Presentation from the December 18th webinar, "Winning in Local Search: Top 10 Trends for 2014." Kenshoo's Josh Dreller moderated a discussion between Kenshoo Local Product Director, Paul Wicker, and Jason Peaslee, Managing Partner at Thrive Analytics, around the top trends for local search marketers to get on their radar for 2014.

1. Winning in Local Search:
Top 10 Trends for 2014

2. Webinar Instructions
Audio instructions
• Listen via computer speakers or use phone numbers listed
in email from gotowebinar@citrixonline.com
• Still can‟t hear the webinar? Tell us please!
• Ask questions using the Questions box

3. Download the Guide
Kenshoo.com/Local-Search-Guide

4. Today’s Speakers
Josh Dreller
Director of
Marketing Research,
Kenshoo
Paul Wicker
Director of Product,
Kenshoo Local
Jason Peaslee
Managing Partner,
Thrive Analytics
on behalf of the Local
Search Association

5. What is Local Marketing?
Local marketing is really about the focus of the program itself.
It‟s about adapting messaging and targeting to reach a local
audience and best influence those consumers to take action at
a local level.

6. The Four Key Digital Channels of Local Search

7. Local-local and National-local
•
Local-local: Local organizations that try to stimulate business
within their area (i.e. a local hardware store or small regional
chain of hardware stores)
•
National-local: National (or even global) advertisers that
customize their programs in order to compete on a local level
(i.e. a large hardware chain with many individual store locations)

8. Poll 1
????

10. #1 More Local Searches Via
Web-enabled Content

11. #1 – More Local Searches Via Web-enabled Content

12. #1 – More Local Searches Via Web-enabled Content
More time spent online than ever before
• Increased consumer usage with phones and tablets
• Just more web-enabled devices overall (next
generation gaming consoles, digital billboards,
Google glass, etc.)
• Social media
More digital marketing
• 1 in 4 ad dollars going to online channels now
$$$$

13. #2 Content as the Next Frontier
for Local Search Marketing

14. #2 – Content as the Next Frontier for Local Search Marketing
•
Bow Truss Coffee Roasters

15. #2 – Content as the Next Frontier for Local Search Marketing
•
Bow Truss Coffee Roasters

16. #2 – Content as the Next Frontier for Local Search Marketing
•
Bow Truss Coffee Roasters

17. #2 – Content as the Next Frontier for Local Search Marketing
Content ideas
• Blogs
• Answer questions from
your customers
• Highlight benefits of your
products/services
• Contests
• eBooks
• Webinars
• Infographics

18. #3 Social Media at the Center of
All Advertising Programs

19. #3 – Social Media at the Center of All Advertising Programs
•
Drive Word of Mouth (WOM)
• Historically the best form of
advertising
• Facebook Graph Search
• Not just Facebook: Pinterest,
Instagram and other social
networks
•
National-local: close the
Search/Social loop
•
Local-local: curated content
feed
•
Try paid social advertising to
promote organic social content

20. #3 – Social Media at the Center of All Advertising Programs
•
Reviews and recommendations now
on steroids with social sharing
•
Check out the section within the
Kenshoo Guide to Local Search:
How to Get Customers to Write
Reviews

21. #4 The Era of Real-time Marketing

22. #4 – The Era of Real-time Marketing
Reach consumers while they„re in market
(versus days, weeks, even hours later) via Retargeting

23. #4 – The Era of Real-time Marketing
Problem
Which products are popular?
Solution
Which products are converting?
Which products are competitive?

24. #5 Don’t Just Survive the Mobile
Wave, Surf It!

25. #5 – Don’t Just Survive the Mobile Wave, Surf It!

26. #5 – Don’t Just Survive the Mobile Wave, Surf It!
The first step is have a strong mobile presence
•
44% of phone owners and 50% of tablet owners are disappointed companies
don't have an optimized site
•
38% of phone owners and 47% of tablet owners are disappointed when
companies don't have a mobile app
•
38% of phone owners and 44% of tablet owners agree with the statement:
"I am less likely to re-visit a brand’s site if it wasn't optimized for my
mobile device the first time I visited it”
Source: “Yahoo! Smart Mobile How mobility influences category shopping”

27. Local Search Association
Quick Mobile Stats
December 6, 2013

28. Local Search Association – Quick Mobile Stats
•
79% of the US population will own and use a mobile phone in 2014
•
65% will be Smartphones

29. Local Search Association – Quick Mobile Stats
•
48% of all local searches will be on mobile
•
60% of 18-44 year old mobile phone users
will access local content
•
Smartphone users are 5.5x more likely to
access local content
Sources: comScore MobiLens U.S, July 2013; eMarketer 2013

