This allows Google to more easily “help millions of merchants and brands get discovered on Google”, organically or otherwise. If you were to do a competitive analysis within your specific vertical, you would find that larger e-retailers like Amazon, Etsy, and Nordstrom are benefiting the most from this change organically. My hypothesis is that those retailers have more experience in the ecommerce space and have had systems in place for a while now to handle dynamic feature pages that are SEO-friendly, more so than newer ecommerce brands. ### Why it matters From our initial analysis of the faceting feature within shopping experiences, main or top-level pages that previously ranked for long-tail terms have seen significant decrease in traffic YoY. Meanwhile, pages where our clients have expanded categories and features have seen traffic shift towards those pages from terms more aligned to the specific feature. There is a direct correlation to performance and sub-category coverage that show both positive and negative impacts of this change. We don’t want to get too far into the weeds from a tactical standpoint, but something else e-retailers need to consider is how to scale this feature/sub-category content. This is typically a harder task to solve for smaller e-retailers as it not only involves understanding content opportunities for highly searched sub-categories, but it is also dependent on technology. Optimizing this type of content is largely dependent on CMS, PIM systems (Product Inventory Management), and other apps or plugins that most teams outside of development have little knowledge of. Additionally, most ecommerce sites already have well-established tech stacks. If optimizing for this is not feasible, it may require reconsideration of technology or a more manual solution, both of which require major bandwidth. Lastly, with the new facet carousel, the overall impact from more granular facets and different SERP types has a direct impact on expected traffic and dilutes volume for keywords to top-level pages. You should start to see those shifts soon if you haven’t already. 2. ## Free product listings With the rise of the facet functionality and new SERP types, there has been a significant increase in [free product listings results](/blog/google-shoppings-free-expansion-what-it-means-for-advertisers/). It’s hard to ignore just how prominent free product listings are today in the organic search experience. ![Screenshot on smartphone with green box outlining what product listings look like on a SERP](/wpe-content/uploads/2022/05/product-listings.png) Below you can find archived SERPs from STAT Search Analytics for the same keyword one year apart, from May of last year to now: ![Chart comparing keyword rankings from May 2021 to May 2022](/wpe-content/uploads/2022/05/keyword-ranking-YoY.png) We can see that Google’s organic presence in ownership of those positions has significantly increased YoY, leaving limited real estate for other retailers and brands. We have compared this to Google Search Console (GSC) and have seen significant click decreases while average positions have barely moved. Additionally, it is important to note these listings are largely dependent on feeds which are managed within Google Merchant Center. To get [“free listings”](https://support.google.com/merchants/answer/9199328?hl=en) , you must opt in within the merchant center. This results in retailers and brands becoming more dependent on Google for ecommerce success. ### Why it matters First, free listings make retailers and brands more dependent on Google for ecommerce success as they need to have GMC setup. The new organic product experience for brands is robust and in-depth. This will require brands to put more effort and resources into ensuring their feeds are accurate as well as paying closer attention to seasonal promotions to account for increased competition from pricing and shipping cost. Secondly, the fact that users are now more likely to start coming in through Product Description Pages (PDPs) makes it more important than ever to understand the overall impact those organic experiences have on conversion rate. These landing page types and how users get to those pages becomes extremely important as SEO conversion becomes more dependent on what the experience is after the initial landing page. Experience and expectation can differ significantly for someone coming in on a PDP vs. a Product Listings Page (PLP) and a non-brand vs. branded term. This requires a better understanding of UX and IA across the entire ecommerce site experience for multiple different page types. Early indicators have shown us that some PDP experiences are not UX-optimized for users navigating sites after the initial PDP entry. This has resulted in conversion rate decline for the PDP page type and additional revenue loss from the traffic shifts. ![Screenshot of product description page for Marc Jacob purses on a smartphone](/wpe-content/uploads/2022/05/product-description-page.png) Brands that sell on large retailers must reconsider how they position themselves against those same retailers in the digital space. This impacts SEO and Paid search with organic cannibalization from branded traffic by larger retailers as well as the increase of branded CPCs due to added competition for branded terms. Quick note: The product comparison features in free listings has greatly increased for non-brand terms as well. 3. ## Local inventory Another major update from the Search On initiative has been [the importance of inventory at the local level](/blog/the-local-product-feed-is-now-a-major-ranking-factor-on-google/). The Search On shopping announcement spoke to the push to allow users to shop in-store inventory within the local pack. That feature is also specifically tied to Google Merchant Center, which expands brands dependence on Google as it again makes retailers rely on them more for local organic presence. ### Why it matters Google officially updated language within their Business Profile Help Center that states adding [in-store products](https://support.google.com/business/answer/7091#zippy=%2Cadd-in-store-products) can help with local visibility. We are also starting to see less traditional SERP features roll out/being tested that show locations related to specific inventory for category listings or PLP pages. During the past Q4 holiday season, we also saw significant increases in non-brand visits without local qualifiers to local landing pages across a host of clients. ![screenshot of SERP for handbags and wallet search on smartphone](/wpe-content/uploads/2022/05/non-brand-searches.png) With local presence becoming much more dependent on inventory and GMC feeds, it’s important we allocate the appropriate resources to help manage those feeds. Additionally, like the free listings example, with more users coming in through the local pages from non-branded and non-local terms, it’s important that SEOs assess what the local landing page experience looks and feels like to better optimize the user experience. 4. ## Continuous scrolling on mobile Around the same time Google announced Search on 21′, it also announced the update for continuous scrolling within mobile experiences. Google states that users want to view more content within a SERP, and it was not uncommon for users looking for more information to browse up to four pages of search results. This is a straightforward approach for Google to help create better UX while also increasing visibility of brands not able to get that first page visibility. The experience does feel more seamless, and we do like it better. ### Why it matters All praise aside, this feature paired with the other callouts in the previous section is slowly causing reporting difficulties for our brands concerned about CTR, impressions, and positioning. The ease of browsing deeper pages aligned with richer ecommerce SERP experiences means that top position does not always translate to %X of expected clicks. This is something we have always been privy to, but it is worth noting that this could have additional impact on reporting and forecasting moving forward. ## How to evolve with the search space Anyone reading this in the ecommerce space will likely feel the impact from the updates listed above. Although I have called out these changes as being self-serving for Google at times, by no means do I think this is bad for Google or its users. In my professional opinion, some of these changes are great, like infinite scroll for example. But I’m not so keen on other changes, like sending users to free listing PDP pages for top-of-funnel search queries. At the end of the day though, that is not really for me to argue. Chances are I will not fare well against AI and machine learning. As Google continues to innovate within the search space, we as marketers and SEOs must continue to grow and adapt with it. However big or small these innovations are, we need to approach every change⁠—whether it’s directly tied to SEO or not⁠—with a level of critical thinking to ask ourselves three questions: 1. Who/what does it serve? 2. How does it impact me and my clients? 3. What are we doing to get ahead of it? By answering these questions, we can continue to tackle each new challenge and make the right decisions for our clients. --- https://www.dacgroup.com/insights/blog/local-search/revealed-industry-benchmarks-for-customer-reviews-in-2022.md --- title: "Revealed: Industry benchmarks for customer reviews in 2022" date: 2024-12-30 published: 2022-05-10 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/benchmarks.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "customer reviews" url: "/tag/customer-reviews.md" - name: "GBP" url: "/tag/gbp.md" - name: "Google Business Profile" url: "/tag/google-business-profile.md" - name: "local listings" url: "/tag/local-listings-2.md" - name: "online reputation management" url: "/tag/online-reputation-management.md" - name: "reputation management" url: "/tag/reputation-management.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/revealed-industry-benchmarks-for-customer-reviews-in-2022.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/decouverte-analyses-comparatives-de-lindustrie-pour-les-avis-des-clients-en-2022.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/enthullt-branchen-benchmarks-fur-kundenbewertungen-in-2022.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/revealed-industry-benchmarks-for-customer-reviews-in-2022-2.md" --- # Revealed: Industry benchmarks for customer reviews in 2022 It has been especially difficult for businesses to evaluate if they meet benchmarks for [online reputation management](/blog/what-is-reputation-management/) over the past two years. Year-over-year analyses have relied on frustratingly imperfect information as industries dealt with not only the changing business landscape but the all-encompassing impact of COVID-19. As a result, it has been almost impossible to tell if negative reviews are due to strategic mistakes, pandemic-related fluctuations, or a combination of both. Without review benchmarks to compare against, all businesses have been able to do is guess—and too many business owners have used the pandemic as an all-purpose excuse for downward-trending sentiment. Few possess the knowledge to set benchmarks outside of their own business, and fewer still can confidently set such benchmarks across entire industries. But we’ve stepped up. Utilizing our data set of hundreds of clients across dozens of industries, we can reveal the review benchmarks businesses need in order to determine if they’re weathering the storm as effectively as their rivals or if there may be something other than the pandemic holding a business back. ## How we sliced and diced our data To begin, it is important to note that our data sets are looking at year-over-year comparisons of **April 1 2020 to March 31 2021** versus **April 1 2021 to March 31 2022**. This timeline allows a complete view of how businesses handled initial lockdowns and how they adapted when pandemic procedures became commonplace. It also includes the holiday season because although the past two years have felt like one endless season, the golden quarter still exists as the most important time of the year for many an industry. It is also to be noted that we are looking primarily at businesses within the US, Canada, and Europe. We have data sets available in other geographies, but benchmarks for industries vary wildly across continents even in the most standard of scenarios. Certain industries, such as health insurance and real estate, have obvious and drastic differences depending on the region—and without a sample size carrying into the thousands, we cannot provide viable data for other regions. [![](/wpe-content/uploads/2019/04/img-product-RepMan.png)](/wpe-content/uploads/2019/04/img-product-RepMan.png) Data sets are therefore also limited by the number of clients we have within those industries. Our large client base does provide a rough approximation of how businesses are distributed within industries in the US, Canada, and Europe, but this also means that prominent business types in these countries—such as retail—will see greater representation than more niche industries such as PO box providers. Nevertheless, DAC’s client base still acts as a microcosm of businesses within those regions. ## High-level considerations With that, let us first see what review benchmarks we can set for general business performance before diving into each industry in detail. **Average star rating:** 4.0 **Average # of reviews per location:** 215 **YoY star rating change:** -0.01 **YoY % review count change:** +32.38% The average star rating and number of reviews per location is not surprising given how hard Google has pushed for reviews in the past few years. Every business should strive for the coveted 4.0+ star rating or miss out on Google searches that include the terms “best”, “top”, and similar superlatives. The average review count surpassing 200 and YoY review counts increasing by more than 32% can be attributed to two factors: 1. Google forced a temporary review pause in Q2 of 2020 after customers left reviews regarding COVID-19 issues that were beyond individual business’s control. 2. Google stepped up its efforts to turn its local listings into a major review platform. If your business hasn’t already encouraged greater numbers of fresh reviews, you’re falling behind your competitors. Google wants text-heavy reviews because keywords within those reviews matter almost as much as raw star ratings. Bold review snippets appear in the map pack and local finder when a query matches up with the content of a user’s [Google Business Profile (GBP)](/services/local-presence-management/google-business-profile-management/) review. Google also encourages business owners to respond to reviews (both good and bad), which is proven to increase the frequency of text-based reviews. A large volume of written reviews matters more to Google than star ratings alone, and bold keyword snippets extracted from reviews are known to have a significant impact on click-through rates. ## The tale of the tape The average numbers above cover every industry, but we know that customer experiences and perceptions vary drastically from industry to industry. In the table below (which shows some but not all of the industries we analyzed), the three industries with the lowest average review scores are highlighted in red while the three industries with the highest average review scores are in green. **Industry****Avg. Star Rating****Avg. # of Reviews per Location****YoY Star Rating Change****YoY % Review Count Change****Alcohol**4.3174-0.05-8.95%**Auto Repair**4.22830.0516.33%**Auto Sales**4.11370.3651.89%**Energy**3.626-0.0171.51%**Financial Services**3.39-0.180.91%**Fitness**3.82300.0381.79%**Gas Stations**3.862-0.1358.77%**Grocery Stores**4.2421-0.010.79%**Healthcare**4.386-0.0576.06%**Home Services**4.22231-0.18-17.39%**Insurance**3.9860.2636.46%**Pharmacy**4.025-0.0473.50%**Real Estate**4.249-0.085.91%**Restaurants**3.9410-0.0849.60%**Retail**4.31650.0122.83%**Waste Management**3.9268-0.1837.31%**TOTAL** **4.0** **291** **-0.02** **35%** Those with their work cut out are the usual suspects. Rarely do customers have anything positive to say about financial institutions or a local gas station, but recessions and rising gas prices are beyond their control and lower average scores do not necessarily mean these businesses delivered subpar service. Every business should strive to surpass that 4.0-star threshold, even if it’s a loftier goal in some industries than others. Certain industries also see very low average review counts. Financial service providers, for example, commonly see review counts in the single digits, which means a single positive or negative review can impact their search visibility. If you’re in such an industry, it’s critical to encourage customer feedback. You need more than 10 reviews for Google to give you credence and, beyond that 10-review threshold, you need a steady supply of reviews less than three months old. Even if you can’t realistically sustain a high volume of reviews, you should at least aim for Google’s minimum threshold of 10 reviews per quarter. This is the only way to make sure reviews contribute to your pursuit of the top search positions. Finally, the significant growth in overall review volume suggests that users are influencing how prospective customers consider their options. [Every business should respond to reviews](/blog/take-control-of-your-online-reputation-with-review-response-assistant/) to manage their reputations in positive ways. Doing so is proven to influence star ratings as much as half a star in the positive direction. ## So… what does this mean for your business? Although the specifics will inevitably vary across industries, one thing is universal: Engaging with reviewers to amplify positive sentiment will not only boost your reputation but drive business growth. After all, [a significant percentage of all online leads come from GBP via either Google Search or Maps](/services/local-presence-management/), and Google is using review content to determine rankings in more scenarios than the aforementioned “best” or “top” queries. In other words, the search giant *really cares* about reviews—and you should too. Regardless of how much Google tinkers with its algorithms, your destiny will remain in your own hands with a comprehensive reputation management strategy in place (and our experts in your corner). Simply ask us how you measure up against your competition and we’ll go from there. In the meantime, don’t miss our exclusive reputation management survey of nearly 900 marketing executives from around the world. Some of our findings have to be seen to be believed… [![](/wpe-content/uploads/2022/04/Reputation-management-report.jpg)](/wpe-content/uploads/2022/04/Reputation-management-report.jpg) [DOWNLOAD NOW](https://info.dacgroup.com/reputation-management-report) --- https://www.dacgroup.com/insights/blog/local-search/10-things-threatening-your-brands-reputation.md --- title: "10 things threatening your brand’s reputation" date: 2024-12-30 published: 2022-05-04 author: "Nasser Sahlool" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/reputation-management.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "Google" url: "/tag/google.md" - name: "local presence management" url: "/tag/local-presence-management.md" - name: "local search" url: "/tag/local-search.md" - name: "reputation management" url: "/tag/reputation-management.md" - name: "retail" url: "/tag/retail.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/10-things-threatening-your-brands-reputation.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/10-elements-qui-menacent-la-reputation-de-votre-marque.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/10-dinge-die-der-reputation-ihrer-marke-schaden.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/10-choses-a-faire-pour-ameliorer-la-reputation-de-votre-marque.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/10-cosas-que-amenazan-la-reputacion-de-su-marca.md" --- # 10 things threatening your brand’s reputation When it comes to running a successful business, reputation is everything. But a good reputation doesn’t build itself. Every customer interaction, positive or negative, in person or online, can shift the needle, so it’s important to keep some best practices in mind for cultivating a reputation you can be proud of. Here are 10 things that can undermine your brand’s reputation—and how to fix them. 1. ## Negative customer reviews Reading reviews is an essential part of the research stage of the purchase journey for many consumers. If they come across your brand only to read about all the things you’re doing wrong, they may move on to your competitor without a second thought. Negative reviews on Google, Yelp and other aggregator sites can also bring your average star rating down and turn potential customers off from giving your brand a chance. *The fix:* A negative review can tell consumers a lot about a company—in fact, [96% of consumers seek out negative reviews](https://www.powerreviews.com/insights/power-of-reviews-survey-2021/) to ensure they are making an informed decision. A few negative reviews here and there are inevitable, what matters is how you deal with them. The key is to make them work for you, not against you. One way to do that is to respond to negative reviews with a promise to make it right. 2. ## Not responding to reviews Whether a review is good, bad or neutral, a customer took time out of their busy life to provide feedback—and you should take that seriously. If you never respond to reviews, not only will people who are more inclined to leave them stop bothering, but new potential customers will notice too. You’ll come across like you don’t care what your customers have to say, and that’s never a good look. *The fix:* Take each review as an opportunity to start a conversation with your customers and develop a strategy for [how to respond to online reviews](/blog/change-your-stars-how-to-respond-to-online-reviews/). It will pay off in the long run. ![Bird's eye view of two people shaking hands.](/wpe-content/uploads/2022/05/handshake-1.jpg) 3. ## You’re not using it as a driver for business outcomes or revenue Reputation has a direct impact on the profitability of your business. That means, a strategy for managing it can help drive sales and change the trajectory of your brand. Taking your reputation for granted could mean you’re missing out on potential growth, and you won’t have a plan in place if anything goes awry. *The fix:* Invest in the future of your business by making reputation management a priority. That could mean building a bank of positive reviews and user generated content that you can utilize for website, social media, and email marketing purposes. Don’t forget to track your efforts to understand what works and what doesn’t. 4. ## Your product page doesn’t have reviews You know potential customers value reviews, so why force them to search the internet to find them? If they are on your product page, they are already interested in what you have to offer, so provide them with the little extra push they need to add to cart and hit purchase. *The fix:* Add an average star rating and the option to leave reviews on each product page. Potential customers will appreciate being able to learn from someone else’s first-hand experience. You’ll also be able to get more specific feedback on your products and learn where and how you can improve. 5. ## You’re not turning your customers into brand advocates From leaving positive reviews to posting on social media about your brand to recommending you to their friends, it’s not hard to see why loyal customers, AKA brand advocates, are so valuable. It starts with providing the best product or service you can, but if you aren’t actively encouraging your customers to talk about your brand, you may be missing out on even more revenue. *The fix:* It’s simple—happy customers will tell their friends about you. Try providing a shareable discount code to promote word-of-mouth marketing and give potential customers an incentive to give your brand a shot. ![Close up of hands using a smartphone with conversation box popup containing five yellow stars.](/wpe-content/uploads/2022/05/star-rating.jpg) 6. ## Lack of review content is diminishing search engine visibility Review content can be a major driver for organic click-through-rates, which in turn will improve your organic search visibility. Without reviews, or more specifically, positive reviews, you’re missing a key component of good SEO. *The fix:* Don’t just ask customers to leave a review—make it easy for them to do so. Include the option to leave a review on product pages and send follow up emails thanking customers for their recent purchase along with that a direct link to leave a review. 7. ## You’re not curating user-generated content to move consumers through sales funnel User-generated content, especially unsponsored and organic, comes from real people who have experience with your brand. Consumers see this kind of content as unfiltered and unbiased which is good for your company’s credibility. If you aren’t using this kind of free content to your advantage, you could be missing out on potential sales. *The fix:* Did someone tag your brand in their Instagram story? Re-share it on the business account. You could also feature positive reviews on your various social media accounts and use snippets of reviews throughout your website to reinforce the positive sentiment surrounding your brand. 8. ## You’re not getting enough reviews While it’s always true that quality wins over quantity, a few good reviews aren’t going to cut it, especially if you’ve been around for a while. Not to mention, if you aren’t getting any reviews, how do you know what you’re doing well and what you need to improve on? *The fix:* When requesting reviews, think gentle and not pushy. Build a step into your email marketing strategy to ask customers to review a recent purchase and try including an incentive like a discount code for their next purchase. 9. ## You don’t have someone responsible for reputation management at your organization From monitoring a slew of different review sites from Yelp, Google, Facebook and more, to providing thoughtful responses and performing sentiment analysis, reputation management is a full-time job. If it’s one of the many tasks on someone’s to-do list, it follows that they won’t be able to give it the time and thought it deserves. *The fix:* Do your brand—and your employees—a favour and make reputation management a priority within your organization. That means hiring a dedicated employee or team to focus on creating and executing a strategy that builds on your reputation. You could also consider investing in a tool to help you keep track of your progress like [DAC’s Reputation Management platform](/local-marketing-platforms/reputation-management/). 10. ## Those responsible are too siloed Even if you do have dedicated reputation managers, it’s common for them to become isolated from the big picture and what you’re trying to achieve. While they can do their best to manage and respond to reviews, it’s possible to have a disconnect between the brand intentions and how you’re coming across. *The fix:* Reputation management is a truly multi-disciplinary function, and for it to work well, it requires not only strategy and technology, but also collaboration across the entire organization. From our global survey, we found that reputation management is covered by IT departments, marketing, customer support, and more. Whoever is working on your reputation management will have plenty of insight into what your customers need and want—so don’t leave them out of important decisions. Make your reputation a team effort. ## Explore our Reputation Management report Want to learn how to jump-start your organization’s reputation management program? Our recent report explains how, plus features results from a study of nearly 900 marketing executives around the world. We uncovered some fascinating results—check it out for free. ![](/wpe-content/uploads/2022/04/Reputation-management-report-300x188.jpg) [DOWNLOAD NOW](https://info.dacgroup.com/reputation-management-report) --- https://www.dacgroup.com/insights/blog/local-search/open-now-near-me-searches-grow-400-in-one-year.md --- title: "“Open now near me” searches grow 400% in one year" date: 2024-12-30 published: 2022-04-29 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-US-2022-apr.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/open-now-near-me-searches-grow-400-in-one-year.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/les-recherches-ouvert-maintenant-pres-de-chez-moi-ont-augmente-de-400-en-un-an.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/jetzt-geoffnet-in-meiner-nahe-suchanfragen-sind-um-mehr-als-400-gestiegen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/open-now-near-me-searches-grow-400-in-one-year-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/les-recherches-locales-incluant-les-termes-ouverts-maintenant-pres-de-chez-moi-voient-leur-popularite-exploser.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/las-busquedas-de-abierto-cerca-de-mi-han-crecido-un-400-en-un-ano.md" --- # “Open now near me” searches grow 400% in one year As always, change is afoot in local search. Join us for a whistle-stop tour through all the updates you need to know, from a significant new search trend to a big shake-up in local ranking factors. ## “Open now near me” searches explode in popularity Google recently released its [Consumer Insights 2022 Retail Marketing Guide](https://www.thinkwithgoogle.com/consumer-insights/consumer-journey/increase-foot-traffic-and-in-store-sales/) and one of the most striking findings is that searches including “open now near me” have grown globally by over 400% year over year. Unsurprisingly, results for searches that include the “open now near me” qualifier are largely determined by hours of operation. For instance, a search for “oil change open now near me” will primarily return business listings for nearby locations that are open at the time of the search. With [Google Business Profile (GBP)](/services/local-presence-management/google-business-profile-management/) allowing owners to specify secondary hours, holiday hours, and more, all businesses should take advantage of such features. If your business can open for longer than your competitors—especially locally—Google may well reward you with additional visibility and traffic. ## The Local Product Feed is now a major ranking factor Google’s latest algorithm update has made the Product Feed not just an auxiliary feature of retailers’ local marketing strategies but a mandatory one. For your business to rank well on Google search and on Maps, every business with inventory must include some form of Product Feed within their GBP listing. A simple Google search now shows that the three-pack, which did not display inventory only a month prior, now regularly populates with only business listings that have stock related to the user’s query. [![Online shop](/wpe-content/uploads/2022/04/retail.jpg)](/wpe-content/uploads/2022/04/retail.jpg) There’s plenty of debate as to how much this change will impacts ranking and how best to keep from falling behind the competition. If you run a retail business and want to stay one step ahead, check out our [full analysis of the Local Product Feed](/blog/the-local-product-feed-is-now-a-major-ranking-factor-on-google/) and its newfound importance. ## Google expands its “Trusted Store” badge to free shopping listings To further push its platform as a shopping medium, Google is providing perks to [free shopping listings](/blog/google-shoppings-free-expansion-what-it-means-for-advertisers/) it formerly offered only to paid advertisers. One of these methods is the “Trusted Store” badge, a signal by which Google hopes to increase consumer trust (and thereby traffic) towards Google retailers. Google stated that it will offer this clear blue check mark to any merchants that have provided an “excellent customer experience”, with factors including shipping speeds, shipping availability, return costs, and return windows. Beyond the badge acting as a visual upgrade, trusted stores will also receive a direct boost in rankings, allowing free listings to compete with their paid counterparts. [![Google's "Trusted Store" badge](/wpe-content/uploads/2022/04/ExperienceScorecard_1.gif)](/wpe-content/uploads/2022/04/ExperienceScorecard_1.gif) GIF: [Google](https://blog.google/products/shopping/shoptalk-2022/) Google is further encouraging free listings in the Google shopping tab by providing improved performance reports: “This new tool shows merchants the total traffic, impressions and conversion rate of their free listings, helping them make decisions about future ones.” Google will add a benefit to any retailer looking to utilize the Google Merchant Center (GMC) by allowing retailers to analyze their total traffic, impressions, and conversion rates as well as grant a “pricing report” that reveals how pricing compares with others in the market. [![Google's Price Insights tool](/wpe-content/uploads/2022/04/PriceInsightsTool_1.max-1000x1000-1.jpg)](/wpe-content/uploads/2022/04/PriceInsightsTool_1.max-1000x1000-1.jpg) Image: Google The potential rank improvement should be incentive enough for most businesses to adopt a Google Product Feed, but for those that wish to go a step beyond, becoming a trusted store will turn Google leads into direct sales. ## Google adds booking and appointment availability for healthcare providers After significantly expanding its booking functionality over the past few years, Google’s latest update is now seeking to enhance healthcare listings. The search giant previously allowed healthcare providers to specify if they were available for either in-person or virtual appointments, but it is now offering additional features to facilitate direct bookings. The ability for healthcare providers to display their appointment availability and book directly through Google is currently only in the test phase, only works in the US, and is seemingly limited to one pilot: MinuteClinic at CVS. Google hopes to expand this to additional providers in the future. When that time comes, everyone who *can* use the feature *should* use the feature. Google’s rankings give heavy preference towards listings that utilize all available functionality in GBP. If you are a healthcare provider, you should accommodate every available customer touch point, especially when the simple presence of those touch points drives up the invaluable factor of search engine rankings. [![Booking a healthcare appointment via Google](/wpe-content/uploads/2022/04/Google-Search-Appointment-availability-337x600-1.gif)](/wpe-content/uploads/2022/04/Google-Search-Appointment-availability-337x600-1.gif) GIF: Search Engine Land ## GBP adds new recycling attributes In what now feels like a monthly tradition, Google has introduced yet more [business attributes](/blog/how-attributes-are-transforming-google-my-business/). Timed to coincide with Earth Day, Google now allows businesses to display their recycling services. Whether it is clothing, battery, or electronic recycling services, your business category should have all relevant attributes available to you. The feature is already live globally. Remember that any icon or label you can add to your Google listings will likely improve click-through rates and drive additional traffic. A Google listing that contains every feature available to it tends to look more trustworthy and professional than those that do not. Want more tips, tricks, tactics, and strategies to drive performance from the enterprise level down to hyperlocal moments? Let’s talk! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/the-local-product-feed-is-now-a-major-ranking-factor-on-google.md --- title: "The Local Product Feed is now a major ranking factor on Google" date: 2024-12-30 published: 2022-04-14 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/retail.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "business listings" url: "/tag/business-listings.md" - name: "GBP" url: "/tag/gbp.md" - name: "Google" url: "/tag/google.md" - name: "Google Business Profile" url: "/tag/google-business-profile.md" - name: "local listings" url: "/tag/local-listings-2.md" - name: "Local Product Feed" url: "/tag/local-product-feed.md" - name: "local search" url: "/tag/local-search.md" - name: "Local SEO" url: "/tag/local-seo-4.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/the-local-product-feed-is-now-a-major-ranking-factor-on-google.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/le-flux-de-produits-locaux-est-desormais-un-facteur-de-classement-important-sur-google.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/der-local-product-feed-ist-nun-ein-wichtiger-rankingfaktor-bei-google.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/the-local-product-feed-is-now-a-major-ranking-factor-on-google-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/flux-de-produits-locaux-est-desormais-un-facteur-de-classement-important-sur-google.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/el-feed-de-productos-local-nuevo-factor-clave-para-el-posicionamiento-en-google.md" --- # The Local Product Feed is now a major ranking factor on Google For the last 10 years and particularly since the onset of the pandemic, Google has tried to compete with Amazon by offering its own unique online shopping experience. Unlike Amazon, which mails you everything you buy, Google instead connects its users with local retailers that have the item being searched for. The search giant’s unique positioning is its ability to connect buyers with sellers who need things locally, immediately, without waiting for the mailman to arrive, and it’s accomplishing this feat using its pre-existing database of local businesses and local inventory feeds. [Google Business Profiles (GBP)](/services/local-presence-management/google-business-profile-management/), as a result, are now expanding for all retailers not just as a marketing channel but as a digital storefront. Online shopping through Google has been available for some time, but most businesses thought of product feeds as advertising rather than an element of their local strategy. But as local, shopping, and product feeds gradually merge, the game is changing. In short, Google has updated its algorithm, updated its help page on how to “[Improve your local ranking](https://support.google.com/business/answer/7091?hl=en#zippy=)“, and revealed that product listings—and especially in-store product availability—are now one of the most impactful ways a business can improve its position and visibility. ## What is this change so significant? Google is not kidding when it states that the Local Product Feed, a list of the products you sell in each store, is now a significant ranking factor. Just a casual Google search reveals the three-pack displaying product availability whenever it’s related to the user’s query. Last month, there was zero product inventory integration (as shown on the left side of the image below), but it is now ubiquitous on all high-ranked listings. [![Local Product Feeds on local search results in Google](/wpe-content/uploads/2022/04/local-product-feed.jpg)](/wpe-content/uploads/2022/04/local-product-feed.jpg) Image: Near Media This update shows Google’s clear and unambiguous intention to evolve local search from a basic business locator to a local product inventory locator for product-driven searches. [Local rankings on search and maps already drive an astounding amount of traffic](/blog/rethink-your-tactics-to-turn-virtual-traffic-into-physical-traffic/) , and now the stakes are even higher for local businesses to break into the coveted top three spots in the local pack. Seeing the three-pack dominated by retailers with integrated local inventories should be enough to convince anyone to update their own product feed, but that’s not the only way Google is pushing the feature. Along with the usual searches for links and images, Google has also added a new “Browse by product” carousel. While some may dismiss this feature as just another optional tab, like “Shopping”, in this instance the “Browse by product” carousel sits above the traditional list of business locations, occupying the most valuable real estate on the SERP. It is impossible for users to miss, guaranteeing it will generate customer interaction. ## How to drive performance via your Local Product Feed So, what should your business do about this major shift in Google’s approach to product-related queries? The short answer is that inventory integration into your GBP is unavoidable. If you are a retailer or simply any business that sells products along with services, you need to integrate your local inventory to remain competitive. If you do not integrate a Local Product Feed into your listings via Google’s Merchant Center (GMC), your competitors can and will outrank you. In that sense, GMC has become an essential local search tool almost overnight. When a business successfully submits a Local Product Feed via the GMC, it will then automatically attach itself to the business’s GBP listings—a simple enough concept, but a tricky task for newcomers. Google has issued its own [help documents](https://support.google.com/merchants/answer/7023001?hl=en), but it remains a hefty investment of time and resources to port over a business’s entire local inventory. For instances such as these and indeed everything else involved in [Local Presence Management](/services/local-presence-management/), we have the in-house expertise—and proprietary platforms—to build, maintain, and optimize Local Product Feeds. We have vast experience with the GMC, Google Shopping, product-based ads, and inventory integration with store pages and local listings. Whether you need to capitalize on this opportunity or simply don’t want your top rankings to disappear in this new landscape, you’re in safe hands with [DAC](/). Let’s talk. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/what-is-reputation-management.md --- title: "What is reputation management?" date: 2024-12-30 published: 2022-04-08 author: "Sara Kudlowsky" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/reputation-management.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "business listings" url: "/tag/business-listings.md" - name: "online reputation management" url: "/tag/online-reputation-management.md" - name: "online reviews" url: "/tag/online-reviews.md" - name: "reputation management" url: "/tag/reputation-management.md" - name: "review management" url: "/tag/review-management.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/what-is-reputation-management.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/qu-est-ce-que-la-gestion-de-la-reputation.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/was-ist-reputation-management.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/what-is-reputation-management-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/qu-est-ce-que-la-gestion-de-la-reputation-2.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/que-es-la-gestion-de-la-reputacion.md" --- # What is reputation management? Consumers have tipped the balance of power. They have instant access to almost everything there is to know about any business—and can make or break brands through the collective power of reviews, ratings, and user-generated content (UGC). In this new dynamic, it’s essential for businesses of all shapes and sizes to not only monitor but actively manage their online reputations. Reputation management is, very simply, [the practice of influencing stakeholder perceptions and public conversations about an organization and its brands](https://www.gartner.com/en/marketing/glossary/reputation-management). It includes monitoring conversations, responding to reputation threats, and proactively seizing opportunities to boost perception. In a practical sense, reputation management may involve entire teams spending countless hours on search and social media platforms such as Google, Facebook, Instagram, and YouTube—as well as marketplaces such as Amazon—to mitigate negative reviews and amplify positive ones. And due to the ever-increasing volume of reviews and variety of channels, online reputation management will only become more challenging as it emerges as one of digital’s most critical disciplines. ## Why is online reputation management so important? People pay attention to brands’ online reputations. In fact, [98% of consumers say reviews and ratings are the most influential factor in making a purchase](https://www.powerreviews.com/insights/power-of-reviews-survey-2021/), comfortably surpassing other fundamental factors like pricing and free shipping. In that sense, showcasing reviews and ratings not only drives brand perception but also serves as a significant driver of business revenue. Research shows that [products with at least five quality reviews are 270% more likely to be bought](https://www.forbes.com/sites/forbestechcouncil/2021/05/25/how-revenue-can-increase-through-reviews/)—and that consumers spend considerably more with companies that respond to their reviews compared to those that don’t. ![](/wpe-content/uploads/2019/04/img-product-RepMan.png) DAC’s proprietary review monitoring dashboard The [impact of ratings](/blog/reviews-and-reputation-management-keep-your-ear-to-the-street/) and reviews extends beyond products and into locations. For example, we know that [for every star increase on Yelp, businesses see a revenue increase of between 5-9%](https://hbr.org/2019/11/designing-better-online-review-systems) . That makes online reputation management a particularly important pursuit even for multilocation businesses that primarily transact offline. ## The many benefits of a reputation management strategy Reputation management is often thought of as a standalone effort, but the effects are amplified when it sits at the heart of a greater digital marketing strategy, with cohesive efforts connecting it to listings management, digital media, social, SEO, and more. While marketers instinctively understand the potential negative impacts of failing to actively manage online reputation or engage with reputation management companies, the considerable positive strategic implications of this work are frequently overlooked. Consider the following benefits you could realize by implementing an [all-encompassing online reputation management strategy](/services/local-presence-management/reputation-management/): - Positive reviews transform the voice of the consumer into a compelling sales tool - Richer review content drives improved search engine visibility - Timely responses to reviews elevate perceptions of the brand as authentic - Personalized responses create a sense of belonging and nurture brand loyalty - Advanced analysis of review data delivers priceless business insights that can be used to drive improvements in product, service, partnerships, and marketing ## Learn how to implement an effective brand reputation management strategy Realizing the true potential and impact of the voice of the consumer requires a holistic reputation management program. So, what steps can you take to implement a reputation management strategy? As a reputation management specialist, DAC’s subject matter experts have a few recommendations for marketers: - **Don’t try to do everything at once.** Implementing a reputation management strategy takes time and resources. Identify the most significant gaps and address those incrementally. - **Invest in reputation management services and technology.** There is an ever-increasing number of platforms relying on ratings and reviews, which adds challenges to implementing a reputation management strategy. Invest in technology to help you scale a reputation management program. - **Do more with your data.** You can only understand the impact of a reputation management program with data insights that reveal ROI and opportunities to optimize. Want to learn more about reputation management and how you can implement your own digital reputation management program? Our findings from a recent global study of nearly 900 marketing executives around the world uncovered some fascinating results—and it’s all yours for free. ![](/wpe-content/uploads/2022/04/Reputation-management-report-300x188.jpg) [DOWNLOAD NOW](https://info.dacgroup.com/reputation-management-report) --- https://www.dacgroup.com/insights/blog/local-search/what-does-the-rise-of-micro-influencers-tell-us-about-the-importance-of-local-marketing.md --- title: "What does the rise of micro influencers tell us about the importance of local marketing?" date: 2024-12-30 published: 2022-04-06 author: "cbarnes" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/influencers.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "brand partnerships" url: "/tag/brand-partnerships.md" - name: "content strategy" url: "/tag/content-strategy-6.md" - name: "digital marketing" url: "/tag/digital-marketing.md" - name: "influencer marketing" url: "/tag/influencer-marketing-2.md" - name: "influencers" url: "/tag/influencers.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/what-does-the-rise-of-micro-influencers-tell-us-about-the-importance-of-local-marketing.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/que-nous-apprend-la-popularite-des-micro-influenceurs-sur-l-importance-du-marketing-local.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/was-sagt-uns-der-aufstieg-der-mikro-influencer-uber-die-bedeutung-des-lokalen-marketings.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/what-does-the-rise-of-micro-influencers-tell-us-about-the-importance-of-local-marketing-2.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/el-auge-de-los-micro-influencers-y-el-marketing-local.md" --- # What does the rise of micro influencers tell us about the importance of local marketing? Influencers have impacted the way brands approach marketing in a huge way. According to Collabstr, the [influencer marketing industry was worth $13.8 billion USD in 2021](https://collabstr.com/2022-influencer-marketing-report#t1) and is only set to grow in 2022. The last few years have even seen the rise of agencies purely dedicated to connecting influencers with brands. Influencers can be split into categories: **mega influencers**, celebrities in their own right with upwards of 1 million followers; **micro influencers**, with 1,000 – 100,000 followers; and **macro influencers**, who fall in between. Micro influencers are likely to be more effective in reaching specific groups and having a higher impact, as opposed to mega influencers who have huge reaches across a massive cross section of society. The rise of micro influencers in marketing efforts is nothing new and has been well-documented over the past few years, but the decreasing trust and engagement we are starting to see with brand partnerships and mega influencers is a telling sign of the times. In short, advertisers that engage influencers are losing authenticity as they struggle to balance local and enterprise marketing. ## Combating distrust Consumer attitudes towards social media show rising levels of distrust, with Tik Tok seeing a low [54% favorability rating in The Verge’s 2021 Tech Trust survey](https://www.theverge.com/2021/10/6/22702798/verge-tech-survey-2021-trust-privacy-security-facebook-amazon-google-apple-pandemic) of Americans and 33% of respondents reporting less trust in Facebook since the start of the pandemic. Although data privacy was a big part of the reasoning, we can also see trust decreasing when it comes to general business practices; in the same survey, 43% of respondents who don’t use Facebook said it was because they don’t like the way it does business and 31% said Tik Tok has a negative impact on society. Because social media platforms are the primary vehicle for influencer activity, mistrust in the companies that own them may lead to knock-on effects on the influencers and the brands they partner with. ![Thumbs down key on a keyboard](/wpe-content/uploads/2022/04/dislike.jpg) It does very little to stem this trend when it has been well-publicized over the past few years that some mega influencers do not use, or even try, the products and services that they share. From the influencers who [agreed to promote a made-up weight loss drink containing cyanide](https://www.insider.com/influencers-agreed-promote-lethal-cyanide-weight-loss-drink-2019-12) to the promotion of get-rich-quick schemes and [cryptocurrency being banned on Tik Tok](https://www.ftadviser.com/your-industry/2021/07/08/tiktok-bans-investment-promotions/) due to concerns over misleading users, it’s understandable why there’s growing skepticism over the sincerity or motive of some influencers. This is why marketers need to go against the tide of this trend and portray genuine trustworthiness in their activity. ## Staying relatable A key part of portraying this trustworthiness is by forging relatable connections to audiences—and this is where micro influencers have an edge over mega influencers. A 2021 poll of users in Canada, the UK, US, Germany, France, and Australia found that [56% of them would rather follow “normal” people on social media than celebrities](https://www.prweek.com/article/1724983/celebrity-influencers-losing-touch) due to the authenticity of their content. There are a number of rising trends we can point to that also embody this; body positivity, realistic beauty standards, and the online movement against toxic positivity are just a few of them. Promoting a product or service to millions of people through one influencer certainly succeeds in reach, but it raises the question of the relevancy of your brand to this huge number. - Is your product or service available in all the areas represented by followers? - Your followers may be of different genders and age groups; is your product or service targeted towards them? - They will likely have vastly different interests, values and priorities; are they aligned to your product or service? - Overall, can your brand really relate on a personal level to all these people? Micro influencers offer the opportunity to target a much smaller and more closely related group of people (whether that’s due to interests, demographics, or values) who are more likely to relate to your brand due to these unifying factors. So, we can see the important of being strategic in establishing who your audience is and how to use influencer marketing to most effectively target them. [DAC’s Strategic Insights team](/services/strategic-insights/) approaches audience targeting from a data-driven and research-focused perspective, specializing in working with enterprises operating across many locations and catering to the unique local needs of audiences. ## Influencer marketing isn’t going anywhere According to eMarketer, [influencer marketing spend will surpass $4 billion USD](https://content-na1.emarketer.com/small-influencers-poised-win-more-brand-followers-2022) in the US alone and Gen Z, the rising younger generation, are incredibly [connected to and reliant on their promotions;](https://chart-na1.emarketer.com/251102/attitude-of-us-adults-toward-influencers-by-generation-july-2021-of-respondents-each-group) 58% of them say that influencers expose them to new products or services and 38% say that influencers make them more likely to purchase new products or services. ![Multiracial friends using smartphone against wall at university college backyard - Young people addicted by mobile smart phone - Technology concept with always connected millennials](/wpe-content/uploads/2022/04/gen-z.jpg) Brands are also casting their nets wider than social media platforms, and we can expect to see more of this coming up. Sponsoring special-interest podcasts, for instance, can be an effective tactic to promote products and services to a relevant audience and it doesn’t appear to have the same negative connotations that some sponsored posts on social media by mega influencers generate (for now, anyway…). As part of any marketing strategy, it’s crucial to chart out different opportunities for reaching your audience with and without influencers across all channels based on the needs of local groups. [DAC’s Content Strategy services](/services/content-strategy/) include influencer marketing strategy and management, content distribution, social media strategy, and more to support with this and lead to an effective omnichannel approach. ## Looking ahead Micro influencers will be increasingly favored by brands for partnerships, and the growing distrust in social media platforms will drive demand for other avenues to reach relevant audiences. It is clear how the success of narrow-focused campaigns—with the smaller audiences of micro influencers—relates to the need for localized targeting to more effectively hold the attention of audiences increasingly searching for relatability and authenticity. It’s more important than ever for brands to prioritize this in all marketing efforts and develop their influencer strategies in focused, data-driven ways. --- https://www.dacgroup.com/insights/blog/local-search/googles-aggressive-filtering-rejects-legitimate-gbp-customer-reviews.md --- title: "Google’s aggressive filtering rejects legitimate GBP customer reviews" date: 2024-12-30 published: 2022-03-31 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-US-2022-mar.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "GBP" url: "/tag/gbp.md" - name: "Google Business Profile" url: "/tag/google-business-profile.md" - name: "local listings" url: "/tag/local-listings-2.md" - name: "local search" url: "/tag/local-search.md" - name: "Local SEO" url: "/tag/local-seo-4.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/googles-aggressive-filtering-rejects-legitimate-gbp-customer-reviews.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/le-filtrage-agressif-de-google-rejette-les-avis-legitimes-des-clients-de-google-profil-d-entreprise-gbp.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/googles-aggressive-filterung-weist-legitime-gbp-kundenbewertungen-zuruck.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/googles-aggressive-filtering-rejects-legitimate-gbp-customer-reviews-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/le-filtrage-agressif-de-google-rejette-les-avis-legitimes-des-clients-sur-google-profil-d-entreprise-gbp.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/los-excesivos-filtros-de-google-estan-afectando-a-las-resenas-legitimas-en-gbp.md" --- # Google’s aggressive filtering rejects legitimate GBP customer reviews As Q1 2022 wraps up, the world of local search is once again evolving. Join us for a quick rundown of all the updates you need to know, including customer reviews being inadvertently nixed, UI changes in the local pack, double verification for business listings, and new “Emergency help” profile attributes. ## Automated filtering targets legitimate Google reviews As of March 7, Google has significantly escalated its automatic review filtering algorithm. While this is meant to [combat spam reviews](/blog/instantly-boost-your-google-my-business-rankings-by-removing-spam/), there has been a drastic increase in the number of legitimate business reviews being prevented from going live on [Google Business Profile (GBP)](/services/local-presence-management/google-business-profile-management/) listings. Spam is a major problem for Google—and some industries, such as locksmithing, suffer its blight more than others—but this latest countermeasure seems to be hurting every sector. Although every major review platform struggles to moderate high volumes of reviews, businesses and users alike recognize that Google has taken it a step too far. After all, aggregated ratings and [reviews with keywords have become critical to driving digital performance](/blog/change-your-stars-how-to-respond-to-online-reviews/). If your positive, legitimate reviews are being unintentionally filtered out, you may well lose ground on your competitors, especially if you run a small business with reviews in the double digits or less. Google is aware of this filtering problem, but has so far only advised business owners to “remain patient”. In the meantime, businesses can only request authors of rejected reviews to resubmit with different wording—a work-around that’s impractical even on a small scale, never mind across multiple locations. Even then, there’s no guarantee that the edited review won’t be filtered a second time. With no solution in sight, take solace in the fact that all businesses and industries seem to be equally impacted by this failed filtering update. If your business is losing reviews, at least your competitors are as well. ## The local pack’s map is now interactive Google recently updated the map that accompanies three-pack results. It now displays zoom functions as well as a button that opens the local finder for additional results. But what’s most interesting is the freedom to interact with the map. By hovering over a business’s pin, searchers will see the business name, rating, and review count—and not just for the three top-ranking businesses in the local pack. Manipulation of the map, however, does not change the three top ranking businesses. ![Interactive map on local Google results](/wpe-content/uploads/2022/03/google-local-pack-map-interactive.gif) GIF: Search Engine Land This update, while novel, doesn’t seem like it will affect the leads generated by the local pack too drastically. Because the top three results remain static, competing business will only appear if a user seeks them out in the new interactive map. If your business already ranks in the three pack, your position remains enviable. If your business doesn’t rank in the three pack, you may notice a minor increase in leads from users who discover your listing in the map. Star ratings have also been given prominent display on the interactive map, appearing next to every business name. Users only need to double-click on a business to see the content of those reviews. ## Google Business Profiles may require additional verification Claiming a GBP listing used to involve either phone verification, receiving a postcard, or the recently created (and not very common) video verification. While the process was simple for most small businesses, larger corporations and those with franchised locations often have difficulty claiming and managing all their GBP listings. This may become even more difficult in light of [Google’s announcement that it may require more than one verification method](https://support.google.com/business/answer/7107242#:~:text=We%20may%20require%20you%20to%20verify%20by%20more%20than%20one%20method.). It’s not yet known how Google determines when double verification is needed. It may prove to be deployed only in fraud-heavy industries, such as insurance. Until more data is gathered on how the multiple verification process works, businesses simply need to be aware that whoever they coordinate their profile claims with, they may need to work through an even longer process. ## Free Google hotel listings expand to search and maps Google has expanded its free hotel listings and will now allow hotels to display their rates and availability directly through their Google Business Profile: > We will expand the report to include other insights, like free booking link impressions and booking value, in the coming weeks. Beginning next month, individual hotels that meet eligibility requirements can manually input their rates through their Google Business Profile to participate in free hotel booking links. Google launched its free hotel listings in March of last year, and 12 months later it is still looking to compete with the likes of Tripadvisor and Orbitz. Minimal travel during the pandemic gave Google ample time to experiment in this space, and it seems to have captured some of the hospitality market while hotels were looking at every available avenue to attract new guests. Paid results continue to appear at the top of Google’s rankings in search and on their travel planning page, but ongoing implementations of free features will encourage more hotels to use Google as a customer touch point. With Google not taking any booking fee for free placements, hotels may want to invest in this lead-generating tool. Paid placements, of course, will continue to reign supreme, but the potential bookings through free placements should be worth the effort of signing up. ## “Emergency help” attributes added to GBP Google has rolled out a series of business attributes under a new “Emergency help” category. These attributes cover aspects including donations, employing refugees, and asking for volunteers. Much like when Google introduced pandemic-related attributes (such as takeout and delivery statuses for restaurants), these new “Emergency help” attributes come in response to the situation in Ukraine. ![New "Emergency help" attributes in Google Business Profile](/wpe-content/uploads/2022/03/emergency-help-attributes.jpg) Image: Search Engine Land While attributes have always been a helpful way to connect customers to relevant businesses, this latest category isn’t about generating leads and driving sales. With businesses now able to quickly communicate their efforts to assist in the ongoing conflict, consumers can more easily do their part to reach people in need. ## GBP hours “Confirmed by phone call” Google often lets users know when a business profile’s hours of operation have been updated, usually via the “Updated by this business” or “Confirmed by others” tags. The former is when a profile manager manually confirms hours of operation; the latter is when Google users corroborate the hours given. Both tags indicate when the change was made. In March, Google rolled out a third verification method: “Confirmed by phone call”. These phone calls are actually automated through Google’s booking AI, Duplex, which [uses natural-sounding speech to make appointments for users](/blog/table-for-two-google-assistant-now-supports-restaurant-reservations/) (for example, restaurant reservations). The “Confirmed by phone call” tag is applied after Duplex confirms hours of operation. This move to improve the accuracy of opening hours will be especially useful during holidays and other times of year when operating status may be in question. One issue that arises, however, is that the person who answers Duplex’s call may not have full details on any planned changes to the business’s hours of operation. Businesses with large or distributed teams are advised to take a proactive approach to [listings management](/local-marketing-platforms/listings-management/) to ensure accuracy. Want to know how? Let’s talk! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/paid-media/instagram-launches-new-paid-subscription-model.md --- title: "Instagram launches new paid subscription model" date: 2024-12-30 published: 2022-03-29 author: "Rahel Gandhi" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/instagram-hero.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" tags: - name: "ciontent strategy" url: "/tag/ciontent-strategy.md" - name: "content creators" url: "/tag/content-creators.md" - name: "content subscription" url: "/tag/content-subscription.md" - name: "Instagram" url: "/tag/instagram.md" - name: "Meta" url: "/tag/meta.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/instagram-launches-new-paid-subscription-model.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/instagram-lance-un-nouveau-modele-d-abonnement-payant.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/instagram-startet-neues-kostenpflichtiges-abo-modell.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/instagram-lance-un-nouveau-modele-d-abonnement-payant-2.md" es: "https://www.dacgroup.com/es/descubre/blog/paid-media/instagram-lanza-un-nuevo-modelo-de-suscripcion-de-pago.md" --- # Instagram launches new paid subscription model With the growing popularity of Instagram Reels and IGTV, Instagram is set to launch an unexpected feature: subscriptions. Yes, you heard that right. This new feature will allow creators to share exclusive content available to subscribers only—and it’s been long awaited. Mark Zuckerberg first announced this feature back in 2020 for Facebook ([now Meta, of course](/blog/podcast-rewind-4-takeaways-from-that-metaverse-reveal/)), ultimately holding off on implementing fees for subscribers until at least till 2023. It looks like this feature is belatedly in its final stages before launch. ## What’s in it for the creators? Facebook Subscription makers have been able to download and store all the emails of new subscribers (who have opted to disclose their email addresses) since December 2021, allowing them to communicate on and off the platform. There’s also money from Facebook up for grabs: Zuckerberg stated that he intends to pay $1 billion to Facebook and Instagram content creators by the end of 2022 to attract new subscribers. Creators will also be able to promote their subscriptions using a personalized link that lets them keep 100% of the money they make, excluding taxes. Creators seem to be quite pleased: > Having subscriptions on Instagram makes building a more intimate relationship with my followers and fans possible. I am so excited to nurture those connections and make a lasting impact that will help keep my work sustainable. > > – [@bunnymichael](https://www.instagram.com/bunnymichael/?hl=en) ![Instagram creators @donallenii and @bunnymichael](/wpe-content/uploads/2022/03/instagram.jpg) Image: [Instagram Business Team](https://business.instagram.com/blog/subscriptions-creators-instagram-recurring-monthly-income) ## What do marketers have to say? Marketers see a few potential opportunities with these new features. Some say the success of this feature won’t be evident until it becomes one of Instagram’s top features. Once it’s fully rolled out to everyone and more creators are benefiting from it, that could change. Brands will need to consider this feature in their influencer marketing strategies, social media strategies, [content strategies](/services/content-strategy/), and more. There will be much to consider in the coming months as the subscriptions feature gathers pace. Stay tuned for our insights and advice! Until then, you can see some subscription creators in action: [@alanchikinchow](https://www.instagram.com/alanchikinchow/?hl=en), [@sedona.\_](https://www.instagram.com/sedona._/?hl=en),[@elliottnorris](https://www.instagram.com/elliottnorris/?hl=en), [@jordanchiles](https://www.instagram.com/jordanchiles/?hl=en), [@jackjerry](https://www.instagram.com/jackjerry/?hl=en), [@donalleniii](https://www.instagram.com/donalleniii/?hl=en), [@lonnieiiv](https://www.instagram.com/lonnieiiv/?hl=en) --- https://www.dacgroup.com/insights/blog/strategy/how-the-oscars-are-adapting-to-stay-relevant.md --- title: "How the Oscars are adapting to stay relevant" date: 2024-12-30 published: 2022-03-25 author: "Alia Cherif Machichi" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/oscars-2022.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" tags: - name: "2022 Oscars" url: "/tag/2022-oscars.md" - name: "94th Academy Awards" url: "/tag/94th-academy-awards.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/how-the-oscars-are-adapting-to-stay-relevant.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/comment-les-oscars-s-adaptent-pour-rester-pertinents.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/how-the-oscars-are-adapting-to-stay-relevant-2.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/como-se-adaptan-los-oscars-para-seguir-siendo-relevantes.md" --- # How the Oscars are adapting to stay relevant Now in its 94th year, the Academy Awards have had to adapt to the digital age. Starting in 1929 with only 15 awards and winners announced in newspapers and over the radio, it was another 20 years before the ceremony was finally broadcast on television. The Oscars have, in past decade, embraced advancements in streaming, social media, and even digitization accelerated by the global pandemic. All of these have helped reinvent the Oscars, which are continuing to evolve to stay relevant in modern times. Here’s how. 1. ## Goodbye traditional TV, hello streaming platforms In the pre-digital age, production companies used linear television and traditional advertising to promote their new movies. Audiences didn’t have access to trailers or streaming platforms, and instead had to wait for the event to get a glimpse. The Oscars were a way to peek into the glamorous world of Hollywood, and people looked forward to the event to see the celebrities, their outfits, and, of course, the latest films. With the emergence of streaming, connected TV, and other platforms, advertising has evolved—and audience habits have as well. As our media experts predicted, [programmatic digital marketing](/blog/3-digital-media-trends-you-need-to-know-in-2019/) is now the most efficient strategy, allowing advertisers to target the audiences most likely to benefit from their products and services by reaching them at the right time and place. In streaming platforms in your programmatic media strategy can be an excellent way to align your advertising efforts with your audience’s expectations. Of course, the rise of streaming has also turned heads at the Academy Awards. [Netflix, for example, has produced Oscar-winning movies](https://www.sportskeeda.com/pop-culture/5-netflix-original-movies-won-oscars) including Roma in 2018, Wedding Story in 2019, and Mank in 2020. An impressive 10 Netflix productions are in the running at this year’s ceremony, all nominated in different categories such as Best Picture for Don’t Look Up and Best International Feature for The Hand of God. 2. ## The instant impact of social media Previously, movie marketers focus almost exclusively on press coverage in order to earn a coveted Oscar nomination. But, according to independent film marketing consultant David Weitzner, [social media has democratized the process](https://www.cnbc.com/2016/01/13/does-an-oscar-matter-in-the-age-of-digital-media.html): “Not only can social media give you a wider audience right away, but it can get you access to the right audience.” With the emergence of social media, film producers know what their audiences want and how to interact with them instantly. Creating a buzz online allows production companies to gain an advantage in terms of promotion as well as potential award nominations. Similarly, fashion brands who dress the stars once had a very small window in which to gain notoriety—the television broadcast of the awards ceremony—but red carpet photos now live on in perpetuity online, especially on social media. [Real-time marketing (RTM)](/blog/the-future-of-tech-4-key-insights-from-the-2019-collision-conference/) is also emerging as a lucrative tactic to seize a moment and turn it into an opportunity to engage audiences and promote a product or service. After all, what better time to create a buzz around your brand than during a globally watched event such as the Oscars? See also: [Oreo’s lightning-fast response to a power outage during the 2013 Super Bowl](/blog/the-best-ads-of-the-decade-2010-2019/), and Ellen’s record-breaking, celebrity-filled selfie that subliminally promoted the new Samsung phone. > If only Bradley's arm was longer. Best photo ever. [\#oscars](https://x.com/hashtag/oscars?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/C9U5NOtGap](http://t.co/C9U5NOtGap) > > — The Ellen Show (@TheEllenShow) [March 3, 2014](https://x.com/TheEllenShow/status/440322224407314432?ref_src=twsrc%5Etfw) Dove also made a smart move during the 2015 ceremony. The company launched the hashtag [\#SpeakBeautiful](https://www.resultfirst.com/knowledgecenter/real-time-marketing-during-oscars/) during the event in order to sensitize the audience, specifically women, on the importance of positivity and the way they see themselves and talk about their bodies. The campaign was a huge success and allowed Dove to gain public engagement like never before. It is perhaps not surprising, then, that the Academy, understanding the role that social media plays during its event, has even introduced a public vote this year through Twitter to more fully engage its audience… 3. ## The Oscars conversation takes place well before the ceremony This new fan-favorite vote is one of several ways the Oscars are directly engaging fans in the conversation before the actual ceremony. The entirely new category, #OscarsFanFavorite, is open for the general public to vote for the most popular film of the year. Voting will happen using a hashtag on Twitter and a [dedicated website](https://www.oscarsfanfavorite.com/), and the winner will be announced during the live broadcast. But the conversation starting early is nothing new. In fact, the majority of Oscars search volume happens in February and March, and completely drops after the ceremony. If a brand wants to be involved in the online hype, it needs to focus efforts on this prime time. 4. ## Diversity had to become a priority One of the final and arguably most important adaptions the Academy has had to make is around its commitment to diversity, equity, and inclusion. After facing backlash with the rise of the hashtag #OscarsSoWhite (again, proving the online conversation can be just as important as the ceremony itself), [the Academy has taken actions to implement diversity initiatives](https://www.nytimes.com/2020/09/09/movies/oscars-best-picture-diversity.html) by 2024. The first set of stipulations, grouped as Standard A, encourages diversity on camera by requiring underrepresented racial and ethnic groups cast in a significant role. So, which film will be this year’s fan favorite? Search volume is up for the 10 Best Picture nominees, peaking in December. Did Dune achieve the highest search volume because of its incredible production or its slick marketing and promotion? Time will tell! The 2022 Oscars air March 27 at 8pm EST on ABC. --- https://www.dacgroup.com/insights/blog/search-optimization/how-to-generate-google-reviews-and-boost-your-reputation-with-qr-codes.md --- title: "How to generate Google reviews and boost your reputation with QR codes" date: 2024-12-30 published: 2022-03-02 author: "Rudy Nassar" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/qr-code-reader.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" tags: - name: "Google Business Profile" url: "/tag/google-business-profile.md" - name: "Google reviews" url: "/tag/google-reviews.md" - name: "online reviews" url: "/tag/online-reviews.md" - name: "QR codes" url: "/tag/qr-codes.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/how-to-generate-google-reviews-and-boost-your-reputation-with-qr-codes.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/comment-generer-des-avis-google-et-renforcer-votre-e-reputation-simplement-grace-aux-codes-qr.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/wie-sie-mit-qr-codes-google-bewertungen-generieren-und-ihre-reputation-steigern.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/how-to-generate-google-reviews-and-boost-your-reputation-with-qr-codes-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/comment-generer-des-avis-google-et-renforcer-votre-e-reputation-grace-aux-qr-codes.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/los-codigos-qr-un-nuevo-aliado-para-mejorar-tu-reputacion-en-google.md" --- # How to generate Google reviews and boost your reputation with QR codes More than ever, consumer reviews are playing a big role in purchasing decisions. Not only do 95% of customers read reviews before making a purchase, but the quality and quantity of a business’s reviews are among Google’s most important ranking factors. Want to break into the local three-pack, which accounts for 41% of all clicks? Then you will need to actively manage your online reviews. We work with many enterprise-level organizations across all industries to develop strategies that increase the quantity and quality of reviews. Although the majority of satisfied customers will gladly leave reviews and comments, many brands are reluctant to ask their customers for feedback. With that in mind, let’s take a look at one of the most effective tactics to generate valuable review content. ## How you can generate more reviews First, let’s focus on the customer journey. There are various methods to solicit feedback from customers at different points in their journey to purchase. From surveys to emails, most of them require plenty of thought, time, and effort to set up, especially if there’s an element of automation (e.g. post-purchase messaging). One-to-one email notifications create a personal touch point between the customer and the company, while surveys allow you to obtain more in-depth opinions on specific topics. QR codes are another option. Easy to create, affordable, and increasingly common since the onset of the pandemic, QR codes can be used to direct customers to a business’s [Google Business Profile](/services/local-presence-management/google-business-profile-management/) to leave a review and rating. As such, it’s no surprise that the adoption of QR codes is growing rapidly. According to Christoff, the leading provider of QR codes for businesses in the US, [QR code usage by U.S. merchants tripled between March 2020 and April 2021](https://www.emarketer.com/content/qr-codes-forecast-trends-2022). Bitly also recorded its highest number of scanned codes in October 2021. This uptake is being driven by QR codes’ relative simplicity (and the fact that they’re free!). All you have to do is take your business listing’s URL—as well as the URL that takes the user directly to the section to leave a review—and then: 1. Enter the URL(s) into a QR code generator 2. Use the generated QR code to create a frictionless review experience to your customers 3. Repeat for each location Promote the QR code on your print and digital marketing materials, as well as in-store. QR codes can be placed on storecounters, slipped into shopping bags, or hand-delivered by staff. They can also be used in the context of home delivery. Just remember to customize the presentation of your QR codes to attract attention—and be sure to analyze the resulting feedback to inform your marketing tactics and strategies. ## QR codes in the real world Having incorporated QR codes into a number of our clients’ [Local Presence Management](/services/local-presence-management/) strategies, we have seen a 79% increase in average review volume and, just as importantly, an average rating improvement of 0.4 stars compared to the same period the preceding year. In the case of [Valentine](https://www.valentine.ca/) , a Quebec-based fast food chain, we created a unique QR code per location. When these QR codes were used on countertop flyers, Valentine saw an outrageous 95% increase in reviews (to a total of 833 reviews) between late June and early September 2021. Moreover, the vast majority of the reviews received were 4 or 5 stars, confirming that this proactive approach to reviews can resonate with customers. ![QR code](https://www.dacgroup.com/wp-content/uploads/2024/12/qr-codes-1.jpg) Introducing QR codes to your digital marketing strategy can be beneficial to your business, especially if you have multiple stores or locations. They’re an affordable way to generate reviews, which in turn boost your visibility online, attract more customers, and help you stand out from the competition. ## A word on authenticity We must mention that requesting reviews from your customers must be done honestly and without any quid pro quo. It is against Google’s guidelines for any business to bribe, induce, or purchase reviews. For example, Google prohibits businesses from incentivizing positive reviews with discounts or other promotions. Ignore these rules and Google may remove reviews or even ban your business from all Google services. The only authentic approach is to ask your customers to leave honest reviews and do your best to deserve good ratings! ## About our reputation management services DAC helps brands across the globe manage their online reputations to drive transformational growth. Explore [how we’ve helped other brands](/work/) or learn more about our unique approach to [reputation management](/services/local-presence-management/reputation-management/). *Special thanks to Thomas Rainaud for his contribution to this article.