Yelp

Marketing MIS revolutionizes the ability of companies to increase their revenue through the marketing of the product or service. I chose to tackle the advertising services such as Yelp Ads in which a company pays for a Yelp Ad Membership which benefits their Yelp page by restricting competitors’ ads from showing on their page, having an enhanced slideshow to let you organize which photos show first on the page and a Call to Action to give customers coupons, order forms etc. [1] In reality you pay for what you get. Yelp is an ad used mostly by younger generation post grad students who are either looking for a specific product or service or ready to purchase a specific product or service. Like Yahoo, they both try and target a specific audience to ensure that they are targeting people that are more likely to purchase the advertised product or service. Yelp also gives historical metrics on how well the ads are doing. In which it shows you the number of ad impressions, ad clicks, cost per click, and total ad spend but there are no specific details as to who viewed it or where they viewed it. [2] This is surely due to privacy and it is nearly impossible to allow this to happen. Yelp has also teamed up with Google to show Yelp pages on Google Maps. [3] This has now expanded the viewers base to Yelp Ads and allows a vast amount of publicity to the Yelp app itself, opening up the audience to all iPhone users. Although Yelp has been going through plenty of allegations as to how well the business model of the company can be sustained, it has definitely expanded the possibilities within companies to use Marketing MIS and allows room for competition and growth within the field. Yelp has opened a contrast to CRM as consumers can now leave detailed notes and feedback about the business, leaving room for improvement within the organization. This can make or break a business but is crucial for the marketing research. Figuring out what makes the consumers happy and which product is most popular allows intensive room for expansion. Overall this allows room for increased sales, and reducing marketing expenses. Instead of paying top dollar for a marketing agency, companies can now internally manage their marketing MIS and customize it to how they want with the guidance of the Yelp Account executives. [1] https://www.exprance.com/yelp-advertising-worth-cost/ [2]https://gizmodo.com/yelp-and-tripadvisor-team-up-to-pile-on-google-over-sea-1826184776 [3]https://blog.yelp.com/2018/11/fourwaystomarketyourbusinesswithcustomerfeedback