Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
#SMX #24C @hoffman8
Amy Bishop, Clix Marketing
Winning At Mobile
#SMX #24C @hoffman8
 Director: Audits, Outbound,
Training at Clix Marketing
 Multi-Channel Experience
 Indiana Native &...
#SMX #24C @hoffman8
 Proximity Based Targeting
 Interest Based Geotargeting
 Layering Audiences
 Considerations
Agenda
#SMX #24C @hoffman8
 60% of local searchers say location
information in ads is important to them
 4 in 5 searchers prefe...
#SMX #24C @hoffman8
Proximity Based Targeting
#SMX #24C @hoffman8
 Geo-fencing
 Radius Targeting
Proximity Based Targeting
#SMX #24C @hoffman8
Your Locations
72% of
Consumers
who
Performed a
Local
Search
Visited a
Store Within
5 Miles
#SMX #24C @hoffman8
Searches Containing “Near Me”
Google Think, April 2015 https://think.storage.googleapis.com/docs/i-wan...
#SMX #24C @hoffman8
#SMX #24C @hoffman8
 Review performance by radius
 Determine opportunities to tighten or expand location
targeting
Deter...
#SMX #24C @hoffman8
Targeting Nearby Consumers
Google Think, May 2014 https://think.storage.googleapis.com/docs/how-advert...
#SMX #24C @hoffman8
Consumers Will Go In-Store If…
Google Think, May 2014 https://think.storage.googleapis.com/docs/how-ad...
#SMX #24C @hoffman8
Competitive Targeting
#SMX #24C @hoffman8
42%
of consumers conduct research online
while in stores
#SMX #24C @hoffman8
Targeting Competitor Stores?
#SMX #24C @hoffman8
42%
of consumers conduct research online
while in stores
#SMX #24C @hoffman8
 Brand Awareness: Target stores with similar
demographics to generate interest
 Location Awareness: ...
#SMX #24C @hoffman8
How Consumers Conduct Research While In-Store
#SMX #24C @hoffman8
Product Inventory Ads
When Asked What
Information Was
Important:
 74% availability of
item (in-stock)...
#SMX #24C @hoffman8
 Search
 Social Ads
 GDN
 Mobile Providers
Determining a Channel
#SMX #24C @hoffman8
In-Store research habits provide one last
chance to grab the sale from a competitor.
#SMX #24C @hoffman8
Interests Derived from Location
#SMX #24C @hoffman8
Timing Matters
#SMX #24C @hoffman8
Consider Your Target Demographics’ Interests.
Where Do They Spend Their Time?
#SMX #24C @hoffman8
Sale On
Athletic
Tops!
Free S&H!
#1 Dog Lover’s
Subscription
Treat Box!
10% Off Your
Rental!
#SMX #24C @hoffman8
 Used longitude & latitude coordinates to
implement a bid modifier for a small radius
around brick an...
#SMX #24C @hoffman8
Layering Consumer Data
#SMX #24C @hoffman8
Use
Audiences to
Find Your
Customers
#SMX #24C @hoffman8
Layering Opportunities
Near Your Locations
Competitor Locations
Locations
Underscoring Need
Leads/Sale...
#SMX #24C @hoffman8
Get New Products In Front of Nearby Loyalists
= New Fall
Line In
Store
Now!
+
*Logged Into Customer Lo...
#SMX #24C @hoffman8
Deliver Customized Coupons
= 10% off
Tees In-
Store.
Today
Only!
+
*Shopped For Teeshirts* *Near A Sto...
#SMX #24C @hoffman8
Defend Your Customer Base
= Huge
Inventory
of Golf
Supplies
In-Stock!
+
*Visited The Site* *Near A Com...
#SMX #24C @hoffman8
In-Market Audiences
#SMX #24C @hoffman8
In-Market Audiences
#SMX #24C @hoffman8
Once at their destination,
56% of travelers rely on
their mobile device to find
& decide on activities...
#SMX #24C @hoffman8
Find Nearby
Customers By
Layering Lookalikes.
Prospecting
#SMX #24C @hoffman8
Lookalike Example:
Makes a
Purchase Online
#SMX #24C @hoffman8
 Purchasers/Clients
 Leads/Demos
 Email Subscribers
 Loyalty Programs
Consider Your Site Events & ...
#SMX #24C @hoffman8
 Demographics
 Affinity Audiences
 Interests
Additional Layering Opportunities
#SMX #24C @hoffman8
Considerations
#SMX #24C @hoffman8
 Be aware of strengths and weaknesses
 Make the intended action easy
 Strong CTA & value propositio...
#SMX #24C @hoffman8
#SMX #24C @hoffman8
 Make it Quick and Easy
 Reserve Online
 Book an Appointment
 In-Store Pick-Up
Messaging Convenien...
#SMX #24C @hoffman8
 Avoid Shipping Costs
 Get The Product Today (or Start the
Service Agreement)
 Coupons
Messaging Va...
#SMX #24C @hoffman8
Tracking The Pieces
Matching online data
against your CRM to
determine value:
• Appointments
• Calls
•...
#SMX #24C @hoffman8
 Retail chain with e-commerce & store locations
 Targeted a broad area with increased modifiers 5 mi...
#SMX #24C @hoffman8
Tracking Coupons Proved In-Store Sales
Drove 5x More Revenue than E-
commerce
Client Example:
#SMX #24C @hoffman8
Summary
Geotarget Wisely Layer Insights
Message Strategically Track Performance
#SMX #24C @hoffman8
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
Upcoming SlideShare
Loading in …5
×

SMX East 2015 Winning at Mobile - Amy Bishop

855 views

Published on

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.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

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

×