Digital Marketing Trends and Insights for Franchises in 2016
•
2 likes•1,374 views
In this webinar you will learn: • The number one challenge for franchisees in the past year and how to overcome it • What franchisors are prioritizing with digital marketing in the coming year • Where franchises are investing in digital, from SEO and PPC to mobile and social strategies
Recommended
Recommended
More Related Content
What's hot
What's hot (13)
Viewers also liked
Viewers also liked (6)
Similar to Digital Marketing Trends and Insights for Franchises in 2016
Similar to Digital Marketing Trends and Insights for Franchises in 2016 (20)
More from GODigitalMarketing
More from GODigitalMarketing (13)
Recently uploaded
Recently uploaded (20)
Digital Marketing Trends and Insights for Franchises in 2016
- 1. 1#WinLocal#GOFranchise2016 Trends for 2016: Digital Marketing Insights for Your Franchise
- 2. 2#WinLocal#GOFranchise2016 2#WinLocal#GOFranchise2016 Speakers Anya Nowakowski Senior Research Analyst Lauren Reid Director of Franchise godigitalmarketing.com
- 3. 3#WinLocal#GOFranchise2016 #GOFranchise2016 Want to follow along on Twitter? Follow and ask questions at:
- 4. 4#WinLocal#GOFranchise2016 4#WinLocal#GOFranchise2016 Agenda • Introduction • Study findings & actionable tips – Methodology – Top insights from research – What does this look like in action – case study • Recap • Looking into 2016 • Q&A
- 5. 5#WinLocal#GOFranchise2016 Major Trends in Digital Marketing in 2015 Introduction
- 6. 6#WinLocal#GOFranchise2016 6#WinLocal#GOFranchise2016 What is “Mobilegeddon”? On April 21, 2015, Google rolled out an update to its search algorithm that prioritizes mobile sites when users are searching from mobile devices.
- 7. 7#WinLocal#GOFranchise2016 7#WinLocal#GOFranchise2016 Mobile has changed the consumer journey: EXLNCIA BRGR AMERICAN BISTRO & BAR FACEBOOK TABS S Time spent on the Facebook mobile app per month (441 minutes) finally surpassed time spent on Facebook’s website (391) minutes DEALSSSSS Consumers will spend $5.5 billion by 2016 on daily deals, flash sales and other online discounts,up 53% from $3.6 billion this year CLICK TO CALL L L Leads generated from click to call campaigns are 12-15 times more likely to convert than leads generated from website forms LOCAL 50% of mobile searches are conducted in hopes of finding local results. 61% of those searches results in a sale TWITTER Twitter’s top mobile client is m.twitter.com (Twitter’s mobile website) with 14% of total users CLICK TO EMAIL Email has reared its head and is now a viable, most powerful mobile call to action of all Internet activity in the U.S. originates from mobile devices60%
- 8. 8#WinLocal#GOFranchise2016 Consumer behavior has shifted Average Time Spent per Day with Major Media by US Adults, 2015 hrs:mins Other connected devices 0:25 Mobile (nonvoice) 2:51 Desktop/ laptop** 2:22 Digital Digital 5:38 Other * 0:25 Print* 0:21 Radio* 1:27 TV* 4:15 Total per day = 12 hours 4 minutes Average Time Spent per Day with Major Media by US Adults, 2011 - 2015 hrs:mins and CAGR
- 9. 9#WinLocal#GOFranchise2016 9#WinLocal#GOFranchise2016 Franchises Have Been Slow to Adapt to These Shifts
- 10. 10#WinLocal#GOFranchise2016 10#WinLocal#GOFranchise2016 Mobile-Friendly Desktop design that will render properly on mobile devices Mobile-Optimized Native mobile-user experience with buttons, larger fonts, etc. Mobile-Responsive A single site created to respond to the functionality of the device it’s being viewed on Are you getting left out?
- 11. 11#WinLocal#GOFranchise2016 11#WinLocal#GOFranchise2016 After Mobilegeddon, nearly half of non-mobile optimized sites dropped in search rankings.
- 12. 12#WinLocal#GOFranchise2016 12#WinLocal#GOFranchise2016 It’s a “Reachpocalypse” World According to Social Ogilvy, organic reach on Facebook dropped to 6.15% in February 2014.
- 13. 13#WinLocal#GOFranchise2016 Study Findings & Actionable Insights Major Trends in Franchise Digital Marketing
- 14. 14#WinLocal#GOFranchise2016 14#WinLocal#GOFranchise2016 -4% -3% -2% -1% 0% 1% 2% 3% 4% 5% 6% 2008 2009 2010 2011 2012 2013 2014 2015 Franchise Business Growth by Year: January 2015 Forecast Establishments Employment Output ($ billions) GDP ($ Billions) Accelerating Growth for Franchised Businesses
- 15. 15#WinLocal#GOFranchise2016 15#WinLocal#GOFranchise2016 Top Insights from Research Centralized Marketing Investment in digital Varied sophistication Searching for ROI
- 16. 16#WinLocal#GOFranchise2016 16#WinLocal#GOFranchise2016 How we got there… Sample Responses Responding Brands • 72% non-food & service industries • 46% of brands were small (< 50 units) • 10% of brands were large (500+ units) 383 total respondents • 189 complete responses from unique brands • 107 partial responses from unique brands • 7,500 franchise executives, CMOs, CEOs, COOs, Marketing Directors • Covering 3,860 franchise brands
- 18. 18#WinLocal#GOFranchise2016 18#WinLocal#GOFranchise2016 • Marketing wasn’t considered a core function of franchisors’ business operations until recently • Franchises are now realizing the importance of marketing to win the battle for market share Creating Efficiencies to Win the Battle for Market Share Does Your Franchise System use Centralized Enterprise Software Tools to Manage any of the Following Operations?
