Good morning Search Marketer, "Do not go dark."
That was the consensus among the commerce marketing panelists on Live with Search Engine Land Friday. "The research shows that brands that go dark in downturns have a very difficult time coming back," said Tony Verre, VP of e-commerce at The Integer Group. "We are also [telling clients] not to go dark" and stay visible, agreed Kaitlin McGrew, SEM strategist at PMG.
I asked whether companies who've had to shift so much so quickly will sustain an agile mentality when we come out of this — will it have a fundamental impact on how companies plan and execute? (I think the answer is yes.)
Bryant Garvin, CMO at silicon ring and watchband startup Groove Life, said being nimble has always been in the company's DNA, but that it will be even more core to operations going forward. For big brands, "it's opened their eyes in terms of what you can do," said Verre. All agreed that brands that don't learn from and run with an agile, digital-first mentality will not be the ones that last, much less grow in the long run. That's just the tip of the iceberg in a wide-ranging discussion. Watch the full replay here.
Multi-location retail chains can now use the Google My Business API to publish Google Posts at scale for the first time. That's for both COVID-19 and non-COVID Posts. Google says this is just temporary, but maybe we'll see a change of heart? Most businesses still aren't using Google Posts, but they offer an effective — and free — opportunity for any local business. If you're not using Posts, yet, local SEO pro Joy Hawkins offers some advice here.
Keep reading for a Pro Tip from Joe Martinez on TrueVie Discovery ads and more.
Ginny Marvin,
Editor-In-Chief
