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GenieKnows - Local Search

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'Local Search - Finding the Right Customers'. This was a presentation delivered to the Atlantic Internet Marketing (AIM) conference in Halifax, NS. April 23rd 2009

'Local Search - Finding the Right Customers'. This was a presentation delivered to the Atlantic Internet Marketing (AIM) conference in Halifax, NS. April 23rd 2009

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    GenieKnows - Local Search GenieKnows - Local Search Presentation Transcript

    • 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
    • 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?”
    • 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)
    • 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 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;
    • 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
    • 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?
    • 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)
    • Contact me:
      • EMAIL: [email_address]
      • TWITTER: twitter.com/markharper
      • LINKEDIN: linkedin.com/in/harpermark