How the company behind Dunkin’, Arby’s, and Sonic engage people

How the company behind Dunkin’, Arby’s, and Sonic engage people

Travis Freeman is the SVP of demand generation at Inspire Brands, the second-largest restaurant group in the U.S. His teams lead paid media efforts across all their brands, including Dunkin’, Arby’s, Sonic, Jimmy John’s, Buffalo Wild Wings, Baskin-Robbins, and more.

He shares his perspective on omnichannel marketing, the value of digital advertising for food and beverage brands, and his priorities for 2023.

At Inspire Brands, everything they do ties back to return on ad spend (ROAS) and their omnichannel strategy wouldn’t be possible without a unified approach to data. They have worked over the past two years to create a single technology platform for their family of brands.

This data spine enables all of their brands to work as one, using the same infrastructure to reach consumers where they actually are. One of the biggest challenges is ensuring that their guests’ needs are met as well as analyzing their data to get a better view of what they want from us.

Read In Full Here
Source: Google Think/Travis Freeman

Your Coastside Media Confidential Business Review

The Coastside Media Business Review is a consultative needs assessment report that scans the web and analyzes your business’s digital marketing. The report shows how your business stacks up online in key marketing categories including reputation management, social media, website development, privacy and ADA compliance, SEO, listing accuracy and online advertising. Provide us will a little information and we will send you a complimentary report for your business.

Schedule a call today

Office: (650) 733-7155
Mobile: (650) 206-5104
Fax: (650) 422-3171
1750 Francisco Blvd. Suite #18
Pacifica, CA. 94404

Let's Connect

  • This field is for validation purposes and should be left unchanged.
Federal Web Accessibility Hits Private Sector

Federal Web Accessibility Hits Private Sector

  • Federal agencies, as well as the private sector, are facing pressure due to a growing focus on web accessibility by the Department of Justice, which recently sought to increase its own online user-friendliness with a makeover of its ADA.gov website.
  • DOJ said it would make the site more “user-centered” by incorporating easier to understand language, among other upgrades.
  • The website itself offers information to employers and employees on the rights of disabled people in the workplace and in public spaces.
  • The update marks the latest move from the federal government indicating that it plans to increase focus on compliance with federal accessibility laws in the digital world, an issue that’s gained new attention in the wake of the rise of remote work during the Covid-19 pandemic.
  • Widespread telework arrangements revealed some key deficiencies in website and internet accessibility for workers with disabilities, a “digital divide” that has led to employment gaps and other negative outcomes.
  • “The real deterrent isn’t just a building without a wheelchair ramp anymore, it’s software,” said Cat Noone Stark, CEO of accessible software start-up Stark.
  • The DOJ in March issued guidance on accessibility, establishing the Biden administration’s stance that Title III of the Americans with Disabilities Act applies to websites. It clarified that it interprets “places of public accommodation” to include websites.
  • The department also indicated in its Unified Agenda for Spring 2022 that it plans to issue a rulemaking on web accessibility as it relates to Title II of the ADA, which pertains directly to state and local governments’ digital presences.
  • Government Standards
  • The new ADA.gov site was designed to make it easier to scan and navigate using a screen-reader or other accessibility tools.
  • Many public-facing government websites don’t meet the mark for accessibility, according to a 2021 report from nonprofit Information Technology and Innovation Foundation.
  • The report found that 30% of homepages did not pass an automated accessibility test, and 48% failed on at least one of their three most popular pages.
  • In addition to the ADA’s accessibility requirements, the DOJ also enforces Section 508 of the Rehabilitation Act, which requires the federal government to procure accessible technology across its branches and agencies.
  • Another provision, Section 504, requires that federal agencies and contractors ensure that their programs and services are accessible to people with disabilities.
  • Members of Congress have stepped in to highlight the issue, including requests to get the Department of Veterans Affairs to make its web resources more accessible, and to obtain accessibility compliance data from agencies.
  • In response to an inquiry from Casey’s office, the DOJ said that it would resume audits of how federal agencies are performing on digital accessibility obligations under Section 508.
  • The section requires the DOJ to publish a biennial report on the federal government’s compliance with accessibility standards, but it has not done so since 2012.
  • Ken Nakata, a principal at Converge Accessibility, a consultancy that helps clients with web accessibility, said Section 504 was put in place in part to push the private sector, through federal contractors, to create accessible products.
  • The federal government budgeted over $58 billion for information technology in 2022 alone.
  • Federal contractors like Microsoft Corp., which collects billions in government contracts, have recently touted upgrades to make their products and services more user-friendly for people with disabilities.
  • Most recently, in Martinez v. Gutsy LLC, a judge in the US District Court for the Eastern District of New York allowed a blind man suing a probiotic beverage vendor to bring claims under Title III of the ADA. The plaintiff, Pedro Martinez, sued Gutsy because he said the website’s interface made it nearly impossible to complete a transaction as a blind person.
  • Tammy Duckworth (D-Ill.) and Rep. John P. Sarbanes (D-Md.) introduced the Websites and Software Applications Accessibility Act in September, which would direct the DOJ and US Equal Employment Opportunity Commission to create an enforceable standard for web accessibility in the private sector.
  • Beyond the broad guidance found in the ADA, there are currently no specific federally-issued technical accessibility standards for private companies’ websites and applications.
  • Companies who want to comply with accessibility standards aren’t sure which rules to hold themselves to, according to Angela Matney, counsel at Reed Smith LLP.
  • The DOJ has indicated through enforcement actions that the standard they’re generally looking to is the Web Content Accessibility Guidelines 2.2 AA, which is the standard the government looks to when complying with Section 508, Matney said.

