Winning in Local Search:

Top 10 Trends for 2014
Webinar Instructions

Audio instructions
• Listen via computer speakers or use phone numbers listed
in email from gotowebi...
Download the Guide

Kenshoo.com/Local-Search-Guide
Today’s Speakers

Josh Dreller
Director of
Marketing Research,
Kenshoo

Paul Wicker
Director of Product,
Kenshoo Local

Ja...
What is Local Marketing?
Local marketing is really about the focus of the program itself.
It‟s about adapting messaging an...
The Four Key Digital Channels of Local Search
Local-local and National-local
•

Local-local: Local organizations that try to stimulate business
within their area (i.e. ...
Poll 1

????
#1 More Local Searches Via
Web-enabled Content
#1 – More Local Searches Via Web-enabled Content
#1 – More Local Searches Via Web-enabled Content
More time spent online than ever before
• Increased consumer usage with p...
#2 Content as the Next Frontier
for Local Search Marketing
#2 – Content as the Next Frontier for Local Search Marketing
•

Bow Truss Coffee Roasters
#2 – Content as the Next Frontier for Local Search Marketing
•

Bow Truss Coffee Roasters
#2 – Content as the Next Frontier for Local Search Marketing
•

Bow Truss Coffee Roasters
#2 – Content as the Next Frontier for Local Search Marketing

Content ideas
• Blogs
• Answer questions from
your customers...
#3 Social Media at the Center of
All Advertising Programs
#3 – Social Media at the Center of All Advertising Programs
•

Drive Word of Mouth (WOM)
• Historically the best form of
a...
#3 – Social Media at the Center of All Advertising Programs
•

Reviews and recommendations now
on steroids with social sha...
#4 The Era of Real-time Marketing
#4 – The Era of Real-time Marketing
Reach consumers while they„re in market
(versus days, weeks, even hours later) via Ret...
#4 – The Era of Real-time Marketing
Problem

Which products are popular?

Solution

Which products are converting?

Which ...
#5 Don’t Just Survive the Mobile
Wave, Surf It!
#5 – Don’t Just Survive the Mobile Wave, Surf It!
#5 – Don’t Just Survive the Mobile Wave, Surf It!

The first step is have a strong mobile presence
•

44% of phone owners ...
Local Search Association
Quick Mobile Stats
December 6, 2013
Local Search Association – Quick Mobile Stats
•

79% of the US population will own and use a mobile phone in 2014

•

65% ...
Local Search Association – Quick Mobile Stats
•

48% of all local searches will be on mobile

•

60% of 18-44 year old mob...
Local Search Association – Quick Mobile Stats
Local content will be accessed by Apps

Local Content Access on Mobile Phone...
Local Search Association – Quick Mobile Stats
All categories will show growth
Local Content Categories Mobile Audience Siz...
Local Search Association – Quick Mobile Stats
59% of smartphone owners‟ purchase decisions are
influenced by ads viewed on...
Poll 2

????
#6 The Rise of Vertical Specialists
#6 – The Rise of Vertical Specialists
#6 – The Rise of Vertical Specialists

35 Billion app downloads
• July 2009: 65,000 apps available
• October 2013: 1,000,0...
#7 Widening of the Map
#7 – Widening of the Map

Local search can create awareness of your
business to out-of-area consumers
#7 – Widening of the Map

From Pargo

• 71% of consumers would go 5-10 minutes out of their way for a
$5 rebate on a $50 p...
#8 More Metadata for Listings
and Directories
#8 – More Metadata for Listings and Directories

Which one are you?
#8 – More Metadata for Listings and Directories

“When researching a local service online, what information is important t...
#9 Blurring of the Lines Between
Online and Offline
#9 – Blurring of the Lines Between Online and Offline
#9 – Blurring of the Lines Between Online and Offline
•

The rise of Loyalty Marketing drive new offline interaction

•

7...
#10 Proximity Marketing
#10 – Proximity Marketing
•

Borrell estimates that $5.81 billion will be
spent in the U.S. by 2015 on Mobile Proximity
Ma...
#10 – Proximity Marketing

Geofencing
Poll 3

????
Kenshoo Delivers
Closed-loop Targeting. Universal Integration. Dynamic Attribution. Predictive Analytics.

Infinite Optimi...
Kenshoo Local. Market Locally. Manage Centrally
Scale Enablement:
•

Specialized features for the creation and
management ...
Kenshoo Local. Market Locally. Manage Centrally
Local Targeting:
Local targeting options and extensions to
improve CTR, co...
Q&A

Kenshoo.com/Local-Search-Guide
For more great Kenshoo research, please visit www.kenshoo.com
Winning in Local Search: Top 10 Trends for 2014 - Kenshoo Webinar
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Winning in Local Search: Top 10 Trends for 2014 - Kenshoo Webinar

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Presentation from the December 18th webinar, "Winning in Local Search: Top 10 Trends for 2014." Kenshoo's Josh Dreller moderated a discussion between Kenshoo Local Product Director, Paul Wicker, and Jason Peaslee, Managing Partner at Thrive Analytics, around the top trends for local search marketers to get on their radar for 2014.

