1. Transforming Mobile Searches Into Sales:
The Hype Around Beacon Technology
Moderator:
Chris McDonagh, Product Manager Marketing, DMD
Speakers:
Greg Sterling, VP Strategy and Insights at Local Search Association
Warren Raisch, Chief Customer Officer at Rio SEO

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Viewing Tips

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Today’s Presenters
Warren Raisch,
Chief Customer Officer
Rio SEO
Greg Sterling,
VP Strategy and Insights
Local Search Association

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 Why beacon technology is just a piece of plastic unless you
have an online-to-offline strategy in place
 How the experience of using a mobile wallet compels
consumers to buy
 How to be present in the mobile moments of need
 Alternatives to beacon technologies
 The impact of Apple’s i0S 9 release on mobile ad blocking
What You’ll Learn

5. Why Mobile Matters

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Key Stats
Earlier this month Google’s Amit Singhal,
Senior VP of Google Search stated that
“more Google search queries take place on
mobile devices than on computers including
the US and Japan.” 1
4out of 5consumers
use a smartphone 3
50% of local searches lead mobile users to
visit a store within 1 day2
60%of our digital media time is
spent on smartphones 4
Source: 1) Search Engine Land. 2) comScore. 3) Google. Understanding
Consumers’ Local Search Behavior. 4) comScore

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Key Stats
Source: Street Fight Summit Executive Survey
0% 10% 20% 30% 40% 50% 60%
Mobile advertising
Social media
Data and analytics
Content marketing/native…
Geotargeting/geofencing
Programmatic advertising
Beacons
Streaming audio/video
Marketing clouds
Hyperlocal Marketing & Advertising: Budget Investments
Share of respondents (top 3)

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Location is Key
Smartphone Users’ Needs Revolve Around Location
¼ of smartphone users consider proximity of the
retail business location the most important factor
when looking for information via mobile device
Compared To Tablet Users, Smartphone Users Are…
• 130% more likely to be in search of direction
• 43% more likely to be in search of a specific retail location
• 25% more likely to be in search of contact information
such as a phone number
Source: MMA Research: “Mobile Wallets: The Next Big Channel

9. @rio_seo / #rioseo
Meeting Mobile Expectations
of mobile users expect retail
locations to be within 5 miles of
their current location
½Location Expectations
SMARTPHONE USERS TABLET USERS
Source: MMA Research: “Mobile Wallets: The Next Big Channel

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Meeting Mobile Expectations
Mobile users that made a purchase
related to their retail session
More Than Half Of Mobile Activity Leads To Conversion
SMARTPHONE TABLET
NO
YES
Source: 1) Search Engine Land. 2) comScore. 3) Google. Understanding
Consumers’ Local Search Behavior. 4) comScore

11. @rio_seo / #rioseo
Smartphone vs. Tablet
Over 30% of smartphone users
and 25% of Tablet users want to
make a purchase within an HOUR
Smartphone And Tablet Users
Expect To Make Retail Purchases
Quickly, Often Within The Day
Wasn’t looking to purchase
Longer than within a month
Within month
TABLET
Within day
Within Hour
Immediately
SMARTPHONE
Source: MMA Research: “Mobile Wallets: The Next Big Channel

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Conversion Points
of tablet users complete their online conversion via mobile device
¼
Smartphone Users Convert Offline, While Tablet Users
Convert Online
SMARTPHONE TABLET
7% of online conversion is
completed via their smartphone
24% of online conversion is
completed via their tablet
Source: MMA Urban Airship Webinar “Mobile Wallets: The Next Big Channel

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Extending The Mobile Experience
• Mobile ad networks
• Apps
• Beacons
• Mobile wallets
• Offline-to-online connections through redemption strategies
• Loyalty programs

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Mobile Ads
¾ Of Retail Users Notice Mobile Ads
retail users that have seen
an ad in the past 30 days
21% of
smartphone & tablet
users Click On Ads
SMARTPHONE TABLET
Source: MMA Urban Airship Webinar “Mobile Wallets: The Next Big Channel