* --- https://www.dacgroup.com/insights/blog/local-search/google-rolls-out-pirate-update-and-a-host-of-google-maps-upgrades.md --- title: "Google rolls out Pirate update and a host of Google Maps upgrades" date: 2024-12-30 published: 2022-02-28 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-US-2022-feb.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "digital marketing news" url: "/tag/digital-marketing-news.md" - name: "GBP" url: "/tag/gbp.md" - name: "Google" url: "/tag/google.md" - name: "Google Business Profile" url: "/tag/google-business-profile.md" - name: "local marketing" url: "/tag/local-marketing-4.md" - name: "local search" url: "/tag/local-search.md" - name: "Local SEO" url: "/tag/local-seo-4.md" - name: "Neighborhood Vibe" url: "/tag/neighborhood-vibe.md" - name: "Pirate algorithm update" url: "/tag/pirate-algorithm-update.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/google-rolls-out-pirate-update-and-a-host-of-google-maps-upgrades.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/google-lance-la-mise-a-jour-pirate-ainsi-qu-une-serie-de-mises-a-jour-de-google-maps.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/google-fuhrt-das-pirate-update-und-eine-vielzahl-von-google-maps-upgrades-ein.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/google-rolls-out-pirate-update-and-a-host-of-google-maps-upgrades-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/google-lance-la-mise-a-jour-pirate-ainsi-qu-une-serie-de-mises-a-jour-de-google-maps-2.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/google-lanza-la-actualizacion-pirate-y-una-serie-de-novedades-de-google-maps.md" --- # Google rolls out Pirate update and a host of Google Maps upgrades In the world of local search, some updates are more significant than others. This month, we saw Google tinker with some settings, retire some features, and threaten some serious consequences with its latest algorithm update. Let’s get to the details. ## Google’s new Pirate algorithm update obliterates traffic for offending sites In early February, Google launched its newest algorithm update, *Pirate*, and it’s already showing signs of success. A Google filing with the US Copyright Office revealed that the search giant’s newest algorithm update reduces search volume by an average of 89% for websites assigned a “demotion signal”. It’s all part of Google’s efforts to divert traffic away from sites that receive a large number of valid removal notices through the Digital Millennium Copyright Act. This is significant because we’re seeing exactly how much an algorithm update can impact a business’s rankings. Automatic demotion signals are intended to target obviously illicit activities that most businesses would not engage in, but remember that we have seen other updates (like [Medic](/blog/august-lpm-roundup/)) that have been less clear about who they target. So, although an 89% drop in traffic to an illegal website is an obvious win, a similar reduction for a legitimate-but-inadvertently-targeted business may well destroy livelihoods. ![A young man, face partly obscured by a hooded shirt, works on an unseen but illuminated computer by night.](/wpe-content/uploads/2022/02/piracy.jpg) The potential consequences of these processes are frightening—especially considering the lack of manual oversight—so it’s important to not only walk in lock-step with Google’s terms of service but keep up with all algorithm changes. Only a handful of Google’s many updates are publicly announced each year, named algorithm updates occurring each year, but [local SEO experts](/services/search-engine-optimization/local-seo/) can monitor algorithm changes using large sample sizes. Unless you want to risk an 89% loss in traffic, never take Google’s updates for granted (and don’t rely on the Copyright Office to inadvertently reveal how Google’s algorithm updates work!). ## Google Maps reveals review spam policy enforcement Google has published an overview of [how reviews work on Google Maps](https://blog.google/products/maps/how-google-maps-reviews-work/). It details how the company develops and enforces policies, as well as which processes are automated and which are powered by manual content moderation. During the onset of the pandemic, we saw how Google had to intervene to alter its review policies. Due to mass negative review campaigns based on vaccination requirements, Google stated that: > We put extra protections in place to remove Google reviews that criticize a business for its health and safety policies or for complying with a vaccine mandate. In other words, Google utilizes both machines and people to moderate their review platform when any factors outside of the business’s own practices become an influence on reviews. Why does it matter? When you consider that Google Maps is easily as prominent as other review sites like Yelp and Home Stars, it can be incredibly detrimental when bad actors abuse the platform with illegitimate criticism—and Google’s algorithms aren’t capable of detecting and removing every toxic review. At the very least, every business owner should understand how to flag reviews for manual deletion. Even better, engage in ongoing moderation for spam as well as [reputation management](/services/local-presence-management/reputation-management/) for legitimate reviews, both positive and negative. ## **C**ustomer updates and Q&A added to Google Maps business listings Google Maps’ new “Updates from customers” feature displays customer reviews directly on business listings, with extra weight placed on those with images or reviews written by local guides. While this is intended to provide a relevant snapshot of a business—much like knowledge panel review snippets—the feature has so far been a nightmare for business owners. Review recency appears to be an overemphasized factor, and bad actors who post spammy images alongside their spammy reviews are often rewarded with instance prominence in the listing. Businesses that fail to monitor their reviews will soon see that “Updates from customers” are easily abused, giving spammers the opportunity to be seen with no click-throughs required. ![Spam content in Google Maps' "Updates from customers" feature](/wpe-content/uploads/2022/02/penguins-are-rad.jpg) Google has also given more Maps real estate to Q&A content. Displayed in the same manner as “Updates from customers”, Q&A is similarly displayed with no additional clicks needed. Although the Q&A feature is nowhere near as popular as reviews (and therefore has significantly less spam to deal with), this update means that any question, regardless of its relevance, is prominently attached to the listing. So, just as business owners must monitor their reviews, they must also monitor their Q&A. Q&A does, however, offer one key benefit: Business owners are permitted to ask and answer their own questions to effectively generate a search-friendly FAQ. With that in mind, Q&A’s new prominence gives business owners an opportunity to enrich their Google Maps listings and counteract the potential spam arriving via “Updates from customers”. ## Peripheral features to disappear from Google Maps Features come and features go. The latest Maps features to get the axe are the ability to follow businesses and the ability for businesses to grant welcome offers to their followers. Why? It’s most likely due to a lethal combination of bugginess and low adoption rates. The latter suggests most businesses will not be affected by this change, which could be why Google hasn’t felt the need to specify an exact date. Instead, the search giant simply stated that these features would be sunsetted “soon”. Local search is constantly changing. Fortunately, staying one step ahead is what we do best. Let’s talk! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/google-business-profile-enhances-security-and-adds-new-shopping-features.md --- title: "Google Business Profile enhances security and adds new shopping features" date: 2024-12-30 published: 2022-01-31 author: "Zoran Dobrijevic" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-US-2022-jan.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "business listings" url: "/tag/business-listings.md" - name: "digital marketing" url: "/tag/digital-marketing.md" - name: "GBP" url: "/tag/gbp.md" - name: "Google Business Profile" url: "/tag/google-business-profile.md" - name: "local marketing" url: "/tag/local-marketing-4.md" - name: "local search" url: "/tag/local-search.md" - name: "Local SEO" url: "/tag/local-seo-4.md" - name: "marketing" url: "/tag/marketing.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/google-business-profile-enhances-security-and-adds-new-shopping-features.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/votre-profil-d-entreprise-google-ameliore-la-securite-de-son-service-et-ajoute-de-nouvelles-fonctionnalites-de-magasinage.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/google-business-profile-verbessert-die-sicherheit-und-fugt-neue-shopping-funktionen-hinzu.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/google-business-profile-enhances-security-and-adds-new-shopping-features-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/google-business-profile-ameliore-la-securite-de-son-service-et-ajoute-de-nouvelles-fonctionnalites-de-shopping.md" --- # Google Business Profile enhances security and adds new shopping features Time moves like lightning in local search, and there are already plenty of new developments in the first month of the year. Once again, it’s time to double check those [Google Business Profile (GBP)](/services/local-presence-management/google-business-profile-management/) updates and SERP shake-ups. Join us on our review of the news highlights from January 2022. ## Making GBP secure: new seven-day wait for new Owner and Manager profiles Watch out, marketing managers: With cybersecurity risk on the rise, there’s a new security update for GBP that calls for some patience. When a new user is added to GBP, they must wait seven days before they can alter information or take certain profile actions. Why the slowdown? This security hurdle is intended to curb accidental or otherwise unauthorized users from gaining management permissions and then vandalizing profiles. While the waiting period may seem like a barrier for businesses trying to speedily add new users, it does safeguard this important customer touch point from being the target of bad actors. [Google’s new help document](https://support.google.com/business/answer/3403100?hl=en&ref_topic=4539640#:~:text=Understand%20new%20owner%20%26%20manager%20limitations) has been updated to note the new seven-day waiting period. New Owners or Managers will get an error if they attempt any of the following: - Delete or restore a profile - Remove other Owners or Managers from a profile - Transfer primary ownership of a profile to themselves or a third-party user - Use an existing Owner or Manager profile to transfer primary ownership to a new Owner or Manager still in their first seven days If the new Owner or Manager deletes their account within the first seven days, they’re removed from the profile. If they later restore their account, they must be added to the profile again. ## Google adds “Shops” section to search results The past two years have seen Google pushing hard to become the shopping destination of the internet. To that end, we’ve seen updates that keep users in the Google world for purchases. The search giant’s most recent shopping expansion is the launch of a “Shops” section in mobile search results. This section shows up to 10 retailers depending on available inventory. Everything is based on proximity and organic search rankings, but these shopping-related queries are currently limited to users and geographies within the US. ![New "Shops" section on Google mobile search results](/wpe-content/uploads/2022/01/roundup-jan-22-1.jpg) Image: Search Engine Roundtable Google has also moved many of its paid shopping offerings to free product listings in order to increase vendor adoption. The new “Shops” mobile tab sees this trend continue as Google tries to increase its share in the online shopping marketplace—[competing with Amazon](/blog/behind-the-headlines-google-kindly-stands-up-for-retailers-or-does-it/) while still benefiting retailers and shoppers alike. Retailers will gain free exposure while shoppers will see a more robust catalogue because of the removed paywall for businesses to participate. ## Change coming to the Automotive industry: Cars for sale on GBP? Looking for a new ride? Along with general improvements to online shopping through Google, the search engine is piloting a new feature for one of the highest ticket items available: cars. Select car dealers can now promote their inventory on their profiles. Google users can search, filter, and easily learn more about cars for sale via sale inventory information provided by car dealerships or their authorized partners. ![Car sale functionality on Google search results](/wpe-content/uploads/2022/01/roundup-jan-22-2.gif) GIF: Google This program is currently in the testing stage but anyone can apply to implement the feature. [Google’s Cars for Sale Interest Form](https://docs.google.com/forms/d/e/1FAIpQLScRlW1TKcs5QPyCfkJgfRuzEwrHgjJuFvCiZQqVv7GjMozO4Q/viewform) is open for applicants who wish to participate. ## Highlight your top products with GBP’s new “Mark as Special” option Google Products are available for many business categories, and they’re not limited to physical products purchased and shipped online. Businesses such as computer repair shops can list the specific types of help they offer directly in their business knowledge panel. Google now allows these profiles to mark some of these products as “special” for top billing products and services either permanently or temporarily. Checking the “Mark as Special” box causes the selected items to appear at the top of the profile’s list of products. Users can select multiple products as special, prioritizing all selected products before any others. Products are sorted in the same order as they were prior to being marked as special if multiple are given this top billing at the same time. ## Google enhances its “Things to do” feature Taking to the air, rails, or roads, travelers may see new local information from Google. Google is testing a new layout that shows things to do at airports and transit stops based on user’s location. It’s been a journey since Google announced the “Things to do” feature two years ago, but now it has expanded to new areas. The feature once only connected to hotels and their surrounding attractions, but now extends to the ways users reach their destinations. !["Things to do" feature on Google search results](/wpe-content/uploads/2022/01/roundup-jan-22-3.gif) GIF: Search Engine Roundtable If your business operates at one of these transit stops, securing a proper listing on Google is more important than ever. After all, the captive audiences at airports and train stations are more likely to look down at their phones than the physical signage surrounding them. To compete with the other restaurants, stores, or entertainment options at these locations, your business must be visible on Google. It’s only the beginning of the year, but it’s never too early to enhance your local search performance. Find out how our people, processes, and platforms can take your local marketing to the next level. Let’s chat! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/metaverse-101-the-future-of-digital-marketing.md --- title: "Metaverse 101: The future of digital marketing?" date: 2024-12-30 published: 2022-01-19 author: "Rahel Gandhi" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/metaverse-hero.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" tags: - name: "digital marketing" url: "/tag/digital-marketing.md" - name: "facebook" url: "/tag/facebook.md" - name: "marketing podcast" url: "/tag/marketing-podcast.md" - name: "Marketing strategy" url: "/tag/marketing-strategy-2.md" - name: "Meta" url: "/tag/meta.md" - name: "metaverse" url: "/tag/metaverse-5.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/metaverse-101-the-future-of-digital-marketing.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/metavers-101-l-avenir-du-marketing-numerique-2.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/metaversum-101-die-zukunft-des-digitalen-marketing.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/metaverse-101-the-future-of-digital-marketing-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/metavers-101-l-avenir-du-marketing-numerique.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/es-el-metaverso-101-el-futuro-del-marketing-digital.md" --- # Metaverse 101: The future of digital marketing? At the end of October last year, Facebook announced it was changing its name to Meta to more appropriately reflect everything it encompasses. In that announcement, Mark Zuckerberg talked about their planned role in the metaverse. Now that the dust is beginning to settle, it’s time to ask “What is the metaverse?” and explore how businesses and brands are seeking to adapt and capitalize. In the most fundamental sense, the metaverse is a collection of 3D virtual worlds designed to foster social interaction. The word is frequently used in futurism and science fiction to represent a potential manifestation of the internet as a single, universal environment accessed via virtual reality (VR) and augmented reality (AR). The term was first used in the sci-fi novel Snow Crash, by Neal Stephenson, in 1992. Now, 30 years after that book was written, we’re seeing some real aspects of the metaverse begin to take shape. One of the most obvious industries being affected by the metaverse is financial services. We’re seeing early metaverse communities introducing new cryptocurrencies like Decantraland (MANA), Solana (SOL), and Sandbox (SAND). These crypotcurrencies, among others, have a market capitalization of billions, demonstrating the real impact crypto has on today’s financial markets—and on the future of the metaverse, as well. These coins are even giving the other cryptocurrencies like Bitcoin and Ethereum a run for their money. [via GIPHY](https://giphy.com/gifs/facebook-meta-metaverse-Ch7bEcIsZJHWxTClUl) Some consumer brands have begun their entry into the metaverse, with varying levels of depth. Nike has begun its experimentation in the popular game Roblox, setting up the [NIKELAND](https://news.nike.com/news/http-news-nike-com-how-nikes-turning-play-into-a-lifestyle-for-kids) environment. Adidas has begun an [NFT (non-fungible token) marketplace](https://www.adidas.com/us/metaverse) offering both digital and physical goods and experiences. Fashion retailer H&M, meanwhile, may have also opened its first store in the metaverse CEEK City, though this was quickly denied just a couple days later. At the recent Consumer Electronics Show, CES 2022, Samsung announced the opening of its store in Decantraland with Samsung 837X, featuring exclusive NFTs. The announcement came complete with a virtual reality dance party, and Samsung is now plotting exactly how to tell its brand stories in evermore innovative and engaging ways. Indeed, many brands are beginning to realize the value of blending the real world with the metaverse—and not only in cryptos and NFTs: - The metaverse appears set to transform several sectors through wearables; devices that transport users to a separate virtual world from the comfort of their own homes. In the future, these digital worlds will become more and more immersive, but are already available for use today with wearable devices such as Oculus. - Education will expand into new, more interactive forms. Students will be able to work through courses and modules at their own pace, interact with tutors and peers in more meaningful ways, and expand their horizons beyond what is currently achievable with standard syllabi. - After-work activities such as going to the movies or simply hanging with friends will be possible in the virtual world. Virtual concerts and other mass-participation events are already being experimented with. In short, the metaverse’s potential to impact your marketing strategies is endless. It will become a place where a huge spectrum of activities, businesses, and even entire economies will co-exist, blending the real world with a digital, virtual world that will continually iterate towards its next version. Want to know more? Don’t miss the metaverse episode of our podcast, [Into the Metaverse of Madness](/blog/podcast-rewind-4-takeaways-from-that-metaverse-reveal/), in which we take a much deeper dive into the implications of Meta’s announcement. --- https://www.dacgroup.com/insights/blog/strategy/3-ways-data-can-supercharge-your-omnichannel-b2c-strategy.md --- title: "3 ways data can supercharge your omnichannel B2C strategy" date: 2024-12-30 published: 2021-11-16 author: "cbarnes" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Omnichannel-B2C-strategy_860x430.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" tags: - name: "data" url: "/tag/data.md" - name: "Marketing strategy" url: "/tag/marketing-strategy-2.md" - name: "omnichannel" url: "/tag/omnichannel.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/3-ways-data-can-supercharge-your-omnichannel-b2c-strategy.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/propulsez-votre-strategie-omnicanale-b2c-de-3-facons-differentes-grace-a-vos-donnees.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/3-wege-wie-daten-ihre-omnichannel-b2c-strategie-verbessern-koennen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/3-ways-data-can-supercharge-your-omnichannel-b2c-strategy-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/3-facons-dont-la-data-peut-dynamiser-votre-strategie-b2c-omnicanale.md" --- # 3 ways data can supercharge your omnichannel B2C strategy The volume of accessible data is going through a major transformation. More and more, customers flag privacy as a high priority in how they navigate digital environments. Customers expect real change—and they are getting it in the form of new digital privacy laws, updated regulations, and game-changing initiatives like [Google Privacy Sandbox](https://privacysandbox.com/). Once Google gets involved, you know it’s big. So, does this mean it’s all doom, gloom, and data depreciation ahead, or are there new avenues for using data in a high-privacy digital world? In our latest study commissioned from Forrester, [Create Competitive Differentiation by Integrating Your Digital and Physical Experiences](https://info.dacgroup.com/dac-forrester-omnichannel-report-2021), we surveyed 256 market leaders to explore what’s next for data. Informed by the study, we pinpointed three recommendations for managing data strategies using an omnichannel approach. 1. ## Apply online data to in-person interactions Omnichannel is about blending marketing strategies from online to in-person for a seamless customer experience. The data gathered at the online stage counts just as much for your audiences in person. Using data tools, such as analytics platforms, you can create an energized omnichannel strategy that both collects and wields data to best serve your audience. - ### Dig into demographics There is a wealth of demographic data available on audiences at the online stage of their journey. Omnichannel strategy uses this data to optimize your audience’s in-person experience. Basic demographic data, such as age, location and gender, comes in handy for precise targeting. Perfectly place that exciting pop-up shop in the neighbourhoods of your top demographics. Create compelling billboards guided by the same messaging that resonates strongly with audiences online. The data is already there, don’t hesitate to use it. - ### Leverage online user interests Exploring user interests can help you envision new angles for your content. For example, let’s say you’re a large chain fitness center and a significant portion of your audience is interested in travel. Use that information to highlight your many convenient locations across the country or the world so current and potential members know they will have access to your service wherever they go. This kind of interest-based data can be helpful for everything from developing a messaging strategy to deciding what type of merchandise to invest in. 2. ## Data as the basis for localization Localization is important on a number of different levels from cultural relevance to reputation management. Why are localization insights important for both digital and physical spaces? Local presence management in search engines. These insights are needed to ensure that your brick and mortar services are convenient and available to users at locations near them. When you know how users search for your business online, it becomes easier to turn that virtual traffic into in-person traffic. ![Crowd of anonymous men and women walking down an urban sidewalk with bright glowing sunlight in the background on a busy street in downtown Manhattan, New York Cit](/wpe-content/uploads/2021/10/crowd.jpg) On top of this, using data on local conditions helps uncover the most effective channels for online and offline activity. We know that different countries (and different regions within countries) have varying entertainment consumption levels, with TV, streaming services and radio habits to name a few. Preferred media differs wildly all around the world, so it’s important to be ready to adapt to a range of advertising formats for audiences across the globe. ### What media is the best for advertising? It depends where you are in the world - 21% of respondents in Germany say they typically find out about new brands or products in a newspaper or magazine - Go over to Russia, only 10% discover new brands or products in a newspaper or magazine - 21% of respondents in China say they find out about new brands or products thanks to TV ads - In Italy, 39% learn about new brands or products through TV ads All of this to say, data insights are critical in executing a successful omnichannel strategy that is tailored to the local landscape. 3. ## First-party data comes first So, what about the future of data acquisition? As data privacy laws progress and customer data becomes harder to access, delivering omnichannel experiences will become more challenging. Much like the huge impact of the enforcement of GDPR in 2018, many marketers have understandable anxiety about the news that [Google is planning to block third-party cookies](/blog/googles-shift-away-from-cookies-and-personal-ad-ids/). However, these data privacy changes could be an opportunity to improve the way that data is collected, handled, and interpreted. Organizations will have to re-evaluate their relationship with customer data and embrace new practices. Priorities will likely include a more secure system for guarding first-party data and only sharing it with trusted partners as well as a greater emphasis on pursuing only high quality data on a first-party basis. If successful, these new approaches can play a crucial role in the future of omnichannel strategy. Data acquisition is just one piece of an effective omnichannel strategy. Looking for more insights to inspire new tactics? We are always ready to help guide you through the latest in the omnichannel landscape, that’s why DAC is one of the world’s most significant Performance Marketing Agencies. Have time for a bit more reading? Check out the key findings from our Forrester study or dive deeper into the full report, which you can download below. [DOWNLOAD THE REPORT](https://info.dacgroup.com/dac-forrester-omnichannel-report-2021) --- https://www.dacgroup.com/insights/blog/paid-media/marketing-masterclass-lead-generation.md --- title: "Marketing masterclass: Lead generation" date: 2024-12-30 published: 2021-10-06 author: "Melis Ciner" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Marketing-Masterclass-Lead-generation-EN.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/marketing-masterclass-lead-generation.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/cours-de-maitre-en-marketing-generation-de-prospects.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/marketing-masterclass-lead-generierung.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/marketing-masterclass-lead-generation-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/masterclass-marketing-generation-de-lead.md" --- # Marketing masterclass: Lead generation Welcome to the third and final part of our masterclass series, where we peel back the curtain to shed light some of our most successful Google-oriented campaigns. Having already dipped our toes into [online sales](/blog/marketing-masterclass-online-sales/) and [brand awareness](/blog/marketing-masterclass-brand-awareness/), this time we’re taking the plunge into the churning waters of lead generation. Find out how we drove high-quality leads for a client whose core offering—swimming instruction—almost ended up underwater in the wake of the pandemic. But first, the fundamentals. 1. ## Strategic, scalable lead generation We adopt a full-funnel approach to every lead generation campaign, agreeing to measurement models with clients and feeding the right data into the platform to enable machine learning. But it takes a human touch to determine the appropriate level of granularity in campaign/ad group segmentation; an endeavor we’ve mastered in recent years. As an agency, we manage advertisers with very different business structures, from local franchisees with individually small but collectively large budgets to centralized enterprises with local presence. The former carries a risk of being overly segmented as franchisee-supplied budgets require that each store location have its own campaign. [![Concept image representing: standing out from the crowd, individuality, different, etc. Very shallow depth of field with focus on the eyes of the purple duck.](/wpe-content/uploads/2021/10/ducks.jpg)](/wpe-content/uploads/2021/10/ducks.jpg) Even so, local store owners look to us to squeeze the most efficiency out of spend, especially during downturns like a pandemic. The only way we can achieve efficiency at scale for [hundreds or thousands of locations](/services/local-presence-management/) is developing and improving automation at every stage of our management. Furthermore, we look to the whole to improve the performance of the parts. One risk with franchisee-based advertisers—like the client in question—is splintered performance and customer data. We have found that while budgets are segmented, data does not have to be. We use corporate-level data to identify patterns and action them for individual locations. In short, we automate, aggregate, and activate. 2. ## Which Google Ads products are best for lead gen? Our methodology emphasizes presence across the whole customer journey because lead growth cannot exist without growth in broader awareness. For us, lead generation is ultimately about growing a loyal customer list, leading to repeat transactions over time. The product mix, of course, depends on the nature of the client business. Due to its intent-based nature, search is an obvious choice. However, we are also aware that we need to fill the funnel with users in the initial research phase. To that end, the Google Display Network is a great choice for always-on awareness. We usually start an advertiser on [Responsive Display Ads](/blog/googles-quiet-move-responsive-search-ads-are-now-the-default-format/) (RDAs) as we have seen consistently high performance for this format across multiple verticals. Our go-to audiences for prospecting are custom intent audiences or lookalikes of site visitors or converters. We then test (D&E) new display products against RDAs to try to beat their performance; recent winners have included dynamic (product feed-based) RDAs, Smart Display, Discovery Ads, and Discovery Carousel. We also keep an eye on new product releases (betas) to identify new challengers. In the event that there is a new launch or product that requires story-telling or consumer education, we will invest in YouTube video. This takes different forms depending on the client’s vertical (pure ecommerce would use TrueView for Shopping, while retailers with physical store locations would use Location Extensions, as examples). For advertisers with walk-in goals, we have tested Local Campaigns and found the incremental growth in store visits to be well worth the investment. Ultimately, we start with a baseline mix covering both awareness and purchase intent while seeking new products to challenge performance of incumbent ad formats. 3. ## Automate to generate Our approach to automation varies according to the business needs of each client, whether it’s a set of standard tech—such as ad customizers, Smart Bidding, API connections to CRM platforms, and automated ad types—or more customized solutions like real-time reporting dashboards and budget-pacing documents with embedded spend distribution logic. Automation is key for our franchise-based clients, who often need to juggle multiple campaigns, differing local conditions, and diverse strategies. For example, we developed a custom budget pacer that distributes a franchisee’s remaining monthly budget to their lowest CPL campaign, taking into account the campaigns’ IS Lost to Budget. From there, budget waterfalls to the campaign with the next lowest CPL and IS availability and so on. We also use automation to optimize distribution of targeted ZIP Codes among franchisees in crowded geographies. Our [Marketing Science](/services/data-analytics/) team can map out store locations and overlay their campaign geo targets on QlikSense, our dashboarding tool. From there, we can add other layers of data, mapping where each location’s conversions were coming from, drive times, and census data such as households with children under 19. As a result, we’re able to streamline geo targets to minimize overlap but maximize each location’s leads. 4. ## The true measure of success The definition of success evolves as we develop the client’s digital engagement. **Stage 1:** At the beginning of our journey with clients, we agree on a measurement model which emphasizes conversion-based lower funnel goals (leads, CPL) and engagement-based upper-funnel goals (viewable impressions, new visitors to site, view rate/% viewed for video, etc.). Usually our leads are defined as online form submissions and/or phone calls and each lead type is weighted equally. Success means beating either lead volume or CPLs YoY (alternatively, we may aim to better a client’s forecast, but this is usually based on prior year’s performance). During this time, we have our eye on establishing infrastructure for long-term success, which is growing the client’s customer base and deepening each customer’s relationship with the client, thereby increasing customer lifetime value. **Stage 2:** We start to assign quantitative value to each conversion type. We will usually engage with our preferred call-tracking partner, [Invoca](https://www.invoca.com/). This allows us to use speech monitoring to score phone call leads. We will switch the phone lead definition to calls with a score of >6/10 and start using this metric for Smart Bidding. Forms are also assigned a score out of 10 based on feedback from the client. In this transitional phase, we keep an eye on both total leads as well as total scores coming from those leads. **Stage 3:** The final stage involves assigning a dollar value to each conversion type based on client’s post-lead sign-up rates and revenue per sign-up. The goal is to move from leads-based Smart Bidding to a more nuanced revenue-based optimization. We are aware that each acquired customer brings more than just revenue at the moment of sign-up, so as this measurement strategy develops, we work with client to determine lifetime value. Our goal is to eventually assign each lead an average revenue based on CLV. Our success metric switches to revenue/ROAS, but we also look at customer retention and growth. ## Sink or swim in the pandemic era To see how this all works in the real world, we turn now to our aforementioned client, a leader in children’s swim instruction. Given the in-person nature of swim instruction and parents’ hesitancy on high-touch surfaces such as changing rooms, 2020 was a tough year, even after stay-at-home orders were lifted. In April 2020, Google Trends data showed a -94% decline in swim lesson searches and a -96% decline in brand name searches. [![Little boy trying to swim crawl during swimming lesson. Shot from underwater.](/wpe-content/uploads/2021/10/swim.jpg)](/wpe-content/uploads/2021/10/swim.jpg) Our mission in 2021 was to use paid digital media for all aspects of COVID recovery, including accelerated lead generation, re-hiring staff, and regaining brand awareness. Our success criterion for lead generation was beating the 2019 pre-pandemic baseline of peak season (early Summer) lead totals, which would indicate total recovery. Our measurement strategy has evolved and we are currently in **Stage 2**, meaning: lead generation is measured in online form submissions and Invoca phone calls scoring above 6; given the length of the form, job applications are measured in form starts and Invoca connected calls; and brand awareness tactics are measured through a number of engagement metrics including CTR and unique reach. ### Search The core of our lead gen program due to its intent-driven nature and closeness to conversion. Three breakthroughs allowed us to boost lead growth: - - **Custom Budget Pacer:** Designed to cascade budget into the next lowest CPL campaign with IS availability. This allowed us to effectively manage many franchisee budgets across hundreds of campaigns. We responded to increases in market demand fast, scaling spend efficiently during peak season. By July 2021, IS Lost to Budget had decreased -20% MoM and -35% YoY. - **Resourceful Smart Bidding:** At first, franchisees’ individual campaigns did not have enough data to power autobidding. We put all franchisee campaigns under a single tCPA strategy to benefit from aggregation. Eventually, lead momentum allowed us to assign each franchisee their own tCPA and adjust the target based on their needs. - **Scaling Nonbrand:** This was essential to making up lost ground. Prior to 2020, keyword matching focused on Brand only, which was not conducive to customer growth. Under DAC’s management our first priority was restructuring to control Brand and NB budgets separately and efficiently growing NB spend. ### Local Ads Walk-ins present the best opportunity to sign up a new customer, so we launched Local Ads, driving thousands of additional store visits during May-July. ### ️ Display We started with RDAs (prospecting and remarketing). We then tested Discovery Ads head-to-head, resulting in a -62% drop in Display CPLs and a +38% growth in CTR. We did another head-to-head test of Discovery vs Discovery Carousel, which resulted in a +65% increase in CTR and a +9% increase in CVR. ### ▶️ Video We used YouTube to generate awareness around new school openings, as well as to introduce potential hires to the client’s mission. Because our client is a family-oriented company, we used device bid modifiers to appear on large household screens only, reaching the entire family at the same time. ### Breathtaking performance in choppy waters As we prepare to transition to Stage 3 of our measurement strategy—using average CLV to assign revenue to conversion types, eventually optimizing to ROI—we can take stock of our successes to date. [![Total leads: +75% vs. 2019, +625% vs. 2020](/wpe-content/uploads/2021/10/series-3-stats.jpg)](/wpe-content/uploads/2021/10/series-3-stats.jpg) Of course, we can only reveal so many details about any given engagement, but in this instance the headline says it all: we drove a hugely impressive +75% increase in total leads vs. 2019, and an almost-unbelievable +625% vs. 2020. We also significantly improved media ROI and slashed CPL for new enrollments. It’s testament to a number of factors that make DAC one of the [world’s most significant Performance Marketing Agencies](/blog/forrester-names-dac-among-the-most-significant-performance-marketing-agencies/), including but not limited to our unique Enterprise-to-Local expertise, our impossibly talented teams across North America and Europe, and our priceless partnership with Google. Could we drive the same stellar performance for your brand? There’s really only one way to find out—and it all starts with a friendly chat. Let’s talk! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/marketing-masterclass-brand-awareness.md --- title: "Marketing masterclass: Brand awareness" date: 2024-12-30 published: 2021-09-16 author: "Felicia DelVecchio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Marketing-Masterclass-Brand-Awareness.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/marketing-masterclass-brand-awareness.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/cours-de-maitre-en-marketing-notoriete-de-la-marque.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/marketing-masterclass-markenbekanntheit.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/marketing-masterclass-brand-awareness-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/marketing-masterclass-la-notoriete-de-marque.md" --- # Marketing masterclass: Brand awareness In the first installment of this three-part series, we went behind the scenes of one of our [most successful ecommerce engagements](/blog/marketing-masterclass-online-sales/). In part two, we’re gazing skywards—all the way to the top of the funnel—to explore the inner workings of an extraordinarily effective brand awareness play. Find out how this innovative, Google-centered campaign used video to generate interest, deployed paid search to convert it, and redefined possibilities in the process. 1. ## How to drive business outcomes at scale As [one of the world’s most significant Performance Marketing Agencies](/blog/forrester-names-dac-among-the-most-significant-performance-marketing-agencies/) (and the originator of [Enterprise-to-Local thinking](/discover/white-papers/enterprise-to-local-digital-marketing-playbook/)), we bake scalability into pretty much everything we do. But every impressive achievement starts with a small first step, and we begin by applying four key criteria to fully understand each client’s: 1. goals and objectives; 2. business and priorities; 3. key audiences and opportunity size; 4. and budget, specifically how to make every dollar work harder. These four pillars form the groundwork of strategies that allocate dollars to the appropriate media platforms and products to drive the greatest possible ROI. Like all effective frameworks, its core principle is simple. ![Google Ads](/wpe-content/uploads/2021/09/Google-Ads.jpg) As we approached this new campaign with a longstanding client—one of the world’s top automotive brands—we knew that Google products had traditionally accounted for 80-90% of its total media spend, spanning across awareness, consideration, and purchase intent campaigns. But our client’s goals had evolved to place a much heavier focus on new customer acquisition. In response, we made the case to incorporate products like online video (OLV), connected TV (CTV), YouTube Audio, and YouTube Masthead in order to scale media investment and “feed the funnel”. This approach allowed us to balance media allocations to drive [long-term, omnichannel growth](/blog/3-key-findings-from-forresters-omnichannel-study-on-behalf-of-dac/) instead of relying solely on SEM for immediate results but shorter-term gains. 2. ## Picking out the perfect products Our paid media experts could deploy every media tactic imaginable—Google or otherwise—but quality trumps quantity every time. To determine the right mix in this case, we assessed criteria including: - market size/opportunity, especially in regard to reach; - unique reach by product/platform to reduce overlap; - costs/efficiency benchmarks; - audience targeting capabilities and segmentation; - and, most importantly, measurement and reporting capabilities to validate the impact on a holistic media program. As a Google Premier Partner, we’re involved in new product BETAs as well as ongoing testing and consultation, which keeps us at the forefront of new developments. For example, we traditionally leveraged TrueView for reach campaigns but took advantage of new Video Reach and Ad Sequencing functionality in order to boost efficiency, engagement, and automation in our awareness media efforts. We immediately found that it drove efficient brand lift and reduced cost per lifted user. 3. ## Automation: Part art, part science Being a savvy adopter of automation tech (both in partnership with Google and internally), we know exactly how automation can drive media success and steer almost every client’s business goals forward—as long as it has the guiding hand of one of our expert marketers. In fact, Google has noted that this particular engagement excels against the [Google optimization score](https://support.google.com/google-ads/answer/9061546?hl=en) metric, with a broad mix of Google products, extensions, and automated smart bidding capabilities across media efforts driving best-in-class activations. ![wide angle production line in a car factory](/wpe-content/uploads/2021/09/automation.jpg) Our ongoing balance of art and science is found throughout our work. In a purely mathematical sense, our OLV and CTV activations focused on shaping frequency with efficient brand lift/reach/cheaper cost per lifted user, as well as secondary metrics such as View Rates/CPMs. But longer-term success is where marketing becomes an art form. That’s why we monitor Google brand lift studies and search lift studies to understand creative fatigue, and use those findings to inform the ever-evolving strategy. ## Groundbreaking success in the real world After the chaos of 2020, our automotive client faced unprecedented challenges heading into 2021 to support its 2,000+ retail store locations across the US. Despite strong growth at the peak of the pandemic as a result of consumer behavior shifts and consistent marketing efforts throughout the year, all linear TV advertising was withdrawn from market to trim the budget. DAC was tasked with building an omnichannel strategy—including OLV and CTV—to mitigate the loss of linear TV advertising. The goal was firm but fair: maintain efficient reach and brand health on the reduced marketing budget while ensuring bottom-of-the-funnel leads and sales. We focused efforts to drive efficient reach by choosing Google products and platforms that would target the millennial demographic and our client’s four key personas (High-Profit Customers, Truck/SUV Enthusiasts, Price-Sensitive Customers, and High-Ticket Value Customers) with highly relevant ads. ### Experiments in runtime We utilized YouTube CTV, YouTube TrueView for Reach, and later transitioned to Video Reach and Video Ad Sequencing campaigns with a mix of :06, :15, and :30 spots. We also used Google’s Bumper Machine to effectively create our own cut-down :06 cuts from existing :15 and :30 assets. We saw the greatest success amongst our :06 spots for mass reach and efficient CPMs, with :15 and :30 ads helping to drive higher view rates and engagement. ![YpuTube ad formats](/wpe-content/uploads/2021/09/headerimage_allformats.gif) GIF: Google We chose YouTube CTV specifically as a mass-reach engine based on media consumption trends and behaviors to effectively scale our campaigns in the absence of linear TV. With a target audience focus of millennials, YouTube CTV was the perfect fit to achieve and exceed our client’s mass-reach goals against unique users. Our complementary approach to OLV via YouTube TrueView/Video Reach utilized :06 ads for mass reach with a balance of :15 skippable/non-skippable ads and :30 ads in skippable formats to drive completed views against the most relevant audiences. ### Scale, test, optimize, repeat We deployed a variety of tools to drive success in our Google awareness campaigns, creating individual campaigns targeting specific devices to scale, as well as opting into new video products and format BETAs as soon as they became available (including the aforementioned Video Reach and Video Ad Sequencing). This allowed us to better optimize and scale our awareness efforts to balance unique reach and awareness across our various [formats and creatives](/services/design/). Google’s plethora of audience insights was crucial to the success of our activations, guiding our tactics per target persona. Google Insights Finder and Audience Insights in the UI/Google Analytics were key references in providing additional data and audience segment opportunities beyond the automotive space—tapping into segments including travel, shopping, and tech as other areas where our customers may be. The higher the confidence level and index value, the more likely we were to reach an auto consumer. To optimize towards the lowest cost to reach a unique user, we tested affinity targeting against various topics at the top of the funnel to determine where our audiences were and what performed best in terms of brand lift and cost per lifted user. ### Record-setting outcomes Efficient use of YouTube CTV and an early-to-market advantage contributed to below-benchmark CPMs and above-benchmark brand lift. Customers that were exposed to our ads were 1.5x more likely to search for one of our client’s brands than those who were not. Compared to Google’s analysis of predicted demand growth for our brands, it was recorded that search volume was above this demand prediction by 8.8% in Q1 and by 30% in Q2 due to increased investment in YouTube OLV/CTV and balanced use of these products and platforms. ![SEARCH VOLUME +30% vs. predicted, VIEWERS 1.5x more likely to engage, ROI 30:1 overall](/wpe-content/uploads/2021/09/series-2-stats.jpg) These efforts contributed to peak demand for our client’s brands over a three-year historical time frame—demand that we subsequently captured via paid search, delivering a 30:1 ROI and contributing to record-setting digitally-matched revenue. We also tested a YouTube Masthead activation over a five-day timeframe to support one of our client’s largest retail sales of the year. Google noted that our client was the first in its industry to run this type of activation in the last five years, and the fresh approach effort drove significant impressions at a highly efficient CPM in a short timeframe. It led directly to this sales event’s highest revenue weekend in company history, with Google-supported tactics at the forefront. ## Last up: Lead generation That wraps up this installment of our marketing masterclass! If you missed it, make sure you [swing back to part one](/blog/marketing-masterclass-online-sales/)—a deep dive into one of our most effective online sales campaigns, which deployed the right mix of Google products to drive incredible results in a truly challenging year. Next time, we turn our attention to lead generation. Join us as we go behind the scenes of a paid media engagement that drove an almost-unbelievable 625% increase in leads. See you then! --- https://www.dacgroup.com/insights/blog/strategy/marketing-masterclass-online-sales.md --- title: "Marketing masterclass: Online sales" date: 2024-12-30 published: 2021-09-09 author: "Bhavin Prashad" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Marketing-Masterclass-1.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/marketing-masterclass-online-sales.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/cours-de-maitre-en-marketing-ventes-en-ligne.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/marketing-masterclass-online-sales-3.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/marketing-masterclass-online-sales-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/marketing-masterclass-les-ventes-en-ligne.md" --- # Marketing masterclass: Online sales It’s one thing to talk about transformational growth, but it’s something else to actually go out into the world and *achieve* it—time and time again. So let’s keep it real, shall we? In this three-part series, we’re going to take a closer look at some of our most successful Google-oriented campaigns in three distinct digital marketing arenas: Online sales, brand awareness, and lead generation. From strategic inception to tangible outcomes, we start with the definitive “Show, don’t tell” story of an exceptionally effective ecommerce campaign. Here’s how we exceeded all expectations for a valued client during a truly tumultuous time for retailers everywhere—and made the best possible use of our partnership with Google. 1. ## Map out your master plan ️ Broadly speaking, our strategic process begins with a single question rooted in a problem, challenge, or goal our client is facing. To begin answering that question, we gather insights and recommendations from every relevant subject matter expert—in analytics, content strategy, CRM, media, SEO, and more—to form a cohesive, realistic, and well-rounded strategy that covers aspects including: - What digital tactics drive the business outcome? - What can we measure? - How do we measure it? - How and where can we tie tangible business outcomes to our plan? - Can we deploy and coordinate best-in-class technology at scale? After defining a timeline to tie tangible actions to each step of the strategy (ideas are great, but organized, actionable, realistic ideas are better!), we move on to execution, calling on our sheer depth of expertise—and strong partnerships with vendors—to diligently and intelligently move through build, launch, and growth. 2. ## Measure your media mix ️ Media planning across Google products demands historic analysis and alignment with each client’s seasonal calendar and business growth objectives. After evaluating the potential for growth of online sales from existing products, we work closely with our Google Account Strategists to determine net new products that align to sales growth. ![Google office signage](/wpe-content/uploads/2021/09/google.jpg) Our relationship with Google, in fact, has become essential, and we’re among the first to know about upcoming product release information, betas, and in-platform training and troubleshooting. Although [media specialists at DAC](/services/digital-media/) are usually dedicated to specific clients, we tap into the diverse, hands-on experience across our entire media team to better assess product mix—whether they’re based in the same office or on the other side of the Atlantic. Finally, we work closely with our clients to align Google products to their marketing plan, which focuses our view on specific products, categories, themes, and patterns by month. Can we support creative and content needs for these ad types? Are we able to target the right audiences with these products? Each month we meet with our client contacts to align media plans to marketing plans. 3. ## Embrace automation Automated bid strategies such as Target ROAS, Target CPA, and Target IS are helping to drive ongoing growth across our client programs. For instance, in 2019 we tested the first use of automated Smart Bidding strategies against branded search campaigns for a high-profile client. This client program—which we will consider in greater detail from this point on—now exclusively uses automated bidding methods across the entire portfolio of Google products, including Shopping and Dynamic Display. Smart Bidding has given us the confidence and ability to gradually scale spend while homing in on specific and measurable targets. Such automation is not only driving performance at scale; it also allows our specialists to spend more time on keyword growth, budget optimization, testing plans, and assessing incremental opportunities. In short, we have more time to hone our craft through in-depth analysis of performance data across all digital channels. ![The conversion funnel](/wpe-content/uploads/2021/09/smart-bidding.jpg) Graphic: Google In addition to Smart Bidding, we have also embraced Smart Shopping in the past year. This feed-driven tactic allows fast segmentation of products and integration of new products on the fly, while creating a direct link between Google users searching for new products and our client’s full catalog. Outside of Google’s robust suite of automated ad products, we also use internal data automation from [multiple data streams](/services/data-analytics/) to report on program performance and conduct ad-hoc analyses—covering everything from customer data and sales metrics to website and product feed performance. 4. ## Assess your successes A successful online sales campaign is one that delivers the right content to the right audience at the right moments to drive measurable improvements in both sales and brand engagement—for example, selling more coats to 18-25-year-olds or more suitcases to in-market travelers. Of course, “improvement” can also mean less of something, such as reducing spend in product categories where local or organic channels are already providing steady sales streams. Either way, a successful campaign is one that delivers against agreed-upon objectives, moving the needle for our client’s sales portfolio in the direction that makes the most sense for their business. Naturally, our measurement strategies vary by client but the principle remains the same: take robust, accurate data and tie it to tangible business outcomes. If such a strategy reveals the impact of each dollar spent—from initial click to online sale—we have a feedback loop that fuels performance improvement. The Google Marketing Platform of products allows for end-to-end integration with our clients’ websites and product feeds, with channel-agnostic data in Google Analytics directly informing Target ROAS automated bid strategies in Google Ads that optimize campaign performance. This setup allows us to measure click to sale, dollar spent to dollar earned, and apply that data to Google’s algorithm and audience at scale. ## Putting principles into practice Let’s revisit our high-profile client, whose retail vertical faced very real and unique business challenges since the onset of the pandemic. As travel slowed, people stayed home, and retail stores closed, sales of bags, suitcases, and other travel accessories plummeted. Face masks and scrubs, on the other hand, quickly became high-growth online retail categories. In order to successfully pivot, the business had to: - retool production; - reprioritize operational efforts; - understand new consumer demand signals to inform product development. On our end, we maximized our client’s ecommerce presence to capture more users online, using Google’s data and resources to anticipate pandemic trends including widespread advertiser suppression and the aforementioned rise of face masks and scrubs. ![Face masks](/wpe-content/uploads/2021/09/face-masks.jpg) To begin, we took a measured, two-fold approach to advertising: continue to spend against lower-funnel sales tactics with a daily focus on results, and reduce upper-funnel customer acquisition tactics in the nascent pandemic landscape. Taking calculated risks to capitalize in a space where many advertisers were ceasing to spend, at a time where customers were rapidly shifting their attention online, was a key driver of success (hats off to our client team for keeping the opportunity goggles on tight and trusting us to help steer the ship to a very new space!). ### A potent product mix We combined Search, Shopping, and Dynamic Display Ads to drive online sales, all tracked against web channels in Google Analytics. Each of these Google products played a pivotal role in generating significant year-over-year growth in an unpredictable environment. The two main factors that drove our Google Ads product mix were **visibility** and **performance**. To ensure coverage as users started searching more for our client’s branded products online, we deployed intent-driven tactics—including Search, Shopping, and Dynamic Remarketing on the Google Display Network (GDN)—capturing users who exhibited brand affinity and expressed interest in specific products and categories. ![SHOPPING +80% ROAS YoY, NON-BRAND +100% revenue gain, SSC +50% ROAS efficiency](/wpe-content/uploads/2021/09/series-1-stats.jpg) Beyond visibility, we focused on high-performance areas from the pre-pandemic era. Shopping, for instance, had shown +80% year-over-year ROAS growth. Dynamic Prospecting allowed us to quickly roll out new customer acquisition tactics with little creative development on top of already-successful GDN Dynamic Remarketing campaigns. Non-brand search, long considered a brand discovery tactic, began to show +100% revenue gains without increased spend. Users who were previously discovering online and buying in store were now discovering online and buying online. In some areas, we scaled existing campaigns to reap the benefits of a less crowded competitive landscape. In other areas, we expanded coverage. We partnered with our Google team to enable a split traffic test beta for Smart Shopping Campaigns (SSC), where standard Shopping campaigns served 50% of the time and SSC the other 50%. SSC campaigns drove +50% ROAS efficiency while unlocking more reach and scale potential (because it leverages the entire feed and serves across Shopping and Display inventory). ### Results that speak for themselves We see significant growth when assessing the performance of our entire portfolio of Google products since the pandemic hit. - Our client’s media investment on Google has grown +18%, yielding **+76% revenue growth** year over year. - **Online orders have surged +82%**. - Even when we include both Black Friday/Cyber Monday weekends and holidays (2018 and 2019), which skew this date range comparison, Google investment is +14% yielding +52% revenue growth. - On average, the program’s ROAS has become 34% to 50% more efficient since focusing on Google Ads diversification. - Since the newly launched Smart Shopping Campaign test, we’ve been able to invest +50% in Google Shopping, driving **+220% revenue growth**. One of the greatest benefits is the long string of historic data we gathered to optimize against. We’ve driven sustained year-over-year growth across all tactics, even as the world started shifting back to a certain degree of normality in recent months. When the travel market slowed down, we focused on selling more of what was trending up. Sales rose for smaller bags and plush throws as customers traveled more lightly and spent more time getting cozy at home. Thanks to our client’s impressive speed to market in developing masks, an uptick in revenue offset some of the decline in other product categories. Leveraging automated and dynamic ad tactics allowed us to maintain and scale online sales from new product areas as the market changed rapidly. In the end, this digital marketing program drove +52% more revenue year over year (2020 vs. 2019), with just a 5% increase in digital marketing investment—and the collective decision to support more media on Google through diversification of Google Ads and expansion of top performers was arguably the single most significant pillar of growth. ## Next up: Brand awareness DAC’s partnership with Google is by no means our only collaboration with an industry leader. But it does inform our thinking and planning across a huge range of performance marketing campaigns, especially when those campaigns need to be effortlessly scalable from day one. Next time, join us for a case study in brand awareness for one of the world’s premier automotive brands; a campaign that uses video to generate demand and paid search to capture it, delivering an almost-unbelievable ROI of 30:1 (no, really!). [GO TO PART TWO](/blog/marketing-masterclass-brand-awareness/) --- https://www.dacgroup.com/insights/blog/creative/user-generated-content-the-good-the-bad-and-the-ugly.md --- title: "User-generated content: The good, the bad, and the ugly" date: 2024-12-30 published: 2021-08-04 author: "Kim Marcil" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/good-bad-ugly.jpg" categories: - name: "Creative" url: "/insights/blog/creative.md" tags: - name: "GMB" url: "/tag/gmb.md" - name: "Google My Business" url: "/tag/google-my-business.md" - name: "Google Q&A" url: "/tag/google-qa.md" - name: "online reviews" url: "/tag/online-reviews.md" - name: "reputation management" url: "/tag/reputation-management.md" - name: "responding to reviews" url: "/tag/responding-to-reviews.md" - name: "UGC" url: "/tag/ugc.md" - name: "user-generated content" url: "/tag/user-generated-content-2.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/creative/user-generated-content-the-good-the-bad-and-the-ugly.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/creative/le-bon-le-mauvais-et-le-laid-du-contenu-genere-par-les-utilisateurs.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/creative/user-generated-content-the-good-the-bad-and-the-ugly-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/creative/contenu-cree-par-les-utilisateurs-le-bon-la-bete-et-le-truand.md" --- # User-generated content: The good, the bad, and the ugly If you manage your business’s local presence online, you know that content uploaded by users, or user-generated content (UGC), can cause headaches. Our clients often ask us about fundamental issues like users suggesting inaccurate edits, uploading photos that do not always portray the business well, and answering other users’ questions before the business itself has a chance to respond. While we understand that owners and managers can feel uncomfortable when they don’t have complete control over what is published on their business listing, it is important to realize that UGC, when well managed, can have a positive impact on Google rankings and conversion rates. Therefore, it is vital to closely monitor the content provided by users on your listings. In short, engagement with UGC is likely to be good—the key is to make sure it benefits your business. Here’s how. ## Suggested edits: Get your information right Users can suggest edits to any information that is already published about your business on Google, including the name, primary category, location (pin), opening hours, phone numbers, and more. Although listings owners should be prompted to accept or reject the suggested edits via email or the [Google My Business (GMB)](/services/local-presence-management/google-my-business-management/) dashboard, we know that some edits will end up being published if the owner fails to respond in time. It’s another compelling reason to review your listings as often as possible. For its part, Google encourages users to update inaccurate information. To avoid relying on crowdsourced edits, ask yourself questions like: - Are my listed hours still accurate? - Are my contact details consistent across every platform? - Does my listing data correspond with information on my website? If you notice even a minor discrepancy, it may explain why users are attempting to change your listed information. Receiving frequent suggested edits is a strong indication that your local information is either inaccurate, out of date, or inconsistent from site to site. There is also, of course, the matter of customer satisfaction. Inconsistent local data isn’t only damaging to your search rankings—it can also direct potential customers to the wrong location, prompt them to visit when the business is closed, or have them call the wrong phone number. If someone wants to go to your physical location, it shouldn’t be hard for them to do so. Keep a close eye on user-suggested edits. ## Photos: A hugely underrated promotional tool Google tends to prioritize photos “From the Owner” ahead of photos uploaded by users simply because such photography generally garners significantly more views. If the business neglects to add its own photos, user-submitted snaps will show instead. At the very least, you should upload your logo and storefront so that people searching for you will recognize your brand. ![Closeup front view of a couple at a restaurant taking shots of their meal in order to post it online. It's seems very strange if you do not do this nowadays.](/wpe-content/uploads/2021/07/food-photography.jpg) Even though client photos are not always high quality—captured with a phone, with bad lighting and blurry focus—they can still help other people find what they are looking for, or help them make the decision to visit your location or not. For example, a customer may be enticed to a restaurant by photos of the food, not caring whether it’s professional photography, an amateur effort, or a combination of both. ## Comments: Customer service starts here No one likes getting bad reviews. But even if critical comments sometimes seem rude and unfair, Google will not take them down simply because the business doesn’t like them. In fact, Google discourages any form of “review gating” that would create a misleadingly positive impression of your business. Someone complains that the service was not that great? Take this as an opportunity to chat with your staff. As for the listing itself, it is paramount that you [respond to all reviews](/blog/change-your-stars-how-to-respond-to-online-reviews/) —the bad ones AND the good ones. ![](/wpe-content/uploads/2021/07/ugc-reviews.jpg) Note that Google will show the most relevant and most recent reviews in the preview and at the top of the list. If a reviewer was particularly pleased with his or her experience, post a response that not only thanks them but includes target keywords, encourages them to return, and asks them to spread the good word to friends and family. Lastly, customers often do not think about leaving reviews, so it is important that you make it easy for them to do so—such as QR codes on the receipt, emails sent after a purchase, or an automated message after checkout redirecting to the Google listing. These tactics are proven to be effective to generate fresh review content. ## Questions & Answers: Is your information clear? Any user can publish in the [Q&A section of a Google listing](/blog/what-is-google-question-hub-and-why-is-it-a-potential-game-changer/) to communicate directly with the business, ask general or specific questions, and inform others as a result. Make sure you keep an eye on Q&A content because those people asking questions generally have some level of intent to visit your business. Remember that anyone can post answers to questions, so try to get in there first! You can squeeze more juice from Google Q&A by publishing your own questions and answers. For instance, if a public holiday is coming up and you’ve already updated your listing’s Special Hours, you may still want to make sure users are aware that your business will be closed or operating on shorter hours. If you tell your customers before they ask, you’re saving them (and your employees) valuable time. ![](/wpe-content/uploads/2021/07/velo.jpg) ## Turn those frowns upside-down Some business owners may assume that most if not all user-generated content is low quality, irrelevant, or even libelous. But that simply isn’t the case. By actively monitoring and engaging with your clients through the different elements of the Google listing, you create opportunities to collect valuable feedback from your customers, understand what appeals to them, and confirm that the information displayed about your business is accurate. A little constructive feedback will not hurt your business’s reputation as badly as you may think—as long as you act on it quickly and appropriately. That’s easier said than done, of course, but that is where our local search experts step in… LET’S TALK --- https://www.dacgroup.com/insights/blog/strategy/how-were-making-every-day-earth-day.md --- title: "How we’re making every day Earth Day" date: 2026-01-09 published: 2021-04-22 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/EarthDay-2021.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" tags: - name: "carbon emissions" url: "/tag/carbon-emissions.md" - name: "carbon footprint" url: "/tag/carbon-footprint.md" - name: "Earth Day" url: "/tag/earth-day.md" - name: "eco-friendly" url: "/tag/eco-friendly.md" - name: "sustainability" url: "/tag/sustainability.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/how-were-making-every-day-earth-day.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/how-were-making-every-day-earth-day-2.md" --- # How we’re making every day Earth Day > “We have forgotten how to be good guests, how to walk lightly on the earth as its other creatures do.” –Barbara Ward As we celebrate Earth Day, we are reminded to be kinder to our planet—today and every day. In this post, we take a closer look at how DAC is working to reduce our carbon footprint. We’ll also explore the daily choices we can make as individuals to build a more sustainable lifestyle. Ready to go green? Let’s dive in! ## Eco-friendly initiatives at DAC Long before [working from home became our new normal](/blog/our-lasting-adaptations-will-create-the-new-normal/), we worked hard to make every DAC office as green as possible. We have already implemented several eco-friendly strategies across our offices, including: - Using reusable and/or compostable glasses, mugs, plates, cutlery, and straws - Stopped purchasing products in plastic containers where possible - Promoting proper recycling in the office - “Think before you print” to reduce paper consumption - Switching off lights when not in use; using timers and motion sensors to reduce energy waste; upgraded many lightbulbs to halogen or LED for longevity - Switching off power to equipment when not in use; avoiding leaving things plugged in unnecessarily - Partnering with the Electronic Recycling Association (ERA) to donate and recycle old IT equipment, including computers, laptops, printers, monitors, and cables - Buying in bulk to avoid excessive plastic waste - Managing office thermostat to save energy - Improving indoor air quality with plants ## What else will we be doing? When we’re able to travel again, we will be mindful about our travel choices. While [we work very effectively remotely](/blog/how-to-stay-creative-when-working-from-home/), we recognize the value of in-person connection. When we decide to travel going forward, DAC will donate money for every mile we fly to [The Coalition for Rainforest Nations](https://www.rainforestcoalition.org/) to help offset our carbon footprint. ![Group of people participating in eco-friendly Earth Day activities](/wpe-content/uploads/2021/04/Earth-Day-2021-body-image.jpg) ## How can YOU make a difference? Earth Day efforts don’t end in the DAC offices. We encourage our employees and our community at large to make more [eco-friendly choices](/blog/the-rise-of-conscious-consumerism/) in their day-to-day lives—every small step counts! Here are a few ideas to get you started: - Be mindful of what you throw away. Can it be donated? Recycled? Upcycled? Composted? The dumpster should be the last resort - ️ Bring reusable bags to the grocery store—stash them in your car or by the door so they’re always on hand - ♻️ Swap single-use plastics such as sandwich bags, cling wrap, and straws for reusable alternatives like silicone snack bags, beeswax wrap, and metal straws - Green your beauty routine—switch to personal care and cosmetic products with ingredients that are friendlier on both the environment and your body - ❎ Unsubscribe from unwanted emails—a single standard email can leave a 4g carbon footprint Looking for more ways to go green at home and beyond? **[Check out our 40 tips for eco-friendly living](https://f.hubspotusercontent10.net/hubfs/5408011/40%20Tips%20for%20Eco-Friendly%20Living.pdf)**. Together we can make an impact! --- https://www.dacgroup.com/insights/blog/strategy/3-key-findings-from-forresters-omnichannel-study-on-behalf-of-dac.md --- title: "3 key findings from Forrester’s omnichannel study on behalf of DAC" date: 2024-12-30 published: 2021-04-20 author: "dwelsh" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/forrester-blog.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" tags: - name: "Forrester Consulting" url: "/tag/forrester-consulting.md" - name: "Jay Baer" url: "/tag/jay-baer.md" - name: "marketing research" url: "/tag/marketing-research.md" - name: "omnichannel" url: "/tag/omnichannel.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/3-key-findings-from-forresters-omnichannel-study-on-behalf-of-dac.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/3-constatations-cles-de-l-etude-omnicanale-realisee-par-forrester-pour-dac.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/3-wichtige-erkenntnisse-aus-forresters-omnichannel-studie-im-auftrag-von-dac.md" --- # 3 key findings from Forrester’s omnichannel study on behalf of DAC Omnichannel offers seamless, continuous customer experiences across online and offline touch points. If you get it right, you’ll drive both customer and financial growth. But if you get omnichannel wrong (or don’t bother at all), the opposite will be true: you’ll frustrate even your most loyal customers and erode your marketing ROI. Although the stakes are higher than ever, omnichannel remains a highly misconstrued concept; a decade-long conversation with countless false starts and red herrings. That’s why we commissioned Forrester Consulting to dig a little deeper. The resulting study, [Create Competitive Differentiation By Integrating Your Digital And Physical Experiences](https://info.dacgroup.com/dac-forrester-omnichannel-report-2021), surveyed 256 marketing leaders (director-level and above) to assess the current and future state of omnichannel, explore the greatest challenges facing B2C brands, and reveal the key activities to bolster omnichannel success. These are our three key findings. 1. ## The future will not be 100% digital At the onset of the pandemic, we predicted that [the new normal would be shaped by our collective efforts to adapt](/blog/our-lasting-adaptations-will-create-the-new-normal/)—commercially, culturally, and personally. That prediction has largely held true. The last 12 months have not only accelerated developments in logistics, ecommerce, and data analytics, but brought about a sea change in our attitudes towards home working and conscious capitalism. The rate of change has been breathtaking, with an increasing number of organizations finally getting to grips with the concept of [digital transformation](/blog/podcast-rewind-3-lessons-learned-about-digital-transformation/). But make no mistake: the future will not be entirely online. Instead, our new normal demands both digital *and* in-person excellence. Look no further than the excitement generated by lockdown easing and the increasingly common sight of people delighting in simple physical experiences, from café lunches to long-overdue hair appointments. By the same token, the most successful marketing strategies—today and in the years to come—will offer comprehensive omnichannel experiences through seamless digital and in-person interactions. The only problem? Let’s move on to the next point to find out… 2. ## Most marketing strategies are not omnichannel Forrester found that only 15% of surveyed organizations have truly seamless omnichannel strategies. To put it bluntly, current approaches are stuck in the past as the majority of marketers continue to treat digital experiences and physical experiences as two distinct, disparate journeys. !["Which of the following reflect your organization's current omnichannel experience?" 15% in-person and digital experiences are completely seamless; 49% in-person and digital experiences are mostly integrated; 26% in-person and digital experiences are somewhat integrated; 10% in-person and digital experiences are mostly independent from one another. Base: 256 director level and above decision-makers responsible for their organization's marketing strategy and/or digital experience strategy. Source: A commissioned study conducted by Forrester Consulting on behalf of DAC Group, February 2021](/wpe-content/uploads/2021/04/forrester-graphic.jpg) At key stages of the customer journey, most brands are leveraging online or in-person tactics in isolation—never in coordination. Their process is stifled further by various technology and reporting deployments failing to connect with one another, undermining every effort to create [cohesive customer experiences](/blog/podcast-rewind-jay-baers-5-priceless-insights-into-customer-experience/). This trend varies widely by industry and by region. Just 8% of surveyed retailers, for instance, claim to offer completely seamless experiences compared to 25% of financial services organizations. Meanwhile, 19% of North American business leaders made the same claim compared to just 13% of their European counterparts. So the journey towards an omnichannel future will not be linear—but what, exactly, is holding us back? Forrester identified three main barriers: - #### Process inefficiencies Although many B2C organizations have abundant data sources at their disposal, they still struggle to derive actionable insights (85%), identify the right tools and technology (77%), and maintain unified customer profiles across channels (77%). - #### Fragmented customer journeys Consumers are forced to choose between digital and physical touch points across key stages of the lifecycle. Fewer than half of them—and, in some cases, just one-quarter—are able to seamlessly engage with brands both in-person and online. Such brands are aware this is happening, but don’t know how to start building cohesive experiences. - #### Siloed marketing efforts With most organizations deploying standalone silos for in-person and digital experiences, it’s no surprise that only one-third of respondents feel their key channels (website, social, app, paid search) are very effective at driving discovery of their products/services and acquiring new customers. 