The Future of Local Advertising in a Mobile First World.

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Bubble Finder - Here are the slides for the talk I gave at Dx3 in Toronto, Canada on March 7, 2013.

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The Future of Local Advertising in a Mobile First World.

  1. 1. The Future of Local Advertising... ...in a Mobile First World. @bubblefinder Presentation at #Dx32013Saturday, March 16, 2013
  2. 2. Local Advertising is Everywhere.Saturday, March 16, 2013
  3. 3. BILLBOARDS TWITTER T.V. GROUPON RADIO INTERNET DIRECT MAIL Local Advertising is Everywhere. MOBILE EMAIL POSTERS SIGNAGE GOOGLE FACEBOOK YOUTUBE COUPONS LINKEDINSaturday, March 16, 2013
  4. 4. People can’t remember all the marketing all the time.Saturday, March 16, 2013
  5. 5. So they tune it out.Saturday, March 16, 2013
  6. 6. Path-to-purchase is based on a few key needs.Saturday, March 16, 2013
  7. 7. Path-to-purchase is based on a few key needs. IMPULSE / CRAVINGSaturday, March 16, 2013
  8. 8. Path-to-purchase is based on a few key needs. IMPULSE / TRY NEW / CRAVING PROMOTIONSaturday, March 16, 2013
  9. 9. Path-to-purchase is based on a few key needs. IMPULSE / TRY NEW / SPEED / CRAVING PROMOTION CONVENIENCESaturday, March 16, 2013
  10. 10. Path-to-purchase is based on a few key needs. IMPULSE / TRY NEW / SPEED / VALUE / CRAVING PROMOTION CONVENIENCE COUPON DEALSaturday, March 16, 2013
  11. 11. Path-to-purchase is based on a few key needs. IMPULSE / TRY NEW / SPEED / VALUE / LOYALTY / CRAVING PROMOTION CONVENIENCE COUPON DEAL PREFERENCESaturday, March 16, 2013
  12. 12. But making purchase decisions is not always easy.Saturday, March 16, 2013
  13. 13. Undecided consumers need help to make a decision.Saturday, March 16, 2013
  14. 14. To help me decide, I can... “Surveys by Google have found that 95 percent of consumers use their phones to make local decisions such as where to eat, and 90 percent of those users took action within 24 hours on the basis of those searches.” - Jay Akkad, product manager for mobile local ads at Google.Saturday, March 16, 2013
  15. 15. To help me decide, I can... LOOK OR WALK AROUND “Surveys by Google have found that 95 percent of consumers use their phones to make local decisions such as where to eat, and 90 percent of those users took action within 24 hours on the basis of those searches.” - Jay Akkad, product manager for mobile local ads at Google.Saturday, March 16, 2013
  16. 16. To help me decide, I can... SEARCH LOOK OR WALK GOOGLE AND AROUND REVIEW SITES “Surveys by Google have found that 95 percent of consumers use their phones to make local decisions such as where to eat, and 90 percent of those users took action within 24 hours on the basis of those searches.” - Jay Akkad, product manager for mobile local ads at Google.Saturday, March 16, 2013
  17. 17. To help me decide, I can... SEARCH LOOK OR WALK LAUNCH A GOOGLE AND AROUND DISCOVERY APP REVIEW SITES “Surveys by Google have found that 95 percent of consumers use their phones to make local decisions such as where to eat, and 90 percent of those users took action within 24 hours on the basis of those searches.” - Jay Akkad, product manager for mobile local ads at Google.Saturday, March 16, 2013
  18. 18. To help me decide, I can... SEARCH LEVERAGE LOOK OR WALK LAUNCH A GOOGLE AND LOCAL AREA AROUND DISCOVERY APP REVIEW SITES KNOWLEDGE “Surveys by Google have found that 95 percent of consumers use their phones to make local decisions such as where to eat, and 90 percent of those users took action within 24 hours on the basis of those searches.” - Jay Akkad, product manager for mobile local ads at Google.Saturday, March 16, 2013
  19. 19. To help me decide, I can... SEARCH LEVERAGE BASE IT ON LOOK OR WALK LAUNCH A GOOGLE AND LOCAL AREA PREVIOUS AROUND DISCOVERY APP REVIEW SITES KNOWLEDGE EXPERIENCE “Surveys by Google have found that 95 percent of consumers use their phones to make local decisions such as where to eat, and 90 percent of those users took action within 24 hours on the basis of those searches.” - Jay Akkad, product manager for mobile local ads at Google.Saturday, March 16, 2013
  20. 20. So how can we market to the undecided consumer?Saturday, March 16, 2013
  21. 21. Let’s look at this from a business perspective.Saturday, March 16, 2013