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Local Relevance
Local Relevance Is Important For Both Smartphone And Tablet
Users Followed By The Ability To Utilize A Coupon Or Offer
Retail Advertising Most Likely To Click On
Top rank by device
Ad that offers coupon/promotion Ad that’s locally relevant to me Ad that features a brand I know
SMARTPHONE
TABLET
Source: MMA Urban Airship Webinar “Mobile Wallets: The Next Big Channel

16. @rio_seo / #rioseo
Poll Question
What are the core technologies that your organization is reviewing
to capitalize on the mobile opportunity? (check all that apply)
 Beacons
 Mobile wallet
 Mobile ad networks
 Coupon redemption
 Loyalty programs
 Mobile apps

17. Navigating The Local Mobile
Path To Purchase

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Be There Across All Stages of the
Customer Journey

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Mobile Path to Purchase
Of consumers interact with brands or
products before arriving at the store (and are
making buying decisions earlier in the process
accordingly) 1
76%
1in 3 Shoppers say they spend more when they
use digital as part of their shopping process 2
80% Of local searches made on a device turned
into a purchase 3
Source: 1) Screenwerk. 2) Deloitte Digital. 3) comScore

20. @rio_seo / #rioseo
The Moments That Really Matter:
Micro-Moments
Micro Moments Carry A Macro Impact
To win in these moments:
• Look at what these micro-moments look like
for your business and what’s happening or
not happening in them today.
• Do these micro-moments match consumers
intent and context in the moment?
• Are they optimized for the screen in hand?
• Is there a direct path toward desired
outcomes?
“These micro-moments are critical touchpoints within today’s consumer journey, and
when added together, they ultimately determine how that journey ends.” - Google

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Beacon Attraction
Why Are Beacons Getting A Lot Of Attention?
• 71% of organizations with three or more years of experience driving
mobile strategy state that they plan to deploy beacons to enable
location context in the coming year.
• Only 23% of customers state that they are interested in sharing their
location information with retailers, mainly due to privacy concerns.
“A beacon without a strategy is just a piece of plastic”
Source: Forrester: Win Your Offline Mobile Moments – By Adam Silverman, Julie A. Ask

22. Beacons: Benefits,
Limitations & Beyond

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This Is a Beacon

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Many Makers of Beacons
• Dozens of beacon makers
• Perhaps 10 – 15 major
manufacturers
• ~$30 per beacon
• Perception of beacon as
commodity

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Technology + Standards

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How Beacons Work
Beacons placed in
venue
Transmit one-way signal
within close proximity to
enabled devices
• App to interpret signal downloaded
• Bluetooth turned on
• Notifications for app enabled
Device owner receives specific app-enabled notification
Welcome
20% off
purchase
of $100

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In-Store Smartphone Usage
60% -
85%
Source: IAB-IPSOS, Google, Opus Research, e-Tailing Group, Thrive Analytics (2013 – 2015)

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In-Store Activity
Source: LSA-Thrive Analytics, “Local Search Report” 2015

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Source: IAB-IPSOS survey + interviews of 482 electronics shoppers (US adults), February 2013
65%
5%
30%
0%
10%
20%
30%
40%
50%
60%
70%
More likely to buy product Less likely to buy product Does not impact decision
IAB Study: “2/3 of shoppers using mobile in stores more likely to buy the product”
Showrooming vs. Product Validation
How does using your mobile
device at a store impact your
shopping experience?

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Where Are Beacons Used Today?
Hotels Airports
Museums Retail
Sports Stadiums
Conferences & Events

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Retailers Rolling Out Beacons

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Still a Work in Progress

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Beacon Friction
Multiple requirements:
• App capable of receiving beacon
signal installed (but see network
approach)
• Location enabled for app
• Bluetooth turned on
• Notifications turned on for the
relevant app

34. @rio_seo / #rioseo
Source: Pew Research Center, July 2013
70% say that it’s “very
important” or “somewhat
important” that they be in
control of their location
information
How important is it that you authorize who should have access to this information?
Users Want Control Over Location

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Location Sharing Challenges
Why (40% of Users) Resist Sharing Location:
• 50% (of the 40%) cited privacy
• 23% didn’t see value of location data
• 19% location svcs drained batteries
Why People Turn off Location:
• 63% battery drain
• 45% privacy issues
• 20% to avoid advertising
Source: Skyhook Wireless, July 2015 survey of 1,000 US smartphone app users
What Users Want From Location
Sharing
• 49% accurate location
• 47% location-specific app content
• 46% relevant offers
• 34% personalized communications

