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.
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. #SMX #24C @hoffman8
Proximity Based Targeting
Interest Based Geotargeting
Layering Audiences
Considerations
Agenda
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
7. #SMX #24C @hoffman8
Your Locations
72% of
Consumers
who
Performed a
Local
Search
Visited a
Store Within
5 Miles
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
10. #SMX #24C @hoffman8
Review performance by radius
Determine opportunities to tighten or expand location
targeting
Determining Your Radius
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. #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
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
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. #SMX #24C @hoffman8
Search
Social Ads
GDN
Mobile Providers
Determining a Channel
25. #SMX #24C @hoffman8
Sale On
Athletic
Tops!
Free S&H!
#1 Dog Lover’s
Subscription
Treat Box!
10% Off Your
Rental!
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
29. #SMX #24C @hoffman8
Layering Opportunities
Near Your Locations
Competitor Locations
Locations
Underscoring Need
Leads/Sales
Lookalikes
Loyalists
Site Visits
Personas
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. #SMX #24C @hoffman8
Deliver Customized Coupons
= 10% off
Tees In-
Store.
Today
Only!
+
*Shopped For Teeshirts* *Near A Store Location*
Add to Cart
$$$
32. #SMX #24C @hoffman8
Defend Your Customer Base
= Huge
Inventory
of Golf
Supplies
In-Stock!
+
*Visited The Site* *Near A Competitor Store*
Add to Cart
$$$
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
41. #SMX #24C @hoffman8
Be aware of strengths and weaknesses
Make the intended action easy
Strong CTA & value proposition
Compelling The Consumer
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. #SMX #24C @hoffman8
Avoid Shipping Costs
Get The Product Today (or Start the
Service Agreement)
Coupons
Messaging Value
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. #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. #SMX #24C @hoffman8
Tracking Coupons Proved In-Store Sales
Drove 5x More Revenue than E-
commerce
Client Example:
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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.