  22. 22. I want to attract more LOCAL customers.Saturday, March 16, 2013
  23. 23. Local (Mobile) Advertising Options for Businesses...Saturday, March 16, 2013
  24. 24. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  25. 25. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  26. 26. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  27. 27. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  28. 28. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  29. 29. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  30. 30. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  31. 31. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  32. 32. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  33. 33. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  34. 34. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  35. 35. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  36. 36. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  37. 37. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  38. 38. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  39. 39. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  40. 40. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  41. 41. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  42. 42. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  43. 43. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  44. 44. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or ResourcesSaturday, March 16, 2013
  45. 45. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Other Non-Mobile Options: Direct Mail, Flyer, TV, Radio, Email, Billboards, etc.Saturday, March 16, 2013
  46. 46. Umm, local (mobile) advertising is not easy!Saturday, March 16, 2013
  47. 47. And with some digital advertising options Such as Google SEO + Facebook EdgeRank...Saturday, March 16, 2013
  48. 48. We’re at the mercy of an algorithm.Saturday, March 16, 2013
  49. 49. But in a Mobile First World...Saturday, March 16, 2013
  50. 50. YOU are the algorithm.Saturday, March 16, 2013
  51. 51. And for the first time... Businesses Consumers LEVEL PLAYING FIELDSaturday, March 16, 2013
  52. 52. Location, location, location!Saturday, March 16, 2013
  53. 53. Have you heard of the mobile revolution?Saturday, March 16, 2013
  54. 54. Out of the 5 billion mobile phones in the world, 1.08 billion are smartphones. 9 out 10 smartphone users use their device on a daily basis (I think it’s 10/10!). Shoppers with multiple devices averaged nearly 30 local searches per week.Saturday, March 16, 2013
  55. 55. But is this what we’re calling the mobile revolution?Saturday, March 16, 2013
  56. 56. Mobile is not about search, it’s about discovery.Saturday, March 16, 2013
  57. 57. Mobile is not about planning, it’s about immediacy.Saturday, March 16, 2013
  58. 58. No one has found the recipe for mobile marketing.Saturday, March 16, 2013
  59. 59. Until today...Saturday, March 16, 2013
  60. 60. Saturday, March 16, 2013
  61. 61. WE’RE PUTTING ALL THE LATEST PROMOTIONS... ...AT YOUR FINGERTIPSSaturday, March 16, 2013
  62. 62. One location at a time.Saturday, March 16, 2013
  63. 63. In 3 simple words...Saturday, March 16, 2013
  64. 64. Saturday, March 16, 2013
  65. 65. MANAGE. MARKET. MONITOR.Saturday, March 16, 2013
  66. 66. Manage: Location(s) All Your Location Details in One Spot Edit/Update Whenever You Want! With LOCAL Social Media integrationsSaturday, March 16, 2013
  67. 67. Market: Campaigns Upload Full-Screen, Rich Mobile Ads With Interactive Buttons + Videos Advanced Local Targeting Options!Saturday, March 16, 2013
  68. 68. Monitor: Feedback Collect Private Customer Feedback Reply to Customers via the Platform Track Survey Satisfaction Results!Saturday, March 16, 2013
  69. 69. Smart. Fast. Easy.Saturday, March 16, 2013
  70. 70. The mobile revolution starts today.Saturday, March 16, 2013
  71. 71. 3 Strategies for a Mobile First World.Saturday, March 16, 2013
  72. 72. 1. Leave everything about the web behind.Saturday, March 16, 2013
  73. 73. 2. Prepare your business for mobile.Saturday, March 16, 2013
  74. 74. 3. Give local advertising a mobile focus.Saturday, March 16, 2013
  75. 75. THANK YOU! @bubblefinder bubblefinder.com Ask for a demo!Saturday, March 16, 2013

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