- 19. 19#WinLocal#GOFranchise2016 19#WinLocal#GOFranchise2016 • How well is your current marketing system functioning? • Do your franchisees feel like they need more assistance from the franchisor level? • Would your franchisees benefit from a more centralized deployment of marketing strategies? Assess your current efforts
- 21. 21#WinLocal#GOFranchise2016 21#WinLocal#GOFranchise2016 Driven to Digital Market saturation is putting more pressure on franchises to increase investment in marketing to stand out from their competitors
- 22. 22#WinLocal#GOFranchise2016 22#WinLocal#GOFranchise2016 • Franchise systems are adopting digital marketing across the board • Not every channel or tactic is right for every business • You need to find the right mix of services for your audience and demographics What does this mean for your franchise?
- 24. 24#WinLocal#GOFranchise2016 24#WinLocal#GOFranchise2016 Where are your competitors?
- 25. 25#WinLocal#GOFranchise2016 25#WinLocal#GOFranchise2016 • Mobile tactics are least common for franchisors and not a priority for their digital marketing spend • All customers expect to see your brand’s presence on mobile, but franchises still aren’t investing in this space Moving Mobile to the Top
- 26. 26#WinLocal#GOFranchise2016 26#WinLocal#GOFranchise2016 Three primary stages of digital marketing
- 27. 27#WinLocal#GOFranchise2016 27#WinLocal#GOFranchise2016 • What works for one franchise might not work for yours • It’s important to find the right mix of solutions that complements your business Every franchise solution is different
- 29. 29#WinLocal#GOFranchise2016 29#WinLocal#GOFranchise2016 Support from supplier of marketing solutions Franchisee support and training Seamless implementation Other Ease of use Franchisee enthusiasm and engagement Ability to manage and control system-wide consistency Costs Proof of return on investment (ROI) 0% 10% 20% 30% 40% 50% Single Most Influential Factor in System's Decision to Deploy Marketing Programs ROI Trumps All
- 31. 31#WinLocal#GOFranchise2016 31#WinLocal#GOFranchise2016 How to track ROI Geofencing Conversion tracking pixels Digital coupons There are a number of tools and tactics that you can use
- 32. 32#WinLocal#GOFranchise2016 32#WinLocal#GOFranchise2016 Wine and Painting Class Franchise Case Study
- 33. 33#WinLocal#GOFranchise2016 33#WinLocal#GOFranchise2016 Search Advertising + Social Advertising • Search Advertising: – 4 corporate locations, 11 franchise locations added over the course of a year • Social Advertising: – National, all locations • Goal: Drive prospects to purchase painting classes on their website – Actual class purchase = Conversion
- 34. 34#WinLocal#GOFranchise2016 34#WinLocal#GOFranchise2016 Reach the Right Audience • Women ages 35-55 • Facebook Lookalike Audiences Targeting Targeted 10-15 miles around each location Location Each location has its own unique targeting mix
- 35. 35#WinLocal#GOFranchise2016 35#WinLocal#GOFranchise2016 Campaign Results • Search Advertising: – Conversion Rate: 4.84% – 1,232 conversions • Social Advertising – Grew fan base by 6,240 likes – $14.33 – average cost per conversion – 2,079 conversions Generated at least $125,818 worth of sales in a 1-year period *Based on minimum $38 order
- 36. 36#WinLocal#GOFranchise2016 Study Findings & Actionable Insights Looking to 2016
- 37. 37#WinLocal#GOFranchise2016 37#WinLocal#GOFranchise2016 Get back on track Define your target audience and understand how they use digital channels Assess your current digital efforts Develop your game plan and strategic approach
- 38. 38#WinLocal#GOFranchise2016 38#WinLocal#GOFranchise2016 Develop Your Game Plan: Define Your Goals Research Your Market Plot Your Presence Define Your Message Create Sharing Opportunities Track, Analyze Optimize
- 40. 40#WinLocal#GOFranchise2016 40#WinLocal#GOFranchise2016 Resources Research Get the full research: Franchising’s Take on Digital Marketing E-Book And follow it up with an ebook: The Facebook Playbook for Franchisors
- 41. 41#WinLocal#GOFranchise2016 41#WinLocal#GOFranchise2016 Questions? FRANdata is the only source of comprehensive information about franchising: • Fact-based research and analysis • World's largest database of franchise information • Tracks and analyzes more than 3,500 brands in 30 sectors and 235 industries • Manages SBA Franchise Registry Questions? anowakowski@frandata.com We inform and engage more than 90 million Americans every month. • For national brands and agencies, G/O Digital delivers local digital activation at national scale with pushbutton simplicity. • For local businesses, G/O Digital is a one-stop-shop for those looking to connect with consumers through digital marketing. Questions? insights@godigitalmarketing.com