3. ## Effective omnichannel brands prioritize physical stores It’s not enough to offer experiences that only *appear* to be omnichannel without any of the joined-up thinking underneath. To drive meaningful growth, B2C organizations first have to capitalize on the renewed importance and appreciation of brick-and-mortar locations. Decision-makers know this all too well, with 75% of respondents acknowledging that their physical stores will be important or critical to overall business performance over the next three years. ![Man walking across the shop floor of an electronics store](/wpe-content/uploads/2021/04/in-person.jpg) For forward-thinking brands, this in-person renaissance is likely to include maximizing the value physical experiences can provide (e.g. interacting with a product and/or product expert), nurturing trust by investing in a local presence, and utilizing localized media for a more personalized touch. Of course, location is only one aspect. As the study reveals in full, the most effective omnichannel strategies also prioritize data—quantitative and qualitative—and formalize efforts to generate actionable insights. ## Take the first steps towards omnichannel There’s no question that omnichannel creates complex challenges for most B2C businesses, and there’s no doubt that these challenges have to be faced sooner rather than later. In Forrester’s own words: > Brands must address the seamless \[customer\] experience now to remain profitable—but understanding where to start can be just as intimidating as addressing challenges. So… what’s next? Start by downloading your free copy of the study, which includes a series of practical recommendations. For instance, **investing *now* in different types of media is a great way to lay the foundations of a seamless strategy**. Evaluate your current media and content (paid, owned, earned; from national to local) and re-imagine how you can blur the line between digital and physical in order to reach the right people with the right message at the right time. With your insights in hand, revisit our [omnichannel webinar](/discover/events/physical-digital-national-local-how-to-thrive-in-an-omnichannel-future/) with Jay Baer and Forrester’s Collin Colburn, then hit play on the [omnichannel episode of Inside the Funnel](/blog/podcast-rewind-4-takeaways-from-our-omnichannel-episode/), our podcast for marketing nerds, aficionados, and decision-makers. Finally, schedule a friendly chat with DAC, one of the world’s most significant Performance Marketing Agencies—and the authority on Enterprise-to-Local marketing. [DOWNLOAD THE REPORT](https://info.dacgroup.com/dac-forrester-omnichannel-report-2021) --- https://www.dacgroup.com/insights/blog/local-search/rethink-your-tactics-to-turn-virtual-traffic-into-physical-traffic.md --- title: "Rethink your tactics to turn virtual traffic into physical traffic" date: 2024-12-30 published: 2021-04-15 author: "Marc-Antoine Lemay" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/iStock-1202205418.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "CX" url: "/tag/cx-4.md" - name: "local listings" url: "/tag/local-listings-2.md" - name: "location pages" url: "/tag/location-pages.md" - name: "omnichannel marketing" url: "/tag/omnichannel-marketing-6.md" - name: "store locator" url: "/tag/store-locator.md" - name: "ux" url: "/tag/ux.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/rethink-your-tactics-to-turn-virtual-traffic-into-physical-traffic.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/repenser-ses-pages-d-accueil-transformez-votre-trafic-virtuel-en-trafic-physique.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/uberdenken-sie-ihre-taktik-um-virtuellen-traffic-in-physischen-traffic-umzuwandeln.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/rethink-your-tactics-to-turn-virtual-traffic-into-physical-traffic-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/local-search/repensez-vos-strategies-pour-transformer-votre-trafic-virtuel-en-trafic-physique.md" es: "https://www.dacgroup.com/es/descubre/blog/local-search/reconsideremos-las-tacticas-para-convertir-el-trafico-virtual-en-fisico.md" --- # Rethink your tactics to turn virtual traffic into physical traffic As businesses continue to navigate regional re-openings, lockdowns, and capacity limits, they are understandably focusing on adapting their physical stores to offer the best customer experience possible. The very same customers are planning their trips in greater detail—either to limit their risks or simply avoid wasting their time—which means it’s never been more important for local businesses to [provide all the necessary information online](https://www.pwc.com/ca/fr/industries/retail-consumer/consumer-insights-2020.html). That, of course, is easier said than done across countless channels. Whether it’s a smartphone user looking up opening hours on Google Maps or a family researching local restaurant deliveries, active and passive interactions with a business’s local online presence are often the most important touch points in the journey to purchase. So, how do you make sure that everything goes well? 1. ## Organize your local information The first step is to organize your local information. It’s a relatively straightforward task for one-off businesses, but things become considerably more complex for large, multi-location brands. That’s why we recommend working with a partner that not only owns the technology to take the heavy lifting out of local listings management, but can also [proactively manage your local presence](/services/local-presence-management/) to maximize visibility, performance, and growth. ![Laptop displaying DAC's proprietary Local Rank+ software for local marketing](https://www.dacgroup.com/wp-content/uploads/2024/12/local-rank.jpg) Once your information is properly managed and distributed, local audiences are easily able to find what they need from you, especially in maps channels. But remember that these environments are highly interactive, offering various ways to communicate with users beyond opening hours, phone numbers, and street addresses. With more options available with every passing month—click to call, review responses, imagery, [Google Posts](/blog/3-ways-google-posts-can-help-you-win-this-holiday-season/), direct messaging—marketers need to decide what kind of information should be presented upfront without requiring a click-through to a website. ### Ask yourself why a user would want to continue to your website: - Do they have questions the search results failed to address? - Have they reached a particularly involved point in their journey to purchase? - Would they be better served by a homepage or a landing page built specifically for a specific location? Ultimately, it’s a case of finding the right balance between owned content on your site and earned content on the SERP—and you can be sure that the scales will tip towards the latter over time. 2. ## Master the art of the welcome A store locator, with [pages for each location](/local-marketing-platforms/location-pages/), represents one of the many entry points on a website, making it an introduction to your brand. This traffic is highly relevant because it comes from two major axes: local search in Google (or any other search engine) or a search in a map environment. In these two cases, user behavior likely indicates intent to purchase. After all, [88% of consumers who make a local search on their mobile device visit a location based on their search in the following seven days](https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/local-search-to-store-visit-statistics/). Of course, a good location page should not only offer basic information but *continuity* in the consumer journey to increase the likelihood of a conversion. In recent years, we have developed and optimized a store locator experience for a major restaurant chain. This undertaking included an overhaul of the approach to local SEO, website content, UX, and design, as well as the measurement and analytics strategy. The goal was to create an optimal experience for search engines and end users alike. As such, our location pages dynamically update according to each user’s origin. ![Local landing page for a restaurant](/wpe-content/uploads/2021/04/acme-lp.jpg) Each location page offers the technical elements required for good SEO visibility, such as contact information, meta data, and schema markup. But there’s also information relevant to the user, including: a map for direction; call-to-action buttons to order online or over the phone; an array of promotions, rebates, and local specialties; and comments from other users. The ultimate objective was to build the most relevant experience possible for the user so that their visit translates into a conversion—either digital or physical, but always local. In less than two months, we increased organic clicks to local pages by 61% and drove a 23% surge in online orders. 3. ## Put your customers at the heart of your strategy If we take the process to its next iteration—and start to build a true [omnichannel strategy](/blog/podcast-rewind-4-takeaways-from-our-omnichannel-episode/)—we could leverage first-party data to maximize relevance for the user. - Is it my first visit to this website, my first visit in the last 90 days, or am I a regular visitor? - Do I usually order delivery or pick-up? - Which menu items did I order last time? And the time before that? - Do I have any known dietary requirements? Ideally, the location page should be able to take all of these factors into account to offer a truly seamless experience. Never again would users be presented with ineligible offers, such as a 10% discount for subscribing to a newsletter they already receive… ## Upgrade your customer experience From local search fundamentals to dynamic location pages to fully fledged omnichannel strategies, our unique [Enterprise-to-Local approach](/discover/white-papers/enterprise-to-local-digital-marketing-playbook/) is proven to drive transformational growth. Want to know more? Let’s talk. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/everything-you-need-to-know-about-bilingual-business-listings.md --- title: "Everything you need to know about bilingual business listings" date: 2024-12-30 published: 2021-03-24 author: "Kim Marcil" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/bilingual.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/everything-you-need-to-know-about-bilingual-business-listings.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/tout-ce-que-vous-devriez-savoir-a-propos-des-fiches-d-entreprises-bilingues.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/alles-was-sie-uber-zweisprachige-firmeneintrage-wissen-mussen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/everything-you-need-to-know-about-bilingual-business-listings-2.md" --- # Everything you need to know about bilingual business listings Consumer-centric experiences have been Google’s main focus in recent years. As a result, the search giant no longer collects listings information from businesses alone. Instead, the content shown on local listings is generated by the both business itself and its consumers (e.g. reviews, Q&A, suggested edits, etc.). The language in which the information is shown in local listings depends on the location of the user, the default language settings of their browser, and the language the business chooses to share information in. So, if you are running a business in a multilingual city—or if you just want to be thoughtful of tourists—how should you enter your information in Google My Business (GMB) to ensure the best possible experience for users? Let’s take a closer look (and don’t miss your free [cheat sheet](https://f.hubspotusercontent10.net/hubfs/5408011/Infographics/GMB%20Cheat%20Sheet.pdf)!). ## Google does not translate everything automatically Businesses may notice that not all sections in the Google listing are automatically translated. In addition, the quality of translations varies wildly between the pre-designed fields and the manual entries you will add. - When filling out items like amenities, categories, and hours, the business is forced to choose from a pre-existing list made by Google. Those are automatically translated and are changing based on the browser language. - Manual entries, like business descriptions and addresses, are not translated by default. - As for user generated content (UGC), like reviews and questions, Google translates when it can detect the language. Translations are not guaranteed to be accurate as the engine does not always catch subtleties like sarcasm or ironic tones. As always, we recommend you respond to reviews in the language of the user, and while Google will not be able to translate this content perfectly for other people, GMB does display the reviews in the language of the user first. ![Google My Business listing for a Simons department store](/wpe-content/uploads/2021/03/simons-listing.jpg) ## The three areas to prioritize for bilingual listings 1. ### Business description ✍️ The maximum number of characters for the Google description is 750. If having both languages is important for your business—and you have enough space to add a translation—make sure to put the predominant language first as only the first few hundred characters are shown before clicking on the \[MORE\] button is required. Not sure what is best for your market? Try an A/B test with a few of your listings. 2. ### Respond to reviews and utilize Q&A Since the user’s content is automatically translated, make sure you reply in the same language for a better customer experience. However, to make sure your answer will make sense and convey your message properly, test the translation with Google Translate first. We know from experience that content translated from French to English comes out better than English to French. 3. ### Embrace Google Posts ✉️ There is, unfortunately, no two-language setting for Google Posts. Posts are also given very limited real estate in the overall context of the listing. With so little room for title and description, we recommend publishing separate Google Posts for each language required. The call to action button, however, will be automatically translated. ## Review, publish, review again Once your GMB listing is ready to go, you can see how it looks in both the Search and Maps environments. Look up your listing in different search browsers and in different languages. This might seem like a lot of work, but keep in mind that GMB is not only critical to higher rankings on Google, but also an essential part of providing the best user experience to your customers. For businesses relying heavily on tourism or located in bilingual markets (such as Montreal), optimizing GMB listings can really make a difference for users. Why? Because it not only speaks better to target audiences (literally!), but also improves the customer experience overall. Remember also to keep your listings up to date and optimized; an endeavor that demands ongoing troubleshooting, like [reporting and removing spam listings](https://www.youtube.com/watch?v=3lzsl62qYrc). The local listings ecosystem and features are constantly changing as Google continuously tries to improve UX for all users. Not sure how to keep up or get ahead? Let’s chat! GET IN TOUCH [![DAC's cheat sheet for bilingual listings in Google My Business](/wpe-content/uploads/2021/03/GMB-Cheat-sheet-1-scaled.jpg)](https://f.hubspotusercontent10.net/hubfs/5408011/Infographics/GMB%20Cheat%20Sheet.pdf) --- https://www.dacgroup.com/insights/blog/paid-media/googles-quiet-move-responsive-search-ads-are-now-the-default-format.md --- title: "Google’s quiet move: Responsive Search Ads are now the default format" date: 2024-12-30 published: 2021-02-22 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/chess.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" tags: - name: "digital advertising" url: "/tag/digital-advertising.md" - name: "ETA" url: "/tag/eta.md" - name: "Google" url: "/tag/google.md" - name: "Responsive Search Ads" url: "/tag/responsive-search-ads.md" - name: "RSA" url: "/tag/rsa.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/googles-quiet-move-responsive-search-ads-are-now-the-default-format.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/un-lancement-discret-google-fait-des-responsive-search-ads-le-format-par-defaut-des-annonces.md" de: "https://www.dacgroup.com/de/einblicke/blog/paid-media/googles-stiller-schachzug-responsive-search-ads-sind-jetzt-das-standardformat.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/googles-quiet-move-responsive-search-ads-are-now-the-default-format-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/paid-media/un-lancement-discret-google-fait-des-responsive-search-ads-le-format-par-defaut-des-annonces-2.md" --- # Google’s quiet move: Responsive Search Ads are now the default format If you are anything like me, you watched The Queen’s Gambit and now fancy yourself a learned chess player and scholar. As such, Google’s announcement that [responsive search ads, or RSAs, are now the default ad format in Google Ads](https://support.google.com/google-ads/answer/10434300) reminds me of a very particular chess tactic: the quiet move. A quiet move is a [move that does not a capture, check or immediately threaten the opposition](https://chessimprover.com/quiet-moves/#:~:text=By%20definition%2C%20quiet%20moves%20are,on%20a%20more%20active%20square).). As of this writing, Google’s move to make RSAs the default ad format only amounts to a change in the UI, where Google will prompt advertisers to create an RSA instead of an ETA when first building an ad group. ETAs can still be created and RSAs can be ignored. On the surface, nothing gained and nothing lost—but quiet moves are designed to incrementally improve one’s position, make an attack easier to mount, and more effective when one does. If you’ll indulge me, I’d like to continue to look through Google’s changes with an eye on their endgame. - ## The opening A chess opening is the early stage of a game where each player seeks to develop their pieces and pawns in a way that will be advantageous once the action starts to mount. Advertisers and Google have been jockeying for position for years. ![Seattle, USA - Feb 4, 2020: A one way street sign by the new Google building in the south lake union area late in the day.](/wpe-content/uploads/2021/02/google.jpg) Google launched Enhanced Campaigns in 2013, removing device-specific campaigns but adding the ability to bid based on contextual signals like location and device. For those still indulging my chess analogy, this was e2-e4, a strong and classic opening. - ## The middle game From there, Google brought bid strategies into the platform, added an additional ad slot above organic listings, created Dynamic Search Ads, removed average position reporting and bidding, added feed-based shopping listings, expanded text ads, introduced optimization scores, conducted a [recent match type update](/blog/google-depreciates-broad-match-modifier-keywords-what-you-need-to-know/), removed long-tail queries from SQRs, added automated location extensions, and, of course, unveiled responsive search ads. For every automation, advertisers have steadily countered the loss of control with defensive moves like [negative pathing](https://www.linkedin.com/pulse/negative-pathing-how-use-keywords-improve-every-keyword-brian-coccaro/?trackingId=MnyPDlt7R0mXqzIWa6%2F06Q%3D%3D), location-specific campaigns, and even the way broad match modified keywords were used in the industry. Ng1-f3, Nb2-c6, Bf1-c4, and so on and so forth. Development of pieces that we all believed gave us the best chance to win, or at least survive until the endgame. - ## The quiet move That brings us to the latest announcement. Google made a small move that did not attack advertisers’ ability to run search campaigns. It did not remove manual bidding, like Microsoft announced last week. It did not replace keywords with categories or audiences. So what did the search giant actually do? It grabbed space and made its next inevitable moves all the easier to execute. - ## Endgame Digital advertising is often stuck in a paradox. Automation and machine learning is the only solution to the [ever-burgeoning complexity of the industry](https://lumapartners.com/content/lumascapes/display-ad-tech-lumascape/)—and though strategists and tacticians praise the tech, they also bemoan the loss of control and human influence. Google’s advances in automation have undoubtedly made paid search management easier to execute, on average, but harder to execute well. A mentor of mine once told me that Google has a sort of Hippocratic oath: instead of “do no harm”, it’s “give no advantage”. ![Display LUMAscape](/wpe-content/uploads/2021/02/luma.jpg) *Credit: LUMA* Google telegraphed its intentions a few years ago when it removed the “word” from Google AdWords. Search campaigns will eventually be wholly built, bought, and optimized towards user intent and the phrases that are searched will simply be an input rather than an endpoint. ## So… What’s next? The move to elevate RSAs to the default ad type will undoubtedly increase their usage, especially amongst smaller advertisers. That change will begin to erode the [+5% to 15% increase in clicks and conversions](https://support.google.com/google-ads/answer/10434300) Google touts for RSAs vs ETAs as more and more advertisers are using ad copy that shifts and bends to fit every single auction. The solution that Google will push is broad keywords with smart bidding, one step away from bidding on categories and, later, stages of the consumer journey. This is the endgame, where search campaigns are always on and always serving to prospective customers regardless of their current use of Google. Is it a stretch to envision a SERP where positions one and two are related to the current search and slots three and four serve ads against whatever category a user is closest to conversion? It would increase competition for every spot and line up with everything Google has done so far. That apoplectic feeling when looking back at a finished chess game and wondering, “How could I have not seen that move coming?” is essential to getting better, but never feels good in the moment. To be clear, making the quiet move of shifting the default ad type does not directly lead to the future I detailed above, but that’s the entire point of a quiet move. While that future may still be a ways off (or it may not be…), Google’s move tells me that its endgame is starting to take shape. Savvy advertisers would be wise to start plotting their countermoves. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/one-year-on-has-bert-really-changed-search-forever.md --- title: "One year on, has BERT really changed search forever?" date: 2024-12-30 published: 2021-02-17 author: "Nyo Logan" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/bert2.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/one-year-on-has-bert-really-changed-search-forever.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/un-an-plus-tard-bert-a-t-il-vraiment-change-la-recherche-pour-toujours.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/ein-jahr-spater-hat-bert-die-suche-wirklich-fur-immer-verandert.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/one-year-on-has-bert-really-changed-search-forever-2.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/un-ano-despues-ha-cambiado-bert-la-busqueda-para-siempre.md" --- # One year on, has BERT really changed search forever? When we last dived into the [burgeoning promise of Google’s BERT AI](/blog/hey-bert-meet-the-google-ai-set-to-change-search-forever/), it was affecting only 10% of all English language searches. But Google always had ambitious plans for BERT’s expansion; plans that saw it roll out BERT across 70 languages in December 2019. So, here we are just over a year since BERT got his big break. It’s time to take a peek under the hood to gauge exactly how much Google’s revolutionary AI has actually revolutionized search. ## Remind me… Who is BERT? Although the meaning behind the acronym BERT is rather dry (Bidirectional Encoder Representations from Transformers), BERT is widely considered to be the single most significant search update Google has made since launching [RankBrain](https://en.wikipedia.org/wiki/RankBrain) back in 2015. BERT’s goal is to better understand conversational language. It places special emphasis on important-but-often-ambiguous prepositions (such as “from” and “to”) that form the common building blocks of language but are notoriously difficult for computers to grasp. ## Examples of BERT in Action Google showed us a live example of just how BERT has helped to improve the results based on the users search intent: ![BERT in action](https://www.dacgroup.com/wp-content/uploads/2024/12/bert-in-action.jpg) > Here’s a search for “2019 brazil traveler to usa need a visa”. The word “to”and its relationship to the other words in the query are particularly important to understanding the meaning. It’s about a Brazilian traveling to the U.S., and not the other way around. Previously, our algorithms wouldn’t understand the importance of this connection, and we returned results about U.S. citizens traveling to Brazil. With BERT, Search is able to grasp this nuance and know that the very common word “actually matters a lot here, and we can provide a much more relevant result for this query. In the same post, Google provided more examples of BERT [helping them grasp the subtle nuances of language](https://www.blog.google/products/search/search-language-understanding-bert/) that computers have never been able to understand the way humans do: > Let’s look at another query: “do estheticians stand a lot at work”. Previously, our systems were taking an approach of matching keywords, matching the term “stand-alone” in the result with the word “stand” in the query. But that isn’t the right use of the word “stand” in context. Our BERT models, on the other hand, understand that “stand” is related to the concept of the physical demands of a job, and displays a more useful response. ## From 10% to 100%… almost Google announced last month that “[BERT is now used in almost every query in English](https://blog.google/products/search/search-on/), helping you get higher quality results for your questions”. That’s a huge leap forward from this time last year when BERT only impacted 10% of English queries. ![Animated GIF showing Google's BERT AI organizing search results.](/wpe-content/uploads/2021/02/topictags.gif) *GIF: Google* Google has completed a hat-trick of AI introductions—RankBrain, Hummingbird, and now BERT—all of which share the same end goal of understanding language to provide users with the most relevant results. The emphasis is placed squarely on the user and providing them with high-quality content that matches their search intent. If that sounds familiar, it’s because that’s the same goal all good SEO practitioners have at heart. ## How does BERT impact SEO? As BERT continues to be rolled out across other languages and regions, site owners may start to lose more traffic. Why? Because the BERT-powered SERP is increasingly able to serve up results that answer users’ queries without any further clicking needed. This AI, in other words, finds the most relevant passage on the page and frames it as the answer—a feature that has come to be known as “[passage indexing](/blog/google-announces-passage-indexing/)“. Remember that less traffic is not necessarily a bad thing. Consider how a user may have searched for “how to exercise without going outside” before inadvertently clicking through to an article describing how outdoors exercise is more effective, then bouncing back from that page almost immediately. The kind of traffic lost due to BERT’s introduction was unlikely to convert anyway because certain, prominent search results never actually matched the searcher’s intent. The best way to optimize for BERT is to ensure that your website content is well-written for a human audience (could this be the end of “spun” content that makes little sense?). If you do notice a significant drop in organic traffic, start by determining where the losses have occurred and investigate if BERT could be to blame. Still not sure? Check in with our [SEO](/services/search-engine-optimization/) and [Content Strategy](/services/content-strategy/) teams: it’s time to create fresh, relevant content to answer your customers’ queries. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/google-deprecates-broad-match-modifier-keywords-what-you-need-to-know.md --- title: "Google deprecates broad match modifier keywords: What you need to know" date: 2024-12-30 published: 2021-02-09 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/trawler.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/google-deprecates-broad-match-modifier-keywords-what-you-need-to-know.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/google-devalorise-les-mots-cles-avec-modificateurs-de-requete-large-ce-que-vous-devez-savoir.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/google-schafft-broad-match-modifier-keywords-ab-was-sie-wissen-mussen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/google-deprecates-broad-match-modifier-keywords-what-you-need-to-know-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/google-supprime-les-modificateurs-de-requete-large-ce-qu-il-faut-savoir.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/ideas-dac-para-abordar-los-cambios-de-google-en-el-modificador-de-concordancia-amplia.md" --- # Google deprecates broad match modifier keywords: What you need to know On February 4, 2021, Google announced that it would be [deprecating broad match modifier keywords](https://support.google.com/google-ads/answer/10346549) and rolling their functionality into phrase match targeting. It’s a huge announcement, so let’s explore what it means, the implications for performance, and the timelines everyone should know. ## What are (were) broad match modifier keywords? Broad match modifier keywords, or BMM for short, were something of an unintended phenomenon in paid search when they launched in 2010. In their purest and intended form, they were designed to anchor a specific term within a broad keyword by adding a ‘+’ to the front of the word to tighten the matching options. It allowed the keyword ‘+miami vacation rentals’ to match to queries related to vacation rentals, like queries about hotels, but kept the term ‘miami’ from matching to related terms like Ft. Lauderdale or Florida, which would happen with standard broad match. ![Graphic showing logic behind Google's broad match modifier keywords](/wpe-content/uploads/2021/02/bmm1.jpg) *BMM as Google originally intended* Broad match often required generic ads because the query would rarely match up 1:1 with the copy. BMM was Google’s olive branch to advertisers who (rightly) claimed broad match was wasteful and unreliable. That’s the way BMM was sold to the industry, but advertisers quickly saw an unintended and better use of the ‘+’. Performance marketers realized that appending a ‘+’ to every term in a keyword created a more powerful and useful keyword match type. It removed the need for a query to match word order, as in phrase match, and still limited Google’s ability to match a query only to those that held every desired term. Thus, BMM was born and widely adopted as an industry standard. ![Graphic showing logic behind Google's broad match modifier keywords](/wpe-content/uploads/2021/02/bmm2.jpg) *BMM as advertisers have enjoyed since 2010* The result gave advertisers more flexibility matching to relevant queries but still allowed for control over what ad copy served against specific queries. Consider the example above. An ad with the copy “*Get 10% off our best rates on Miami vacation rentals when you book for 2 or more weeks*” has a strong value proposition and call-to-action, but might be wasted for a search on Miami hotels. The new BMM kept this from happening as long as an advertiser had set up their campaign correctly. It also left phrase match all but useless outside of the most nuanced of scenarios. ## So, what exactly is changing? Google is changing the way phrase match connects queries to keywords. In the past, a phrase match keyword like “new restaurant” would need to appear in a query as written, although additional words could appear before or after the phrase. A query like ‘new restaurants near me in Brooklyn’ or ‘Chicago new restaurants’ would trigger the aforementioned phrase match term. As of mid-February, that same keyword (“new restaurant”) will expand to queries like ‘new Thai restaurants’, ‘restaurants in New York’, and so on. For those advertisers who have continued to use phrase match, this will expand the impressions those keywords see and likely decrease conversion rates on higher volume. As of July, no new BMM terms will be permitted. Technically, BMM has never been a keyword match type within the engines, so nothing will look different in editors or performance grids, but advertisers will no longer be able to anchor terms within new broad match keywords. This change will bring further hand-wringing within the paid search industry over the loss of control, the forced march towards automation, the loss of query data, and the “keywordless future” we have all foreseen. I will spare you those takes here. While all of that may be true (it is), this is not the most egregious example of any of those issues. Nevertheless, here are some suggestions on what to do—and what not to do—in light of this new reality - ### DO audit your match types This almost goes without saying, but if you’re an advertiser using both BMM and phrase match keywords in your account, it is decision time, and one of them has to go. Why? Because both existing phrase match terms as well as existing BMM terms will now be eligible to serve on the same queries. ![Magnifying With Wooden Alphabets Around On Green Background](/wpe-content/uploads/2021/02/magnifying-glass.jpg) In all likelihood, this will result in a loss of impressions for your BMM terms and a spike in phrase. It wouldn’t be so bad if the same query always mapped to the same keyword going forward, but Google has never operated like this. [Google will always serve the ad connected to the keyword with the highest ad rank](https://support.google.com/google-ads/answer/2756257) when an exact match keyword is not available. For similar keywords like +womens +shoes and “womens shoes”, it will likely be driven by the highest bid. For this reason, it is time to say goodbye to BMM or phrase. A simple suggestion would be to keep the match type that has driven the most conversions over the past 30 days, but every account is unique. To ensure queries map to the right keyword over and over, [make sure your negative pathing strategy is up to snuff.](https://www.linkedin.com/pulse/negative-pathing-how-use-keywords-improve-every-keyword-brian-coccaro/?trackingId=MnyPDlt7R0mXqzIWa6%2F06Q%3D%3D) - ### DON’T panic and replace your BMM with phrase While both match types will now operate identically, there is no need to remove BMM terms if there are no phrase match terms in your build. Eventually, you will not be able to create new BMM terms, but as of now, there is no indication that they are in jeopardy of being sunset. Would we bet on that long-term? No, but there is no rush to remove strong keywords and start over. If you want to clean house, pick your lowest seasonal period to begin, then over the next year, upload phrase match terms into your existing BMM ad groups and campaigns while gradually pausing BMM keywords from your lowest performers on up. Finally, delete these keywords to save space in your account. Your data will persevere in the platform. Again, BMM terms will continue to match as they always have and likely will through at least 2021. - ### DO consider adding a DSA campaign I am not a huge fan of Dynamic Search Ad (DSA) campaigns at scale, but there are valuable use cases for them. The loss of control in phrase can mitigated with more exact match terms in your build. DSA campaigns work by scanning a URL or website and then programmatically matching ads to queries based on content and data Google already has on a site. This can be a great way to mine keywords. ![Animated graphic depicting Dynamic Search Ads (DSA)](/wpe-content/uploads/2021/02/DSA.gif) *Image: Google* To get started, create a DSA campaign, negate every keyword you have in your main account from that campaign, and let it run for a week or so. Check back and harvest the search queries with the most volume, add them to your account as exact match terms, negate them from the DSA, and repeat. Eventually, negate poorly performing queries from the DSA and continue to monitor. This will help your account to be less reliant on broader match types and be more prescriptive on the performance you expect to see. - ### DON’T do nothing! Please forgive this former English major for the double negative. There are always ways to take advantage of new changes in digital media. Be a first mover. Even if your account doesn’t have phrase match terms, competitors might and they will be joining incremental and new auctions; places where you have already been. Start new tests, update your assumption sets, and make sure you have contingency plans for the inevitable increase in CPCs that Google is creating by opening up more auctions to more advertisers. This is also a great time to focus on CRO (conversion rate optimization) and ad copy testing, because conversion rates might be under pressure with less qualified traffic hitting your site. Do not assume everything will stay the same because your account isn’t changing. This is a dynamic system. Be dynamic. ## Where will all this lead? At the end of the day, Google hasn’t moved the goalposts here. Smart search marketers will take a few weeks to assess the landscape, make some strategic or tactical changes, and continue to drive performance. It will even be a bit nostalgic to have phrase match terms live in accounts again but, as detailed above, there are definitely things that need to be done. Going forward, as query data becomes harder and harder to parse and automations push results towards the mean and not “up and to the right”, working strategically in that dynamic system will separate the winners from those just taking what Google gives them. Consider this the warmup. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/analytics/2021-predictions-how-the-top-3-data-trends-can-go-right-or-wrong.md --- title: "2021 predictions: How the top 3 data trends can go right (or wrong)" date: 2024-12-30 published: 2021-01-26 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/2021-Predictions-Data.jpg" categories: - name: "Proove Analytics" url: "/insights/blog/analytics.md" tags: - name: "data analytics" url: "/tag/data-analytics-4.md" - name: "GA4" url: "/tag/ga4.md" - name: "Google Analytics 4" url: "/tag/google-analytics-4.md" - name: "marketing predictions" url: "/tag/marketing-predictions.md" - name: "QR codes" url: "/tag/qr-codes.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/analytics/2021-predictions-how-the-top-3-data-trends-can-go-right-or-wrong.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/analytics/predictions-2021-comment-utiliser-au-mieux-et-au-pire-les-3-plus-recentes-tendances-en-matiere-de-donnees.md" de: "https://www.dacgroup.com/de/einblicke/blog/analytics/vorhersagen-fur-2021-wie-die-top-3-datentrends-richtig-oder-falsch-laufen-konnen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/analytics/2021-predictions-how-the-top-3-data-trends-can-go-right-or-wrong-2.md" --- # 2021 predictions: How the top 3 data trends can go right (or wrong) Thought last year was a little crazy? Then hang on to your hat because 2021 might just go down as the most predictably unpredictable year on record (in the world of data analytics, anyway). Unfortunately, accounting for predictable unpredictability through data and analytics is a tall order. Despite clear emergent patterns in shifting consumer behavior, we simply can’t trust any anticipated outcomes amid the massive uncertainty around lockdowns, restrictions, and vaccinations. So, rather than making definitive calls, here’s how we expect things could go—for better or worse—for this year’s top three trends in data. 1. ## Savvy data specialists will treat 2020 differently Massive shifts in online purchasing, remote working, and more made 2020 the most anomalous year in recent memory. Yet, paradoxically, the trillions of data points collected may cloud our ability to see our customers clearly. ### The wrong way forward ❌ - Failing to account for increased device sharing during lockdowns, which may have polluted individual customer profiles (think homeschooled child clicking on a YouTube pre-roll ad for a toy while logged into a parent’s profile) - Combining 2019 and 2020 data in your models - Lacking regional adjustments in your data to account for local variability in lockdown protocols ### The right way forward ✔️ - Ensure your models rely on 2020, and not years before - [Overcome model fragility](https://www.prooveintelligence.com/blog/how-to-overcome-model-fragility-in-turbulent-times/) by putting a robust anomaly-detection protocol in place - Go granular to understand how behavior changes in regions following a change in restrictions 2. ## Google Analytics 4: The game-changer is here The rollout of Google Analytics 4 promises marketers a major lift in the intelligence offered by the platform. Applying machine learning to generate insights into customer behavior, GA4 could unlock potential of customer web analytics data to drive performance. ![Churn probably report in Google Analytics 4](/wpe-content/uploads/2021/01/ga4.jpg) ### The wrong way forward ❌ - Using out-of-the-box tagging and tracking of common goals without investing in creating a proper measurement strategy - Allowing anomalous 2020 data to skew GA4’s machine learning algorithms - Sticking to your site’s custom tagging because of the sunk costs—or, conversely, making the leap to GA4 without [established analytics support](https://www.prooveintelligence.com/) ### The right way forward ✔️ - Your app is gaining traction, so deploy GA4 specifically to gain better visibility into these users - Shift your business to a “user-based” framework, where app and website data combine to focus more on the visitor than the channel - Give your analytics team access to raw data using BigQuery for deeper analyses, all for free 3. ## The return of the QR code (yes, really) The idea of touching of a new iPad that has been swiped and rubbed by thousands of unsanitized hands at an Apple Store seems outright preposterous now, doesn’t it? See also: reaching for a jar of peanut butter in a grocery store to read the ingredients. ![Young woman scanning QR code of contactless menu through smartphone in restaurant](/wpe-content/uploads/2021/01/qr-codes.jpg) Enter QR codes, which have made a surging comeback during the pandemic. These pixelated, stamp-sized Rorschach blots offer the potential to bridge online and offline interactions (a holy grail of marketing) while ensuring customers minimize physical contact with products/personnel. The resurfacing of QR codes implies a lowering of the barriers of use or activation energy needed, which presents marketers with an immense opportunity. ### The wrong way forward ❌ - Implementing a QR tracking program under the guise of health, safety, and contact tracing, but using the data to upsell and advertise to customers. It needn’t be an outright violation of trust, but rather a mutualistic value exchange not realized—with customer surrendering details only to receive nothing of great value in return. It’ll look a lot like surveillance. ### The right way forward ✔️ - Use QR codes to serve users with an additional layer of enhanced engagement while maintaining a completely touchless interaction. See it as a way to bridge online and offline profiles in order to build richer long-term relationships with customers. ## Thanks for reading! That wraps up our prediction series for 2021. We hope you enjoyed it, and feel prepared for a big year ahead! Check back through our blog if you missed any installments—or simply [download our (free) predictions PDF](https://info.dacgroup.com/dac-2021-digital-marketing-predictions) as a handy reference. --- https://www.dacgroup.com/insights/blog/creative/2021-predictions-5-imminent-trends-in-ux-ui-and-design.md --- title: "2021 predictions: 5 imminent trends in UX, UI, and design" date: 2024-12-30 published: 2021-01-12 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/2021-Predictions-Design.jpg" categories: - name: "Creative" url: "/insights/blog/creative.md" tags: - name: "dark mode" url: "/tag/dark-mode.md" - name: "Design" url: "/tag/design-3.md" - name: "marketing predictions" url: "/tag/marketing-predictions.md" - name: "microcopy" url: "/tag/microcopy.md" - name: "microinteractions" url: "/tag/microinteractions.md" - name: "UI" url: "/tag/ui.md" - name: "ux" url: "/tag/ux.md" - name: "VUI" url: "/tag/vui-3.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/creative/2021-predictions-5-imminent-trends-in-ux-ui-and-design.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/creative/predictions-2021-5-tendances-a-venir-en-matiere-de-ux-ui-et-en-conception-de-site-web.md" de: "https://www.dacgroup.com/de/einblicke/blog/creative/vorhersagen-fur-2021-5-bevorstehende-trends-in-ux-ui-und-design.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/creative/2021-predictions-5-imminent-trends-in-ux-ui-and-design-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/creative/previsions-pour-2021-5-tendances-a-venir-dans-le-domaine-de-l-ux-de-l-ui-et-du-design.md" --- # 2021 predictions: 5 imminent trends in UX, UI, and design Like every digital discipline, design is being steadily reshaped by the “new normal”. Although users may yearn for the beforetimes—familiar click paths, comforting colors—the pandemic has changed the way they interact online, and accelerated a number of long-expected UX/UI advancements. Ready to get to grips with VUI, AR, microinteractions, and more? Then you’ve come to the right place. Let’s run through the five design developments every marketer needs to know about in 2021. 1. ## Hello dark mode, my old friend Okay, dark mode has existed since the early 2010s, but it did not gain much traction until the mid-2010s. Nowadays, it is common for apps have a dedicated light/dark mode toggle—and now that big players like Google, Samsung, Facebook, and Apple have consistently implemented dark mode into their apps and sites, it is more or less an industry standard. Dark mode [saves device battery power on OLED/AMOLED screens](https://www.cnet.com/news/using-androids-dark-mode-improves-battery-life-google-confirms-p/) as it [doesn’t require a backlight](https://eyeondesign.aiga.org/a-brief-history-of-dark-mode-from-the-matrix-like-displays-of-the-early-80s-to-today/). Dark pixels save power as OLED screens use black backdrops as the default and “turns on” pixels to add color and brightness. With OLED displays becoming more common (the [iPhone X, XS, and XS max come with it, as do many Samsung devices](https://www.ifixit.com/News/16952/does-dark-mode-really-save-battery-on-your-phone)), dark mode’s perks are becoming more noticeable. ![Apple iPhone 11 Pro phones, Light and Dark display modes compared.](/wpe-content/uploads/2021/01/dark-mode.jpg) From a design perspective, dark mode can be leveraged by brands for its sleek, modern aesthetic. For instance, colors pop more when they are set against a darker background. But this isn’t simply a case of vibrant designs; there are UX considerations, too. When designing for dark mode, pay close attention to typography. Although [claims that dark mode reduces eye strain](https://www.wired.co.uk/article/dark-mode-chrome-android-ios-science) are debated, research suggests that [dark text on a light background is more legible](https://pubmed.ncbi.nlm.nih.gov/23654206/) regardless of age group—and there might be some truth to the claim that [dark mode is better for evening browsing](https://www.wired.co.uk/article/dark-mode-chrome-android-ios-science) as it reduces the level of blue light. Either way, expect dark mode to proliferate this year. 2. ## Hey Google, what’s “VUI”? The widespread adoption of smart home devices such as Nest, Google Assistant, Amazon Alexa, and Siri is showing no signs of slowing. By 2023, in fact, the smart home market—constituting the sales of networked devices and related services—[is forecast to be worth more than $141 billion](https://www.statista.com/topics/2430/smart-homes/). Other eye-popping statistics include: - [Google Speech Recognition technology has a 95% accuracy rate in those regions where English is widely spoken](https://www.globalme.net/blog/the-present-future-of-speech-recognition/) - [55% of teenagers are using voice search daily basis.](https://www.androidcentral.com/google-study-over-half-teenagers-use-voice-search-daily)‍ - [50% of searches will be done without a screen or a keyboard by 2021](https://econsultancy.com/the-future-of-voice-search-2020-and-beyond/) As far as marketers are concerned, new and different user interfaces (UI) are needed for voice commands, incorporating not only phones and computers but also car HUDs and smart appliances. Therein lies the challenge, with voice user interfaces (VUI) coming with their own unique user flows and pain points. For example, unintuitive onboarding and setup can be a strong deterrent for those unfamiliar with voice commands. Until VUI patterns become more commonplace, designers need to lead and teach users how to navigate through a relatively new world. 3. ## Expect more VR and AR breakthroughs Virtual reality (VR) and augmented reality (AR) are booming in gaming, and will likely make strides towards more mainstream applications in 2021. Apple, for instance, is working on a number of AR initiatives, including [digital glasses that connect wirelessly to an iPhone](https://www.industryweek.com/technology-and-iiot/article/22004541/apples-next-big-thing-augmented-reality) in order to beam content to the user. It’s just one of many developments that will cause the global market for AR products to [surge 85% to $165 billion in the next four years](https://www.prnewswire.com/news-releases/major-tech-industry-ceo-calls-augmented-reality-the-next-big-thing-300995891.html). ![Close-up shot of young woman doing shopping at hypermarket with help of augmented reality app, blurred background](/wpe-content/uploads/2021/01/augmented-reality.jpg) Consider also that AR is taking on new importance in an increasingly remote world. There are already some great examples of brands innovating when faced with local lockdowns and other restrictions, including: - A [Warby Parker](https://ca.warbyparker.com/app) app that allows customers try on glasses - The [IKEA Place](https://apps.apple.com/ca/app/ikea-place/id1279244498) app, which enables customers to virtually place furniture in their home - [InkHunter](http://www.inkhunter.tattoo/), which lets you see what a tattoo will look like on your skin 4. ## Mind your Ps, Qs, and microcopy The world of storytelling and brand narratives is set to take on new importance in 2021. After all, it makes brands memorable and relatable, which in turn drives user loyalty and retention. But standard corporate language is failing to resonate with younger users, who increasingly expect to engage with more personable and familiar phrasing. Where appropriate, brand copywriters should be empowered to use levity, informality, and even colloquialisms to better engage and compel users. And don’t forget microcopy! The language chosen for calls to action, buttons, and menus is much more important than the tiny character count may otherwise suggest. Microcopy is the point at which users interact with any given digital asset, and brands that pay close attention (take a bow, [Wealthsimple](https://www.wealthsimple.com/)!) are set to reap the rewards this year. 5. ## The year of the microinteraction On a related note, we’re fully expecting microinteractions to finally be afforded the respect they deserve in 2021. These small moments exist to not only make user goals more fluid and accessible, but to delight users by creating interactions that are [engaging, welcoming, and human](https://uxdesign.cc/micro-interactions-why-when-and-how-to-use-them-to-boost-the-ux-17094b3baaa0). Typical examples of microinteractions include tooltips, progress/loading bars, and swipe interactions—all of which keep users engaged and informed with non-intrusive animations and other visual cues. Designers have to pay close attention to these small-but-significant assets, which should ultimately: - Provide users with instant feedback from their actions - Communicate to users the status of something - Encourage sharing and content engagement - Improve navigation and direct users to be more focused How will the next 12 months unfold in digital marketing? From design to media, content, analytics, and more, take a glimpse into the future with our [free 2021 predictions PDF](https://info.dacgroup.com/dac-2021-digital-marketing-predictions)! --- https://www.dacgroup.com/insights/blog/search-optimization/2021-predictions-keep-a-close-eye-on-these-4-upcoming-seo-trends.md --- title: "2021 predictions: Keep a close eye on these 4 upcoming SEO trends" date: 2024-12-30 published: 2021-01-06 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/2021-Predictions-SEO.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/2021-predictions-keep-a-close-eye-on-these-4-upcoming-seo-trends.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/previsions-pour-2021-gardez-un-oeil-sur-ces-4-tendances-a-venir-en-matiere-de-seo.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/vorhersagen-fur-2021-behalten-sie-diese-4-kommenden-seo-trends-genau-im-auge.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/2021-predictions-keep-a-close-eye-on-these-4-upcoming-seo-trends-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/previsions-pour-2021-gardez-un-oeil-sur-ces-4-tendances-a-venir-en-matiere-de-seo-2.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/las-predicciones-para-el-2021-atento-a-estas-4-proximas-tendencias-en-seo.md" --- # 2021 predictions: Keep a close eye on these 4 upcoming SEO trends Meet the new year, same as the old year? If January isn’t exactly turning the page on a crazy 2020—with certain aspects likely to take much longer to improve than we had hoped—we can at least take solace in the fact that digital is always the exception to the rule. Even in SEO, one of digital marketing’s most established and venerable disciplines, change is afoot. So, don’t let these upcoming trends overtake you: get well ahead of the game with the latest installment of our 2021 predictions. 1. ## Predictive search: Results without a search Way back in the beforetime of 2017, Google launched the Google feed to allow users to discover new content without conducting a search. In 2018, this was relaunched as [Google Discover](https://blog.google/products/search/introducing-google-discover/) and it now boasts more than 800 million active users. ![Google Discover](/wpe-content/uploads/2021/01/discover_1x_30fps.gif) *Image: Google* Predictive content visibility is based on pre-search factors associated with the individual user as well as overall quality and engagement signals. But how do [SEO strategies](/services/search-engine-optimization/) maintain relevance in a world where searches are predicted rather than typed or spoken into existence? We fully expect this year’s most potent SEO strategies to expand from topics to holistic user experiences—something that’s much easier said than done. 2. ## Video will become (even more) critical As 5G begins rolling out globally, baseline internet speeds are expected to continue increasing. With [average speeds expected to reach above 20MBPs globally in 2021](https://www.cisco.com/c/en/us/solutions/collateral/executive-perspectives/annual-internet-report/white-paper-c11-741490.html), the barrier for entry to video will be removed globally. That’s a huge leap forward. ![Chart showing global mobile internet speeds](/wpe-content/uploads/2021/01/mobile-speeds.jpg) Video resonates with web users, especially younger consumers. That makes it an excellent opportunity not only for younger brands to engage their target demographics, but for more established brands to develop relationships with younger audiences. If customer age isn’t yet a factor in your organic search strategy, now is the time to make it so. ![HubSpot graphic showing user engagement with branded content](/wpe-content/uploads/2021/01/mobile-video.jpg) 3. ## Don’t forget to optimize your images Google is now returning images within SERPs for nearly 30% of searches. For users browsing products, we’re predicting excellent opportunities for brands to showcase their style and leapfrog traditional results. ![Google search results showing images](/wpe-content/uploads/2021/01/image-results.jpg) Brands will need to expand their optimization toolkit to include image performance metrics. Ensure images are fast, accurate, and relevant to on-page content. Where possible, include imagery with *all* content to provide multiple formats for users to digest topics and bolster engagement. 4. ## Expect increased competition from… Google?! Search results continue to become increasingly competitive as Google introduces new features—features that serve to increase the diversity of results. As this trend takes shape, traditional results will continue to be pushed further below the fold. Unsurprisingly, that means search strategies will need to become equally diverse. ### Appearance of Google features within SERPs: - Related questions: 90% - Local pack: 42% - Knowledge panel: 35% - Images: 28% - Videos: 23% In 2021, the most successful optimization programs will embrace multiple tactics and formats. More importantly, the brands that thrive will not only optimize but *measure* every aspect of the search result, regardless of channel. ![Google SERP](/wpe-content/uploads/2021/01/SEO-results.jpg) Want to know even more about the next 12 months in digital marketing? Check out our [handy (and free!) PDF](https://info.dacgroup.com/dac-2021-digital-marketing-predictions), which includes predictions in media, content, analytics, creative, and more. --- https://www.dacgroup.com/insights/blog/creative/2021-predictions-breathe-new-life-into-your-content-after-a-tumultuous-year.md --- title: "2021 predictions: Breathe new life into your content after a tumultuous year" date: 2024-12-30 published: 2020-12-29 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/2021-Predictions-Content.jpg" categories: - name: "Creative" url: "/insights/blog/creative.md" tags: - name: "content strategy" url: "/tag/content-strategy-6.md" - name: "digital content" url: "/tag/digital-content.md" - name: "marketing automation" url: "/tag/marketing-automation.md" - name: "marketing predictions" url: "/tag/marketing-predictions.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/creative/2021-predictions-breathe-new-life-into-your-content-after-a-tumultuous-year.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/creative/previsions-pour-2021-apres-une-annee-tumultueuse-donnez-un-nouveau-souffle-a-votre-contenu.md" de: "https://www.dacgroup.com/de/einblicke/blog/creative/vorhersagen-fur-2021-hauchen-sie-ihren-inhalten-nach-einem-turbulenten-jahr-neues-leben-ein.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/creative/2021-predictions-breathe-new-life-into-your-content-after-a-tumultuous-year-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/creative/previsions-pour-2021-apres-une-annee-tumultueuse-donnez-un-nouveau-souffle-a-votre-contenu-2.md" --- # 2021 predictions: Breathe new life into your content after a tumultuous year As we pass the halfway mark in our seven-part prediction series, it’s time to focus our attention on the weird and wonderful world of content strategy. Will 2021 be the year voice search fulfills its potential, email proves its staying power, and Zoom allows us to buy that gorgeous bookshelf in our coworker’s background? There’s only one way to find out… 1. ## All those shiny new channels will become saturated With COVID-19 inevitably having long-lasting effects, channels like Instagram, TikTok, Facebook (the list goes on) will only become increasingly oversaturated. Over the last several months we’ve seen use of these channels skyrocket and brands begin offering digital services, communicating more on social media, and so much more. It’s part of a wider trend, with users reporting that [their social media consumption (72%) and posting (43%) had increased during the pandemic](https://www.digitalcommerce360.com/2020/09/16/covid-19-is-changing-how-why-and-how-much-were-using-social-media/). At the same time, 86% agreed or strongly agreed that they had seen a shift in the content they see on social media as social and racial justice issues gained traction, especially in the US. Content is now broadly viewed as “political”, “overwhelming”, and “stressful”. So, the challenge in non-traditional channels is three-fold: content creators are up against unprecedented noise, fierce competition, and a veritable minefield of controversial topics. In 2021, brands will need to consider how they can truly stand out and engage audiences in ways that prevent content fatigue, align with their values, and entice them to come back for more. 2. ## It’s time to embrace social responsibility and brand value strategies Brands will be forced to evolve their values and the way they demonstrate, discuss, and support them with their marketing efforts. Global events in 2020 shed light on brands that were not doing enough (or didn’t understand how) to respond and engage with their audiences around very important matters, such as Black Lives Matter. ![Protester holding sign](/wpe-content/uploads/2019/11/protester-holding-sign.jpg) The need for social responsibility to be a core component of proactive, long-term strategies has never been clearer. As marketers, we need to ask ourselves: - Are we actually providing the content users need and want right now? - What does empathy look like for each brand? - How can personalized user journeys incorporate brand values? - How do we know when it’s better to steer clear of certain issues and trends? 3. ## The next dimension of voice search Voice search is no longer limited to just checking the weather or finding the nearest coffee shop (though that type of functionality alone has proven to be hugely lucrative). Innovators are [creating Google actions or Alexa skills](https://digitalmarketinginstitute.com/blog/voice-search-why-your-brand-needs-a-voice-strategy) for some unique, fun, and memorable experiences, such as: - Patron tequila helping consumers access personalized cocktail recipes - Tide providing advice about removing stains caused by 200+ different substances - Campbell’s helping hungry consumers choose and cook recipes Need a little impetus to get your creative juices flowing? Just know that voice is an increasingly formidable conversion channel, with 51% of people who shop via voice using it to research products, almost 5.5 million US adults regularly making purchases via their smart speakers, and 52% of voice searchers being interested in hearing from relevant brands about deals, sales, and promotions. 4. ## Email will continue to be an ROI powerhouse Email may be the venerable veteran of digital marketing, but 2021 will see it continue to grow, evolve, and drive outrageous ROI for those who know how to wield it. Did you know, for example, that email can generate as much as $41 for every $1 spent—and that [email engagement grew 78% over the course of 2020](https://blog.hubspot.com/marketing/email-marketing-stats)? Indeed, the most compelling argument for email’s ongoing revival is its frugality. While marketing budgets are cut during these difficult economic times, [email is still every marketer’s trusty go-to](/blog/4-ways-to-ace-holiday-email-marketing-during-covid-19/) as a proven, low-cost revenue generator. ![Cropped shot of letters in a letter box](/wpe-content/uploads/2019/01/letters-overflowing-in-a-mailbox.jpg) Economics aside, expect email content to become far more interactive in 2021. Content innovations like polls, animations, and add-to-calendar functions will drive user engagement in another otherwise tried-and-tested environment. These additions will not only add novelty but make the user experience more engaging, potentially [doubling conversion rates compared to passive content](https://uplandsoftware.com/kapost/resources/blog/interactive-content-conversions/). Savvy brands will make user-generated content (UGC) a significant part of these more interactive emails, whether it’s user reviews or original creative. Remember: the overwhelming majority of consumers trust this kind of earned media, and [79% say their purchase decisions are influenced by UGC](https://stackla.com/resources/reports/bridging-the-gap-consumer-marketing-perspectives-on-content-in-the-digital-age/). 5. ## Shoppable media integrations will continue to expand With the pandemic driving a significant (and most likely permanent) growth in ecommerce, countless brands have had to urgently reimagine their digital offerings—and how to effectively monetize them. This, in turn, has opened up huge opportunities for shoppable platform integrations in almost every sector imaginable. Will 2021 be the year you’ll be able to purchase the West Elm couch in a coworker’s Zoom background via a West Elm/Zoom shoppable media integration? Stranger things have happened. Whichever direction the tech takes us, the demand and interest are there. Consider that [90% of Instagram’s 1 billion+ active users follow active shopping brands](https://business.instagram.com/); that 60% of Instagram users say they discover new products via the platform; and that [70% of Pinterest users say Pinterest helps them find new products](https://business.pinterest.com/en/blog/heres-how-people-shop-on-pinterest). 6. ## The ongoing ascent of podcasting The soaring popularity of podcasts will continue next year, especially as workers start to commute to work again. But with so many podcasts out there already (including our own, tailored especially for marketing decision-makers), why might 2021 be the right year for your brand to get in the game? ![](/wpe-content/uploads/2020/10/podcasting.jpg) It all depends on the nature of your business, of course, but consider that consumers are feeling the financial effect of the pandemic, limiting the effectiveness of ads and discounts. In their place, content that engages and educates is having a greater impact. Moreover, consumers are increasingly choosing brands based on more than products and services alone. Brand ethics are coming to the forefront, and podcasting can be an important part of that enrichment. Not quite ready to meet the challenge of 2021 head on? Brew yourself a coffee and spend a little time with our [full set of predictions](https://info.dacgroup.com/dac-2021-digital-marketing-predictions-1), now available in PDF form! --- https://www.dacgroup.com/insights/blog/strategy/2021-predictions-5-developments-to-factor-into-your-digital-strategy.md --- title: "2021 predictions: 5 developments to factor into your digital strategy" date: 2024-12-30 published: 2020-12-22 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/2021-Predictions-Strategy.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" tags: - name: "digital strategy" url: "/tag/digital-strategy.md" - name: "ecommerce" url: "/tag/ecommerce.md" - name: "marketing predictions" url: "/tag/marketing-predictions.md" - name: "SEO" url: "/tag/seo.md" - name: "video ads" url: "/tag/video-ads.md" - name: "visual search" url: "/tag/visual-search.md" - name: "voice search" url: "/tag/voice-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/2021-predictions-5-developments-to-factor-into-your-digital-strategy.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/previsions-pour-2021-5-developpements-a-prendre-en-compte-dans-votre-strategie-numerique.md" de: "https://www.dacgroup.com/de/einblicke/blog/strategy/vorhersagen-fur-2021-5-entwicklungen-die-sie-in-ihrer-digitalen-strategie-berucksichtigen-sollten.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/2021-predictions-5-developments-to-factor-into-your-digital-strategy-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/strategy/previsions-pour-2021-5-evolutions-a-prendre-en-compte-dans-votre-strategie-digitale.md" --- # 2021 predictions: 5 developments to factor into your digital strategy Part three of our predictions series brings us to digital strategy–where decisions are driven by data, research reveals surprising truths, and there’s no such thing as too much coffee. Join us as we pick out some of 2021’s most exciting strategic developments. 1. ## COVID-19 will continue to drive digital acceleration Okay, so this is a relatively safe one: ecommerce will continue its rapid growth in 2021 as the pandemic continues to impact shopper behavior. Ecommerce was already growing steadily before 2020, but the “new normal” poured fuel on that particular fire as consumers regularly found themselves unable (or simply unwilling) to shop in store. According to Adobe, [online spending in May 2020 was up 77%](https://www.forbes.com/sites/johnkoetsier/2020/06/12/covid-19-accelerated-e-commerce-growth-4-to-6-years/#4370834600fa) compared to the same time in 2019. Meanwhile, [Amazon achieved its most significant ecommerce growth in more than three years](https://www.businessinsider.com/amazon-q1-sales-soared-online-in-store-2020-5), while other online retailers such as Walmart, Alibaba, and Target have also shored up their seats at the giants’ table with hugely increased sales. ![October 12, 2017 Sunnyvale/CA/USA - Stacked Target shopping carts with the company's logo on the side, a bulls eye](/wpe-content/uploads/2020/08/target.jpg) On a similar note, we’re fully expecting smarter AI implementations to supercharge personalization in 2021. Recent advances in AI mean marketers are better able to analyze user behavior, with a host of priceless marketing insights—from buying frequency to brand preferences—now being revealed by the data acquired through AI. Think of AI’s purpose as being to help sellers understand the needs and preferences of the consumer. By intelligently segmenting the audience, AI not only helps brands understand what their customers want, but also allows them to predict the purchasing behavior of their target customer in the easiest way possible. 2. ## Visual and voice search become part of the furniture Visual search has made huge strides towards mainstream adoption over the past couple of years. In fact, it’s estimated that [62% of the millennials now prefer visual search](https://www.techfunnel.com/martech/visual-search-trends/) than using Google conventionally. Even Pinterest has adopted the idea of visual search; more than 600 million visual searches are carried out every month there. In 2021, expect early adopter brands to redesign their websites to support visual search, driving a massive 30% increase in digital commerce revenue before the year is out. On the voice search front, there will be more than [122 million voice assistant users](https://www.statista.com/statistics/1029573/us-voice-assistant-users/) in the US alone next year. As such, voice is set to transform SEO, specifically local SEO, as users increasingly search for nearby businesses without ever looking at a screen. If you’re not accounting for local search terms (including city, region, and nearby landmarks), you might just be left behind in the next 12 months. 3. ## Snackable videos and video ads are now on the menu Short-form video content is becoming, and will continue to be, very popular. With the runaway success of TikTok (and now [Instagram’s latest Reels feature](https://envato.com/blog/instagram-reels-launches-how-to-use-templates/)), these kinds of snackable, short-form videos will become more popular than ever before in 2021 according to some forecasts. ![TikTok and YouTube apps on screen iphone xr, close up](/wpe-content/uploads/2020/02/new-apps-on-smartphone.jpg) Their unstoppable rise goes hand in hand with a corresponding increase in social video ad spending. According to eMarketer, [social video ad spending in the US will reach $14.89 billion in 2021](https://content-na1.emarketer.com/social-video-ad-spending-will-grow-44-by-2021), growing 44% from 2019, continuing with an estimated increase of 62.1% between 2019 and 2023. Want to get in on the action? Then your content strategy should start to incorporate short, snappy video assets. After all, Cisco believes that [more than 80% of all online content will be video by 2022](https://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/white-paper-c11-741490.html?_ga=2.142898613.1870023433.1597098641-2135501038.1597098641). The new normal is video. 4. ## Say farewell to the linear customer journey It has been thoroughly explored in theory, but now the non-linear purchase journey is finally an everyday reality for modern marketers. With various ins (and outs), this complicated, interconnected process will become established in 2021 as customers come to rely more on ecommerce and other digital channels to discover products, research services, and connect with businesses. At the same time, mainstream approaches to customer intelligence (CI) will continue to evolve in 2021. Forrester predicts that [CI leaders will shift 10% of their insights budget to emotion analytics](https://www.forrester.com/fn/4wfoTYqbJb7cxeEd4JyEvN) as they shift their *raison d’être* from “helpful guide” to “crisis strategist”. Just remember not to pursue personalization at all costs. In the words of [Proove Intelligence](https://www.prooveintelligence.com/blog/customer-analytics-this-time-its-personal-or-is-it/), our data analytics center of excellence: > This common form of digital “personalization at scale” is in many ways an oxymoron, or a misnomer at best. At its core, it remains a form of mass production—an efficient way to manufacture standardized goods. Our digital factories process raw materials of content and data assets using machinery built out of algorithms to rapidly manufacture online experiences. Though can we infinitely recombine these assets into “unique” but similar experiences, we ultimately strive for certainty towards a finite set of desired standardized outcomes. 5. ## Get ready for the great SEO renaissance We’ll cover SEO in greater detail later in the series, but we couldn’t wrap up our strategy predictions without acknowledging the forthcoming SEO renaissance. In short, SEO will experience a resurgence with audience insights strengthening the discipline’s ties to user intent. User intent, in fact, has become something of a forgotten relic in recent years. Why? Because too many SEO strategies pay scant attention to proper audience analysis, focusing instead on keywords and query matching to the detriment of various other factors. But SEO now demands a big-picture approach—especially with the dawn of [AI innovations like BERT](/blog/hey-bert-meet-the-google-ai-set-to-change-search-forever/)—incorporating long-tail keywords, semantically related search terms, and a deeper, more nuanced understanding of what people are searching for and which kind of content will resonate. Brands that get this right will thrive in SEO in 2021. Hungry for more? Check out our [full predictions series](https://info.dacgroup.com/dac-2021-digital-marketing-predictions). Eleven experts, seven disciplines, one handy PDF. --- https://www.dacgroup.com/insights/blog/search-optimization/2021-predictions-automation-digital-tv-and-the-end-of-the-cookie.md --- title: "2021 predictions: Automation, digital TV, and the end of the cookie" date: 2024-12-30 published: 2020-12-15 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/2021-Predictions-Media.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" tags: - name: "digital marketing" url: "/tag/digital-marketing.md" - name: "display advertising" url: "/tag/display-advertising.md" - name: "marketing predictions" url: "/tag/marketing-predictions.md" - name: "marketing trends" url: "/tag/marketing-trends.md" - name: "paid search" url: "/tag/paid-search.md" - name: "SEM" url: "/tag/sem.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/2021-predictions-automation-digital-tv-and-the-end-of-the-cookie.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/previsions-pour-2021-automatisation-television-numerique-et-la-fin-du-cookie.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/vorhersagen-fur-2021-automatisierung-digital-tv-und-das-ende-des-cookies.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/2021-predictions-automation-digital-tv-and-the-end-of-the-cookie-2.md" --- # 2021 predictions: Automation, digital TV, and the end of the cookie We’re focusing on paid media in the second part of our 2021 predictions series. This time, we gaze into our crystal ball to double down on a previous prediction, envision a world without (third-party) cookies, and explain why huge advancements in bid automation still require humans at the controls. 1. ## Digital TV and video rise in importance following pandemic bump Last year we called out [digital video as a key influencer of purchase behavior](/blog/digital-marketing-2020-get-ahead-of-these-3-trends-in-sem-and-display/) as it showed increased engagement and consumption year on year. We also predicted a new era in TV advertising with the rise in non-linear digital TV. We did not predict a global pandemic-sized momentum shift in digital video and TV in 2020. Widespread quarantines led to a 20% year-on-year increase in the amount of time people spend with digital video and streaming services versus 10% growth in previous years. Traditional TV buys were disrupted with many companies slashing or pausing their marketing budgets as they tried to navigate through the health and economic crisis. In June, eMarketer’s 2020 US linear TV ad spending estimate was down from about $71.18 billion to $60.00 billion. Though advertiser investment in digital video is also slated to decline by the end of 2020, it won’t fall at the same rate as linear TV. ![Male hand holding the TV remote control and changing TV channels. Channel surfing, focused on the hand and remote control. Internet TV.](/wpe-content/uploads/2020/12/smart-tv.jpg) Digital TV and video have started to fill a gap in the market as a more agile, flexible, measured, and targeted way for advertisers to reach audiences at scale. Globally, users have increased YouTube time spent and changed where and how they consume it—27% of YouTube viewing now happens via Connected TV (CTV) devices, up from 16% in 2019. By the end of 2020, CTV ad spending is forecast to increase by 27.1% year over year. If you haven’t started adopting digital video as part of your media mix, the time is now. What can you do to leverage the surge in digital video effectively? - **Keep the main goal in mind with creative: driving users to your site and tracking that visit.** When running digital video on CTV platforms, YouTube, Facebook etc., the goal is to drive a site visit which can be attributed to your campaigns. Creating 0:15 or 0:30 second assets with a main CTA of “visit our website” keeps users in more of a measurable closed-loop bubble. - **Tailor video content to the specific channel, but if a one-size-fits-all approach is the only option, don’t let that stop you.** About 36% of advertisers shy away from running video campaigns due to creative development constraints. While each digital video channel from CTV to social has nuance, creating a single asset that fits requirements across platforms can run in multiple places creating a “campaigning” effect. - **Get in market early with Connected TV.** Second only to linear TV—a $70 billion market in the US—advertising in premium OTT content via CTVs is rapidly growing to become an $8 billion slice of the overall pie. It’s forecast to double in size by 2024. Subscription OTT and CTV, unlike linear TV, are performing well in both growth and engagement metrics, gaining new users at a fast clip and showing substantial increases in activity among current users. - **Map digital KPIs to digital video.** There’s no reason not to use the same measuring stick to assess digital TV and video alongside other upper funnel digital marketing efforts. While the industry searches for standardized measurement, optimize your campaigns to first-party on-site user behavior. Take a direct response approach to TV and video with measurable results. 