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LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

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This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive, in Charlotte 7/26/15. For more about the event and for a look at future events visit www.LSABootcamp.com.

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LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

  1. 1. Date: 07/26/2015 Speaker: Ben Tyson & Jeff Biesman Building a Successful Digital Marketing Strategy
  2. 2. Google Confidential and Proprietary Intro Background Ben Tyson 10 years in Online industry with Google, Hearst Media, and SuperMedia. Joined Google in 2013 to focus on training for Strategic Partnerships for Small-Medium Business/Local Channel. 2
  3. 3. Google Confidential and Proprietary 3 Jeff Biesman 22 years of total marketing experience. Former President & CMO in small business ecommerce verticals. Joined YP in 2014 as Vice President of Marketing for the local business channel. Background Intro
  4. 4. Google Confidential and Proprietary 1954: Roger Bannister and the 4-Minute Mile Google Confidential and Proprietary 4
  5. 5. Google confidential | Do not distribute Agenda The Digital Challenge Understanding Today’s Customer Where Do You Start DIY vs. Provider/Investment
  6. 6. Google confidential | Do not distribute Agenda The Digital Challenge Understanding Today’s Customer Where Do You Start DIY vs. Provider/Investment
  7. 7. YP Proprietary Information (Internal Use Only): ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
  8. 8. Google confidential | Do not distribute Agenda The Digital Challenge Understanding Today’s Customer Where Do You Start DIY vs. Provider/Investment
  9. 9. Google Confidential and Proprietary Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014
  10. 10. Google Confidential and Proprietary 1987...
  11. 11. Google Confidential and Proprietary 1989...
  12. 12. Google Confidential and Proprietary 1998... Mobile
  13. 13. Google Analytics aggregated data, 2014-2015 for April 1-14, US 20% increase in mobile's share of online sessions 29% increase in mobile conversion rates 18% decrease in time spent per visit
  14. 14. I-WANT-TO- GO MOMENTS of mobile users turn to a search engine when looking for a local business increase in “near-me” search interest The Consumer Barometer Survey 2014/2015, US, n=1,000, based on internet users 82% 2x
  15. 15. MOBILE USERS EXHIBIT STRONG BUYING INTENT have searched for local information of these people act within 24 hours 90% 97%
  16. 16. IN FACT… • 56% of mobile searchers call a business • 54% of mobile searchers make a purchase • 51% of mobile searchers visit a store • 59% of mobile searchers visit a retailer website • 59% of mobile searchers share information • 61% of mobile searchers continue researching Source: Google/Nielsen Life360 Mobile Search Moments, Q4 2012. The Mobile Power Hour: Within 60 minutes of searching
  17. 17. Mobile Users Respond to Advertising Structuring An Account For Success
  18. 18. Buy festival tote for Coachella next weekend 11:15pm On the bus, read about Coachella lineup 8:42am Use flashlight app to find dropped earring 11:09pm At bus stop, listen to new music playlist 8:30am At work, book Coachella tickets 11:36amOn bus, check email for sales this weekend 5:29pm Browse festival styles on YouTube 7:15pm Wake up and check today’s weather 6:50am At lunch, play Scrabble while waiting in line 1:33pm Use maps to get directions to Creole food truck 1:13pm 150X per day They Are Habitual
  19. 19. ** Mobile: a way of life for consumers Source: http://www.securenvoy.com/blog/2012/02/16/66-of-the-population-suffer-from- nomophobia-the-fear-of-being-without-their-phone/
  20. 20. 7:15am Find open coffee bar 7:53am Watch how-to fix bathroom video 8:59am Directions to Home Depot 10:07am Read about best running shoes 1:23pm Watch video on marathon 5:38pm Look up flights to Stockholm Micro-moments
  21. 21. Google Confidential and Propriety Micro-moments have changed the consumer journey Immediacy of action Acting on any stimulus, whenever we’re motivated to High expectations for relevance and for frictionless experiences Unscripted decisions More loyalty to the need in the moment vs. a brand
  22. 22. Google confidential | Do not distribute Agenda The Digital Challenge Understanding Today’s Customer Where Do You Start DIY vs. Provider/Investment
  23. 23. Google confidential | Do not distribute ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Charlotte’s Consumer – SMB Digital Divide
  24. 24. YP Proprietary Information (Internal Use Only): ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
  25. 25. A Mobile Responsive Site will Support Your Success 57% of users say they will not recommend a business with a poorly designed mobile site 1 57% Source: 1 “WhatUsers Want from Mobile,” Compuware, 2011. 2 Google Webmaster Central Blog, http://googlewebmastercentral.blogspot.com/2015/02/ finding-more-mobile-friendly-search.html ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. Beginning April 21st, Google changed their algorithm to expand their use of mobile- friendliness as a ranking signal in mobile search results 2
  26. 26. YP Proprietary Information (Internal Use Only): ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
  27. 27. YP Proprietary Information (Internal Use Only): ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
  28. 28. Google confidential | Do not distribute Agenda The Digital Challenge Understanding Today’s Customer Where Do You Start DIY vs. Provider/Investment
  29. 29. Search Video Mobile Offers Local Site Display 300 x 250 How to Manage Effectively at Scale? Social KNOWLEDG E
  30. 30. Google Channel Sales Team Requires proven performance at the highest level Gannett: 1 of 21 Google Premier SMB Partners Benefits include: ▪ Dedicated account management by Google ▪ Ability to beta test new products and features ▪ In-depth data and analytics provided by Google
  31. 31. Google Confidential and Proprietary Why are partners the way to go? BIA Kelsey Partners help SMBs for many reasons for lack of engagement, including confusion and lack of time. What SMBs Want: • Human interaction • Simple ad product • Clear value proposition for online fund shift • Advertising solutions customers want • Brand, quality, reach and results • Experts in search and digital advertising solutions • End to end solution covering all online marketing channels
  32. 32. Google Confidential and Proprietary Where Should I Invest Online? Search 31.5% Video Display 12.6% Other Display 9.3% Classified / Verticals 46.6% Search 28.5% Video Display 24.5% Other Display 4.4% Classified / Verticals 42.6% 2015AdSpendingSharebyMedia Total:$23.52Billion 2019AdSpendingSharebyMedia Total:$30.11Billion
  33. 33. Google Confidential and Proprietary How Much Should I Spend? – The Case for Search Engine Marketing Getting Started Growing Your Business At Scale $300 Up to $9,999 $10,000+ ypSearch ypSearch + MC2 ypSearchPro
  34. 34. Thank You!

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