rio seo webinar: transforming mobile searches into sales: the hype around beacon technology

Transforming Mobile Searches Into Sales: The Hype Around Beacon Technology

Moderator: Chris McDonagh, Product Manager Marketing, DMD

Speakers:Greg Sterling, VP Strategy and Insights at Local Search AssociationWarren Raisch, Chief Customer Officer at Rio SEO

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Viewing Tips

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Today’s Presenters

Warren Raisch, Chief Customer Officer Rio SEO

Greg Sterling, VP Strategy and Insights Local Search Association

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Why beacon technology is just a piece of plastic unless you have an online-to-offline strategy in place

How the experience of using a mobile wallet compels consumers to buy

How to be present in the mobile moments of need

Alternatives to beacon technologies

The impact of Apple’s i0S 9 release on mobile ad blocking

What You’ll Learn

Why Mobile Matters

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Key Stats

Earlier this month Google’s Amit Singhal, Senior VP of Google Search stated that “more Google search queries take place on mobile devices than on computers including the US and Japan.” 1

4 out of 5 consumersuse a smartphone 3

50% of local searches lead mobile users to

visit a store within 1 day2

60% of our digital media time is spent on smartphones 4

Source: 1) Search Engine Land. 2) comScore. 3) Google. Understanding Consumers’ Local Search Behavior. 4) comScore

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Key Stats

Source: Street Fight Summit Executive Survey

Mobile advertising

Social media

Data and analytics

Content marketing/native advertising

Geotargeting/geofencing

Programmatic advertising

Beacons

Streaming audio/video

Marketing clouds

0% 10%20%30%40%50%60%

Hyperlocal Marketing & Advertising: Budget Investments

Share of respondents (top 3)

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Location is Key

Smartphone Users’ Needs Revolve Around Location 

¼ of smartphone users consider proximity of the retail business location the most important factor when looking for information via mobile device

Compared To Tablet Users, Smartphone Users Are…

• 130% more likely to be in search of direction

• 43% more likely to be in search of a specific retail location

• 25% more likely to be in search of contact information

such as a phone numberSource: MMA Research: “Mobile Wallets: The Next Big Channel

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Meeting Mobile Expectations

of mobile users expect retail locations to be within 5 miles of their current location

½Location Expectations

SMARTPHONE USERS TABLET USERS

Source: MMA Research: “Mobile Wallets: The Next Big Channel

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Meeting Mobile Expectations

Mobile users that made a purchase related to their retail session

More Than Half Of Mobile Activity Leads To Conversion

SMARTPHONE TABLET

NOYES

Source: 1) Search Engine Land. 2) comScore. 3) Google. Understanding Consumers’ Local Search Behavior. 4) comScore

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Smartphone vs. Tablet

Over 30% of smartphone users and 25% of Tablet users want to make a purchase within an HOUR

Smartphone And Tablet Users Expect To Make Retail Purchases Quickly, Often Within The Day

Wasn’t looking to purchase

Longer than within a month

Within month

TABLET

Within day

Within Hour

Immediately

SMARTPHONE

Source: MMA Research: “Mobile Wallets: The Next Big Channel

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Conversion Points

of tablet users complete their online conversion via mobile device ¼Smartphone Users Convert Offline, While Tablet Users Convert Online

SMARTPHONE TABLET

7% of online conversion is completed via their smartphone

24% of online conversion is completed via their tablet

Source: MMA Urban Airship Webinar “Mobile Wallets: The Next Big Channel

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Extending The Mobile Experience

• Mobile ad networks

• Apps

• Beacons

• Mobile wallets

• Offline-to-online connections through redemption strategies

• Loyalty programs

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Mobile Ads

¾ Of Retail Users Notice Mobile Ads

retail users that have seen an ad in the past 30 days 21% of

smartphone & tablet users Click On Ads

SMARTPHONE TABLET

Source: MMA Urban Airship Webinar “Mobile Wallets: The Next Big Channel

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Local Relevance

Local Relevance Is Important For Both Smartphone And Tablet Users Followed By The Ability To Utilize A Coupon Or Offer

