local search and finding the right customers

11
Mark Harper VP Strategic Relations GenieKnows.com Local Search & Finding the Right Customers

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Page 1: Local Search and Finding the Right Customers

Mark HarperVP Strategic Relations

GenieKnows.com

Local Search & Finding the Right Customers

Page 2: Local Search and Finding the Right Customers

Changing economic climate

• Sub-prime mortgage = melt-down> Credit and financial crunch

> Everyone is effected in tough economic times

• World recession or depression?> Economic slowdown all sectors

• Hardest hit sectors> Banking, Auto, Property, Retail, Airlines

Page 3: Local Search and Finding the Right Customers

Marketing during a recession

• Tighter marketing budgets> Costs are under the microscope / cutbacks / shrinking budgets

• Smarter marketing spends> Calls for more creative Ad spending

• Measurable campaigns> “Can I measure it? / Does the Ad spend perform?”

• ROI that delivers> “What are the returns – does it make sense?”

Page 4: Local Search and Finding the Right Customers

Marketing spend shift• Businesses are shifting their

marketing tactics

• Traditional media brands are failing (Chicago Tribune, Seattle Post)

• Newspaper circulation declines 7% (Source: MarketWatch, April 2009)

• New technology & online services are taking more market share. (Example: Urbanspoon and Yelp.com very popular App’s on the iPhone)

Page 5: Local Search and Finding the Right Customers

Social media explosion

• Consumer behaviours are changing> Love it or hate - Facebook has 175M users

• Other social media platforms> Smart businesses adjust to embrace social media explosion;

Page 6: Local Search and Finding the Right Customers

Local search marketing

• Local Information access is changing> Local content, reviews, weather and news sites (ie; AllNovaScotia.com)

• ROBO - Research online, buy offline> 89% of buyers perform ROBO before purchasing offline (Source: Comscore)

> As recently as Dec. 2008 data suggested that up to 50% of local businesses didn’t have a website presence.

> Declines in traditional access to local information (YP & local print news). Newspaper circulation declines 7% (Source: MarketWatch, April 2009)

Page 7: Local Search and Finding the Right Customers

Local search marketing (cont.)

• User interaction & user generated content> Consumers are taking part in reviews, rating, rants, blogs

• Businesses want motivated users > Positioning their products across local sites as users are engaged in a buying or research mode. > Local Search Engines taking more market share;

Page 8: Local Search and Finding the Right Customers

Advantages of search marketing

• Campaign tracking tools> Array of 3rd party management tools; Hitwise, Omniture etc.> Web Analytics; page views, clicks session time

• Adjusting campaigns> Respond to poorly performing campaigns> Adding new campaigns and keywords

• Taking advantage of trends> Respond quickly to an industry ‘buzz’

• Diversify campaigns > Test multiple platforms for ROI that works

Page 9: Local Search and Finding the Right Customers

Local marketing a case study

• RESTAURANT A

• creates a Facebook and MeetUp.com group page to announce events and post a link to its new website with a menu

• buys into a search marketing campaign targeting specific local keywords related to its business.

• opens a Twitter.com account to engage users who show an interest in dining out in their city

• RESTAURANT B

• decides to stay with their old print creative with a traditional offline business directory

• buys into local radio time slots to announce a recent refit and menu change.

• prints flyers to be posted across the City and handed out to passers by on the street

• Which restaurant is engaging their potential clients with a meaningful message?

Page 10: Local Search and Finding the Right Customers

Online marketing – industry trends

• Vertical search marketing now accounting for over 39% of all online spending (Source: Nielsen)

• Local online advertising to grow faster than any other online sector (Source: Kelsey Group, January 13th ‘09)

Page 11: Local Search and Finding the Right Customers

Contact me:

• EMAIL: [email protected]

• TWITTER: twitter.com/markharper

• LINKEDIN: linkedin.com/in/harpermark