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Winning in Local Search: Top 10 Trends for 2014 - Kenshoo Webinar

  1. 1. Winning in Local Search: Top 10 Trends for 2014
  2. 2. Webinar Instructions Audio instructions • Listen via computer speakers or use phone numbers listed in email from gotowebinar@citrixonline.com • Still can‟t hear the webinar? Tell us please! • Ask questions using the Questions box
  3. 3. Download the Guide Kenshoo.com/Local-Search-Guide
  4. 4. Today’s Speakers Josh Dreller Director of Marketing Research, Kenshoo Paul Wicker Director of Product, Kenshoo Local Jason Peaslee Managing Partner, Thrive Analytics on behalf of the Local Search Association
  5. 5. What is Local Marketing? Local marketing is really about the focus of the program itself. It‟s about adapting messaging and targeting to reach a local audience and best influence those consumers to take action at a local level.
  6. 6. The Four Key Digital Channels of Local Search
  7. 7. Local-local and National-local • Local-local: Local organizations that try to stimulate business within their area (i.e. a local hardware store or small regional chain of hardware stores) • National-local: National (or even global) advertisers that customize their programs in order to compete on a local level (i.e. a large hardware chain with many individual store locations)
  8. 8. Poll 1 ????
  9. 9. #1 More Local Searches Via Web-enabled Content
  10. 10. #1 – More Local Searches Via Web-enabled Content
  11. 11. #1 – More Local Searches Via Web-enabled Content More time spent online than ever before • Increased consumer usage with phones and tablets • Just more web-enabled devices overall (next generation gaming consoles, digital billboards, Google glass, etc.) • Social media More digital marketing • 1 in 4 ad dollars going to online channels now $$$$
  12. 12. #2 Content as the Next Frontier for Local Search Marketing
  13. 13. #2 – Content as the Next Frontier for Local Search Marketing • Bow Truss Coffee Roasters
  14. 14. #2 – Content as the Next Frontier for Local Search Marketing • Bow Truss Coffee Roasters
  15. 15. #2 – Content as the Next Frontier for Local Search Marketing • Bow Truss Coffee Roasters
  16. 16. #2 – Content as the Next Frontier for Local Search Marketing Content ideas • Blogs • Answer questions from your customers • Highlight benefits of your products/services • Contests • eBooks • Webinars • Infographics
  17. 17. #3 Social Media at the Center of All Advertising Programs
  18. 18. #3 – Social Media at the Center of All Advertising Programs • Drive Word of Mouth (WOM) • Historically the best form of advertising • Facebook Graph Search • Not just Facebook: Pinterest, Instagram and other social networks • National-local: close the Search/Social loop • Local-local: curated content feed • Try paid social advertising to promote organic social content
  19. 19. #3 – Social Media at the Center of All Advertising Programs • Reviews and recommendations now on steroids with social sharing • Check out the section within the Kenshoo Guide to Local Search: How to Get Customers to Write Reviews
  20. 20. #4 The Era of Real-time Marketing
  21. 21. #4 – The Era of Real-time Marketing Reach consumers while they„re in market (versus days, weeks, even hours later) via Retargeting
  22. 22. #4 – The Era of Real-time Marketing Problem Which products are popular? Solution Which products are converting? Which products are competitive?
  23. 23. #5 Don’t Just Survive the Mobile Wave, Surf It!
  24. 24. #5 – Don’t Just Survive the Mobile Wave, Surf It!
  25. 25. #5 – Don’t Just Survive the Mobile Wave, Surf It! The first step is have a strong mobile presence • 44% of phone owners and 50% of tablet owners are disappointed companies don't have an optimized site • 38% of phone owners and 47% of tablet owners are disappointed when companies don't have a mobile app • 38% of phone owners and 44% of tablet owners agree with the statement: "I am less likely to re-visit a brand’s site if it wasn't optimized for my mobile device the first time I visited it” Source: “Yahoo! Smart Mobile How mobility influences category shopping”
  26. 26. Local Search Association Quick Mobile Stats December 6, 2013
  27. 27. Local Search Association – Quick Mobile Stats • 79% of the US population will own and use a mobile phone in 2014 • 65% will be Smartphones
  28. 28. Local Search Association – Quick Mobile Stats • 48% of all local searches will be on mobile • 60% of 18-44 year old mobile phone users will access local content • Smartphone users are 5.5x more likely to access local content Sources: comScore MobiLens U.S, July 2013; eMarketer 2013