Retail Advertising Most Likely To Click OnTop rank by device

Ad that offers coupon/promotion

Ad that’s locally relevant to me Ad that features a brand I know

SMARTPHONE

TABLET

Source: MMA Urban Airship Webinar “Mobile Wallets: The Next Big Channel

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Poll QuestionWhat are the core technologies that your organization is reviewing to capitalize on the mobile opportunity? (check all that apply)

Beacons

Mobile wallet

Mobile ad networks

Coupon redemption

Loyalty programs

Mobile apps

Navigating The Local Mobile

Path To Purchase

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Be There Across All Stages of the Customer Journey

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Mobile Path to Purchase

Of consumers interact with brands or products before arriving at the store (and are making buying decisions earlier in the process accordingly) 1

76%1in 3 Shoppers say they spend more when they

use digital as part of their shopping process 2

80% Of local searches made on a device turned into a purchase 3

Source: 1) Screenwerk. 2) Deloitte Digital. 3) comScore

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The Moments That Really Matter:Micro-Moments

Micro Moments Carry A Macro Impact

To win in these moments:

• Look at what these micro-moments look like for your business and what’s happening or not happening in them today.

• Do these micro-moments match consumers intent and context in the moment?

• Are they optimized for the screen in hand?

• Is there a direct path toward desired outcomes?

“These micro-moments are critical touchpoints within today’s consumer journey, and when added together, they ultimately determine how that journey ends.” - Google

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Beacon Attraction

Why Are Beacons Getting A Lot Of Attention?

• 71% of organizations with three or more years of experience driving

mobile strategy state that they plan to deploy beacons to enable

location context in the coming year.

• Only 23% of customers state that they are interested in sharing their

location information with retailers, mainly due to privacy concerns.

“A beacon without a strategy is just a piece of plastic”Source: Forrester: Win Your Offline Mobile Moments – By Adam Silverman, Julie A. Ask

Beacons: Benefits, Limitations & Beyond

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This Is a Beacon

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Many Makers of Beacons

• Dozens of beacon makers

• Perhaps 10 – 15 major manufacturers

• ~$30 per beacon

• Perception of beacon as commodity

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Technology + Standards

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How Beacons Work

Beacons placed in venue

Transmit one-way signal within close proximity to

enabled devices

• App to interpret signal downloaded• Bluetooth turned on• Notifications for app enabled

Device owner receives specific app-enabled notification

Welcome 20% off

purchase of $100

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In-Store Smartphone Usage

60% - 85%

Source: IAB-IPSOS, Google, Opus Research, e-Tailing Group, Thrive Analytics (2013 – 2015)

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In-Store Activity

Source: LSA-Thrive Analytics, “Local Search Report” 2015

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Source: IAB-IPSOS survey + interviews of 482 electronics shoppers (US adults), February 2013

More likely to buy product Less likely to buy product Does not impact decision0%

10%

20%

30%

40%

50%

60%

70% 65%

5%

30%

IAB Study: “2/3 of shoppers using mobile in stores more likely to buy the product”

Showrooming vs. Product Validation

How does using your mobile device at a store impact your

shopping experience?

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Where Are Beacons Used Today?

Hotels Airports

Museums Retail

Sports Stadiums

Conferences & Events

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Retailers Rolling Out Beacons

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Still a Work in Progress

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Beacon Friction

Multiple requirements:

• App capable of receiving beacon signal installed (but see network approach)

• Location enabled for app

• Bluetooth turned on

• Notifications turned on for the relevant app

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Source: Pew Research Center, July 2013

70% say that it’s “very important” or “somewhat important” that they be in control of their location information

How important is it that you authorize who should have access to this information?

