LSA15: State of the Association (Neg Norton)
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Transcript of LSA15: State of the Association (Neg Norton)
PAY TECHNOLOGY
Paper banknotes first appeared in CHINAduring the
In 1913, the U.S. Federal Reserve established the
gold-backed dollar and in 1958 the first versions
of AMEX and Visa were issued.
IN 1997, MOBILE
COMMERCE WAS
FIRST INTRODUCED
BY COCA-COLA
There has
been an
explosion in
changing
technology
from mobile
payment
apps and
wireless,
contactless
payment over
the past 10
years.
Today mobile payments make up
a $50 billion market that is expected
to jump to $142 billion by 2019
800s
40% of consumers
used a mobile payment
application in the past year
UP FROM 8 PERCENT IN 2013.
PAPER MOBILE
A MOBILE WORLD
60% of consumers
use mobile devices to
find information on local
products and services
52% are “on-the-go”
Source: Local Search Association, “The Mobile Fanatics- How Mobile is Transforming Local Shopping,” 2015.
But also a local one
18%
35%34%
13%
22%
38%
30%
10%
Every time Often Sometimes Never
2014 2015
How often do you use your smartphone while shopping in
malls, grocery or retail stores?
+11%
+9%
54% look for deals in store.
51% compare prices in store.
39% look at reviews in store.
Source: Local Search Association, “The Mobile Fanatics- How Mobile is Transforming Local Shopping,” 2015.
Source: 1 Local Search Association, “The Mobile Fanatics- How Mobile is Transforming Local Shopping,” 2015. 2 Vision Critical 2013 review of internet/client data +6,000 consumer “interviews,” IBM survey 2014. 3 Thrive Analytics, 2014.
59% of consumers have been
influenced by social
media posts while
shopping locally.2
70% of consumers will share
location information if
they get something of
value in return like a
deal/coupon.3
Mobile influences local purchasing decisions
55% of smartphone owners have tapped/clicked on mobile ads while searching for local products/services.1
Today, over half of every retail dollar spent is influenced by digital.
~54% of all U.S. retail sales will be influenced by digital media in
2015.
Nearly, 30% of all U.S. retail sales will be influenced by mobile in 2015.
$325 Billion*
$1.5 Trillion*
E-Commerce
Sales
Digital
Influenced
Sales
$325 Billion*
$1.5 Trillion*
Source: *Forrester Research, “Web-influenced retail sales forecast” 2015.
Critical trends impacting local
Mobile device usage
and media time
Mobile payments and
digital wallets
Connecting the digital
and physical worlds
Location goes indoors
Location is the new cookie
(for mobile targeting)
Social media impact on
consumer purchase behavior
World of wearables
Personal assistant: mobile
successor to search
Internet of things
Operational and
transactional
services for SMBs
Rise of resource
sharing
1
2
3
4
5
6
7
8
9
10
11
The impact of local on the US economy
Small firms account for 63%of net jobs created.
Source: United States Census Bureau
SMBs (<500 employees)
employ 56 Million people.
Businesses with <20 employees
employ 20 Million people.
Represent a significant portion of
private sector payrolls.
500 employees or less 48.5%
100 employees or less 34.5%
20 employees or less 17.9%
The 781,794 franchised small businesses in the U.S.
account for 40% of all retail sales and provide jobs for
some 8 million people.
The 24 million
small businesses
in America
account for
54% of all
U.S. sales.
Purchasing happens near home
Roughly 70% of the
nearly $18 trillion US GDP is
driven by consumer spending that occurs within 20 miles of home or work.
69% of mobile consumers
expect businesses to be within 5
miles or less of their location and
approximately 10% expect
businesses to be within 1 mile or
less of their location
Consumers will travel roughly
17 minutes to
shop and purchase products.
Dollars spent on local marketing are expected to rise with significant increases in mobile & social.
Utilizing location technology & data will become more important
Varied set of use cases, categories
and industries that can benefit from
indoor location:• Retail stores/malls
• Entertainment venues, casinos, amusement
parks
• Airports
• Stadiums and arenas
• College campuses
• Hotels
• Hospitals
• Museums
• Others
**Source: Macy’s
Macy’s decided to roll out iBeacons
in all its 4,000 locations
LSA Insights
LSA insights is the first third-party tool that provides broad campaign benchmarking capabilities across media types. It also offers the unique ability to drill down by industry vertical and market to assess ad performance. MONICA HO VP OF MARKETING, XAD
If I had a tool like this two months ago, I would
have change the way I pitched a few potential
clients. I think we could have got them with
some of this data you’ve shown me today.
MYLES BERGH, VP CLIENT STRATEGY,
MICHAELS WILDER AGENCY
The team here at Linkmedia 360 has found LSA’s
reports and insights to be extremely helpful in
supporting our new business efforts and proving
value across multiple media channels.
RENAE DABNEY, SVP, LINKMEDIA 360
For too long, the local media rep hasn’t had all the
necessary data to make a convincing argument to their
prospect or customer as to which media to invest in.
Now, with LSA Insights, the local media rep can build a
more compelling case and help earn the trust that’s
required to cement long term relationships.
NEAL POLACHEK, INDUSTRY ADVISOR, BUZZBOARD
Co-Op
This sale would not
have happened, but
for the Co-Op dollars
available to the
customer.