2. ## Cookies: The party is almost over (well, for third-party) Cookies and digital advertising go way back. For about 25 years marketers have relied on third-party tracking cookies to track and target specific consumer behavior online. Earlier this year we wrote about [digital advertising in a cookie-less future](/blog/digital-advertising-in-a-cookie-less-future/). Since the guillotine will drop once Chrome starts cookie blocking, it makes the cut for our 2021 predictions. As the internet’s most dominant browser at 60% market share, a shift in Chrome could be the nail in the coffin for third-party cookies. It’s expected to happen somewhere between 2021 and 2022, while Apple’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection (ETP) already block third-party cookies by default. This is widely becoming a fundamental change to how online advertising is approached. ![Cookie crumbs](/wpe-content/uploads/2020/01/cookie-crumbs.jpg) In response to this, major players Google, Microsoft, and Facebook have been providing advertisers with a first-party cookie option for its advertising tracking pixels. When ITP 2.0 essentially broke Facebook’s pixel code on Safari, they switched pixel tracking defaults to the first-party cookie. The cookie looks like it’s coming from the advertiser site, while in fact it sends data back to Facebook. It’s intended to help businesses continue using analytics and tracking ad attribution, independently of the browser they’re using. Whether it was via Google Analytics, Global Site Tag implementation, or conversion linker via GTM, anyone running AdWords media would have adopted first-party tracking strategies to prevent Safari conversion drop-off post-ITP 2.0. We anticipate continued burgeoning interest across major players in the ad game in first-party data structuring and integration with ad platforms. - ### What does this mean for major ad platforms and networks where you’re running media? Facebook and Google fully understand the power of their first-party data. By eliminating the impact of third-party data brokers or third-party data collectors, there will be more emphasis on the one thing they can control: the data they gain from their own users and how that data is activated within their own networks. Major platforms and networks are sitting on treasure troves of data to drive marketing efforts within their walled gardens. Let’s not forget, both Google and Facebook have considerable skin in the game when it comes to digital ad revenue. - ### What does this mean for advertisers? So far, it seems like Chrome will seek to phase out the third-party cookie on its browsers. However, first-party cookies that track browsing data about your own website’s visitors are still safe. This means that any first-party data you gain from your website’s visitors on all browsers will remain intact. Facebook and Google will continue to allow marketers to use and optimize towards their own first-party data. This type of strategy has been in our blood for years. We emphasize client data-driven advertising within client media mixes while deprioritizing those that utilize purchased data from third party vendors/platforms. Here’s what you should be thinking about in 2021: What is my first-party data strategy? Am I [utilizing my first-party data to inform digital marketing efforts](/services/data-analytics/)? Am I doing anything that detracts from the value of my first-party data? Time to heavy up on media efforts that utilize data based on how customers interact with your own digital properties. Rely less on media efforts targeting audiences by way of third-party data. 3. ## Have you heard the word “automation” enough yet? This year, automation of bid strategies, ad serving, and certain aspects of campaign optimization became par for the course. Heading in to 2021 it almost feels like a faux pas if you’re not involving automation in some way across digital marketing efforts. *When leveraged correctly*, automation can drive significant performance growth and it’s on the right side of future-proofing your digital media strategy. Let’s face it, the walled gardens know they can keep generating revenue as advertisers see stronger returns and efficiency in a win/win scenario. When given the right signals, major ad tech platforms now have a hound-like ability to bid higher on the customers that matter in the moments that matter. Facebook Ads rolled out Campaign Budget Optimization (CBO) in 2019, which automatically manages your campaign budget across ad sets while you control budget at a campaign level. Campaigns optimize bids based on the combination of Facebook pixel data. This feature became status quo in 2020. We’ve seen novel growth from dynamic and product feed-based tactics in prospecting new customers vs. leveraging existing customers. ![RDA gif](/wpe-content/uploads/2020/11/RDA-gif.gif) The applications of artificial intelligence (AI) within Google Ads platforms are also becoming far more sophisticated. With [Responsive Search Ads (RSAs)](/blog/how-well-do-responsive-display-ads-perform/), Google is leveraging AI to drive search ad copy automation across all advertiser accounts. Smart Shopping Campaigns (SSCs) are at the forefront of new ecommerce products at Google which combine standard shopping and display remarketing campaigns while leveraging automated bidding and ad placement. Google Smart Bidding leverages automated “bid strategies” powered by machine learning to drive campaigns towards a CPA, ROAS, or conversion value target. The migration of major platform functions towards automation is clear. Though this technology is powerful, it still needs a trained pilot at the helm. Especially with the pandemic this year, we’ve seen that the market can shift quickly. Human eyes and hands remain better equipped to pivot when needed. Though this technology is powerful, it must be leveraged correctly. We still firmly believe it’s in the advertiser’s best interest to manage budgets, media planning and overall strategy at a layer on top of AI systems. We expect a rise in demand of advanced platform expertise and data architecture whereby specialists provide the link between platform and brand properties. Brands that leverage this expertise while striving towards closed-loop analytics where data from sales and outcome teams is applied to digital marketing efforts will find success in tomorrow’s digital market. Want to know more? Check out our [full predictions for 2021](https://info.dacgroup.com/dac-2021-digital-marketing-predictions) in a handy (and free!) PDF. --- https://www.dacgroup.com/insights/blog/local-search/2021-predictions-3-ways-local-listings-will-evolve-next-year.md --- title: "2021 predictions: 3 ways local listings will evolve next year" date: 2024-12-30 published: 2020-12-10 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/2021-Predictions-Local.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "GMB" url: "/tag/gmb.md" - name: "Google My Business" url: "/tag/google-my-business.md" - name: "local listings" url: "/tag/local-listings-2.md" - name: "marketing in 2021" url: "/tag/marketing-in-2021.md" - name: "marketing predictions" url: "/tag/marketing-predictions.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/2021-predictions-3-ways-local-listings-will-evolve-next-year.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/previsions-pour-2021-3-facons-dont-les-listes-locales-vont-evoluer-lannee-prochaine.md" de: "https://www.dacgroup.com/de/einblicke/blog/local-search/2021-vorhersagen-3-wege-wie-sich-lokale-listings-im-nachsten-jahr-weiterentwickeln-werden.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/2021-predictions-3-ways-local-listings-will-evolve-next-year-2.md" --- # 2021 predictions: 3 ways local listings will evolve next year You don’t need us to tell you that the year 2020 will go down as one of the most disruptive on record. Yet, despite the disruption and disorder, there was significant progress made in a huge number of fields, disciplines, and industries—and particularly in digital marketing. Brands the world over have been forced to accelerate their digitization, bringing forward digital roadmaps by several years. But our subject matter experts have been anticipating these developments all along. For them, 2021 is now in clearer focus *because* of the chaos of the last year, not despite it. In the first installment of our seven-part predictions series (all of which are [available right now](https://info.dacgroup.com/dac-2021-digital-marketing-predictions) if you just can’t wait), we reveal how local listings will assume an even more significant role in customer journeys over the next 12 months and more. 1. ## Google attributes will be crowdsourced Attributes and amenity information once only existed within the hospitality vertical in [Google My Business (GMB)](/services/local-presence-management/google-my-business-management/), but the pandemic saw Google attributes become a minimum requirement for GMB listings to function properly. Starting with restaurants needing to make it abundantly clear if they offered takeout and delivery, attributes expanded throughout 2020 to cover a multitude of business offerings in every business category. Every business worth its salt now includes attributes on their business listings to inform users about fundamental business aspects, such as online or in-person services. Others have taken it a step further and have provided auxiliary information about their business, such as wheelchair accessibility, dietary options, and female or veteran leadership and ownership. ![Google local search results showing attributes for KFC restaurants](/wpe-content/uploads/2020/07/attributes-1.jpg) In other words, attributes have become commonplace either as a requisite for a listing’s completeness or as additional content to further improve user experiences. With their prominent position on a business’s listings and knowledge panel, users now expect to see attributes. Listings that still haven’t adopted them look neglected next to their competitors. In 2021, **incomplete listings will have attributes assigned to them via crowdsourced data**. Google can already populate addresses, phone numbers, and websites without any verification from the business owner, and attributes are next on the list. Attributes have shown themselves to be a useful, practical feature, and Google will force their use when business owners fail to implement them. Critically, attributes will become a major factor in [local SEO](/services/search-engine-optimization/local-seo/)—matching a business with a user’s query—so all business owners will need to include attributes on their listings to remain competitive. Just remember that automatic assignment of attributes will inevitably lead to some undesirable inaccuracies; your best bet is to manage them directly. 2. ## Google reviews will gain functionality (and prominence) From adding a review carousel to a new “Get more reviews” button on the local knowledge panel, Google strongly emphasized its reviews in 2020. In previous years, the search giant was happy for users to rate businesses on a basic five-star scale, but now heavily emphasizes review content. Why? Because users can now search a business’s reviews by key terms and, more importantly, Google results now include review content when matching searches to businesses. !['Get more reviews' button in GMB](/wpe-content/uploads/2020/01/Get-more-reviews-button.jpg) Google is attempting to increase its market share in the review space and, more specifically, is trying to poach users from sites like Yelp and Trip Advisor. That’s why it’s copying many of Yelp’s more robust review features to encourage the kind of reliable, content-rich reviews users prefer (which it can mine to auto-assign attributes, as explained above). Google is even now suggesting that users follow “local guides”, who have in turn been encouraged to leave more reviews of their own. By increasing the quality and scope of their reviews, Google is hoping that users will look at more than just the star rating of businesses—and come to see Google as the *de facto* source of reliable information for users in the consideration stage. 3. ## A “clickless”, pay-to-win Google will emerge Google is in the process of migrating information to knowledge graphs and GMB listings. Users will no longer need to click through from the SERP to find the information they need. As a result, traffic to brand’s websites and local pages may shrink as users increasingly find decision-critical information in search results. But Google isn’t content to simply provide more information upfront. Users can call almost any local business directly from the SERP, and in some cases can even [reserve a table through Google](/blog/table-for-two-google-assistant-now-supports-restaurant-reservations/). We can easily see Google doubling down and adding even more conversion functionality, such as appointment bookings for all types of businesses or “buy it now” for product searches. The purpose of all these improvements—displaying more information, adding higher quality reviews, and adding additional conversion points—is to keep users on Google above all other websites. By providing more value (mostly by poaching the value that other websites offer), Google becomes the primary platform in all parts of a consumer journey from discovery, to research, to purchase. This consolidation will have an Amazon-like effect, where businesses effectively abandon their own first-party platforms to better serve users where they congregate. With Google controlling the user journey, businesses will need to bend the knee and possibly sacrifice a percentage of revenue to Google’s platform for every lead it generates, even via historically organic results. ![The entrance sign to the new Google building in the south lake union area at sunset.](/wpe-content/uploads/2019/12/google-building-exterior-1.jpg) It is not just a matter of more ads placed on the top of Google search results: it’s a matter of Google offering a better organic experience for users—but requiring businesses to pay to be part of that organic experience. For instance, in 2020 Google allowed businesses to make Google Posts at scale for no cost, ostensibly for important COVID-related updates. But the search giant also stated that it was a temporary measure. Don’t be surprised if Google Posts become a paid feature once they’re an accepted (and even expected) part of the user experience. Don’t think they would? We’ve seen it already in the hospitality sector. Google denies hospitality businesses the normal tools they provide to every industry: hospitality brands are unable to use Google Posts or link to an appointment/booking URL in their knowledge panel. Moreover, hotel knowledge panels are driven by an ad system wherein hotel owners must bid via a room rate commission fee called “Google Hotel Ads” instead of bidding on a keyword in the conventional sense. That’s right—hotels need to bid in their own knowledge panels! Brands in the future will need to fight to stay on top of Google’s organic listings as Google poaches the leads formerly converted on the brand’s own website. Businesses need to find a way to compete with Google and generate leads themselves or otherwise play ball with the search engine and go the way of the hospitality industry, paying for organic features just to remain competitive. ## Rise to the local challenge Local listings and their related features are already an integral part of the customer journey, and 2021 will see them further embedded into our online behavior. The challenge for businesses especially those with distributed footprints will be to [continually manage and optimize every new feature for every location](/services/local-presence-management/), encourage authentic (and long-form) reviews, and know just how much to engage in Google’s forthcoming pay-to-win dynamic. But what will the next 12 months look like in media, content, SEO, and other critical digital disciplines? Stay tuned for the next installment or [download the entire series right now](https://info.dacgroup.com/dac-2021-digital-marketing-predictions) in one handy PDF. --- https://www.dacgroup.com/insights/blog/search-optimization/making-meaningful-connections-local-seo-in-the-pandemic-era.md --- title: "Making meaningful connections: Local SEO in the pandemic era" date: 2024-12-30 published: 2020-12-08 author: "Thom Lodge" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/BTH-Series-020.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/making-meaningful-connections-local-seo-in-the-pandemic-era.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/etablir-des-liens-significatifs-le-seo-local-a-lere-de-la-pandemie.md" de: "https://www.dacgroup.com/de/einblicke/blog/search-optimization/bedeutende-verbindungen-herstellen-lokale-seo-in-der-pandemie-ara.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/making-meaningful-connections-local-seo-in-the-pandemic-era-2.md" --- # Making meaningful connections: Local SEO in the pandemic era As the world begins moving out of lockdowns and into new tiered systems, there’s even more uncertainty about what people can and can’t do. For businesses with local brick-and-mortar locations, this means a shift not only in operations but in the way they need to engage with their audiences. In times like these, [local SEO](/services/search-engine-optimization/local-seo/) has the potential to help businesses connect with existing customers and even attract new ones. It all boils down to understanding how users are searching—and, as with most things in this crazy year, the most effective strategies look at things a little differently. ## An “open” query doesn’t just mean opening hours anymore In simpler times, you would expect a query containing the term “open” to be answered with the opening hours of the establishment. Now a query with the term “open” comes with a lot more baggage. After the lifting of initial lockdowns, many countries saw a blanket reopening of restaurants, gyms, and pubs. But with tiered systems creating a much more fluid experience alongside a wider array of searches with local intent, there is now further uncertainty about which businesses are open—and in what capacity—at the local level. For instance, since the last major lockdown in the UK ended, there has been a surge in queries about businesses being open or closed: ![Search trends on a line chart](/wpe-content/uploads/2020/12/local-seo-01.jpg) ![Search trends on a line chart](/wpe-content/uploads/2020/12/local-seo-02.jpg) ## What is open near me? We have also seen the rise of “open near me” searches. In pre-pandemic times, these searches were normally reserved for those of us not blessed with perfect planning skills. The volume of “hairdresser open near me” searches shortly prior to Christmas 2019 was higher than the peak of similar searches during the initial lockdown: ![Search trends on a line chart](/wpe-content/uploads/2020/12/local-seo-03.jpg) In most other industries, “open near me” search trends seem to be a phenomenon that is unique to 2020: ![Search trends on a line chart](/wpe-content/uploads/2020/12/local-seo-04.jpg) ![Search trends on a line chart](/wpe-content/uploads/2020/12/local-seo-05.jpg) ![Search trends on a line chart](/wpe-content/uploads/2020/12/local-seo-06.jpg) This trend is not only seen in the UK, but is also replicated in the US and Canada: ![Search trends on a line chart](/wpe-content/uploads/2020/12/local-seo-07.jpg) ![Search trends on a line chart](/wpe-content/uploads/2020/12/local-seo-08.jpg) Searcher uncertainty is further exhibited by a sharp rise in searches including “what”. This strongly suggests that users are actively looking for options rather than making a navigational search: ![Search trends on a line chart](/wpe-content/uploads/2020/12/local-seo-09.jpg) With the uncertainty that has been introduced by tiered lockdown systems, we fully expect “open near me” searches to continue surging through the holiday period and beyond: ![Search trends on a line chart](/wpe-content/uploads/2020/12/local-seo-10.jpg) ## Decoding the search meaning A search for opening hours is traditionally a transactional search, with “open near me” searches only sporadic in volume. But COVID-19 appears to have changed that. We’re now in a world where “open” and especially “open near me” searches are a fundamental part of the consideration stage. Google has already spoken at length about the “messy middle” of the user journey, and the pandemic appears to have made the middle an even more complicated space for local search. ![Google graphic showing the "messy middle" of the consumer journey](/wpe-content/uploads/2020/12/local-seo-11.jpg) Source: [Google](https://www.thinkwithgoogle.com/intl/en-gb/consumer-insights/consumer-journey/navigating-purchase-behavior-and-decision-making/) With these previously navigational searches shifting into the comparison and evaluation stages, marketers need to rethink user journeys and how best to communicate with customers to ensure their needs are met at the point of search. It’s an important consideration because these searches are important, indicating that users want to visit a store but are uncertain about whether they should even try. Being visible at this stage—and communicating certainty—is critical for any business with physical locations. Here’s how: 1. ### Local business listings Maps and [local listings](/local-marketing-platforms/listings-management/) remain key in these local searches. They represent an easy way to highlight altered opening hours and services available to users at that moment. Google has been quick to give new functionality to local businesses and it is imperative that these are taken advantage of. Make sure your hours are completely accurate and that your menu of services or products reflects what is available to a user at that time. Local businesses can also make use of Google Posts ([especially during the holiday season](/blog/3-ways-google-posts-can-help-you-win-this-holiday-season/)); a quick way to communicate directly to users on the SERP. 2. ### Organic results With location searches moving towards top-of-funnel status, [local store pages](/local-marketing-platforms/location-pages/) are more important than ever. We expect many searchers wanting to research what is open may simply bypass maps results and instead browse store locations on a brand’s own website. Local store pages are a great way to communicate with customers by answering the specific questions they are likely to have. This could be done, for example, through the addition of on-page content that immediately answers common questions about opening hours. This is also the perfect opportunity to add information around the safety precautions that are in place. If we see that some visitors to local store pages are in the comparison stage, we have a chance to educate them about a specific offering and related services (e.g. click and collect), and provide very localized information—which is even more important with the tiered systems in place. 3. ### Enterprise-to-Local thinking By understanding the underlying intent of a user’s search, we can offer them streamlined journeys to get to the information they need. That means making decision-critical information easily accessible in multiple channels. After all, moving a user from a brand- or enterprise-level search to a local store page with the end goal of them visiting a brick-and-mortar location requires a linked-up marketing strategy that puts the user at the center. ## Assure your customers—always A well-executed local SEO strategy offers certainty in times of uncertainty. Whether your audience is seeking more information or simply wants to know whether or not a location is open, local visibility is key. Want to know more? Find out how we create tailored, [Enterprise-to-Local strategies](/discover/white-papers/enterprise-to-local-digital-marketing-playbook/) that empower multilocation businesses to engage their customers, make meaningful connections, and drive transformative growth. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/creative/holiday-adverts-vs-2020-how-the-biggest-brands-stack-up-in-the-year-of-the-pandemic.md --- title: "Holiday adverts vs. 2020: How the biggest brands stack up in the year of the pandemic" date: 2024-12-30 published: 2020-12-04 author: "Allison Hamilton" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/holiday-ads.jpg" categories: - name: "Creative" url: "/insights/blog/creative.md" tags: - name: "advertising" url: "/tag/advertising.md" - name: "Amazon" url: "/tag/amazon.md" - name: "coca-cola" url: "/tag/coca-cola.md" - name: "holiday ads" url: "/tag/holiday-ads.md" - name: "john cleese" url: "/tag/john-cleese.md" - name: "John Lewis" url: "/tag/john-lewis.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/creative/holiday-adverts-vs-2020-how-the-biggest-brands-stack-up-in-the-year-of-the-pandemic.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/creative/les-publicites-de-vacances-vs-2020-comment-les-plus-grandes-marques-se-positionnent-l-annee-de-la-pandemie.md" de: "https://www.dacgroup.com/de/einblicke/blog/creative/feiertagswerbungen-vs-2020-wie-die-grosten-firmen-im-jahr-der-pandemie-abschneiden.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/creative/holiday-adverts-vs-2020-how-the-biggest-brands-stack-up-in-the-year-of-the-pandemic-2.md" --- # Holiday adverts vs. 2020: How the biggest brands stack up in the year of the pandemic The holiday season can be magical for all those lucky enough to celebrate, relax, embrace time with loved ones, and indulge in cozy festivities for days on end—especially working professionals who need a welcome escape from their daily grind. The growing tradition of joyful holiday ads only enhances that sense of escapism. But this has been no ordinary year. Between the pandemic, politics, and hugely significant social justice issues, consumers are reassessing the ways they view, choose, and interact with brands. COVID-19, for instance, has shone a spotlight on brands that have navigated these uncharted waters with empathy and authenticity, and cast aspersions on brands who tried and failed (or, worse, didn’t even bother to try). After all, the way brands respond in times of crisis and unrest can say a lot about them and can either help grow or damage relationships with their customers. While many businesses pivoted to a more serious and empathetic tone earlier on in the year, surveys suggest that by December [consumers are more receptive to entertaining and optimistic ads that focus on the spirit of the season](https://morningconsult.com/2020/10/08/holiday-brands-message-consumers-analysis/). Yet brands have to remain strategic when it comes to balancing their values and empathy for audiences with a satisfying amount of festive spirit for 2020 holiday campaigns. So, now that the holiday season is well underway, let’s see if the most anticipated adverts have lived up to expectations. Because we’re all about measurable media, we’ve assigned scores to each advert in the following categories: - **Festivity/holiday cheer** - **❤️ Brand values and social responsibility** - **Awareness of audience and pandemic** - **Number of tears earned** ## John Lewis, “Give a Little Love” One of the pandemic’s silver linings has been the kindness we’ve shown to one another, which is the focus of John Lewis’ campaign this year. The story progresses through a variation of illustration styles, following characters through wintery scenes extending acts of kindness to strangers and reminding us of our greater connection and the impact we have on one another’s lives. We’re not crying, *you’re* crying… The British department store chain was inspired by the way the British public has upheld these values over the past several months. The campaign also raises funds for alleviating food poverty and supporting families in need through charities FareShare and Home-Start. John Lewis has long used sentimentality to create emotional connections with its audience. It is now a core element of their brand identity and this ad certainly maintained that quality while shifting to reflect the reality of 2020 in a natural way. With a heartfelt message and support for much-needed charitable efforts, John Lewis has certainly met our expectations. - **Festivity/holiday cheer: 7/10** - **❤️ Brand values and social responsibility: 10/10** - **Awareness of audience and pandemic: 9/10** - **Number of tears earned: 4/10** ## Coca Cola, “The Letter” Grab your Kleenex for Coca-Cola’s tear-jerker of a holiday ad. The story follows a father leaving his remote job to journey through the world’s harshest environments, reaching the North Pole to make his daughter’s wish come true. “In a year when the world needs holiday cheer more than ever, Coca-Cola is celebrating the gift of presence—over presents—through a seasonal campaign launching in 90-plus countries including the United States,” reads the brand’s [campaign press release](https://www.coca-colacompany.com/news/2020-holiday-campaign). The ad does a great job tying in the traditional Coca-Cola holiday branding (featuring their Santa Claus and Christmas truck) with messaging a global audience would appreciate during these times, promoting hope and unity. In previous years, the brand has focused their ads on spreading uplifting messages around the meaning of the season, and while this year’s ad features a similar mentality, it strikes a more dramatic and sentimental note than we’re used to seeing from Coca-Cola. Although it’s an appropriate change in mood to best follow an intense and emotional 2020, we were hoping for a larger initiative that would have been especially impactful coming from a globally recognized brand. - **Festivity/holiday cheer: 6/10** - **❤️ Brand values and social responsibility: 5/10** - **Awareness of audience and pandemic: 7/10** - **Number of tears earned: 8/10** ## Disney, “From Our Family to Yours” Disney’s ad follows the story of the close relationship a grandmother builds with her granddaughter over the years, centered around elements of the holidays the woman enjoyed since her childhood in the Philippines. Disney, naturally, did a good job of tying in the importance of family. It is, after all, a fundamental theme that underscores many of their films. Disney is one of the world’s most powerful brands because it has been able to attract a loyal fanbase of all ages. Since its inception, it has harnessed the power of emotional storytelling, its audience’s desire for nostalgia, and focused on creating magical experiences to transcend narratives in its content and marketing. As a 2015 [Forbes article](https://www.forbes.com/sites/willburns/2015/06/09/disney-proves-that-profitable-marketing-is-about-brand-stories/?sh=77399ba2227b) put it: “Disney’s ‘content marketing’ strategy goes in reverse compared to most brands. Meaning, where most brands start with a physical product and then build a story around it in the form of ‘content marketing’, companies like Disney do exactly the opposite.” Having trouble recalling last year’s Disney advert? This was Mickey and co.’s debut Christmas campaign. Despite the holiday’s magic and nostalgia, there had never been a Disney holiday advert in its 97-year history. Even so, Disney entered the game with a strong presence and represented their brand in true Disney spirit. As expected, they kept real families at the heart with all proceeds from the ad’s accompanying song supporting the Make a Wish foundation. - **Festivity/holiday cheer: 7/10** - **❤️ Brand values and social responsibility: 10/10** - **Awareness of audience and pandemic: 5/10** - **Number of tears earned: 10/10 (Pass the tissue!)** ## Amazon, “The Show Must Go On” Meant to convey the resilience shown throughout this year, Amazon’s ad certainly hit the mark when it comes to reflecting on the pandemic and our innate need to rise above. The ad portrays a young ballet dancer who spends every spare minute practicing for her leading role in a winter production, only to have it canceled as government restrictions tighten. The story is relatable, echoing the realities of the pandemic as all our plans, hopes, and goals have been delayed (with artists among those most affected). It’s a beautifully directed piece, although we feel this could have embraced the festivity of the holidays a bit more while maintaining the same impact. Without the few twinkle lights and light snowfall during the last scene, this could have taken place at any time of year. Amp it up a little, Jeff! In recent years, Amazon started developing a theme of happy, playful, musical-style commercials complete with smiling packages singing along through the scenes. This year they diverted in favor of something they likely felt would be more impactful, yet stayed true to their core message: finding a solution for any type of problem. Unfortunately, while it was a lovely message, this fell short for us in the social responsibility category. With Amazon having made record-breaking profits this year (in [Q3 2020 it earned 196.7% more than it did in Q3 2019](https://www.digitalcommerce360.com/article/amazon-sales/)), we would hope to see the brand embrace the meaning of the holidays and the spirit of giving; perhaps with a donation to aid struggling artists or even small business fulfillment price breaks. - **Festivity/holiday cheer: 4/10** - **❤️ Brand values and social responsibility: 4/10** - **Awareness of audience and pandemic: 10/10** - **Number of tears earned: 6/10 (Pass the tissues!)** ## And the winner is… It’s not easy to balance festive escapism and the world’s rebooted priorities, but these brands did a commendable job against heightened expectations. Who came out on top? For us, Disney’s “From Our Family to Yours” takes the cake. Although it misses a tieback to the unique circumstances the world finds itself in, the sentimentality, true reflection of the Disney brand, festive holiday-driven story, and greater charitable purpose easily earns it top rank. A special shout goes to John Lewis’ “Give A Little Love”. The ad keeps the brand’s British audience at the heart of the story while using a central theme of spreading kindness during the pandemic to reinforce the meaning of the holiday season (with a philanthropic cause as the cherry on top). So, what can we learn from these giants of advertising? 1. ### Take a local approach but maintain a global view With COVID-19 impacting everyone across the globe, it’s crucial to keep the bigger picture in mind and consider how the world is experiencing these circumstances all at once. At the same time, however, the way the pandemic has affected our local communities is unique, with each continent, country, and city facing different restrictions and realities. This makes it incredibly important to make sure you appropriately reflect how your local audience is currently living and coping, helping to create an authentic connection with your business, as we saw with John Lewis. 2. ### Be consistent with holiday traditions Let’s face it, we’ve all been anxiously awaiting the holiday season for a much-needed break from 2020. While it can be tempting for brands to use this opportunity to focus on empathizing with the public, consumers remain fixated on fundamental holiday narratives. Mix together some holiday spirit, nostalgia, family, and “goodwill to all” and you’ve built yourself a solid foundation for success. 3. ### Consider your brand’s values—and your audience’s Taking time to understand how your audience’s expectations are reflected in your campaigns will really set the stage for how they are received. Brands who not only work on actively supporting their customers but also make an effort to support their communities and causes that reflect their values will have the greatest impact on consumers’ hearts (and wallets). It’s easy to spread positive messages around the holidays, but if you’re looking for authentic consideration and brand loyalty, consumers will want to see you put your money where your mouth is. Until the next time, happy holidays and onwards to a bigger, brighter 2021! --- https://www.dacgroup.com/insights/blog/search-optimization/google-announces-passage-indexing.md --- title: "Google announces passage indexing" date: 2024-12-30 published: 2020-11-25 author: "Nyo Logan" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/raspberries-1.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" tags: - name: "Google" url: "/tag/google.md" - name: "passage indexing" url: "/tag/passage-indexing.md" - name: "SEO" url: "/tag/seo.md" - name: "snippets" url: "/tag/snippets.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/google-announces-passage-indexing.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/local-search/google-annonce-l-indexation-des-passages.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/google-announces-passage-indexing-2.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/google-anuncia-una-nueva-manera-de-indexar-basada-en-parrafos.md" --- # Google announces passage indexing Google has announced that its latest and greatest search innovation—[passage-based indexing](https://www.blog.google/products/search/search-on/)—will affect an estimated 7% of search queries across all languages when fully rolled out across the world. It’s exciting news, for sure, but… what exactly is passage indexing? The search giant explains: > Very specific searches can be the hardest to get right, since sometimes the single sentence that answers your question might be buried deep in a web page. We’ve recently made a breakthrough in ranking and are now able to not just index web pages, but individual passages from the pages. By better understanding the relevancy of specific passages, not just the overall page, we can find that needle-in-a-haystack information you’re looking for. Google’s press release also revealed how results will appear, noting that it can now understand that the passage on the right-hand side is a lot more relevant to a specific query than the broader content on the left. ![Google's passage indexing in action](/wpe-content/uploads/2020/11/passage-indexing.jpg) Looks a lot like a featured snippet, right? Google thinks so too, and clarified that its new feature will determine the relevance of any web document by understanding passages, whereas featured snippets identify the single most relevant passage in a document they have overall determined to be relevant to the query. Google’s move will provide more opportunities for sites with less authority but relevant, high-quality content to appear more prominently in search results. It’s a simple premise, yet the nature of the announcement has led to a certain degree of confusion in the SEO community. ## To index, or not to index; that is the question The initial confusion comes from Google using the term “indexing” while telling us this is not an indexing update. Google’s public liaison of search, Danny Sullivan, quickly cleared up this apparent contradiction on Twitter: ![Tweets from Google's search liaison explaining passage indexing](/wpe-content/uploads/2020/11/search-liaison.jpg) So, Google’s new passage “indexing” actually has no correlation with the way content is indexed; instead, it’s a ranking factor. Had they chosen a term other than “indexing”, the initial hysteria would have been averted. ## How to drive performance with passage indexing During a recent Google Hangout, Senior Webmaster Trends Analyst John Muller reiterated the fact SEOs should not be trying to optimize for this new ranking update. The key is to have a well-structured website rather than making any drastic changes: > It’s not that there’s a separate passage index or anything like that involved. It’s more about understanding the page and the different parts of the page and being able to recognize which of those parts are relevant for user’s query. \[…\] You should make sure that you have clear headings and that you have well-structured content on your pages so that we can recognize these sections, which, to me, is kind of obvious. \[…\] > > One thing I would caution from is trying to jump on the train of trying to optimize for these things, because a lot of the changes that we make like these are essentially changes that we make because we notice that web pages are kind of messy and unstructured. And it’s not so much that these messy and unstructured web pages suddenly have an advantage over clean and structured pages. While we have spent the last few years focusing on creating unique content pages to target those more qualified long-tail terms and queries, this shift could potentially see SEO rediscover its love for longer content pages now that Google can better understand individual passages. ## Why now? We believe passage indexing has been introduced for two main reasons. Primarily, Google wants to improve search results for those more focused search terms by retrieving specific passages from relevant-but-less-authoritative websites that otherwise lack the clout to compete for the instant answer space. Very simply, there’s a more level playing field for passages because they’re not ranked using the same factors as instant results. Attracting searchers with longer-tail, top-of-funnel queries gives businesses (especially those competing against larger rivals) the opportunity to move prospects through the “messy middle”, including making the transition [from enterprise to local](/discover/white-papers/enterprise-to-local-digital-marketing-playbook/). Secondly, Google is continuing to advance its use of natural language and AI in order to stop content creators burrowing deeper into the rabbit hole. Having to create a unique page of content for variations of the same keyword and/or query has long led to diluted, regurgitated content being produced at scale. Happily, SEOs may now be able to discard this approach and instead simply focus on producing relevant, well-structured content. ## Get ahead of the game There isn’t a specific report in Google Search Console showing traffic from passage indexation—yet—but in the coming months we expect Google to provide clearer reporting on passage indexing within Search Console. In the meantime, site owners should expect to see an increase in impressions for pages that have benefited from the updates. Google plans to roll out this update to English language countries at the end of 2020, with support for other languages following early in 2021. Want to get ahead of the game and find out how you could potentially profit from passage indexing? Our SEO experts would love to hear from you. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/local-search/google-throws-its-heavyweight-behind-local-reviews-2.md --- title: "Google throws its (heavy)weight behind local reviews" date: 2024-12-30 published: 2020-11-18 author: "Mike Fantis" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/heavyweight.jpg" categories: - name: "Local Search" url: "/insights/blog/local-search.md" tags: - name: "Anthony Joshua" url: "/tag/anthony-joshua.md" - name: "Google My Business" url: "/tag/google-my-business.md" - name: "local listings" url: "/tag/local-listings-2.md" - name: "online reviews" url: "/tag/online-reviews.md" - name: "reputation management" url: "/tag/reputation-management.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/local-search/google-throws-its-heavyweight-behind-local-reviews-2.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/local-search/google-throws-its-heavyweight-behind-local-reviews.md" --- # Google throws its (heavy)weight behind local reviews As the undisputed heavyweight champion of the digital age, Google rarely attempts to hide its ambitions. In fact, in a thoroughly disrupted year that has dramatically accelerated digital uptake, the search giant has made huge, conspicuous leaps forward in both [shopping](/blog/google-shoppings-free-expansion-what-it-means-for-advertisers/) and local. For the latter, Google has now enlisted two-time unified heavyweight world boxing champion Anthony Joshua as it takes the fight to its rivals in the review space—most notably the controversy-courting incumbent Trustpilot. In the ad made specifically for British television, Joshua takes a whistle-stop tour through his Golders Green stomping ground and implores viewers to “support local businesses you love with a little help from Google”. This isn’t only Google’s latest effort to establish dominance in local reviews: it’s also its most direct tactic to date. With so many small businesses fighting to survive the continuing impact of the pandemic, this primetime ad spot is Google’s attempt to highlight its local platforms, generate goodwill among businesses and consumers alike, and position [Google My Business](/services/local-presence-management/google-my-business-management/) as a benevolent force for good. ## The stakes have been raised So it’s good news all round, right? Well, not exactly. Life is about to get even tougher for businesses that treat store reviews as an afterthought. And make no mistake: very few businesses are actively responding to their local reviews. Even those with the resources to dedicate entire teams to digital are unable to translate their investment into measurable store performance at the local level. It’s a crazy situation. Brands that pride themselves on in-store customer service are essentially ignoring the same people online, not realizing that online ratings have a direct impact on local pack rankings. Worse still, when customers report negative experiences, those harmful reviews remain visible forever, prompting new prospects to opt for an alternative instead. ![A negative Google review with a response from the business owner](https://www.dacgroup.com/wp-content/uploads/2024/12/local-review-2.jpg) As Google steps up its efforts, so too must all brick-and-mortar businesses. Google just gave its reviews a shot in the arm, and its search platform is inching closer to becoming a zero-click experience—users don’t even have to click through to your website or social feeds to make their purchase decisions. If you’re not able to respond to all of your local reviews and proactively manage your local listings, your problems may be about to multiply. Fortunately, local just happens to be our primary area of expertise as [one of the world’s most significant Performance Marketing Agencies](/blog/forrester-names-dac-among-the-most-significant-performance-marketing-agencies/). Let’s talk. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/paid-media/how-well-do-responsive-display-ads-perform.md --- title: "How well do responsive display ads perform?" date: 2025-10-03 published: 2020-11-11 author: "Logan Zatzman" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/rdas.jpg" categories: - name: "Paid media" url: "/insights/blog/paid-media.md" tags: - name: "marketing trends" url: "/tag/marketing-trends.md" - name: "RDA" url: "/tag/rda.md" - name: "responsive display ads" url: "/tag/responsive-display-ads.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/paid-media/how-well-do-responsive-display-ads-perform.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/paid-media/quel-est-le-rendement-des-publicites-a-affichage-reactif.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/paid-media/how-well-do-responsive-display-ads-perform-3.md" --- # How well do responsive display ads perform? It almost goes without saying that the type of ads you choose to run on more than three million websites across Google properties will have an impact on your campaign’s performance. But that doesn’t mean format selection should be a hugely complex process. In fact, it would appear that Google’s default format might actually be the best option for the Google Display Network: [responsive display ads (RDA)](https://support.google.com/google-ads/answer/6363750?hl=en&ref_topic=3121943) have been shown to drive the greatest performance in terms of both reach and scale. But how, exactly, do RDAs work? More importantly, how do you deploy them effectively? Let’s take a closer look. ## What is an RDA? Powered by machine learning, RDAs allow advertisers to upload up to 15 images, five headlines, five descriptions, and five logos which are automatically adjusted (size, appearance, combination, format) to fit any available ad space that works best based on past ad performance history. ![The four elements that go in RDAs: logos, images, descriptions, and headlines](/wpe-content/uploads/2020/11/rda-format-1.jpg) Currently, Google will also split test ad copy and image variations to find the best combinations to boost performance. But the effectiveness of the final assets is not 100% down to the algorithm. If you want to end up with quality ads that perform, each component part has to be up to the task. ## Creative best practices for RDAs Let’s just come out and say it: imagery is the single most important element of responsive display ads. Advertisers have to deploy [creative assets](/services/design/) that are not only eye-catching, but effectively help their audiences understand the product/service, brand, and value proposition. That’s why DAC’s Media team works closely with in-house designers to generate high-quality, on-brand imagery for each of our campaigns. Images intended to be used in RDAs cannot be visually skewed, blurry, or have a strobing effect. Neither should they have any overlaid logos, text, or buttons—that’s Google’s job. We use static images within our RDAs, but it is important to note that video assets are also engaging for users. ![RDA gif](/wpe-content/uploads/2020/11/RDA-gif.gif) In terms of copy, RDAs allow advertisers to provide up to five short headlines within 30 characters, one long headline within 90 characters, and up to five descriptions to elaborate on the headlines and articulate the value proposition clearly. We always ensure that all RDA copy assets are unique for maximum performance and provide all possible copy to reduce costs as the campaign ran. To decide on the most appropriate and effective tone, refer to your best results in [SEM](/services/search-engine-marketing/) . We regularly take inspiration from our best-performing ads in conventional search campaigns to craft headlines and descriptions that really resonate with our target audiences. ## RDAs in action In our most recent client campaign, RDAs outperformed conventional display ads in multiple key metrics, including site traffic, CTR, CPC, and store visits. Specifically, RDAs generated +314% CTRs and -73% CPCs compared to traditional ads. With 3% lower spends, we were able to achieve +264% site traffic and +209% store visits (conversions) using RDAs instead of traditional ad formats. ![How RDAs compare with traditional display ads in terms of CTR](/wpe-content/uploads/2020/11/rda-graph-1.jpg) ![How RDAs compare with traditional display ads in terms of CPC](/wpe-content/uploads/2020/11/rda-graph-2.jpg) ## Future improvements and insights Iterative improvement is the name of the game in digital media, so although these outrageous results represent an excellent start, they are by no means the end of the story. For this particular account, we had previously used traditional display ads only. Having observed the impact of RDAs, with significant improvements in both CTR and CPC, it became clear that they should be carefully implemented across all of our client’s lines of business. Of course, one of the RDA format’s main strengths is that it lends itself perfectly to A/B testing. In this campaign, we are determining which call to action drives better performance—”Learn More” or “Visit Site”—as the first test in an ongoing optimization program that will also involve imagery and ad copy. ## Our RDA checklist - All images must meet basic quality standards - Include the recommended number of assets and copy - All copy should be unique - Swap in new creative assets as promotions change - Commit to ongoing A/B testing and optimization Could an RDA campaign drive transformative growth for your brand’s paid media efforts? There’s really only one way to find out… Let’s talk! GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/how-diverse-is-dac.md --- title: "How diverse is DAC?" date: 2024-12-30 published: 2020-11-05 author: "Linda Pickering" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/diverse-ducks.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" tags: - name: "digital" url: "/tag/digital-5.md" - name: "diversity" url: "/tag/diversity.md" - name: "inclusion" url: "/tag/inclusion.md" - name: "inclusivity" url: "/tag/inclusivity.md" - name: "workplace" url: "/tag/workplace.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/how-diverse-is-dac.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/how-diverse-is-dac-2.md" --- # How diverse is DAC? We’ve been in business for almost 50 years—and you don’t grow a successful business that lasts that long without learning a few things. In our hearts (and with our eyes and ears), we have long believed that DAC is a truly diverse company. You need only walk our halls to see the many different cultures and ethnicities that make up our teams. But, feeling the need to do more than just *assume* we’re an inclusive company, we decided to ask our staff: “How diverse and inclusive is DAC?” Here are some of the highlights from our employees across 12 offices in six countries: New York, Chicago, Louisville, Rochester, Toronto, Vancouver, Montreal, London, Edinburgh, Madrid, Munich, and Paris. - ### Diversity ✔️ We have lots of insights to share, but let’s start with the big one: “Do you think DAC is a diverse organization?” A positive response of 85% confirms our hopes and makes us very proud. More importantly, it reminds us that we have some room for improvement too. - ### Culture Looking at our geographic footprint, you would expect DAC to have team members from an array of different cultures, right? We sure do! In fact, our Geeks with Personality hold citizenships to 34 different countries and identify as being a part of 53 different cultural ethnic groups. - ### Language ️ English is not a first language for 33% of our staff, but all have mastered that particular challenge admirably. Equally impressive, collectively we speak 38 different languages. So, if you are looking for a global digital marketing partner… *Bonjour! Hola! Guten tag! Zdravstvuyte! Nǐn hǎo!* - ### Race 41% of our staff identify as People of Color, and in some of our offices we really do reflect our cityscapes. We are actively recruiting on more diverse platforms to make sure we give equal access to candidates of all cultures in all of our offices. We’re committed to always hiring the best Geek for the job while also driving diversity in our smaller offices. - ### Age DAC is proud to have been a leader in local marketing solutions for 48 years and counting. Yet we’re actually a young company with 70% of our staff under the age of 40. That means we have the energy and enthusiasm to tackle every business challenge before us, but also the wisdom and experience of our over-40 team members too. - ### Gender ♀️ As Beyonce would say, “Who runs the world? Girls!” At DAC that is often the case: overall, our team is 58% female, including 57% of management and 31% of senior leadership. We value talent, drive, and teamwork regardless of gender or any other characteristics that define our Geeks. - ### Orientation ️‍ About 10% of our team identify as being part of the LGTBQ+ community. Regardless of your pronoun, you are welcome at DAC—where ideas are the name of the game, not the person you love. - ### Disabilities About 5% of our team are living with disabilities. DAC is not only compliant with all legislation regarding disabilities where we have offices, but we specifically address accessibility in our onboarding and training processes too. We pride ourselves on approaching every relationship—and treating everyone we meet—with the exact same dignity and respect that we all deserve, regardless of any disability or challenge people may be facing. ## The story behind the numbers So, this is a lot of statistics, and there are others we could share too. But our promise is simple: to ensure that nobody at DAC ever feels discriminated against, treated differently, or deprived of opportunities because of their race, color, religion, gender, ethnic origin, age, disability, marital status, family status, sexual orientation, or any other characteristic protected by law. Although we’re 85% of the way there, we will work on raising that bar through ongoing education and awareness, actively providing opportunities to under represented communities, and ensuring the everyone at DAC—including our clients—recognize DAC as a leader in diversity and inclusion. Want to demonstrate your digital dexterity among truly diverse company? Head over to our [current job openings](/careers/jobs/) to see if there may be a home for you among our family. --- https://www.dacgroup.com/insights/blog/strategy/how-dac-has-embraced-virtual-events.md --- title: "How DAC has embraced virtual events" date: 2024-12-30 published: 2020-10-27 author: "Erika Halili" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/virtual-events.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" tags: - name: "Ad Age" url: "/tag/ad-age.md" - name: "Adobe" url: "/tag/adobe.md" - name: "Meg Galus" url: "/tag/meg-galus.md" - name: "Shake Shack" url: "/tag/shake-shack.md" - name: "virtual events" url: "/tag/virtual-events.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/how-dac-has-embraced-virtual-events.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/comment-dac-a-adopte-les-evenements-virtuels.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/how-dac-has-embraced-virtual-events-2.md" --- # How DAC has embraced virtual events Every cloud has a silver lining. As we have learned how to adapt during times of uncertainty, we’ve also uncovered some unique opportunities to leap out of our collective comfort zone and push the boundaries. Since the onset of the pandemic, we have been working diligently with select partners in the industry to produce fun, engaging, and compelling digital experiences that can be fully enjoyed from the comfort of home. Despite widespread lockdowns, closures, and a lack of in-person engagements, we have found a way to transform our events in new and exciting ways. We have also learned that when people are looking to connect, personalized experiences have the potential to produce amazing outcomes with some amazing individuals—especially when they’re brought together by a shared love of food! - ## Adobe + DAC’s Banana Bread Bake-Off Welcoming chef Meg Galus of Boka Restaurants, we gathered peers, coworkers, friends, and families for a fantastic virtual baking session with her Michelin-quality banana bread recipe. Partnering with Adobe, we created a fun new way to connect: discussing our love of baking while providing a warm and welcoming opportunity to discuss the perfect ingredients that go into a digital partnership. ![Banana bread](/wpe-content/uploads/2020/08/banana-bread.jpg) Thanks to everyone involved, we got to connect, share insights, and raise $10,000 for the Boka Restaurant Employee Relief Fund in the process (did we mention the banana bread was absolutely delicious, too?). - ## Ad Age + Shake Shack + DAC’s “Grill and Chill” Following the Ad Age Women to Watch conference and awards (don’t miss our brilliant Jenna Watson’s [discussion panel](/blog/dac-at-ad-age-women-to-watch-leading-innovation-during-crises/) ), we had the opportunity to host a fun event with Ad Age and thought it would be a fun collaboration with our digital partner, Shake Shack, to learn the tips and tricks to the perfect burger. With the cameras rolling and the grills a-blazing, we got to cook, chat, and share insights and initiatives that have led to surprising new ventures. In particular, there was a great discussion with Steph So, Head of Digital Experience at Shake Shack, on how pushing boundaries in times of uncertainty has lead to surprising successes beyond selling burgers By approaching virtual events in a way that speaks to each individual in a personalized way, we’ve managed to transform our events during the pandemic—dispatching curated recipe boxes to their homes, allowing participants to enjoy the experience with their loved ones in familiar surroundings. There is nothing more powerful than being able to reach people (and, ultimately, customers) in a way that makes them feel engaged not only as individuals but as part of a community. In today’s new normal, we understand that what’s needed during times of crisis is being able to act fast, take action and pivot companies into new realms of opportunity to connect with both new and existing customers online. Want to be a part of our digital experiences, virtual events, and initiatives? Let’s talk. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/podcasting-is-the-new-radio-and-it-offers-priceless-opportunities.md --- title: "Podcasting is the new radio—and it offers priceless opportunities" date: 2026-01-09 published: 2020-10-21 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/podcasting.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" tags: - name: "audio content" url: "/tag/audio-content.md" - name: "podcast advertising" url: "/tag/podcast-advertising.md" - name: "podcast marketing" url: "/tag/podcast-marketing.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/podcasting-is-the-new-radio-and-it-offers-priceless-opportunities.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/podcasting-is-the-new-radio-and-it-offers-priceless-opportunities-2.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/el-podcasting-es-la-nueva-radio-y-ofrece-enormes-oportunidades.md" --- # Podcasting is the new radio—and it offers priceless opportunities Like the sense of suspense in an old time radio drama, digital audio has been steadily establishing prominence over the past decade. According to eMarketer, in fact, [digital audio accounted for most time spent on mobile apps in 2019](https://content-na1.emarketer.com/us-mobile-time-spent-2020)—and it’s only continuing to grow. Music streaming and podcasts have been at the forefront of this long-term trend. The latter has witnessed tremendous gains over the past few years: time spent listening to podcasts leapt from an average of seven minutes per day in 2018 to 11 minutes in 2019. Moreover, the number of heavy podcast listeners—those who listen to podcasts every day—[grew by more than 3.6 million in 2019](https://www.nielsen.com/us/en/insights/article/2020/podcast-content-is-growing-audio-engagement/). The question for marketers is: do podcasts present an opportunity for businesses to capitalize on? ## Online audio penetration According to the latest installment of The Infinite Dial, an annual report by Edison Research and Triton Digital, an estimated [192 million US individuals have listened to online audio in the last month](https://www.edisonresearch.com/wpe-content/uploads/2020/03/The-Infinite-Dial-2020-from-Edison-Research-and-Triton-Digital.pdf). That is a very impressive 67% of the US population. ![Chart showing percentage of US population that listened to online audio in the last month](/wpe-content/uploads/2020/10/Chart-1-audio-in-the-last-12-months.jpg) Spotify, followed by Pandora, are the most popular audio brands when it comes to listening to online audio; 28% indicate that they use Spotify the most. ![Charting showing the most popular audio content platforms](/wpe-content/uploads/2020/10/Chart-2-popular-audio-platforms.jpg) ## Podcast penetration Podcast familiarity leapt 30% in the last decade. In 2020, it is estimated that 212 million US individuals are familiar with podcasting. That is 75% of the US population, up from 70% in 2019. The survey also found that an estimated 155 million US individuals have ever listened to podcasts; that is 55% of the US population, up from 51% in 2019. ![Chart showing podcast familiarity in the US](/wpe-content/uploads/2020/10/Chart-3-podcast-familiarity.jpg) The US and Canada rank at the top of surveyed countries when it comes to podcast penetration: 37% of adult respondents in the US and Canada were monthly podcast listeners. Impressively, monthly podcast US consumers grew by 16% YoY—while weekly podcast listeners in the US tuned into an average of six different podcasts each week. ![Chart showing podcast listening figures by nation](/wpe-content/uploads/2020/10/Chart-4-podcast-listening-by-nation.jpg) In short, consumers appear to have a healthy appetite for audio content consumption. Brands looking to engage a growing audience need to consider podcasting. ## Podcasts and marketing, together at last! Branded podcasts are an effective means of advertising, and the favorable podcasting metrics tell a great story. According to a study commissioned by BBC StoryWorks, [branded podcasts have resulted in an 89% increase in brand awareness](https://www.bbc.co.uk/mediacentre/worldnews/2019/audio-activated), 57% in brand consideration, 24% in brand favorability, and 14% in purchasing intent. Unsurprisingly, many brands across industries have invested in podcasts, and there are many examples of popular and successful ones, including Sephora’s [\#LIPSTORIES](https://open.spotify.com/show/3QprRQ9UPuEjng12YHSfI4) and Johnson and Johnson’s [Innovation](https://www.stitcher.com/podcast/jorge-tovar/jj-innovation-podcast) podcast. There has been a spike in the use of podcasts as a marketing technique for both B2B and B2C companies. According to a report by Hinge, [8.5% of B2B professionals indicated that they have used podcasts and radio as a marketing technique](https://hingemarketing.com/library/article/2020-high-growth-study-executive-summary) in 2017. In 2019, this number jumped to 12.8%. ![Chart showing popular marketing techniques](/wpe-content/uploads/2020/10/Chart-5-marketing-techniques.jpg) Moreover, 18% of marketing professionals worldwide indicated that [podcasts are the most effective content type when it comes to building relationships to generate leads that convert](https://chart-na1.emarketer.com/237776/which-type-of-content-do-marketing-professionals-worldwide-feel-most-effective-building-relationships-generate-leads-that-convert-of-respondents-june-2020). ![Chart showing perceived effectiveness of various marketing techniques](/wpe-content/uploads/2020/10/Chart-6-lead-generation.jpg) There has also been a corresponding uptick in interest in podcast ads. According to eMarketer’s latest forecast, [US podcast ad spending will cross the $1 billion mark next year](https://content-na1.emarketer.com/us-podcast-ad-spending-surpass-1-billion-next-year). The report also states that “podcast advertising remains a bright spot of growth within digital radio. Spending on all types of podcast ads will rise by 10.4% this year to more than $780 million.” ![Chart showing spending on podcast advertising](/wpe-content/uploads/2020/10/Chart-7-podcast-ad-spending.jpg) Podcast ads offer untapped potential. The Podcast Playbook, published by Interactive Advertising Bureau, states that [67% of listeners could recall products and brands featured in podcast ads](https://www.iab.com/wpe-content/uploads/2017/08/IAB_Podcast-Playbook_v8.pdf) . Moreover, 61% paid for a product or service they learned about on podcasts. Podcast ads are relatively less intrusive, which makes them a great way to reach engaged consumers. However, brands should do it in a way that is not too annoying or irrelevant to the listener: the ad should be relevant to the content and the topic of the podcast in order to best retain the listener’s attention. ## Podcasting pillars While there isn’t a one-size-fits-all strategy to podcasting, there are several things to keep in mind if and when you decide to create a branded podcast. - **Maintain a robust landing page.** A landing page with a value proposition to house your podcast is the first step. - **Keep your buyer persona(s) in mind.** What are they interested in? What are they looking for? Are you creating something of value for them? - **Provide valuable content.** Podcasts can be incredibly engaging, and their audiences tend to be very loyal. Establish thought leadership and build credibility and reputation through the content that you deliver. Talk about topics that interest you and your audience. - **Post at strategic times.** When are your listeners listening to your podcasts? When are you most likely to capture their attention? Your podcast analytics will hold answers to these questions. Find trends, and release episodes by following a consistent schedule that you can commit to. - **Have a strong CTA.** Many podcasts prompt and encourage listeners to subscribe and share, either at the beginning or at the end of the episode. Be authentic and transparent: explain that this will help you grow your podcast and will enable you to continue to provide valuable content. Podcasts have become a fixture in consumer media consumption, and podcasting is being embraced by marketers as a versatile and compelling media channel. In this relatively new world, branded podcasts are a great way to retain current customers and reach new ones. Just remember that trial and error is your best friend: don’t be afraid to experiment. Hungry for more insights and revelations? Discover the DAC podcast, [Inside the Funnel](https://inside-the-funnel.captivate.fm/), in which three marketing leaders (and incorrigible rascals) reveal the unvarnished truth about an industry that evolves faster than any other. Listen now! --- https://www.dacgroup.com/insights/blog/analytics/webinar-recap-how-social-analytics-can-make-you-a-thought-leader.md --- title: "Webinar recap: How social analytics can make you a thought leader" date: 2024-12-30 published: 2020-10-07 author: "Lynn Duffy" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/flock-of-geese.jpg" categories: - name: "Proove Analytics" url: "/insights/blog/analytics.md" tags: - name: "customer analytics" url: "/tag/customer-analytics.md" - name: "data analytics" url: "/tag/data-analytics-4.md" - name: "digital marketing" url: "/tag/digital-marketing.md" - name: "Netbase" url: "/tag/netbase.md" - name: "social analytics" url: "/tag/social-analytics.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/analytics/webinar-recap-how-social-analytics-can-make-you-a-thought-leader.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/analytics/recap-du-webinaire-comment-l-analyse-sociale-peut-faire-de-vous-un-leader-d-opinion.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/analytics/webinar-recap-how-social-analytics-can-make-you-a-thought-leader-2.md" es: "https://www.dacgroup.com/es/descubre/blog/analytics/como-la-analitica-social-puede-convertirte-en-un-lider-de-opinion.md" --- # Webinar recap: How social analytics can make you a thought leader I recently had the pleasure to be a part of the NetBase Quid Virtual World Tour, where I explained how companies can gain valuable insights from social analytics platforms. As you may know, use cases for social analytics platforms usually involve some or all the following—as experienced first-hand by DAC and supported through [Talkwalker’s “Global State of PR” research](https://chart-na2.emarketer.com/233801/what-capacity-do-pr-marketing-communications-professionals-worldwide-use-social-listening-tools-of-respondents-dec-2019): - Measurement - Monthly reporting/maintenance - Competitive analysis - Benchmarking - Pitching new business But the headline here is that you’re only scratching the surface if you only use social analytics and social listening to establish baselines and monitor campaigns. Deployed properly, this tech has almost limitless potential to capture priceless data on niche topics and highly localized trends. More importantly, it can reveal insights that defy conventional logic, create lucrative differentiators, and inspire thought leadership that at times goes against the grain. ## Social analytics as a creative process Ask any designer or copywriter—however much planning you put into it, the creative process usually ends up looking something like this: ![Creative process illustration](/wpe-content/uploads/2020/10/creative-process.jpg) But did you know that using social analytics tools often results in a similar experience? To begin with, it’s about *how* you use tools. We’re fortunate enough to have a number of [research-based tools and resources](/blog/making-sense-of-data-during-a-crisis-our-curated-list-of-resources/) that we use to help define and execute strategies for our performance-minded clientele. Within that spectrum, we combine NetBase Quid—a leading consumer and marketing intelligence platform—with other analytical sources in order to contribute to research, persona development, competitive insight, and strategy development. More often than not, NetBase Quid is used to prove or disprove hypotheses we have about brand social conversations. It’s these “Ah-hah!” moments that provide meaningful (and actionable) nuance to digital strategies. But talk is cheap, right? What you really want to know is how the platform works in practice. In our presentation, **Forget All You Know… or *Think* You Know: How Social Analytics Can Make You a Thought Leader**, there were three examples that demonstrated how DAC used social analytics to: - Validate/take a pulse on consumers’ top-of-mind needs in the restaurant industry - Demonstrate that B2B conversations vary wildly by location (and explain why that matters) - Show that social data can turn even the safest assumption on its head ## The three tenets of social analytics If we cut to the chase, social analytics can be boiled down to three fundamental aspects: 1. ### Observation This is about as table stakes as you can get. Here we can look to establish baselines for clients and track movement against those baselines when tactics are actualized in the market. While there’s not always a 1:1 reaction, it can still be an important part of your process. 2. ### Taking a pulse This is all about keeping your finger on that pulse to understand if there are any developing trends by topic or category that can be drawn out to layer into content and/or media strategies. Understanding shifting trends matters as it helps brands to be more agile by understanding what’s important to their audience and pivoting (or not) accordingly. 3. ### Data-informed execution There’s a saying about assumptions—but it’s not the one you’re thinking of. We look to social analytics to confirm or invalidate assumptions. To that end, we look to the words of William Safire: “Never assume the obvious is true”. DAC uses the insights garnered from social analytics to confirm or invalidate assumptions as well as to layer nuance to our client strategies, performance media campaigns, and [thought-leadership pieces](https://www.menumag.ca/2020/06/08/the-unchartered-waters-of-covid-19-changing-consumer-habits/). Using social analytics in these ways will help you get to the heart of what matters to your audience, leverage specific insights (e.g. location) to better engage buyers, validate findings instead of relying on assumptions, and—ultimately—tell the right story to the right audience at the right time. Want to see for yourself? Watch the full session [here](https://event.on24.com/eventRegistration/console/EventConsoleApollo.jsp?uimode=nextgeneration&eventid=2389605&sessionid=1&key=FF83EB36FF8E0301AF1AEC31C0E1B638&contenttype=A&eventuserid=305999&playerwidth=1000&playerheight=650&caller=previewLobby&text_language_id=en&format=fhvideo1&newConsole=false) (DAC’s segment begins at 67:43) or jump straight to the [summary interview](https://www.linkedin.com/feed/update/urn:li:activity:6686298346505809920/). --- https://www.dacgroup.com/insights/blog/strategy/dac-at-ad-age-women-to-watch-leading-innovation-during-crises.md --- title: "DAC at Ad Age Women to Watch: Leading innovation during crises" date: 2024-12-30 published: 2020-09-22 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/1-Blog.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" tags: - name: "Ad Age" url: "/tag/ad-age.md" - name: "Ad Age Women to Watch" url: "/tag/ad-age-women-to-watch.md" - name: "Shake Shack" url: "/tag/shake-shack.md" - name: "webinar" url: "/tag/webinar.md" - name: "women in business" url: "/tag/women-in-business.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/dac-at-ad-age-women-to-watch-leading-innovation-during-crises.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/dac-at-ad-age-women-to-watch-leading-innovation-during-crises-2.md" --- # DAC at Ad Age Women to Watch: Leading innovation during crises At the Women to Watch conference and awards, Ad Age not only recognizes and celebrates the achievements of women who have made strides in advertising and marketing, but focuses on the challenges facing women—and others—in 2020 and beyond. As part of the program this year, DAC’s Jenna Watson (VP of Digital Media) joined Shake Shack’s Steph So (VP of Digital Experience) and Ad Age’s Heidi Waldusky for an informal fireside chat. The trio discussed leading innovation during times of crisis, the value of emotional data, and why flexibility and adaptability are the cornerstone of DAC and Shake Shack’s partnership. The full recording is available below, along with the top four takeaways from this enlightening discussion. 1. ## Data empowers businesses to adapt faster Time is of the essence when innovating during crisis. The biggest question is, “How quickly can the business get where it has to reach?” Businesses need to implement [data-driven digital strategies](/services/strategic-insights/) faster than ever before to caters to new expectations in this new normal. Steph talked about having to very quickly pivot Shake Shack’s strategies amidst the global pandemic. Like all retailers, Shake Shack had to close all of its physical locations—and its marketing team had to think outside the box to explore all digital options to continue serving Shake Shack’s customers the food (and content) they love. 2. ## The right partners drive success When it comes to pushing a new ideas forward, there are three questions that Steph always asks: 1. Who is your partner? 2. How flexible is your team? 3. How fast can you adapt? In short, ensuring you have the right partnerships in place is a key component for successfully implementing innovative strategies. ![Business woman studies data on her computer monitor.](/wpe-content/uploads/2020/09/data-analyst.jpg) Steph discussed how Shake Shack’s partnership with DAC—and DAC’s data-driven approach, specifically—has allowed her to create and implement new “out of the box” digital strategies to effectively and measurably engage Shake Shack customers during the pandemic. These strategies have allowed Shake Shack to move beyond for its four walls and engage with their audiences wherever they happen to be. 3. ## Communication is key During a crisis, customer communication quickly becomes every brand’s top priority. With so many things changing at a rapid pace, it’s critical to keep your customers aware of new hours, new policies, precautions, and anything else they may need to know in order to feel like they’re not out of the loop. Jenna recommended making real-time updates to ensure customers have access to accurate, optimized information wherever they need it—as long as such solutions are designed to be completely scalable—while Steph reiterated the value of [updating Google My Business (GMB) listings in real-time](/services/local-presence-management/google-my-business-management/). Jenna also talked about deploying a task force to ensure the Shake Shack team has the most relevant information at the earliest possible. 4. ## Everything should be customer-centric Marketing is human! Every marketer is trying to make meaningful connections with their audience. Although data plays an important role, every marketing tactic and strategy should put the customer at the center. Steph and Jenna both emphasized empathy towards customers; putting yourself in the customer’s shoes. Moving beyond sales figures alone, emotional data contextualizes information against consumer mindsets. Instead of simply targeting customers to sell your product or service to, emotional data allows businesses to offer customers the digital experiences and solutions most relevant to them. ![Shack Camp by Shake Shack](/wpe-content/uploads/2020/09/shack-camp.jpg) Shake Shack’s focus on empathy and emotional data in all their marketing efforts has directly resulted in the brand implementing several innovative solutions, including modified curbside pickup and [Shake Camp](https://camp.shakeshack.com/)—featuring a reusable bag full of supplies and exclusive Shake Shack gear. As they signed off, both Jenna and Steph had some advice for upcoming marketing professionals: empathy and collaboration aren’t just key skills for effective leadership, but are also critical to innovation, especially in times of crisis. Want to schedule a fireside chat of your very own? We’re always happy to share our insights, make bold predictions, and explain how we drive transformative growth for our clients. Let’s talk. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/strategy/4-ways-to-ace-holiday-email-marketing-during-covid-19.md --- title: "4 ways to ace holiday email marketing during COVID-19" date: 2024-12-30 published: 2020-09-16 author: "Lauren Ross" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/BTH-Series-019.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" tags: - name: "Black Friday 2020" url: "/tag/black-friday-2020.md" - name: "COVID-19" url: "/tag/covid-19.md" - name: "Cyber Monday 2020" url: "/tag/cyber-monday-2020.md" - name: "marketing automation" url: "/tag/marketing-automation.md" - name: "Thanksgiving 2020" url: "/tag/thanksgiving-2020.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/4-ways-to-ace-holiday-email-marketing-during-covid-19.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/4-facons-de-reussir-le-marketing-par-courriel-durant-des-vacances-avec-le-contexte-de-la-covid-19.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/4-ways-to-ace-holiday-email-marketing-during-covid-19-2.md" es: "https://www.dacgroup.com/es/descubre/blog/strategy/4-formas-de-liderar-el-email-marketing-en-los-tres-ultimos-meses-del-ano.md" --- # 4 ways to ace holiday email marketing during COVID-19 The busiest time in the email marketing calendar is almost upon us: Q4, complete with Thanksgiving, Black Friday, Cyber Monday, and a daily flood of emails until the end of the year. This year, we’re expecting a busier fourth quarter than ever—not only because more people are shopping from home in the age of COVID-19, but because email open rates have risen steadily since the onset of the pandemic. How can we, as email marketers, approach this new normal during the height of our work year? Well, we start with these four ways to appeal to seasoned recipients, face down fresh challenges, and maintain both technical and content-related best practices. 1. ## Create positive vibes These are difficult times for everyone, so acknowledge what your customers may be feeling and the new routines they may have adopted. Virtual gatherings, for example, may put a new twist on traditional holidays. Of course, the key is to demonstrate how your products or services can fit in with these adjusted occasions. Many businesses have modified their services to accommodate the [new normal](/blog/our-lasting-adaptations-will-create-the-new-normal/), and are now using email to inform recipients about the modifications—and, just as importantly, explain how they’ll benefit. 2. ## Stand out from the crowd Consumers will very soon be flooded with marketing emails. But volume alone is not the only consideration here. Remember that the vast majority of these emails will be promoting specific online offers. That’s what you’re up against. ![73% of holiday shoppers will purchase primarily online this holiday (Netimperative/Rakuten)](/wpe-content/uploads/2020/09/holiday-shoppers-stat.jpg) So, with the competition steadily increasing its rate of fire—and refining its targeting—how do you give your emails a fighting chance of even being opened in the first place? 1. Remember that subject lines that are personal and specifically call out offers are more likely to be opened. 2. Place the most interesting offer above the fold so it’s clearly viewed in the preview window. 3. Use the power of triggered emails and journeys to best engage each recipient. 