Marketers need to approach their marketing challenges as business challenges, said Mark Avedissian, managing director of online marketing company ReachLocal. Many of those challenges can be attacked with digital tools with help from the right partner, he told Velocitize Talks.
The Internet has been a great leveler for small businesses, but it’s also put small businesses in the deep end of the pool. Online tools can help even small businesses, but they first need to understand what is their consumers’ intent, said Avedissian. “There’s a lot of basics that need to be done,” he said.
Voice is one tool that changes the way consumers approach brand, but it hasn’t changed the path to purchase, said Avedissian. Small marketers can compete, if they cover their search basics, he said.
The various demographic groups—whether Gen X, Millennials or Gen Z—may have differences in device use and media consumption, but businesses still need to come down to knowing the consumer’s intent and the target consumers’ journey so they don’t waste their efforts, said Avedissian.
Machine learning and AI are offering great potential for small businesses, said Avedissian. Being able to benefit from automation is a powerful tool, he said.
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