Panelists: Tactical Search: Local


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  • WAP (Wireless Application Protocol) - is an open international standard for applications that use wireless communication. WAP sites are websites written in, or dynamically converted to, WML (Wireless Markup Language) and accessed via the WAP browser. -Wikipedia, April 2008 Mobile phone screens have increased in size and performance but traditional websites are designed for desktop screens and computers with faster processors and higher ram Decreased load time Most images on traditional websites have been optimized for broadband speeds. Smartphone web speeds have increased to broadband speeds but the majority of phones in users hands are standard phones with limited speeds. WAP sites allow the ability to present users with only what they need so pages can load faster. Ability to advertise on all mobile platforms For example, if Google Mobile cannot convert a site into WML it will not display its PPC ads. Jumptap (mobile search and display network) will not allow a site to advertise on their network without a WAP site.
  • US Mobile Advertising Spend 2007: $34.5MM 2012: $1484.2MM (est.)* 4200% growth over five years There is currently a gap between the amount of mobile users and advertisers. Enter the mobile arena now to understand how users react to your brand when presented to them on their mobile device. This can give your brand a heads up on the competition when the market becomes saturated.
  • Panelists: Tactical Search: Local

    1. 1. Tactical Search: Local & Mobile Search Dana Todd , CMO, Newsforce (Moderator) Zach Anderson , VP Marketing, TicketCity Sean X. Cummings , Director Marketing, Erika Moersch , Manager Paid Search, Outrider Ian White , CEO, Urban Mapping
    2. 2. Zach Anderson, VP Marketing TicketCity
    3. 3. Local Search Intro <ul><li>Local Search: IYP & search companies </li></ul><ul><ul><li> network: 20.2% share * </li></ul></ul><ul><ul><li>Superpages network: 20% share * </li></ul></ul><ul><ul><li>Yahoo Local sites: 17.9% share * </li></ul></ul><ul><ul><li>Google Local sites: 15.1% share * </li></ul></ul><ul><ul><li>Yellow Book network: 8.6% share * </li></ul></ul><ul><ul><li>Microsoft Local sites: 4.8% share * </li></ul></ul><ul><ul><li>Citysearch </li></ul></ul><ul><ul><li> AskCity </li></ul></ul>* Source: comScore March 2008
    4. 4. Mobile Search Intro <ul><li>Mobile Search – multiple opportunities & players </li></ul><ul><ul><li>WAP/Search Advertising </li></ul></ul><ul><ul><li>SMS Advertising </li></ul></ul><ul><ul><li>Mobile Local Search </li></ul></ul><ul><ul><li>Voice Advertising </li></ul></ul><ul><ul><li>Coupons / QR Codes </li></ul></ul><ul><ul><li>SMS Marketing </li></ul></ul><ul><ul><li>, Google SMS & 1-800-FREE-411 </li></ul></ul>
    5. 5. Case Study: TicketCity <ul><li>Sell tickets for events across US & World </li></ul><ul><ul><li>75% B-to-C revenue from online/search </li></ul></ul><ul><ul><li>Heavy investment in PPC & SEO </li></ul></ul><ul><li>Downsized YP to invest in Local Search (IYP) </li></ul><ul><ul><li>Higher ROI with Superpages than search </li></ul></ul><ul><ul><li>Superpages ROI exceeds traditional YP </li></ul></ul><ul><ul><li>Local Search residuals: </li></ul></ul><ul><ul><ul><li>Shorter sales cycle </li></ul></ul></ul><ul><ul><ul><li>Brand building </li></ul></ul></ul><ul><li>Mobile Search: Evolving - Using 1-800-FREE-411 </li></ul>
    6. 6. Case Study: TicketCity <ul><li>Currently ranked #1 in our category using Superpages PPC program </li></ul>
    7. 7. Case Study: TicketCity <ul><li>Category sponsorship in secures top placement & provides detailed company info. </li></ul>
