lsa bootcamp charlotte: building a successful digital marketing strategy (google, yp)

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Date: 07/26/2015 Speaker: Ben Tyson & Jeff Biesman Building a Successful Digital Marketing Strategy

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Page 1: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Date:07/26/2015

Speaker:Ben Tyson & Jeff Biesman

Building a Successful Digital Marketing Strategy

Page 2: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google Confidential and Proprietary

Intro

Background

Ben Tyson10 years in Online industry with Google, Hearst Media, and SuperMedia.

Joined Google in 2013 to focus on training for Strategic Partnerships for Small-Medium Business/Local Channel.

2

Page 3: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google Confidential and Proprietary

3

Jeff Biesman22 years of total marketing experience.

Former President & CMO in small business ecommerce verticals. Joined YP in 2014 as Vice President of Marketing for the local business channel.

Background

Intro

Page 4: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google Confidential and Proprietary

1954: Roger Bannister and the 4-Minute Mile

Google Confidential and Proprietary 4

Page 5: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google confidential | Do not distribute

Agenda

The Digital Challenge

Understanding Today’s Customer

Where Do You Start

DIY vs. Provider/Investment

Page 6: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google confidential | Do not distribute

Agenda

The Digital Challenge

Understanding Today’s Customer

Where Do You Start

DIY vs. Provider/Investment

Page 7: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

YP Proprietary Information (Internal Use Only): ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

Page 8: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google confidential | Do not distribute

Agenda

The Digital Challenge

Understanding Today’s Customer

Where Do You Start

DIY vs. Provider/Investment

Page 9: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google Confidential and ProprietarySource: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014

Page 10: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google Confidential and Proprietary

1987...

Page 11: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google Confidential and Proprietary

1989...

Page 12: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google Confidential and Proprietary

1998...

Mobile

Page 13: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)
Page 14: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)
Page 15: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google Analytics aggregated data, 2014-2015 for April 1-14, US

20%increase in mobile's share

of online sessions

29%increase in mobile conversion rates

18%decrease in time

spent per visit

Page 16: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

I-WANT-TO-GO

MOMENTS

of mobile users turn to a search engine when looking for a local

business

increase in“near-me” search interest

The Consumer Barometer Survey 2014/2015, US, n=1,000, based on internet usersGoogle Trends March 2015 vs Mar 2014

82%

2x

Page 17: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

MOBILE USERS EXHIBIT STRONG BUYING INTENT

have searched for local information

of these people act within 24 hours

90%

97%

Page 18: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

IN FACT…

• 56% of mobile searchers call a business

• 54% of mobile searchers make a purchase

• 51% of mobile searchers visit a store

• 59% of mobile searchers visit a retailer website

• 59% of mobile searchers share information

• 61% of mobile searchers continue researching

Source: Google/Nielsen Life360 Mobile Search Moments, Q4 2012.

The Mobile Power Hour: Within 60 minutes of searching

Page 19: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Mobile Users Respond to Advertising

Structuring An Account For Success

Page 20: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Buy festival tote for Coachella next weekend11:15pm

On the bus, read about Coachella lineup8:42am

Use flashlight app to find dropped earring11:09pm

At bus stop, listen to new music playlist 8:30am At work, book

Coachella tickets11:36amOn bus, check email

for sales this weekend5:29pm

Browse festival styles on YouTube7:15pm

Wake up and check today’s weather6:50am

At lunch, play Scrabble while waiting in line1:33pm

Use maps to get directions to Creole food truck 1:13pm150X

per day

They Are Habitual

Page 21: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

**

Mobile: a way of life for consumers

Source: http://www.securenvoy.com/blog/2012/02/16/66-of-the-population-suffer-from-nomophobia-the-fear-of-being-without-their-phone/

Page 22: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

7:15am Find open coffee bar

7:53am Watch how-to fix bathroom video

8:59am Directions to Home Depot

10:07am Read about best running shoes

1:23pm Watch video on marathon

5:38pm Look up flights to

Stockholm

Micro-moments

Page 23: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google Confidential and Propriety

Micro-moments have changed the consumer journey

Immediacy of action

Acting on any stimulus, whenever we’re

motivated to

High expectations

for relevance and for frictionless experiences

Unscripted decisionsMore loyalty to the

need in the moment vs. a brand

Page 24: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google confidential | Do not distribute

Agenda

The Digital Challenge

Understanding Today’s Customer

Where Do You Start

DIY vs. Provider/Investment

Page 25: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google confidential | Do not distribute

©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

Charlotte’s Consumer – SMB Digital Divide

Page 26: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

YP Proprietary Information (Internal Use Only): ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

Page 27: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

A Mobile Responsive Site will Support Your Success

57% of users say they will not recommend a business with a poorly designed mobile site 1

57%

Source:1 “WhatUsers Want from Mobile,” Compuware, 2011.2 Google Webmaster Central Blog, http://googlewebmastercentral.blogspot.com/2015/02/

finding-more-mobile-friendly-search.html©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies.All other marks contained herein are the property of their respective owners.

Beginning April 21st, Google changed their algorithm to expand their use of mobile-friendliness as a ranking signal in mobile search results 2

Page 28: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

YP Proprietary Information (Internal Use Only): ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

Page 29: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

YP Proprietary Information (Internal Use Only): ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

Page 30: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google confidential | Do not distribute

Agenda

The Digital Challenge

Understanding Today’s Customer

Where Do You Start

DIY vs. Provider/Investment

Page 31: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Search

Video

Mobile

Offers

Local

Site

Display300 x 250

How to Manage Effectively at Scale?

Social

KNOWLEDGE

Page 32: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google Channel Sales Team

Requires proven performance at the highest level

Gannett: 1 of 21 Google Premier SMB Partners

Benefits include:

▪ Dedicated account management by Google

▪ Ability to beta test new products and features

▪ In-depth data and analytics provided by Google

Page 33: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google Confidential and Proprietary

Why are partners the way to go?

BIA Kelsey

Partners help SMBs for many reasons for lack of engagement, including confusion and lack of time.

What SMBs Want:• Human interaction• Simple ad product• Clear value proposition for online fund shift• Advertising solutions customers want• Brand, quality, reach and results• Experts in search and digital advertising solutions• End to end solution covering all online marketing channels

Page 34: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google Confidential and Proprietary

Where Should I Invest Online?

Search31.5%

Video Display12.6%

Other Display

9.3%

Classified/ Verticals

46.6%

Search28.5%

Video Display24.5%

Other Display

4.4%

Classified/ Verticals

42.6%

2015 Ad Spending Share by MediaTotal: $23.52 Billion

2019 Ad Spending Share by MediaTotal: $30.11 Billion

Page 35: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Google Confidential and Proprietary

How Much Should I Spend? – The Case for Search Engine Marketing

Getting Started

Growing Your

Business

At Scale

$300 Up to $9,999 $10,000+ypSearch ypSearch +

MC2ypSearchPro

Page 36: LSA Bootcamp Charlotte: Building a Successful Digital Marketing Strategy (Google, YP)

Thank You!