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Digital Opportunities For Local Businesses

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Slides from a webinar on Tuesday, August 23rd, 2016.

Topic: Local businesses have an opportunity to get more customers to their location by making use of the many digital marketing channels that are available to them. But which channels are right for your business? Where do you need to be seen to make sure that you're capitalizing on mobile search? How do you make sure people find the answers they're looking for when they're looking for products locally?

Acquisio's VP of Product, Sebastien Provencher, will discuss all this and more when he's joined by Abid Chaudhry of BIA/Kelsey for this informative and enlightening webinar.

Published in: Business
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Digital Opportunities For Local Businesses

  1. 1. Digital opportunities for local businesses PERFORMANCE MARKETING SOLUTIONS
  2. 2. 1. Major Milestones in “Local” History 2. Current Trends 3. Today’s Opportunities 4. Tomorrow’s Opportunities 5. Summary AGENDA
  3. 3. • Vice President, Product at Acquisio • Serial startup entrepreneur • 16 years of experience in product management and business development • Ex- Yellow Pages Canada, HomeAdvisor @SebProvencher 3
  4. 4. • Senior Analyst, BIA/Kelsey • 10 years of experience in local • Specializes in Search Marketing, Local Online Marketing, Emerging Tech @abidc 4
  5. 5. Reverse Engineering Adwords For Higher Quality Scores Housekeeping The webinar is recorded and will be made available by email Q&A session at the end of the webinar. Use the Chat box to submit your questions at any time For any follow up questions about the webinar please contact: acquisio-marketing@acquisio.com
  6. 6. We Work With: ○ Marketers | Direct Advertisers | Brands ○ Agencies ○ Local Solution Providers Our Business: ○ $1 Billion ad spend under management ○ 2.4 million bid adjustments per day ○ 300+ Customers in 32 countries @Acquisio: What We Do Performance Marketing Solutions ○ Unparalleled Optimization ○ Elegant Reporting ○ Scalable Campaign Management ○ Search, Social, Display 6
  7. 7. Major Milestones in “Local” History01
  8. 8. Why Look at the Past? 8 “You have to know the past to understand the present” - Carl Sagan
  9. 9. ● 1994: Sensis’ Online Yellow Pages ● 1996: AtHand.com (PacBell) ● 1996: SuperPages.com (GTE) ● 1996: Switchboard.com ● 1997: YellowPages.com The Emergence of Digital Local Directories (1994-1999) 9
  10. 10. ● 1998: Google ● 2004: Google Local ● 2004: Yahoo! Local ● 2004: Yelp ● 2005: Google Maps (Tip of the hat to early search sites like Excite & Altavista.) The Emergence of (Local) Search (1998-2005) 10
  11. 11. ● 2003: LinkedIn ● 2006: Facebook opens up to everyone (launched in 2004) ● 2006: Twitter ● 2009: Foursquare (Tip of the hat to early social media sites like Friendster & MySpace) The Emergence of Social Media (2003-2009) 11
  12. 12. ● 2007: the iPhone ● 2008: first phone using Android ● 2010: iPad ● 2011: smartphones outsell PCs (Tip of the hat to other early mobile companies like Motorola, Nokia & Blackberry.) The Emergence of Smartphones (2007-2011) 12 Photo source: The Verge
  13. 13. ● 2008: Airbnb ● 2009: Uber ● 2012: “Uber for X” (Tip of the hat to travel sites like Expedia & Travelocity.) The Emergence of End-to-End Marketplaces (2008-2012) 13
  14. 14. ● 2004: Flickr ● 2005: YouTube ● 2010: Instagram ● 2010: Pinterest The Emergence of the Visual Web (2004-2010) 14
  15. 15. ● 2009: Whatsapp ● 2011: Snapchat, LINE, WeChat, Facebook Messenger ● 2013: Telegram (Tip of the hat to instant messaging tools like SMS, ICQ, and AOL IM) The Emergence of Messaging (2009-2013) 15
