Driving local marketing change with Uber, Lyft and self-driving cars

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Are you ready for pay-per-car marketing? That’s right, PPC is about to take on a whole new meaning.

Uber and Lyft recently began testing programs in which local businesses pay for your ride to their locations — assuming you’ve splurged the requisite amount at their cash registers. The result: local marketing is about to be transformed.

Local search to certain purchase

Imagine this:

You’re traveling out of state for business. It’s dinner time, so you search on your phone for restaurants near your hotel. You narrow your choices down to two restaurants. Both restaurants offer the same type of food. Both have the same ratings. Both have a similar price range. The only difference? One restaurant is offering to pick up your Uber fare if you choose them. It’s not much of a choice, is it?

As ride services grow in popularity, paying for a customer’s ride will increasingly help businesses stand out of the PPC pack.

The primary beneficiaries of this new marketing model will be restaurants and retailers. Spend a certain amount on your meal or buy this product? Your ride is on the house.

Uber is currently testing this marketing model with their Uber Offers, and Lyft has rolled out a similar service in Portland.

As of right now, these “free” rides are limited to the ride services’ apps and their partner affiliates. But it’s only a matter of time before this new form of marketing integrates with more traditional search methods and competes in the PPC realm.

[Read the full article on Search Engine Land.]


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

Brian Smith is the director of local solutions and resident local search expert at Placeable, a local marketing company specializing in enterprise brands. For over 12 years, Brian has been conjuring up solutions to the most vexing search problems for his clients. Responsible for all aspects of Placeable’s managed services organization, Brian executes local search strategy through content marketing, data syndication management, and technical enhancements to Placeable’s suite of products. When the Montana native isn’t working on ways to improve his clients’ search strategies, you can find him driving his kids to various sporting events and dance practice.


 

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