Mark Harper VP Strategic Relations GenieKnows.com Local Search & Finding the Right Customers

Changing economic climate Sub-prime mortgage = melt-down > Credit and financial crunch > Everyone is effected in tough economic times World recession or depression? > Economic slowdown all sectors Hardest hit sectors > Banking, Auto, Property, Retail, Airlines

Sub-prime mortgage = melt-down

> Credit and financial crunch

> Everyone is effected in tough economic times

World recession or depression?

> Economic slowdown all sectors

Hardest hit sectors

> Banking, Auto, Property, Retail, Airlines

Marketing during a recession Tighter marketing budgets > Costs are under the microscope / cutbacks / shrinking budgets Smarter marketing spends > Calls for more creative Ad spending Measurable campaigns > “Can I measure it? / Does the Ad spend perform?” ROI that delivers > “What are the returns – does it make sense?”

Tighter marketing budgets

> Costs are under the microscope / cutbacks / shrinking budgets

Smarter marketing spends

> Calls for more creative Ad spending

Measurable campaigns

> “Can I measure it? / Does the Ad spend perform?”

ROI that delivers

> “What are the returns – does it make sense?”

Marketing spend shift Businesses are shifting their marketing tactics Traditional media brands are failing (Chicago Tribune, Seattle Post) Newspaper circulation declines 7% (Source: MarketWatch, April 2009 ) New technology & online services are taking more market share. ( Example : Urbanspoon and Yelp.com very popular App’s on the iPhone)

Businesses are shifting their marketing tactics

Traditional media brands are failing (Chicago Tribune, Seattle Post)

Newspaper circulation declines 7% (Source: MarketWatch, April 2009 )

New technology & online services are taking more market share. ( Example : Urbanspoon and Yelp.com very popular App’s on the iPhone)

Social media explosion Consumer behaviours are changing > Love it or hate - Facebook has 175M users Other social media platforms > Smart businesses adjust to embrace social media explosion;

Consumer behaviours are changing

> Love it or hate - Facebook has 175M users

Other social media platforms

> Smart businesses adjust to embrace social media explosion;

Local search marketing Local Information access is changing > Local content, reviews, weather and news sites (ie; AllNovaScotia.com) ROBO - Research online, buy offline > 89% of buyers perform ROBO before purchasing offline (Source: Comscore ) > As recently as Dec. 2008 data suggested that up to 50% of local businesses didn’t have a website presence. > Declines in traditional access to local information (YP & local print news). Newspaper circulation declines 7% (Source: MarketWatch, April 2009 )

Local Information access is changing

> Local content, reviews, weather and news sites (ie; AllNovaScotia.com)

ROBO - Research online, buy offline

> 89% of buyers perform ROBO before purchasing offline (Source: Comscore )

> As recently as Dec. 2008 data suggested that up to 50% of local businesses didn’t have a website presence.

> Declines in traditional access to local information (YP & local print news). Newspaper circulation declines 7% (Source: MarketWatch, April 2009 )

Local search marketing (cont.) User interaction & user generated content > Consumers are taking part in r eviews, rating, rants, blogs Businesses want motivated users > Positioning their products across local sites as users are engaged in a buying or research mode. > Local Search Engines taking more market share;

User interaction & user generated content

> Consumers are taking part in r eviews, rating, rants, blogs

Businesses want motivated users

> Positioning their products across local sites as users are engaged in a buying or research mode.

> Local Search Engines taking more market share;

Advantages of search marketing Campaign tracking tools > Array of 3 rd party management tools; Hitwise, Omniture etc. > Web Analytics; page views, clicks session time Adjusting campaigns > Respond to poorly performing campaigns > Adding new campaigns and keywords Taking advantage of trends > Respond quickly to an industry ‘buzz’ Diversify campaigns > Test multiple platforms for ROI that works

Campaign tracking tools

> Array of 3 rd party management tools; Hitwise, Omniture etc.

> Web Analytics; page views, clicks session time

Adjusting campaigns

> Respond to poorly performing campaigns > Adding new campaigns and keywords

Taking advantage of trends

> Respond quickly to an industry ‘buzz’

Diversify campaigns

> Test multiple platforms for ROI that works

Local marketing a case study RESTAURANT A creates a Facebook and MeetUp.com group page to announce events and post a link to its new website with a menu buys into a search marketing campaign targeting specific local keywords related to its business. opens a Twitter.com account to engage users who show an interest in dining out in their city RESTAURANT B decides to stay with their old print creative with a traditional offline business directory buys into local radio time slots to announce a recent refit and menu change. prints flyers to be posted across the City and handed out to passers by on the street Which restaurant is engaging their potential clients with a meaningful message?

RESTAURANT A

creates a Facebook and MeetUp.com group page to announce events and post a link to its new website with a menu

buys into a search marketing campaign targeting specific local keywords related to its business.

opens a Twitter.com account to engage users who show an interest in dining out in their city

RESTAURANT B

decides to stay with their old print creative with a traditional offline business directory

buys into local radio time slots to announce a recent refit and menu change.

prints flyers to be posted across the City and handed out to passers by on the street

Which restaurant is engaging their potential clients with a meaningful message?

Online marketing – industry trends Vertical search marketing now accounting for over 39% of all online spending (Source: Nielsen) Local online advertising to grow faster than any other online sector (Source: Kelsey Group, January 13 th ‘09)

Vertical search marketing now accounting for over 39% of all online spending (Source: Nielsen)

Local online advertising to grow faster than any other online sector (Source: Kelsey Group, January 13 th ‘09)

Contact me: EMAIL: [email_address] TWITTER: twitter.com/markharper LINKEDIN: linkedin.com/in/harpermark

EMAIL: [email_address]

TWITTER: twitter.com/markharper

LINKEDIN: linkedin.com/in/harpermark