57 Channels (And Nothing On) – Marketing Channel

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57 Channels (And Nothing On) – Marketing Channel

Overload It’s headline news when Google changes its algorithm, Facebook announces a location-based service or YouTube videos get added to search results. Marketers can spend the entire day sorting through blog postings on changes in marketing platforms, SEO tricks, SEM strategies, networks to join, new web sites to develop and online groups to monitor. Does any of it really matter?
We’re bringing back internet analyst-to-the-stars Greg Sterling to review some of his thoughts from 2010 and re-frame them. Greg will be on the hot seat sorting through the consumer marketing platforms he himself would use to market apartment communities. We’ve asked him to answer whether a particular novelty is useful or a fad, and to try to integrate his thinking into the realities of driving traffic in every season to a B/C portfolio.

Greg Sterling, President, Sterling Market Intelligence

Published in: Real Estate, Technology, Business
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57 Channels (And Nothing On) – Marketing Channel

  1. 1. 57 Channels (And Nothing On): Marketing Channel Overload <br />Greg Sterling<br />Sterling Market Intelligence/Opus Research<br />May 3, 2011<br />
  2. 2. About Me<br /><ul><li>“Internet analyst-to-the-stars”
  3. 3. Jobs: lawyer, editor, startups, analyst, blogger
  4. 4. Coverage: search, directories, “social media,” mobile, multi-channel shopping, SMB advertising, etc.
  5. 5. Twitter: gsterling</li></li></ul><li>Out and about with Brangelina<br />
  6. 6. Cast of Black Swan<br />
  7. 7. With the Gleeks<br />
  8. 8. Which Way to Go? <br />More channels, more tools than ever = more noise and confusion <br /><ul><li>What’s real? What’s working?
  9. 9. What’s cool but not worth using?
  10. 10. “Must have” vs. “nice to have”
  11. 11. What would I use? </li></li></ul><li>Which Best Describes Your Feeling? <br />
  12. 12. Revisiting Last Year <br />Last year: <br /><ul><li>“Real time search”
  13. 13. Social media
  14. 14. Mobile</li></ul>Some of these trends were just emerging or speculative. More clarity this year on what’s going to “stick” <br />
  15. 15. Search + Social + Mobile <br />Unfortunately you need to do a range of things online:<br /><ul><li>Search/SEO
  16. 16. Social/reputation
  17. 17. Mobile
  18. 18. (ILS/Verticals & Craigslist) </li></li></ul><li>Deals Now the Hot Topic<br />
  19. 19. How ‘Marketing Savvy’ Are You? <br />How savvy do you consider yourself when it comes to online marketing and advertising?<br /> <br /><ul><li>Not savvy at all
  20. 20. Not very savvy
  21. 21. Neutral/middle
  22. 22. Reasonably savvy
  23. 23. Very savvy </li></ul> <br />
  24. 24. How ‘Marketing Savvy’ Are You? <br />Self-assessment: “Neutral” and “not savvy” 65% of respondents<br />Source: Opus Research 2/11, n=8,540 US small businesses (drawn from MerchantCircle member database)<br />
  25. 25. Stuff That’s Cool but (Maybe) Not Relevant<br />8.5 million users but probably not your residents<br />They have to download software before they can use it<br />NFC: Someday, but not today<br />
  26. 26. Search/SEO: Basic Must Have<br />
  27. 27. Search Still Central to User Experience<br />
  28. 28. Increasingly so Is Mobile ‘Search’<br />
  29. 29. Mobile Search Ads & Click to Call<br />User initiates call on smartphone with a single click<br />
  30. 30. PC Search Market Share: March 2011<br />Source:comScore (4/11)<br />