A San Francisco consultant utilized a paint brand of Co-Op to
sell a $11K YP Direct Mail program.
This sale would not
have occurred without
Co-Op.A YP Media Consultant in PA used Co-Op to prospect new
accounts. After finding a comic brand that Co-Op’d, he
contacted brand retailers and one of them purchased an
Enhanced Mobile Targeted using his Co-Op funds.
Total bills
reviewed in
2014: 6000+
publisher liability
EPR
advertising regulation
privacy
sales tax on marketing
services location trackingAD EXPENSE DEDUCTIBILITY
opt
out
DIS
TR
IBU
TIO
N
PUBLIC POLICY
Research program
Q1 Research
Topline Local Media Tracking Study Report
25 Mobile Heading reports from LSA
Top PYP & IYP Heading Report
Local Media Tracking Study Annual Review Report
Local Media Tracking Study Pocket Piece
183 PYP/IYP Heading Reports
Mobile Fanatics Report
SMB report
Comscore MobiLens and TabLens reports
Q2 Research Scheduled
Benchmarking Survey Refinement
ISS Reports to Review (183)
Last Mile Advertising Heat Maps
9 Point Heading Reports (255)
LSA Insights Trend Analysis
SMB Business Segment Report
Consumer Report on Cross Media Usage Patterns
SMB trends
Only 35% can accept
mobile payments.
40%
37%
33%
21% Not Enough Time
Not Enough Knowledge or Expertise
Ad Budget Not Large Enough
Not Enough Resources to Hire Dedicated Personnel
SMBs Biggest Challenges with Online/Digital Marketing
56% stated they update their
websites every six months or
longer.
Percentage of SMBs with a Website by Business Size
60% have no strategy
to market to mobile
60% of SMBs
don’t utilize tools to
measure
performance or help
them manage their
business.
66% don’t have a way to
capture online reviews.
60% stated they have
websites that aren’t
optimized for mobile.
55% of
social media
pages are
updated
monthly or
longer.65% of business listings are
updated quarterly or longer.
Current providers are falling short
25%
30%
45%
55%
60%
Other
Too Many Errors Made
Price is too high for the product/service
Poor Service Levels from Providers
Poor Program Results
Reasons for not being satisfied with current media providers (Scores 0-6).
Source: Thrive Analytics, “Local Pulse Survey”. January 2015.
What providers can start & stop doing
WHAT CAN PROVIDERS START DOING
TO BETTER SERVE SMBS
WHAT CAN PROVIDERS STOP DOING
TO BETTER SERVE SMBS
Source: Thrive Analytics, “Local Pulse Survey”, January 2014. N= 1,008 Small Businesses; Open-ended question used text analytics to create word cloud of top responses.
ad to action AWARDS
Anne MercoglianoHead of SMB
Marketing, Twitter
Christian WardEVP,
Partnerships, Yext
Janet DisbrowVice President,
National Sales, YP
Jeff FagelCMO, G/O Digital
Lutz FingerAuthor of "Ask, Measure,
Learn" & Director Data Science and
Engineering, LinkedIn
Jeff GlueckChief Operating
Officer, Foursquare
Monica HoMarketing,
Infrastructure, xAd, Inc.
Steven JacobsDeputy
Editor, Street Fight
Shreya KushariSVP, Search Marketing
& Performance Media, DigtasLBi
Duncan McCallCEO and Co-
Founder, PlaceIQ
David MihmDirector of Local Search
Strategy, Moz
Faith MurphyDirector, Channel
Management & Reseller Network, Yahoo
Trevor NadeauManaging Director –
EMEA, BuzzBoard, Inc.
Elise NeelHead of
Sales, MapQuest
Manish PatelCEO,
Where 2 Get It
Nathan PettyjohnFounder & CEO, Aisle411
Shelby RenoMarketing Instructor & Former
Director of Marketing & Communications,
TWO MEN AND A TRUCK
Sharon RowlandsCEO, ReachLocal
Mike VaccaroChief Revenue
Officer, Digitaria, a JWT Company
LSA Board of Directors
Ben WoodDirector of Channel Sales Americas
Sharon SweeneySecretary/Treasurer
President, Fairway Group
Bill DinanChairman, LSA
President, Telmetrics Inc.
LSA Board of Directors
Andrea CancroEVP and Managing DirectorStarcom MediaVest Group
Bill DinanPresident
Telemetrics Inc.
James V. ContinenzaExecutive Chairman and
Acting President and CEOThe Berry Company
George HannaEVP, Chief Legal Officer &
Board SecretaryYP Holdings LLC
Ben WoodDirector of Channel Sales
AmericasGoogle
Kevin JasperCEO
hibu US
Jed NachmanSVP of Revenue
Yelp
Joe WalshPresident and CEO
Dex Media, Inc.
Katy HunterSenior Director of Partner &
Channel MarketingMicrosoft
Michael Fordyce CEO
NinthDecimal
Norm HagartyCEO and Managing
PartnerDAC Group
Sharon RowlandsCEO
ReachLocal
Sharon SweeneyPresident
Fairway Group
Julien BillotPresident & CEO
Yellow Pages Digital & Media Solutions
Eric WebbPresidentMarquette
Group/USMotivation
State of LSA
2014 financial results: Net income of ($132,000)
Reserve fund: $8.9 million
2015 budget anticipates revenues and expenses: $7.4 million