LSA|14: State of the Local Search Association (Neg Norton)
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Neg Norton, LSA’s president, kicked off LSA|14 in Huntington Beach, Calif. by introducing a new way of thinking about the local advertising and marketing space and LSA’s three strategic initiatives to help the industry achieve success within it.
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LSA|14: State of the Local Search Association (Neg Norton)
- 1. State of the Association Neg Norton April 28, 2014
- 2. 2
- 4. What’s Changed? Consumers inundated with local business information Proliferation of digital and mobile platforms leading to new offerings and technologies No uniform path to purchase
- 8. CALL CLICK VISIT ACT • Print & online directories • Listings management • SEO & SEM marketing SEEK Daily deals Location-based apps & services Digital & mobile ad networks DISCOVER Social media management Online reviews management Website design & hosting Video services CONSIDER http://www.coolwebsitebuilder.com/ Last Mile Advertising
- 11. Ad To Action Awards Participants
- 12. Private Luncheon with Steve Wozniak
- 13. Distinguished Judging Panel Andrew Shotland, LocalSEOGuide.com Ken Burbary, Lowe Campbell Ewald Eric Franchi, Undertone Becky Minervino, Beam Chris Travers, Universal Business Listing Gordon Borrell, Borrell Associates Greg Sterling, Opus Research Hynek Stehno, Local Spectrum (SMG) Laura Rich, Street Fight Matt Picheny, MRY Neal Polachek, vSplash Paul Plant, Radicle Consulting Peter Minnium, IAB Sebastien Provencher, HomeAdvisor Canada (HelpedBy)
- 15. “Great dinner event, and an excellent group of people. I thought it was very productive from a business-social perspective… We look forward to our continued participation.” Think Tank NYC –Chris Travers, Universal Business Listing
- 16. Think Tank Events Chicago Los Angeles San Francisco
- 17. Metrics That Matter Database Compiles real campaign results from all forms of local media Provides comprehensive view of local media performance Initial focus on mobile and print Yellow Pages campaigns Internet Yellow Pages, search engine marketing and social media campaigns to be added
- 18. Metrics That Matter Database 0.82% 0.40% MTM Advertisers Industry Benchmark Industry Average 2xGeo-targeted Mobile Display Performance (CTR)
- 19. Metrics That Matter Database 0.64% 1.09% 0.98% 0.84% 0.61% 0.73% Financial & Insurance Healthcare Home & Trade Services Professional Services Retail Technology Services Industry Benchmark (0.4%) Geo-targeted Mobile Display Performance (CTR)
- 20. Metrics That Matter Database Invaluable tool for planning local advertising spends Access dependent on participation
- 21. New Consumer & SMB Research Visit www.localsearchinsider.org
- 22. Public Policy
- 23. State of LSA
- 24. State of LSA 300+ members 35 new members in past year
- 25. State of LSA 2013 financial results: Net income of $330,000 Reserve fund: $9.1 million 2014 budget anticipates revenues and expenses: $7.9 million
- 26. LSA Board of Directors George Hanna Vice Chairman, LSA Chief Legal Officer, YP Holdings Inc. Sharon Sweeney Secretary/Treasurer President, Fairway Group Bill Dinan Chairman, LSA President, Telmetrics Inc.
- 27. Expanding LSA Board Ben Wood Director of Channel Sales, Americas, Google Andrea Cancro EVP, Managing Director, Starcom MediaVest Group Katy Hunter Senior Director of Partner & Channel Marketing, Microsoft Headshot TO COME
- 28. Parting Thoughts Unprecedented opportunity Support innovations that demonstrate ROI Seamless customer experience Leadership Relationships
- 29. Thank you Contact me: 214-696-5768 (office) neg.norton@localsearchassociation.org @negnorton