The document discusses local advertising options for businesses in a mobile-first world. It outlines various mobile advertising approaches like Google local ads, mobile ad networks, discovery apps, review sites, branded apps, SMS/geo-fencing, and social media. For each approach, it describes the process and estimated costs, which range from free for social media to $5,000 per month for Google local ads. The goal is to attract local customers by meeting consumers' needs for impulse, promotions, speed, value, loyalty and making purchase decisions.

1. The Future of Local Advertising...
...in a Mobile First World.
@bubblefinder
Presentation at #Dx32013
Saturday, March 16, 2013

2. Local Advertising is Everywhere.
Saturday, March 16, 2013

3. BILLBOARDS TWITTER
T.V.
GROUPON
RADIO
INTERNET DIRECT MAIL
Local Advertising is Everywhere.
MOBILE
EMAIL POSTERS
SIGNAGE
GOOGLE
FACEBOOK
YOUTUBE COUPONS
LINKEDIN
Saturday, March 16, 2013

4. People can’t remember all the marketing
all the time.
Saturday, March 16, 2013

5. So they tune it out.
Saturday, March 16, 2013

6. Path-to-purchase is based on a few key needs.
Saturday, March 16, 2013

7. Path-to-purchase is based on a few key needs.
IMPULSE /
CRAVING
Saturday, March 16, 2013

8. Path-to-purchase is based on a few key needs.
IMPULSE / TRY NEW /
CRAVING PROMOTION
Saturday, March 16, 2013

9. Path-to-purchase is based on a few key needs.
IMPULSE / TRY NEW / SPEED /
CRAVING PROMOTION CONVENIENCE
Saturday, March 16, 2013

10. Path-to-purchase is based on a few key needs.
IMPULSE / TRY NEW / SPEED / VALUE /
CRAVING PROMOTION CONVENIENCE COUPON DEAL
Saturday, March 16, 2013

11. Path-to-purchase is based on a few key needs.
IMPULSE / TRY NEW / SPEED / VALUE / LOYALTY /
CRAVING PROMOTION CONVENIENCE COUPON DEAL PREFERENCE
Saturday, March 16, 2013

12. But making purchase decisions is not always easy.
Saturday, March 16, 2013

13. Undecided consumers need help to make a decision.
Saturday, March 16, 2013

14. To help me decide, I can...
“Surveys by Google have found that 95 percent of consumers use their
phones to make local decisions such as where to eat, and 90 percent of
those users took action within 24 hours on the basis of those searches.”
- Jay Akkad, product manager for mobile local ads at Google.
Saturday, March 16, 2013

15. To help me decide, I can...
LOOK OR WALK
AROUND
“Surveys by Google have found that 95 percent of consumers use their
phones to make local decisions such as where to eat, and 90 percent of
those users took action within 24 hours on the basis of those searches.”
- Jay Akkad, product manager for mobile local ads at Google.
Saturday, March 16, 2013

16. To help me decide, I can...
SEARCH
LOOK OR WALK GOOGLE AND
AROUND REVIEW SITES
“Surveys by Google have found that 95 percent of consumers use their
phones to make local decisions such as where to eat, and 90 percent of
those users took action within 24 hours on the basis of those searches.”
- Jay Akkad, product manager for mobile local ads at Google.
Saturday, March 16, 2013

17. To help me decide, I can...
SEARCH
LOOK OR WALK LAUNCH A
GOOGLE AND
AROUND DISCOVERY APP
REVIEW SITES
“Surveys by Google have found that 95 percent of consumers use their
phones to make local decisions such as where to eat, and 90 percent of
those users took action within 24 hours on the basis of those searches.”
- Jay Akkad, product manager for mobile local ads at Google.
Saturday, March 16, 2013

18. To help me decide, I can...
SEARCH LEVERAGE
LOOK OR WALK LAUNCH A
GOOGLE AND LOCAL AREA
AROUND DISCOVERY APP
REVIEW SITES KNOWLEDGE
“Surveys by Google have found that 95 percent of consumers use their
phones to make local decisions such as where to eat, and 90 percent of
those users took action within 24 hours on the basis of those searches.”
- Jay Akkad, product manager for mobile local ads at Google.
Saturday, March 16, 2013

