Digital Opportunities For Local Businesses
-
Upload
sebastien-provencher -
Category
Business
-
view
144 -
download
0
Transcript of Digital Opportunities For Local Businesses
Digital opportunitiesfor local businesses
PERFORMANCE MARKETING SOLUTIONS
1. Major Milestones in “Local” History
2. Current Trends3. Today’s Opportunities4. Tomorrow’s Opportunities5. Summary
AGENDA
• 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
• Senior Analyst, BIA/Kelsey
• 10 years of experience in local
• Specializes in Search Marketing, Local Online Marketing, Emerging Tech
@abidc
4
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 timeFor any follow up questions about the webinar please contact:
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
Major Milestones in “Local” History01
Why Look at the Past?
8
“You have to know the past to understand the present” - Carl Sagan
● 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
● 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
● 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
● 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
● 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
● 2004: Flickr● 2005: YouTube● 2010: Instagram● 2010: Pinterest
The Emergence of the Visual Web (2004-2010)
14
● 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
● 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
Why the Age of Mobile Created an Inflection Point
17
Source: Andreessen Horowitz
The World in 2020: Even More Smartphones
18
Source: Andreessen Horowitz
Mobile’s Multiplier Effect
19
Source: Andreessen Horowitz
And Mobile = Local
20
Photo credit: HowToGeek
“Local” Trends02
Mobile Bigger than PC for Purchase Research
22
And Consumers on Mobile are Searching More than Before
23
Consumers are Also Using Social Media
24
Almost all Small Businesses are Using Digital Tools
25
And They’re Increasing Their Digital Spend
26
Where They’re Planning to Invest
27
Where Small Businesses Need Help
28
Advertisers Churn Because of Poor Results...
29
… And They Don’t Measure Performance
30
Today’s Opportunities with Small Businesses03
• 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
• 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
• 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
• 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
• 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
• Solution provider○ Hundreds of solutions available
• Content creation
Email marketing
37
Flickr photo: Yoel Ben-Avraham
• 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
Tomorrow’s Opportunities with Small Businesses04
• 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
In Summary...05
● 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
THANK YOU