On Sunday you will chuckle when you see the GoDaddy commercial below about body builders who congregate at Selena’s tiny Spray Tan shop.
Watching the preview I wondered Danica how got so buff (a muscle suit), which town is so empty (Long Beach), whether bodybuilders actually tan this way (yes, plenty of orange chemicals in that world).
I was even more curious how a tiny business like Selena’s gets discovered by her unique demographic in the wide World Wide Web. So, I requested a call with Rene Reinsberg of Locu, which GoDaddy has acquired and is the basis of its Get Found offering.
Turns out the ex MIT folks at Locu had given plenty of thought to SME lack of IT resources and standards (GoDaddy is primarily focused on SMEs with less than 5 employees.) So, for example, how to get some semblance of consistency across unstructured menus across small restaurants and cafes? They have invested in a crawler, learning algorithms and some crowdsourcing. Given the mountain of data they have crawled through and classified, here is a helpful blog post - five suggestions for data teams
Depending on the type of business, they have also developed a wide portfolio of destination sites to propagate – they include Web, mobile sites and apps including Google, Yahoo, Bing, Yelp, Foursquare, YP (Yellowpages), Citysearch, TripAdvisor, OpenTable, Local.com, Judy’s Book, MerchantCircle and MojoPages.
So chuckle at the high chemical content, but also think of the high IQ behind discovery marketing as you watch this on Sunday
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