30. Local Search Association – Quick Mobile Stats
Local content will be accessed by Apps
Local Content Access on Mobile Phones
(in Millions)
Dec-11
Dec-12
Jul-13
+33%
99.0
85.7
+47%
74.5
+28%
66.7
45.5
54.4
44.2
50.7
56.6
+24%
13.7 16.0 17.0
Any Access Method
Application
Browser
*Local content defined as searching for information on maps, movies, business directories or restaurants.
Source: comScore MobiLens (US Mobile Subscribers Age 13+) Jul’13 3 mo. Avg.
SMS

31. Local Search Association – Quick Mobile Stats
All categories will show growth
Local Content Categories Mobile Audience Size and Growth
+15%
(in Millions)
+17%
373
430
110
+16%
Audience (MM)
94
85
73
+13%
44
+14%
50
35
+16%
40
+14%
+8%
35
41
34
+19%
39
29
31
20
Total Local
Content*
Weather
Maps
Movie Info.
Restaurant
Info.
Oct-12
Classifieds
Traffic
Biz
Directories
24
Real Estate
Oct- 13
* Local Content defined as Business Directories, Classifieds, Maps, Movie Information, Real Estate Listings, Restaurant Info, Traffic, and/or Weather category access
Access methods include Browser, Application and SMS
Source: comScore MobiLens U.S, October 2012 - 2013

32. Local Search Association – Quick Mobile Stats
59% of smartphone owners‟ purchase decisions are
influenced by ads viewed on their device*
20% of all retail ecommerce sales will be from mobile
($57B)**
Sources: *Prosper Mobile Insigts, June 2013;**Emarketer 2013

33. Poll 2
????

34. #6 The Rise of Vertical Specialists

35. #6 – The Rise of Vertical Specialists

36. #6 – The Rise of Vertical Specialists
35 Billion app downloads
• July 2009: 65,000 apps available
• October 2013: 1,000,000+ apps available
At some point, every category will have a vertical leader
that will be the starting point for local search
Do the research: Who are the vertical specialists in your category?

37. #7 Widening of the Map

38. #7 – Widening of the Map
Local search can create awareness of your
business to out-of-area consumers

39. #7 – Widening of the Map
From Pargo
• 71% of consumers would go 5-10 minutes out of their way for a
$5 rebate on a $50 product
• 87% would travel the extra distance for a $10 rebate
• 93% of consumers would travel 5-10 minutes out of their way
for a $15 rebate

40. #8 More Metadata for Listings
and Directories

41. #8 – More Metadata for Listings and Directories
Which one are you?

42. #8 – More Metadata for Listings and Directories
“When researching a local service online, what information is important to you?”
Source: Thrive Analytics, 2013 Local Search & Advertising Study; Base: 2,004 adults (multiple responses allowed)

43. #9 Blurring of the Lines Between
Online and Offline

44. #9 – Blurring of the Lines Between Online and Offline

45. #9 – Blurring of the Lines Between Online and Offline
•
The rise of Loyalty Marketing drive new offline interaction
•
70% of mobile searchers reporting they click to call directly
from the search results to connect with a business
•
Retailers offer online purchase with in-store pickup in hopes
of increasing the ticket before the consumer leaves

46. #10 Proximity Marketing

47. #10 – Proximity Marketing
•
Borrell estimates that $5.81 billion will be
spent in the U.S. by 2015 on Mobile Proximity
Marketing ($0.8 billion was spent in 2010)
•
70% of smartphone owners use location
based apps (Pew Research)

48. #10 – Proximity Marketing
Geofencing

49. Poll 3
????

50. Kenshoo Delivers
Closed-loop Targeting. Universal Integration. Dynamic Attribution. Predictive Analytics.
Infinite Optimization
TM

51. Kenshoo Local. Market Locally. Manage Centrally
Scale Enablement:
•
Specialized features for the creation and
management of hundreds or thousands
of small business search campaigns
Automated Management:
•
Tools to ensure campaigns hit specific
contract budgets and performance
objectives.
Reporting:
•
Automated generation of simple,
intuitive reports for small business
owners and internal stakeholders.

52. Kenshoo Local. Market Locally. Manage Centrally
Local Targeting:
Local targeting options and extensions to
improve CTR, conversions and overall
campaign performance.
Call Conversion Optimization:
Technology to identify which keywords drive
the most phone calls and tools to increase
call volume.
Business Listing Management:
Integration with additional networks to create,
manage and track business listings across
Local networks

53. Q&A
Kenshoo.com/Local-Search-Guide

54. For more great Kenshoo research, please visit www.kenshoo.com