'Near me' mobile searches are on the rise. Smartphones are more accessible than ever, data plans cost less, network speeds are stronger and online social engagement continues to increase. And as consumers use location data in more services than ever — from search engines to maps to voice search — marketing strategies must adapt.
At Yext's inaugural event this week, 500+ attendees will have the opportunity to explore the changing local marketing landscape and discover the latest advancements in technology to help their organisations drive both foot traffic and sales.
LocationWorld 2016 kicked off today at The Conrad Hotel with a keynote from Yext's Co-Founder and CEO, Howard Lerman, and Chief Strategy Officer, Marc Ferrentino. Together, the two discussed the growth in the location industry and how businesses need to be in control of their information everywhere.
"Today's explorers receive intelligent and direct answers when they search," said Lerman. "Whether you search for a musical, a person or a place, you get intelligent answers back."
During the keynote, Ferrentino also debuted Yext Reviews, a comprehensive review management solution designed to help businesses monitor, engage, generate, publish and analyse their location reviews, so the best version of their business is always on display.
Following the opening keynote, Lerman joined xAd CEO, Dipanshu Sharma and Foursquare CEO, Jeff Glueck on stage to discuss the advent of location data. Moderated by INSIDEREditor-in-Chief, Nicholas Carlson, the executive panel explored thoughts on the past, present and future of location in business, culture, marketing and beyond.
The increase of smartphone use in moments that matter isn't only fuelling customer exploration — it is increasing their expectations. During the day's third keynote, Forbes' Staff Writer, Alex Konrad sat down with industry experts to discuss how brands must evolve to address the convergence of technology, location and consumer intention. Joining him on stage were Rite Aid's EVP of Marketing, David Abelman, Cerebral Graffiti Founder, ANA Chairman and Former Subway CMO, Tony Pace, and Yext's Chief Customer Officer, Wendi Sturgis.
The day culminated with an out-of-this-world keynote from NASA astronauts and retired US Navy Captains, Mark and Scott Kelly. The Kelly brothers reflected on the experiences and lessons that shaped their views on teamwork and leadership, how they learned to face and overcome adversities and their personal strategies for adapting to change — advice that all marketers can use in their daily lives.
From NASA's Twin Study and Scott's Year in Space, to flying in combat and personal reflections on dealing with tragedy to entertaining stories only a sibling could (or would) reveal, the Kelly brothers' perspective and lessons left audiences both inspired and motivated.
"If you want to solve challenges in your organisations," said Scott Kelly, "And if you're willing to take risks, make mistakes and work as a team, then the sky is definitely not the limit."
Afterwards, guests raised a glass and networked with one another at The Conrad Hotel over cocktails and appetisers.
Check out the agenda to see what breakout sessions and keynotes we have coming up during day two of LocationWorld.
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