  31. 31. Organic Mostly about Verticals<br />Most of the organic links on the first page are “verticals”<br /><ul><li>Apartmentguide
  32. 32. Apartments.com
  33. 33. Rent.com
  34. 34. Forrent.com
  35. 35. Trulia
  36. 36. Yahoo</li></li></ul><li>One Owner on Page 1 of Google <br />In 8th position, “below the fold.” The only property directly listed on page 1 of Google <br />You can also be more visible with paid-search ads<br />
  37. 37. Search Directly for “Archstone Apartments”<br />
  38. 38. Place Page for “Archstone Apartments”<br />
  39. 39. New Bing Business Portal <br />
  40. 40. Online Reputation <br />
  41. 41. Reputation Monitoring: Nearly a Must Have<br />
  42. 42. Reputation Tools Track Mentions & More<br />A lot of vendors offering tracking/monitoring tools: <br /><ul><li>Enterprise tools such as Radian6
  43. 43. Marchex
  44. 44. Vendasta/StepRep
  45. 45. YellowBot
  46. 46. Chatmeter
  47. 47. Needium (social lead generation)
  48. 48. MyRepMan
  49. 49. AmIVisible
  50. 50. RatePoint
  51. 51. Yext</li></li></ul><li>Another Analytics Dashboard<br />
  52. 52. Social Media: It’s Unclean, but Now a Must Have<br />
  53. 53. What Do We Mean? <br />Facebook<br />Twitter<br />YouTube (helps with SEO)<br />Flickr<br />Blogging<br />Online reviews<br />Sharing generically<br />Lots of mobile: SoLoMo<br />
  54. 54. How Do Customers Find You? <br />Source: AMEX/Network Solutions 2/11 (n=400 US small businesses who did some form of online marketing )<br />
  55. 55. Why Have a Facebook Page?<br />Source: AT&T SMB survey, 2011 (n=2,246 US small businesses between 2 and 50 employees)<br />
  56. 56. Perceived Benefits of Social Media<br />Source: AT&T SMB survey, 2011 (n=2,246 US small businesses between 2 and 50 employees)<br />
  57. 57. Is Facebook for Acquisition or Retention? <br />It can be a great CRM/customer service tool and way to communicate with current (or prospective) tenants<br />
  58. 58. Facebook Ads: Local/Demographic Targeting<br />
  59. 59. Costs Going Up, Clicks Down<br />Source: WebtrendsFacebook Advertising Report 1/11<br />
  60. 60. Mixed Experience with Social Media<br />66% of SMBs said they updated Facebook at least weekly<br />63% of SMBs feel it has helped make customers more loyal<br />56% feel it has taken up more time than they expected<br />25% of SMBs estimate their investment in social media has made a profit while 15% estimate they have lost money; the remainder (46%) feel they broke even.<br />Often social media has fallen short of expectations (36%) vs. exceeded expectations (9%)<br />Source: Network Solutions, 2011 (n=500 US small businesses)<br />
  61. 61. Facebook Most ‘Engaging’ Mobile Site<br />37<br />Source: GSMA UK, 12/10<br />
  62. 62. Facebook: Sleeping Giant in Mobile <br />FB: 250 million active (daily) mobile users<br />Top iPhone app/Connect for Mobile/single sign on<br />Places/Deals <br />Could extend FB ads to mobile<br />Source: Facebook stats<br />
  63. 63. Mobile: Yes, a Must Have<br />
  64. 64. Mobile Overview<br /><ul><li>Mobile the ubiquitous “second screen”
  65. 65. You must have a mobile-optimized HTML site
  66. 66. Mobile app offers better experience but optional
  67. 67. Mobile ads perform well (see also C2C)
  68. 68. Right now all about iPhone + Android (forget everything else)
  69. 69. Tablets gaining</li></li></ul><li>PC Sales Flat-to-Declining<br />Source: Pew Internet & American Life, Data 2006-2010<br />
  70. 70. Smartphones Outsold PCs in Q4<br /><ul><li>Q4 smartphone shipments: 100.9 million units
  71. 71. Q4 PC shipments: 92 million units</li></ul>42<br />Source: IDC 1/11<br />