3. ## Stress the safety of local store shopping Even though online shopping will dominate this season, it’s likely that people will still make at least *some* in-person visits to their [local stores](/services/local-presence-management/). With that in mind, craft emails that emphasize safety precautions, give detailed opening hours, and describe special services being provided during this high-traffic holiday season. On each store email, include: - Store restrictions (mask-wearing, limited capacity, and anything someone may need to do to prepare for a visit to the store) - Special services (curbside pickup, delivery, appointments for services) - Modified store hours (senior shopping hours, extended or reduced hours) 4. ## Appeal to smaller budgets This holiday season is likely to see cautious consumers rein in their spending—or at least be more circumspect about their purchases. So, take every opportunity to showcase deals and sales, starting with subject lines that concisely describe your headline offer(s). ![46% of consumers are more interested in deals, coupons, or promotions now than before COVID-19.](/wpe-content/uploads/2020/09/coupons-stat.jpg) Email design should also allow for coupon codes to be easily copied, with particular attention paid to mobile layout and accessibility. After all, a recipient that finds themselves unable to copy a coupon code won’t be able to use it, and will likely become frustrated and less likely to engage with future campaigns. Stress value in email content and copy. With 50% of consumer families having someone concerned about a job—and [more than a third of them having already experienced some loss of income](https://coresight.com/research/coronavirus-insights-us-survey-update-holiday-early-read-with-consumers-expecting-to-shop-early-and-spend-less-select-findings/)—let your recipients know how your products and services will enhance their lives, go easy on their budgets, and fit into their adjusted lifestyles during these trying times. ## Look to a brighter 2021 While people may be staying local and socially distanced, we’re collectively looking forward to life returning to normal in 2021. Lay the groundwork with content that speaks to the future, such as being able to return to travel, social functions, and entertainment venues. What will people need to get ready to get back into the swing of things, and how can you help them achieve it? As always, we’re here to help you crystallize good ideas into great ones—and make meaningful connections with your customers even during the most challenging times. GET IN TOUCH --- https://www.dacgroup.com/insights/blog/search-optimization/is-apple-preparing-to-launch-its-own-search-engine.md --- title: "Is Apple preparing to launch its own search engine?" date: 2024-12-30 published: 2020-09-01 author: "Jenna Watson" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Apple-logo.jpg" categories: - name: "Search optimization" url: "/insights/blog/search-optimization.md" tags: - name: "Apple" url: "/tag/apple.md" - name: "Applebot" url: "/tag/applebot.md" - name: "Google" url: "/tag/google.md" - name: "search engine" url: "/tag/search-engine.md" - name: "Spotlight Search" url: "/tag/spotlight-search.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/search-optimization/is-apple-preparing-to-launch-its-own-search-engine.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/search-optimization/apple-est-il-en-train-de-preparer-son-propre-moteur-de-recherche-2.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/search-optimization/is-apple-preparing-to-launch-its-own-search-engine-2.md" fr: "https://www.dacgroup.com/fr/perspectives/blog/search-optimization/apple-est-il-en-train-de-preparer-son-propre-moteur-de-recherche.md" es: "https://www.dacgroup.com/es/descubre/blog/search-optimization/esta-apple-preparando-el-lanzamiento-de-su-propio-buscador.md" --- # Is Apple preparing to launch its own search engine? They say rumors are usually more exciting than the truth. But right now we’re talking about a particularly intriguing piece of speculation—that Apple may be attempting to launch a search engine—that could have game-changing real-world consequences. And although it is currently little more than hearsay, it has a couple of compelling causes: 1. Apple has posted several [job listings](https://jobs.apple.com/en-us/search?search=search&sort=relevance) for search functions, including AI, machine learning, and natural language processing, which are all key elements of a successful search engine. 2. Apple also published some updated guidance on their [About Applebot](https://support.apple.com/en-us/HT204683) page last month, including topics that overlap with Google’s [Webmasters forum](https://support.google.com/webmasters/community), such as robots.txt file rules, custom indexing rules, and some of the things they take into account for indexing. ## Why does it matter? As of August 2020, [Safari is the most-used mobile browser](https://gs.statcounter.com/browser-market-share/mobile/united-states-of-america) (in the US), while Chrome is second. So Apple is “winning” the mobile game, right? Well, not entirely. Google and Apple have a relationship that makes Google the default search engine on iPhones. This means that, unless iPhone users manually change their default search settings, Google is the primary mechanism that people use to search on their iPhones. In that regard, Apple is “losing”. ![Apple's Spotlight Search](/wpe-content/uploads/2020/08/spotlight-search.jpg) But consider this: Apple’s integrated [Spotlight Search](https://support.apple.com/en-us/HT204014) function appears to bypass Google entirely, indicating that Apple is getting serious about its search initiatives. While Spotlight Search helps users find apps or files, it also helps them search the web, and can include Google Search results. Recent iOS and iPadOS updates have demonstrated that Spotlight Search can return specific articles or pages, allowing users to navigate directly to that content—and [bypass Google Search entirely](https://www.coywolf.news/seo/ios-ipados-14-spotlight-search-google-threat/). A battle for search engine dominance between Google and Apple could shake up the search world as we know it today. ## How Apple (and even Google) may benefit First and foremost, with its own search engine Apple could effectively leverage federated learning, which is machine learning that focuses on user behavior and, critically, occurs entirely on-device. That would allow for performance learning models without the privacy concerns of other machine learning methodologies that send user data to an outside server. We all know that Apple has been at the forefront of the [privacy discussion](/blog/digital-advertising-in-a-cookie-less-future/), with its [ITP2(dot) updates](/blog/the-sky-is-not-falling-apple-itp-2-2-and-what-it-means-for-marketers/) centered on removing some of the main privacy concerns such as tracking user behavior cross-platform and cross-device. Google would not be able to do this because it is a paid partner on iOS devices and does not share Apple’s privilege to run federated learning. Apple’s search engine could become the “privacy engine” for users, displacing smaller engines that market themselves as being more privacy-friendly, such as DuckDuckGo. ![Magnifying glass in the paper browser window frame.](https://www.dacgroup.com/wp-content/uploads/2024/12/magnifying-glass.jpg) The second, more obvious pro for Apple is to displace Google’s dominance. As any [SEO](/services/search-engine-optimization/) team knows, we *always* optimize for Google because it’s the engine that matters. All other engines receive benefit from these optimizations as well, because they’re the laggards following in Google’s footsteps in terms of sophistication. Apple is winning in many, many areas; if it can displace Google in search as well, it stands to increase its market share even further. At first blush, it seems like Google doesn’t really come out on top in any way if Apple launches a search engine. But it’s not all bad news for the industry incumbent. For starters, it would certainly no longer pay Apple to be the search engine on iPhones. The other interesting angle is that if Apple becomes a key player in the search space, it helps Google in its defense against the [antitrust allegations](https://www.theverge.com/interface/2020/7/15/21324105/google-antitrust-california-search-youtube) that keep piling up against it. Basically, Google can point at Apple and say, “Look, it’s not just us!” ## What should digital marketers do now? In short, not much. For now, it’s enough to be aware that this is (potentially) happening and read up on the information that Apple has released thus far in their About Applebot page. It’s extremely high level and there’s nothing groundbreaking in there, but updates will most likely continue to be posted there before getting picked up anywhere else. You may also want to see if Applebot’s crawl frequency has been increasing on your site(s) by checking your server logs. A quick search in your server logs for “Applebot” will allow you to see how often it’s crawling your content, and if that frequency has increased. Once we know exactly how the Apple engine will work, it will of course be necessary to ensure that your SEO agency or team is actively optimizing for Apple as well as Google. After all, there may be significant distinctions between their ranking factors. For now, though, we just sit back and watch in anticipation of what comes next. --- https://www.dacgroup.com/insights/blog/strategy/4-ways-were-creating-a-more-diverse-workplace.md --- title: "4 ways we’re creating a more diverse workplace" date: 2024-12-30 published: 2020-08-26 author: "DAC Dev Studio" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/12/Diversity.jpg" categories: - name: "Strategy" url: "/insights/blog/strategy.md" tags: - name: "diversity" url: "/tag/diversity.md" - name: "HR" url: "/tag/hr-2.md" - name: "inclusion" url: "/tag/inclusion.md" - name: "workplace" url: "/tag/workplace.md" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog/strategy/4-ways-were-creating-a-more-diverse-workplace.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog/strategy/4-facons-de-creer-un-lieu-de-travail-plus-diversifie.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog/strategy/4-ways-were-creating-a-more-diverse-workplace-2.md" --- # 4 ways we’re creating a more diverse workplace Over the last couple of months, DAC’s People and Culture team has taken the time to audit our existing policies, practices, and training. We’ve evaluated how they support our long-held values around diversity and inclusion, as well as our zero-tolerance policy against racism and discrimination. In light of our findings, we’ve taken tangible steps to better promote diversity and inclusion at all DAC offices across the US, Canada, and Europe—starting with these four initiatives. 1. ## Diversity and inclusion training Throughout the month of August, all staff will be engaged in a new mandatory diversity and inclusion training program. Through these 90-minute interactive sessions, small groups will explore topics of cross-cultural communication, radical listening, and have the opportunity to share their thoughts and stories in a safe place to get a sense of different perspectives. As always, our goal is to encourage and facilitate a safe and open space for people to communicate. As such, this training is designed to not only expose team members to new concepts and fresh thinking, but provide a sounding board to communicate with one another on a human level. 2. ## The Open Book Club Our new book club is a monthly virtual meetup where members discuss a selected text or documentary to continue our ongoing education on various social justice topics. The first book is Ijeoma Oluo’s So You Want to Talk About Race, which not only explores the topic of racism but also provides practical frameworks for its discussion. ![DAC's The Open Book Club](/wpe-content/uploads/2020/07/OpenBookClub.jpg) 3. ## Paid time off specifically for learning In addition to training, we’ve given all DAC team members access to a half-day of paid time off that is to be spent educating themselves on the topics of discrimination and prejudice. Staff have been encouraged to spend a morning or afternoon reading, watching, or connecting with coworkers on the topic of race and diversity. 4. ## Inclusive recruitment DAC is an incredibly diverse workplace—but we’re always striving to do better. From a recruitment perspective, we’re providing actively promoting our job postings to marginalized communities and under-represented groups. In the fall, we will conduct our first annual benchmark survey to identify gaps in the organization. Want to exhibit your digital expertise in a workplace that’s diverse, inclusive, and always looking for ways to improve? Visit our [Careers](/careers/) page to view current openings and get a taste of what it’s like to be one of our talented “Geeks with Personality”. --- https://www.dacgroup.com/abm-snapshot-request.md --- title: "ABM CONTACT PAGE" date: 2026-09-18 published: 2026-04-10 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/contact-us.md" fr-ca: "https://www.dacgroup.com/fr-ca/abm-snapshot-request.md" de: "https://www.dacgroup.com/de/abm-snapshot-request.md" en-gb: "https://www.dacgroup.com/en-gb/abm-contact-page.md" fr: "https://www.dacgroup.com/fr/abm-snapshot-request.md" es: "https://www.dacgroup.com/es/solicita-tu-snapshot-gratuito-de-presencia-digital.md" --- # ABM CONTACT PAGE [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Get your free digital presence snapshot Share a few details and our team will prepare a high-level snapshot of your brand’s digital presence and performance, tailored to your website, market, and audience. [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Get your free digital presence snapshot Share a few details and our team will prepare a high-level snapshot of your brand’s digital presence and performance, tailored to your website, market, and audience. ## Tell us where to focus Complete the short form to request your digital presence snapshot. **What happens next** Once you submit the form, our team will review your details and prepare a high-level snapshot highlighting key strengths, visibility gaps, and opportunities for improvement. We’ll then reach out to schedule time to walk through the findings, answer questions, and discuss next steps. This snapshot is a complimentary, high-level review based primarily on publicly available information. [![Instagram](https://www.dacgroup.com/wp-content/themes/dac/img/instagram-icon.svg)](https://www.instagram.com/dac_group/) [![YouTube](https://www.dacgroup.com/wp-content/themes/dac/img/youtube-icon.svg)](https://www.youtube.com/user/DACgroup1976) [![LinkedIn](https://www.dacgroup.com/wp-content/themes/dac/img/linkedin-icon.svg)](https://www.linkedin.com/company/dac-group/) --- https://www.dacgroup.com/ny-team.md --- title: "New York Team" date: 2026-06-04 published: 2026-03-18 author: "banand" lang: en --- # New York Team [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) It takes a big team to do what we do. A team that has the curiosity to learn, the courage to push boundaries – and the enthusiasm to do it day in, day out. ![Chris Pulaski](https://www.dacgroup.com/wp-content/uploads/2026/03/cpulaski-305x229.jpg) ### Chris Pulaski Vice President, Client Service [VIEW PROFILE ](https://www.dacgroup.com/ny-employees/chris-pulaski/) ![Marissa Terreros](https://www.dacgroup.com/wp-content/uploads/2026/03/mterreros-305x229.jpg) ### Marissa Terreros Account Supervisor [VIEW PROFILE ](https://www.dacgroup.com/ny-employees/marissa-terreros/) ![Kevin Mack](https://www.dacgroup.com/wp-content/uploads/2026/03/kmack-305x229.jpg) ### Kevin Mack Account Supervisor [VIEW PROFILE ](https://www.dacgroup.com/ny-employees/kevin-mack/) ![Anna Petriccione](https://www.dacgroup.com/wp-content/uploads/2026/03/apetriccione-305x229.jpg) ### Anna Petriccione Senior Account Team Lead [VIEW PROFILE ](https://www.dacgroup.com/ny-employees/anna-petriccione/) ![Zach Cedruly](https://www.dacgroup.com/wp-content/uploads/2026/03/zcedruly-305x229.jpg) ### Zach Cedruly Account Team Lead [VIEW PROFILE ](https://www.dacgroup.com/ny-employees/zach-cedruly/) ![Hailey D'Hont](https://www.dacgroup.com/wp-content/uploads/2026/03/hdhont-305x229.jpg) ### Hailey D'Hont Account Team Lead [VIEW PROFILE ](https://www.dacgroup.com/ny-employees/hailey-dhont/) ![Jack Smith](https://www.dacgroup.com/wp-content/uploads/2026/03/jsmith-305x229.jpg) ### Jack Smith Senior Account Specialist [VIEW PROFILE ](https://www.dacgroup.com/ny-employees/jack-smith/) ![Owen Gayzur](https://www.dacgroup.com/wp-content/uploads/2026/03/ogayzur-305x229.jpg) ### Owen Gayzur Senior Account Executive [VIEW PROFILE ](https://www.dacgroup.com/ny-employees/owen-gayzur/) ![Julia Jantzen](https://www.dacgroup.com/wp-content/uploads/2026/03/jjantzen-305x229.jpg) ### Julia Jantzen Senior Account Executive [VIEW PROFILE ](https://www.dacgroup.com/ny-employees/julia-jantzen/) ![Brenda Oliveira](https://www.dacgroup.com/wp-content/uploads/2026/03/boliveira-305x229.jpg) ### Brenda Oliveira Senior Account Executive [VIEW PROFILE ](https://www.dacgroup.com/ny-employees/brenda-oliveira/) ![Brian Newsome](https://www.dacgroup.com/wp-content/uploads/2026/03/bnewsome-305x229.jpg) ### Brian Newsome Account Executive [VIEW PROFILE ](https://www.dacgroup.com/ny-employees/brian-newsome/) ![Ryan Hecht](https://www.dacgroup.com/wp-content/uploads/2026/03/rhecht-305x229.jpg) ### Ryan Hecht Account Executive [VIEW PROFILE ](https://www.dacgroup.com/ny-employees/ryan-hecht/) --- https://www.dacgroup.com/insights/podcasts.md --- title: "Podcasts" date: 2025-12-19 published: 2025-10-22 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/podcasts.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/podcasts.md" de: "https://www.dacgroup.com/de/einblicke/podcasts.md" en-gb: "https://www.dacgroup.com/en-gb/insights/podcasts.md" fr: "https://www.dacgroup.com/fr/perspectives/podcasts.md" es: "https://www.dacgroup.com/es/descubre/podcasts.md" --- # Podcasts [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) ![Podcast cover with a person wearing glasses against an orange background. Text reads ](https://www.dacgroup.com/wp-content/uploads/2025/11/ShiftHappens.png) ## Shift Happens: A DAC Podcast The art (and chaos) of modern marketing. Each episode unpacks the forces reshaping marketing and asks experts how they transform disruption into an advantage. Because when Shift Happens, the best marketers find clarity amid the chaos. [All](/insights/hub) [Blog](/insights/blog) [White Papers](/insights/white-papers) [Deep Dive Series](/insights/series) [Events](/insights/events) [Webinars](/insights/webinars) [Local Search news](/insights/local-search-news) [Podcasts](#) ### Catch our latest episode ![The 90% Problem – What AI and Tech Can’t Do for Local Marketing](https://www.dacgroup.com/wp-content/uploads/2026/10/ShiftHappens-Episode21-BlogBanner.jpg) [The 90% Problem – What AI and Tech Can’t Do for Local Marketing](https://www.dacgroup.com/insights/podcasts/the-90-problem-what-ai-and-tech-cant-do-for-local-marketing/) October 13, 2026 What if 90% of your local search opportunity is still sitting on the table? In this episode of Shift Happens, host Nasser Sahlool is joined by Kyle Harris, VP of Local Optimization at DAC, to unpack the “90% problem”: why multi-location brands still struggle to get the fundamentals right across every location. They explore how accurate listings, reviews, photos, and the small details of each local customer experience can shape visibility in search—and help brands get recommended by AI. Kyle also shares how teams can prioritize the work, measure what matters, and turn what they already know about their locations into useful signals. The takeaway? The next big leap in local search may come from sweating the small stuff—and finally getting the basics done at scale.  [Learn more](https://www.dacgroup.com/insights/podcasts/the-90-problem-what-ai-and-tech-cant-do-for-local-marketing/) ## Listen now on your favorite platform - [![Apple Podcasts](https://www.dacgroup.com/wp-content/themes/dac/img/podcast/Apple.svg) Apple Podcasts](https://podcasts.apple.com/ca/podcast/inside-the-funnel/id1533975355) - [![Spotify](https://www.dacgroup.com/wp-content/themes/dac/img/podcast/Spotify.svg) Spotify](https://open.spotify.com/show/1v4DqfhwITITWFVpdLBE23) - [![Youtube](https://www.dacgroup.com/wp-content/themes/dac/img/podcast/youtube.svg) Youtube](https://www.youtube.com/playlist?list=PL7_ZSBXaYOpULieJSVbhgwnqecld-Y6Na) - [![Amazon music](https://www.dacgroup.com/wp-content/themes/dac/img/podcast/Amazon.svg) Amazon music](https://music.amazon.com/podcasts/ec3b53d6-881d-4c41-a030-997f22d95df4/inside-the-funnel) ##### Explore all Shift Happens episodes Discover expert perspectives and actionable ideas to optimize your marketing strategy today. PODCAST ![Win the Rush, Keep the Customer: Turning Holiday Demand into Year-Round Growth](https://www.dacgroup.com/wp-content/uploads/2026/09/ShiftHappens-Episode20-BlogBanner.jpg) [Win the Rush, Keep the Customer: Turning Holiday Demand into Year-Round Growth](https://www.dacgroup.com/insights/podcasts/holiday-season-customer-acquisition-growth/) September 28, 2026 PODCAST ![Hey Google, How Is AI Changing Marketing?](https://www.dacgroup.com/wp-content/uploads/2026/07/ShiftHappens-Episode18-BlogBanner.jpg) [Hey Google, How Is AI Changing Marketing?](https://www.dacgroup.com/insights/podcasts/ai-search-google-marketing-shift-happens-podcast/) September 21, 2026 PODCAST ![Still Human: Leading Through the AI Disruption](https://www.dacgroup.com/wp-content/uploads/2026/09/ShiftHappens-Episode18-BlogBanner-1.jpg) [Still Human: Leading Through the AI Disruption](https://www.dacgroup.com/insights/podcasts/leading-through-ai-disruption-without-losing-the-human-touch/) September 8, 2026 ## Send us your questions! Feeling curious? Ask your most burning marketing questions and we’ll answer them in a future episode. SEND PODCAST ![Why AI Search Trusts Some Brands and Ignores Others](https://www.dacgroup.com/wp-content/uploads/2026/07/ShiftHappens-Episode17-BlogBanner.jpg) [Why AI Search Trusts Some Brands and Ignores Others](https://www.dacgroup.com/insights/podcasts/why-ai-search-trusts-some-brands-and-ignores-others/) July 20, 2026 PODCAST ![Human First, AI-Enabled: Snapchat's Approach to AI, Creativity, and Human Connection](https://www.dacgroup.com/wp-content/uploads/2026/07/ShiftHappens-Episode16-BlogBanner.jpg) [Human First, AI-Enabled: Snapchat's Approach to AI, Creativity, and Human Connection](https://www.dacgroup.com/insights/podcasts/snapchat-human-connection-digital-marketing/) July 6, 2026 PODCAST ![From SERP to Subreddit: How Human Conversations Are Reshaping Search, Trust, and Purchase Decisions](https://www.dacgroup.com/wp-content/uploads/2026/06/ShiftHappens-Episode15-BlogBanner.jpg) [From SERP to Subreddit: How Human Conversations Are Reshaping Search, Trust, and Purchase Decisions](https://www.dacgroup.com/insights/podcasts/reddit-ai-search-consumer-trust-community-marketing/) June 22, 2026 PODCAST ![TV Is Alive, Thriving, and Finally Measurable](https://www.dacgroup.com/wp-content/uploads/2026/06/ShiftHappens-Episode14-BlogBanner.jpg) [TV Is Alive, Thriving, and Finally Measurable](https://www.dacgroup.com/insights/podcasts/tv-didnt-die-convergent-tv-marketing-growth/) June 8, 2026 PODCAST ![From Anxiety to Action: Leading Marketing Teams Through Constant Change](https://www.dacgroup.com/wp-content/uploads/2026/05/ShiftHappens-Episode13-BlogBanner.jpg) [From Anxiety to Action: Leading Marketing Teams Through Constant Change](https://www.dacgroup.com/insights/podcasts/from-anxiety-to-action-leading-marketing-teams-through-change/) May 26, 2026 Loading… Load more Episodes ![A smiling man with a bald head and a beard, wearing black glasses and a black shirt.](https://www.dacgroup.com/wp-content/uploads/2025/11/Nasser-Photo.jpg) ### Meet the host Nasser Sahlool doesn’t just navigate marketing shifts, he steers through them. As Senior VP of Strategy at DAC, he leads a global team of award-winning strategists obsessed with what’s next in digital marketing, data, and performance. A globally recognized strategist and speaker, Nasser has shared the stage at Cannes Lions, Ad Age Brand Summit, and Google Engage, always bringing a sharp perspective on how data, creativity, and human insight collide. On Shift Happens, he brings his trademark wit and curiosity to the table, breaking down the art (and chaos) of modern marketing, one shift at a time. ## All episodes ## Discover more DAC Insights [Explore all insights](https://www.dacgroup.com/discover/) [Blog](https://www.dacgroup.com/insights/blog/) [White Papers](https://www.dacgroup.com/insights/white-papers/) [Deep Dive Series](https://www.dacgroup.com/insights/series/) [Explore all insights](https://www.dacgroup.com/discover/) --- https://www.dacgroup.com/insights/contributing-experts.md --- title: "Contributing Experts" date: 2025-10-03 published: 2025-10-02 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/contributing-experts.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/nos-experts.md" de: "https://www.dacgroup.com/de/einblicke/mitwirkende-fachleute.md" en-gb: "https://www.dacgroup.com/en-gb/insights/contributing-experts.md" fr: "https://www.dacgroup.com/fr/perspectives/nos-experts.md" es: "https://www.dacgroup.com/es/descubre/colaboradores-expertos.md" --- # Contributing Experts [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Get to know the experts Our content contributors are the voices behind the stories, insights, and expertise you find throughout our site. They come from diverse backgrounds and bring a wide range of knowledge and perspectives to our content. Explore the alphabetical list below to see who’s helping shape the conversation. [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Get to know the experts Our content contributors are the voices behind the stories, insights, and expertise you find throughout our site. They come from diverse backgrounds and bring a wide range of knowledge and perspectives to our content. Explore the alphabetical list below to see who’s helping shape the conversation. ![Ahmed Aden](https://www.dacgroup.com/wp-content/uploads/2025/10/Ahmed-Aden-v3-1.jpg) [Ahmed Aden](https://www.dacgroup.com/insights/contributing-experts/ahmed-aden/)Director, Digital Media ![Alberto Sanchez](https://www.dacgroup.com/wp-content/uploads/2025/10/Alberto-Sanchez-2-1.jpg) [Alberto Sanchez](https://www.dacgroup.com/insights/contributing-experts/alberto-sanchez/)Director, Business Development ![Alex Hernandez](https://www.dacgroup.com/wp-content/uploads/2025/10/Alex-Hernandez-2.jpg) [Alex Hernandez](https://www.dacgroup.com/insights/contributing-experts/alex-hernandez/)Associate Director, SEO ![Armin Basharat](https://www.dacgroup.com/wp-content/uploads/2025/10/Armin-Basharat-1.jpg) [Armin Basharat](https://www.dacgroup.com/insights/contributing-experts/armin-basharat/)Manager, Media Planning ![Beryl Grannec](https://www.dacgroup.com/wp-content/uploads/2025/10/Beryl-Grannec-v2-1.jpg) [Beryl Grannec](https://www.dacgroup.com/insights/contributing-experts/beryl-grannec/)Marketing & Communications Specialist ![Bhavin Prashad](https://www.dacgroup.com/wp-content/uploads/2025/03/Bhavin-Prashad-v2-3.jpg) [Bhavin Prashad](https://www.dacgroup.com/insights/contributing-experts/bhavin-prashad/)Associate Vice President, Digital Media ![Cédric Bellenger](https://www.dacgroup.com/wp-content/uploads/2026/03/image.jpg) [Cédric Bellenger](https://www.dacgroup.com/insights/contributing-experts/cedric-bellenger/)VP, General Manager, France ![Christine DeFazio](https://www.dacgroup.com/wp-content/uploads/2025/10/Christine-DeFazio-v2-1.jpg) [Christine DeFazio](https://www.dacgroup.com/insights/contributing-experts/christine-defazio/)Vice President , Strategic Insights ![Dan Lauer](https://www.dacgroup.com/wp-content/uploads/2025/10/Dan-Lauer-v2-1.jpg) [Dan Lauer](https://www.dacgroup.com/insights/contributing-experts/dan-lauer/)Associate Director SEO ![Dan Temby](https://www.dacgroup.com/wp-content/uploads/2025/10/Dan-Temby-v2-1.jpg) [Dan Temby](https://www.dacgroup.com/insights/contributing-experts/dan-temby/)Senior Vice President, Technology Analytics ![Daniel Bradnam](https://www.dacgroup.com/wp-content/uploads/2025/10/Daniel-Bradnam-1.jpg) [Daniel Bradnam](https://www.dacgroup.com/insights/contributing-experts/daniel-bradnam/)Web Analyst ![David Welsh](https://www.dacgroup.com/wp-content/uploads/2025/10/David-Welsh-1.jpg) [David Welsh](https://www.dacgroup.com/insights/contributing-experts/david-welsh/)Managing Editor ![Erin Rose](https://www.dacgroup.com/wp-content/uploads/2025/10/Erin-Rose-v2-1.jpg) [Erin Rose](https://www.dacgroup.com/insights/contributing-experts/erin-rose/)Manager, Digital Media ![Felicia DelVecchio](https://www.dacgroup.com/wp-content/uploads/2025/10/Felicia-Headshot-Wide.jpg) [Felicia DelVecchio](https://www.dacgroup.com/insights/contributing-experts/felicia-delvecchio/)Vice President, Media ![Gavin Bowick](https://www.dacgroup.com/wp-content/uploads/2025/10/Gavin-Bowick-v2-1.jpg) [Gavin Bowick](https://www.dacgroup.com/insights/contributing-experts/gavin-bowick/)Lead Web Analytics ![Himadri Patel](https://www.dacgroup.com/wp-content/uploads/2025/10/Himadri-Patel-1.jpg) [Himadri Patel](https://www.dacgroup.com/insights/contributing-experts/himadri-patel/)SEO Specialist ![Hogan McCormack](https://www.dacgroup.com/wp-content/uploads/2025/10/Hogan-McCormack-1.jpg) [Hogan McCormack](https://www.dacgroup.com/insights/contributing-experts/hogan-mccormack/)Senior Digital Media Specialist ![Isrene shao](https://www.dacgroup.com/wp-content/uploads/2025/10/Isrene-Shao-1.jpg) [Isrene shao](https://www.dacgroup.com/insights/contributing-experts/isrene-shao/)UX/UI Designer ![Jane Sanderson](https://www.dacgroup.com/wp-content/uploads/2025/10/Jane-Sanderson-v2-1.jpg) [Jane Sanderson](https://www.dacgroup.com/insights/contributing-experts/jane-sanderson/)Associate Director, SEO ![Javier Reventun Gutierrez](https://www.dacgroup.com/wp-content/uploads/2025/10/Javier-Reventun-Gutierrez-1.jpg) [Javier Reventun Gutierrez](https://www.dacgroup.com/insights/contributing-experts/javier-reventun-gutierrez/)Senior Digital Producer ![Jenna Watson](https://www.dacgroup.com/wp-content/uploads/2025/10/Jenna-Watson-v3-1.jpg) [Jenna Watson](https://www.dacgroup.com/insights/contributing-experts/jenna-watson/)Senior Vice President, Digital Media ![Jeremy Pregent](https://www.dacgroup.com/wp-content/uploads/2025/10/Jeremy-Pregent-1.jpg) [Jeremy Pregent](https://www.dacgroup.com/insights/contributing-experts/jeremy-pregent/)Associate Director of Media ![Jessi Wood](https://www.dacgroup.com/wp-content/uploads/2025/10/Jessi-Wood-1.jpg) [Jessi Wood](https://www.dacgroup.com/insights/contributing-experts/jessi-wood/)Senior Content Strategist ![Jose Parrado Chocano](https://www.dacgroup.com/wp-content/uploads/2026/01/Jose-Parrado-1.jpg) [Jose Parrado Chocano](https://www.dacgroup.com/insights/contributing-experts/jose-parrado-chocano/)Senior Paid Media Specialist ![Justin Hung](https://www.dacgroup.com/wp-content/uploads/2025/10/Justin-Hung-1.jpg) [Justin Hung](https://www.dacgroup.com/insights/contributing-experts/justin-hung/)Marketing & Communications Specialist ![Kate Haishun](https://www.dacgroup.com/wp-content/uploads/2025/12/Kate-Haishun.jpeg) [Kate Haishun](https://www.dacgroup.com/insights/contributing-experts/kate-haishun/)Digital Media Manager ![Kevin Jackman](https://www.dacgroup.com/wp-content/uploads/2026/09/kevin-jackman.jpeg) [Kevin Jackman](https://www.dacgroup.com/insights/contributing-experts/kevin-jackman/)Directeur, SEO/GEO ![Kuhan Puvanesasingham](https://www.dacgroup.com/wp-content/uploads/2025/10/Kuhan-Puvanesasingham-1.jpg) [Kuhan Puvanesasingham](https://www.dacgroup.com/insights/contributing-experts/kuhan-puvanesasingham/)Director, Business Intelligence ![Kyle Harris](https://www.dacgroup.com/wp-content/uploads/2025/10/Kyle-Harris-4-1.jpg) [Kyle Harris](https://www.dacgroup.com/insights/contributing-experts/kyle-harris/)Director Local Optimization ![Lisa Tan](https://www.dacgroup.com/wp-content/uploads/2025/10/Lisa-Tan-1.jpg) [Lisa Tan](https://www.dacgroup.com/insights/contributing-experts/lisa-tan/)Digital Media Specialist ![Mariana Nasreddine](https://www.dacgroup.com/wp-content/uploads/2025/10/Mariana-Nasreddine-1.jpg) [Mariana Nasreddine](https://www.dacgroup.com/insights/contributing-experts/mariana-nasreddine/)Digital Media Director ![Mario Lyn](https://www.dacgroup.com/wp-content/uploads/2025/10/Mario-Lyn-v2-1.jpg) [Mario Lyn](https://www.dacgroup.com/insights/contributing-experts/mario-lyn/)Web Analytics Manager ![Mark Wheatley](https://www.dacgroup.com/wp-content/uploads/2025/10/Mark-Wheatley-1.jpg) [Mark Wheatley](https://www.dacgroup.com/insights/contributing-experts/mark-wheatley/)Manager, Digital Media ![Maura Pierson](https://www.dacgroup.com/wp-content/uploads/2025/10/Maura-Pierson-1.jpg) [Maura Pierson](https://www.dacgroup.com/insights/contributing-experts/maura-pierson/)Vice President, Media Planning ![Melis Ciner](https://www.dacgroup.com/wp-content/uploads/2025/10/Melis-Ciner-1.jpg) [Melis Ciner](https://www.dacgroup.com/insights/contributing-experts/melis-ciner/)Associate Vice President, Digital Media ![](https://www.dacgroup.com/wp-content/themes/dac/img/expert-placeholder.png) [ ](https://www.dacgroup.com/insights/contributing-experts/michael-goodman-2/)Director, SEO ![Michael Goodman](https://www.dacgroup.com/wp-content/uploads/2025/10/Mike-Goodman-400x300-1.jpg) [Michael Goodman](https://www.dacgroup.com/insights/contributing-experts/michael-goodman/)Director, SEO ![Michael McManus](https://www.dacgroup.com/wp-content/uploads/2026/08/Michael-McManus.jpeg) [Michael McManus](https://www.dacgroup.com/insights/contributing-experts/michael-mcmanus/)Director SEO ![Monica Saraga](https://www.dacgroup.com/wp-content/uploads/2025/10/Monica-Saraga-1.jpg) [Monica Saraga](https://www.dacgroup.com/insights/contributing-experts/monica-saraga/)SEO Specialist ![Nasser Sahlool](https://www.dacgroup.com/wp-content/uploads/2025/10/Nasser-Sahlool-v2-1.jpg) [Nasser Sahlool](https://www.dacgroup.com/insights/contributing-experts/nasser-sahlool/)Senior Vice President, Client Strategy ![Oliver Tani](https://www.dacgroup.com/wp-content/uploads/2025/10/Oliver-Tani-v2-1.jpg) [Oliver Tani](https://www.dacgroup.com/insights/contributing-experts/oliver-tani/)Associate Vice President of SEO ![Orli Millstein](https://www.dacgroup.com/wp-content/uploads/2025/10/Orli-Millstein-1.jpg) [Orli Millstein](https://www.dacgroup.com/insights/contributing-experts/orli-millstein/)Director, Content Strategy ![Rachel Kaplan](https://www.dacgroup.com/wp-content/uploads/2025/10/Rachel-Kaplan-1.jpg) [Rachel Kaplan](https://www.dacgroup.com/insights/contributing-experts/rachel-kaplan/)Content Strategist ![Robert Cooney](https://www.dacgroup.com/wp-content/uploads/2025/11/Robert-Cooney-v2-4.jpg) [Robert Cooney](https://www.dacgroup.com/insights/contributing-experts/robert-cooney/)Vice-President, client strategy ![Rosalind Kinder](https://www.dacgroup.com/wp-content/uploads/2025/10/Rosalind-Kinder-v3-1.jpg) [Rosalind Kinder](https://www.dacgroup.com/insights/contributing-experts/rosalind-kinder/)Content Strategy Team Lead ![Ruchika Dhunna](https://www.dacgroup.com/wp-content/uploads/2026/06/Ruchika-Dhunna.jpeg) [Ruchika Dhunna](https://www.dacgroup.com/insights/contributing-experts/ruchika-dhunna/)Senior Marketing and Communications Strategist ![Sofia Andolcetti](https://www.dacgroup.com/wp-content/uploads/2025/10/Sofia-Andolcetti-v2-1.jpg) [Sofia Andolcetti](https://www.dacgroup.com/insights/contributing-experts/sofia-andolcetti/)Strategic Insights Manager ![Tamara Garcia](https://www.dacgroup.com/wp-content/uploads/2025/10/Tamara-Garcia-1.jpg) [Tamara Garcia](https://www.dacgroup.com/insights/contributing-experts/tamara-garcia/)Senior Marketing Specialist ![Thom Lodge](https://www.dacgroup.com/wp-content/uploads/2026/01/Thom-Lodge-v2.jpg) [Thom Lodge](https://www.dacgroup.com/insights/contributing-experts/thom-lodge/)Associate Director, SEO ![Vani Chopra](https://www.dacgroup.com/wp-content/uploads/2025/10/Vani-Chopra-v2-1.jpg) [Vani Chopra](https://www.dacgroup.com/insights/contributing-experts/vani-chopra/)Director, Media Planning ![Victoria Del Tejo](https://www.dacgroup.com/wp-content/uploads/2025/10/Victoria-Del-Tejo-1.jpg) [Victoria Del Tejo](https://www.dacgroup.com/insights/contributing-experts/victoria-del-tejo/)Senior Digital Account Manager ![Victoria Khinevich](https://www.dacgroup.com/wp-content/uploads/2025/10/Viktoriia-Khinevich-v2-1.jpg) [Victoria Khinevich](https://www.dacgroup.com/insights/contributing-experts/victoria-khinevich/)Digital Media Manager ![Vincent DeLuca](https://www.dacgroup.com/wp-content/uploads/2026/05/Vincent-DeLuca.jpeg) [Vincent DeLuca](https://www.dacgroup.com/insights/contributing-experts/vincent-deluca/)Director of SEO ![Zhenya Brisker](https://www.dacgroup.com/wp-content/uploads/2025/10/Zhenya-Brisker-1-1.jpg) [Zhenya Brisker](https://www.dacgroup.com/insights/contributing-experts/zhenya-brisker/)Vice President Digital Media ## Discover more DAC Insights [Explore all insights](https://www.dacgroup.com/discover/) [Blog](https://www.dacgroup.com/insights/blog/) [White Papers](https://www.dacgroup.com/insights/white-papers/) [Deep Dive Series](https://www.dacgroup.com/insights/series/) [Events](https://www.dacgroup.com/insights/events/) [Webinars](https://www.dacgroup.com/insights/webinars/) [Explore all insights](https://www.dacgroup.com/discover/) --- https://www.dacgroup.com/newsletter.md --- title: "Newsletter" date: 2025-11-12 published: 2025-09-09 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/newsletter.md" fr-ca: "https://www.dacgroup.com/fr-ca/newsletter.md" de: "https://www.dacgroup.com/de/newsletter.md" en-gb: "https://www.dacgroup.com/en-gb/newsletter.md" fr: "https://www.dacgroup.com/fr/newsletter.md" es: "https://www.dacgroup.com/es/newsletter.md" --- # Newsletter --- https://www.dacgroup.com/a-propos-de-nous/corporate-social-responsibility.md --- title: "Politique de responsabilité sociale d’entreprise (RSE) de DAC " date: 2025-08-28 author: "aguzman" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/08/e961354b77547276cebfb0167498e1953f13ac57-1.jpg" lang: en --- # Politique de responsabilité sociale d’entreprise (RSE) de DAC  [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) ## Meta Muse: How agentic AI could reshape the customer journey ![Meta Muse: How agentic AI could reshape the customer journey](https://www.dacgroup.com/wp-content/uploads/2025/08/e961354b77547276cebfb0167498e1953f13ac57-1.jpg) ## Introduction Chez DAC Group Holdings Limited et ses filiales (« DAC »), nous sommes convaincus que l’innovation numérique doit aller de pair avec un engagement en matière de responsabilité d’entreprise. En tant qu’agence média numérique intégrée présente dans les grands centres urbains du Canada et des États-Unis, nous nous engageons à adopter des pratiques éthiques, durables et inclusives, au bénéfice de nos collaborateurs, de nos clients, de nos communautés et de l’environnement. ## 2. Responsabilité environnementale Nous sommes conscients de notre responsabilité dans la réduction de notre empreinte environnementale, en particulier dans les immeubles de bureaux de grande hauteur, dont les besoins énergétiques sont importants. ### 2.1 Efficacité énergétique et utilisation des ressources - Collaborer avec les gestionnaires d’immeubles pour garantir l’utilisation de systèmes CVC performants, d’un éclairage DEL et de solutions automatisées. - Optimiser l’infrastructure numérique pour une meilleure efficacité infonuagique et réduire les émissions de carbone liées aux serveurs. ### 2.2 Réduction des déchets - Promouvoir des flux de travail axés sur le numérique afin de réduire la consommation de papier. - Mettre en place des programmes centralisés de gestion des déchets et de recyclage. - Encourager l’utilisation d’ustensiles, de tasses et de bouteilles réutilisables au bureau. ### 2.3 Mobilité durable Promouvoir les politiques de travail à distance et hybride afin de réduire les émissions liées aux déplacements domicile-travail. ## 3. Responsabilité sociale En tant qu’entreprise centrée sur l’humain, DAC place les employés, les communautés et la société au cœur de ses priorités. ### 3.1 Bien-être des collaborateurs - Offrir des régimes d’assurance maladie concurrentiels et un soutien en santé mentale. - Favoriser un équilibre sain entre vie professionnelle et vie personnelle grâce à un modèle hybride, à des journées bien-être et à des congés payés. - Aménager des espaces de travail sûrs, ergonomiques et propices à la collaboration. ### 3.2 Engagement communautaire Allouer un budget annuel de dons de bienfaisance à chaque bureau, afin de permettre aux équipes de soutenir des initiatives et des organismes locaux alignés sur les valeurs de l’entreprise. ## 4. Gouvernance éthique Nous nous engageons à assurer transparence, équité et responsabilité dans nos activités ainsi que dans nos relations avec les clients. ### 4.1 Éthique professionnelle - Respecter l’ensemble des lois et réglementations en vigueur au Canada et aux États-Unis, notamment en matière de protection des données et de droit du travail. - Éviter tout conflit d’intérêts et assurer une transparence totale dans les relations avec les clients et les fournisseurs. - Interdire toute forme de corruption, de discrimination et de harcèlement. ### 4.2 Protection des données - Mettre en œuvre une sécurité des données rigoureuse, conforme au RGPD, à la LPRPDE et aux autres cadres réglementaires applicables. - Offrir une formation continue aux employés sur les pratiques éthiques en marketing numérique, y compris l’utilisation responsable de l’IA et le respect du consentement des consommateurs. ## 5.Responsabilisation et amélioration continue DAC s’engage à mesurer ses avancées et à faire évoluer ses initiatives de manière continue. ### 5.1 Suivi et évaluation Recueillir de manière anonyme les retours des collaborateurs pour ajuster et affiner la stratégie RSE. ### 5.2 Partenariats responsables - Collaborer avec des fournisseurs et prestataires technologiques certifiés durables. - Rejoindre et soutenir des alliances sectorielles axées sur le marketing éthique et durable. ## 6. Révision de la politique Cette politique est révisée annuellement par l’équipe de direction, en collaboration avec le service des Ressources humaines. Les mises à jour seront communiquées en toute transparence à toutes les parties prenantes. --- https://www.dacgroup.com/about-us/corporate-social-responsibility.md --- title: "DAC Corporate Social Responsibility (CSR) Policy" date: 2025-09-03 published: 2025-08-28 author: "aguzman" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/08/e961354b77547276cebfb0167498e1953f13ac57-1.jpg" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/about-us/corporate-social-responsibility.md" fr-ca: "https://www.dacgroup.com/fr-ca/a-propos-de-nous/politique-de-responsabilite-sociale-des-entreprises.md" de: "https://www.dacgroup.com/de/uber-uns/richtlinie-zur-sozialen-verantwortung-von-unternehmen.md" en-gb: "https://www.dacgroup.com/en-gb/about-us/corporate-social-responsibility.md" fr: "https://www.dacgroup.com/fr/a-propos-de-nous/politique-de-responsabilite-sociale-des-entreprises.md" es: "https://www.dacgroup.com/es/sobre-nosotros/politica-de-responsabilidad-social-corporativa.md" --- # DAC Corporate Social Responsibility (CSR) Policy [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) ## Meta Muse: How agentic AI could reshape the customer journey ![Meta Muse: How agentic AI could reshape the customer journey](https://www.dacgroup.com/wp-content/uploads/2025/08/e961354b77547276cebfb0167498e1953f13ac57-1.jpg) ## 1. Introduction At DAC Group Holdings Limited and its affiliates (“DAC”), we believe digital innovation must align with corporate responsibility. As a full-funnel digital media agency in major urban centers across Canada and the US, we are committed to ethical, sustainable, and inclusive business practices that benefit our people, clients, communities, and the environment. ## 2. Environmental Responsibility We recognize our obligation to reduce our environmental footprint, particularly within high-rise office environments with significant energy demands. ### 2.1 Energy Efficiency and Resource Use - Partner with building management to ensure high-efficiency HVAC, LED lighting, and automated systems are used. - Optimize digital infrastructure for cloud efficiency and reduce server-related carbon emissions. ### 2.2 Waste Reduction - Promote digital-first workflows to reduce paper consumption. - Establish centralized waste and recycling programs. - Encourage use of reusable utensils, mugs, and bottles within the office. ### 2.3 Sustainable Commuting Promote remote and hybrid work policies to reduce commuter emissions. ## 3. Social Responsibility As a people-centric business, we prioritize our responsibilities to employees, communities, and society at large. ### 3.1 Employee Wellbeing - Provide competitive healthcare benefits and mental wellness support. - Promote a work-life balance through a hybrid work model, wellness days and paid time off. - Create safe, ergonomic, and collaborative workspace. ### 3.2 Community Engagement Allocate an annual charitable donations budget to each office, empowering teams to support local initiatives and organizations in alignment with company values. ## 4. Ethical Governance We commit to maintaining transparency, fairness, and accountability in our operations and client relationships. ### 4.1 Business Ethics - Adhere to all laws and industry regulations in Canada and the US, including data privacy and labor laws. - Avoid conflicts of interest and maintain transparency in client and vendor dealings. - Prohibit bribery, discrimination, and harassment of all forms. ### 4.2 Data Responsibility - Practice robust data security, compliant with GDPR, PIPEDA, and other relevant frameworks. - Regularly train staff on ethical digital marketing practices, including responsible AI usage and consumer consent. ## 5. Accountability & Continuous Improvement DAC is committed to measuring our progress and evolving initiatives over time. ### 5.1 Reporting Solicit anonymous employee feedback to inform CSR strategy. ### 5.2 Partnerships - Collaborate with certified sustainable vendors and technology providers. - Join and support industry alliances focused on ethical and sustainable marketing. ## 6. Policy Review This policy is reviewed annually by the Executive Leadership Team in collaboration with People and Culture. Updates will be shared transparently with all stakeholders. --- https://www.dacgroup.com/ev-charging.md --- title: "EV CHARGING" date: 2025-08-22 author: "aguzman" lang: en --- # EV CHARGING [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # So finden E-Autofahrer Ihre Ladestationen Mit TransparenSEE von DAC erscheinen Ihre Ladestationen für relevante Suchanfragen ganz oben. So werden sie von E-Auto- und E-Bike-Fahrern gefunden, wenn diese auf der Suche nach einer Lademöglichkeit sind. Steigern Sie Ihre Umsätze und erhöhen Sie die Auslastung Ihrer Charging-Points. Mehr Informationen Angebot anfordern [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # So finden E-Autofahrer Ihre Ladestationen Mit TransparenSEE von DAC erscheinen Ihre Ladestationen für relevante Suchanfragen ganz oben. So werden sie von E-Auto- und E-Bike-Fahrern gefunden, wenn diese auf der Suche nach einer Lademöglichkeit sind. Steigern Sie Ihre Umsätze und erhöhen Sie die Auslastung Ihrer Charging-Points. Mehr Informationen Angebot anfordern ### Erhöhen Sie die Sichtbarkeit Ihrer Ladestationen Wir sorgen dafür, dass Ihre Ladenstationen: - in den wichtigsten Suchplattformen und Navigationssystemen gelistet sind - mehr Wegbeschreibungsanfragen erhalten - mehr Umsatz generieren - für mehr Auslastung und eine höhere Utilization-Rate sorgen ![](https://www.dacgroup.com/wp-content/uploads/2025/08/eda5b081d90b1e79ed0b85418d0facfefcc730f6-1.jpg) ![](https://www.dacgroup.com/wp-content/uploads/2025/08/arrow-outline.svg) ![](https://www.dacgroup.com/wp-content/uploads/2025/08/65_.svg) Wegbeschreibungen zu Ladestationen dank einheitlichter Informationen ![](https://www.dacgroup.com/wp-content/uploads/2025/08/Group.svg) ![](https://www.dacgroup.com/wp-content/uploads/2025/08/85_.svg) Sichtbarkeit Ihrer Ladestation und bessere Markenkommunikation ## Wir arbeiten unter anderem mit Durch die Bereitstellung Ihrer Echtzeit-Daten gewinnen Sie mehr Vertrauen von E-Autofahrern. Wir arbeiten mit vielen Partnern im Bereich Ladestationsdaten zusammen und sind nicht an einen Anbieter gebunden. ![](https://www.dacgroup.com/wp-content/uploads/2025/08/Frame-735.svg) ![](https://www.dacgroup.com/wp-content/uploads/2025/08/Frame-732.svg) ![](https://www.dacgroup.com/wp-content/uploads/2025/08/Frame-733.svg) ![](https://www.dacgroup.com/wp-content/uploads/2025/08/Frame-734.svg) ## Wie funktioniert das alles? Wie funktioniert das alles? Im ersten Schritt bulk-verifizieren wir Ihre E-Ladestationen auf Google Maps. Ihre Stationen werden in unserer zentralen Verwaltungssoftware TransparenSEE angelegt. Optimierung Sobald Ihre Ladestationen verifiziert sind, werden wir für Sie die Optimierung übernehmen. Dies beinhaltet: - Erreichbarkeit - NAM-Informationen - Anpassung der Standorte - Einheitliche Firmierungen über alle Plattformen hinweg Aktivierung Ab jetzt können wir für Sie die Verwaltung Ihrer: - Reviews - Fragen und Antworten (Q&A) - Google Posts und vieles mehr angehen um die Sichtbarkeit weiter zu steigern. ## Jetzt Kontakt aufnehmen “Nur wer sichtbar ist, wird genutzt: Die Sichtbarkeit von Ladestationen ist der Schlüssel, um Nutzerfrequenz zu erhöhen, Vertrauen aufzubauen – und langfristig Umsatz zu steigern.“ ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Reichweite erhöhen mit zukunftsweisenden Media-Kampagnen. Ziegruppen aktivieren mit lokal ausgerichteten Strategien. Treffen Sie datengestützte Entscheidungen für messbare Ergebnisse. Ergebnisse steigern mit einem Performance-orientierten Ansatz. Vorsprung durch KI-gestützte Innovationen. Erhöhen Sie mit markenorientierten Lösungen Ihre Anziehungskraft. [Lassen Sie uns vorwärts gehen ](/de/kontakt/) --- https://www.dacgroup.com/ev-ladenstationen-sichtbarkeit.md --- title: "EV CHARGING" date: 2025-08-22 author: "aguzman" lang: en --- # EV CHARGING [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # So finden E-Autofahrer Ihre Ladestationen Mit TransparenSEE von DAC erscheinen Ihre Ladestationen für relevante Suchanfragen ganz oben. So werden sie von E-Auto- und E-Bike-Fahrern gefunden, wenn diese auf der Suche nach einer Lademöglichkeit sind. Steigern Sie Ihre Umsätze und erhöhen Sie die Auslastung Ihrer Charging-Points. Mehr Informationen Angebot anfordern [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # So finden E-Autofahrer Ihre Ladestationen Mit TransparenSEE von DAC erscheinen Ihre Ladestationen für relevante Suchanfragen ganz oben. So werden sie von E-Auto- und E-Bike-Fahrern gefunden, wenn diese auf der Suche nach einer Lademöglichkeit sind. Steigern Sie Ihre Umsätze und erhöhen Sie die Auslastung Ihrer Charging-Points. Mehr Informationen Angebot anfordern ### Erhöhen Sie die Sichtbarkeit Ihrer Ladestationen Wir sorgen dafür, dass Ihre Ladenstationen: - in den wichtigsten Suchplattformen und Navigationssystemen gelistet sind - mehr Wegbeschreibungsanfragen erhalten - mehr Umsatz generieren - für mehr Auslastung und eine höhere Utilization-Rate sorgen ![](https://www.dacgroup.com/wp-content/uploads/2025/08/eda5b081d90b1e79ed0b85418d0facfefcc730f6-1.jpg) ![](https://www.dacgroup.com/wp-content/uploads/2025/08/arrow-outline.svg) ![](https://www.dacgroup.com/wp-content/uploads/2025/08/65_.svg) Wegbeschreibungen zu Ladestationen dank einheitlichter Informationen ![](https://www.dacgroup.com/wp-content/uploads/2025/08/Group.svg) ![](https://www.dacgroup.com/wp-content/uploads/2025/08/85_.svg) Sichtbarkeit Ihrer Ladestation und bessere Markenkommunikation ## Wir arbeiten unter anderem mit Durch die Bereitstellung Ihrer Echtzeit-Daten gewinnen Sie mehr Vertrauen von E-Autofahrern. Wir arbeiten mit vielen Partnern im Bereich Ladestationsdaten zusammen und sind nicht an einen Anbieter gebunden. ![](https://www.dacgroup.com/wp-content/uploads/2025/08/Frame-735.svg) ![](https://www.dacgroup.com/wp-content/uploads/2025/08/Frame-732.svg) ![](https://www.dacgroup.com/wp-content/uploads/2025/08/Frame-733.svg) ![](https://www.dacgroup.com/wp-content/uploads/2025/08/Frame-734.svg) ## Wie funktioniert das alles? Wie funktioniert das alles? Im ersten Schritt bulk-verifizieren wir Ihre E-Ladestationen auf Google Maps. Ihre Stationen werden in unserer zentralen Verwaltungssoftware TransparenSEE angelegt. Optimierung Sobald Ihre Ladestationen verifiziert sind, werden wir für Sie die Optimierung übernehmen. Dies beinhaltet: - Erreichbarkeit - NAM-Informationen - Anpassung der Standorte - Einheitliche Firmierungen über alle Plattformen hinweg Aktivierung Ab jetzt können wir für Sie die Verwaltung Ihrer: - Reviews - Fragen und Antworten (Q&A) - Google Posts und vieles mehr angehen um die Sichtbarkeit weiter zu steigern. ## Jetzt Kontakt aufnehmen “Nur wer sichtbar ist, wird genutzt: Die Sichtbarkeit von Ladestationen ist der Schlüssel, um Nutzerfrequenz zu erhöhen, Vertrauen aufzubauen – und langfristig Umsatz zu steigern.“ ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Reichweite erhöhen mit zukunftsweisenden Media-Kampagnen. Ziegruppen aktivieren mit lokal ausgerichteten Strategien. Treffen Sie datengestützte Entscheidungen für messbare Ergebnisse. Ergebnisse steigern mit einem Performance-orientierten Ansatz. Vorsprung durch KI-gestützte Innovationen. Erhöhen Sie mit markenorientierten Lösungen Ihre Anziehungskraft. [Lassen Sie uns vorwärts gehen ](/de/kontakt/) --- https://www.dacgroup.com/insights/local-search-news.md --- title: "Local Search News Category" date: 2026-07-22 published: 2025-06-25 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/local-search-news.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/recherche-locale-dactualites.md" de: "https://www.dacgroup.com/de/einblicke/lokale-suche-nachrichten.md" en-gb: "https://www.dacgroup.com/en-gb/insights/local-search-news.md" fr: "https://www.dacgroup.com/fr/perspectives/recherche-locale-dactualites.md" es: "https://www.dacgroup.com/es/descubre/noticias-de-seo-local.md" --- # Local Search News Category [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) ## Local Search News Stay up to date with the latest local search news, expert insights, and tips for optimizing your local listings on Google Business Profile, Apple Maps, and more, to keep your business ahead. [All](/insights/hub/) [Blog](/insights/blog/) [White Papers](/discover/white-papers/) [Deep Dive Series](/insights/series/) [Events](/insights/events/) [Webinars](/insights/webinars/) [Local Search News](#) [Podcasts](https://www.dacgroup.com/insights/podcasts/) ### Featured local search news ### [Google Business Profiles Are Bringing Social Content Into Local Search](https://www.dacgroup.com/insights/local-search-news/google-business-profile-social-content-local-search/) 26th August, 2026 Google is continuing to blur the lines between local search and social content. Businesses can add supported social profile links to their Google Business Profile, and Google may surface certain posts from those connected profiles directly within the Business Profile experience. For multi-location brands operating across the U.S. and Canada, that brings organic social closer to a high-intent local search journey. Google confirms this in its Business Profile Help documentation. Supported social networks currently include Facebook, Instagram, LinkedIn, Pinterest, TikTok, X, and YouTube. Google notes that social media links are available only in select regions, and posts from linked social profiles may appear only in select regions and languages and may not be available for all users. See Google’s guidance on managing social media links. How it works Brands can connect supported social profile URLs to a Google Business Profile. For North American multi-location programs, the operational priority is consistency: make sure each U.S. and Canadian location is tied to the correct social profiles. Once connected, Google determines what social content may surface. Businesses do not control exactly which posts, images, or videos appear, how that content is cropped or presented, or the order and frequency in which it appears. This aligns with the operating guidance Kyle shared internally. Google Business Profile Help: Manage your social media links This social content should not be confused with standard Google Posts. Google Posts are content businesses publish directly through Google Business Profile, while social content can be sourced from connected social channels. Google’s post documentation explains where Business Profile posts can appear. Why it matters The context of social content changes when it appears inside a local search journey. On social platforms, content often has to interrupt the scroll and earn attention. On a Google Business Profile, the customer has usually already searched for a brand, product, service, or location, often with clear local intent. That means the job of the content can shift from pure engagement toward helping someone decide what to do next. For enterprise and multi-location brands across North America, this creates a practical reason to review organic social content through a conversion-focused lens. Content that surfaces on a Business Profile can help answer high-intent questions such as what makes a location worth choosing, which products or services are available, what offers are running, and what should move a customer from consideration to a visit, call, appointment, reservation, order, or purchase. Availability note: Google says social profile links and surfaced social content are available only in select regions and languages. Its current Posts guidance lists the U.S. and Canada among the English-language markets where featured posts are available for single-location food and drink businesses. Availability may still vary by profile and user. Source Kyle’s Take The interesting part here is not simply that social links can sit on a Business Profile. It is that Google may surface social content inside a high-intent local search environment. For North American brands, especially those managing many locations across the U.S. and Canada, that changes how I think about organic social. On Instagram or TikTok, content often has to earn attention first. On a Business Profile, the customer has already searched for the brand, service, product, or location. We already have their attention. So I would ask social teams a different question: if this post appeared while someone was deciding whether to visit, call, schedule, reserve, order, or buy, would it help them make that decision? This is still an evolving area, and brands should test rather than assume every social profile should remain connected. But the broader opportunity is clear: Local and Social are becoming less separate. The brands that handle this well will bring reliable location governance and conversion-focused content together, then review what customers actually see. What should businesses do? Check connected social profiles. Make sure each U.S. and Canadian location is associated with the correct, supported social URLs. Review what Google is surfacing. Look at the live Business Profile experience across priority locations rather than assuming connected content is being presented as expected. Set ownership and expectations internally. Brands can manage social profile links, but Google controls which social content appears and how it is presented. Define who owns link accuracy and location-level QA. Think conversion, not just engagement. Create social content that still makes sense when seen by someone already considering a visit, call, appointment, reservation, order, or purchase. Test and learn by market. Availability varies by region and language, so validate the feature separately across U.S. and Canadian locations and document what customers actually see. Bottom line Google Business Profile is becoming a place where local information, social content, and high-intent customer journeys increasingly overlap. For North American enterprise and multi-location brands, the opportunity is practical: keep connected profiles accurate, review the live experience across U.S. and Canadian locations, and make sure organic social content still helps customers take the next step. [Read More](https://www.dacgroup.com/insights/local-search-news/google-business-profile-social-content-local-search/) - [How the New Google Business Profile and GA4 Integration Improves Local Marketing Measurement](https://www.dacgroup.com/insights/local-search-news/google-business-profile-ga4-integration/) - [Apple Maps Introduces Local Ads: A New Moment for High-Intent Discovery](https://www.dacgroup.com/insights/local-search-news/apple-maps-introduces-local-ads-a-new-moment-for-high-intent-discovery/) ### Stay Forward Get exclusive insights into digital media’s top-trending topics delivered directly to your inbox. *This page has a form, which is not reproduced here. Use the page itself to fill it in.* SUBSCRIBE ##### View all local search news Discover expert perspectives and actionable ideas to optimize your marketing strategy today. Filter by topic All Local Search - Back - All - Local Search Loading… Load more local search news ## Discover more DAC Insights [Explore all insights](https://www.dacgroup.com/discover/) [Blog](https://www.dacgroup.com/insights/blog/) [White Papers](https://www.dacgroup.com/insights/white-papers/) [Deep Dive Series](https://www.dacgroup.com/insights/series/) [Explore all insights](https://www.dacgroup.com/discover/) --- https://www.dacgroup.com/insights/white-papers.md --- title: "Whitepapers Category page" date: 2026-01-22 published: 2025-05-13 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/white-papers.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/livres-blancs.md" de: "https://www.dacgroup.com/de/einblicke/white-papers.md" en-gb: "https://www.dacgroup.com/en-gb/insights/white-papers.md" fr: "https://www.dacgroup.com/fr/perspectives/livres-blancs.md" es: "https://www.dacgroup.com/es/descubrir/informes-tecnicos.md" --- # Whitepapers Category page [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) ## DAC White Papers Explore our collection of marketing, technology, and industry-focused white papers that offer forward-thinking insights and strategies designed to drive success in ever-changing, digital environments. [All](/insights/hub/) [Blog](/insights/blog/) [White Papers](#) [Deep Dive Series](/series/) [Events](/insights/events/) [Webinars](/insights/webinars/) [Local Search News](/insights/local-search-news/) [Podcasts](https://www.dacgroup.com/podcast/) ### Featured white paper ![main article image](https://www.dacgroup.com/wp-content/uploads/2026/10/Holiday-Playbook-660x625-Blog2.jpg) [Survive the Rush,Own the Season](https://www.dacgroup.com/insights/white-papers/survive-the-rush-own-the-season/) October 2, 2026 Holiday shoppers start earlier, compare across more surfaces and buy well beyond Cyber Week. DAC’s Holiday Marketing Basecamp is a full-season playbook for building demand early, earning discovery and trust, optimising live performance and extending customer value across the full season. [DOWNLOAD THE STUDY](https://www.dacgroup.com/insights/white-papers/survive-the-rush-own-the-season/) ### Stay Forward Get exclusive insights into digital media’s top-trending topics delivered directly to your inbox. *This page has a form, which is not reproduced here. Use the page itself to fill it in.* SUBSCRIBE ##### Explore all DAC white papers Discover expert perspectives and actionable ideas to optimize your marketing strategy today. Filter by topic All Local search Strategy Proove Analytics SEO - Back - All - Local search - Strategy - Proove Analytics - SEO Loading… Load more white papers ## Discover more DAC Insights [Explore all insights](https://www.dacgroup.com/discover/) [Blog](/insights/blog/) ![](https://www.dacgroup.com/wp-content/uploads/2025/05/Group-441.png%20) [Webinars](/insights/webinars/) [Deep Dive Series](/insights/series/) [Explore all insights](https://www.dacgroup.com/discover/) --- https://www.dacgroup.com/insights/hub.md --- title: "Insights hub" date: 2026-09-03 published: 2025-04-30 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/hub.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/hub.md" de: "https://www.dacgroup.com/de/einblicke/hub.md" en-gb: "https://www.dacgroup.com/en-gb/insights/hub.md" fr: "https://www.dacgroup.com/fr/perspectives/hub.md" es: "https://www.dacgroup.com/es/descubre/hub.md" --- # Insights hub [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) ## Strategic Marketing Insights Your guide to navigating full-funnel marketing with forward-thinking insights and strategies from our experts. --- https://www.dacgroup.com/insights/events.md --- title: "Events Category " date: 2025-10-27 published: 2025-03-05 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/events.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/evenements.md" de: "https://www.dacgroup.com/de/einblicke/veranstaltungen.md" en-gb: "https://www.dacgroup.com/en-gb/insights/events.md" fr: "https://www.dacgroup.com/fr/perspectives/evenements.md" es: "https://www.dacgroup.com/es/descubre/eventos.md" --- # Events Category  [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) ## DAC Events At DAC, we don’t just follow industry trends — we shape them. From speaking engagements and networking conferences to cutting-edge marketing summits, stay at the forefront of what’s next. [All](/insights/hub/) [Blog](/insights/blog/) [White Papers](/discover/white-papers/) [Deep Dive Series](/insights/series/) [Events](#) [Webinars](/insights/webinars/) [Local Search News](/insights/local-search-news/) [Podcasts](https://www.dacgroup.com/insights/podcasts/) ### Featured event ![main article image](https://www.dacgroup.com/wp-content/uploads/2026/02/commerce-next-Event-image-for-the-website.png) [DAC at CommerceNext Growth Show 2026](https://www.dacgroup.com/insights/events/dac-at-commercenext-growth-show-2026/) June 23, 2026 DAC will be attending the CommerceNext Growth Show 2026, taking place on June 23–24, 2026 in New York City.The CommerceNext Growth Show is a leading conference for retail and ecommerce marketers, bringing together senior leaders from innovative brands and fast-growing retailers across North America. The event focuses on practical strategies for accelerating customer acquisition, strengthening retention, optimizing media investment, and driving measurable growth in an increasingly competitive landscape.Across two days of thought leadership sessions, peer-led discussions, and curated networking opportunities, the Growth Show creates space for meaningful conversations around the future of digital commerce, performance marketing, data strategy, and customer experience.As a full-funnel media and location strategy partner, DAC looks forward to engaging in discussions around:Performance-driven media investment across paid, owned, and earned channelsRetail media strategy and marketplace growthAdvanced measurement in a privacy-first environmentCustomer acquisition and lifetime value optimizationData integration and scalable growth frameworksOur team will be on-site in New York and ready to connect.If you’re attending CommerceNext Growth Show 2026, we’d welcome the opportunity to meet and explore how DAC can support your growth objectives.Learn more about the event here [Learn More](https://www.dacgroup.com/insights/events/dac-at-commercenext-growth-show-2026/) ### Stay Forward Get exclusive insights into digital media’s top-trending topics delivered directly to your inbox. *This page has a form, which is not reproduced here. Use the page itself to fill it in.* SUBSCRIBE ##### Explore all Past & Future Events Discover expert perspectives and actionable ideas to optimize your marketing strategy today. Filter by topic All Paid media Strategy - Back - All - Paid media - Strategy Loading… Load more Events ## Discover more DAC Insights [Explore all insights](https://www.dacgroup.com/discover/) [Blog](https://www.dacgroup.com/insights/blog/) [White Papers](https://www.dacgroup.com/insights/white-papers/) [Deep Dive Series](https://www.dacgroup.com/insights/series/) [Explore all insights](https://www.dacgroup.com/discover/) --- https://www.dacgroup.com/insights/series.md --- title: "Series" date: 2025-10-22 published: 2025-01-10 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/series.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/series.md" de: "https://www.dacgroup.com/de/einblicke/serie.md" en-gb: "https://www.dacgroup.com/en-gb/insights/series.md" fr: "https://www.dacgroup.com/fr/perspectives/series.md" es: "https://www.dacgroup.com/es/descubre/series.md" --- # Series [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) ## Deep Dive Series Tap into our experts’ unique perspectives as we explore digital’s most important trends and topics in depth. [All](/insights/hub/) [Blog](/insights/blog/) [White Papers](/discover/white-papers/) [Deep Dive Series](#) [Events](/insights/events/) [Webinars](/insights/webinars/) [Local Search News](/insights/local-search-news/) [Podcasts](https://www.dacgroup.com/insights/podcasts/) ### Explore featured series ![main article image](https://www.dacgroup.com/wp-content/uploads/2025/11/MediaForwardSeries-Hero1-1.png) [The Media Forward Series](https://www.dacgroup.com/insights/series/the-media-forward-series/) November 13, 2025 Stay ahead or fall behind: the only series that decodes what’s next in media, AI, and growth. November 13, 2025 **Media, technology, and consumer behavior are converging, and the rules of marketing are being rewritten in real time.**AI is transforming discovery. Video is reshaping attention. Strategy demands agility. And measurement now means more than metrics.**The Media Forward Series** brings it all together -four essential insights redefining how brands grow in the age of AI. [VIEW SERIES](https://www.dacgroup.com/insights/series/the-media-forward-series/) ### Stay Forward Get exclusive insights into digital media’s top-trending topics delivered directly to your inbox. *This page has a form, which is not reproduced here. Use the page itself to fill it in.* SUBSCRIBE ##### Explore all DAC series Discover expert perspectives and actionable ideas to optimize your marketing strategy today. ## Discover more DAC Insights [Explore all insights](https://www.dacgroup.com/discover/) [Blog](https://www.dacgroup.com/insights/blog/) [White Papers](https://www.dacgroup.com/insights/white-papers/) [Deep Dive Series](https://www.dacgroup.com/insights/series/) [Explore all insights](https://www.dacgroup.com/discover/) --- https://www.dacgroup.com/insights/blog.md --- title: "Blog" date: 2026-09-03 published: 2024-12-27 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/blog.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/blog.md" de: "https://www.dacgroup.com/de/einblicke/blog.md" en-gb: "https://www.dacgroup.com/en-gb/insights/blog.md" fr: "https://www.dacgroup.com/fr/perspectives/blog.md" es: "https://www.dacgroup.com/es/descubre/blog.md" --- # Blog [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) ## The DAC Blog Stay informed with actionable insights, expert strategies, and innovative ideas to drive your marketing success [All](/insights/hub/) [Blog](#) [White Papers](/discover/white-papers/) [Deep Dive Series](/insights/series/) [Events](/insights/events/) [Webinars](/insights/webinars/) [Local Search News](/insights/local-search-news/) [Podcasts](https://www.dacgroup.com/insights/podcasts/) ### Explore featured blog posts ![main article image](https://www.dacgroup.com/wp-content/uploads/2026/10/Meta-Muse-660x625-Blog1.jpg) [Paid media](https://www.dacgroup.com/insights/blog/paid-media/) [Meta Muse: How agentic AI could reshape the customer journey](https://www.dacgroup.com/insights/blog/paid-media/meta-muse-agentic-ai-customer-journey/) October 05, 2026 Zhenya Brisker AI has already changed how people discover and evaluate brands. Consumers can ask complex questions, compare products and services, and receive personalized recommendations without following the traditional search journey. Meta Muse introduces another potentially significant shift: What happens when AI moves from helping consumers decide what to do to actually doing it for them? Launched in the U.S. in September 2026, Muse is Meta’s new personal AI agent, designed to complete tasks such as researching products, booking travel, making reservations, and completing purchases. There are currently no dedicated Muse advertising opportunities, but it offers an early example of a bigger evolution from search to generative discovery to agentic action. If that behavior reaches meaningful scale, brands may increasingly need to win over not only consumers, but also the AI agents helping them decide and act. The opportunity now is to prepare for that shift without getting ahead of the evidence. What is Meta Muse? Meta Muse is a personal AI agent designed to do more than answer questions. Operating through a dedicated cloud environment with its own browser, Muse can interact with apps and websites on a user’s behalf. Potential uses include: Researching and comparing products Booking restaurants and travel Completing purchases and monitoring prices Managing email and calendars Calling businesses and following up on longer-running tasks Early interest has been significant: Sensor Tower estimates reported by TechCrunch put Muse at more than 3.4 million downloads less than three weeks after launch. That figure should be treated cautiously, however; downloads don’t necessarily indicate sustained usage or retention. The distinction between a chatbot and an AI agent is important. Ask a chatbot about hotels and it might recommend five options. An agent could potentially research those hotels, compare availability, make a selection, book the room, and add the reservation to your calendar. Meta’s ambitions also extend beyond a standalone consumer app. At Connect 2026, Meta announced additional connectors and plans to integrate Muse with its AI glasses. It has also announced a Meta Enterprise Platform incorporating Muse technology and the Muse API, as well as Muse for Small Business, with connectors spanning platforms including Shopify, Stripe, QuickBooks, Klaviyo, Slack, and Canva. Taken together, these developments suggest Meta sees Muse as part of a broader agentic layer spanning consumers, businesses, commerce, and its wider ecosystem. Why Meta Muse matters to marketers Muse matters less because it is a new AI product and more because of the behavior it represents. Consumers already use generative AI to research problems, compare products, evaluate services, and ask for recommendations. Agents potentially add another step: acting on those recommendations. Consider how that could change the customer journey: Traditional journey: Consumer → search/social/ad → brand or retailer → research and comparison → purchase Agent-mediated journey: Consumer → AI agent → research and comparison → selection → transaction Advertising doesn’t disappear, and neither does the consumer. But an agent could increasingly influence which brands enter the consideration set, what information gets evaluated, how options are compared, and what is ultimately selected. An agent’s ability to act also depends on more than its technical capabilities. Amazon’s reported decision to block Muse from shopping on Amazon.com illustrates that retailers and platforms can determine whether agents interact with their ecosystems. For marketers, that raises a new possibility: It may no longer be enough to make a brand easy for consumers to discover and evaluate. Brands may increasingly need to make themselves easy for AI agents to find, understand, compare, and transact with. From SEO and AEO/GEO to agentic optimization The good news is that brands don’t need to start from scratch. Much of the work already happening across SEO and AI search optimization creates a foundation for a world in which AI doesn’t just surface information, but increasingly evaluates options and takes action. Traditional SEO asks: Can a search engine find, understand, and rank my content? Answer engine optimization (AEO) and generative engine optimization (GEO) broaden that question: Can an AI understand my brand well enough to surface, cite, or recommend it? Agentic AI potentially takes that evolution one step further: 1. Be discoverable An AI agent first needs to reliably find the brand, product, service, or location. Strong SEO fundamentals remain relevant, including authoritative content, clear entity information, structured data, consistent product and location information, and credible third-party references. 2. Be understandable Being found isn’t enough if machines can’t confidently interpret what they find. Brands need accurate, consistent information about what they offer, who it’s for, where it’s available, and what differentiates it across websites, listings, feeds, retailer pages, reviews, and other sources. 3. Be recommendable AI needs enough reliable, corroborated information to consider a brand when evaluating options. Authority, reviews, third-party references, product information, pricing, and availability can all contribute. This is why AEO/GEO shouldn’t be viewed as a replacement for SEO. It extends the same underlying goal: making brand information accessible, authoritative, and useful wherever discovery happens. 4. Be actionable This is where agentic AI introduces something genuinely different. If an agent recommends a brand but can’t complete the next step, much of the potential value disappears. For an ecommerce brand, being actionable could mean accurate inventory, pricing, product IDs, shipping information, payments, and clean product feeds. For a restaurant, it might mean reliable menus, hours, locations, and reservation availability. For travel, it could mean current rates, availability, booking infrastructure, and policies. Optimization may therefore increasingly extend beyond content into the data and transactional infrastructure that allows machines to act. Rather than optimizing for Muse specifically, brands can prepare by becoming more discoverable, understandable, recommendable, and actionable across all AI experiences. Agentic AI raises the stakes for privacy and trust Muse becomes more useful as consumers give it access to more applications, accounts, and personal information. But the ability to act on someone’s behalf also raises the stakes for clear permissions, security, and trust. That tension became tangible when a Muse user reported that the agent shared his home address with a Facebook Marketplace buyer after he had granted it broad standing permissions. Meta attributed the behavior to an “Allow Always” permission and said it planned to make those choices clearer. The bigger issue is the potential gap between what consumers technically permit and what they reasonably expect that permission to allow. With agentic AI, privacy is no longer only about who can access information; it’s also about what an AI can infer and do with it. For marketers, that makes trust part of the customer experience. Clear permissions, predictable behavior, and meaningful consumer control will be critical to adoption. What does Meta Muse mean for advertising? For now, the answer is simple: there is no dedicated Muse media to buy. Advertisers aren’t missing a new Meta placement, and Muse doesn’t warrant a change in paid media plans today. If agent-mediated experiences achieve meaningful scale, however, marketers will face new questions: Could brands pay for visibility during agent-led discovery, and how would sponsorship be disclosed? How would advertisers measure conversions when an agent mediates or completes a transaction? Who gets attribution when media creates demand but an agent ultimately completes the transaction? These are strategic questions, not announced Muse advertising capabilities. But they illustrate a potential measurement challenge as AI becomes more involved in moving consumers from consideration to action. Agentic AI is also emerging on the media-buying side as platforms automate more targeting, bidding, and optimization. That makes independent measurement, clear governance, business-outcome validation, and human oversight more important not less. What marketers should do now Muse is worth watching, but it doesn’t require brands to build a new strategy from scratch. Instead, marketers should focus on four priorities: 1. Don’t change your media plan because of Muse There is currently no dedicated Muse advertising inventory, proven optimization framework, or established measurement methodology. 2. Keep investing in SEO and AEO/GEO Continue making brand information authoritative, structured, and understandable to AI while monitoring visibility across generative experiences. 3. Make your digital ecosystem actionable Look beyond content to the information and infrastructure an agent would need to complete a task, including product and location data, pricing, inventory, availability, booking systems, and payment capabilities. 4. Watch how the ecosystem develops Monitor commerce integrations, marketplaces, payment providers, booking platforms, measurement, and attribution as more services open or close their ecosystems to AI agents. Muse itself may or may not become a lasting part of the customer journey. The broader shift it represents is harder to dismiss: AI is moving from helping consumers find and evaluate information toward potentially taking action on their behalf. For marketers, the priority now is to prepare for the behavior, not just the platform. [Read More](https://www.dacgroup.com/insights/blog/paid-media/meta-muse-agentic-ai-customer-journey/) BLOG ![Did the marketing campaign fail, or did the local network fail to convert?](https://www.dacgroup.com/wp-content/uploads/2026/10/Local-Shopping-Blog1-875x438-1.jpg) [Did the marketing campaign fail, or did the local network fail to convert?](https://www.dacgroup.com/insights/blog/paid-media/did-the-marketing-campaign-fail-or-did-the-local-network-fail-to-convert/) October 02, 2026 Ahmed Aden [Paid media](https://www.dacgroup.com/insights/blog/paid-media/) BLOG ![ChatGPT Ads: An emerging opportunity, but not yet a performance replacement ](https://www.dacgroup.com/wp-content/uploads/2026/09/ChatGPT-Ads-Blog1-875x438-1.jpg) [ChatGPT Ads: An emerging opportunity, but not yet a performance replacement ](https://www.dacgroup.com/insights/blog/paid-media/chatgpt-ads-emerging-consideration-opportunity/) September 11, 2026 Zhenya Brisker [Paid media](https://www.dacgroup.com/insights/blog/paid-media/) BLOG ![The free token lunch is over. Good.](https://www.dacgroup.com/wp-content/uploads/2026/09/Free-Token-Lunch-Blog1-875x438-1.jpg) [The free token lunch is over. Good.](https://www.dacgroup.com/insights/blog/analytics/the-free-token-lunch-is-over-smarter-ai-economics/) September 03, 2026 Dan Temby [Proove Analytics](https://www.dacgroup.com/insights/blog/analytics/) #### Stay Forward Get exclusive insights into digital media’s top-trending topics delivered directly to your inbox. *This page has a form, which is not reproduced here. Use the page itself to fill it in.