CHICAGO, IL – At LSA18, an industry conference hosted by the Local Search Association, Broadly’s CEO and Co-Founder Josh Melick provided his perspective on how changing consumer habits are pushing SaaS companies and other providers to adapt and evolve to more effectively serve local businesses.
The panel, moderated by Neal Polachek, also included Louise Lachmann (CEO & Co-Founder of Mono Solutions), Sandy Lohr (CEO of Matchcraft), and Allyson Van Houten (Senior Marketing Manager at MailChimp). Executives discussed broad themes of consumer needs, how businesses can leverage existing solutions, and the future landscape of marketing technology.
All were in agreement that change has primarily been driven by today’s consumers, who are increasingly seeking more personalized engagement with local businesses. Business owners and managers are, in turn, tasked with providing an exceptional customer experience – on par with larger companies. “We all want to help the little guy,” said Josh, “but if it’s too much work, I’m just going to Amazon.”
As a result, it’s up to local marketing solutions, like Broadly, to ease the burden on local business owners and facilitate connections and conversations with consumers. A large part of the solution involves mobile platforms, which was another important theme among panel members. Mobile was emphasized not only as a means for businesses to interact with consumers who are constantly on the go, but also to run their operations from mobile devices.
Josh also noted the ongoing importance of a business’s website, which can no longer be static. A business’s website must serve as a true communications hub, he said, where business owners are responsive and engaged with all incoming leads and questions.
Finally, the panel discussed the future of the marketing technology landscape, noting the importance of integrations, the likelihood of further industry consolidation, and the potential for increased regulation. As these changes take place, marketing technology companies must keep business owners informed and connected.
To learn more about the panel, visit the LSA18 blog.