SOURCE: Bloomberg Law

The Coastside Media Business Review

The Coastside Media Business Review is a consultative needs assessment report that scans the web and analyzes your business’s digital marketing. The report shows how your business stacks up online in key marketing categories including reputation management, social media, website development, privacy and ADA compliance, SEO, listing accuracy and online advertising. Provide us will a little information and we will send you a complimentary report for your business.

Schedule a call today

Office: (650) 733-7155
Mobile: (650) 206-5104
Fax: (650) 422-3171
1750 Francisco Blvd. Suite #18
Pacifica, CA. 94404

Let's Connect

  • This field is for validation purposes and should be left unchanged.
Global Sporting Events Drive Mobile Ad Spends in 2022

Global Sporting Events Drive Mobile Ad Spends in 2022

A study by market intelligence company data.ai found that the FIFA World Cup in Qatar and the Beijing Winter Olympics in February drove spending on mobile ads in 2022.

In a report released in November, S&P Global Market Intelligence reported that between 2022 and 2023, the Qatar World Cup and the US mid-term elections could drive digital advertising spending around the world to $534 billion.

The data showed that events like the FIFA World Cup and the Beijing Winter Olympics will help the world spend $362 billion on mobile advertising in 2023. This is because people around the world are expected to spend trillions of hours on their Android and Apple devices noted ai report, which used to be called App Annie.

The study shows spending is about 7.7 percent higher than the previous estimate for advertising spending in 2022, which was $36 billion. It is also almost 25 percent higher than last year’s estimate, which was $295 billion.

Mobile will take over the advertising budget because people are spending more time than ever in apps. By 2022, the total number of hours spent in apps on Android phones alone is expected to be over 4 trillion.

The report also indicated that advertising spending will grow less quickly as the economy gets worse.  Good news, short video apps are helping the sector grow, even though the world economy isn’t doing so well.

Spending on brand advertising will help make up for the effects of spending going down on performance marketing because marketing budgets are getting smaller in 2023.

The data.ai report indicated that by 2028, the amount of time spent on mobile devices is expected to go up by 50 percent and pass 6 trillion hours.

A focus on mobile, improvements in connected technology, the growth of casual and core gaming, the rollout of 5G, the demand for digital connection, self-expression, and apps that are more personalized will keep driving up the amount of time people spend on apps.

The report showed that economic headwinds and privacy laws will make people spend less on mobile games this year and next.

Consumer spending on mobile games will drop by 5% in 2022 to $110 billion, and it’s expected to drop again by 3% in 2023 to $107 billion.

The report went on to say that seven apps, like HBO Max and the Chinese video platform iQiyi, are likely to join Netflix, Disney+, YouTube, and TikTok in the $3 billion club.

The Coastside Media Business Review

The Coastside Media Business Review is a consultative needs assessment report that scans the web and analyzes your business’s digital marketing. The report shows how your business stacks up online in key marketing categories including reputation management, social media, website development, privacy and ADA compliance, SEO, listing accuracy and online advertising. Provide us will a little information and we will send you a complimentary report for your business.

Schedule a call today

Office: (650) 733-7155
Mobile: (650) 206-5104
Fax: (650) 422-3171
1750 Francisco Blvd. Suite #18
Pacifica, CA. 94404

Let's Connect

  • This field is for validation purposes and should be left unchanged.
Is Your SEO This Accurate? Your Customer Expects It!

Is Your SEO This Accurate? Your Customer Expects It!

Local search engine optimization is a method that involves optimizing Google Business Profiles and other listings in order to enhance exposure on maps and assist companies appear for geomodified search keywords such as “lunch place near me.”

Here are five reasons why you should start optimizing your local SEO immediately.

Create the ideal combo.

When you combine local SEO with conventional and digital marketing, you have a comprehensive plan that increases brand awareness, trust, and ROI. Customers that have been persuaded by marketing are significantly more inclined to engage online, often via a search engine. According to Chat Meter, “near me” or “close by” searches have increased by more than 900% in the last two years.

Find ready buyers.

People who use these local searches are ready to act. According to studies, 88% of individuals who look for a local company visit within 24 hours. Once you’ve established brand recognition through conventional and digital marketing, make certain that you appear in search results when clients are ready to buy.

Discover useful information.

Local SEO offers extensive data that will help you with all of your marketing activities. This demonstrates how your local SEO is performing as well as information on how your whole marketing strategy is performing, from website hits to phone calls to individuals requesting driving directions.