  16. 16. ● 2011: Siri (Apple) ● 2011: Watson (IBM) ● 2012: Google Now ● 2014: Cortana (Microsoft) ● 2014: Echo (Amazon) ● 2016: Deepmind (Google) ● 2016+: ??? The Emergence of AI & Intelligent Agents (2011+) 16
  17. 17. Why the Age of Mobile Created an Inflection Point 17 Source: Andreessen Horowitz
  18. 18. The World in 2020: Even More Smartphones 18 Source: Andreessen Horowitz
  19. 19. Mobile’s Multiplier Effect 19 Source: Andreessen Horowitz
  20. 20. And Mobile = Local 20 Photo credit: HowToGeek
  21. 21. “Local” Trends 02
  22. 22. Mobile Bigger than PC for Purchase Research 22
  23. 23. And Consumers on Mobile are Searching More than Before 23
  24. 24. Consumers are Also Using Social Media 24
  25. 25. Almost all Small Businesses are Using Digital Tools 25
  26. 26. And They’re Increasing Their Digital Spend 26
  27. 27. Where They’re Planning to Invest 27
  28. 28. Where Small Businesses Need Help 28
  29. 29. Advertisers Churn Because of Poor Results... 29
  30. 30. … And They Don’t Measure Performance 30
  31. 31. Today’s Opportunities with Small Businesses03
  32. 32. • Some small businesses still don’t have any website • Most small business websites are not optimized for mobile • Most websites are also not optimized for conversion Mobile Landing Pages 32
  33. 33. • Google AdWords ○ Geo-targeting at the city level/zip code or radius targeting ○ Location extension, call extension ○ Mobile ads ○ Call-only campaigns • Bing Ads ○ Similar to Google AdWords • Local Directories • Ads & campaign creation Paid Local Search 33
  34. 34. • Facebook ○ Geo-targeting at the city level ○ Local Awareness Ads ○ Local Leads Ads • Twitter ○ Geo-targeting by region, city, metro, postal or zip code ○ Promoted tweets ○ Leads campaigns Social Media Advertising 34
  35. 35. • Website optimization ○ With constant algo changes, this tactic is at risk • Business listings syndication ○ Google My Business, Bing, Yahoo, Directories (including Yelp). Data aggregators, Vertical sites & marketplaces • Social media presence creation ○ Facebook, Twitter, Foursquare, LinkedIn, Instagram/Pinterest (if relevant to business category) Search Engine Optimization 35 Flickr photo: SEOPlanter
  36. 36. • Content creation for social media ○ Blog, Facebook, Twitter, Instagram, Pinterest, etc. • Answering questions/comments from social media users • Monitoring mentions in social media Social Media & Reputation Management 36 Flickr photo: Jason Howie
  37. 37. • Solution provider ○ Hundreds of solutions available • Content creation Email marketing 37 Flickr photo: Yoel Ben-Avraham
  38. 38. • Prove positive return on investment ○ Make the phone ring (and track calls) ○ Track store visits (beacons) ○ Track other types of conversion (clicks to website, sales, etc.) • Offer great service & support ○ Small businesses would prefer working with one supplier • Lots of education required Conditions for Success with Small Businesses 38 Flickr Photo: Got Credit
  39. 39. Tomorrow’s Opportunities with Small Businesses04
  40. 40. • Messenging ○ Consumers want real-time engagement, but businesses are not ready ○ Chatbots ○ Sponsored messages • E-commerce (marketplaces, ecommerce solutions) • Loyalty & CRM Tomorrow’s Opportunities 40
  41. 41. In Summary... 05
  42. 42. ● Small businesses are faced with a multitude of digital choices ● Mobile has created even more opportunities for small businesses ● Top opportunities: landing pages, search marketing, social media advertising, SEO ● Make sure you create the conditions for success Summary 42
  43. 43. THANK YOU

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