19. To help me decide, I can...
SEARCH LEVERAGE BASE IT ON
LOOK OR WALK LAUNCH A
GOOGLE AND LOCAL AREA PREVIOUS
AROUND DISCOVERY APP
REVIEW SITES KNOWLEDGE EXPERIENCE
“Surveys by Google have found that 95 percent of consumers use their
phones to make local decisions such as where to eat, and 90 percent of
those users took action within 24 hours on the basis of those searches.”
- Jay Akkad, product manager for mobile local ads at Google.
Saturday, March 16, 2013

20. So how can we market to the undecided consumer?
Saturday, March 16, 2013

21. Let’s look at this from a business perspective.
Saturday, March 16, 2013

22. I want to attract more LOCAL customers.
Saturday, March 16, 2013

23. Local (Mobile) Advertising Options for Businesses...
Saturday, March 16, 2013

24. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

25. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

26. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

27. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

28. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

29. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

30. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

31. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

32. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

33. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

34. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

35. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

36. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

37. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

38. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

39. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

40. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

41. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

42. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

43. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

44. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Saturday, March 16, 2013

45. Local (Mobile) Advertising Options for Businesses...
APPROACH PROCESS COST
GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month
IN-APP ADS
MOBILE AD NETWORKS CPA or CPM Rates
MOBILE WEBSITE ADS
DISCOVERY APPS
CONSUMER DRIVEN REPUTATION
REVIEW SITES
DEVELOP FIRST THEN $5,000 + ongoing
BRANDED APPS
PROMOTE TO CUSTOMERS maintenance
Based on Volume / Risk /
SMS & GEO-FENCING SMS / TEXT MESSAGING
Privacy Concerns
SOCIAL MEDIA CONVERSATION Time and/or Resources
Other Non-Mobile Options: Direct Mail, Flyer, TV, Radio, Email, Billboards, etc.
Saturday, March 16, 2013

46. Umm, local (mobile) advertising is not easy!
Saturday, March 16, 2013

47. And with some digital advertising options
Such as Google SEO + Facebook EdgeRank...
Saturday, March 16, 2013

48. We’re at the mercy of an algorithm.
Saturday, March 16, 2013

49. But in a Mobile First World...
Saturday, March 16, 2013

50. YOU are the algorithm.
Saturday, March 16, 2013

51. And for the first time...
Businesses Consumers
LEVEL PLAYING FIELD
Saturday, March 16, 2013

52. Location, location, location!
Saturday, March 16, 2013

53. Have you heard of the mobile revolution?
Saturday, March 16, 2013

54. Out of the 5 billion mobile phones in the world,
1.08 billion are smartphones.
9 out 10 smartphone users use their device
on a daily basis (I think it’s 10/10!).
Shoppers with multiple devices averaged nearly
30 local searches per week.
Saturday, March 16, 2013

55. But is this what we’re calling the mobile revolution?
Saturday, March 16, 2013

56. Mobile is not about search, it’s about discovery.
Saturday, March 16, 2013

57. Mobile is not about planning, it’s about immediacy.
Saturday, March 16, 2013

58. No one has found the recipe for mobile marketing.
Saturday, March 16, 2013

59. Until today...
Saturday, March 16, 2013

60. Saturday, March 16, 2013

61. WE’RE PUTTING ALL THE LATEST PROMOTIONS...
...AT YOUR FINGERTIPS
Saturday, March 16, 2013

62. One location at a time.
Saturday, March 16, 2013

63. In 3 simple words...
Saturday, March 16, 2013

64. Saturday, March 16, 2013

65. MANAGE.
MARKET.
MONITOR.
Saturday, March 16, 2013

66. Manage: Location(s)
All Your Location Details in One Spot
Edit/Update Whenever You Want!
With LOCAL Social Media integrations
Saturday, March 16, 2013

67. Market: Campaigns
Upload Full-Screen, Rich Mobile Ads
With Interactive Buttons + Videos
Advanced Local Targeting Options!
Saturday, March 16, 2013

68. Monitor: Feedback
Collect Private Customer Feedback
Reply to Customers via the Platform
Track Survey Satisfaction Results!
Saturday, March 16, 2013

69. Smart. Fast. Easy.
Saturday, March 16, 2013

70. The mobile revolution starts today.
Saturday, March 16, 2013

71. 3 Strategies for a Mobile First World.
Saturday, March 16, 2013

72. 1. Leave everything about the web behind.
Saturday, March 16, 2013

73. 2. Prepare your business for mobile.
Saturday, March 16, 2013

74. 3. Give local advertising a mobile focus.
Saturday, March 16, 2013

75. THANK YOU!
@bubblefinder
bubblefinder.com
Ask for a demo!
Saturday, March 16, 2013