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We’ve reached an inflection point in digital marketing, as quarterly smartphone sales have now surpassed the sales of personal computers and laptops. As a result, consumer use of mobile search and social applications is growing exponentially. And even outside of mobile activity, the path to purchase is increasingly being influenced by brand & product research that consumers are conducting online. To take advantage of these new consumer behaviors, fashion brands and retailers need to adapt quickly. Red Door Interactive’s John Faris will break down the high-impact tactics that marketers can deploy to mobilize and localize their digital strategy. The seminar will touch on local SEO, local paid search, and social check-in services that drive offline activity.
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Editor's Notes
- If you need proof that mobile is pervasive, check Sterling Spencer
- So not only are their waterproof phones, but the technology in these things is insane. Turns out that there is more processing power in an iphone, than the computers NASA used to put a man on the moon and still uses today.
- When people use their phone to search, they generally end up discussing the topic with others, continuing their research, visiting a business, or purchasing a product or service.
- When it comes to shopping, 79% rely on smartphones to help. They mostly use their phone to locate a retailer, read product reviews, contact a retailer, and look for coupons.
- OK, so lets dig into what you can actually do to take advantage of local and mobile opportunitiesLets start with local/Mobile Organic search.
- The yellow pages and 411 are on the decline because now 70% of local business searches are now conducted online. When people look up local information on a search engine, 77% of them end up contacting a business. If you focus on local search optimization, that business can be yours.
- If this doesn’t look familiar to you as a retailer, then you are missing out on an opportunity get more customers and help people find you when they are ready to buy. It’s a Google Places page. Let me walk you through a customer experience really quickly.
- If you click through to the Google Places listing, you will see the business profile of this particular location. Within the listing you’ll see the categories that the business belongs in, the store’s hours, photos/videos, and even offers at the bottom. Its totally free to claim, verify, and enhance your Google Places listingsIt will take some effort though, since you want all of the info to be as specific to the location as possible. The most important element to optimize is the category. Make sure that you enter relevant keywords into that area. Reviews also have an impact on rankings, and I’ll be providing some specific tips for that later. But back to that offer…if a user clicks there, it takes them to the offers page.
- Having an offer is a great way to measure the effectiveness of your Google Places listing.
- So claiming, verifying, and enhancing your Google Places page is step one in optimizing your local presence, so that you can show up in that top local listing like Sport’s Authority does. Step two is building citations to your retail locations. Citations are like links in traditional SEO. They provide credibility that your location is real and that it is an important location. Citations are just mentions of you location name, address, and phone number on third-party websites. The most common places to develop citations are in data aggregator databases like Infousa and axciom, web directories like Best of the Web, and regional guides like Citysearch. As you can see, there are quite a few of these sites that feed each other and which ultimately feed citations to Google. This can be an arduous process if you have a lot of locations, but there are vendors that can help you distribute all of your location data to these sites.
- While it is super important to show up on local searches taking place on desktop computers, it is just as important, if not more, to show up in Mobile searches, since 95% of smartphone users have looked for local information on their phones.
- So using sports authority as an example again, you can see the user conducting the same search “Sporting Goods Encinitas.” Again the Google Places listing shows up and take the entire browser screen up, pushing traditional website results below the fold. This makes it even more important to optimize and show up high in Google Places. If the user clicks on the red dot, they will get to your places page. But if they click on the blue link, they’ll land on your Website. Hopefully it’s a mobile friendly site, like Sport Authority’s got. In fact, they’ve got a pretty killer set-up here. You can browse the mobile site, provide your zip for nearby locations, or even autodetect stores nearest your current location. Either way, you get all the information you need to easily get to the store you want and see hours and directions.
- While organic local search is a huge opportunity, ittakes time and quite a bit of effort to optimize at scale, and you aren’t guaranteed results.Paid search on the other hand is less of a black box. You can put budget towards it and have a good idea of what the outcome will be.
- So another example of a mobile experience, this time using specialty retailer, Cabela’s, as an example. In this case they are bidding on a branded term within the mobile search results. They are using “Sitelink extensions” to promote a sale that they are having. Clicking on the 4 Day sale, lands you on a landing page specific to the 4 day sale. Unfortunately, Cabela’s hasn’t made mobile version of this page, but it’s a relevant landing page nonetheless. For this crowd, sitelinks represent another great opportunity to high-five you manufacturer amigos, and set up a co-opp deal. For instance SunDiego could have sitelinks to Volcom and Quiksilver landing pages on their site.
- And now back to the desktop experience, you can see that a search for Scuba Equipment results in a local search result from House of Scuba, which includes their retail address. Alternatively, if you were to do the same search on Google Maps…
- You can see their ad and organic listing their as well.
- So now that you know how to create location-specific advertisements in the search results, you’ll probably want to understand if they are ROI positive. Traditionally, people have judged their investment in search based on the amount of resulting ecommerce sales. But that model ignores the fact that the majority of search-driven sales take place offline. In fact, by 2012, 50% of all retail sales will be influenced by the internet, and by search in particular.
- The easiest way to measure the impact of your online advertising on offline sales, is to use unique coupons.Yet another time when you can team up with a brand to develop a special offer. Alternatively, you can do test and control market testing. Where you run ads heavily in some markets, while leaving similar markets dark. By comparing the incremental sales in test markets to the controls, you can extrapolate ROI.
- This doesn’t have to be done at the state-level as shown on the previous slide though. Google can geo-target at the regional or metro level, or within a radius of a retail location. You can even draw the geo-fence borders yourself! Here’s an example of how Cabela’s used Google to test their geotargeted paid search campaign’s effectiveness.
- Beyond traditional search results like those found in Google, Yahoo!, and Bing; you can also pay for performance on GPS apps and in-car navigation systems.
- Again, a coupon is generally the easiest way to track the success of such campaigns. Although most of these ad platforms will provide you with reporting on how many people called your locations as a result of a search, and how many actually asked for “drive to” directions.
- Not to mention, a recent study found that 37% of shoppers say they are influenced by online social sources. And those sources come in a variety of flavors, as you can see from the chart on the right. Everything from Video Sharing on youTube, which you’ll be hearing about from another speaker later, to social bookmarking sites like Stumbleupon. But for the sake of today’s discussion, I’m going to stick with deal sites, image sharing sites, location-based social sites.