Vendasta is excited to announce the introduction of Foursquare to Listing Distribution. However, we have to say good-bye to another big player in the data aggregator space: Acxiom.
Acxiom, one of the four primary data aggregators and used in Vendasta’s Listing Distribution product, will be retiring it's listing directory services at the end of 2019. You may be wondering, what does this mean for my clients? And what does this mean for Listing Distribution?
No need to worry - we’ve got your back, and we’re excited for what’s to come. To give you peace of mind: the change will be minimal and we at Vendasta will make sure it’s an easy transition for you and your clients. While the announcement for these changes is July 17th, 2019, the actual release date of Foursquare in Listing Distribution is October 1st, 2019. This means you have plenty of time to learn and implement any changes (and again, we’ll help you along the way!).
As you read above, Vendasta is super excited to partner with Foursquare as a new data aggregator. Since Acxiom will no longer be providing services, Foursquare will be the fourth data aggregator in the Listing Distribution product!
What is going to happen on October 1st, 2019?
October 1st, 2019 is the official release date of Foursquare in Listing Distribution. All of your clients that are current Listing Distribution users will be migrated to the new version of Listing Distribution with Foursquare and without Acxiom. This will be the only version of Listing Distribution that will be available to sell through your Marketplace; Acxiom will no longer be available.
All marketing materials, including the Vendasta website, product pages in Marketplace, graphics, brochures, videos, etc. will all be updated to include Foursquare on this date. The copy within these marketing materials will change as well, to better describe what the new product offers.
What do I get with Foursquare?
Foursquare provides multiple services for your clients. The first piece of Foursquare’s offering is providing business data to third party partners—in particular, mobile apps. This is a unique offering as Infogroup and Neustar/Localeze do not send data to mobile apps. Foursquare has over 150,000 partners and developers worldwide who access their business data. Companies who access Foursquare’s data include Uber, Apple, Spotify, Snapchat, and Twitter. Submitting business information to Foursquare makes this information attainable to over 150,000+ partners and developers.
The second piece of Foursquare's offering includes its owned and operated Smartphone application, intended for end-user customers. When business data is submitted through Foursquare, this data is published to Foursquare’s mobile app. The Foursquare app has the following features:
- Learns about what customers like and provides recommendations of places they’ll love. Foursquare recommends businesses that align with users’ interests
- Looks for “stops” and proactively suggests the best experiences to try
- 24,000,000 stops detected daily
- Allows users to tell other users about businesses they’ve visited, places they like, and the things they seek out
- Lets users add “tastes” to explicitly state their interests
- Over 100,000,000 tastes added
- Understands where the users' phone has been and nudges them to leave a review
- Allows users to write “tips” about the great things they discover and share photos through the Foursquare app
- Senses visits to new cities & unfamiliar neighborhoods and highlights places they think customers would like
- 1,000,000 pings sent daily
These features are just as beneficial for SMBs, as they are for end-consumers.
Foursquare also has the ability to provide reporting to Partners and SMBs. This reporting is on Foursquare users that visit your business and includes: demographic information such as age, gender, and location, behavioral information such as preference and choices, and psychographic information such as lifestyle and attitude.
How does Foursquare benefit you and your clients?
At Vendasta, we want to make sure we are staying on top of the local search ecosystem. This isn’t just about being found online, but also ensuring your business information is consistent online, offline, and on mobile devices. Foursquare is important and beneficial to you and your clients for four main reasons:
1. Big brands are going to Foursquare to access your clients’ business information
Uber, Apple, Twitter, Snapchat, and many more Foursquare partners and developers purchase Foursquare's data. This means that your clients’ correct business information will be referenced by some of the biggest brands in the world, ensuring that clients’ business information is accurate across not only the web, but also on the mobile apps of some of the biggest players in the market.
2. It makes business information accurate and accessible through the Foursquare app
The users of the Foursquare app have an easier time finding out about a business and obtaining information on that business such as hours, address, reviews, “tips”, photos, and more. Foursquare also has its own group of superusers that help maintain and verify information.
3. Foursquare sends pings to customers about your business
Foursquare has the ability to create a unique experience for each individual customer, based on their demographic information, previous visits, likes, and interests. Foursquare proactively creates awareness of a business and identifies a customer need before the customer begins a search.
4. Foursquare provides specific reporting on customers that your clients have access to
Foursquare has access to specific customer information, including demographics, psychographics, and behavioral information. This means your clients can find out what type of customer is visiting their business and when. This information can be extremely powerful in terms of marketing, deciding what new products or services to offer, and understanding your target customer.
In summary: Foursquare will ensure your clients are found in more places and by more customers than ever. And when they are found, their information will be consistent and accurate across platforms.
How will my clients be affected?
While Acxiom is considered to be one of the four primary data aggregators (along with Neustar/Localeze, Infogroup, and Factual), Acxiom stopping operations will not have a large impact on the flow of data in the local search ecosystem. There are some online directories and websites that Acxiom’s network reached that other data aggregators did not, but it’s likely these few sites will simply subscribe to another data aggregator, which we will supply your business information to.
With the replacement of Acxiom with Foursquare, your clients will see positive changes and results within Listing Distribution. This includes better reporting, mobile apps accessing their data, and recommendations of their business that go directly to their customers’ mobile phone. Your clients will not notice any changes, other than these improvements.
Pricing: any changes?
Vendasta is always focused on providing our Partners with the very best solutions, which you, in turn, provide to your clients. With this change, we see the value of Listing Distribution increasing. Keeping this in mind, the price of Listing Distribution will remain the same.
Partner tips for transitioning
We recommend that you update your website pages to reflect Foursquare rather than Acxiom and update any marketing or sales materials you have created in-house. All marketing and sales materials that we at Vendasta have created will be updated; these changes will reflect on October 1st, 2019.
Please reference our marketing materials to help you sell this new feature within Listing Distribution; while the value is similar, there are some new added benefits to the product that is worth selling to your clients!