* SUBSCRIBE ##### Explore all DAC blog posts Discover expert perspectives and actionable ideas to optimize your marketing strategy today. Filter by topic All Paid media Search optimization Local Search Strategy Creative Proove Analytics Development - Back - All - Paid media - Search optimization - Local Search - Strategy - Creative - Proove Analytics - Development Loading… Load more Articles ##### Discover more DAC Insights [EXPLORE ALL INSIGHTS](/discover) [Explore all insights ](https://www.dacgroup.com/discover/) --- https://www.dacgroup.com/insights/webinars.md --- title: "Webinars" date: 2025-10-22 published: 2024-11-28 author: "nmele" featured_image: "https://www.dacgroup.com/wp-content/uploads/2025/04/Insights-header-hero-scaled.jpg" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/insights/webinars.md" fr-ca: "https://www.dacgroup.com/fr-ca/perspectives/webinaires.md" de: "https://www.dacgroup.com/de/einblicke/webinare.md" en-gb: "https://www.dacgroup.com/en-gb/insights/webinars.md" fr: "https://www.dacgroup.com/fr/perspectives/webinaires.md" es: "https://www.dacgroup.com/es/descubre/webinars.md" --- # Webinars [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) ## DAC Webinars Stay informed with actionable insights, expert strategies, and innovative ideas to drive your marketing success. [All](/insights/hub/) [Blog](/insights/blog/) [White Papers](/discover/white-papers/) [Deep Dive Series](/insights/series/) [Events](/insights/events/) [Webinars](#) [Local Search News](/insights/local-search-news/) [Podcasts](https://www.dacgroup.com/insights/podcasts/) ### Featured webinar ![main article image](https://www.dacgroup.com/wp-content/uploads/2026/09/DAC-AI-Agents-Webinar-660x625-Blog1-1.jpg) [Putting AI Agents to Work: Campaign Performance, Brand Discovery and Commerce](https://www.dacgroup.com/insights/webinars/putting-ai-agents-to-work-campaign-performance-brand-discovery-and-commerce/) October 28, 2026 [REGISTER NOW](https://www.dacgroup.com/insights/webinars/putting-ai-agents-to-work-campaign-performance-brand-discovery-and-commerce/) ### Stay Forward Get exclusive insights into digital media’s top-trending topics delivered directly to your inbox. *This page has a form, which is not reproduced here. Use the page itself to fill it in.* SUBSCRIBE ##### Explore all DAC webinars Discover expert perspectives and actionable ideas to optimize your marketing strategy today. Filter by topic All Paid media Search optimization Local search Strategy Proove Analytics SEE ALL - Back - All - Paid media - Search optimization - Local search - Strategy - Proove Analytics Loading… Load more Webinars ## Discover more DAC Insights [Explore all insights](https://www.dacgroup.com/discover/) [Blog](https://www.dacgroup.com/insights/blog/) [White Papers](https://www.dacgroup.com/insights/white-papers/) [Deep Dive Series](https://www.dacgroup.com/series/) [Explore all insights](https://www.dacgroup.com/discover/) --- https://www.dacgroup.com/multi-year-accessibility-plan.md --- title: "Multi Year Accessibility Plan" date: 2024-09-23 published: 2024-09-02 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/multi-year-accessibility-plan.md" fr-ca: "https://www.dacgroup.com/fr-ca/plan-pluriannuel-daccessibilite.md" de: "https://www.dacgroup.com/de/mehrjahresplan-zur-barrierefreiheit.md" en-gb: "https://www.dacgroup.com/en-gb/multi-year-accessibility-plan.md" fr: "https://www.dacgroup.com/fr/plan-pluriannuel-daccessibilite.md" es: "https://www.dacgroup.com/es/plan-plurianual-de-accesibilidad.md" --- # Multi Year Accessibility Plan [DAC](https://www.dacgroup.com//) [Accessibility](https://www.dacgroup.com/accessibility/) Multi Year Accessibility Plan ### Privacy Policy ## General Provisions **Establish Integrated Accessibility Standard Regulations (IASR) Policy & Multi-Year Accessibility Plan** Create written IASR Policy with Statement of Organizational Commitment; Create Multi-Year Accessibility Plan; Policy and Plan review and sign-off by Senior Leadership; Make policy available to the public; Complete AODA sign-off process; Make available in alternative formats, upon request; Completion Date: 2013 **Review and update IASR Policy & Multi-Year Accessibility Plan, as required** Completion Date: 2013, 2018 **Customer Service Training for Associates** Develop and train customer-facing Associates on “How May I Help You” Customer Service Training; Review and update training annually; Audit training compliance semi-annually to ensure completion and appropriate tracking; Completion Date: 2013, 2014, 2015, 2016, 2017, 2018 **IASR Training** Develop, deliver and track training to all employees, volunteers, and those that develop Company policies; on the requirements of the accessibility standards referred to in the regulation and on the Human Rights Code as it pertains to persons with disabilities. Completion Date: 2014 ## Information and Communications Standard **Accessible emergency information** Provide employees with disabilities with individualized emergency response information when requested; Completion Date: 2013, 2014, 2015, 2016, 2017, 2018 **Establish feedback process, accessible formats and communication supports;** By January 1, 2015 the Company will ensure that existing and new processes for receiving and responding to feedback are accessible to persons with disabilities by providing or arranging to provide accessible formats and communication supports upon request; Members of the public will be notified about the availability of accessible formats and communications supports; By January 1, 2016 the Company will ensure requests for accessible formats and communications supports are dealt with in a timely manner and that the persons accessibility needs are taken into account; consult with person to determine suitability of accessible format; cost to individual would be no more than the regular costs charged to other persons; Completion Date: 2014, 2015 **Company website and web content conform to Accessibility Guidelines** Review accessibility features related to current internet website; Conform with WCAG version 2.0 level A; Compliance with the Accessibility for Ontarians with Disabilities Act will be included as one of the criteria in selecting technology vendors fore new website development initiatives; Completion Date: 2013 ## Employment Standards **Develop and document individual accommodation plans for associates with disabilities;** Ensure that associates with accommodation plans also have emergency response information, if applicable; Completion Date: 2015, 2016, 2017, 2018 **Inform all current and new associates of policies used to support persons with disabilities.** Communication to be sent to associates notifying them of policies supporting associates with disabilities. Completion Date: 2015, 2016, 2017, 2018 [BACK](/accessibility) --- https://www.dacgroup.com/accessibility-standards-regulation.md --- title: "Accessibility Standards Regulation" date: 2024-09-26 published: 2024-09-02 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/accessibility-standards-regulation.md" fr-ca: "https://www.dacgroup.com/fr-ca/reglement-sur-les-normes-daccessibilite.md" de: "https://www.dacgroup.com/de/normen-fur-die-barrierefreiheit.md" en-gb: "https://www.dacgroup.com/en-gb/accessibility-standards-regulation.md" fr: "https://www.dacgroup.com/fr/reglement-des-normes-daccessibilite-integrees-aoda-politique-des-normes-dinformation-et-de-communication.md" es: "https://www.dacgroup.com/es/normativa-de-accesibilidad.md" --- # Accessibility Standards Regulation [DAC](https://www.dacgroup.com//) [Accessibility](https://www.dacgroup.com/accessibility/) Accessibility Standards Regulation ### AODA Integrated Accessibility Standards Regulation – Information & Communication Standard Policy ### Privacy Policy ## Intent This policy is intended to meet the requirements of the *Integrated Accessibility Standards, Ontario Regulation 191/11* for the Information and Communications Standard set forth under the *Accessibility for Ontarians with Disabilities Act, 2005*. This policy applies to the manner in which DAC Group communicates with the public in the province of Ontario. ## Definitions **Accessible Formats** – may include but not limited to large print, recorded audio and electronic formats, braille and other formats usable by persons with disabilities. **Communication Supports** – may include but not limited to captioning, alternative and augmentative communication supports, plain language, sign language and other supports that facilitate effective communications. **Conversion Ready** – an electronic or digital format that facilitates conversion into an acceptable format. **Information** – includes data, facts and knowledge that exists in any format, including text, audio, digital or images, and conveys meaning. **Internet Website** – a collection of related Web pages, images, videos or other digital assets that are addressed relative to a common Uniform Resource Identifier (URI) and are accessible to the public. **Web Content Accessibility Guidelines** – refers to the World Wide Web Consortium Recommendation, dated December 2008, entitled “Web Content Accessibility Guidelines (WCAG) 2.0.” ## General Principles In accordance with the Integrated Accessibility Standards, Ontario Regulation 191/11, this policy addresses the following: 1. Accessible Formats and Communication Supports 2. Accessible Websites and Web Content 3. Emergency Procedures, Plans or Public Safety Information 4. Exceptions 5. Feedback ## A. Accessible Formats and Communication Supports As of January 1, 2016, upon request DAC Group will provide or arrange for the provision of accessible formats and communication supports for persons with disabilities in a timely manner and at no additional cost to the individual. DAC Group will take into account the person’s accessibility needs when customizing individual requests. ## B. Accessible Websites and Web Content As of January 1, 2021 all departments governed by DAC Group will make its web content conform to the Web Content Accessibility Guidelines (WCAG) 2.0 at Level AA. Web content includes any information which resides on an internet web site. ## C. Emergency Procedures, Plans or Public Safety Information If DAC Group prepares public emergency procedures, plans or public safety information we will provide the information in an accessible format or with appropriate communication supports as soon as practicable, upon request. ## D. Exceptions The *Information and Communications Standard* does not apply to products and product labels; unconvertible information or communications; or information that DAC Group does not control directly or indirectly through a contractual relationship. If DAC Group determines that information or communications are unconvertible, DAC Group will provide the person requesting information or communication with the following: 1. An explanation as to why the information or communications are unconvertible; 2. A summary of the unconvertible information or communications; 3. Information is regarding as unconvertible if it is not technically feasible to convert the information or communications; or if the technology to convert the information is not readily available. ## E. Feedback Process As of January 1, 2015 DAC Group’s processes for receiving and responding to feedback will be accessible to persons with disabilities through the provision of accessible formats and communications supports, upon request. DAC Group will notify the public about the availability of these accessible formats. [BACK](/accessibility) --- https://www.dacgroup.com/statement-of-organizational-commitment.md --- title: "Statement of Organizational Commitment" date: 2024-09-26 published: 2024-09-02 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/statement-of-organizational-commitment.md" fr-ca: "https://www.dacgroup.com/fr-ca/declaration-dengagement-organisationnel.md" de: "https://www.dacgroup.com/de/erklarung-zum-organisationsengagement-dac-group.md" en-gb: "https://www.dacgroup.com/en-gb/statement-of-organizational-commitment.md" fr: "https://www.dacgroup.com/fr/declaration-dengagement-organisationnel.md" es: "https://www.dacgroup.com/es/declaracion-de-compromiso-organizacional.md" --- # Statement of Organizational Commitment [DAC](https://www.dacgroup.com//) [Accessibility](https://www.dacgroup.com/accessibility/) Statement of Organizational Commitment ### AODA Integrated Accessibility Standards Regulation – Information & Communication Standard Policy ### Privacy Policy ## Summary The DAC GROUP recognizes that the Government of Ontario supports the full inclusion of persons with disabilities as set out in the Ontario Human Rights Code (the “Code”), and the Accessibility for Ontarians with Disabilities Act, 2005 (the “AODA”). It is the goal of the Ontario government to make Ontario accessible by 2025. Under the AODA and its Regulations, the following accessibility standards set requirements that are applicable to the DAC GROUP: - Customer Service; - Information and Communications; - Employment; and - Proposed Accessibility Standards for the Built Environment ## Commitment The DAC GROUP is committed to providing its services in a way that respects the dignity and independence of persons with disabilities. This commitment will be integrated wherever possible and will ensure that persons with disabilities will benefit from the same access to services, in the same place and in a similar way as other customers. The DAC GROUP is committed to ensuring that every employee, customer, and prospective customer receives equitable access to employment or services, as applicable without discrimination, and receives reasonable accommodation where required, in accordance with the provisions of the Code and the AODA and its Regulations. The DAC GROUP seeks to meet the accessibility needs of persons with disabilities in a timely manner. Where required, the DAC GROUP will consult with an individual experiencing difficulty with accessibility to understand his or her specific accessibility needs, and then make all reasonable efforts to meet those individual needs in a timely manner. ## Means of Achieving the DAC GROUP’s Accessibility Objectives This Statement, related policies and the DAC Group-Multi Year Accessibility Plan outline the DAC GROUP’s strategies and actions to prevent and remove barriers to accessibility and to meet the requirements of the AODA and its Regulations. ## Accessible Formats All of the aforementioned documents will be available in accessible formats upon request. [BACK](/accessibility) --- https://www.dacgroup.com/accessible-customer-service-policy.md --- title: "Accessible Customer Service Policy" date: 2024-09-26 published: 2024-09-02 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/accessible-customer-service-policy.md" fr-ca: "https://www.dacgroup.com/fr-ca/politique-daccessibilite-du-service-a-la-clientele.md" de: "https://www.dacgroup.com/de/barrierefreier-kundenservice.md" en-gb: "https://www.dacgroup.com/en-gb/accessible-customer-service-policy.md" fr: "https://www.dacgroup.com/fr/politique-daccessibilite-du-service-a-la-clientele.md" es: "https://www.dacgroup.com/es/politica-de-accesibilidad-de-atencion-al-cliente.md" --- # Accessible Customer Service Policy [DAC](https://www.dacgroup.com//) [Accessibility](https://www.dacgroup.com/accessibility/) Accessible Customer Service Policy ### Accessibility at DAC Group ## Intent This policy is intended to meet the requirements of Accessibility Standards for Customer Service, Ontario Regulation 429/07 under the Accessibility for Ontarians with Disabilities Act, 2005, and applies DAC Group’s provision of services to the public. When providing services to those with disabilities DAC Group shall follow the principles of dignity, independence, integration and equal opportunity. ## Scope 1. This policy applies to the provision of services by DAC Group. 2. This policy applies to employees, volunteers, agents and/or contractors who deal with the public or other third parties that act on behalf of DAC Group, including when the provision of services occurs off the premises of DAC Group. 3. The section of this policy that addresses the use of guide dogs, service animals and service dogs only applies to the provision of services that take place at premises operated by DAC Group. 4. This policy shall also apply to all persons who participate in the development of the DAC Group’s policies, practices and procedures governing the provision of services. ## Definitions **Assistive Device** – is a technical aid, communication device or other instrument that is used to maintain or improve the functional abilities of people with disabilities. Personal assistive devices are typically devices that customers bring with them such as a wheelchair, walker or a personal oxygen tank that might assist in hearing, seeing, communicating, moving, breathing, remembering and/or reading. **Disability** – the term disability as defined by the Accessibility for Ontarians with Disabilities Act, 2005, and the Ontario Human Rights Code, refers to: - any degree of physical disability, infirmity, malformation or disfigurement that is caused by bodily injury, birth defect or illness and, without limiting the generality of the foregoing, includes diabetes mellitus, epilepsy, a brain injury, any degree of paralysis, amputation, lack of physical co-ordination, blindness or visual impediment, deafness or hearing impediment, muteness or speech impediment, or physical reliance on a guide dog or other animal or on a wheelchair or other remedial appliance or device; - a condition of mental impairment or a developmental disability; - a learning disability, or dysfunction in one or more of the processes involved in understanding or using symbols or spoken language; - a mental disorder; or - an injury or disability for which benefits were claimed or received under the insurance plan established under the Workplace Safety and Insurance Act, 1997. **Guide Dog** – is a highly-trained working dog that has been trained at one of the facilities described in Ontario Regulation 58 under the Blind Persons’ Rights Act, to provide mobility, safety and increased independence for people who are blind. **Service Animal** – as reflected in Ontario Regulation 429/07, an animal is a service animal for a person with a disability if: - it is readily apparent that the animal is used by the person for reasons relating to his or her disability; or - if the person provides a letter from a physician or nurse confirming that the person requires the animal for reasons relating to the disability. **Support Person** – as reflected in Ontario Regulation 429/07, a support person means, in relation to a person with a disability, another person who accompanies him or her in order to help with communication, mobility, personal care, medical needs or access to goods or services. ## General Principles In accordance with the *Accessibility Standards for Customer Service, Ontario Regulation 429/07*, this policy addresses the following: 1. The Provision of Goods and Services to Persons with Disabilities; 2. The Use of Assistive Devices 3. The Use of Guide Dogs, Service Animals and Service Dogs 4. The Use of Support Persons 5. Notice of Service Disruptions 6. Customer Feedback 7. Training 8. Notice of Availability and Format of Required Documents ## A. The Provision of Services to Persons with Disabilities DAC Group will make every reasonable effort to ensure that its policies, practices DAC Group will make every reasonable effort to ensure that its policies, practices and procedures are consistent with the principles of dignity, independence, integration and equal opportunity by: - allowing customers with disabilities to do things in their own ways, at their own pace when accessing services as long as this does not present a safety risk; - using alternative methods when possible to ensure that customers with disabilities have access to the same services, in the same place and in a similar manner; - taking into account individual needs when providing services; and - communicating in a manner that takes into account the customer’s disability. ## B. Assistive Devices **Customer’s own assistive device(s):** Persons with disabilities may use their own assistive devices as required when accessing services provided by DAC Group. In cases where the assistive device presents a safety concern or where accessibility might be an issue, other reasonable measures will be used to ensure the access to DAC’s services. For example, where elevators are not present and where an individual requires assistive devices for the purposes of mobility, service will be provided in a location that meets the needs of the customer. ## C. Guide Dogs, Service Animals and Service Dogs A customer with a disability who is accompanied by guide dog, service animal or service dog will be allowed access to DAC’s premises that are open to the public unless otherwise excluded by law. “No pet” policies do not apply to guide dogs, service animals and/or service dogs. **Exclusion Guidelines:** If a guide dog, service animal or service dog is excluded by law DAC Group will offer alternative methods to enable the person with a disability to access our services, when possible (for example, securing the animal in a safe location and offering the guidance of an employee). **Care and Control of the Animal:** The customer that is accompanied by a guide dog, service dog and/or service animal is responsible for maintaining care and control of the animal at all time. **Allergies:** If a health and safety concern presents itself for example in the form of a severe allergy to the animal, DAC Group will make all reasonable efforts to meet the needs of all affected individuals. ## D. Support Persons If a customer with a disability is accompanied by a support person, DAC Group will ensure that both persons are allowed to enter the premises together and that the customer is not prevented from having access to the support person. In situations where confidential information might be discussed, consent will be obtained from the customer, prior to any conversation where confidential information might be discussed. ## E. Notice of Disruptions in Service Service disruptions may occur due to reasons that may or may not be within the control or knowledge of DAC Group. In the event of any temporary disruptions to facilities or services that customers with disabilities rely on to access DAC Group’s services, reasonable efforts will be made to provide advance notice. In some circumstances such as in the situation of unplanned temporary disruptions, advance notice may not be possible. **Notifications will Include:** In the event that a notification needs to be posted the following information will be included unless it is not readily available or known: - facilities, premises or services that are disrupted or unavailable - reason for the disruption - anticipated duration - a description of alternative services or options, if any **Notifications Options:** When disruptions occur DAC Group will provide notice by: - posting notices in conspicuous places including at the point of disruption, at the main entrance and the nearest accessible entrance to the service disruption and/or on the DAC Group website; - contacting customers with appointments; - verbally notifying customers when they are making a reservation or appointment; or - by any other method that may be reasonable under the circumstances. ## F. Feedback Process DAC Group shall provide customers with the opportunity to provide feedback on the service provided to customers with disabilities. Information about the feedback process will be readily available to all customers and members of the public upon request and notice of the process will be made available on our website \[and in our premises?\] Feedback forms along with alternate methods of providing feedback such as verbally (in person or by telephone) or written (hand written, delivered, website or email), will be available upon request. **Submitting Feedback:** Members of the public who wish to provide feedback on the way DAC Group provides services to people with disabilities can send us an email via our website or call our Ontario office at 416492.3214. All feedback will be directed to the VP of Human Resources. Customers can expect to receive a response in 7 working days. Complaints will be addressed according to our organization’s regular complaint management procedures. Customers or other members of the public that provide formal feedback will receive acknowledgement of their feedback, along with any resulting actions based on concerns or complaints that were submitted. ## G. Training Training will be provided to: 1. all employees, volunteers, agents and/or contractors who deal with the public or other third parties that act on behalf of DAC Group; for example: salespersons, drivers, vendors, event operators, call centers and third party marketing agents; and, 2. those who are involved in the development and approval of customer service policies, practices and procedures. **Training Provisions:** As reflected in Ontario Regulation 429/07, regardless of the format, training will cover the following: - A review of the purpose of the Accessibility for Ontarians with Disabilities Act, 2005. - A review of the requirements of the Accessibility Standards for Customer Service, Ontario Regulation 429/07. - Instructions on how to interact and communicate with people with various types of disabilities. - Instructions on how to interact with people with disabilities who: - use assistive devices; - require the assistance of a guide dog, service dog or other service animal; or - require the use of a support person. - Instructions on how to use any equipment or devices that are available at our premises or that we provide that may help people with disabilities. - Instructions on what to do if a person with a disability is having difficulty accessing our services. - DAC Group’s policies, procedures and practices pertaining to providing accessible customer service to customers with disabilities. **Training Schedule:** DAC Group will provide training as soon as practicable. Training will be provided to new employees, volunteers, agents and/or contractor who deal with the public or act on our behalf during an employees orientation program.Revised training will be provided in the event of changes to legislation, procedures and/or practices. **Record of Training:** DAC Group keeps a record of training that includes the dates training was provided and the number of employees who attended the training. **Notice of Availability and Format of Documents** DAC Group shall notify customers that the documents related to the Accessibility Standard for Customer Service are available upon request and in a format that takes into account the customer’s disability. Notification will be given by posting the information in a conspicuous place owned and operated by DAC Group, the DAC Group’s website and/or any other reasonable method. ## Administration If you have any questions or concerns about this policy or its related procedures please contact: • DAC VP Human Resources: (416) 492 3214 • Inquiries can also be mailed to: Attention: VP, Human Resources 1210 Sheppard Ave East Suite 500 Toronto, Ontario, M2K 1E3 This policy and its related procedures will be reviewed as required in the event of legislative changes. [BACK](/accessibility/) --- https://www.dacgroup.com/accessibility.md --- title: "Accessibility" date: 2024-09-23 published: 2024-08-30 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/accessibility.md" fr-ca: "https://www.dacgroup.com/fr-ca/accessibilite.md" de: "https://www.dacgroup.com/de/barrierefreiheit.md" en-gb: "https://www.dacgroup.com/en-gb/accessibility.md" fr: "https://www.dacgroup.com/fr/accessibilite.md" es: "https://www.dacgroup.com/es/accesibilidad.md" --- # Accessibility [DAC](https://www.dacgroup.com//) Accessibility ### Accessibility at DAC Group ### Privacy Policy DAC Group is committed to adhering to the guidelines presented in the AODA. Whenever possible, DAC Group will provide goods and services to persons with disabilities in a way that is consistent with the principles of **dignity, independence, integration and equal opportunity represented by the Act.** DAC Group strives to cultivate a safe, inclusive environment for its employees, customers and society. ## Policies material - [Accessible Customer Service Policy ](/accessible-customer-service-policy) - [DAC Accessibility Policy: Statement of Organizational Commitment](/statement-of-organizational-commitment) - [AODA Integrated Accessibility Standards Regulation – Information & Communication Standard Policy](/accessibility-standards-regulation/) - [DAC Group – Multi Year Accessibility Plan](/multi-year-accessibility-plan/) ## Tips for Browsing DAC’s Website Some accessibility features are built into computer operating systems and web browsers. Try the following methods to simplify your web browsing experience: ## Magnify the Screen Many web browsers allow you to zoom in on web pages using simple keyboard controls. The magnifier allows you to focus on specific parts of the screen, enlarging the text and other page elements. ## Windows Operating Systems Press Ctrl and + to zoom in on a web page. Press Ctrl and – to zoom out. ## Mac Operating Systems Press Cmd and + to zoom in on a web page. Press Cmd and – to zoom out. --- https://www.dacgroup.com/privacy-statement.md --- title: "Privacy Statement" date: 2024-09-23 published: 2024-08-30 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/privacy-statement.md" fr: "https://www.dacgroup.com/fr/declaration-de-confidentialite.md" --- # Privacy Statement [DAC](https://www.dacgroup.com//) Privacy Statement ### Privacy Policy This Statement tells you how our website collects and protects personal data. - It uses cookies, which identify your computer. We do not match your computer information with your customer information. Permanent cookies capture language preference and analyze website usage. Temporary (session based) cookies improve performance and determine web trends. They disappear when you close your browser window. - We may send you ads based on your interests, as determined by the cookies and other similar technologies. The information about you and your interests is never disclosed to advertisers. - You can opt-out of cookies. The Help section of the toolbar on most browsers will tell you how to. - We do not sell or otherwise disclose any website personal data, save in the very rare cases where we are required to or allowed to by law such as in cases of emergencies. - We may transfer your personal data to our suppliers, sub-contractors and customers to deliver this website but only for that for that purpose. We use contracts that ensure your data remains as safe as it is with us. - We are a worldwide company, so your data may be stored abroad. Still, we make sure it remains safe, anywhere. For any query or complaint, contact [email removed]. Renew or change your cookie consent ### GDPR Privacy Policy **Last Updated January 17, 2023** ### General: DAC Group (“DAC”) DAC is committed to respect the privacy rights of visitors and users of its website. This privacy policy (“Policy”) explains how we may collect, store and use personal data about you when you browse our careers page (the “Site”) and when you provide your personal data to us through the recruitment website. These terms will apply regardless of how the Site is accessed and will cover any technologies or devices (if applicable) by which we make the Site available to you. It provides you with details of the types of personal data that we may collect from you, how we use your personal data and the rights you have with respect to our use of your personal data when we are the data controllers. By continuing to use the Site, you are agreeing to the terms of this Policy. For the purposes of any applicable European laws relating to privacy and data protection including any applicable legislations implementing the General Data Protection Regulation (Regulation (EU) 2016/679 (the “Privacy Laws”), DAC Group (“We”) are the data controllers of the personal data (as defined in the Act) which we collect from you or which you provide to us through the Site. We guarantee to comply with the standards, procedures and requirements laid down in law to ensure that your personal data is kept secure and processed fairly and lawfully. ### What Information do we collect? You should be aware that this Site is being monitored and may capture information about your visit that will help us improve the quality of our service. When you apply for a job, request information, send a question or answer, send a resume or otherwise actively send us data through our Site, we collect and process such data which includes, but not limited to, the following: - “Personal Information”, which may comprise: your name, e-mail address, personal address, telephone number, gender, occupation, interests, a password, and any other data included in a submitted profile or resume; - Any other information which you provide when you report a problem through our Site ### Cookies A cookie is a small file placed on your computer when you visit a website. We use ‘cookies’ to keep track of your current session and to personalise your experience. Cookies also enable us to: - Estimate our audience size and usage pattern; and - Recognise your preferences such as language and region when you return to the Site. We do not use cookies to collect or store Personal Information. You may refuse to accept cookies by activating the setting on your browser which allows you to refuse the setting of cookies. However, if you select this setting you may be unable to access certain parts of the Site. Unless you have adjusted your browser setting so that it will refuse cookies, our system will issue cookies when you log on to the Site. For the settings of cookies, please refer to the ‘Help’ function within your computer. ### Application If you apply for a job, you agree that: - The Personal Information which you provide to us is true, accurate, and complete in all respects. - You agree not to impersonate any other person or entity or to use a false name or a name that you are not authorised to use. - You will keep your application information secure and not disclose it to any third party. ### How does DAC use the information collected? We will never sell any information about you to anyone. We use your Personal Information to carry out our obligations arising from any engagement entered you may have with us and for the specific purpose for which it was volunteered. We will use your Personal Information and any information provided by you as a job applicant to: - Contact the individual concerned and providing information about our operations and employment; - Manage job applicant information including creation of records in the selection process; and - Any other uses as may be necessary to employment and recruitment activities. We will treat all your Personal Information as confidential and will not share your Personal Information with third parties. Given that the Internet is a global environment, using it to collect and process personal data necessarily involves the transmission of data on an international basis. The data that we collect from you may be transferred to, and stored at, a destination outside the European Economic Area (“EEA”), although the data will always be held securely and in line with the requirements of the relevant data protection laws. It may also be processed by staff operating outside the EEA who works for us. Such staff may be engaged in, amongst other things, the provision of support services. By submitting your personal data, you agree to this transfer, storing or processing. We will take all steps reasonably necessary to ensure that your data is treated securely and in accordance with this privacy policy. ### How long do we keep your personal data? We will keep your personal data for as long as we need it to achieve the purpose for which it has been collected or to meet our legal obligations. - We keep the data relating to a job application until you request us to delete it or after one year starting from the fulfilment of the position or the end of the recruitment process. - When you send us a request regarding our brand, your data will be kept for the time necessary to handle such a request. - Personal data within cookies set on your terminal will be kept for as long as we need it to achieve the purpose for which it has been collected (e.g. session identification cookies are just kept for the duration of the ongoing session), and, in any case, for a maximum duration of 13 months. We might keep some personal data for longer to comply with legal or regulatory obligations or to protect our legitimate interests. ### Your rights on your personal data You have the following rights at any time: - The right to request access to personal data that we hold about you; - The right to request from us rectification of any personal data that is inaccurate or incomplete; - The right to request erasure (‘right to be forgotten’) of personal data if these data are no longer necessary in relation to the purposes for which they were collected or otherwise processed or if you withdraw your consent (we might have to keep some personal data to meet legal requirements or legitimate interests though); - The right to obtain restriction of processing where one of the following applies: - If you have contested the accuracy of your personal data, processing shall be restricted for a period enabling us to verify such accuracy, - When processing is unlawful, and you oppose to the erasure of your personal data and request the restriction of their use instead, - If we no longer need the personal data for the purposes of the processing but they are required by you to establish, exercise or defend your legal claims, - When you have objected to processing based on legitimate interests, processing shall be restricted for a period enabling the verification whether our legitimate grounds override yours, - The right to object, on grounds relating to your situation, where processing of your personal data is based on our legitimate interests. You also have the right to object at any time to processing for direct marketing purposes (including profiling to the extent that it relates to such direct marketing); - The right to data portability, meaning you have the right to receive the personal data we hold about you in a structured, commonly used and machine-readable format and you have the right to transmit those data to another controller where the processing is based on your consent or on a contract and is carried out by automated means. You have also the right to have your personal data transmitted directly from us to another controller where technically feasible; - The right to lodge a complaint with a supervisory authority if you have reasons to think that your rights on your personal data are infringed by DAC. Note that we may ask you additional information necessary to confirm your identity to exercise your rights. ### Security We believe that the security of your Personal Information is important, and we are taking technical and organisational security measures to ensure their protection. In the unlikely event that your Personal Information, in our possession, is or is likely have been compromised, we may seek to notify you. If a notification is appropriate or required by law, we would endeavour to do so as promptly as possible, and, to the extent we have your e-mail address, we may notify you by e-mail. By using this Site, you consent to our use of e-mail as a means of such notification. ### Changes to this Policy This Policy may change. You should check our careers page frequently to view recent changes. If you choose to visit the Site, your visit and any dispute over privacy is subject to this Policy. Any changes will be posted on the Site and the date at the bottom of the page will be amended to reflect when the Policy was last revised. Questions and enquiries related to this policy should be directed to our Data Protection Officer at [email removed] --- https://www.dacgroup.com/privacy-policy.md --- title: "Privacy Policy" date: 2024-09-27 published: 2024-08-30 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/privacy-policy.md" fr-ca: "https://www.dacgroup.com/fr-ca/politique-de-confidentialite.md" de: "https://www.dacgroup.com/de/datenschutzbestimmungen.md" en-gb: "https://www.dacgroup.com/en-gb/privacy-policy.md" fr: "https://www.dacgroup.com/fr/politique-de-confidentialite.md" es: "https://www.dacgroup.com/es/politica-de-privacidad.md" --- # Privacy Policy [DAC](https://www.dacgroup.com//) Privacy Policy **Updated on: June 1, 2023** **We may update this Privacy Notice if necessary to reflect changes in our privacy policies and practices or to comply with applicable laws. Please check it regularly.** DAC is a leading international performance marketing agency. As such, it processes personal information to operate its website, to recruit candidates and to provide its services to its clients. In each context, DAC applies every safeguard necessary to protect that personal information. This Policy tells you how. “Personal information” means information that relates to an identifiable individual, directly or indirectly. This Policy provides you with information regarding: I. DAC Group (“DAC”) management and protection of personal information, 1. Collected from website visits, directly from you, for the purposes of operating and improving the website; 2. Collected directly from you or third parties with your consent in the course of recruitment; 3. Processed and analyzed on behalf of DAC’s clients as transferred by our clients. II. The process to exercise individual privacy rights regarding one’s personal information held by DAC in relation to: 1. Individual access, 2. Rectification, 3. Opt-out, restriction or objection, 4. Deletion, 5. Portability and 6. Questions or concerns. ## **I. DAC PROTECTION AND MANAGEMENT OF PERSONAL INFORMATION** ### **1. What we collect through our website** This website, as most websites, uses cookies, meaning technologies stored on the user’s computer during the site visit in order to remember certain technical information, including IP address, device information, geo-location information, computer and network performance data and navigation history. They help us make your experience more efficient by providing information about your visit and by facilitating your return to the website. We use permanent, persistent cookies, to analyze website usage and for language preferences and temporary, or session cookies, to improve website performance and to determine web trends. Session cookies are deleted once you close your internet browser. Persistent cookies stay on your browser for a longer period to remember your preferences when you revisit our website. We use both first and third party cookies. First party cookies are the ones we serve on the website. Third party cookies are served by another domain that ours. Some cookies are strictly necessary, while others are optional: - Strictly necessary cookies: These cookies are required for the operation of our website and use of its features. They cannot be disabled. - Optional cookies: These cookies are used to remember the choices you have made, for example the country you visit our website from, your language and any changes you have made on the web pages to customise your experience and facilitate your visits. They include analytical cookies that collect information on how visitors use our website to improve its access and functions. Optional cookies can be disabled but the services they support may not function properly. **To disable cookies,** go to your browser and follow the instructions. If we change anything important about our use of cookies, we will notify you through a pop-up on the website. ### 2. **What we collect through a recruitment process** When you apply for a position at DAC, we will ask you to provide the information necessary to assess your application. With proper notification, we may collect publicly available information about you through internet searches to perform due diligence on candidates, strictly in relation to data relating to recruitment purposes. If you are hired, your application information will become part of your personnel file. If you are not hired, we will retain your application information for two months, to provide you an opportunity to inquire about the recruitment process, and then we will destroy it. If we believe your application may be relevant to another position in the future, we will seek your permission to retain your application information for a longer period of time. ### 3. **What we process on behalf of our clients through our services** DAC processes personal information that its clients have collected for the purposes of providing our digital marketing services. This information is analyzed and processed exclusively under the instructions of the client and in compliance with the privacy policies of that client. DAC uses this information to develop multi-platform and multi-channel directional marketing, display advertising and search marketing campaigns and strategies for its clients. DAC also uses this information for information analytics purposes to provide its clients with insights into their businesses and marketing campaigns and strategies. For more information on DAC services [click here](https://www.dacgroup.com/services/). ### 4. **Who we share information with** DAC does not sell personal information. DAC may transfer personal information to suppliers and sub-contractors it employs to deliver its services or to support its operations. In all cases, DAC, through contractual clauses, ensures the personal information remains secure and is used for no other purpose than to deliver the services. By law, organizations may be required to disclose personal information to government authorities upon demonstration of lawful authority or may be allowed to disclose personal information where it is reasonable for the purposes of investigating or preventing a breach of an agreement or a contravention of the law. Considering the minimal personal information DAC processes and the very low retention times, it is highly unlikely that DAC would be in that position. If we ever are, we will comply with applicable privacy laws. ### 5. **Where we store personal information** We stored personal information in Canada and in the United States. Personal information becomes subject to the laws of the country where it is stored. In all cases, we only transfer personal information across borders in accordance with applicable privacy law. ### 6. **How we protect personal information** DAC is committed to information security and protects personal information through integrated physical, technological and administrative safeguards. In particular, - **All information** is protected by security safeguards appropriate to the level of sensitivity of the information through (i) physical measures, such as secure areas; (ii) technical measures, such as encryption and secure servers; and (iii) organisational measures such as employee access privileges based on the need-to-know and employee security through vetting and supervision. - **All information** is retained only for as long as it is necessary for the purposes for which it was collected or transferred, in accordance with DAC Retention Schedule. - **In case of a breach** of personal information, DAC would implement its Incident and Breach Response Plan. This includes applying all necessary measures to mitigate the impact of the breach and, if required by applicable laws, as soon as feasible, notifying individuals if we collected the personal information directly, or notify the client if the personal information was processed on their behalf in the course of a service agreement. ## II. PROCESSES TO EXERCISE PRIVACY RIGHTS AT DAC You have rights about your personal information, free of charge and cannot be discriminated against for exercising them. All individual rights requests must be directed, in writing, to our Privacy Officer at [email removed]. We will respond within 30 days. If we need an extension, we will provide reasons. ### 1. Individual access You have the right to request access to the personal information we hold about you. If we cannot grant you access, for example, because we retain personal information for such short periods of time that we no longer have it, or because we are prohibited by law to grant your request because your personal information is embedded in the personal information of another person that we cannot disclose, we will provide reasons. ### 2. Rectification You can also request rectification of your personal information. If you information is inaccurate, we will correct it as soon as possible. ### 3. Opt out If you have provided us your personal information with consent, for example by accepting all cookies, you can always withdraw consent by changing your preferences on the cookies tools. The same applies to personal information you provide us through a job application. You can withdraw consent or require that your personal information not be used, or be subject to restricted use, if it is not necessary to the recruitment process. ### 4. Deletion If your personal information is no longer necessary for the purposes for which we collected it, you can request its deletion. As mentioned under “How we protect personal information”, we have retention schedules to delete information as soon as it is no longer necessary. However, if you consented to have your personal information retained for longer, for example, when we seek your consent to retain your job application beyond the recruitment process to consider you for other positions, you can withdraw that consent and ask for deletion of that information at any time. If the personal information is no longer needed, we will delete it as soon as possible. ### 5. Portability You can ask us to transfer the personal information you provided us to another organization. ### 6. Questions or concerns If we hold personal information about you, and you have concerns about our compliance with applicable privacy laws, or if you want to know more about our policies and practices to protect personal information, you may contact our Privacy Officer at [email removed]. We hope we can resolve any question or concern to your satisfaction. If it is not the case, however, you may lodge a complaint with the privacy or data protection authority competent where you reside. CONTACT Should you have any questions about this Privacy Policy please contact our Data Protection Officer at [email removed] ### GDPR Privacy Policy **Last Updated January 17, 2023** ### General: DAC Group (“DAC”) DAC is committed to respect the privacy rights of visitors and users of its website. This privacy policy (“Policy”) explains how we may collect, store and use personal data about you when you browse our careers page (the “Site”) and when you provide your personal data to us through the recruitment website. These terms will apply regardless of how the Site is accessed and will cover any technologies or devices (if applicable) by which we make the Site available to you. It provides you with details of the types of personal data that we may collect from you, how we use your personal data and the rights you have with respect to our use of your personal data when we are the data controllers. By continuing to use the Site, you are agreeing to the terms of this Policy. For the purposes of any applicable European laws relating to privacy and data protection including any applicable legislations implementing the General Data Protection Regulation (Regulation (EU) 2016/679 (the “Privacy Laws”), DAC Group (“We”) are the data controllers of the personal data (as defined in the Act) which we collect from you or which you provide to us through the Site. We guarantee to comply with the standards, procedures and requirements laid down in law to ensure that your personal data is kept secure and processed fairly and lawfully. ### What Information do we collect? You should be aware that this Site is being monitored and may capture information about your visit that will help us improve the quality of our service. When you apply for a job, request information, send a question or answer, send a resume or otherwise actively send us data through our Site, we collect and process such data which includes, but not limited to, the following: - “Personal Information”, which may comprise: your name, e-mail address, personal address, telephone number, gender, occupation, interests, a password, and any other data included in a submitted profile or resume; - Any other information which you provide when you report a problem through our Site ### Cookies A cookie is a small file placed on your computer when you visit a website. We use ‘cookies’ to keep track of your current session and to personalise your experience. Cookies also enable us to: - Estimate our audience size and usage pattern; and - Recognise your preferences such as language and region when you return to the Site. We do not use cookies to collect or store Personal Information. You may refuse to accept cookies by activating the setting on your browser which allows you to refuse the setting of cookies. However, if you select this setting you may be unable to access certain parts of the Site. Unless you have adjusted your browser setting so that it will refuse cookies, our system will issue cookies when you log on to the Site. For the settings of cookies, please refer to the ‘Help’ function within your computer. ### Application If you apply for a job, you agree that: - The Personal Information which you provide to us is true, accurate, and complete in all respects. - You agree not to impersonate any other person or entity or to use a false name or a name that you are not authorised to use. - You will keep your application information secure and not disclose it to any third party. ### How does DAC use the information collected? We will never sell any information about you to anyone. We use your Personal Information to carry out our obligations arising from any engagement entered you may have with us and for the specific purpose for which it was volunteered. We will use your Personal Information and any information provided by you as a job applicant to: - Contact the individual concerned and providing information about our operations and employment; - Manage job applicant information including creation of records in the selection process; and - Any other uses as may be necessary to employment and recruitment activities. We will treat all your Personal Information as confidential and will not share your Personal Information with third parties. Given that the Internet is a global environment, using it to collect and process personal data necessarily involves the transmission of data on an international basis. The data that we collect from you may be transferred to, and stored at, a destination outside the European Economic Area (“EEA”), although the data will always be held securely and in line with the requirements of the relevant data protection laws. It may also be processed by staff operating outside the EEA who works for us. Such staff may be engaged in, amongst other things, the provision of support services. By submitting your personal data, you agree to this transfer, storing or processing. We will take all steps reasonably necessary to ensure that your data is treated securely and in accordance with this privacy policy. ### How long do we keep your personal data? We will keep your personal data for as long as we need it to achieve the purpose for which it has been collected or to meet our legal obligations. - We keep the data relating to a job application until you request us to delete it or after one year starting from the fulfilment of the position or the end of the recruitment process. - When you send us a request regarding our brand, your data will be kept for the time necessary to handle such a request. - Personal data within cookies set on your terminal will be kept for as long as we need it to achieve the purpose for which it has been collected (e.g. session identification cookies are just kept for the duration of the ongoing session), and, in any case, for a maximum duration of 13 months. We might keep some personal data for longer to comply with legal or regulatory obligations or to protect our legitimate interests. ### Your rights on your personal data You have the following rights at any time: - The right to request access to personal data that we hold about you; - The right to request from us rectification of any personal data that is inaccurate or incomplete; - The right to request erasure (‘right to be forgotten’) of personal data if these data are no longer necessary in relation to the purposes for which they were collected or otherwise processed or if you withdraw your consent (we might have to keep some personal data to meet legal requirements or legitimate interests though); - The right to obtain restriction of processing where one of the following applies: - If you have contested the accuracy of your personal data, processing shall be restricted for a period enabling us to verify such accuracy, - When processing is unlawful, and you oppose to the erasure of your personal data and request the restriction of their use instead, - If we no longer need the personal data for the purposes of the processing but they are required by you to establish, exercise or defend your legal claims, - When you have objected to processing based on legitimate interests, processing shall be restricted for a period enabling the verification whether our legitimate grounds override yours, - The right to object, on grounds relating to your situation, where processing of your personal data is based on our legitimate interests. You also have the right to object at any time to processing for direct marketing purposes (including profiling to the extent that it relates to such direct marketing); - The right to data portability, meaning you have the right to receive the personal data we hold about you in a structured, commonly used and machine-readable format and you have the right to transmit those data to another controller where the processing is based on your consent or on a contract and is carried out by automated means. You have also the right to have your personal data transmitted directly from us to another controller where technically feasible; - The right to lodge a complaint with a supervisory authority if you have reasons to think that your rights on your personal data are infringed by DAC. Note that we may ask you additional information necessary to confirm your identity to exercise your rights. ### Security We believe that the security of your Personal Information is important, and we are taking technical and organisational security measures to ensure their protection. In the unlikely event that your Personal Information, in our possession, is or is likely have been compromised, we may seek to notify you. If a notification is appropriate or required by law, we would endeavour to do so as promptly as possible, and, to the extent we have your e-mail address, we may notify you by e-mail. By using this Site, you consent to our use of e-mail as a means of such notification. ### Changes to this Policy This Policy may change. You should check our careers page frequently to view recent changes. If you choose to visit the Site, your visit and any dispute over privacy is subject to this Policy. Any changes will be posted on the Site and the date at the bottom of the page will be amended to reflect when the Policy was last revised. Questions and enquiries related to this policy should be directed to our Data Protection Officer at [email removed] --- https://www.dacgroup.com/contact/vancouver.md --- title: "Vancouver" date: 2026-09-24 published: 2024-08-30 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/contact/vancouver.md" fr-ca: "https://www.dacgroup.com/fr-ca/contactez-nous/vancouver.md" de: "https://www.dacgroup.com/de/kontakt/vancouver.md" en-gb: "https://www.dacgroup.com/en-gb/contact/vancouver.md" fr: "https://www.dacgroup.com/fr/contactez-nous/vancouver.md" es: "https://www.dacgroup.com/es/ponte-en-contacto-con/vancouver.md" --- # Vancouver [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Vancouver [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Vancouver ## 305 – 1505 West 2nd Avenue Vancouver, British Columbia V6H 3Y4 [Get directions →](https://maps.app.goo.gl/6PD9x6FiQTiGer4f6) [(604) 298-4544](tel:6042984544) [(800) 817-4322](tel:8008174322) ![Adam Luck](https://www.dacgroup.com/wp-content/uploads/2024/08/aluck.jpg)Adam Luck Managing Director, Canada DAC Vancouver represents a dynamic hub of creativity and innovation, situated in the heart of this vibrant city. With a stunning view of the skyline and mountains, our diverse team of marketing professionals specializes in data-driven solutions, digital marketing, and local search optimization. We foster a collaborative and inclusive culture, dedicated to delivering measurable results for our clients while actively engaging with the local community. At DAC, we’re committed to shaping the future of marketing together. [Contact Us ](https://www.dacgroup.com/contact/) ![Logos of Global Agency Awards, Summit International Awards, OMMA Awards, Search Engine Land Award Winner, European Search Awards, and Best Companies to Work for in New York 2022.](https://www.dacgroup.com/wp-content/uploads/2024/08/Logos-2-480x392.png) ### Reach for greater results Our unique value lies in our ability to seamlessly integrate enterprise-level strategies with local market execution, ensuring that your brand resonates at every level. From full-funnel media strategies to the complete integration of our teams and solutions, we offer a comprehensive approach that drives measurable outcomes. Our holistic methodology allows us to tailor our services to meet your specific business needs. [Learn More ](https://www.dacgroup.com/about-us/) ![](https://www.dacgroup.com/wp-content/uploads/2026/09/VAN-Sept-2026-480x640.png) ### The best and brightest minds in Vancouver At DAC, our team of experts is our greatest asset. We prioritize their growth, support, and fulfillment, ensuring they have the tools and inspiration to deliver the best for our clients and partners. By investing in our people, we cultivate a culture of excellence that empowers our team to push boundaries and achieve remarkable results. [Meet your DAC team ](https://www.dacgroup.com/about-us/our-team/) [Join our winning team](https://www.dacgroup.com/careers/) ## Let’s Drive Your Business Forward. [Let’s Talk ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/contact/rochester.md --- title: "Rochester" date: 2026-09-18 published: 2024-08-30 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/contact/rochester.md" fr-ca: "https://www.dacgroup.com/fr-ca/contactez-nous/rochester.md" de: "https://www.dacgroup.com/de/kontakt/rochester.md" en-gb: "https://www.dacgroup.com/en-gb/contact/rochester.md" fr: "https://www.dacgroup.com/fr/contactez-nous/rochester.md" es: "https://www.dacgroup.com/es/ponte-en-contacto-con/rochester.md" --- # Rochester [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Rochester [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Rochester ## 260 East Main Street, Suite 3800 Rochester, New York 14604 [Get directions →](https://maps.app.goo.gl/KbyhVwf3BTvxt4Ky5) [+1(585) 546-6480](tel:15855466480) [+1 (800)255-6217](tel:18002556217) ![Jared Hendrickson](https://www.dacgroup.com/wp-content/uploads/2024/08/jhendrickson.jpg)Jared Hendrickson Vice President/General Manager, New York Our DAC office is rooted in vibrant downtown Rochester, a key part of Western New York’s business community. For over 40 years here, we’ve built impactful advertising and marketing strategies, and executed through National and Local plans across media, search, creative messaging, and analytics to drive growth. [Contact Us ](https://www.dacgroup.com/contact/) ![Logos of Global Agency Awards, Summit International Awards, OMMA Awards, Search Engine Land Award Winner, European Search Awards, and Best Companies to Work for in New York 2022.](https://www.dacgroup.com/wp-content/uploads/2024/08/Logos-2-480x392.png) ### Reach for greater results Our unique value lies in our ability to seamlessly integrate enterprise-level strategies with local market execution, ensuring that your brand resonates at every level. From full-funnel media strategies to the complete integration of our teams and solutions, we offer a comprehensive approach that drives measurable outcomes. Our holistic methodology allows us to tailor our services to meet your specific business needs. [Learn More ](https://www.dacgroup.com/about-us/) ![](https://www.dacgroup.com/wp-content/uploads/2026/09/ROC-Sept-2026-480x640.png) ### The best and brightest minds in Rochester At DAC, our team of experts is our greatest asset. We prioritize their growth, support, and fulfillment, ensuring they have the tools and inspiration to deliver the best for our clients and partners. By investing in our people, we cultivate a culture of excellence that empowers our team to push boundaries and achieve remarkable results. [Meet your DAC team ](https://www.dacgroup.com/about-us/our-team/) [Join our winning team](https://www.dacgroup.com/careers/) ## Let’s Drive Your Business Forward. [Let’s Talk ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/contact/paris.md --- title: "Paris" date: 2026-10-01 published: 2024-08-30 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/contact/paris.md" fr-ca: "https://www.dacgroup.com/fr-ca/contactez-nous/paris.md" de: "https://www.dacgroup.com/de/kontakt/paris.md" en-gb: "https://www.dacgroup.com/en-gb/contact/paris.md" fr: "https://www.dacgroup.com/fr/contactez-nous/paris.md" es: "https://www.dacgroup.com/es/ponte-en-contacto-con/paris.md" --- # Paris [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Paris [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Paris ## 2, rue Jean Lantier 75001 Paris [Get directions →](https://maps.app.goo.gl/BH1GRZshSxvyd1RL6) [+33 (0)1 73 09 54 23](tel:330173095423) ![Cédric Bellenger](https://www.dacgroup.com/wp-content/uploads/2024/08/image.jpg)Cédric Bellenger VP, General Manager, France The DAC teams will guide you in the analysis, optimization and maximization of your digital performance. We welcome you online or in person in our offices located in the heart of Paris, to discuss your challenges and objectives. Our Paris office has been the headquarters for our France-based teams since 2017, working with brands and networks such as Norauto, Orange, Midas, IKKS, Aubade and Suez and relies on the expertise of more than 500 DAC group employees in North America and Europe. Our goal: to develop effective tactics and strategies for Paid Search, Paid Media, SEO, Analytics, Content, Presence and Review Management. See you soon! [Contact Us ](https://www.dacgroup.com/contact/) ![Logos of Global Agency Awards, Summit International Awards, OMMA Awards, Search Engine Land Award Winner, European Search Awards, and Best Companies to Work for in New York 2022.](https://www.dacgroup.com/wp-content/uploads/2024/08/Logos-2-480x392.png) ### Reach for greater results Our unique value lies in our ability to seamlessly integrate enterprise-level strategies with local market execution, ensuring that your brand resonates at every level. From full-funnel media strategies to the complete integration of our teams and solutions, we offer a comprehensive approach that drives measurable outcomes. Our holistic methodology allows us to tailor our services to meet your specific business needs. [Learn More ](https://www.dacgroup.com/about-us/) ![](https://www.dacgroup.com/wp-content/uploads/2026/10/PAR-Sept-2026-v2-480x640.png) ### The best and brightest minds in Paris At DAC, our team of experts is our greatest asset. We prioritize their growth, support, and fulfillment, ensuring they have the tools and inspiration to deliver the best for our clients and partners. By investing in our people, we cultivate a culture of excellence that empowers our team to push boundaries and achieve remarkable results. [Meet your DAC team ](https://www.dacgroup.com/about-us/our-team/) [Join our winning team](https://www.dacgroup.com/careers/) ## Let’s Drive Your Business Forward. [Let’s Talk ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/contact/new-york.md --- title: "New York" date: 2026-09-18 published: 2024-08-30 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/contact/new-york.md" fr-ca: "https://www.dacgroup.com/fr-ca/contactez-nous/new-york.md" de: "https://www.dacgroup.com/de/kontakt/new-york.md" en-gb: "https://www.dacgroup.com/en-gb/contact/new-york.md" fr: "https://www.dacgroup.com/fr/contactez-nous/new-york.md" es: "https://www.dacgroup.com/es/ponte-en-contacto-con/nueva-york.md" --- # New York [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in New York [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in New York ## 4 Manhattanville Road, Suite 203 Purchase, New York 10577 [Get directions →](https://maps.app.goo.gl/wfF7tHAPParceUpv5) [+1(914) 253-6577](tel:19142536577) [+1 (800)338-4165](tel:18003384165) ![Kiran Prashad](https://www.dacgroup.com/wp-content/uploads/2024/08/kprashad.jpg)Kiran Prashad Partner, Chief Operating Officer ![Jared Hendrickson](https://www.dacgroup.com/wp-content/uploads/2024/08/jhendrickson.jpg)Jared Hendrickson Vice President/General Manager, New York The New York office embodies DAC’s core values. We harness big-city energy into our core values as an agency and through all our Client programs to deliver transformational growth that exceeds client expectations. [Contact Us ](https://www.dacgroup.com/contact/) ![Logos of Global Agency Awards, Summit International Awards, OMMA Awards, Search Engine Land Award Winner, European Search Awards, and Best Companies to Work for in New York 2022.](https://www.dacgroup.com/wp-content/uploads/2024/08/Logos-2-480x392.png) ### Reach for greater results Our unique value lies in our ability to seamlessly integrate enterprise-level strategies with local market execution, ensuring that your brand resonates at every level. From full-funnel media strategies to the complete integration of our teams and solutions, we offer a comprehensive approach that drives measurable outcomes. Our holistic methodology allows us to tailor our services to meet your specific business needs. [Learn More ](https://www.dacgroup.com/about-us/) ![](https://www.dacgroup.com/wp-content/uploads/2026/09/NY-Sept-2026-480x640.png) ### The best and brightest minds in New York At DAC, our team of experts is our greatest asset. We prioritize their growth, support, and fulfillment, ensuring they have the tools and inspiration to deliver the best for our clients and partners. By investing in our people, we cultivate a culture of excellence that empowers our team to push boundaries and achieve remarkable results. [Meet your DAC team ](https://www.dacgroup.com/about-us/our-team/) [Join our winning team](https://www.dacgroup.com/careers/) ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Amplify your reach with media-forward campaigns. Engage your audiences with local-forward strategies. Make data-forward decisions for measurable results. Drive outcomes with a performance-forward mindset. Get ahead with AI-forward innovations. Elevate your appeal with brand-forward solutions. [Let’s move forward ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/contact/munich.md --- title: "Munich" date: 2026-09-18 published: 2024-08-30 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/contact/munich.md" fr-ca: "https://www.dacgroup.com/fr-ca/contactez-nous/munich.md" de: "https://www.dacgroup.com/de/kontakt/munchen.md" en-gb: "https://www.dacgroup.com/en-gb/contact/munich.md" fr: "https://www.dacgroup.com/fr/contactez-nous/munich.md" es: "https://www.dacgroup.com/es/ponte-en-contacto-con/munich.md" --- # Munich [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Munich [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Munich ## Landsberger Straße 155 80687 München [Get directions →](https://maps.app.goo.gl/wUQMXPVAQ2TTGbtC8) [+49 (0)89262093915](tel:49089262093915) ![Ben Moll](https://www.dacgroup.com/wp-content/uploads/2024/08/bmoll-1.jpg)Ben Moll Managing Director, Germany Our Munich office has been the headquarters for our Germany-based teams in account management, sales, SEO, and AdWords/SEM since 2017. With a shared commitment to delivering outstanding digital solutions, our teams collaborate to help clients build a strong online presence, achieve measurable growth, and optimize performance across all channels. From enhancing search engine visibility to developing strategies that capture market share at a hyperlocal level, our experts support clients at every step of their digital journey. [Contact Us ](https://www.dacgroup.com/contact/) ![Logos of Global Agency Awards, Summit International Awards, OMMA Awards, Search Engine Land Award Winner, European Search Awards, and Best Companies to Work for in New York 2022.](https://www.dacgroup.com/wp-content/uploads/2024/08/Logos-2-480x392.png) ### Reach for greater results Our unique value lies in our ability to seamlessly integrate enterprise-level strategies with local market execution, ensuring that your brand resonates at every level. From full-funnel media strategies to the complete integration of our teams and solutions, we offer a comprehensive approach that drives measurable outcomes. Our holistic methodology allows us to tailor our services to meet your specific business needs. [Learn More ](https://www.dacgroup.com/about-us/) ![](https://www.dacgroup.com/wp-content/uploads/2026/09/MUN-Sept-2026-480x640.png) ### The best and brightest minds in Munich At DAC, our team of experts is our greatest asset. We prioritize their growth, support, and fulfillment, ensuring they have the tools and inspiration to deliver the best for our clients and partners. By investing in our people, we cultivate a culture of excellence that empowers our team to push boundaries and achieve remarkable results. [Meet your DAC team ](https://www.dacgroup.com/about-us/our-team/) [Join our winning team](https://www.dacgroup.com/careers/) ## Let’s Drive Your Business Forward. [Let’s Talk ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/contact/montreal.md --- title: "Montréal" date: 2026-09-23 published: 2024-08-30 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/contact/montreal.md" fr-ca: "https://www.dacgroup.com/fr-ca/contactez-nous/montreal.md" de: "https://www.dacgroup.com/de/kontakt/montreal.md" en-gb: "https://www.dacgroup.com/en-gb/contact/montreal.md" fr: "https://www.dacgroup.com/fr/contactez-nous/montreal.md" es: "https://www.dacgroup.com/es/ponte-en-contacto-con/montreal.md" --- # Montréal [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Montreal [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Montreal ## 780 Brewster Ave, Suite 03-100 Montreal, Quebec H4C 2K1 [Get directions →](https://maps.app.goo.gl/HT9xAbCws6a8HSFA6) [+1(514) 935-2322](tel:15149352322) [+1(800)588-4322](tel:18005884322) ![Mylène Savoie](https://www.dacgroup.com/wp-content/uploads/2025/10/Mylene-Savoie.jpg)Mylène Savoie General Manager, Montreal Our Montreal office, deeply rooted in the vibrant and unique culture of Quebec, serves the entire Eastern Canada region. With a team of experts attuned to Quebec’s cultural diversity, we understand the importance of tailoring our services to local specificities while maintaining a global reach. Whether you are a local Francophone business or looking to expand your presence internationally, we meet your needs with flexibility and expertise. [Contact Us ](https://www.dacgroup.com/contact/) ![Logos of Global Agency Awards, Summit International Awards, OMMA Awards, Search Engine Land Award Winner, European Search Awards, and Best Companies to Work for in New York 2022.](https://www.dacgroup.com/wp-content/uploads/2024/08/Logos-2-480x392.png) ### Reach for greater results Our unique value lies in our ability to seamlessly integrate enterprise-level strategies with local market execution, ensuring that your brand resonates at every level. From full-funnel media strategies to the complete integration of our teams and solutions, we offer a comprehensive approach that drives measurable outcomes. Our holistic methodology allows us to tailor our services to meet your specific business needs. [Learn More ](https://www.dacgroup.com/about-us/) ![](https://www.dacgroup.com/wp-content/uploads/2026/09/MTL-Sept-2026-v2-480x640.png) ### The best and brightest minds in Montreal At DAC, our team of experts is our greatest asset. We prioritize their growth, support, and fulfillment, ensuring they have the tools and inspiration to deliver the best for our clients and partners. By investing in our people, we cultivate a culture of excellence that empowers our team to push boundaries and achieve remarkable results. [Meet your DAC team ](https://www.dacgroup.com/about-us/our-team/) [Join our winning team](https://www.dacgroup.com/careers/) ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Amplify your reach with media-forward campaigns. Engage your audiences with local-forward strategies. Make data-forward decisions for measurable results. Drive outcomes with a performance-forward mindset. Get ahead with AI-forward innovations. Elevate your appeal with brand-forward solutions. [Let’s move forward ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/contact/madrid.md --- title: "Madrid" date: 2026-04-17 published: 2024-08-30 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/contact/madrid.md" fr-ca: "https://www.dacgroup.com/fr-ca/contactez-nous/madrid.md" de: "https://www.dacgroup.com/de/kontakt/madrid.md" en-gb: "https://www.dacgroup.com/en-gb/contact/madrid.md" fr: "https://www.dacgroup.com/fr/contactez-nous/madrid.md" es: "https://www.dacgroup.com/es/ponte-en-contacto-con/madrid.md" --- # Madrid [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Madrid [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Madrid ## Calle María de Molina, nº 54 28006 Madrid [Get directions →](https://maps.app.goo.gl/k5g8sVtMjJKHD2g66) [+34 655965173](tel:34655965173) ![Xabier Novo](https://www.dacgroup.com/wp-content/uploads/2024/08/xnovo.jpg)Xabier Novo General Manager, Iberia From our office in the heart of Madrid, we offer comprehensive digital marketing services. Since 2021, our Madrid office has been the headquarters for our teams in Spain. Our team of experts collaborates with leading brands across various sectors on projects involving SEO, Local SEO, paid media, web development, business intelligence, content, and more. Our goal is to help brands connect with their audiences at every stage of the funnel. [Contact Us ](https://www.dacgroup.com/contact/) ![Logos of Global Agency Awards, Summit International Awards, OMMA Awards, Search Engine Land Award Winner, European Search Awards, and Best Companies to Work for in New York 2022.](https://www.dacgroup.com/wp-content/uploads/2024/08/Logos-2-480x392.png) ### Reach for greater results Our unique value lies in our ability to seamlessly integrate enterprise-level strategies with local market execution, ensuring that your brand resonates at every level. From full-funnel media strategies to the complete integration of our teams and solutions, we offer a comprehensive approach that drives measurable outcomes. Our holistic methodology allows us to tailor our services to meet your specific business needs. [Learn More ](https://www.dacgroup.com/about-us/) ![](https://www.dacgroup.com/wp-content/uploads/2026/04/Image-preview-480x640.png) ### The best and brightest minds in Madrid At DAC, our team of experts is our greatest asset. We prioritize their growth, support, and fulfillment, ensuring they have the tools and inspiration to deliver the best for our clients and partners. By investing in our people, we cultivate a culture of excellence that empowers our team to push boundaries and achieve remarkable results. [Meet your DAC team ](https://www.dacgroup.com/about-us/our-team/) [Join our winning team](https://www.dacgroup.com/careers/) ## Let’s Drive Your Business Forward. [Let’s Talk ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/contact/louisville.md --- title: "Louisville" date: 2026-09-18 published: 2024-08-30 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/contact/louisville.md" fr-ca: "https://www.dacgroup.com/fr-ca/contactez-nous/louisville.md" de: "https://www.dacgroup.com/de/kontakt/louisville.md" en-gb: "https://www.dacgroup.com/en-gb/contact/louisville.md" fr: "https://www.dacgroup.com/fr/contactez-nous/louisville.md" es: "https://www.dacgroup.com/es/ponte-en-contacto-con/louisville.md" --- # Louisville [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Louisville [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Louisville ## 325 West Main Street, Suite 1710 Louisville, Kentucky 40202 [Get directions →](https://maps.app.goo.gl/DJ8sG6TXrg1qKN5i6) [+1 (502) 582-3565](tel:15025823565) [+1 (800) 532-3565](tel:18005323565) ![Mike Corak](https://www.dacgroup.com/wp-content/uploads/2024/08/mcorak.jpg)Mike Corak President, Central and Southern Regions Louisville is our hotbed of digital expertise and southern hospitality. In fact, eight of the original brands that started with the agency in Louisville remain clients today. We are proud of these long-standing relationships and look forward to achieve new goals together over the coming years. [Contact Us ](https://www.dacgroup.com/contact/) ![Logos of Global Agency Awards, Summit International Awards, OMMA Awards, Search Engine Land Award Winner, European Search Awards, and Best Companies to Work for in New York 2022.](https://www.dacgroup.com/wp-content/uploads/2024/08/Logos-2-480x392.png) ### Reach for greater results Our unique value lies in our ability to seamlessly integrate enterprise-level strategies with local market execution, ensuring that your brand resonates at every level. From full-funnel media strategies to the complete integration of our teams and solutions, we offer a comprehensive approach that drives measurable outcomes. Our holistic methodology allows us to tailor our services to meet your specific business needs. [Learn More ](https://www.dacgroup.com/about-us/) ![](https://www.dacgroup.com/wp-content/uploads/2026/09/LOU-Sept-2026-1-480x640.png) ### The best and brightest minds in Louisville At DAC, our team of experts is our greatest asset. We prioritize their growth, support, and fulfillment, ensuring they have the tools and inspiration to deliver the best for our clients and partners. By investing in our people, we cultivate a culture of excellence that empowers our team to push boundaries and achieve remarkable results. [Meet your DAC team ](https://www.dacgroup.com/about-us/our-team/) [Join our winning team](https://www.dacgroup.com/careers/) ## Let’s Drive Your Business Forward. [Let’s Talk ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/contact/los-angeles.md --- title: "Los Angeles" date: 2026-10-01 published: 2024-08-30 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/contact/los-angeles.md" fr-ca: "https://www.dacgroup.com/fr-ca/contactez-nous/los-angeles.md" de: "https://www.dacgroup.com/de/kontakt/los-angeles.md" en-gb: "https://www.dacgroup.com/en-gb/contact/los-angeles.md" fr: "https://www.dacgroup.com/fr/contactez-nous/los-angeles.md" es: "https://www.dacgroup.com/es/ponte-en-contacto-con/los-angeles.md" --- # Los Angeles [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Los Angeles [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Los Angeles ## 312 Arizona Ave, Suite #350 Santa Monica, CA 90401 [Get directions →](https://maps.app.goo.gl/gaLG8DzYPab88UhU9) [(866) 941-2045](tel:8669412045) ![Kiran Prashad](https://www.dacgroup.com/wp-content/uploads/2024/08/kprashad.jpg)Kiran Prashad Partner, Chief Operating Officer Our Los Angeles office marks a thrilling new chapter in DAC’s journey! Nestled in the heart of the Entertainment Capital, we’re dedicated to surpassing expectations. Offering expertise in Strategy, Creative, Media, Accounts, Dev, Analytics, our goal is to make a significant mark on the West Coast. We’re fully equipped to elevate your brand to unparalleled heights. [Contact Us ](https://www.dacgroup.com/contact/) ![Logos of Global Agency Awards, Summit International Awards, OMMA Awards, Search Engine Land Award Winner, European Search Awards, and Best Companies to Work for in New York 2022.](https://www.dacgroup.com/wp-content/uploads/2024/08/Logos-2-480x392.png) ### Reach for greater results Our unique value lies in our ability to seamlessly integrate enterprise-level strategies with local market execution, ensuring that your brand resonates at every level. From full-funnel media strategies to the complete integration of our teams and solutions, we offer a comprehensive approach that drives measurable outcomes. Our holistic methodology allows us to tailor our services to meet your specific business needs. [Learn More ](https://www.dacgroup.com/about-us/) ![](https://www.dacgroup.com/wp-content/uploads/2026/10/LA-Sept-2026-v2-480x640.png) ### The best and brightest minds in Los Angeles At DAC, our team of experts is our greatest asset. We prioritize their growth, support, and fulfillment, ensuring they have the tools and inspiration to deliver the best for our clients and partners. By investing in our people, we cultivate a culture of excellence that empowers our team to push boundaries and achieve remarkable results. [Meet your DAC team ](https://www.dacgroup.com/about-us/our-team/) [Join our winning team](https://www.dacgroup.com/careers/) ## Let’s Drive Your Business Forward. [Let’s Talk ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/contact/london.md --- title: "London" date: 2025-08-25 published: 2024-08-30 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/contact/london.md" fr-ca: "https://www.dacgroup.com/fr-ca/contactez-nous/londres.md" de: "https://www.dacgroup.com/de/kontakt/london.md" en-gb: "https://www.dacgroup.com/en-gb/contact/london.md" fr: "https://www.dacgroup.com/fr/contactez-nous/londres.md" es: "https://www.dacgroup.com/es/ponte-en-contacto-con/londres.md" --- # London [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in London [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in London ## 1 Berry Street, Clerkenwell London, EC1V 0AA [Get directions →](https://maps.app.goo.gl/eo1jNxDbcaTX5a1SA) [+44 2038664210](tel:442038664210) ![Mike Fantis](https://www.dacgroup.com/wp-content/uploads/2024/08/Mike-Fantis-v3.jpg)Mike Fantis Vice President, Managing Partner, UK ![Luke Regan](https://www.dacgroup.com/wp-content/uploads/2024/08/Luke-Regan-v3.jpg)Luke Regan Vice President, Managing Partner, UK The Best Team in Performance Marketing (2024) lives here, at DAC London! Situated in one of the world’s most diverse and trendsetting cities, DAC’s London office is a dynamic hub where creative and data-driven planning meet. Since 2008, our London office has been the headquarters for our UK teams. As an international full-funnel media agency, we help brands connect with their audiences across channels in the most effective way possible. Whether we are tapping into consumer insights, expertly planning content, driving awareness, or relentlessly optimizing performance, DAC ensures that our clients’ campaigns drive measurable results in the UK and across the globe. [Contact Us ](https://www.dacgroup.com/contact/) ![Logos of Global Agency Awards, Summit International Awards, OMMA Awards, Search Engine Land Award Winner, European Search Awards, and Best Companies to Work for in New York 2022.](https://www.dacgroup.com/wp-content/uploads/2024/08/Logos-2-480x392.png) ### Reach for greater results Our unique value lies in our ability to seamlessly integrate enterprise-level strategies with local market execution, ensuring that your brand resonates at every level. From full-funnel media strategies to the complete integration of our teams and solutions, we offer a comprehensive approach that drives measurable outcomes. Our holistic methodology allows us to tailor our services to meet your specific business needs. [Learn More ](https://www.dacgroup.com/about-us/) ![A collage of four individuals, each smiling at the camera, set against neutral backgrounds.](https://www.dacgroup.com/wp-content/uploads/2025/01/LDN-480x640.png) ### The best and brightest minds in London At DAC, our team of experts is our greatest asset. We prioritize their growth, support, and fulfillment, ensuring they have the tools and inspiration to deliver the best for our clients and partners. By investing in our people, we cultivate a culture of excellence that empowers our team to push boundaries and achieve remarkable results. [Meet your DAC team ](https://www.dacgroup.com/about-us/our-team/) [Join our winning team](https://www.dacgroup.com/careers/) ## Let’s Drive Your Business Forward. [Let’s Talk ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/contact/chicago.md --- title: "Chicago" date: 2026-09-18 published: 2024-08-30 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/contact/chicago.md" fr-ca: "https://www.dacgroup.com/fr-ca/contactez-nous/chicago.md" de: "https://www.dacgroup.com/de/kontakt/chicago.md" en-gb: "https://www.dacgroup.com/en-gb/contact/chicago.md" fr: "https://www.dacgroup.com/fr/contactez-nous/chicago.md" es: "https://www.dacgroup.com/es/ponte-en-contacto-con/chicago.md" --- # Chicago [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Chicago [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Chicago ## 444 N Michigan Ave., Suite 1400 Chicago, Illinois 60611 [Get directions →](https://maps.app.goo.gl/u5QtDwjzDt1euxLv9) [+1(312) 846-5902](tel:13128465902) [](tel:) ![Mike Corak](https://www.dacgroup.com/wp-content/uploads/2024/08/mcorak.jpg)Mike Corak President, Central and Southern Regions Located on the prestigious Magnificent Mile, our Chicago office plays a crucial role in our ongoing expansion efforts. The team at DAC’s Chicago office actively contributes to the city’s status as a powerhouse of commerce by leveraging its exceptional talent pool. [Contact Us ](https://www.dacgroup.com/contact/) ![Logos of Global Agency Awards, Summit International Awards, OMMA Awards, Search Engine Land Award Winner, European Search Awards, and Best Companies to Work for in New York 2022.](https://www.dacgroup.com/wp-content/uploads/2024/08/Logos-2-480x392.png) ### Reach for greater results Our unique value lies in our ability to seamlessly integrate enterprise-level strategies with local market execution, ensuring that your brand resonates at every level. From full-funnel media strategies to the complete integration of our teams and solutions, we offer a comprehensive approach that drives measurable outcomes. Our holistic methodology allows us to tailor our services to meet your specific business needs. [Learn More ](https://www.dacgroup.com/about-us/) ![](https://www.dacgroup.com/wp-content/uploads/2026/09/CHI-Sept-2026-480x640.png) ### The best and brightest minds in Chicago At DAC, our team of experts is our greatest asset. We prioritize their growth, support, and fulfillment, ensuring they have the tools and inspiration to deliver the best for our clients and partners. By investing in our people, we cultivate a culture of excellence that empowers our team to push boundaries and achieve remarkable results. [Meet your DAC team ](https://www.dacgroup.com/about-us/our-team/) [Join our winning team](https://www.dacgroup.com/careers/) ## Let’s Drive Your Business Forward. [Let’s Talk ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/about-us/diversity-equity-inclusion.md --- title: "DEI" date: 2025-10-23 published: 2024-08-30 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/about-us/diversity-equity-inclusion.md" fr-ca: "https://www.dacgroup.com/fr-ca/a-propos-de-nous/diversite-equite-inclusion.md" de: "https://www.dacgroup.com/de/uber-uns/dei.md" en-gb: "https://www.dacgroup.com/en-gb/about-us/diversity-equity-inclusion.md" fr: "https://www.dacgroup.com/fr/a-propos-de-nous/diversite-equite-inclusion.md" es: "https://www.dacgroup.com/es/sobre-nosotros/dei.md" --- # DEI [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Inclusive teams, exceptional results We celebrate unique perspectives, and our commitment to diversity, equity, and inclusion (DEI) ensures that every voice is valued as we strive to deliver exceptional results. [Let’s Talk ](https://www.dacgroup.com/contact/) [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Inclusive teams, exceptional results We celebrate unique perspectives, and our commitment to diversity, equity, and inclusion (DEI) ensures that every voice is valued as we strive to deliver exceptional results. [Let’s Talk ](https://www.dacgroup.com/contact/) ## Our commitment to DEI We believe that everyone deserves fair treatment and the opportunity to advance their careers. Our DEI mandates are continuously evolving to foster a safe, inclusive environment where all staff can share their experiences and ideas, driving collaboration in everything we do. ### DAC at a glance of our employees are BIPOC (Black, Indigenous, and People of Color) of our employees are women of management positions are held by women of employees identify as LGBTQ2+ of employees identify as Veterans ## Our ongoing DEI initiatives ![A group of people joining hands in a circle.](https://www.dacgroup.com/wp-content/uploads/2024/08/dei-committee-480x376.jpg) ### DEI Committee Our DEI Committee advocates for equity, holds the organization accountable, and drives initiatives that support a vibrant, diverse, and sustainable workplace where everyone feels they belong. ### Mandatory DEI training Every new DAC Group employee participates in mandatory DEI training, which is designed to promote understanding and ensure that all team members feel empowered to bring their full selves to work. ![A group of people sitting on stage, with one person holding a microphone speaking.](https://www.dacgroup.com/wp-content/uploads/2024/08/mandatory-dei-training-480x376.jpg) ![A woman with long brown hair wearing a bright pink jacket, standing in an office environment.](https://www.dacgroup.com/wp-content/uploads/2024/08/the-mom-project-480x376.jpg) ### The Mom Project DAC Group is proud to partner with The Mom Project and recognize that mothers are essential contributors to our success. By supporting moms in the workplace, we enhance overall employee well-being. ![](https://www.dacgroup.com/wp-content/uploads/2024/08/mom-project-300x48.png) ## Employee stories in their own words I get to work with teams every day who are passionate about what they do and go the extra mile because they care. Dedication like that keeps me motivated to deliver great work for our clients. ![Lopa M.](https://www.dacgroup.com/wp-content/uploads/2024/08/lopa-m.png)#### Lopa M. Resource Manager It’s a privilege to work on a team with some of the most intelligent, motivated, data-driven marketers in the industry. There is no problem too big or too urgent that can’t be overcome at the highest quality, and that is truly remarkable to be a part of. ![August W.](https://www.dacgroup.com/wp-content/uploads/2024/08/august-w.png)#### August W. Associate Director, Digital Media DAC has given me the opportunity to grow as an individual and a team member. I appreciate all the learning and mentor ship I’ve received, and every day is a new challenge! ![Christine A.](https://www.dacgroup.com/wp-content/uploads/2024/08/christine-a.png)#### Christine A. Senior Account Manager ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Move your career forward with DAC Group. Step forward into your new career with DAC Group. Move forward and reach your potential with DAC Group. [See Job Openings ](https://www.dacgroup.com/careers/) --- https://www.dacgroup.com/about-us/press-and-awards.md --- title: "DAC Accolades: Excellence in Digital Marketing" date: 2025-08-01 published: 2024-08-28 author: "Mariano Labollita" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/09/hero-d-press-awards.png" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/about-us/press-and-awards.md" fr-ca: "https://www.dacgroup.com/fr-ca/a-propos-de-nous/presse-et-recompenses.md" de: "https://www.dacgroup.com/de/uber-uns/presse-und-auszeichnungen.md" en-gb: "https://www.dacgroup.com/en-gb/about-us/press-and-awards.md" fr: "https://www.dacgroup.com/fr/a-propos-de-nous/presse-et-prix.md" es: "https://www.dacgroup.com/es/sobre-nosotros/prensa-y-premios.md" --- # DAC Accolades: Excellence in Digital Marketing [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Accolades at both agency and client level We deliver measurable results and powerful outcomes for our clients, earning industry recognition along the way. From prestigious awards to acknowledgement from thought-leaders, we’re proud to stand out. [Work with us ](https://www.dacgroup.com/contact/) [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Accolades at both agency and client level We deliver measurable results and powerful outcomes for our clients, earning industry recognition along the way. From prestigious awards to acknowledgement from thought-leaders, we’re proud to stand out. [Work with us ](https://www.dacgroup.com/contact/) ## Agency awards and industry recognition ## Making a splash in the news ![]() ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Amplify your reach with media-forward campaigns. Engage your audiences with local-forward strategies. Make data-forward decisions for measurable results. Drive outcomes with a performance-forward mindset. Get ahead with AI-forward innovations. Elevate your appeal with brand-forward solutions. [Get in Touch ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/discover.md --- title: "Discover" date: 2025-04-28 published: 2024-08-28 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/discover.md" fr-ca: "https://www.dacgroup.com/fr-ca/decouvrir.md" de: "https://www.dacgroup.com/de/discover.md" en-gb: "https://www.dacgroup.com/en-gb/discover.md" fr: "https://www.dacgroup.com/fr/decouvrir.md" es: "https://www.dacgroup.com/es/descubrir.md" --- # Discover [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # DAC’s media and marketing insights [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # DAC’s media and marketing insights ## The knowledge you need to move forward Whether you’re looking for in-depth research, local search news, or the hottest takes on digital’s latest developments, we’re here to keep you ahead of the curve. Our Insights ## Blog ## White Papers ## Deep Dive Series ## Events ## Webinars ## AI Hub ## Local Search News ## Podcast ## Blog Discover the latest perspectives and actionable insights in the ever-evolving world of media and marketing—from quick tips to deep dives into the most significant emerging trends in digital. [Read more ](https://www.dacgroup.com/blog/) ![Woman's face with digital binary code and floating images overlaying half of it.](https://www.dacgroup.com/wp-content/uploads/2024/08/blog-480x376.jpg) ![A person examining digital information displayed on a translucent, interactive screen.](https://www.dacgroup.com/wp-content/uploads/2024/08/research-and-white-papers-480x376.jpg) ## White Papers Navigate your next challenge and capitalize on emerging opportunities with detailed research and white papers that offer fresh insights and strategic analysis on the media and marketing landscape. [Start exploring ](https://www.dacgroup.com/discover/white-papers/) ## Deep Dive Series Join DAC’s subject matter experts as they explore digital’s latest trends and innovations in depth and detail, revealing cutting-edge strategies and insightful analyses to keep you one step ahead. [View series ](https://www.dacgroup.com/insights/series/) ![A person interacting with a digital video interface, pressing a play button on a screen with video controls visible.](https://www.dacgroup.com/wp-content/uploads/2025/04/e5e6ec33-4bea-4a2e-9f28-7fbb64dade22-480x320.jpg) ![A man in a suit speaking on stage with a microphone against a blue background.](https://www.dacgroup.com/wp-content/uploads/2024/08/events-480x376.jpg) ## Events Find out when and where DAC is hosting, speaking, and sharing our expertise. We love to connect with peers, exchange insights, and stay active in the fast-paced world of media and marketing. [View events ](https://www.dacgroup.com/insights/events/) ## Webinars Stay ahead of the curve with expert-led discussions on the latest trends, strategies, and innovations in digital marketing. Our on-demand and live webinars dive deep into topics that matter—SEO, paid media, data analytics, and more. Whether you’re looking to level up your knowledge or gain fresh insights, there’s something for every marketer. [View webinars ](https://www.dacgroup.com/insights/webinars/) ![A person in a blue shirt participates in a virtual meeting, sitting at a desk with a laptop displaying charts and a video call on a monitor.](https://www.dacgroup.com/wp-content/uploads/2025/04/webinars-480x320.jpg) ![A person holding a virtual representation of an AI chip with colorful data streams and digital icons surrounding it.](https://www.dacgroup.com/wp-content/uploads/2024/08/ai-hub-480x376.jpg) ## AI Hub AI is changing everything, but you don’t have to just watch it happen from the sidelines. Explore insights from our experts and learn how AI can drive performance for your business. [Visit the AI Hub ](https://www.dacgroup.com/ai-hub/) ## Local Search News Stay on top of local search news—and top of mind for local audiences—with the latest updates that directly impact your business listings on Google Business Profile, Apple Maps, and beyond. [Read more ](https://www.dacgroup.com/local-search-news/) ![A person using a smartphone with a digital navigation path and geolocation pins overlay.](https://www.dacgroup.com/wp-content/uploads/2024/08/local-search-news-480x376.jpg) ![Three people sitting at a table with microphones, engaged in conversation, one with a laptop in front.](https://www.dacgroup.com/wp-content/uploads/2024/08/podcast-480x376.jpg) ## Podcast Step into the world of marketing leadership with our podcast, Inside the Funnel, where industry experts share their insights and experiences with DAC’s Dan Temby, Jenna Watson, and Nasser Sahlool. [Listen now ](https://www.dacgroup.com/podcast/) ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Amplify your reach with media-forward campaigns. Engage your audiences with local-forward strategies. Make data-forward decisions for measurable results. Drive outcomes with a performance-forward mindset. Get ahead with AI-forward innovations. Elevate your appeal with brand-forward solutions. [Let’s move forward ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/our-work/case-studies.md --- title: "Case Studies" date: 2025-10-23 published: 2024-08-28 author: "Mariano Labollita" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/our-work/case-studies.md" fr-ca: "https://www.dacgroup.com/fr-ca/notre-travail/etudes-de-cas.md" de: "https://www.dacgroup.com/de/unsere-arbeit/fallstudien.md" en-gb: "https://www.dacgroup.com/en-gb/our-work/case-studies.md" fr: "https://www.dacgroup.com/fr/notre-travail/etudes-de-cas.md" es: "https://www.dacgroup.com/es/nuestro-trabajo/case-studies.md" --- # Case Studies [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Our success stories From full-funnel, **Enterprise-to-Local** strategies to highly targeted campaigns, dive into DAC Group’s case studies and see how we drive powerful outcomes for our clients. [Let’s Succeed Together ](https://www.dacgroup.com/contact/) [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Our success stories From full-funnel, **Enterprise-to-Local** strategies to highly targeted campaigns, dive into DAC Group’s case studies and see how we drive powerful outcomes for our clients. [Let’s Succeed Together ](https://www.dacgroup.com/contact/) ## Results you can believe in - Filter by service : - All Services - - Search Optimization - - Local Search - - Strategy - - Proove Analytics - - Paid Media - Filter by service : All Services Search Optimization Local Search Strategy Proove Analytics Paid Media ![Scaling from search-led performance to full-funnel growth](https://www.dacgroup.com/wp-content/uploads/2026/07/Carfax-Blog-Image.jpg) CARFAX [Scaling from search-led performance to full-funnel growth](https://www.dacgroup.com/our-work/case-studies/carfax-canada-full-funnel-media-growth/)- Paid Media [LEARN MORE](https://www.dacgroup.com/our-work/case-studies/carfax-canada-full-funnel-media-growth/) ![Bringing Clients Back into the Stores](https://www.dacgroup.com/wp-content/uploads/2025/07/the-fresh-market-hero-thumb-1.jpg) The Fresh Market [Bringing Clients Back into the Stores](https://www.dacgroup.com/our-work/case-studies/the-fresh-market/)- Local Search [LEARN MORE](https://www.dacgroup.com/our-work/case-studies/the-fresh-market/) ![Boosting reviews and ratings](https://www.dacgroup.com/wp-content/uploads/2025/07/electronics-thumb-1.jpg) Consumer electronics [Boosting reviews and ratings](https://www.dacgroup.com/our-work/case-studies/consumer-electronics/)- Search Optimization [LEARN MORE](https://www.dacgroup.com/our-work/case-studies/consumer-electronics/) ![Reclaiming map visibility post‑pandemic](https://www.dacgroup.com/wp-content/uploads/2025/07/mty-thumb-1.jpg) MTY Group [Reclaiming map visibility post‑pandemic](https://www.dacgroup.com/our-work/case-studies/mty-group/)- Local Search [LEARN MORE](https://www.dacgroup.com/our-work/case-studies/mty-group/) ![Maximizing ROAS on tight budgets](https://www.dacgroup.com/wp-content/uploads/2025/07/Simons-Case-Study-Banner-Mobile-1.jpg) La Maison Simons [Maximizing ROAS on tight budgets](https://www.dacgroup.com/our-work/case-studies/la-maison-simons/)- Proove Analytics [LEARN MORE](https://www.dacgroup.com/our-work/case-studies/la-maison-simons/) ![Hyper-local micro‑influencers drive tool adoption](https://www.dacgroup.com/wp-content/uploads/2025/07/ATB-thumb-2.jpg) Community bank [Hyper-local micro‑influencers drive tool adoption](https://www.dacgroup.com/our-work/case-studies/community-bank/)- Strategy [LEARN MORE](https://www.dacgroup.com/our-work/case-studies/community-bank/) ![Targeting UHNW leads via digital omnichannel](https://www.dacgroup.com/wp-content/uploads/2025/07/netjets-thumbnail-2.jpg) NetJets [Targeting UHNW leads via digital omnichannel](https://www.dacgroup.com/our-work/case-studies/netjets/)- Strategy [LEARN MORE](https://www.dacgroup.com/our-work/case-studies/netjets/) ![Acquiring customers via social and local media](https://www.dacgroup.com/wp-content/uploads/2025/07/oak-fort-thumbnail-2.jpg) OAK + FORT [Acquiring customers via social and local media](https://www.dacgroup.com/our-work/case-studies/oak-fort/)- Paid Media [LEARN MORE](https://www.dacgroup.com/our-work/case-studies/oak-fort/) ![Decreasing conversion costs via geo‑targeted PPC](https://www.dacgroup.com/wp-content/uploads/2025/07/img-CaseStudy-Thumbail-Econofitness-2.jpg) Éconofitness [Decreasing conversion costs via geo‑targeted PPC](https://www.dacgroup.com/our-work/case-studies/econofitness/)- Paid Media [LEARN MORE](https://www.dacgroup.com/our-work/case-studies/econofitness/) ![]() Fresh market Bringing Clients Back into the Stores LEARN MORE Loading… Load more case Studies ## And performance that makes our clients **stand out** Delivering outstanding outcomes for our clients is our top priority, but industry recognition for their successes is always welcome. ![A stylized poster for the James Bond film "From Russia with Love," featuring a drawing of a suited man holding a gun, with smaller images of women in the background and Cyrillic text.](https://www.dacgroup.com/wp-content/uploads/2025/07/b960d0b63dd2b6383b2e4e6bf6353df121322bef-480x282.png) ### Shortlisted Best PPC Campaign ![A plain white background.](https://www.dacgroup.com/wp-content/uploads/2025/07/e37e9df8790a5fb41862e0a4e62d007c2dc1d80d-480x135.png) ### Winner Summit Marketing Effectiveness Award ![A red rose with green stem and leaves on a white background.](https://www.dacgroup.com/wp-content/uploads/2025/07/93b9ac3a2c281357d3417f94978471973f6d4351-480x193.png) ### Winner Search Marketing: SEO Campaign ![White silhouette of a runner on a black background.](https://www.dacgroup.com/wp-content/uploads/2025/07/155e810044057485e30669cf129c1f77983bd280.png) ### Finalist Best Use of Search and Best Local Campaign ![A white, empty rectangle with some faded or barely visible elements.](https://www.dacgroup.com/wp-content/uploads/2025/07/6c76c4cbacbf02d6fd16e5e72659a393dea3f6f1-480x190.png) ### Award won Service Category [View More Awards ](https://www.dacgroup.com/about-us/press-and-awards/) ## Could you be our next success story? Let’s start our journey together. [Get in Touch ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/our-work/our-approach.md --- title: "Our Approach" date: 2026-06-30 published: 2024-08-27 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/our-work/our-approach.md" fr-ca: "https://www.dacgroup.com/fr-ca/notre-travail/notre-approche.md" de: "https://www.dacgroup.com/de/unsere-arbeit/unser-ansatz.md" en-gb: "https://www.dacgroup.com/en-gb/our-work/our-approach.md" fr: "https://www.dacgroup.com/fr/notre-travail/notre-approche.md" es: "https://www.dacgroup.com/es/nuestro-trabajo/nuestro-enfoque.md" --- # Our Approach [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Our exceptional Enterprise-to-Local approach [Let’s Talk ](https://www.dacgroup.com/contact/) [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Our exceptional Enterprise-to-Local approach [Let’s Talk ](https://www.dacgroup.com/contact/) ## Connecting global brands to local markets We align top-down brand marketing with a local-up approach to audience targeting and market penetration. This unique blend of brand and local drives powerful full-funnel outcomes—and we’ve spent 50+ years perfecting it. ## Driving powerful outcomesthrough full-funnel media ![People in a meeting room with laptops, sitting in front of a whiteboard covered in colorful sticky notes.](https://www.dacgroup.com/wp-content/uploads/2024/08/data-and-research-at-scale-480x376.jpg) ### Data and research at scale Enabled by AI-powered proprietary platforms like IRIS and shaped by [Proove ](https://proove.dacgroup.com/)(DAC’s analytics practice), research is the rocket fuel for our media strategies. It allows us to meet and exceed goals by seeing what others don’t: unique data and insights that drive smarter decisions from the brand level to local moments. [Digital Media ](https://www.dacgroup.com/services/paid-media/digital-media/) [Traditional & Offline Media ](https://www.dacgroup.com/services/paid-media/traditional-media/) ### Media planning and curated creative Brand-level media can struggle to resonate with local audiences—and if you localize your efforts, you might find yourself up against local brands as well as large enterprises. The solution is to take a specialized approach to media planning and content creation; an approach that easily scales to engage, compel, and covert the right audiences, near and far. That’s what we do best. [SEO ](https://www.dacgroup.com/services/search-optimization/search-engine-optimization/) [Local SEO ](https://www.dacgroup.com/services/search-optimization/local-seo/) ![People working together at a desk with calendars, notebooks, and documents.](https://www.dacgroup.com/wp-content/uploads/2024/08/curated-content-and-media-planning-480x376.jpg) ![A person speaking on stage to an audience in a large, industrial-style venue with windows and visible lighting equipment.](https://www.dacgroup.com/wp-content/uploads/2024/08/captivating-and-engaging-audiences-480x376.jpg) ### Engaging local audiences on their terms As we know from our leading expertise in [local presence management](https://www.dacgroup.com/services/local-presence-management/), one brand location might require a different media plan than another—even one that’s nearby. Using proprietary, AI-enhanced technology, we create omnichannel media mixes that can be efficiently optimized and activated at scale, engaging each local audience with highly tailored content. [Local Presence Management ](https://www.dacgroup.com/services/location-optimization/local-presence-management/) [Reputation Management](https://www.dacgroup.com/services/location-optimization/reputation-management/) ### Ongoing optimization for powerful outcomes Combining the unique factors that set DAC Group apart—multidisciplinary teams, in-house platforms, exclusive methodologies—we’re able to test, measure, and continually optimize in a way that scales and adapts brand voices to specific audiences. [Audience & Market ](https://www.dacgroup.com/services/strategy/strategic-audience-market-insight/) [Content ](https://www.dacgroup.com/services/strategy/content-strategy/) ![A group of people in a conference room listening to a presentation by a man standing in front of two large screens displaying a growth strategy.](https://www.dacgroup.com/wp-content/uploads/2024/08/consistently-refocusing-480x376.jpg) ## Learn more about what sets us apart ![Our legacy in media](https://www.dacgroup.com/wp-content/uploads/2024/08/1.svg)### Our legacy in media Our **Enterprise-to-Local** media has connected brands with their customers since 1972. [Read about us ](https://www.dacgroup.com/about-us/) ![Our digital experts](https://www.dacgroup.com/wp-content/uploads/2024/08/2.svg)### Our digital experts DAC Group’s diverse thought leaders, media specialists, and marketing experts are our driving force. [Meet our team ](https://www.dacgroup.com/about-us/our-team/) ![Our cutting-edge tech](https://www.dacgroup.com/wp-content/uploads/2024/08/3.svg)### Our cutting-edge tech Our in-house platforms empower brands to overcome unique challenges and move forward. [Explore our tech ](https://www.dacgroup.com/tech-platforms/) ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Amplify your reach with media-forward campaigns. Engage your audiences with local-forward strategies. Make data-forward decisions for measurable results. Drive outcomes with a performance-forward mindset. Get ahead with AI-forward innovations. Elevate your appeal with brand-forward solutions. [Get In Touch ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/about-us/our-team.md --- title: "Our Team" date: 2025-11-06 published: 2024-08-27 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/about-us/our-team.md" fr-ca: "https://www.dacgroup.com/fr-ca/a-propos-de-nous/notre-equipe.md" de: "https://www.dacgroup.com/de/uber-uns/unser-team.md" en-gb: "https://www.dacgroup.com/en-gb/about-us/our-team.md" fr: "https://www.dacgroup.com/fr/a-propos-de-nous/notre-equipe.md" es: "https://www.dacgroup.com/es/sobre-nosotros/nuestro-equipo.md" --- # Our Team [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # The team behind the screen Our diverse team of thought leaders, media specialists, and marketing experts push boundaries in their fields. Meet the driving forces behind our work. [Join our team ](https://www.dacgroup.com/careers/) [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # The team behind the screen Our diverse team of thought leaders, media specialists, and marketing experts push boundaries in their fields. Meet the driving forces behind our work. [Join our team ](https://www.dacgroup.com/careers/) ## Group leadership At the core of DAC Group is a team of visionary leaders who not only drive our mission forward but also inspire innovation, collaboration, and excellence across the organization. ![Norm Hagarty](https://www.dacgroup.com/wp-content/uploads/2024/08/nhagarty-1.jpg) ### Norm Hagarty CEO and Managing Partner ![Kiran Prashad](https://www.dacgroup.com/wp-content/uploads/2024/08/kprashad.jpg) ### Kiran Prashad Partner, Chief Operating Officer ![Nasser Sahlool](https://www.dacgroup.com/wp-content/uploads/2024/08/nsahlool.jpg) ### Nasser Sahlool SVP, Client Strategy, DAC VP Strategy, Proove ![Jenna Watson](https://www.dacgroup.com/wp-content/uploads/2024/08/jwatson.png) ### Jenna Watson Senior Vice President, Digital Media ![Mario Lemieux](https://www.dacgroup.com/wp-content/uploads/2024/08/mlemieux.jpg) ### Mario Lemieux Partner, SVP Business Development, DAC Partner, Head of Business Development Proove ![Dan Temby](https://www.dacgroup.com/wp-content/uploads/2024/08/dtemby.jpg) ### Dan Temby SVP, Technology, DAC President, Proove ![Sonia Allard](https://www.dacgroup.com/wp-content/uploads/2024/08/sallard.jpg) ### Sonia Allard Vice President, Marketing Communications ## Office leadership ![Mike Corak](https://www.dacgroup.com/wp-content/uploads/2024/08/mcorak.jpg) ### Mike Corak President, Central and Southern Regions [Contact the Chicago Office ](https://www.dacgroup.com/contact/chicago/) ![Jared Hendrickson](https://www.dacgroup.com/wp-content/uploads/2024/08/jhendrickson.jpg) ### Jared Hendrickson Vice President/General Manager, New York [Contact the New York Office ](https://www.dacgroup.com/contact/new-york/) ![Adam Luck](https://www.dacgroup.com/wp-content/uploads/2024/08/aluck.jpg) ### Adam Luck Managing Director, Canada [Contact the Canada Office ](https://www.dacgroup.com/contact/toronto/) ![Luke Regan](https://www.dacgroup.com/wp-content/uploads/2024/08/Luke-Regan-v3.jpg) ### Luke Regan Vice President, Managing Partner, UK [Contact the UK Office ](https://www.dacgroup.com/contact/london/) ![Mike Fantis](https://www.dacgroup.com/wp-content/uploads/2024/08/Mike-Fantis-v3.jpg) ### Mike Fantis Vice President, Managing Partner, UK [Contact the UK Office ](https://www.dacgroup.com/contact/london/) ![Cédric Bellenger](https://www.dacgroup.com/wp-content/uploads/2024/08/image.jpg) ### Cédric Bellenger VP, General Manager, France [Contact the France Office ](https://www.dacgroup.com/contact/paris/) ![Ben Moll](https://www.dacgroup.com/wp-content/uploads/2024/08/bmoll-1.jpg) ### Ben Moll Managing Director, Germany [Contact the Germany Office ](https://www.dacgroup.com/contact/munich/) ![Xabier Novo](https://www.dacgroup.com/wp-content/uploads/2024/08/xnovo.jpg) ### Xabier Novo General Manager, Iberia [Contact the Madrid Office ](https://www.dacgroup.com/contact/madrid/) ![Mylène Savoie](https://www.dacgroup.com/wp-content/uploads/2025/10/Mylene-Savoie.jpg) ### Mylène Savoie General Manager, Montreal [Contact the Montreal Office ](https://www.dacgroup.com/contact/montreal/) ## Departmental leadership ![Erin Rose](https://www.dacgroup.com/wp-content/uploads/2024/08/Erin-Rose.jpg) ### Erin Rose Digital Media Manager ![Ellie Hughes](https://www.dacgroup.com/wp-content/uploads/2024/08/Ellie-Hughes.jpg) ### Ellie Hughes Digital Media Coordinator ![Lisa Tan](https://www.dacgroup.com/wp-content/uploads/2024/08/Lisa-Tan.jpg) ### Lisa Tan Digital Media Specialist ![Rosalind Kinder](https://www.dacgroup.com/wp-content/uploads/2024/08/Rosalind-Kinder.jpg) ### Rosalind Kinder Team Lead, Content Strategy ![Christine DeFazio](https://www.dacgroup.com/wp-content/uploads/2024/08/Christine-DeFazio.jpg) ### Christine DeFazio Director, Strategic Insights ![Jane Sanderson](https://www.dacgroup.com/wp-content/uploads/2024/08/Jane-Sanderson.jpg) ### Jane Sanderson Associate Director, SEO ![Victoria Khinevich](https://www.dacgroup.com/wp-content/uploads/2024/08/Victoria-Khinevich.jpg) ### Victoria Khinevich Digital Media Manager ![Daniel Bradnam](https://www.dacgroup.com/wp-content/uploads/2024/08/Daniel-Bradnam-1.jpg) ### Daniel Bradnam Web Analyst ![Dan Lauer](https://www.dacgroup.com/wp-content/uploads/2024/08/Dan-Lauer.jpg) ### Dan Lauer SEO Strategist ![Rudy Nasser](https://www.dacgroup.com/wp-content/uploads/2024/08/rnassar.jpg) ### Rudy Nasser Account Director ![Orli Millstein](https://www.dacgroup.com/wp-content/uploads/2024/08/omillstein.jpg) ### Orli Millstein Director, Content Strategy ![Christy Del Savio](https://www.dacgroup.com/wp-content/uploads/2024/08/cdel-savio.jpg) ### Christy Del Savio Senior Director PMO & Operations ![Maria Unwala](https://www.dacgroup.com/wp-content/uploads/2024/08/munwala.jpg) ### Maria Unwala VP Business Development ![Kelly Dougherty](https://www.dacgroup.com/wp-content/uploads/2024/08/kdougherty.jpg) ### Kelly Dougherty Account Manager ![Phil Britton](https://www.dacgroup.com/wp-content/uploads/2024/08/pbritton.jpg) ### Phil Britton Director, Solutions Development ![Gina Fiocchi](https://www.dacgroup.com/wp-content/uploads/2024/08/gfiocchi.jpg) ### Gina Fiocchi Group Account Director ![Allison Hamilton](https://www.dacgroup.com/wp-content/uploads/2024/08/ahamilton.jpg) ### Allison Hamilton Senior Content Strategist ![Adam Kirkland](https://www.dacgroup.com/wp-content/uploads/2024/08/akirkland.jpg) ### Adam Kirkland Account Executive ![Mark Wheatley](https://www.dacgroup.com/wp-content/uploads/2024/08/mwheatley.jpg) ### Mark Wheatley Digital Media Manager ![Zoran Dobrijevic](https://www.dacgroup.com/wp-content/uploads/2024/08/zdobrijevic.jpg) ### Zoran Dobrijevic Manager, Local Optimization ![Kyle Harris](https://www.dacgroup.com/wp-content/uploads/2024/08/kharris.jpg) ### Kyle Harris Director, Local Optimization ![Arlene Lewis](https://www.dacgroup.com/wp-content/uploads/2024/08/alewis.jpg) ### Arlene Lewis Account Coordinator ![Marc-Antoine Lemay](https://www.dacgroup.com/wp-content/uploads/2024/08/mlemay.jpg) ### Marc-Antoine Lemay Account Director ![Jenna Callan](https://www.dacgroup.com/wp-content/uploads/2024/08/jcallan.jpg) ### Jenna Callan Manager, Talent Acquisition ![Hyla Lederman](https://www.dacgroup.com/wp-content/uploads/2024/08/hlederman.jpg) ### Hyla Lederman Graphic Designer ![Christopher Bamford](https://www.dacgroup.com/wp-content/uploads/2024/08/cbamford.jpg) ### Christopher Bamford Senior Director of Product ![Jeff Ying](https://www.dacgroup.com/wp-content/uploads/2024/08/jying.jpg) ### Jeff Ying Manager, Support Desk ![Chris Pulaski](https://www.dacgroup.com/wp-content/uploads/2024/08/cpulaski.jpg) ### Chris Pulaski Vice President, Client Services ![Grayce Nicol](https://www.dacgroup.com/wp-content/uploads/2024/08/gnicol.jpg) ### Grayce Nicol Senior Manager, Local Optimization ![David Welsh](https://www.dacgroup.com/wp-content/uploads/2024/08/dwelsh.jpg) ### David Welsh Managing Editor ![Elmer Brum](https://www.dacgroup.com/wp-content/uploads/2024/08/ebrum.jpg) ### Elmer Brum Director, Information Technology ![Maksym Lavrov](https://www.dacgroup.com/wp-content/uploads/2024/08/mlavrov.jpg) ### Maksym Lavrov Development Lead ![Jason Chen](https://www.dacgroup.com/wp-content/uploads/2024/08/jchen.jpg) ### Jason Chen Director Software Development ![Benjamin Han](https://www.dacgroup.com/wp-content/uploads/2024/08/bhan.jpg) ### Benjamin Han Senior Application Developer ![Hilary Marchildon](https://www.dacgroup.com/wp-content/uploads/2024/08/hmarchildon.jpg) ### Hilary Marchildon Senior Copywriter ![Theresa Zimmerman](https://www.dacgroup.com/wp-content/uploads/2024/08/tzimmerman.jpg) ### Theresa Zimmerman Product Owner ![Felicia DelVecchio](https://www.dacgroup.com/wp-content/uploads/2024/08/fdelvecchio.jpg) ### Felicia DelVecchio Vice President Digital Media ![David Mabry](https://www.dacgroup.com/wp-content/uploads/2024/08/dmabry.jpg) ### David Mabry Account Director ![Kelly Diaz](https://www.dacgroup.com/wp-content/uploads/2024/08/kdiaz.jpg) ### Kelly Diaz Account Executive ![Amanda Woolums](https://www.dacgroup.com/wp-content/uploads/2024/08/awoolums.jpg) ### Amanda Woolums Account Executive ![Adrianne Diamond](https://www.dacgroup.com/wp-content/uploads/2024/08/adiamond.jpg) ### Adrianne Diamond Director, Operations LPM ![Brian Blandford](https://www.dacgroup.com/wp-content/uploads/2024/08/bblandford.jpg) ### Brian Blandford Vice President, Client Services ![Lori Jones](https://www.dacgroup.com/wp-content/uploads/2024/08/ljones.jpg) ### Lori Jones Financial Planning Manager ![Owen Gayzur](https://www.dacgroup.com/wp-content/uploads/2024/08/ogayzur.jpg) ### Owen Gayzur Senior Digital Coach ![Nicholas Manfredo](https://www.dacgroup.com/wp-content/uploads/2024/08/nmanfredo.jpg) ### Nicholas Manfredo Account Director ![Courtney Hardwick](https://www.dacgroup.com/wp-content/uploads/2024/08/chardwick.jpg) ### Courtney Hardwick Senior Copywriter ![Dan McAlpine](https://www.dacgroup.com/wp-content/uploads/2024/08/dmcalpine.jpg) ### Dan McAlpine Senior Network Administrator ![Patrick Hagarty](https://www.dacgroup.com/wp-content/uploads/2024/08/phagarty.jpg) ### Patrick Hagarty Sales Support Specialist ![Jonathan Vazquez](https://www.dacgroup.com/wp-content/uploads/2024/08/jvazquez.jpg) ### Jonathan Vazquez Senior Account Specialist ## Where work feels like play Our dynamic, collaborative company culture fosters an environment in which fresh ideas thrive and every team member is inspired—and empowered—to reach their potential. ![A woman sitting in an office chair speaking, with a background of large city buildings visible through the window.](https://www.dacgroup.com/wp-content/uploads/2024/09/DAC50thInterviewGinav4-1-480x270.jpg) ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Move your career forward with DAC. Step forward into your new career with DAC. Move forward and reach your potential with DAC. [See Job Openings ](https://www.dacgroup.com/careers/) --- https://www.dacgroup.com/contact/toronto.md --- title: "Toronto" date: 2026-09-23 published: 2024-08-26 author: "Mariano Labollita" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/contact/toronto.md" fr-ca: "https://www.dacgroup.com/fr-ca/contactez-nous/toronto.md" de: "https://www.dacgroup.com/de/kontakt/toronto.md" en-gb: "https://www.dacgroup.com/en-gb/contact/toronto.md" fr: "https://www.dacgroup.com/fr/contactez-nous/toronto.md" es: "https://www.dacgroup.com/es/ponte-en-contacto-con/toronto.md" --- # Toronto [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Toronto [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Award-winning, full-funnel media agency, right here in Toronto ## 5000 Yonge St, Suite 700 Toronto, Ontario, M2N 7E9 [Get directions →](https://maps.app.goo.gl/z1ffjbncDjMTxyhv7) [+1 (416) 492-3214](tel:14164923214) [+1 (800)361-4322](tel:18003614322) ![Adam Luck](https://www.dacgroup.com/wp-content/uploads/2024/08/aluck.jpg)Adam Luck Managing Director, Canada With over 50 years of global success, home remains where it all began. Toronto gave us our Canadian roots in 1972, and inspires the strongest of our cultural values. The brightest minds in the heart of the city, specializing in Strategy, Creative, Media, Communications, Data-driven campaigns, and so much more. Our full-funnel media agency thrives in this city of energy, diversity, and social culture unlike any else. [Contact Us ](https://www.dacgroup.com/contact/) ![Logos of Global Agency Awards, Summit International Awards, OMMA Awards, Search Engine Land Award Winner, European Search Awards, and Best Companies to Work for in New York 2022.](https://www.dacgroup.com/wp-content/uploads/2024/08/Logos-2-480x392.png) ### Reach for greater results Our unique value lies in our ability to seamlessly integrate enterprise-level strategies with local market execution, ensuring that your brand resonates at every level. From full-funnel media strategies to the complete integration of our teams and solutions, we offer a comprehensive approach that drives measurable outcomes. Our holistic methodology allows us to tailor our services to meet your specific business needs. [Learn More ](https://www.dacgroup.com/about-us/) ![](https://www.dacgroup.com/wp-content/uploads/2026/09/TOR-Sept-2026-v2-480x640.png) ### The best and brightest minds in Toronto At DAC, our team of experts is our greatest asset. We prioritize their growth, support, and fulfillment, ensuring they have the tools and inspiration to deliver the best for our clients and partners. By investing in our people, we cultivate a culture of excellence that empowers our team to push boundaries and achieve remarkable results. [Meet your DAC team ](/about-us/our-team/) [Join our winning team](https://www.dacgroup.com/careers/) ## Let’s Drive Your Business Forward. [Let’s Talk ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/about-us.md --- title: "About Us" date: 2025-10-23 published: 2024-08-26 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/about-us.md" fr-ca: "https://www.dacgroup.com/fr-ca/a-propos-de-nous.md" de: "https://www.dacgroup.com/de/uber-uns.md" en-gb: "https://www.dacgroup.com/en-gb/about-us.md" fr: "https://www.dacgroup.com/fr/a-propos-de-nous.md" es: "https://www.dacgroup.com/es/sobre-nosotros.md" --- # About Us [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # The evolution of DAC Group For 50+ years, we’ve delivered powerful outcomes by connecting brands with their audiences, no matter where they are. [LET’S TALK ](https://www.dacgroup.com/contact/) [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # The evolution of DAC Group For 50+ years, we’ve delivered powerful outcomes by connecting brands with their audiences, no matter where they are. [LET’S TALK ](https://www.dacgroup.com/contact/) ## Our heritage in digital The world has changed since we first opened our doors as a print directory advertiser. Since then, we’ve successfully navigated countless changes—some subtle, many fundamental—to become one of the world’s leading full-funnel media agencies. Yet our goals and values remain the same: We still invest in our people, approach complex challenges with fresh thinking, and connect brands with local audiences to drive powerful outcomes. ### 1972-1990: Directional advertising leader Founded in 1972, DAC Group became a leader in directory advertising, particularly in the Yellow Pages. We grew into one of North America’s largest directory agencies by developing innovative solutions to connect businesses with customers through strategic placements in printed directories. ### 1990-2000: Expansion and innovation in directory advertising As the internet transformed consumer behavior, DAC Group expanded across North America and began shifting from traditional directory advertising to online directories and search engines. This period laid the foundation for our digital evolution and set the stage for our transition to a digital media agency. ### 2000-2010: Growth in digital media We led our clients through digital transformation, investing in our skills and expanding our services to include SEO, paid search, and content strategy. Our expertise in performance media, fueled by proprietary local landing page technology, established DAC Group as a digital leader. This decade also marked the beginning of our **Enterprise-to-Local** approach, which has become a cornerstone of our media and marketing strategies. ### 2010-2020: The tech difference With eight offices across North America and the UK, DAC Group was recognized by Forrester as one of the world’s most significant performance marketing agencies. We continued to innovate, launching proprietary platforms like TransparenSEE, which solidified our leadership in local presence management and enabled us to deliver measurable success for our clients. ### 2020-now: International full-funnel media agency Now with 12 offices across Canada, the US, and Europe, DAC Group has grown into a 600-strong team of award-winning caliber, including Marketing Agency of the Year and Integrated Agency of the Year at the 2023 US Agency Awards. As AI enablers, we are harnessing the power of machine learning across our technologies and processes. Our latest AI-powered operating system, IRIS, leverages our proven **Enterprise-to-Local** approach to deliver powerful outcomes for brands around the globe—and continues the journey we first started more than 50 years ago. ![Smiling man with a bald head wearing a dark blue shirt, standing against an orange background.](https://www.dacgroup.com/wp-content/uploads/2024/08/word-from-norm-480x567.jpg) ### A word from our CEO Our services and platforms are unique, but it’s our people that truly set DAC Group apart. We hire the brightest minds and invest in them. We give them the support and freedom to do what they do best. And we celebrate their success as they drive growth, delight clients, and transform their future—and ours. **Norm Hagarty** CEO and Managing Partner [Get to know our team ](https://www.dacgroup.com/about-us/our-team/) ## Our blueprint for brilliance ![Enthusiasm](https://www.dacgroup.com/wp-content/uploads/2024/08/1.svg)### Enthusiasm We rise to each challenge with contagious enthusiasm that drives us to excel. ![Execution](https://www.dacgroup.com/wp-content/uploads/2024/08/2.svg)### Execution We execute with excellence to drive performance and achieve meaningful results. ![Curiosity](https://www.dacgroup.com/wp-content/uploads/2024/08/3.svg)### Curiosity We continually expand our knowledge, fueled by an insatiable curiosity. ![Courage](https://www.dacgroup.com/wp-content/uploads/2024/08/4.svg)### Courage We propose original solutions to perplexing problems with unwavering courage. ## We’re all about building and growing relationships ### 200 **client partners**for over 50 years ### 200 **awards and accolades**over 50 years ### 200 **employees**that have been with DAC for 5+ years ![nogif](https://www.dacgroup.com/wp-content/uploads/2024/08/pink-panter.jpg) ![nogif](https://www.dacgroup.com/wp-content/uploads/2024/09/about-us-image1.png) ![nogif](https://www.dacgroup.com/wp-content/uploads/2024/08/people.jpg) ## The faces of DAC Our team has cultivated a culture where curiosity sparks innovation, courage pushes boundaries, and enthusiasm fuels daily achievements. It’s this dynamic mix that keeps DAC Group moving forward, delivering exceptional outcomes for our clients day in and day out. [Meet our people ](https://www.dacgroup.com/about-us/our-team/) ![A grid of diverse individuals, each smiling, against a plain background.](https://www.dacgroup.com/wp-content/uploads/2024/09/team-grid-photo-480x493.png) ## Where differences make us stronger Our commitment to diversity, equity, and inclusion (DEI) fosters a workspace where everyone belongs and every voice is valued. By embracing different perspectives and experiences, we deliver stronger results for our clients. At DAC Group, bringing your whole self to work isn’t just welcomed—it’s what drives our success. [Learn How We Approach DEI ](https://www.dacgroup.com/about-us/diversity-equity-inclusion/) ![nogif](https://www.dacgroup.com/wp-content/uploads/2024/08/city1.jpg) ![nogif](https://www.dacgroup.com/wp-content/uploads/2024/08/city3.jpg) ![nogif](https://www.dacgroup.com/wp-content/uploads/2024/08/city2.jpg) ## The agency next door [### Chicago ](https://www.dacgroup.com/contact/chicago/) [### New York ](https://www.dacgroup.com/contact/new-york/) [### Louisville ](https://www.dacgroup.com/contact/louisville/) [### Toronto ](https://www.dacgroup.com/contact/toronto/) [### Rochester ](https://www.dacgroup.com/contact/rochester/) [### Vancouver ](https://www.dacgroup.com/contact/vancouver/) [### Los Angeles ](https://www.dacgroup.com/contact/los-angeles/) [### Montréal ](https://www.dacgroup.com/contact/montreal/) [### Paris ](https://www.dacgroup.com/contact/paris/) [### London ](https://www.dacgroup.com/contact/london/) [### Madrid ](https://www.dacgroup.com/contact/madrid/) [### Munich ](https://www.dacgroup.com/contact/munich/) [Find an office near you ](https://www.dacgroup.com/contact/) ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Move your career forward with DAC Group. Step forward into your new career with DAC Group. Move forward and reach your potential with DAC Group. [Join our team ](https://www.dacgroup.com/careers/) --- https://www.dacgroup.com/contact.md --- title: "Contact Us" date: 2026-07-20 published: 2024-08-22 author: "Mariano Labollita" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/contact.md" fr-ca: "https://www.dacgroup.com/fr-ca/contactez-nous.md" de: "https://www.dacgroup.com/de/kontakt.md" en-gb: "https://www.dacgroup.com/en-gb/contact.md" fr: "https://www.dacgroup.com/fr/contactez-nous.md" es: "https://www.dacgroup.com/es/ponte-en-contacto-con.md" --- # Contact Us [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Get in touch [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Get in touch ## Let’s chat Ready to move your brand forward? Whether you’re transforming your marketing strategy or exploring new opportunities, we’re here to help. Take a moment to fill out the form below and let’s move forward together. [![Instagram](https://www.dacgroup.com/wp-content/themes/dac/img/instagram-icon.svg)](https://www.instagram.com/dac_group/) [![YouTube](https://www.dacgroup.com/wp-content/themes/dac/img/youtube-icon.svg)](https://www.youtube.com/user/DACgroup1976) [![LinkedIn](https://www.dacgroup.com/wp-content/themes/dac/img/linkedin-icon.svg)](https://www.linkedin.com/company/dac-group/) ## Where you can find us [![New York](https://www.dacgroup.com/wp-content/uploads/2024/09/new-york.jpg)](https://www.dacgroup.com/contact/new-york/) [### New York ](https://www.dacgroup.com/contact/new-york/)4 Manhattanville Road, Suite 203 Purchase, New York 10577 [Get Directions](https://maps.app.goo.gl/wfF7tHAPParceUpv5) [![Chicago](https://www.dacgroup.com/wp-content/uploads/2024/09/chicago.jpg)](https://www.dacgroup.com/contact/chicago/) [### Chicago ](https://www.dacgroup.com/contact/chicago/)444 N Michigan Ave., Suite 1400 Chicago, Illinois 60611 [Get Directions](https://maps.app.goo.gl/u5QtDwjzDt1euxLv9) [![Los Angeles](https://www.dacgroup.com/wp-content/uploads/2024/09/los-angeles.jpg)](https://www.dacgroup.com/contact/los-angeles/) [### Los Angeles ](https://www.dacgroup.com/contact/los-angeles/)312 Arizona Ave, Suite #350 Santa Monica, CA 90401 [Get Directions](https://maps.app.goo.gl/gaLG8DzYPab88UhU9) [![Rochester](https://www.dacgroup.com/wp-content/uploads/2024/09/rochester.jpg)](https://www.dacgroup.com/contact/rochester/) [### Rochester ](https://www.dacgroup.com/contact/rochester/)260 East Main Street, Suite 3800 Rochester, New York 14604 [Get Directions](https://maps.app.goo.gl/KbyhVwf3BTvxt4Ky5) [![Louisville](https://www.dacgroup.com/wp-content/uploads/2024/09/Louisville-contact-page-banner.jpg)](https://www.dacgroup.com/contact/louisville/) [### Louisville ](https://www.dacgroup.com/contact/louisville/)325 West Main Street, Suite 1710 Louisville, Kentucky 40202 [Get Directions](https://maps.app.goo.gl/DJ8sG6TXrg1qKN5i6) [![Toronto](https://www.dacgroup.com/wp-content/uploads/2024/07/3efb696c18f349f70c1e4d6f166b1179.jpg)](https://www.dacgroup.com/contact/toronto/) [### Toronto ](https://www.dacgroup.com/contact/toronto/)5000 Yonge St, Suite 700 Toronto, Ontario M2N 7E9 [Get Directions](https://maps.app.goo.gl/z1ffjbncDjMTxyhv7) [![Vancouver](https://www.dacgroup.com/wp-content/uploads/2024/09/vancouver.jpg)](https://www.dacgroup.com/contact/vancouver/) [### Vancouver ](https://www.dacgroup.com/contact/vancouver/)305 – 1505 West 2nd Avenue Vancouver, British Columbia V6H 3Y4 [Get Directions](https://maps.app.goo.gl/6PD9x6FiQTiGer4f6) [![Montreal](https://www.dacgroup.com/wp-content/uploads/2024/09/montreal-1.jpg)](https://www.dacgroup.com/contact/montreal/) [### Montreal ](https://www.dacgroup.com/contact/montreal/)780 Brewster Ave, Suite 03-100 Montreal, Quebec H4C 2K1 [Get Directions](https://maps.app.goo.gl/HT9xAbCws6a8HSFA6) [![London](https://www.dacgroup.com/wp-content/uploads/2024/09/london.jpg)](https://www.dacgroup.com/contact/london/) [### London ](https://www.dacgroup.com/contact/london/)1 Berry Street, Clerkenwell London, EC1V 0AA [Get Directions](https://maps.app.goo.gl/eo1jNxDbcaTX5a1SA) [![Paris](https://www.dacgroup.com/wp-content/uploads/2024/09/paris.jpg)](https://www.dacgroup.com/contact/paris/) [### Paris ](https://www.dacgroup.com/contact/paris/)2, rue Jean Lantier 75001 Paris [Get Directions](https://maps.app.goo.gl/QjPRSH8PsKyvNRrG7) [![Madrid](https://www.dacgroup.com/wp-content/uploads/2024/09/madrid.jpg)](https://www.dacgroup.com/contact/madrid/) [### Madrid ](https://www.dacgroup.com/contact/madrid/)Calle María de Molina, nº 54 28006 Madrid [Get Directions](https://maps.app.goo.gl/k5g8sVtMjJKHD2g66) [![Munich](https://www.dacgroup.com/wp-content/uploads/2024/09/munich.jpg)](https://www.dacgroup.com/contact/munich/) [### Munich ](https://www.dacgroup.com/contact/munich/)Landsberger Straße 155 80687 München [Get Directions](https://maps.app.goo.gl/wUQMXPVAQ2TTGbtC8) ![stop](/wp-content/themes/dac/img/icons/stop-white.svg) ![](/wp-content/themes/dac/img/icons/stop-white.svg) ![](/wp-content/themes/dac/img/icons/stop-white.svg) ## Join our team Our dynamic, collaborative company culture fosters an environment in which fresh ideas thrive and every team member is inspired—and empowered—to reach their potential. [Explore open roles ](https://www.dacgroup.com/careers/) --- https://www.dacgroup.com/tech-platforms.md --- title: "Tech Platforms" date: 2026-08-20 published: 2024-08-21 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/tech-platforms.md" fr-ca: "https://www.dacgroup.com/fr-ca/plateformes-technologiques.md" de: "https://www.dacgroup.com/de/technologische-plattformen.md" en-gb: "https://www.dacgroup.com/en-gb/tech-platforms.md" fr: "https://www.dacgroup.com/fr/plates-formes-technologiques.md" es: "https://www.dacgroup.com/es/plataformas-tecnologicas.md" --- # Tech Platforms [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Purposeful technology that drives performance [Let’s Talk ](https://www.dacgroup.com/contact/) [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Purposeful technology that drives performance [Let’s Talk ](https://www.dacgroup.com/contact/) ## More certainty. Better decisions. Greater outcomes. Marketing has never moved faster or felt more complex—and the same is true in media. Every day brings more data, new channels, changing customer expectations, and new AI capabilities. In this new world, the challenge isn’t finding more technology, but using that technology to generate forward momentum and measurable impact. See how our proprietary platforms simplify it all so we can help enterprise brands cut through the noise, make informed decisions faster, and turn complexity into a competitive advantage. ## IRIS From insight to action, IRIS is a suite of purpose-built tools designed to help brands plan, analyze, and optimize performance at scale and capture market opportunities more rapidly. Combining rich data, integrated AI, agentic capabilities, and human expertise, IRIS helps uncover new opportunities and continuously improve outcomes across the customer journey. [Learn more about IRIS ](/tech-platforms/iris/) ![IRIS](https://www.dacgroup.com/wp-content/uploads/2026/08/iris-update-480x376.jpeg) ![City skyline at dusk with illuminated GPS location icons connected by lines.](https://www.dacgroup.com/wp-content/uploads/2024/09/local-optimization-banner-480x376.png) ## Local Search Nobody knows local like DAC. Our local search platforms are specifically designed to help multi-location businesses simplify listings management, dominate local search, and easily manage their online reputations at scale—all while revealing priceless insights that power smarter marketing decisions. [Explore our local search tech ](/tech-platforms/local-optimization/) ![nogif](https://www.dacgroup.com/wp-content/uploads/2024/09/new-seamlessly-1.jpg) ![nogif](https://www.dacgroup.com/wp-content/uploads/2024/09/new-seamlessly-2.jpg) ![nogif](https://www.dacgroup.com/wp-content/uploads/2024/09/new-seamlessly-3.jpg) ## Seamlessly integrated for impact From digital media to business intelligence and everything in-between, DAC’s exclusive marketing technology solves complex problems and unlocks exciting new possibilities across our unique suite of award-winning services. [VIEW OUR SERVICES ](/services/) ## Our tech in action [VIEW All case studies ](/our-work/case-studies/) [![Illustration of a person with a smartphone standing near a store with a striped awning, a location pin above it, and city skyline in the background.](https://www.dacgroup.com/wp-content/uploads/2024/09/Blog-articles-Banners-480x240.png)](/blog/more-than-just-a-map-the-surprising-impact-of-store-locators/%20) [### More than just a map: The surprising impact of store locators ](/blog/more-than-just-a-map-the-surprising-impact-of-store-locators/%20) [LEARN MORE ](/blog/more-than-just-a-map-the-surprising-impact-of-store-locators/%20) [![Person using a smartphone with overlay graphics of star ratings and chat bubbles.](https://www.dacgroup.com/wp-content/uploads/2024/09/Blog-articles-Banners-1-480x240.png)](/blog/how-ai-can-harness-customer-reviews-for-marketing-success/%20) [### How AI can harness customer reviews for marketing success ](/blog/how-ai-can-harness-customer-reviews-for-marketing-success/%20) [LEARN MORE ](/blog/how-ai-can-harness-customer-reviews-for-marketing-success/%20) [![Laptop display showing "Enterprise Social Manager" with a map background and a blue circular icon with a cursor.](https://www.dacgroup.com/wp-content/uploads/2024/09/ESM-480x240.jpg)](/blog/how-to-master-local-organic-social-with-transparensee/%20%20) [### How to master local organic social with TransparenSEE ](/blog/how-to-master-local-organic-social-with-transparensee/%20%20) [LEARN MORE ](/blog/how-to-master-local-organic-social-with-transparensee/%20%20) [VIEW All case studies ](/case-studies/) ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Amplify your reach with media-forward campaigns. Engage your audiences with local-forward strategies. Make data-forward decisions for measurable results. Drive outcomes with a performance-forward mindset. Get ahead with AI-forward innovations. Elevate your appeal with brand-forward solutions. [Let’s move forward ](/contact/) --- https://www.dacgroup.com/services.md --- title: "Services" date: 2025-10-23 published: 2024-07-29 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/services.md" fr-ca: "https://www.dacgroup.com/fr-ca/services.md" de: "https://www.dacgroup.com/de/services.md" en-gb: "https://www.dacgroup.com/en-gb/services.md" fr: "https://www.dacgroup.com/fr/services.md" es: "https://www.dacgroup.com/es/servicios.md" --- # Services [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) ![](/wp-content/themes/dac/img/icons/stop-white.svg) # Digital media and marketing solutions designed for impact [Let’s Talk ](https://www.dacgroup.com/contact/) [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Digital media and marketing solutions designed for impact [Let’s Talk ](https://www.dacgroup.com/contact/) ## Together, we’ll take your brand forward Full-funnel strategy or standalone solution, our digital media services meet your brand where it is—powered by multidisciplinary teams, 50+ years of **Enterprise-to-Local** experience, and expertise spanning the entire customer journey. Our Services ## Paid Media ## Search Optimization ## Location Optimization ## Strategy ## Creative ## Analytics ## Development ## [Paid Media](https://www.dacgroup.com/services/paid-media/) Full-funnel, aligned with user intent, integrated across channels and tactics, and built to drive powerful outcomes from the brand down to the local level. This is paid media the DAC Group way. [Digital Media ](https://www.dacgroup.com/services/digital-media/) [Traditional & Offline ](https://www.dacgroup.com/services/traditional-media/) [Search Engine Marketing ](https://www.dacgroup.com/services/paid-media/digital-media/search-engine-marketing/) [Programmatic & Display ](https://www.dacgroup.com/services/paid-media/digital-media/programmatic-display/) [Social Media ](https://www.dacgroup.com/services/paid-media/digital-media/social-media/) ![Person shopping in a store, holding a smartphone displaying an app with a 25% discount on supplements offer.](https://www.dacgroup.com/wp-content/uploads/2024/10/Paid-media-hero-new-480x377.png) ![Person using a smartphone to browse popular products, with a red backpack in the background.](https://www.dacgroup.com/wp-content/uploads/2024/10/Search-optimization-hero-new-480x376.png) ## [Search Optimization](https://www.dacgroup.com/services/search-optimization/) We build audience-first, AI-enhanced search strategies that integrate seamlessly with other tactics to dominate the SERP, reach untapped demand, and drive transformative outcomes. [SEO ](https://www.dacgroup.com/services/search-engine-optimization/) [Local SEO ](https://www.dacgroup.com/services/local-seo/) [Technical SEO & Content Audits ](https://www.dacgroup.com/services/search-optimization/search-engine-optimization/seo-audit/) [SEO Content ](https://www.dacgroup.com/services/search-optimization/search-engine-optimization/seo-content/) ## [Location Optimization](https://www.dacgroup.com/services/location-optimization/) Other agencies only maintain location data. We make it the foundation of integrated local services—covering search, social, and reputation—to repeatedly drive lower-funnel performance. [Local Presence Management ](https://www.dacgroup.com/services/local-presence-management/) [Reputation Management ](https://www.dacgroup.com/services/reputation-management/) ![Aerial view of a complex city intersection with elevated train tracks, roads, and tall buildings.](https://www.dacgroup.com/wp-content/uploads/2024/10/Local-optimization-hero-new-480x376.jpg) ![A woman in an orange shirt presents at a whiteboard, in a meeting room with other attendees.](https://www.dacgroup.com/wp-content/uploads/2024/10/Strategy-hero-new-480x376.png) ## [Strategy](https://www.dacgroup.com/services/strategy/) Emotional connections leads to powerful outcomes. That’s why our strategies encompass consumers, competitors, and trends to help your brand engage audiences and establish a competitive advantage. [Audience & Market ](https://www.dacgroup.com/services/strategic-audience-market-insight/) [Content ](https://www.dacgroup.com/services/content-strategy/) [Digital Strategy ](https://www.dacgroup.com/services/strategy/digital-strategy/) ## [Creative](https://www.dacgroup.com/services/creative/) Emotionally engage your audiences as they move through the journey to purchase with powerful, data-driven creative that matches their intent, aligns with strategic insights, and enhances every media dollar. [Creative Ideation ](https://www.dacgroup.com/services/creative-ideation/) [Creative Production ](https://www.dacgroup.com/services/creative-production/) ![Woman wearing sunglasses with neon lights in the background.](https://www.dacgroup.com/wp-content/uploads/2024/10/Creative-hero-new-480x376.png) ![A collection of colorful 3D graphs and charts, including bar graphs, pie charts, line graphs, and more, displayed on a futuristic digital interface.](https://www.dacgroup.com/wp-content/uploads/2024/10/Analytics-hero-new-480x376.png) ## [Analytics](https://www.dacgroup.com/services/analytics/) Power bold business decisions with priceless insights from our center of excellence, Proove Intelligence. Driven by leading data scientists and accelerated by AI, we unleash the true value of your data. [Web Analytics ](https://www.dacgroup.com/services/web-analytics/) [Data Science ](https://www.dacgroup.com/services/data-science/) [Business Intelligence ](https://www.dacgroup.com/services/business-intelligence/) ## [Development](https://www.dacgroup.com/services/development/) From websites to store locators and local experiences, our in-house team repeatedly delivers data-informed, conversion-optimized environments that drive powerful outcomes. [Web Development ](https://www.dacgroup.com/services/web-development/) [Web Design ](https://www.dacgroup.com/services/web-design/) [Data Integration ](https://www.dacgroup.com/services/data-integration/) ![Close-up of colorful JavaScript code on a black computer screen.](https://www.dacgroup.com/wp-content/uploads/2024/10/Development-hero-new-480x376.png) ## Powered by seriously innovative tech ![tech logo transparensee](https://www.dacgroup.com/wp-content/uploads/2024/09/logo-tech-transparensee.svg) ### Local optimization Effortlessly manage, monitor, and optimize local listing data across all sites. ![tech logo iris](https://www.dacgroup.com/wp-content/uploads/2024/09/logo-tech-iris.svg) ### Integrated marketing Synchronize workflows, uncover insights, and harness data to power continuous optimization. [Explore our platforms ](https://www.dacgroup.com/tech-platforms/) ## Our services in action [![Illustration of a person using a smartphone near a storefront with a location pin on the roof, while two people interact outside.](https://www.dacgroup.com/wp-content/uploads/2024/08/Blog-articles-Banners-local-480x240.png)](https://www.dacgroup.com/blog/more-than-just-a-map-the-surprising-impact-of-store-locators/) [### More than just a map: The surprising impact of store locators ](https://www.dacgroup.com/blog/more-than-just-a-map-the-surprising-impact-of-store-locators/) [LEARN MORE ](https://www.dacgroup.com/blog/more-than-just-a-map-the-surprising-impact-of-store-locators/) [![A robot pointing to a glowing "AI SEARCH" button on a digital interface, with a person's hands typing on a keyboard in the foreground.](https://www.dacgroup.com/wp-content/uploads/2025/08/maximize-seo.png)](https://www.dacgroup.com/blog/maximizing-seo-with-ai-a-step-by-step-guide-for-quality-content/) [### Maximizing SEO with AI: A Step-by-Step Guide for Quality Content ](https://www.dacgroup.com/blog/maximizing-seo-with-ai-a-step-by-step-guide-for-quality-content/) [LEARN MORE ](https://www.dacgroup.com/blog/maximizing-seo-with-ai-a-step-by-step-guide-for-quality-content/) [![|||](https://www.dacgroup.com/wp-content/uploads/2024/08/Blog-articles-Banners-1-1-480x240.png)](https://www.dacgroup.com/blog/how-ai-can-harness-customer-reviews-for-marketing-success/%20) [### How AI can harness customer reviews for marketing success ](https://www.dacgroup.com/blog/how-ai-can-harness-customer-reviews-for-marketing-success/%20) [LEARN MORE ](https://www.dacgroup.com/blog/how-ai-can-harness-customer-reviews-for-marketing-success/%20) ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Amplify your reach with media-forward campaigns. Engage your audiences with local-forward strategies. Make data-forward decisions for measurable results. Drive outcomes with a performance-forward mindset. Get ahead with AI-forward innovations. Elevate your appeal with brand-forward solutions. [Let’s move forward ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/home.md --- title: "Home" date: 2024-12-16 published: 2024-07-25 author: "nmele" lang: en --- # Home ## Say hello to your full-funnel,Enterprise-to-Local media partner We drive powerful business outcomes through dynamic full-funnel strategies and scalable solutions to unique challenges—all powered by state-of-the-art tech and the brightest minds in the business. [Let’s talk ](https://www.dacgroup.com/contact/) ## Forward-thinking solutions Whether you need an **Enterprise-to-Local** strategy that seamlessly scales to deliver highly localized experiences at every touch point or a point solution for a specific challenge, we question convention and nurture new ideas—supercharged by AI—to achieve bigger outcomes faster. [VIEW ALL SERVICES ](https://www.dacgroup.com/services/) ### ![Paid Media section - 1](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-media.png) Paid Media Full-funnel, personalized, integrated across channels and tactics, and aligned with the intent of users from the brand level down to their nearest local store. This is paid media the DAC way. [Digital ](https://www.dacgroup.com/services/digital-media/) [Traditional & Offline ](https://www.dacgroup.com/services/traditional-media/) ### ![Search Optimization section - 2](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-search.png) Search Optimization We build audience-first, AI-enhanced search strategies that integrate seamlessly with other tactics to dominate the SERP, reach untapped demand, and drive transformative outcomes. [SEO ](https://www.dacgroup.com/services/search-optimization/) [Local SEO ](https://www.dacgroup.com/services/local-seo/) ### ![Location Optimization section - 3](https://www.dacgroup.com/wp-content/uploads/2024/06/local-optimization.png) Location Optimization Location data is the foundation of all local search, empowering you to reach customers wherever they are. See how our full SERP solution leaves you free to focus on doing what you do best. [Local Presence Management ](https://www.dacgroup.com/services/local-presence-management/) [Reputation Management ](https://www.dacgroup.com/services/reputation-management/) ### ![Strategy section - 4](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-location.png) Strategy Navigate an unpredictable landscape—and get more from your marketing dollars—with actionable, data-driven strategies tailored for your business from the brand down to the local level. [Audience & Market ](https://www.dacgroup.com/services/strategic-audience-market-insight/) [Content ](https://www.dacgroup.com/services/content-strategy/) ### ![Creative section - 5](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-design.png) Creative Emotionally engage your audiences as they move through the journey to purchase with powerful, data-driven creative that matches their intent, aligns with strategic insights, and enhances every media dollar. [Creative Ideation ](https://www.dacgroup.com/services/creative-ideation/) [Creative Production ](https://www.dacgroup.com/services/creative-production/) ### ![Analytics section - 6](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-analytics.png) Analytics Unleash the true value of your data with our center of excellence, Proove Intelligence. Our solutions don’t simply reinforce what you already know but drive bold business decisions for the future. [Web Analytics ](https://www.dacgroup.com/services/web-analytics/) [Data Science ](https://www.dacgroup.com/services/data-science/) [Business Intelligence ](https://www.dacgroup.com/services/business-intelligence/) ### ![Development section - 7](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-dev.png) Development Our in-house team covers every critical discipline, giving DAC the knowledge and skill to repeatedly deliver data-informed, conversion-optimized digital experiences that drive transformational growth. [Web Development ](https://www.dacgroup.com/services/web-development/) [Web Design ](https://www.dacgroup.com/services/web-design/) [Data Integration ](https://www.dacgroup.com/services/data-integration/) #### Solution forward ![slash](/wp-content/themes/dac/img/icons/slash.svg) #### Performance forward ![slash](/wp-content/themes/dac/img/icons/slash.svg) #### Innovation forward ![slash](/wp-content/themes/dac/img/icons/slash.svg) #### Data forward ![slash](/wp-content/themes/dac/img/icons/slash.svg) ![](/wp-content/themes/dac/img/icons/stop-white.svg) ![The Fresh Market Colored Logo](https://www.dacgroup.com/wp-content/uploads/2024/09/the-fresh-market-logo-color-1.svg) ## Driving foot traffic in a digital world Our partnership with The Fresh Market redefined grocery marketing in a highly competitive landscape. Discover how we turned fresh thinking into fresh foot traffic and significant sales growth. [Read the case study ](https://www.dacgroup.com/work/the-fresh-market/) Your browser does not support the video tag. ![Logo of Apex Tool Group with stylized mountain graphic.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-apextoolgroup.png) ![Bitcoin Depot logo with a hexagonal icon featuring a lightning bolt.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-bitcoin.png) ![Stylized chili pepper with the letter 'S'.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-chillis.png) ![Costa Vida logo, featuring a stylized wave icon to the left of the brand name.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-costavida.png) ![Logo of Crescent with stylized "C" and text.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-Crescent.png) ![Logo of Gearwrench with stylized "GW" emblem.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-gearwrench.png) ![Logo of "It's Just Wings" with an image of chicken wings in a bowl.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-itsjustwings.png) ![Lennox logo featuring stylized text with an oval swoosh.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-lennox.png) ![Maggiano's Little Italy logo.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-maggianos.png) ![PODS logo in black and white.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-pods.png) ![Signet Jewelers logo in gray text.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-signet.png) ![Logo of The Fresh Market with a leaf design.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-thefreshmarket.png) ![logo]() ![Winnebago logo in gray text.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-winnebego.png) ![Logo with the text "24 Hour" inside an oval.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-24hourfitness.png) ![Logo of Apple Bank with an apple graphic.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-apple-bank.png) ![Logo with the word "BROOKS" in bold, gray letters.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-brooks.png) ![Logo of Casella with "Established 1975" beneath it.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-casella.png) ![Del Taco logo featuring a stylized sun and mountain.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-deltaco.png) ![Elizabeth Arden New York logo.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-elizabeth-arden.png) ![Friendly's logo in gray script font.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-friendlys.png) ![Logo of Holland America Line with a ship emblem.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-holland-america.png) ![Logo of Jack in the Box with stylized text.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-jack-in-box.png) ![Logo of Navy Federal Credit Union with a globe icon.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-navy-federal.png) ![Phillips 66 logo in shield shape.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-phillips68.png) !["Rainbow" logo in gray cursive font.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-rainbow.png) ![Revlon logo in gray text.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-revlon.png) ![Van Leeuwen logo in cursive text.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-vanleeuwen.png) ![Logo of Wegmans in stylized gray script.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-wegmans.png) ![Logo of Bridgestone with the slogan "Solutions for your journey".](https://www.dacgroup.com/wp-content/uploads/2024/10/us-logo-bridgestone.png) ![Logo of Ashley with a simple house icon.](https://www.dacgroup.com/wp-content/uploads/2024/10/usa-logo-ashley.png) ![](/wp-content/themes/dac/img/icons/stop-black.svg) ![stop](/wp-content/themes/dac/img/icons/stop-white.svg) ![](/wp-content/themes/dac/img/icons/stop-white.svg) ![](/wp-content/themes/dac/img/icons/stop-white.svg) ## Built by creators, thinkers, experts DAC’s award-winning services, technology, and campaigns are the result of one thing only: incredibly talented people working together to tackle our clients’ unique business challenges. [Meet the Team ](https://www.dacgroup.com/about-us/our-team/) ## Powered by seriously innovative tech Our AI-enabled platforms seamlessly integrate strategy, media, analytics, creative, and reporting to reveal insights and opportunities that would otherwise remain hidden. Harness the power of **IRIS**, our fully integrated marketing suite that orchestrates all our applications, and **TransparenSEE**, our game-changing local marketing dashboard. [Explore our platforms ](https://www.dacgroup.com/tech-platforms/) ![Logos for "Iris" with a colorful star design and "Transparency" with overlapping colors.](https://www.dacgroup.com/wp-content/uploads/2024/09/img-innovative-tech-1-1-480x320.jpg) ### 50 **years**in business ### 32 **major awards in 2023**including Agency of the Year ### 600 **employees**across 12 offices ## Stay one step ahead of emerging digital trends [View all resources ](https://www.dacgroup.com/discover/) [![Collage featuring logos of Reddit, Meta, TikTok, and a robotic figure at the center.](https://www.dacgroup.com/wp-content/uploads/2024/12/Dec13-BiggestMarketingNews-417x268-1-1.jpg)](https://info.dacgroup.com/en-us/2024marketingrecap) [### Recapping the biggest marketing news of 2024 and what it means for 2025 ](https://info.dacgroup.com/en-us/2024marketingrecap) [Download white paper ](https://info.dacgroup.com/en-us/2024marketingrecap) [![A minimalist search engine interface labeled "SearchGPT" with a central search bar.](https://www.dacgroup.com/wp-content/uploads/2024/12/Untitled-design.png)](https://www.dacgroup.com/blog/searchgpt-a-game-changer-in-search-or-a-complement-to-traditional-engines/) [### SearchGPT: A game-changer in search or a complement to traditional engines? ](https://www.dacgroup.com/blog/searchgpt-a-game-changer-in-search-or-a-complement-to-traditional-engines/) [Read article ](https://www.dacgroup.com/blog/searchgpt-a-game-changer-in-search-or-a-complement-to-traditional-engines/) [!