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SMX East 2015 Winning at Mobile - Amy Bishop

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SMX East 2015 Winning at Mobile - Amy Bishop

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This presentation focuses on mobile marketing strategies as they pertain to geofencing, geoconquesting, geographies that indicate interest; opportunities to layer audiences and personas; and considerations/tracking/messaging for optimal execution.

This presentation focuses on mobile marketing strategies as they pertain to geofencing, geoconquesting, geographies that indicate interest; opportunities to layer audiences and personas; and considerations/tracking/messaging for optimal execution.

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SMX East 2015 Winning at Mobile - Amy Bishop

  1. 1. #SMX #24C @hoffman8 Amy Bishop, Clix Marketing Winning At Mobile
  2. 2. #SMX #24C @hoffman8  Director: Audits, Outbound, Training at Clix Marketing  Multi-Channel Experience  Indiana Native & Undercover Farmer  Loves cat memes. Ok, any memes. About Me
  3. 3. #SMX #24C @hoffman8  Proximity Based Targeting  Interest Based Geotargeting  Layering Audiences  Considerations Agenda
  4. 4. #SMX #24C @hoffman8  60% of local searchers say location information in ads is important to them  4 in 5 searchers prefer ads customized to their city or zip code Why It Matters
  5. 5. #SMX #24C @hoffman8 Proximity Based Targeting
  6. 6. #SMX #24C @hoffman8  Geo-fencing  Radius Targeting Proximity Based Targeting
  7. 7. #SMX #24C @hoffman8 Your Locations 72% of Consumers who Performed a Local Search Visited a Store Within 5 Miles
  8. 8. #SMX #24C @hoffman8 Searches Containing “Near Me” Google Think, April 2015 https://think.storage.googleapis.com/docs/i-want-to-go-micro-moments.pdf, Google Trends Searches containing “Near Me” Have Grown Exponentially. April 2015 50% of Local Searches From Mobile Devices Result in a Same-Day Store Visit 80% of “Near Me” Searches Occur On a Smartphone
  9. 9. #SMX #24C @hoffman8
  10. 10. #SMX #24C @hoffman8  Review performance by radius  Determine opportunities to tighten or expand location targeting Determining Your Radius
  11. 11. #SMX #24C @hoffman8 Targeting Nearby Consumers Google Think, May 2014 https://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf
  12. 12. #SMX #24C @hoffman8 Consumers Will Go In-Store If… Google Think, May 2014 https://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf
  13. 13. #SMX #24C @hoffman8 Competitive Targeting
  14. 14. #SMX #24C @hoffman8 42% of consumers conduct research online while in stores
  15. 15. #SMX #24C @hoffman8 Targeting Competitor Stores?
  16. 16. #SMX #24C @hoffman8 42% of consumers conduct research online while in stores
  17. 17. #SMX #24C @hoffman8  Brand Awareness: Target stores with similar demographics to generate interest  Location Awareness: Let potential customers know you have a store nearby  Intercept the Sale: Get to your customers before they commit Drive Customers In-Store or Drive Website Actions Such as Quotes/Calls/E-Comm How to Leverage Competitive Targeting
  18. 18. #SMX #24C @hoffman8 How Consumers Conduct Research While In-Store
  19. 19. #SMX #24C @hoffman8 Product Inventory Ads When Asked What Information Was Important:  74% availability of item (in-stock)  75% price of item at a nearby store Digital Impact on In-Store Shopping Study https://think.storage.googleapis.com/docs/digital-impact-on-in-store-shopping_research-studies.pdf
  20. 20. #SMX #24C @hoffman8  Search  Social Ads  GDN  Mobile Providers Determining a Channel
  21. 21. #SMX #24C @hoffman8 In-Store research habits provide one last chance to grab the sale from a competitor.
  22. 22. #SMX #24C @hoffman8 Interests Derived from Location
  23. 23. #SMX #24C @hoffman8 Timing Matters
  24. 24. #SMX #24C @hoffman8 Consider Your Target Demographics’ Interests. Where Do They Spend Their Time?
  25. 25. #SMX #24C @hoffman8 Sale On Athletic Tops! Free S&H! #1 Dog Lover’s Subscription Treat Box! 10% Off Your Rental!
  26. 26. #SMX #24C @hoffman8  Used longitude & latitude coordinates to implement a bid modifier for a small radius around brick and mortar locations  Noted a 108% Increase In Conversions  Subsequently Rolled Out to Facebook & Early Results Have Been Positive Case Study Example
  27. 27. #SMX #24C @hoffman8 Layering Consumer Data
  28. 28. #SMX #24C @hoffman8 Use Audiences to Find Your Customers
  29. 29. #SMX #24C @hoffman8 Layering Opportunities Near Your Locations Competitor Locations Locations Underscoring Need Leads/Sales Lookalikes Loyalists Site Visits Personas