    8. 8. Why Invest in Local Search? <ul><li>Local Search is a targeted, captive audience </li></ul><ul><ul><li>17% more likely to buy than SE users * </li></ul></ul><ul><ul><li>42% more likely to buy than overall online pop * </li></ul></ul><ul><li>Local Search has effective “community” for users </li></ul><ul><ul><li>Reviews, directions, ratings, comments & video </li></ul></ul><ul><li>Local Search is an attractive market </li></ul><ul><ul><li>60% of users earn $60K + per year * </li></ul></ul><ul><ul><li>IYPs investing millions to lure users </li></ul></ul>* Source: comScore/TMPDM Search Study June 2007
    9. 9. Why Invest in Mobile Search? <ul><li>Mobile industry growing rapidly </li></ul><ul><ul><li>By 2010, over 250 mobile users in US * </li></ul></ul><ul><ul><li>90% of US population accessible </li></ul></ul><ul><li>Mobile spending is increasing </li></ul><ul><ul><li>Mobile Search 2007: $83 million * </li></ul></ul><ul><ul><li>Mobile Search 2008: $244 million * </li></ul></ul><ul><ul><li>Mobile Search 2012: $3 billion * </li></ul></ul><ul><li>Get in before the water is completed crowded </li></ul><ul><ul><li>By 2012: “new media” spending increase 82% ** </li></ul></ul>* Source: eMarketers March 2008 ** PQ Media March 2008
    10. 10. Local & Mobile Search Extra Tips <ul><li>Spend in moderation </li></ul><ul><li>Monitor how both mediums evolve </li></ul><ul><li>Find a good partner </li></ul><ul><li>Take advantage of the free opportunities: </li></ul><ul><ul><li>Update your listings </li></ul></ul><ul><ul><li>Get people to rate your business </li></ul></ul>
    11. 11. Sean X Cummings, Director of Marketing
    12. 12. Best Practices Messaging Local Markets <ul><li>Site structure makes a big difference. </li></ul><ul><ul><li>If you have location-specific content, then be sure it is organized in way that conveys some meaning to search. </li></ul></ul><ul><ul><li>You should be able to bookmark your local content pages, email the link to a friend etc. </li></ul></ul><ul><ul><li>Be sure these location-specific pages have the location in the title </li></ul></ul><ul><ul><li>Have localized landing pages with appropriate local content on those pages and local metatags   </li></ul></ul>
    13. 13. Best Practices Messaging Local Markets <ul><li>Have content and campaigns targeted to the various parts of &quot;the funnel.” </li></ul><ul><ul><li>Consumers search on category/brand terms. These are ultimately local searches because they buy offline. Consumers do research and then buy in stores. Lead them from the category or brand-level search to where they can buy. </li></ul></ul>
    14. 14. Best Practices Messaging Local Markets <ul><li>Make sure you are properly listed in Maps </li></ul><ul><li>Have store locations and relevant content in the major DBs and search sites </li></ul><ul><li>Buy local PPC </li></ul><ul><ul><li>Lots of retailers don’t realize they can do this </li></ul></ul>
    15. 15. Best Practices Messaging Local Markets <ul><li>Develop local SEO content </li></ul><ul><ul><li>Semantic build out of words Florida Internet Company, South Florida Internet Company, Miami Internet Company, Ft. Lauderdale Internet Company, Florida Online Company, South Florida Online Company, Miami Online Company, Ft. Lauderdale Online Company </li></ul></ul>
    16. 16. Best Practices Messaging Local Markets <ul><li>SEO Press Releases targeting local terms </li></ul><ul><li>Local PR is great for building backlinks </li></ul><ul><ul><li>Simple joint press releases announcing service in a new area are usually picked up by local media and goes a long way to building lasting traffic </li></ul></ul><ul><li>Build links with your chamber of commerce and local associations to become part of the local link relevance set </li></ul>
    17. 17. Erika Moersch, Manager Paid Search Outrider
    18. 18. Mobile Search Best Practices- Create a WAP site: <ul><li>Experience specifically designed for the mobile user </li></ul><ul><li>Decreased load time </li></ul><ul><li>Ability to advertise on all mobile platforms </li></ul>
