GenieKnows - Local Search


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'Local Search - Finding the Right Customers'. This was a presentation delivered to the Atlantic Internet Marketing (AIM) conference in Halifax, NS. April 23rd 2009

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GenieKnows - Local Search

  1. 1. Mark Harper VP Strategic Relations Local Search & Finding the Right Customers
  2. 2. Changing economic climate <ul><li>Sub-prime mortgage = melt-down </li></ul><ul><li>> Credit and financial crunch </li></ul><ul><li>> Everyone is effected in tough economic times </li></ul><ul><li>World recession or depression? </li></ul><ul><li>> Economic slowdown all sectors </li></ul><ul><li>Hardest hit sectors </li></ul><ul><li>> Banking, Auto, Property, Retail, Airlines </li></ul>
  3. 3. Marketing during a recession <ul><li>Tighter marketing budgets </li></ul><ul><li>> Costs are under the microscope / cutbacks / shrinking budgets </li></ul><ul><li>Smarter marketing spends </li></ul><ul><li>> Calls for more creative Ad spending </li></ul><ul><li>Measurable campaigns </li></ul><ul><li>> “Can I measure it? / Does the Ad spend perform?” </li></ul><ul><li>ROI that delivers </li></ul><ul><li>> “What are the returns – does it make sense?” </li></ul>
  4. 4. Marketing spend shift <ul><li>Businesses are shifting their marketing tactics </li></ul><ul><li>Traditional media brands are failing (Chicago Tribune, Seattle Post) </li></ul><ul><li>Newspaper circulation declines 7% (Source: MarketWatch, April 2009 ) </li></ul><ul><li>New technology & online services are taking more market share. ( Example : Urbanspoon and very popular App’s on the iPhone) </li></ul>
  5. 5. Social media explosion <ul><li>Consumer behaviours are changing </li></ul><ul><li>> Love it or hate - Facebook has 175M users </li></ul><ul><li>Other social media platforms </li></ul><ul><li>> Smart businesses adjust to embrace social media explosion; </li></ul>
  6. 6. Local search marketing <ul><li>Local Information access is changing </li></ul><ul><li>> Local content, reviews, weather and news sites (ie; </li></ul><ul><li>ROBO - Research online, buy offline </li></ul><ul><li>> 89% of buyers perform ROBO before purchasing offline (Source: Comscore ) </li></ul><ul><li>> As recently as Dec. 2008 data suggested that up to 50% of local businesses didn’t have a website presence. </li></ul><ul><li>> Declines in traditional access to local information (YP & local print news). Newspaper circulation declines 7% (Source: MarketWatch, April 2009 ) </li></ul>
  7. 7. Local search marketing (cont.) <ul><li>User interaction & user generated content </li></ul><ul><li>> Consumers are taking part in r eviews, rating, rants, blogs </li></ul><ul><li>Businesses want motivated users </li></ul><ul><li>> Positioning their products across local sites as users are engaged in a buying or research mode. </li></ul><ul><li>> Local Search Engines taking more market share; </li></ul>
  8. 8. Advantages of search marketing <ul><li>Campaign tracking tools </li></ul><ul><li>> Array of 3 rd party management tools; Hitwise, Omniture etc. </li></ul><ul><li>> Web Analytics; page views, clicks session time </li></ul><ul><li>Adjusting campaigns </li></ul><ul><li>> Respond to poorly performing campaigns > Adding new campaigns and keywords </li></ul><ul><li>Taking advantage of trends </li></ul><ul><li>> Respond quickly to an industry ‘buzz’ </li></ul><ul><li>Diversify campaigns </li></ul><ul><li>> Test multiple platforms for ROI that works </li></ul>
  9. 9. Local marketing a case study <ul><li>RESTAURANT A </li></ul><ul><li>creates a Facebook and group page to announce events and post a link to its new website with a menu </li></ul><ul><li>buys into a search marketing campaign targeting specific local keywords related to its business. </li></ul><ul><li>opens a account to engage users who show an interest in dining out in their city </li></ul><ul><li>RESTAURANT B </li></ul><ul><li>decides to stay with their old print creative with a traditional offline business directory </li></ul><ul><li>buys into local radio time slots to announce a recent refit and menu change. </li></ul><ul><li>prints flyers to be posted across the City and handed out to passers by on the street </li></ul><ul><li>Which restaurant is engaging their potential clients with a meaningful message? </li></ul>
  10. 10. Online marketing – industry trends <ul><li>Vertical search marketing now accounting for over 39% of all online spending (Source: Nielsen) </li></ul><ul><li>Local online advertising to grow faster than any other online sector (Source: Kelsey Group, January 13 th ‘09) </li></ul>
  11. 11. Contact me: <ul><li>EMAIL: [email_address] </li></ul><ul><li>TWITTER: </li></ul><ul><li>LINKEDIN:   </li></ul>