  29. 29. Local Search Association – Quick Mobile Stats Local content will be accessed by Apps Local Content Access on Mobile Phones (in Millions) Dec-11 Dec-12 Jul-13 +33% 99.0 85.7 +47% 74.5 +28% 66.7 45.5 54.4 44.2 50.7 56.6 +24% 13.7 16.0 17.0 Any Access Method Application Browser *Local content defined as searching for information on maps, movies, business directories or restaurants. Source: comScore MobiLens (US Mobile Subscribers Age 13+) Jul’13 3 mo. Avg. SMS
  30. 30. Local Search Association – Quick Mobile Stats All categories will show growth Local Content Categories Mobile Audience Size and Growth +15% (in Millions) +17% 373 430 110 +16% Audience (MM) 94 85 73 +13% 44 +14% 50 35 +16% 40 +14% +8% 35 41 34 +19% 39 29 31 20 Total Local Content* Weather Maps Movie Info. Restaurant Info. Oct-12 Classifieds Traffic Biz Directories 24 Real Estate Oct- 13 * Local Content defined as Business Directories, Classifieds, Maps, Movie Information, Real Estate Listings, Restaurant Info, Traffic, and/or Weather category access Access methods include Browser, Application and SMS Source: comScore MobiLens U.S, October 2012 - 2013
  31. 31. Local Search Association – Quick Mobile Stats 59% of smartphone owners‟ purchase decisions are influenced by ads viewed on their device* 20% of all retail ecommerce sales will be from mobile ($57B)** Sources: *Prosper Mobile Insigts, June 2013;**Emarketer 2013
  32. 32. Poll 2 ????
  33. 33. #6 The Rise of Vertical Specialists
  34. 34. #6 – The Rise of Vertical Specialists
  35. 35. #6 – The Rise of Vertical Specialists 35 Billion app downloads • July 2009: 65,000 apps available • October 2013: 1,000,000+ apps available At some point, every category will have a vertical leader that will be the starting point for local search Do the research: Who are the vertical specialists in your category?
  36. 36. #7 Widening of the Map
  37. 37. #7 – Widening of the Map Local search can create awareness of your business to out-of-area consumers
  38. 38. #7 – Widening of the Map From Pargo • 71% of consumers would go 5-10 minutes out of their way for a $5 rebate on a $50 product • 87% would travel the extra distance for a $10 rebate • 93% of consumers would travel 5-10 minutes out of their way for a $15 rebate
  39. 39. #8 More Metadata for Listings and Directories
  40. 40. #8 – More Metadata for Listings and Directories Which one are you?
  41. 41. #8 – More Metadata for Listings and Directories “When researching a local service online, what information is important to you?” Source: Thrive Analytics, 2013 Local Search & Advertising Study; Base: 2,004 adults (multiple responses allowed)
  42. 42. #9 Blurring of the Lines Between Online and Offline
  43. 43. #9 – Blurring of the Lines Between Online and Offline
  44. 44. #9 – Blurring of the Lines Between Online and Offline • The rise of Loyalty Marketing drive new offline interaction • 70% of mobile searchers reporting they click to call directly from the search results to connect with a business • Retailers offer online purchase with in-store pickup in hopes of increasing the ticket before the consumer leaves
  45. 45. #10 Proximity Marketing
  46. 46. #10 – Proximity Marketing • Borrell estimates that $5.81 billion will be spent in the U.S. by 2015 on Mobile Proximity Marketing ($0.8 billion was spent in 2010) • 70% of smartphone owners use location based apps (Pew Research)
  47. 47. #10 – Proximity Marketing Geofencing
  48. 48. Poll 3 ????
  49. 49. Kenshoo Delivers Closed-loop Targeting. Universal Integration. Dynamic Attribution. Predictive Analytics. Infinite Optimization TM
  50. 50. Kenshoo Local. Market Locally. Manage Centrally Scale Enablement: • Specialized features for the creation and management of hundreds or thousands of small business search campaigns Automated Management: • Tools to ensure campaigns hit specific contract budgets and performance objectives. Reporting: • Automated generation of simple, intuitive reports for small business owners and internal stakeholders.
  51. 51. Kenshoo Local. Market Locally. Manage Centrally Local Targeting: Local targeting options and extensions to improve CTR, conversions and overall campaign performance. Call Conversion Optimization: Technology to identify which keywords drive the most phone calls and tools to increase call volume. Business Listing Management: Integration with additional networks to create, manage and track business listings across Local networks
  52. 52. Q&A Kenshoo.com/Local-Search-Guide
  53. 53. For more great Kenshoo research, please visit www.kenshoo.com

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