    19. 19. Mobile Search Best Practices <ul><li>Choose the right keywords </li></ul><ul><li>Redirect so they can find you </li></ul><ul><li>Plan for on-deck and off-deck </li></ul><ul><ul><li>75/25 rule </li></ul></ul><ul><li>Creative limitations </li></ul>*source: eMarketer, Feb 2008
    20. 20. Issues and Roadblocks <ul><li>Flash, Java </li></ul><ul><ul><li>Only 13.3% of phones are smartphones* </li></ul></ul><ul><li>Algorithms </li></ul><ul><li>No platform standardization </li></ul><ul><ul><li>CTIA </li></ul></ul><ul><ul><li>Android </li></ul></ul><ul><li>No domain/sub-domain standardization </li></ul><ul><ul><li>m., .mobi, wap. </li></ul></ul><ul><li>Tracking </li></ul>*Source- m:metrics
    21. 21. Mobile Search Insider Learnings <ul><li>CPCs may or may not be high </li></ul><ul><ul><li>Entertainment and Auto </li></ul></ul><ul><li>Yahoo vs. Google Impressions </li></ul><ul><ul><li>Yahoo 18.2 million uniques </li></ul></ul><ul><li>Low volumes </li></ul>
    22. 22. Mobile Search Insider Learnings <ul><li>Underestimate impressions; accurate clicks </li></ul><ul><li>Less real estate than traditional search </li></ul><ul><li>Test for less than $1K/month </li></ul><ul><ul><li>Two Entertainment Vertical Campaigns </li></ul></ul><ul><ul><ul><li>General industry terms </li></ul></ul></ul>
    23. 23. Testing – The time is now! <ul><li>Low cost advertising </li></ul><ul><li>+ Sparse Mobile Competition </li></ul><ul><li>Minimal Risk </li></ul>
    24. 24. Ian White, CEO Urban Mapping
    25. 25. About Urban Mapping <ul><li>Geospatial data to enrich local content: intersection of direct/interactive marketing and GIS with a healthy dose of user-led design </li></ul><ul><li>Products: aggregated database of informal space (neighborhoods), normalized database of mass transit (subway) systems, novel geotargeting platform </li></ul><ul><li>Customers: Major portals and IYPs </li></ul>
    26. 26. The Opportunity in Local Search <ul><li>40% queries inherently local </li></ul><ul><li>5% search terms use city and/or state </li></ul><ul><li>2% search terms use informal space (ie neighborhoods) </li></ul><ul><li>.05% search terms use ZIP </li></ul>Source: leaked AOL search data sample, 3/1/06-5/31/06, UMI Analysis 5.0 2.0 .05 7.05 +
    27. 27. IP-based Geotargeting Sucks <ul><li>Load balancers, dynamic IPs, proxy servers (think AOL dialup/Dulles, VA) </li></ul><ul><ul><li>Geo IP good for anti fraud, regional content serving </li></ul></ul><ul><li>Service area misrepresentation </li></ul><ul><ul><li>Defined service area (DMA, etc…) </li></ul></ul><ul><ul><li>Auto dealer, Hardware store: are all </li></ul></ul><ul><ul><li>service areas the same? </li></ul></ul><ul><li>Other </li></ul><ul><ul><li>Accuracy—at country level? </li></ul></ul><ul><ul><li>Where you are v. where you want to be (vacation planning) </li></ul></ul>
    28. 28. Geographic Keywords Have Arrived <ul><li>Design campaigns around user behavior </li></ul><ul><li>Natural and paid </li></ul><ul><li>Aggregate and conquer: </li></ul><ul><ul><li>Admin boundary (ZIP, county, city, state) </li></ul></ul><ul><ul><li>POIs (churches, schools, parks, cultural attractions, transit hubs, neighborhoods) </li></ul></ul>
    29. 29. How Location Aware Are You? <ul><li>Know the ways… </li></ul><ul><ul><li>Thumb </li></ul></ul><ul><ul><li>WiFi </li></ul></ul><ul><ul><li>A-GPS </li></ul></ul><ul><ul><li>Cell ID </li></ul></ul><ul><ul><li>GPS </li></ul></ul><ul><li>Understand the tradeoffs… </li></ul><ul><ul><li>Power consumption </li></ul></ul><ul><ul><li>Time-to-fix </li></ul></ul><ul><ul><li>Accuracy </li></ul></ul>
    30. 30. Fin Ian White Urban Mapping Inc. [email_address]
    31. 31. Questions…? Let’s Talk!