Local Search<br />Dennis Glavin<br />Local Advertising Lead<br />Microsoft Advertising<br />
The Three Phases of Local Search<br />The First Date<br />Dating<br />Marriage<br />2<br />
Outside Influences<br />3<br />
Harvesting Investment in Offline Media<br />37%<br />38%<br />Number of consumers reported LEVERAGING MOBILE to look for m...
Partnerships at Scale<br />Query<br />Share<br />5<br />
Bing Business Portal<br />6<br />
The Dating Phase<br />7<br />
Social Signals<br />“50% increase in consumers trusting their social network contacts for product recommendations”<br />8<...
Hubs of Opportunity<br />Day One - Residential<br />Day Two – Commercial Area<br />Cold Relief	5:07 PM<br />Runny Nose	5:2...
10<br />PC & Mobile Query Intent<br />70%<br />70%<br />In 1 Month<br />In 1 Hour<br />Source:  Bing for Mobile 2010<br />
11<br />Opportunity <br />Bing Deals<br />“78% of consumers want                                     special offers or pro...
Opportunity <br />Hyperlocal Ad Opportunities<br />“64% of consumers expect a                                          bus...
National Scale w/ Local Presence<br />13<br />
The Marriage Phase<br />14<br />
In-Store Engagement<br />90%<br />Use mobile search<br />Of shoppers use              search as part of their   shopping a...
Bing Vision<br />16<br />
Bing Vision<br />
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Sis sat 0845 dennis glavin

  1. 1. Local Search<br />Dennis Glavin<br />Local Advertising Lead<br />Microsoft Advertising<br />
  2. 2. The Three Phases of Local Search<br />The First Date<br />Dating<br />Marriage<br />2<br />
  3. 3. Outside Influences<br />3<br />
  4. 4. Harvesting Investment in Offline Media<br />37%<br />38%<br />Number of consumers reported LEVERAGING MOBILE to look for more information after seeing a product advertised via OUTDOOR, NEWSPAPERorRADIO AD.<br />Number of consumers reported LEVERAGING PC & MOBILE to look for more information after seeing a product advertised viaTELEVISION.<br />4<br />Source: ROI Research & Microsoft Advertising, 2010<br />
  5. 5. Partnerships at Scale<br />Query<br />Share<br />5<br />
  6. 6. Bing Business Portal<br />6<br />
  7. 7. The Dating Phase<br />7<br />
  8. 8. Social Signals<br />“50% increase in consumers trusting their social network contacts for product recommendations”<br />8<br />Source: eMarketer article, “Who Gives the Most Trusted Recommendations”, February 2011<br />
  9. 9. Hubs of Opportunity<br />Day One - Residential<br />Day Two – Commercial Area<br />Cold Relief 5:07 PM<br />Runny Nose 5:20 PM<br />Pharmacy 6:31 PM<br />Walgreens Houston 5:07 PM<br />Walgreens + ATM 5:20 PM<br />Walgreens Directions 6:31 PM<br />9<br />Source: Bing for Mobile 2010<br />
  10. 10. 10<br />PC & Mobile Query Intent<br />70%<br />70%<br />In 1 Month<br />In 1 Hour<br />Source: Bing for Mobile 2010<br />
  11. 11. 11<br />Opportunity <br />Bing Deals<br />“78% of consumers want special offers or promotions”<br />+<br />Source: TMP Directional Marketing and 15Miles, Local Search Usage Study September 2010.<br />
  12. 12. Opportunity <br />Hyperlocal Ad Opportunities<br />“64% of consumers expect a business distance to be within 15 miles”<br />12<br />Source: TMP Directional Marketing and 15Miles, Local Search Usage Study September 2010.<br />
  13. 13. National Scale w/ Local Presence<br />13<br />
  14. 14. The Marriage Phase<br />14<br />
  15. 15. In-Store Engagement<br />90%<br />Use mobile search<br />Of shoppers use search as part of their shopping activity<br />84%<br />Of Smartphone users compare prices in stores<br />46%<br />Source: Essential Research, 2009; Yahoo Mobile Search Webinar, April 2011<br />15<br />
  16. 16. Bing Vision<br />16<br />
  17. 17. Bing Vision<br />
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