["Google Agency Excellence Awards 2024 Winner USA & Canada, App Growth, DAC Group" with a green glass trophy.](https://www.dacgroup.com/wp-content/uploads/2024/12/Untitled-design-1.png)](https://www.dacgroup.com/awards/dac-wins-app-growth-award-at-googles-2024-agency-excellence-awards/) [### DAC Wins App Growth Award at Google’s 2024 Agency Excellence Awards ](https://www.dacgroup.com/awards/dac-wins-app-growth-award-at-googles-2024-agency-excellence-awards/) [Read Award Details ](https://www.dacgroup.com/awards/dac-wins-app-growth-award-at-googles-2024-agency-excellence-awards/) [View all resources ](https://www.dacgroup.com/discover/) New York ## Our offices [### Chicago ](https://www.dacgroup.com/contact/chicago/) [### New York ](https://www.dacgroup.com/contact/new-york/) [### Louisville ](https://www.dacgroup.com/contact/louisville/) [### Toronto ](https://www.dacgroup.com/contact/toronto/) [### Rochester ](https://www.dacgroup.com/contact/rochester/) [### Vancouver ](https://www.dacgroup.com/contact/vancouver/) [### Los Angeles ](https://www.dacgroup.com/contact/los-angeles/) [### Montréal ](https://www.dacgroup.com/contact/montreal/) [### Paris ](https://www.dacgroup.com/contact/paris/) [### London ](https://www.dacgroup.com/contact/london/) [### Madrid ](https://www.dacgroup.com/contact/madrid/) [### Munich ](https://www.dacgroup.com/contact/munich/) ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Amplify your reach with media-forward campaigns. Engage your audiences with local-forward strategies. Make data-forward decisions for measurable results. Drive outcomes with a performance-forward mindset. Get ahead with AI-forward innovations. Elevate your appeal with brand-forward solutions. [Let’s move forward ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/home-2.md --- title: "Home" date: 2025-01-16 published: 2024-07-25 author: "nmele" lang: en --- # Home ## Say hello to your full-funnel,Enterprise-to-Local media partner We drive powerful business outcomes through dynamic full-funnel strategies and scalable solutions to unique challenges—all powered by state-of-the-art tech and the brightest minds in the business. [Let’s talk ](https://www.dacgroup.com/contact/) ## Forward-thinking solutions Whether you need an **Enterprise-to-Local** strategy that seamlessly scales to deliver highly localized experiences at every touch point or a point solution for a specific challenge, we question convention and nurture new ideas—supercharged by AI—to achieve bigger outcomes faster. [VIEW ALL SERVICES ](https://www.dacgroup.com/services/) ### ![Paid Media section - 1](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-media.png) Paid Media Full-funnel, personalized, integrated across channels and tactics, and aligned with the intent of users from the brand level down to their nearest local store. This is paid media the DAC way. [Digital ](https://www.dacgroup.com/services/digital-media/) [Traditional & Offline ](https://www.dacgroup.com/services/traditional-media/) ### ![Search Optimization section - 2](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-search.png) Search Optimization We build audience-first, AI-enhanced search strategies that integrate seamlessly with other tactics to dominate the SERP, reach untapped demand, and drive transformative outcomes. [SEO ](https://www.dacgroup.com/services/search-optimization/) [Local SEO ](https://www.dacgroup.com/services/local-seo/) ### ![Location Optimization section - 3](https://www.dacgroup.com/wp-content/uploads/2024/06/local-optimization.png) Location Optimization Location data is the foundation of all local search, empowering you to reach customers wherever they are. See how our full SERP solution leaves you free to focus on doing what you do best. [Local Presence Management ](https://www.dacgroup.com/services/local-presence-management/) [Reputation Management ](https://www.dacgroup.com/services/reputation-management/) ### ![Strategy section - 4](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-location.png) Strategy Navigate an unpredictable landscape—and get more from your marketing dollars—with actionable, data-driven strategies tailored for your business from the brand down to the local level. [Audience & Market ](https://www.dacgroup.com/services/strategic-audience-market-insight/) [Content ](https://www.dacgroup.com/services/content-strategy/) ### ![Creative section - 5](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-design.png) Creative Emotionally engage your audiences as they move through the journey to purchase with powerful, data-driven creative that matches their intent, aligns with strategic insights, and enhances every media dollar. [Creative Ideation ](https://www.dacgroup.com/services/creative-ideation/) [Creative Production ](https://www.dacgroup.com/services/creative-production/) ### ![Analytics section - 6](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-analytics.png) Analytics Unleash the true value of your data with our center of excellence, Proove Intelligence. Our solutions don’t simply reinforce what you already know but drive bold business decisions for the future. [Web Analytics ](https://www.dacgroup.com/services/web-analytics/) [Data Science ](https://www.dacgroup.com/services/data-science/) [Business Intelligence ](https://www.dacgroup.com/services/business-intelligence/) ### ![Development section - 7](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-dev.png) Development Our in-house team covers every critical discipline, giving DAC the knowledge and skill to repeatedly deliver data-informed, conversion-optimized digital experiences that drive transformational growth. [Web Development ](https://www.dacgroup.com/services/web-development/) [Web Design ](https://www.dacgroup.com/services/web-design/) [Data Integration ](https://www.dacgroup.com/services/data-integration/) #### Solution forward ![slash](/wp-content/themes/dac/img/icons/slash.svg) #### Performance forward ![slash](/wp-content/themes/dac/img/icons/slash.svg) #### Innovation forward ![slash](/wp-content/themes/dac/img/icons/slash.svg) #### Data forward ![slash](/wp-content/themes/dac/img/icons/slash.svg) ![](/wp-content/themes/dac/img/icons/stop-white.svg) ![The Fresh Market Colored Logo](https://www.dacgroup.com/wp-content/uploads/2024/09/the-fresh-market-logo-color-1.svg) ## Driving foot traffic in a digital world Our partnership with The Fresh Market redefined grocery marketing in a highly competitive landscape. Discover how we turned fresh thinking into fresh foot traffic and significant sales growth. [Read the case study ](https://www.dacgroup.com/work/the-fresh-market/) Your browser does not support the video tag. ![Logo of Apex Tool Group with stylized mountain graphic.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-apextoolgroup.png) ![Bitcoin Depot logo with a hexagonal icon featuring a lightning bolt.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-bitcoin.png) ![Stylized chili pepper with the letter 'S'.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-chillis.png) ![Costa Vida logo, featuring a stylized wave icon to the left of the brand name.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-costavida.png) ![Logo of Crescent with stylized "C" and text.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-Crescent.png) ![Logo of Gearwrench with stylized "GW" emblem.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-gearwrench.png) ![Logo of "It's Just Wings" with an image of chicken wings in a bowl.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-itsjustwings.png) ![Lennox logo featuring stylized text with an oval swoosh.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-lennox.png) ![Maggiano's Little Italy logo.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-maggianos.png) ![PODS logo in black and white.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-pods.png) ![Signet Jewelers logo in gray text.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-signet.png) ![Logo of The Fresh Market with a leaf design.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-thefreshmarket.png) ![logo]() ![Winnebago logo in gray text.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-winnebego.png) ![Logo with the text "24 Hour" inside an oval.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-24hourfitness.png) ![Logo of Apple Bank with an apple graphic.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-apple-bank.png) ![Logo with the word "BROOKS" in bold, gray letters.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-brooks.png) ![Logo of Casella with "Established 1975" beneath it.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-casella.png) ![Del Taco logo featuring a stylized sun and mountain.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-deltaco.png) ![Elizabeth Arden New York logo.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-elizabeth-arden.png) ![Friendly's logo in gray script font.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-friendlys.png) ![Logo of Holland America Line with a ship emblem.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-holland-america.png) ![Logo of Jack in the Box with stylized text.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-jack-in-box.png) ![Logo of Navy Federal Credit Union with a globe icon.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-navy-federal.png) ![Phillips 66 logo in shield shape.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-phillips68.png) !["Rainbow" logo in gray cursive font.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-rainbow.png) ![Revlon logo in gray text.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-revlon.png) ![Van Leeuwen logo in cursive text.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-vanleeuwen.png) ![Logo of Wegmans in stylized gray script.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-wegmans.png) ![Logo of Bridgestone with the slogan "Solutions for your journey".](https://www.dacgroup.com/wp-content/uploads/2024/10/us-logo-bridgestone.png) ![Logo of Ashley with a simple house icon.](https://www.dacgroup.com/wp-content/uploads/2024/10/usa-logo-ashley.png) ![](/wp-content/themes/dac/img/icons/stop-black.svg) ![stop](/wp-content/themes/dac/img/icons/stop-white.svg) ![](/wp-content/themes/dac/img/icons/stop-white.svg) ![](/wp-content/themes/dac/img/icons/stop-white.svg) ## Built by creators, thinkers, experts DAC’s award-winning services, technology, and campaigns are the result of one thing only: incredibly talented people working together to tackle our clients’ unique business challenges. [Meet the Team ](https://www.dacgroup.com/about-us/our-team/) ## Powered by seriously innovative tech Our AI-enabled platforms seamlessly integrate strategy, media, analytics, creative, and reporting to reveal insights and opportunities that would otherwise remain hidden. Harness the power of **IRIS**, our fully integrated marketing suite that orchestrates all our applications, and **TransparenSEE**, our game-changing local marketing dashboard. [Explore our platforms ](https://www.dacgroup.com/tech-platforms/) ![Logos for "Iris" with a colorful star design and "Transparency" with overlapping colors.](https://www.dacgroup.com/wp-content/uploads/2024/09/img-innovative-tech-1-1-480x320.jpg) ### 50 **years**in business ### 32 **major awards in 2023**including Agency of the Year ### 600 **employees**across 12 offices ## Stay one step ahead of emerging digital trends [View all resources ](https://www.dacgroup.com/discover/) [![Three people engaged in conversation, with the text "Future Forward: A Series of Marketing Predictions for 2025."](https://www.dacgroup.com/wp-content/uploads/2025/01/English.png)](https://www.dacgroup.com/2025predictions/) [### Future Forward: Marketing trends for 2025 ](https://www.dacgroup.com/2025predictions/) [WATCH VIDEOS ](https://www.dacgroup.com/2025predictions/) [![Collage featuring logos of Reddit, Meta, TikTok, and a robotic figure at the center.](https://www.dacgroup.com/wp-content/uploads/2024/12/Dec13-BiggestMarketingNews-417x268-1-1.jpg)](https://info.dacgroup.com/en-us/2024marketingrecap) [### Recapping the biggest marketing news of 2024 and what it means for 2025 ](https://info.dacgroup.com/en-us/2024marketingrecap) [Download white paper ](https://info.dacgroup.com/en-us/2024marketingrecap) [!["Google Agency Excellence Awards 2024 Winner USA & Canada, App Growth, DAC Group" with a green glass trophy.](https://www.dacgroup.com/wp-content/uploads/2024/12/Untitled-design-1.png)](https://www.dacgroup.com/awards/dac-wins-app-growth-award-at-googles-2024-agency-excellence-awards/) [### DAC Wins App Growth Award at Google’s 2024 Agency Excellence Awards ](https://www.dacgroup.com/awards/dac-wins-app-growth-award-at-googles-2024-agency-excellence-awards/) [Read Award Details ](https://www.dacgroup.com/awards/dac-wins-app-growth-award-at-googles-2024-agency-excellence-awards/) [View all resources ](https://www.dacgroup.com/discover/) New York ## Our offices [### Chicago ](https://www.dacgroup.com/contact/chicago/) [### New York ](https://www.dacgroup.com/contact/new-york/) [### Louisville ](https://www.dacgroup.com/contact/louisville/) [### Toronto ](https://www.dacgroup.com/contact/toronto/) [### Rochester ](https://www.dacgroup.com/contact/rochester/) [### Vancouver ](https://www.dacgroup.com/contact/vancouver/) [### Los Angeles ](https://www.dacgroup.com/contact/los-angeles/) [### Montréal ](https://www.dacgroup.com/contact/montreal/) [### Paris ](https://www.dacgroup.com/contact/paris/) [### London ](https://www.dacgroup.com/contact/london/) [### Madrid ](https://www.dacgroup.com/contact/madrid/) [### Munich ](https://www.dacgroup.com/contact/munich/) ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Amplify your reach with media-forward campaigns. Engage your audiences with local-forward strategies. Make data-forward decisions for measurable results. Drive outcomes with a performance-forward mindset. Get ahead with AI-forward innovations. Elevate your appeal with brand-forward solutions. [Let’s move forward ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/index.md --- title: "Home" date: 2026-10-15 published: 2024-07-25 author: "nmele" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/index.md" fr-ca: "https://www.dacgroup.com/fr-ca/index.md" de: "https://www.dacgroup.com/de/index.md" en-gb: "https://www.dacgroup.com/en-gb/index.md" fr: "https://www.dacgroup.com/fr/index.md" es: "https://www.dacgroup.com/es/index.md" --- # Home ## Drive powerful outcomes in a rapidly changing world When brand meets performance in our Enterprise-to-Local solutions. [Let’s talk ](https://www.dacgroup.com/contact/) ## Forward-thinking solutions Whether you need an **Enterprise-to-Local** strategy that scales seamlessly or a point solution for a specific challenge, we question convention and nurture new ideas to achieve bigger outcomes faster. It’s all supercharged by AI and guided by Proove, the intelligence layer that informs every decision across media, strategy, creative, and beyond. [view all services ](https://www.dacgroup.com/services/) ### ![Paid Media section - 1](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-media.png) Paid Media Full-funnel, personalized, integrated across channels and tactics, and aligned with the intent of users from the brand level down to their nearest local store. This is paid media the DAC Group way. [Digital ](/services/digital-media/) [Traditional & Offline ](/services/traditional-media/) ### ![Search Optimization section - 2](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-search.png) Search Optimization We build audience-first, AI-enhanced search strategies that integrate seamlessly with other tactics to dominate the SERP, reach untapped demand, and drive transformative outcomes. [SEO ](/services/search-optimization/) [Local SEO ](/services/local-seo/) ### ![Local Search section - 3](https://www.dacgroup.com/wp-content/uploads/2024/06/local-optimization.png) Local Search Location data is the foundation of all local search, empowering you to reach customers wherever they are. See how our full SERP solution leaves you free to focus on doing what you do best. [Local Presence Management ](/services/local-presence-management/) [Reputation Management ](/services/reputation-management/) ### ![Strategy section - 4](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-location.png) Strategy Navigate an unpredictable landscape—and get more from your marketing dollars—with actionable, data-driven strategies tailored for your business from the brand down to the local level. [Audience & Market ](/services/strategic-audience-market-insight/) [Content ](/services/content-strategy/) ### ![Creative section - 5](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-design.png) Creative Emotionally engage your audiences as they move through the journey to purchase with powerful, data-driven creative that matches their intent, aligns with strategic insights, and enhances every media dollar. [Creative Ideation ](/services/creative-ideation/) [Creative Production ](/services/creative-production/) ### ![Analytics section - 6](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-analytics.png) Analytics Unleash the true value of your data with [Proove](https://proove.dacgroup.com/), our in-house data intelligence practice. Our solutions don’t simply reinforce what you already know but drive bold business decisions for the future. [AI, Data, & Conversational Intelligence ](https://proove.dacgroup.com/services/ai-data-conversational-intelligence/) [Data Science & Predictive Analytics ](https://proove.dacgroup.com/services/data-science-predictive-analytics/) [Measurement & Optimization ](https://proove.dacgroup.com/services/measurement-optimization/) [Segmentation ](https://proove.dacgroup.com/services/segmentation/) [Data Strategy & MarTech ](https://proove.dacgroup.com/services/data-strategy-martech/) [Conversion & Experience Optimization ](https://proove.dacgroup.com/services/conversion-experience-optimization/) ### ![Development section - 7](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-dev.png) Development Our in-house team covers every critical discipline, giving DAC Group the knowledge and skill to repeatedly deliver data-informed, conversion-optimized digital experiences that drive transformational growth. [Web Development ](/services/web-development/) [Web Design ](/services/web-design/) [Data Integration ](/services/data-integration/) ## Intelligent technology for a competitive edge Our AI-enabled platforms turn complexity into clarity so you can move faster, adapt with confidence, and outperform the competition. Discover [IRIS](https://www.dacgroup.com/tech-platforms/iris/), the intelligence platform behind smarter marketing, and [TransparenSEE](https://www.dacgroup.com/tech-platforms/local-optimization/transparensee/), our proprietary local marketing platform built to help multi-location brands manage visibility and performance at scale. [Explore our tech ](https://www.dacgroup.com/tech-platforms/) ![Intelligent technology for a competitive edge](https://www.dacgroup.com/wp-content/uploads/2026/09/d2276c82f1ea2ed6af2b524075554adb0a390296-480x320.png) #### Solution forward ![slash](/wp-content/themes/dac/img/icons/slash.svg) #### Performance forward ![slash](/wp-content/themes/dac/img/icons/slash.svg) #### Innovation forward ![slash](/wp-content/themes/dac/img/icons/slash.svg) #### Data forward ![slash](/wp-content/themes/dac/img/icons/slash.svg) ![](/wp-content/themes/dac/img/icons/stop-white.svg) ![The Fresh Market Colored Logo](https://www.dacgroup.com/wp-content/uploads/2024/09/the-fresh-market-logo-color-1.svg) ## Driving foot traffic in a digital world Our partnership with The Fresh Market redefined grocery marketing in a highly competitive landscape. Discover how we turned fresh thinking into fresh foot traffic and significant sales growth. [Read the case study ](https://www.dacgroup.com/work/the-fresh-market/) Your browser does not support the video tag. ![Logo of Apex Tool Group with stylized mountain graphic.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-apextoolgroup.png) ![Bitcoin Depot logo with a hexagonal icon featuring a lightning bolt.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-bitcoin.png) ![Stylized chili pepper with the letter 'S'.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-chillis.png) ![Costa Vida logo, featuring a stylized wave icon to the left of the brand name.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-costavida.png) ![Logo of Crescent with stylized "C" and text.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-Crescent.png) ![Logo of Gearwrench with stylized "GW" emblem.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-gearwrench.png) ![Logo of "It's Just Wings" with an image of chicken wings in a bowl.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-itsjustwings.png) ![Lennox logo featuring stylized text with an oval swoosh.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-lennox.png) ![Maggiano's Little Italy logo.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-maggianos.png) ![PODS logo in black and white.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-pods.png) ![Signet Jewelers logo in gray text.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-signet.png) ![Logo of The Fresh Market with a leaf design.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-thefreshmarket.png) ![Winnebago logo in gray text.](https://www.dacgroup.com/wp-content/uploads/2024/09/louisville-logo-winnebego.png) ![Logo with the text "24 Hour" inside an oval.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-24hourfitness.png) ![Logo of Apple Bank with an apple graphic.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-apple-bank.png) ![Logo of Casella with "Established 1975" beneath it.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-casella.png) ![Del Taco logo featuring a stylized sun and mountain.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-deltaco.png) ![Elizabeth Arden New York logo.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-elizabeth-arden.png) ![Friendly's logo in gray script font.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-friendlys.png) ![Logo of Jack in the Box with stylized text.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-jack-in-box.png) ![Logo of Navy Federal Credit Union with a globe icon.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-navy-federal.png) ![Phillips 66 logo in shield shape.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-phillips68.png) ![Revlon logo in gray text.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-revlon.png) ![Logo of Wegmans in stylized gray script.](https://www.dacgroup.com/wp-content/uploads/2024/09/nyc-logo-wegmans.png) ![Logo of Bridgestone with the slogan "Solutions for your journey".](https://www.dacgroup.com/wp-content/uploads/2024/10/us-logo-bridgestone.png) ![Logo of Ashley with a simple house icon.](https://www.dacgroup.com/wp-content/uploads/2024/10/usa-logo-ashley.png) ![](/wp-content/themes/dac/img/icons/stop-black.svg) ![stop](/wp-content/themes/dac/img/icons/stop-white.svg) ![](/wp-content/themes/dac/img/icons/stop-white.svg) ![](/wp-content/themes/dac/img/icons/stop-white.svg) ## Built by creators, thinkers, experts DAC Group’s award-winning services, technology, and campaigns are the result of one thing only: incredibly talented people working together to tackle our clients’ unique business challenges. [Meet the Team ](https://www.dacgroup.com/about-us/our-team/) ### 50 **years**in business ### 46 **major awards in the past 2 years** including Agency of the Year ### 600 **employees**across 12 offices ## Stay one step ahead of emerging digital trends [View all resources ](https://www.dacgroup.com/discover/) [![Putting AI Agents to Work: Campaign Performance, Brand Discovery and Commerce](https://www.dacgroup.com/wp-content/uploads/2026/09/DAC-AI-Agents-Webinar-660x625-Blog1-1.jpg)](https://www.dacgroup.com/insights/webinars/putting-ai-agents-to-work-campaign-performance-brand-discovery-and-commerce/) [### Putting AI Agents to Work: Campaign Performance, Brand Discovery and Commerce ](https://www.dacgroup.com/insights/webinars/putting-ai-agents-to-work-campaign-performance-brand-discovery-and-commerce/) [REGISTER NOW ](https://www.dacgroup.com/insights/webinars/putting-ai-agents-to-work-campaign-performance-brand-discovery-and-commerce/) [![The 90% Problem – What AI and Tech Can’t Do for Local Marketing](https://www.dacgroup.com/wp-content/uploads/2026/10/ShiftHappens-Episode21-BlogImage.jpg)](https://www.dacgroup.com/insights/podcasts/the-90-problem-what-ai-and-tech-cant-do-for-local-marketing/) [### The 90% Problem – What AI and Tech Can’t Do for Local Marketing ](https://www.dacgroup.com/insights/podcasts/the-90-problem-what-ai-and-tech-cant-do-for-local-marketing/) [WATCH NOW ](https://www.dacgroup.com/insights/podcasts/the-90-problem-what-ai-and-tech-cant-do-for-local-marketing/) [![Meta Muse: How agentic AI could reshape the customer journey](https://www.dacgroup.com/wp-content/uploads/2026/10/Meta-Muse-Blog1-875x438-1.jpg)](https://www.dacgroup.com/insights/blog/paid-media/meta-muse-agentic-ai-customer-journey/) [### Meta Muse: How agentic AI could reshape the customer journey ](https://www.dacgroup.com/insights/blog/paid-media/meta-muse-agentic-ai-customer-journey/) [READ MORE ](https://www.dacgroup.com/insights/blog/paid-media/meta-muse-agentic-ai-customer-journey/) [View all resources ](https://www.dacgroup.com/discover/) New York ## Our offices [### Chicago ](https://www.dacgroup.com/contact/chicago/) [### New York ](https://www.dacgroup.com/contact/new-york/) [### Louisville ](https://www.dacgroup.com/contact/louisville/) [### Toronto ](https://www.dacgroup.com/contact/toronto/) [### Rochester ](https://www.dacgroup.com/contact/rochester/) [### Vancouver ](https://www.dacgroup.com/contact/vancouver/) [### Los Angeles ](https://www.dacgroup.com/contact/los-angeles/) [### Montréal ](https://www.dacgroup.com/contact/montreal/) [### Paris ](https://www.dacgroup.com/contact/paris/) [### London ](https://www.dacgroup.com/contact/london/) [### Madrid ](https://www.dacgroup.com/contact/madrid/) [### Munich ](https://www.dacgroup.com/contact/munich/) ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Amplify your reach with media-forward campaigns. Engage your audiences with local-forward strategies. Make data-forward decisions for measurable results. Drive outcomes with a performance-forward mindset. Get ahead with AI-forward innovations. Elevate your appeal with brand-forward solutions. [Let’s move forward ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/services/development.md --- title: "Development Category" date: 2026-07-20 published: 2024-10-22 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/services/development.md" fr-ca: "https://www.dacgroup.com/fr-ca/services/development.md" de: "https://www.dacgroup.com/de/dienstleistungen/development.md" en-gb: "https://www.dacgroup.com/en-gb/services/development.md" fr: "https://www.dacgroup.com/fr/services/development.md" es: "https://www.dacgroup.com/es/servicios/desarrollo.md" --- # Development Category [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Development Expert digital development brings your brand’s vision to life, creating seamless, data-informed experiences that engage users and drive measurable business outcomes. [LET’S TALK DEVELOPMENT ](https://www.dacgroup.com/contact/) [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Development Expert digital development brings your brand’s vision to life, creating seamless, data-informed experiences that engage users and drive measurable business outcomes. [LET’S TALK DEVELOPMENT ](https://www.dacgroup.com/contact/) ## Building digital experiences designed to convert Digital experiences should not only engage but also convert. Our in-house team of developers and production experts takes a holistic approach—combining technical acumen to create websites, landing pages, and applications that are conversion-optimized, scalable, and informed by user behavior. Powered by leading technologies and guided by strategic insights, every experience is designed to create meaningful interactions that fuel business growth. DEVELOPMENT SERVICES ## Web Development ## Web Design ## Data Integration ## Web Development We build digital experiences that are not only visually striking but accessible, scalable, and optimized for performance. From websites to store locators, every element works seamlessly to engage audiences and drive conversions. [Web Development ](https://www.dacgroup.com/services/web-development/) ![Person typing on a keyboard with two computer monitors displaying code.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-development-web-development-480x376.jpg) ![Person reviewing smartphone app wireframes at a desk with a keyboard, mouse, and computer monitor.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-development-web-design-480x376.jpg) ## Web Design Going beyond aesthetics, we create audience-focused designs that combine UX, UI, and accessibility compliance to deliver engaging experiences. It’s not just about looking good—it’s about designing environments that work! [Web Design ](https://www.dacgroup.com/services/web-design/) ## Data Integration Efficient operations start with unified data. Our team of developers and data engineers unify disparate systems, apps, and data into a singular view to optimize workflows, improve decision-making, and accelerate business outcomes—all while ensuring your operations run seamlessly across digital environments. [Data Integration ](https://www.dacgroup.com/services/data-integration/) ![Abstract digital futuristic background with blue and purple light streaks and data patterns.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-development-data-integration-480x376.jpg) System Architecture • Data Integration • Scalable Infrastructure## AI guides underpin scalable performance DAC develops AI-enabled systems within its technology stack to integrate data, automate workflows, and support continuous optimization. ![](https://www.dacgroup.com/wp-content/uploads/2024/10/Ai-banner-img-development-1.png) ## Powered by seriously innovative tech ![tech logo transparensee](https://www.dacgroup.com/wp-content/uploads/2024/09/logo-tech-transparensee.svg) ### TransparenSEE Effortlessly manage, monitor, and optimize local listing data across all sites. ![tech logo iris](https://www.dacgroup.com/wp-content/uploads/2024/09/logo-tech-iris.svg) ### IRIS Synchronize workflows, uncover insights, and harness data to power continuous optimization. [Explore our platforms ](/tech-platforms/) ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Amplify your reach with media-forward campaigns. Engage your audiences with local-forward strategies. Make data-forward decisions for measurable results. Drive outcomes with a performance-forward mindset. Get ahead with AI-forward innovations. Elevate your appeal with brand-forward solutions. [Let’s move forward ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/services/creative.md --- title: "Creative Category" date: 2026-07-20 published: 2024-10-22 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/services/creative.md" fr-ca: "https://www.dacgroup.com/fr-ca/services/creative.md" de: "https://www.dacgroup.com/de/dienstleistungen/creative.md" en-gb: "https://www.dacgroup.com/en-gb/services/creative.md" fr: "https://www.dacgroup.com/fr/services/creative.md" es: "https://www.dacgroup.com/es/servicios/creativos.md" --- # Creative Category [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Creative Craft and deliver emotionally resonant creative that aligns with audience intent, using our proprietary Brand Lens to tailor your brand’s essence for each platform. [LET’S TALK CREATIVE ](https://www.dacgroup.com/contact/) [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Creative Craft and deliver emotionally resonant creative that aligns with audience intent, using our proprietary Brand Lens to tailor your brand’s essence for each platform. [LET’S TALK CREATIVE ](https://www.dacgroup.com/contact/) ## Igniting your brand with creative that excites, inspires, and sells Audiences expect to see authentic creative that evokes emotion and drives action. Our proprietary Brand Lens allows for engaging, integrated creative that performs from the brand to the local level, across platforms and media channels. From social video to long-form articles, our creative process is informed by data, guided by insights, and powered by AI. CREATIVE SERVICES ## Creative Ideation ## Creative Production ## Creative Ideation Collaborating closely with experts in media, search, and strategy, our designers and copywriters devise creative strategies, tactics, and assets that create emotional connections with audiences and drive powerful business outcomes at scale. [Creative Ideation ](https://www.dacgroup.com/services/creative-ideation/) ![A woman taking a selfie in a busy, illuminated urban area with billboards.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-creative-creative-ideation-480x376.jpg) ![Person using a stylus on a graphics tablet in front of a computer monitor displaying an image editing software with a photo of a person in a yellow shirt.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-creative-creative-production-480x376.jpg) ## Creative Production We produce custom content at scale to bring your brand to life, engage and inspire your audiences, and drive powerful outcomes for your business. Our creative production process is informed by data, guided by insights, powered by AI, and spans all media channels, platforms, and formats, from video to the written word. [Creative Production ](https://www.dacgroup.com/services/creative-production/) Creative Insight • Performance Signals • Scalable Output## AI informs and enhances creative output DAC integrates AI into its creative framework to analyze performance data, guide ideation, and optimize assets while maintaining a human-centered approach. ![](https://www.dacgroup.com/wp-content/uploads/2024/10/Ai-banner-img-creative-1.png) ## Powered by seriously innovative tech ![tech logo transparensee](https://www.dacgroup.com/wp-content/uploads/2024/09/logo-tech-transparensee.svg) ### TransparenSEE Effortlessly manage, monitor, and optimize local listing data across all sites. ![tech logo iris](https://www.dacgroup.com/wp-content/uploads/2024/09/logo-tech-iris.svg) ### IRIS Synchronize workflows, uncover insights, and harness data to power continuous optimization. [Explore our platforms ](/tech-platforms/) ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Amplify your reach with media-forward campaigns. Engage your audiences with local-forward strategies. Make data-forward decisions for measurable results. Drive outcomes with a performance-forward mindset. Get ahead with AI-forward innovations. Elevate your appeal with brand-forward solutions. [Let’s move forward ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/services/search-optimization.md --- title: "Search Optimization Category" date: 2026-07-20 published: 2024-10-08 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/services/search-optimization.md" fr-ca: "https://www.dacgroup.com/fr-ca/services/search-optimization.md" de: "https://www.dacgroup.com/de/dienstleistungen/search-optimization.md" en-gb: "https://www.dacgroup.com/en-gb/services/search-optimisation.md" fr: "https://www.dacgroup.com/fr/services/search-optimization.md" es: "https://www.dacgroup.com/es/servicios/optimizacion-de-la-busqueda.md" --- # Search Optimization Category [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Search and AI optimization At a time of radical change in search platforms and user behavior, we help brands drive revenue today while future-proofing for in the incoming age of AI. [LET’S TALK SEARCH OPTIMIZATION ](https://www.dacgroup.com/contact/) [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Search and AI optimization At a time of radical change in search platforms and user behavior, we help brands drive revenue today while future-proofing for in the incoming age of AI. [LET’S TALK SEARCH OPTIMIZATION ](https://www.dacgroup.com/contact/) ## Unlocking the power of search As search behavior shifts with new platforms, new features, and innovations in AI, brands need to take an integrated, audience-based approach to search optimization. That’s why our award-winning, future-proofed, **Enterprise-to-Local** strategies are built around evolving audience needs and intent—from awareness to conversion—helping brands win today and into the future. SEARCH OPTIMIZATION SERVICES ## SEO ## Technical SEO, AI-Readiness, & Content Audits ## SEO Content ## Local SEO ## SEO Enhanced by DAC’s proprietary processes and tools, our AI-ready powered SEO strategies empower brands to own key themes for their businesses and prospects—and stand out on (and beyond) the SERP, in AI Overviews, and on LLM platforms. [SEO ](https://www.dacgroup.com/services/search-engine-optimization/) ![Man holding a glowing red neon tube against a dark brick wall.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-search-engine-seo-480x376.jpg) ![Person holding a magnifying glass over a laptop keyboard with an overlay of digital document graphics.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-search-engine-technical-seo-audit-480x376.png) ## Technical SEO, AI-Readiness, & Content Audits From improving crawlability for search engines and visibility within LLMs, and site structure to optimizing page speed and structured data, technical SEO enhances the user experience, making it easier for prospects to discover, engage with, and convert on your website. [Technical SEO ](https://www.dacgroup.com/services/search-engine-optimization/seo-audit/) ## SEO Content Align valuable content with user intent at every stage of the journey—from awareness to conversion—by targeting relevant topics and themes that drive impact. [SEO Content ](https://www.dacgroup.com/services/search-optimization/search-engine-optimization/seo-content/) ![Person using a smartphone with a blurred screen.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-search-engine-seo-content-480x376.jpg) ![Blurred motion of people on multiple escalators in a busy shopping mall.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-search-engine-local-seo-480x376.jpg) ## Local SEO Capture local search intent to maximize your brand’s discoverability in local searches, driving location-based engagement and increasing foot traffic to physical locations through maps and local listings. [Local SEO ](https://www.dacgroup.com/services/local-seo/) Search Intelligence • SERP Analysis • Future Visibility## AI improves resilience across evolving SERPs DAC leverages its search intelligence framework to apply AI in analyzing intent, SERP features, and algorithm shifts—ensuring visibility across both traditional and AI-driven search environments. ![](https://www.dacgroup.com/wp-content/uploads/2024/10/Ai-banner-img-search-optimization-1.png) ## Powered by seriously innovative tech ![tech logo transparensee](https://www.dacgroup.com/wp-content/uploads/2024/09/logo-tech-transparensee.svg) ### TransparenSEE Effortlessly manage, monitor, and optimize local listing data across all sites. ![tech logo iris](https://www.dacgroup.com/wp-content/uploads/2024/09/logo-tech-iris.svg) ### IRIS Synchronize workflows, uncover insights, and harness data to power continuous optimization. [EXPLORE OUR PLATFORMS ](https://www.dacgroup.com/tech-platforms/) ## FAQ ### Is SEO still worth investing in as AI and generative search continue to evolve? Short answer: Yes. As AI becomes more conversational, optimizing for natural language, answer user questions, [employing structured data](https://www.dacgroup.com/contact/), and having expert-led answers is even more important. Strong UX, E-E-A-T principles, and relevance continue to drive performance across both traditional and generative search experiences. Want to learn more about the impact of AI on SEO? [Let’s talk](https://www.dacgroup.com/contact/)! ### How can SEO performance be measured in the age of AI-generated search results? We now measure visibility within AI Overviews and LLM platforms, including citation frequency, share of voice, and where your brand is mentioned. We also track sentiment: positive, neutral, or negative, to understand perception. It’s no longer about being clicked, it’s about being seen, cited, and trusted within AI answers. Looking to evolve your organic performance data? [Let’s talk](https://www.dacgroup.com/contact/)! ### What does a modern enterprise SEO strategy look like? A modern enterprise SEO strategy is still rooted in the fundamentals such as technical health, E-E-A-T principles, [high-quality content](https://www.dacgroup.com/contact/), and UX, while adapting to AI-driven search and shifting user behavior. It extends beyond the traditional SERP, incorporating visibility and influence across platforms like Reddit and other forums, YouTube and other video platforms, and review sites. Today, SEO goes beyond the SERP and is about optimizing the entire digital footprint that search engines and AI models use to shape answers. Ready to modernize your enterprise SEO strategy? [Let’s talk](https://www.dacgroup.com/contact/)! ### Is content alone enough to succeed in SEO? No, but it remains essential. Even the best content won’t perform without a strong technical foundation, internal linking that makes sense, structured data, and positive brand mentions. Content that answers questions is what gets surfaced in the SERP and by AIOs and LLMs, but it still requires the right infrastructure to ensure it’s discovered, understood, and shown in both search and AI-driven results. Want to learn more about how to pair content with a strong SEO foundation? [Let’s talk](https://www.dacgroup.com/contact/)! ### How can large brands manage complex site architectures and extensive content footprints effectively? Strong governance is critical here. Guidelines for clear site architecture, internal linking, schema standards, and [technical best practices](https://www.dacgroup.com/contact/) that span all URLs should be set as a scalable, repeatable system. It also requires clear ownership and regular refreshes to ensure the approach remains up to date. Looking to manage a complex site? [Let’s talk](https://www.dacgroup.com/contact/)! ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Amplify your reach with media-forward campaigns. Engage your audiences with local-forward strategies. Make data-forward decisions for measurable results. Drive outcomes with a performance-forward mindset. Get ahead with AI-forward innovations. Elevate your appeal with brand-forward solutions. [Let’s move forward ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/services/strategy.md --- title: "Strategy Category " date: 2026-07-20 published: 2024-10-08 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/services/strategy.md" fr-ca: "https://www.dacgroup.com/fr-ca/services/strategy.md" de: "https://www.dacgroup.com/de/dienstleistungen/strategy.md" en-gb: "https://www.dacgroup.com/en-gb/services/strategy.md" fr: "https://www.dacgroup.com/fr/services/strategy.md" es: "https://www.dacgroup.com/es/servicios/estrategia.md" --- # Strategy Category  [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Strategy Strategy guides brands to leverage data-driven insights and proprietary technology to drive growth, optimize performance, and create lasting, meaningful engagement across the entire customer journey. [LET’S TALK STRATEGY ](https://www.dacgroup.com/contact/) [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Strategy Strategy guides brands to leverage data-driven insights and proprietary technology to drive growth, optimize performance, and create lasting, meaningful engagement across the entire customer journey. [LET’S TALK STRATEGY ](https://www.dacgroup.com/contact/) ## Accelerate your growth with data-driven strategies We combine **Enterprise-to-Local** expertise with cutting-edge technology and a data-driven approach, integrating market insights, audience behaviors, digital media, and content creation. The resulting strategies connect brands with their audiences and drive measurable impact across all touch points. STRATEGY SERVICES ## Audience & Market ## Digital Strategy ## Content Strategy ## Audience & Market Align your brand’s market position with the distinct needs of diverse local audiences to build deeper connections, address evolving needs, and maintain a competitive edge throughout the entire customer journey. [Audience & Market ](https://www.dacgroup.com/services/strategic-audience-market-insight/) ![Chess pieces arranged in a grid pattern with one red pawn among tan pawns.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-strategy-audient-and-market-480x376.jpg) ![A woman in an orange shirt leading a discussion with two people sitting at a table in an office setting.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-strategy-digital-strategy-480x376.jpg) ## Digital Strategy Integrate data, content, and media across platforms to not only reach but engage audiences with seamless, AI-futureproofed experiences that are powered by real-time insights and optimized to match user intent. [Digital Strategy ](https://www.dacgroup.com/services/digital-strategy/) ## Content Strategy Our strategies guide the creation of dynamic, relevant content that evolves with audience needs and market shifts, empowering your brand to make deeper connections, build loyalty, and fuel sustained growth across the entire funnel. [Content Strategy ](https://www.dacgroup.com/services/content-strategy/) ![A woman in a denim jacket holding shopping bags and using her smartphone.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-strategy-content-strategy-480x376.jpg) Market Intelligence • Data Synthesis • Strategic Direction## AI empowers translate insight into competitive strategy DAC’s strategy framework integrates AI to unify audience, market, and performance data—revealing patterns and informing decisions aligned with business growth. ![](https://www.dacgroup.com/wp-content/uploads/2024/10/Ai-banner-img-strategy-1.png) ## Powered by seriously innovative tech ![tech logo transparensee](https://www.dacgroup.com/wp-content/uploads/2024/09/logo-tech-transparensee.svg) ### TransparenSEE Effortlessly manage, monitor, and optimize local listing data across all sites. ![tech logo iris](https://www.dacgroup.com/wp-content/uploads/2024/09/logo-tech-iris.svg) ### IRIS Synchronize workflows, uncover insights, and harness data to power continuous optimization. [EXPLORE OUR PLATFORMS ](https://www.dacgroup.com/tech-platforms/) ## FAQ ### How should brands allocate budget across paid and organic channels? Budget allocation should follow audience intent and marginal return—not fixed channel splits. [DAC’s TotalSERP framework](https://www.dacgroup.com/services/analytics/web-analytics/) unifies paid, organic, and local search by analyzing the entire results page and aligning investment to query intent. High-commercial terms lean paid for control and speed; informational queries build long-term organic authority. [IRIS, our Generative Marketing Intelligence platform](https://www.dacgroup.com/tech-platforms/iris/), models reallocations in near real-time, incorporating MMM and incrementality insights to optimize contribution—not just clicks. For multi-location brands, our **Enterprise-to-Local** approach customizes budgets by market dynamics, ensuring national coherence with local precision and shifting spend based on performance signals. Want to learn more about how to allocate budget across paid and organic channels? [Let’s talk](https://www.dacgroup.com/contact/)! ### What does an integrated enterprise marketing strategy look like today? An integrated enterprise strategy connects data, media, content, and measurement into a continuous intelligence loop. It aligns investment to real customer journeys and defines clear roles across the funnel—while ensuring media and content strategy work together, not in silos. Creative, SEO, and paid teams plan around shared audience insights and business outcomes, reinforcing impact across touchpoints. DAC operationalizes this through **IRIS**, enabling scenario modeling and granular targeting down to postal code. Our [Enterprise-to-Local model](https://www.dacgroup.com/services/search-optimization/search-engine-optimization/seo-content/) maintains national brand guardrails while tailoring messaging, media mix, and investment by market conditions—measured through unified attribution and incrementality. Looking to modernize your integrated enterprise marketing strategy? [Let’s talk](https://www.dacgroup.com/contact/)! ### How can paid and organic search work together as one strategy? Paid and organic unify under [DAC’s TotalSERP methodology](https://www.dacgroup.com/services/analytics/web-analytics/), which treats the entire search results page as one battleground. TotalSERP classifies demand by intent and funnel stage, aligning SEM to transactional queries, SEO to informational authority-building, and local optimization to geo-intent searches. The platform integrates visibility across AI Overviews, local packs, featured snippets, and traditional placements. Shared dashboards measure combined contribution, not siloed KPIs. For multi-location brands, **Enterprise-to-Local** applications tailor paid and organic mix by market strength, ensuring efficient coverage and eliminating overlap or visibility gaps. Curious about how to increase your holistic search strategy effectiveness? [Let’s talk](https://www.dacgroup.com/services/search-optimization/search-engine-optimization/seo-audit/)! ### How should brands adapt strategy in an AI-influenced search landscape? Search now spans multiple surfaces—Google AI Overviews, LLM-based engines like Perplexity, traditional SERPs, retail search, and social platforms. Visibility depends on more than rankings; brands must earn inclusion within AI-generated answers. Through **TotalSERP**, DAC analyzes coverage across these evolving surfaces, ensuring intent-aligned paid, organic, and local strategies. Success requires authoritative, structured content that AI can cite—plus a distributed content footprint across Reddit, TikTok, YouTube, and community platforms, which help AI systems discover, interpret, and validate brand authority. In this way, modern search optimization has moved beyond the brand website. Need expert guidance on how to incorporate AI platforms into your search strategy? [Let’s talk](https://www.dacgroup.com/contact/)! ### How can brand-level strategy connect to store, branch, or location performance? Brand strategy connects to store performance through DAC’s **Enterprise-to-Local** operating model—balancing national guardrails with local precision. IRIS processes CRM, POS, audience, and postal code-level data to identify high-value demand clusters and guide localized media investment. Execution is reinforced by optimized listings, local SEO, and paid support tailored to each market. Unified measurement—including localized MMM and incrementality testing—feeds results back into planning, enabling rapid reallocation toward proven tactics. The result: scalable brand coherence paired with location-level impact in traffic, leads, and revenue. Want to learn more about Enterprise-to-local? [Let’s talk](https://www.dacgroup.com/contact/)! ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Amplify your reach with media-forward campaigns. Engage your audiences with local-forward strategies. Make data-forward decisions for measurable results. Drive outcomes with a performance-forward mindset. Get ahead with AI-forward innovations. Elevate your appeal with brand-forward solutions. [Let’s move forward ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/services/location-optimization.md --- title: "Local Search" date: 2026-07-20 published: 2024-10-08 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/services/location-optimization.md" fr-ca: "https://www.dacgroup.com/fr-ca/services/location-optimization.md" de: "https://www.dacgroup.com/de/dienstleistungen/location-optimization.md" en-gb: "https://www.dacgroup.com/en-gb/services/location-optimization.md" fr: "https://www.dacgroup.com/fr/services/location-optimization.md" es: "https://www.dacgroup.com/es/servicios/optimizacion-de-localizacion.md" --- # Local Search [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Local Search Our AI-driven local search approach helps multi-location enterprises succeed in local SEO by strengthening the foundational signals that fuel visibility across search engines, maps, and AI-powered discovery experiences. [LET’S TALK LOCAL SEARCH ](https://www.dacgroup.com/contact/) [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Local Search Our AI-driven local search approach helps multi-location enterprises succeed in local SEO by strengthening the foundational signals that fuel visibility across search engines, maps, and AI-powered discovery experiences. [LET’S TALK LOCAL SEARCH ](https://www.dacgroup.com/contact/) ## Engage your audiences down to the local level To succeed in today’s local search landscape, you need both human expertise and a high-performing, AI-enabled platform. Built on our **Enterprise-to-Local** framework, active management, and our proprietary TransparenSEE platform, DAC Group’s local search services empower multi-location brands to deploy hyper-local SEO tactics alongside national strategies, driving measurable results across their entire footprint. LOCAL SEARCH SERVICES ## Local Presence Management ## Reputation Management ## Local Presence Management Combined with managed service, our technology builds trust and drives conversions by making it easier for customers to find and interact with your brand at the local level, driving measurable lower-funnel discovery and engagement. [Local Presence Management ](https://www.dacgroup.com/services/location-optimization/local-presence-management/) ![Aerial view of a city intersection with roads, buildings, and location pins marked on various points.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-local-optimization-local-presence-management-480x376.png) ![A woman with glasses talks on a smartphone while using a laptop at a desk. Two customer reviews with star ratings are overlaid; one is highly positive, and the other is mixed.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-local-optimization-reputation-management-480x376.jpg) ## Reputation Management Our AI-powered reputation management is a vital component of any full-funnel media strategy, shaping brand perception, reinforcing confidence, and revealing actionable insights directly from your customers. [Reputation Management ](/services/reputation-management/) Data Centralization • Listings Sync • Local Performance## Turn Location Data Into a Competitive Advantage DAC’s location data engine, TransparenSEE, aggregates listings, reviews, and local signals to deliver actionable insights—ensuring brand consistency and measurable local impact at scale. ![](https://www.dacgroup.com/wp-content/uploads/2024/10/Ai-banner-img-location-optimization-1.png) ## Powered by seriously innovative tech ![tech logo transparensee](https://www.dacgroup.com/wp-content/uploads/2024/09/logo-tech-transparensee.svg) ### TransparenSEE Effortlessly manage, monitor, and optimize local listing data across all sites. ![tech logo iris](https://www.dacgroup.com/wp-content/uploads/2024/09/logo-tech-iris.svg) ### IRIS Synchronize workflows, uncover insights, and harness data to power continuous optimization. [Explore our platforms ](/tech-platforms/) ## FAQ ### How can a business appear in location-based and 'near me' searches? By optimizing its local presence across search engines and map platforms. This includes claiming and [managing business listings](https://www.dacgroup.com/contact/), ensuring consistent NAP (name, address, phone) data on Tier 1 directories, optimizing Google Business Profiles, earning positive reviews, and building localized website content. Ongoing optimization and performance monitoring are essential to maintain visibility and competitiveness in local search results. Want to learn more about how to boost local visibility? [Let’s talk](https://www.dacgroup.com/contact/)! ### How does attribution work between Local, SEO, and Paid Search? Attribution between Local, SEO, and Paid Search depends on the tracking model in place (e.g., last-click, first-click, or multi-touch). Local efforts often drive discovery through map views, calls, and direction requests, while SEO captures organic website visits and Paid Search drives immediate, intent-based clicks. [Multi-touch attribution](https://www.dacgroup.com/contact/) provides the clearest view by measuring how channels assist one another across the full customer journey. Ready to improve your search attribution? [Let’s talk](https://www.dacgroup.com/tech-platforms/local-optimization/location-pages/)! ### How does responding to reviews impact local search performance? Responding to [reviews strengthens local search performance](https://www.dacgroup.com/services/location-optimization/reputation-management/) by signaling engagement, trust, and relevance to search engines. Active responses improve consumer confidence, increase conversion rates, and encourage additional reviews, which are a key local ranking factor. Consistent review management also supports higher star ratings and keyword relevance, both of which can positively influence visibility in map and local pack results. Curious about the impact of reputation management? [Let’s talk](https://www.dacgroup.com/contact/)! ### How can enterprise brands manage thousands of listings without sacrificing quality? Enterprise brands can manage thousands of listings by [combining centralized technology with expert oversight](https://www.dacgroup.com/tech-platforms/local-optimization/transparensee/). A scalable platform ensures data accuracy, bulk updates, and real-time monitoring across publishers, while local optimization and governance processes maintain quality. Dedicated management teams, automated alerts, and performance reporting help protect brand standards, improve accuracy, and drive consistent local visibility at scale. Looking to scale your listings management? [Let’s talk](https://www.dacgroup.com/contact/)! ### How does local search optimization impact in-store traffic and revenue? Local search optimization increases in-store traffic and revenue by capturing high-intent consumers searching for nearby products or services. Accurate listings, strong reviews, and optimized profiles drive more map views, calls, and direction requests, which translate into store visits. Improved visibility in local and “near me” results ensures brands connect with customers at the moment they are ready to act. Curious about the real world impact of local search? [Let’s talk](https://www.dacgroup.com/services/location-optimization/local-presence-management/)! ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Amplify your reach with media-forward campaigns. Engage your audiences with local-forward strategies. Make data-forward decisions for measurable results. Drive outcomes with a performance-forward mindset. Get ahead with AI-forward innovations. Elevate your appeal with brand-forward solutions. [Let’s move forward ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/services/analytics.md --- title: "Analytics" date: 2026-10-14 published: 2024-10-08 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/services/analytics.md" fr-ca: "https://www.dacgroup.com/fr-ca/services/analytics.md" de: "https://www.dacgroup.com/de/dienstleistungen/analytics.md" en-gb: "https://www.dacgroup.com/en-gb/services/analytics.md" fr: "https://www.dacgroup.com/fr/services/analytics.md" es: "https://www.dacgroup.com/es/servicios/analitica.md" --- # Analytics [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Where analytics ignite action Proove by DAC, our analytics center of excellence, transforms data into business momentum. [EXPLORE PROOVE ](https://proove.dacgroup.com/) [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Where analytics ignite action Proove by DAC, our analytics center of excellence, transforms data into business momentum. [EXPLORE PROOVE ](https://proove.dacgroup.com/) ## Who is Proove? Proove is DAC’s dedicated analytics arm, built to turn complex data into clear, actionable strategies. With a sharp focus on insight, performance, and impact, Proove transforms raw numbers into confident decisions—and measurable growth. [Learn More](https://proove.dacgroup.com/) ![Best AI-Driven BI Tool](https://www.dacgroup.com/wp-content/uploads/2024/10/global-tech-2.jpeg) ### Best AI-Driven BI Tool Global Business Tech Awards ![Most Innovative Independent Media Agency Digiday](https://www.dacgroup.com/wp-content/uploads/2024/10/digiday-2.jpeg) ### Most Innovative Independent Media Agency Digiday Digiday Media Buying & Planning Awards ![Powered by data](https://www.dacgroup.com/wp-content/uploads/2024/10/snowflake-openai-logos-1.jpeg) ### Powered by data Strengthened by strategic tech partnerships. ## How Proove powers DAC Proove supports every DAC service by translating data into smarter decisions, sharper strategy, and stronger outcomes. Here are just a few ways that impact comes to life across our integrated offering. [EXPLORE PROOVE ](https://proove.dacgroup.com/) ### ![Local Optimization section - 1](https://www.dacgroup.com/wp-content/uploads/2024/06/local-optimization.png) Local Optimization Location-level insights reveal how visibility, engagement, and customer sentiment vary across markets. By connecting listing, reputation, and performance data, Proove uncovers actionable opportunities at the local level. Those insights help teams prioritize the strategies that will have the greatest impact across the network. ### ![Paid Media section - 2](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-media.png) Paid Media Bringing media performance, audience behavior, and business outcomes together creates a clearer view of what is driving results. Proove helps identify opportunities to refine targeting, optimize spend, and improve efficiency across campaigns. The result is more informed investment decisions and stronger performance. ### ![SEO section - 3](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-search.png) SEO Search visibility is influenced by a complex mix of content, technical factors, and user behavior. Proove surfaces the trends and opportunities hidden within that data, helping teams focus on the actions most likely to improve organic performance. This allows SEO strategies to be guided by evidence rather than assumptions. ### ![Creative Production section - 4](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-design.png) Creative Production The most effective creative is informed by how audiences actually engage. By connecting asset performance to customer behavior, Proove helps teams understand which messages, formats, and experiences resonate most. Those insights support ongoing creative refinement and stronger campaign results. ### ![Content Strategy section - 5](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-location.png) Content Strategy Audience interests, engagement patterns, and content performance all provide valuable signals for planning. Proove brings those signals together to identify high-value topics, uncover content gaps, and prioritize opportunities. The result is a content strategy that is more relevant, effective, and aligned with business goals. ### ![Digital Strategy section - 6](https://www.dacgroup.com/wp-content/uploads/2024/06/icon-dev.png) Digital Strategy Strong strategy starts with a clear understanding of performance, opportunity, and market dynamics. Through benchmarking, forecasting, and cross-channel analysis, Proove helps connect marketing activity to measurable business outcomes. This gives teams the confidence to make smarter decisions across the customer journey. Data Integration • Insight Generation • Decision Enablement## AI transforms complexity into clarity Guided by Proove, our analytics center of excellence, we use AI to integrate disparate data, generate predictive insights, and enable faster decision-making across the organization. ![](https://www.dacgroup.com/wp-content/uploads/2024/10/Ai-banner-img-analytics-1.png) ![](https://www.dacgroup.com/wp-content/uploads/2024/10/analytics-collage-1.jpeg) ## Explore more with Proove Want to go deeper into how we turn data into action? Explore our tools, platforms, and thought leadership—and find out how we accelerate performance through tailored services and AI-powered solutions. ### OUR SPECIALIZATIONS INCLUDE ### [Business Intelligence](https://proove.dacgroup.com/services/ai-data-conversational-intelligence/business-intelligence/) ### [Data Science and Predictive Analytics](https://proove.dacgroup.com/services/data-science-predictive-analytics/) ### [Conversion and Experience Optimization](https://proove.dacgroup.com/services/conversion-experience-optimization/) [Explore Proove By DAC ](https://proove.dacgroup.com/) ## Let's get started! Turn overlooked data into impact. Let's talk and spark real change. [PARTNER WITH PROOVE ](https://proove.dacgroup.com/) --- https://www.dacgroup.com/services/paid-media.md --- title: "Paid Media" date: 2026-07-20 published: 2024-10-08 author: "aguzman" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/services/paid-media.md" fr-ca: "https://www.dacgroup.com/fr-ca/services/paid-media.md" de: "https://www.dacgroup.com/de/dienstleistungen/paid-media.md" en-gb: "https://www.dacgroup.com/en-gb/services/paid-media.md" fr: "https://www.dacgroup.com/fr/services/paid-media.md" es: "https://www.dacgroup.com/es/servicios/medios-de-pago.md" --- # Paid Media [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Full-funnel paid media Our full-funnel media programs are designed to support every stage of the customer decision journey, seamlessly blending branding and performance efforts to power transformative outcomes. [LET’S TALK ](https://www.dacgroup.com/contact/) [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Full-funnel paid media Our full-funnel media programs are designed to support every stage of the customer decision journey, seamlessly blending branding and performance efforts to power transformative outcomes. [LET’S TALK ](https://www.dacgroup.com/contact/) ## Drive full-funnel growth through paid media From awareness-driven channels to high-intent tactics, DAC Group’s paid media campaigns build brand recognition and drive conversions. Utilizing our unique framework—**Thinking, Planning, Doing, Feeling**—we align messaging and media to move prospects from discovery to action, improving brand perception while driving measurable uplifts in business performance. PAID MEDIA SERVICES ## Digital Media ## Search Engine Marketing ## Programmatic & Display ## Social Media ## Traditional & Offline Media ## Digital Media DAC Group’s paid digital media solutions engage customers and prospects across the entire funnel, integrating data, insights, and the latest technology to deliver both brand and performance outcomes. [Digital Media ](/services/digital-media/) ![A view of Earth from space at night, showing illuminated cities and a dark sky above.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-paid-media-digital-media-480x376.jpg) ![Angled view of a dark-themed Google search homepage.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-paid-media-search-engine-marketing-480x376.jpg) ## Search Engine Marketing As generative AI expands SEM’s reach into upper-funnel searches, we deploy SEM as not only a performance tool but also a strategic channel for nurturing leads throughout the customer journey. [Search Engine Marketing ](/services/digital-media/search-engine-marketing/) ## Programmatic & Display From CTV to DOOH, we use programmatic and display advertising to drive upper-funnel awareness, deliver highly targeted mid-funnel engagement to drive prospects to conversion. [Programmatic & Display ](/services/digital-media/programmatic-display/) ![Banners with the text "ACACIA" and slogans about healthier home living, featuring green backgrounds and abstract leaf designs.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-paid-media-programmatic-display-480x376.jpg) ![Person holding a smartphone displaying a video call with a smiling woman wearing glasses.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-paid-media-social-media-480x376.jpg) ## Social Media Social media’s deep, self-selected signals—such as behaviors, interests, and brand interactions—empower DAC Group to build awareness and engage users at every stage, from broad discovery to precise retargeting. [Social Media ](/services/digital-media/social-media/) ## Traditional & Offline Media We integrate traditional and offline media with digital efforts to drive multi-channel engagement, supporting conversion efforts by amplifying message recall and brand credibility. [Traditional & Offline Media ](/services/traditional-media/) ![Times Square filled with large billboards and advertisements on high-rise buildings.](https://www.dacgroup.com/wp-content/uploads/2024/10/services-page-paid-media-traditional-offline-media-480x376.jpg) Media Intelligence • Real-Time Optimization • Measurable Growth## AI supports optimization of investment across the full media ecosystem DAC integrates AI within its proprietary media framework to unify audience signals, bidding strategies, and cross-channel performance data. By combining platform algorithms with DAC’s technology stack, we optimize spend allocation, uncover incremental revenue opportunities, and connect media investment to both digital and in-store outcomes. ![](https://www.dacgroup.com/wp-content/uploads/2024/10/Ai-banner-img-paid-media-1.png) ## Powered by seriously innovative tech ![tech logo transparensee](https://www.dacgroup.com/wp-content/uploads/2024/09/logo-tech-transparensee.svg) ### TransparenSEE Effortlessly manage, monitor, and optimize local listing data across all sites. ![tech logo iris](https://www.dacgroup.com/wp-content/uploads/2024/09/logo-tech-iris.svg) ### IRIS Synchronize workflows, uncover insights, and harness data to power continuous optimization. [Explore our platforms ](https://www.dacgroup.com/tech-platforms/) ## FAQ ### What is the best way to measure media performance today? Modern measurement should focus on the impact to your business, not siloed channel metrics. That means combining platform data with [incrementality testing](https://www.dacgroup.com/tech-platforms/totalserp/), attribution models, and marketing mix modeling (MMM) to understand what’s truly driving growth. Want to learn more about media measurement methods? [Let’s talk](https://www.dacgroup.com/contact/)! ### How can brands connect digital media performance to real-world business outcomes? By blending media data with business data such as sales, store visits, CRM activity, and customer lifetime value. The goal is to move beyond platform metrics to understand how media actually influences your business. Ready to connect marketing performance to business outcomes? [Let’s talk](https://www.dacgroup.com/contact/)! ### How should brands balance national and local media activation? The goal is to balance national scale for awareness and consistent messaging with local relevance based in locally-tailored media, creative, and budgets based on the realities of each market. [DAC’s Enterprise to Local](https://www.dacgroup.com/contact/) approach connects these layers using data to adapt campaigns by region, market demand, and store performance while maintaining unified brand strategy and measurement. Curious about how to balance national vs local? [Let’s talk](https://www.dacgroup.com/contact/)! ### What are the advantages of working with an independent media agency? Flexibility, transparency and a partnership based on client outcomes rather than on a parent company’s mandates. Interested to learn more about what sets an independent media agency apart? [Let’s talk](https://www.dacgroup.com/services/paid-media/digital-media/)! ### How can full-funnel media strategies support both ecommerce and in-location outcomes? Upper-funnel channels build awareness and reach new audiences, while mid- and lower-funnel tactics capture intent and drive conversions. By constructing [full-funnel strategies](https://www.dacgroup.com/services/strategy/) that align messaging, targeting, and measurement across channels, brands can influence both ecommerce transactions and in-store visits. Looking to support both e-commerce and in-location marketing campaigns? [Let’s talk](https://www.dacgroup.com/contact/)! ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Amplify your reach with media-forward campaigns. Engage your audiences with local-forward strategies. Make data-forward decisions for measurable results. Drive outcomes with a performance-forward mindset. Get ahead with AI-forward innovations. Elevate your appeal with brand-forward solutions. [Let’s move forward ](https://www.dacgroup.com/contact/) --- https://www.dacgroup.com/services/strategy/digital-strategy.md --- title: "Digital Strategy" date: 2026-07-20 published: 2024-09-11 author: "aguzman" featured_image: "https://www.dacgroup.com/wp-content/uploads/2024/06/strategy-1.jpg" lang: en translations: en-ca: "https://www.dacgroup.com/en-ca/services/strategy/digital-strategy.md" fr-ca: "https://www.dacgroup.com/fr-ca/services/strategy/strategie-numerique.md" de: "https://www.dacgroup.com/de/dienstleistungen/strategy/digital-strategie.md" en-gb: "https://www.dacgroup.com/en-gb/services/strategy/digital-strategy.md" fr: "https://www.dacgroup.com/fr/services/strategy/strategie-digitale.md" es: "https://www.dacgroup.com/es/servicios/estrategia/estrategia-digital.md" --- # Digital Strategy [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Digital transformation We seamlessly integrate strategy, content, media, and analytics to transform your brand’s customer experiences and drive powerful business outcomes. [LET’S TALK DIGITAL STRATEGY ](https://www.dacgroup.com/contact/) [DAC](https://www.dacgroup.com/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Insights](https://www.dacgroup.com/insights/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Blog](https://www.dacgroup.com/insights/blog/)![](https://www.dacgroup.com/wp-content/themes/dac/img/chevron-right-white.svg)[Paid Media](https://www.dacgroup.com/insights/blog/paid-media/) # Digital transformation We seamlessly integrate strategy, content, media, and analytics to transform your brand’s customer experiences and drive powerful business outcomes. [LET’S TALK DIGITAL STRATEGY ](https://www.dacgroup.com/contact/) Jump to: Our digital strategy capabilities Our expertise AI-powered insights Complementary DAC services Digital strategy in action FAQs - [Our digital strategy capabilities](#services) - [Our expertise](#services-carousel) - [AI-powered insights](#text-image) - [Complementary DAC services](#services-2) - [Digital strategy in action](#text-image-2) - [FAQs](#faq) ## Transform insights into outcomes Are your customer experiences delivering value in a fast-changing digital landscape? With proprietary tech and advanced analytics, DAC Group can unlock the deep insights needed to power bold decisions across your business. That’s why we’re your digital transformation partner. [LET’S TALK DIGITAL STRATEGY ](https://www.dacgroup.com/contact/) ### Digital transformation roadmap We craft cohesive digital roadmaps and execution plans that synergize media, content, and analytics to elevate your brand’s digital presence and drive transformational results—whether you’re digitizing certain services for the first time or building a state-of-the-art omnichannel experience. ### Stakeholder alignment We conduct in-depth stakeholder interviews and run detailed workshops to align your decision-makers and chart a path to success. After all, transformation only works if people and processes unite behind a common purpose and goal. ### Data and insight synthesis We meet our clients at the intersection of real-world data and strategic insights to provide clear, actionable guidance that informs decisions and, ultimately, optimizes outcomes. Scenario Modeling • Forecasting • Adaptive Planning## AI assists enable continuous optimization We leverages AI within our planning methodology to model scenarios, forecast performance, and refine strategies in response to evolving conditions. ![](https://www.dacgroup.com/wp-content/uploads/2024/10/Ai-banner-img-strategy-1.png) ## Expertly navigate the digital landscape with an **award-winning agency** ![Podium with a star icon on a black background.](https://www.dacgroup.com/wp-content/uploads/2024/06/stat-marketing-leadership-480x274.jpg) ### Marketing leadership Independent agency with 50+ years of generating powerful business outcomes. ![Performance Marketing Awards](https://www.dacgroup.com/wp-content/uploads/2024/06/award-perfomance-marketing-480x274.jpg) ### Best Team in Performance Marketing for our unwavering dedication and collaborative spirit. !["US Agency Awards" text in a white border on a black background.](https://www.dacgroup.com/wp-content/uploads/2024/06/award-US-agency-awards-480x274.jpg) ### Marketing Agency of the Year for our commitment to industry excellence and exceptional client results. ![Iris Laptop logo](https://www.dacgroup.com/wp-content/uploads/2024/06/iris-laptop.svg) ### Elevate your digital strategy with AI Ready to harness deep insights and actionable data to drive strategic decisions and exceed your business goals? Discover IRIS, our integrated, AI-powered marketing suite designed to optimize your strategy at every turn. [EXPLORE IRIS ](https://www.dacgroup.com/tech-platforms/iris/) ## Proprietary tech built for powerful outcomes ![Total SERP logo](https://www.dacgroup.com/wp-content/uploads/2024/08/logo-tech-totalserp.svg) ### TotalSERP Orchestrate cohesive search strategies to dominate across paid, organic, and local. ![transparensee logo](https://www.dacgroup.com/wp-content/uploads/2024/08/logo-tech-transparensee.svg) ### TransparenSEE Effortlessly manage, monitor, and optimize local listing data across all sites. ![gaurdrail](https://www.dacgroup.com/wp-content/uploads/2024/08/logo-tech-gaurdrail.svg) ### Guardrail Supercharge AI productivity by streamlining interactions and maximizing efficiency. ![highlander logo](https://www.dacgroup.com/wp-content/uploads/2024/08/logo-tech-highlander.svg) ### Highlander Streamline analytics and reporting, enhancing decision-making across marketing channels. [Explore Our Tech ](https://www.dacgroup.com/tech-platforms/) ## Seamlessly integrated for impact Digital strategy can effectively address individual business challenges. It can also be integrated across disciplines to maximize digital transformation efforts. This holistic approach ensures strategies work in harmony to amplify impact and accelerate results. ### COMPLEMENTARY OFFERINGS ### [Content Strategy ](https://www.dacgroup.com/services/strategy/content-strategy/) ### [Data Integration ](https://www.dacgroup.com/services/development/data-integration/) ### [Audience and Market Insights ](https://www.dacgroup.com/services/strategy/strategic-audience-market-insight/) [SEE ALL SERVICES ](https://www.dacgroup.com/services/) ## Digital strategy in action ![Abstract blue light trails on a black background.](https://www.dacgroup.com/wp-content/uploads/2024/06/content-strategy-featured-1.png) ### Navigating AI disruption: A CMO’s strategic blueprint Discover the disruptive impact of generative AI on marketing. From ChatGPT to DALL-E 3, explore how these technologies are transforming businesses, particularly in marketing and sales. Learn how AI eliminates repetitive tasks and optimizes productivity—and get concrete strategies for integrating AI into your processes. [DOWNLOAD THE WHITEPAPER ](https://info.dacgroup.com/navigating-ai-disruption-a-cmos-strategic-blueprint) ## FAQ ### What does a modern digital strategy need to account for that a three-year roadmap no longer can? A [modern digital strategy](https://www.dacgroup.com/services/strategy/strategic-audience-market-insight/) needs to operate as a living decision model, not a static roadmap. Consumer behavior is shifting, media consumption is fragmenting, privacy constraints are reshaping measurement, and AI is changing how people discover and evaluate brands. DAC brings search, media, analytics, content, social, and local expertise into one operating rhythm so brands can prioritize clearly, test intelligently, and adapt without becoming reactive. ### In an environment shaped by AI, privacy, and budget pressure, where should a brand focus first? Digital and [content strategy](https://www.dacgroup.com/services/strategy/content-strategy/) in the AI and privacy era should focus on the places where intent, trust, measurement, and customer value can still be understood with confidence. As deterministic tracking becomes less reliable, brands need probabilistic measurement approaches such as MMM, incrementality testing, and experimentation to understand total business impact. That means evaluating how digital experiences influence the full customer journey, including offline outcomes, local performance, and long-term growth. ### What would a strategy look like if it were built around intent, contribution, and business outcomes rather than channel silos? An [intent-based marketing strategy](https://www.dacgroup.com/services/search-optimization/search-engine-optimization/) is increasingly important because people express and validate intent across many surfaces: search engines, AI summaries, social platforms, reviews, creators, maps, and local listings. DAC’s TotalSERP approach helps brands understand visibility more holistically, connecting paid, organic, local, and reputation signals to the same customer journey. That makes it easier to plan around moments of influence, not just individual channels. ### Why do so many integrated strategies still leave paid, organic, and local efforts working in parallel? [Integrated marketing strategy gaps](https://www.dacgroup.com/services/paid-media/digital-media/search-engine-marketing/) usually persist when teams share a campaign calendar but not a real operating model for audiences, intent, measurement, and handoffs. Fragmented discovery makes those gaps more costly because customers move fluidly between paid, organic, social, AI, reviews, and local touchpoints. For enterprise-to-local brands, shared guardrails and integrated planning help preserve consistency while allowing market-level adaptation where it drives performance. ### When leadership asks for efficiency without sacrificing growth, what tradeoffs should strategy make explicit? An [efficient growth strategy](https://www.dacgroup.com/tech-platforms/totalserp/) should make tradeoffs visible between short-term capture and long-term demand creation. That is more complex as attention fragments and consumers rely on AI, social proof, reviews, creators, and local signals to make decisions. A TotalSERP-informed view helps connect visibility, intent, reputation, and performance signals, so brands can identify where efficiency is real, where demand needs to be built, and where investment protects future growth. ![|||](https://www.dacgroup.com/wp-content/uploads/2024/12/Blog-articles-Banners-3-480x240.jpg) [### Crafting precision content using large language models ](https://www.dacgroup.com/insights/blog/strategy/crafting-precision-content-using-large-language-models/) ![AI for content: Brand alignment in the age of generative media](https://www.dacgroup.com/wp-content/uploads/2024/06/header-blog-1-42-480x240.jpg) [### AI for content: Brand alignment in the age of generative media ](https://www.dacgroup.com/insights/blog/strategy/ai-for-content-brand-alignment-in-the-age-of-generative-media/) ![Control Button](/wp-content/themes/dac/img/icons/stop-black.svg)## Amplify your reach with media-forward campaigns. Engage your audiences with local-forward strategies. Make data-forward decisions for measurable results. Drive outcomes with a performance-forward mindset. Get ahead with AI-forward innovations. Elevate your appeal with brand-forward solutions. [Let’s move forward ](https://www.dacgroup.com/contact/) --- end > Truncated at 2 MB. Remaining pages are listed in /llms.txt and can be fetched individually.