Users Want Control Over Location

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Location Sharing Challenges

Why (40% of Users) Resist Sharing Location:

• 50% (of the 40%) cited privacy • 23% didn’t see value of location data• 19% location svcs drained batteries

Why People Turn off Location:

• 63% battery drain• 45% privacy issues• 20% to avoid advertising

Source: Skyhook Wireless, July 2015 survey of 1,000 US smartphone app users

What Users Want From Location Sharing

• 49% accurate location• 47% location-specific app content• 46% relevant offers • 34% personalized communications

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60% of smartphone phone owners under age 53 have checked-in:

• Of that group, over 70% will share location for a deal or loyalty rewards

• 50% will share location for exclusive or personalized content

Source: Thrive Analytics, 10/13 (n=1,033 smartphone owners; 536 have “checked in”)

Will Share Location for Benefits

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Source: Swirl survey of 1,000 smartphone-owning women shoppers from March 25-26, 2013.

“50% [of female in-store shoppers] would willingly share their mobile phone’s location and other personal information with a retailer in return for an in-store credit, gift, flash sale or early access to new styles.”

50%in-store female shoppers would share location

for offers, content, etc.

Will Share Location for Benefits

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Source: OpinionLab 2014 (n=1,024 US adults)

• Price discounts — 61%  

• Free products — 53% 

• Chance to win a big prize — 28%

• Better overall shopping experience — 24% 

• Unlock new experiences/awards while shopping — 23% 

• Personalized attention from store associates — 12%

What would motivate you to participate in “retail tracking”?

Will Share Location for Benefits

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Range of Indoor Tech

• IP-connected cameras

• WiFi

• Beacons

• Magnetic positioning

• LED lighting

• Acoustic

• Others

Beacons just one indoor location technology

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IoT: Digitizing the Physical World

Beacon Alternatives

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Mobile Wallets

“The vision is to replace the wallet”- Tim Cook, Apple CEO

The Next Big Channel!

• Increase mobile footprint

• Personalized relevance

• Locked in loyalty

• Cross channel connector

50% of shoppers have

approached the

Source: 1) eMarketer.

checkout with coupons on the

screens of their mobile devices 1

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It’s All About The Wallet

• Touch ID

• Credit Cards

• Drivers License

• Loyalty / Reward cards

• Membership cards

• Event tickets

Wallet Items

Source: MMA Research: “Mobile Wallets: The Next Big Channel

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Global Smartphone Adoption

• 2.1 billion smartphone subscriptions in 2014

• 23% year-over-year increase

• Smartphone subscription continues to see strong growth

Source: ITU. Details on Internet Users & Smartphone Subscribers

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Beyond The App

• Relevant – personalized and location-aware

• Convenient – store all of your coupons, cards, and event passes in one place

• Persistent, timely

Reach 100% Of Your Mobile Audience

Source: MMA Urban Airship Webinar “Mobile Wallets: The Next Big Channel

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Bridging Offline & Online

• Online search visits to actual in-store foot

traffic

• Connecting to apps

• Mobile wallet integration

• Offering immersive local experiences

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The Cross-Channel ConnectorConvenient, Ubiquitous Distribution.

• Email

• SMS

• Social

• Web Pages

• Mobile Pages

• Banner Ads

• QR Codes

• API

Source: MMA Research: “Mobile Wallets: The Next Big Channel

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MMS

Cross-Channel Connection Examples

EMAIL SMS

Source: MMA Research: “Mobile Wallets: The Next Big Channel

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Cross Channel Connection: Push To Pass

Use All Of The Existing

Messaging Capabilities

Within Your App:

• Notifications

• Landing Pages

• Message Center

• Interactive Notifications

Source: MMA Research: “Mobile Wallets: The Next Big Channel

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End Goal

• Track & Measure

• Be visible in the near-me mobile moments (NAP and hours of operation are findable)

• Create the next moment with search-optimized local landing pages that accelerate the path from search to service for customers who are searching and considering a purchase

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Poll QuestionWhat is the impact you think mobile ad blocking will have on the consumer? (check all that apply)

No effect at all

Some effect

A very big impact

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Rio SEO Open Architecture

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How Well Do You Perform?

Get a FREE Local SEO Audit ReportSchedule time with a local SEO specialist to chat about your specific needs.

Call: (858) 529-5005Email: sales@rioseo.com

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Thank You! Questions?

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