  72. 72. Mobile Quick Stats<br /><ul><li>36% have smartphones; 50% coming early next year
  73. 73. 89% of smartphone users have an immediate need when they search for something on mobile phones
  74. 74. 75% of mobile users act “within a few hours” of a search
  75. 75. 33% to 53% of mobile searches have local intent
  76. 76. After local search on mobile: 77% contacted a business, 44% purchased
  77. 77. 49% who saw a mobile ad took some sort of action (click, call, website visit, later PC visit, purchase)</li></ul>Source: Nielsen 4/11; Google Mobile Moment Study released 4/11, Microsoft 12/10, Google 2010<br />
  78. 78. Tablet Apps Growing<br /><ul><li>Tablet app is “nice to have”
  79. 79. Browser can render a conventional site
  80. 80. No flash</li></li></ul><li>Tablets Mostly Used at Home<br />Source: Google/AdMob, March 2011 (n=1,430)<br />
  81. 81. Tablets Impacting PC Usage<br />Source: Google/AdMob, March 2011 (n=1,430)<br />
  82. 82. People Doing Everything<br />Source: Google/AdMob, March 2011 (n=1,430)<br />
  83. 83. Mobile Internet/Search Growing Fast<br />“Mobile search is definitely going to surpass desktop search,” said Scott B. Huffman, who works on mobile search at Google and leads its search evaluation team. “The lines will pass, and I think they’ll pass before anyone thought they would.” <br />Quoted in NY Times 4/25/2011<br />Source:Performicsn=502 3/11<br />48<br />
  84. 84. Google: Mobile Queries 15% and More<br />Source: Google, March 2011<br />
  85. 85. Categories Searched by Smartphone Users<br />Source: Google-Ipsos Q4 2010, n=5,000<br />
  86. 86. Top Local-Mobile Categories<br />Restaurants/Bars<br />Banks and ATM locations<br />Hotels/motels<br />Gas stations<br />Mobile phone stores/services<br />Clothing stores<br />Shopping malls<br />Nightclubs<br />Grocery stores<br />Video/DVD sales and rentals<br />Source: Opus Research 10/12 (n=1,003)<br />
  87. 87. Mobile Phone the Ubiquitous Second Screen<br />Source: Performics 3/11, Yahoo 4/11<br />
  88. 88. Google Mobile Search Share: 95%+<br />Source: StatCounter 4/11<br />
  89. 89. Google Mobile Paid Search Share<br />Source: Efficient Frontier client data, March 2011<br />
  90. 90. Mobile Ad Revenue Distribution<br />Source: IDC 11/10<br />
  91. 91. Mobile Marketing Happening? <br />Source: Opus Research 2/11, n=8,540 US small businesses (drawn from MerchantCircle member database)<br />
  92. 92. PPC Ads in Mobile: Position Matters<br />Source: iCrossing 2/11<br />
  93. 93. Click to Call<br /><ul><li>500K advertisers
  94. 94. Response rates that are 5% to 30% better than other AdWordsCTRs in mobile.
  95. 95. Phone/location extensions effectively automate these ads</li></ul>Source: Google<br />
  96. 96. So What Would I do? <br />Optimize my site(s) for search; use paid search (see Kenshoo CCO)<br />Claim my Place Page, Yelp listing and BBP<br />Use Craigslist diligently<br />Be present in relevant ILS/verticals (organic/ads)<br />Set up a Facebook Page (Twitter)<br />Build a mobile HTML site with listings (consider also for payments and service issues)<br />Track mentions/reputation<br />Consider mobile ads (search, PPCall)<br />In my spare time experiment with other stuff<br />
  97. 97. Stuff I Haven’t Really Discussed? <br /><ul><li>QR Codes or NFC
  98. 98. Foursquare and check-in services
  99. 99. Daily deals
  100. 100. How to integrate all your marketing efforts
  101. 101. How to track all your marketing efforts</li></ul>… Ran out of time<br />
  102. 102. Questions?<br />

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