  30. 30. #SMX #24C @hoffman8 Get New Products In Front of Nearby Loyalists = New Fall Line In Store Now! + *Logged Into Customer Loyalty UI* *Near A Store Location*
  31. 31. #SMX #24C @hoffman8 Deliver Customized Coupons = 10% off Tees In- Store. Today Only! + *Shopped For Teeshirts* *Near A Store Location* Add to Cart $$$
  32. 32. #SMX #24C @hoffman8 Defend Your Customer Base = Huge Inventory of Golf Supplies In-Stock! + *Visited The Site* *Near A Competitor Store* Add to Cart $$$
  33. 33. #SMX #24C @hoffman8 In-Market Audiences
  34. 34. #SMX #24C @hoffman8 In-Market Audiences
  35. 35. #SMX #24C @hoffman8 Once at their destination, 56% of travelers rely on their mobile device to find & decide on activities. Resident vs Traveling Source: Google Travel Study, June 2014, Ipsos MediaCT
  36. 36. #SMX #24C @hoffman8 Find Nearby Customers By Layering Lookalikes. Prospecting
  37. 37. #SMX #24C @hoffman8 Lookalike Example: Makes a Purchase Online
  38. 38. #SMX #24C @hoffman8  Purchasers/Clients  Leads/Demos  Email Subscribers  Loyalty Programs Consider Your Site Events & KPIs. Create Audiences & Lookalikes! Lookalike Suggestions
  39. 39. #SMX #24C @hoffman8  Demographics  Affinity Audiences  Interests Additional Layering Opportunities
  40. 40. #SMX #24C @hoffman8 Considerations
  41. 41. #SMX #24C @hoffman8  Be aware of strengths and weaknesses  Make the intended action easy  Strong CTA & value proposition Compelling The Consumer
  42. 42. #SMX #24C @hoffman8
  43. 43. #SMX #24C @hoffman8  Make it Quick and Easy  Reserve Online  Book an Appointment  In-Store Pick-Up Messaging Convenience Source: comScore, Neustar Localeze, and 15 Miles, Trends Shaping Local Search in 2014 Digital Impact on In-Store Shopping Study https://think.storage.googleapis.com/docs/digital-impact-on-in-store-shopping_research-studies.pdf
  44. 44. #SMX #24C @hoffman8  Avoid Shipping Costs  Get The Product Today (or Start the Service Agreement)  Coupons Messaging Value
  45. 45. #SMX #24C @hoffman8 Tracking The Pieces Matching online data against your CRM to determine value: • Appointments • Calls • Quotes Matchbacks In-Store Visits Leverage software to track customers that visit the store after engaging with an ad. Indicators • Store Locates & Getting Directions • Booking an Appointment Coupon Redemption Create a separate coupon promo for digital media and track in-store redemptions.
  46. 46. #SMX #24C @hoffman8  Retail chain with e-commerce & store locations  Targeted a broad area with increased modifiers 5 miles around each store  Utilized ads pushing coupon usage and competitive prices and discounts with location extensions  Coupons with a Unique ID were dynamically inserted into landing pages through ad params  Coupons eligible online or in-store Client Example:
  47. 47. #SMX #24C @hoffman8 Tracking Coupons Proved In-Store Sales Drove 5x More Revenue than E- commerce Client Example:
  48. 48. #SMX #24C @hoffman8 Summary Geotarget Wisely Layer Insights Message Strategically Track Performance
  49. 49. #SMX #24C @hoffman8 THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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  • According to Google searches have increased 34% from October 2011 to April 2015 but just look at how much they’ve grown from April 2015 to August 2015
  • Keep in mind, you’re not Just interrupting their session, you’re asking them to interrupt their day. Your ads need to be compelling and they need to contain the right information to trigger action.
  • Tier Bidding Based Upon Proximity
    Distribute coupons, store information, value propositions (speed, promos, etc)
  • Two points to make, in addition to what is on the slide:
    This is a scenario in which the intended audience is likely to be at a specific place (in this case, hospitals) without any other device
    We do target a broader geography for both desktop and mobile, in this situation, and I think that’s important to note because winning at mobile doesn’t always mean sacrificing desktop. It just means being smart about maximizing opportunities where people are most likely to have an immediate need, with access only to a phone.
  • Target local consumers via mobile, using lookalike audiences from people that have made purchases online.
  • Target in-market audiences for high value purchases, like vehicles
  • Target local consumers via mobile, using lookalike audiences from people that have made purchases online.
  • The point here is that if you don’t have a means to track in-store sales, you’re likely under-reporting performance.
  • ×