PRESENTATION: LOCAL CONTENT EXPERIENCE

Steve  Bea(y  Head  of  Owned  Media  Company:  iProspect  steve074@twi4er.com  

#LSS2016  

#LSS2016  

LOCAL  CONTENT  EXPERIENCE  WHERE  WERE  GOING….WHERE  WE  ARE!  

LocalInfluence  

As  we  move  closer  to  a  world  that  transacts  strictly  thru  Mobile,  local  relevance  will  be  

the  guiding  force    By  2019    

141  Billion  Local  Searches  will  take  place  

in  the  US  alone  -­‐Emarketer  

41%  of  Adults  Use  Voice  Search  Once  a  Day  

-­‐  Google  

Voice Activated  

ANSWER ENGINE APP GUIDED DECISIONS

2015 2017 2020

PERSONAL ASSISTANT

LOCAL CONTENT WILL BE KEY IN THE EVOLUTION

LOCAL CONTENT IS PART OF THE ANSWER ENGINE

LOCAL CONTENT WILL BE PART OF THE APP GUIDED DECISION

DRYER BREAKS

Machine looks up local replacement, sends to

phone APP

Relevant local options appear

Purchase from best optimized local option

with inventory

Phone APP delivers relevant

local options

Local Data Feed with Inventory

LOCAL  DATA  CRITICAL  

LOCAL CONTENT MUST BE PART OF THE PERSONAL ASSISTANTCAR PARKED

YOUR AT WORK AI PERSONAL ASSISTANT

PROJECTS A STORM

AI PERSONAL ASSISTANT ORDERS LOCAL  INVENTORY  

LOCAL  PROXIMITY  LOCAL  DELIVERY  

YOUR  READY  FOR  THE  STORM  

AI ASSISTANT TALKS TO CAR“NEW WIPER

BLADES NEEDED”

LOCAL  DATA  CRITICAL  

WHERE ARE NOT THERE YET IN 2016!

   

   

40%  of  Adults  are  using  Voice  Search  

once  a  day              -­‐Google  2015  

VOICE SEARCH IS STILL GROWING

BRANDS STILL NOT DELIVERING ACCURATE DATA

   RIO  AUDIT    

66%  of    their  local  locations    had  Incorrect  Name,  Address  

or  Phone  information    

-RIO 2015  

HEALTHCARE  SECTOR  BRAND  

BRANDS NEED TO CREATE FASTER MOBILE EXPERIENCES

   

Google  Page  Speed  Score  

55/100  

61%  of  consumers  are  more  likely  to  contact  a  local  

business  if  they  have  a  mobile  optimized  

site  -­‐Brightlocal  2015  

BRANDS NEED TO SHOW RELEVANT SEARCH RESULTS (SEO 101)

   Page  Delivered  

“Skecher  Backpacks”  

Page  that  should  have  been  Delivered  

Search  Query  “Skechers  Men  Shoes  Target”    

BRANDS NEED TO A MORE PERSONALIZED CONTENT EXPERIENCE

    LOCAL    

15%  of  consumers  cite    coupons  as  the  top  influence    in  pre-­‐purchase  decisions  

 -Nielsen 2015

 

Coupon  Clearly    Called  Out  

Store  Hours  with  highlight  of  the  day  searched  

Weekly    Ad  Link  

   

#LSS2016  

KEY  TAKEAWAYS  MAKE  SURE  YOUR  DATA  IS  ACCURATE  TO  DELIVER  THE  USER  A    GREAT  EXPERIENCE      MAKE  SURE  SEO  IS  CONSIDERED  IN  LOCAL  AND  DELIVERS  THE  RIGH  RESULT    DELIVER  PERSONALIZED  CONTENT  BASED  ON  USER  LOCATION    SEARCH  IS  EVOLVING  QUICKLY  SO  MUST  LOCAL  STRATEGIES  

#LSS2016  

THANK  YOU  WHERE  WERE  GOING….WHERE  WE  ARE!