Maintain consistency across the web.

Local SEO tools guarantee that your information is consistent across hundreds of top-tier results. This is significant since 63% of clients think erroneous information would prevent them from choosing your company. Furthermore, Google prioritizes listing accuracy as a ranking criteria.

Show up regardless of the circumstances. Customers have more alternatives than ever before for finding local companies, and voice search is becoming increasingly popular, with 58% of American adults using it for this reason. Local SEO helps ensure that your company appears on Amazon Alexa and other home technology.

Coastside Media has many customized SEO options. Call our team today.

The Coastside Media Business Review

The Coastside Media Business Review is a consultative needs assessment report that scans the web and analyzes your business’s digital marketing. The report shows how your business stacks up online in key marketing categories including reputation management, social media, website development, privacy and ADA compliance, SEO, listing accuracy and online advertising. Provide us will a little information and we will send you a complimentary report for your business.

Schedule a call today

Office: (650) 733-7155
Mobile: (650) 206-5104
Fax: (650) 422-3171
1750 Francisco Blvd. Suite #18
Pacifica, CA. 94404

Let's Connect

  • This field is for validation purposes and should be left unchanged.
Content Marketing Strategies to Start Off 2023

Content Marketing Strategies to Start Off 2023

Content that is both useful and interesting may be used to win new readers and keep existing ones interested in your brand in the new year.

Relationships with consumers are what content marketing is all about. One of the last stages of content engagement is when the consumer eagerly awaits your material to be consumed in some form.

Blog more aggressively

Thanks to content marketing, people learn to value one another’s contributions. If you run a business that offers helpful information, like a how-to article, then your customers will appreciate it and be more likely to buy from you.

  • You need to find the one accountable. Assign a single person the task of maintaining the blog.
  • Establish a target. Your blog has to be a powerful tool in your SEO arsenal. Plan to achieve certain organic search ranks and volumes of traffic for specific brand or product-related inquiries.
  • Create a publication schedule. Having a strategy in place is essential.
  • Get started on your writing. Make a plan for January 2023 to write a blog article weekly. Think of any celebration (big or little, well-known or not) that your product may be useful for and write about that.
    Improve. Put in time to hone your writing skills.

Start a Newsletter with Editorial Content

The term “editorial newsletter” refers to a series of periodic emails that primarily contain information that is not intended to promote a product or service.

Picture yourself as the owner of an online shop where customers can purchase kombucha brewing essentials including jars, teas, and kits to get started. The distribution of a weekly newsletter devoted to topics like digestive health and healthy living is an idea worth considering. There would be new information, as well as potential product mentions and website connections, in the newsletter.

Whatever the case may be, make sure that the subject matter and layout of your newsletter are appropriate for your enterprise. Create unique material for your newsletter while periodically recycling pieces from your blog or social media accounts.

Enjoy Your Podcast!

Find a unique take on podcasting to use in your January 2023 content marketing campaigns.

A website dedicated to marketing power tools may conduct interviews with industry leaders to learn about the ways in which projects are evolving. Creating a podcast on the latest fashion trends that we all love to loathe is a great idea for a clothing store.

Vow to Video

In accordance with the old adage, “a picture is worth a thousand words,” images are often more effective than text. A video, though, can be worth a fortune.

Beginning in the new year of 2023, your company should prioritize video content as a key component of its content marketing plan. According to reports, the average amount of time Americans spend watching videos online is between 80 and 120 minutes every day.

Viewers are looking for both entertainment and education from the brands they follow, and are increasingly turning to content marketing films (brand videos) for both.

Start planning some basic video tactics for January 2023.

Rather than just audio, your podcast should be in video form. Put together a video and audio recording of your podcast. This is the default behavior of many podcasting tools.

Transform your greatest blog entries into video form. Using your business’s analytics and conversion monitoring systems, determine which blog pieces have generated the most interest, and then create a video adaptation of each.

Add some movies to your site. YouTube, Instagram, and TikTok are all suitable places to share your videos, but don’t overlook your own website! Post links to your videos on the appropriate web sites.

Instructor of a Course

If the pinnacle of content marketing is imparting helpful knowledge, then leading a course is the pinnacle of delivery formats (as opposed to writing an article, sending a newsletter, recording a podcast, or making a video).

As a last piece of content marketing in January 2023, you may create a course that actually helps your target demographic in some meaningful way. Every industry has something to teach.

The Coastside Media team is ready to help you with any of the ideas we just talked about. Contact us today!

The Coastside Media Business Review

The Coastside Media Business Review is a consultative needs assessment report that scans the web and analyzes your business’s digital marketing. The report shows how your business stacks up online in key marketing categories including reputation management, social media, website development, privacy and ADA compliance, SEO, listing accuracy and online advertising. Provide us will a little information and we will send you a complimentary report for your business.

Schedule a call today

Office: (650) 733-7155
Mobile: (650) 206-5104
Fax: (650) 422-3171
1750 Francisco Blvd. Suite #18
Pacifica, CA. 94404

Let's Connect

  • This field is for validation purposes and should be left unchanged.