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60% of smartphone phone owners
under age 53 have checked-in:
• Of that group, over 70% will share
location for a deal or loyalty rewards
• 50% will share location for exclusive
or personalized content
Source: Thrive Analytics, 10/13 (n=1,033 smartphone owners; 536 have “checked in”)
Will Share Location for Benefits

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Source: Swirl survey of 1,000 smartphone-owning women shoppers from March 25-26, 2013.
“50% [of female in-store shoppers] would willingly share their mobile phone’s
location and other personal information with a retailer in return for an in-store
credit, gift, flash sale or early access to new styles.”
50%
in-store female shoppers would share location for
offers, content, etc.
Will Share Location for Benefits

38. @rio_seo / #rioseo
Source: OpinionLab 2014 (n=1,024 US adults)
• Price discounts — 61%
• Free products — 53%
• Chance to win a big prize — 28%
• Better overall shopping experience — 24%
• Unlock new experiences/awards while shopping — 23%
• Personalized attention from store associates — 12%
What would motivate you to participate in “retail tracking”?
Will Share Location for Benefits

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Range of Indoor Tech
• IP-connected cameras
• WiFi
• Beacons
• Magnetic positioning
• LED lighting
• Acoustic
• Others
Beacons just one indoor location technology

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IoT: Digitizing the Physical World

41. Beacon Alternatives

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Mobile Wallets
“The vision is to replace
the wallet”- Tim Cook, Apple CEO
The Next Big Channel!
• Increase mobile footprint
• Personalized relevance
• Locked in loyalty
• Cross channel connector
50% of shoppers have
approached the
Source: 1) eMarketer.
checkout with coupons on the
screens of their mobile devices 1

43. @rio_seo / #rioseo
It’s All About The Wallet
• Touch ID
• Credit Cards
• Drivers License
• Loyalty / Reward cards
• Membership cards
• Event tickets
Wallet Items
Source: MMA Research: “Mobile Wallets: The Next Big Channel

44. @rio_seo / #rioseo
Global Smartphone Adoption
• 2.1 billion smartphone
subscriptions in 2014
• 23% year-over-year increase
• Smartphone subscription
continues to see strong growth
Source: ITU. Details on Internet Users & Smartphone Subscribers

45. @rio_seo / #rioseo
Beyond The App
• Relevant – personalized and
location-aware
• Convenient – store all of your
coupons, cards, and event passes in
one place
• Persistent, timely
Reach 100% Of Your Mobile
Audience
Source: MMA Urban Airship Webinar “Mobile Wallets: The Next Big Channel

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Bridging Offline & Online
• Online search visits to actual in-store foot
traffic
• Connecting to apps
• Mobile wallet integration
• Offering immersive local experiences

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The Cross-Channel Connector
Convenient, Ubiquitous Distribution.
• Email
• SMS
• Social
• Web Pages
• Mobile Pages
• Banner Ads
• QR Codes
• API
Source: MMA Research: “Mobile Wallets: The Next Big Channel

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MMS
Cross-Channel Connection Examples
EMAIL SMS
Source: MMA Research: “Mobile Wallets: The Next Big Channel

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Cross Channel Connection:
Push To Pass
Use All Of The Existing
Messaging Capabilities
Within Your App:
• Notifications
• Landing Pages
• Message Center
• Interactive Notifications
Source: MMA Research: “Mobile Wallets: The Next Big Channel

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End Goal
• Track & Measure
• Be visible in the near-me mobile moments (NAP and hours of
operation are findable)
• Create the next moment with search-optimized local landing
pages that accelerate the path from search to service for
customers who are searching and considering a purchase

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Poll Question
What is the impact you think mobile ad blocking will have on the
consumer? (check all that apply)
 No effect at all
 Some effect
 A very big impact

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Rio SEO Open Architecture

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How Well Do You Perform?
Get a FREE Local SEO Audit Report
Schedule time with a local SEO specialist to chat about your specific needs.
Call: (858) 529-5005
Email: sales@rioseo.com

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