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Winning in Local Search:

Top 10 Trends for 2014

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Kenshoo.com/Local-Search-Guide

Today’s Speakers

Josh DrellerDirector of Marketing Research,Kenshoo

Paul WickerDirector of Product,Kenshoo Local

Jason PeasleeManaging Partner,Thrive Analyticson behalf of the Local Search Association

Local marketing is really about the focus of the program itself. It’s about adapting messaging and targeting to reach a local audience and best influence those consumers to take action at a local level.

What is Local Marketing?

The Four Key Digital Channels of Local Search

• Local-local: Local organizations that try to stimulate business within their area (i.e. a local hardware store or small regional chain of hardware stores)

• National-local: National (or even global) advertisers that customize their programs in order to compete on a local level (i.e. a large hardware chain with many individual store locations)

Local-local and National-local

Poll 1

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#1 More Local Searches Via Web-enabled Content

#1 – More Local Searches Via Web-enabled Content

More time spent online than ever before• Increased consumer usage with phones and tablets

• Just more web-enabled devices overall (next generation gaming consoles, digital billboards, Google glass, etc.)

• Social media

More digital marketing• 1 in 4 ad dollars going to online channels now

#1 – More Local Searches Via Web-enabled Content

$$$$

#2 Content as the Next Frontier for Local Search Marketing

• Bow Truss Coffee Roasters

#2 – Content as the Next Frontier for Local Search Marketing

• Blogs• Answer questions from

your customers• Highlight benefits of your

products/services

• Contests

• eBooks

• Webinars

• Infographics

#2 – Content as the Next Frontier for Local Search Marketing

Content ideas

#3 Social Media at the Center of All Advertising Programs

• Drive Word of Mouth (WOM)• Historically the best form of

advertising• Facebook Graph Search• Not just Facebook: Pinterest,

Instagram and other social networks

• National-local: close the Search/Social loop

• Local-local: curated content feed

• Try paid social advertising to promote organic social content

#3 – Social Media at the Center of All Advertising Programs

• Reviews and recommendations now on steroids with social sharing

• Check out the section within the Kenshoo Guide to Local Search: How to Get Customers to Write Reviews

#3 – Social Media at the Center of All Advertising Programs

#4 The Era of Real-time Marketing

Reach consumers while they‘re in market (versus days, weeks, even hours later) via Retargeting

#4 – The Era of Real-time Marketing

Problem

Solution

Which products are popular? Which products are competitive?Which products are converting?

#4 – The Era of Real-time Marketing

#5 Don’t Just Survive the Mobile Wave, Surf It!

#5 – Don’t Just Survive the Mobile Wave, Surf It!

The first step is have a strong mobile presence

• 44% of phone owners and 50% of tablet owners are disappointed companies don't have an optimized site

• 38% of phone owners and 47% of tablet owners are disappointed when companies don't have a mobile app

• 38% of phone owners and 44% of tablet owners agree with the statement: "I am less likely to re-visit a brand’s site if it wasn't optimized for my mobile device the first time I visited it”Source: “Yahoo! Smart Mobile How mobility influences category shopping”

#5 – Don’t Just Survive the Mobile Wave, Surf It!

Local Search AssociationQuick Mobile Stats

December 6, 2013

• 79% of the US population will own and use a mobile phone in 2014

• 65% will be Smartphones

Local Search Association – Quick Mobile Stats

• 48% of all local searches will be on mobile

• 60% of 18-44 year old mobile phone users will access local content

• Smartphone users are 5.5x more likely to access local content

Sources: comScore MobiLens U.S, July 2013; eMarketer 2013


Local content will be accessed by Apps

*Local content defined as searching for information on maps, movies, business directories or restaurants. Source: comScore MobiLens (US Mobile Subscribers Age 13+) Jul’13 3 mo. Avg.

Local Content Access on Mobile Phones(in Millions)

56.666.7

17.0

99.0

45.5

Any Access Method

85.774.5

16.013.7

Browser

50.744.2

Application SMS

54.4

+24%

+28%+47%

+33%Jul-13Dec-12Dec-11


All categories will show growth

+14%+16%

+14%+13%

+16%

+15%

+19%+8%

+17%

Real Estate

2420

Biz Directories

3129

Traffic

3934

Classifieds

4135

Restaurant Info.

4035

Movie Info.

5044

Maps

85

73

Weather

110

94

Total Local

Content*

430373

Oct- 13Oct-12

Audi

ence

(MM

)

Local Content Categories Mobile Audience Size and Growth(in Millions)

Access methods include Browser, Application and SMSSource: comScore MobiLens U.S, October 2012 - 2013

* Local Content defined as Business Directories, Classifieds, Maps, Movie Information, Real Estate Listings, Restaurant Info, Traffic, and/or Weather category access


59% of smartphone owners’ purchase decisions are influenced by ads viewed on their device*

20% of all retail ecommerce sales will be from mobile ($57B)**

Sources: *Prosper Mobile Insigts, June 2013;**Emarketer 2013


Poll 2

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#6 The Rise of Vertical Specialists

#6 – The Rise of Vertical Specialists

35 Billion app downloads

• July 2009: 65,000 apps available• October 2013: 1,000,000+ apps available

At some point, every category will have a vertical leader that will be the starting point for local search

#6 – The Rise of Vertical Specialists

Do the research: Who are the vertical specialists in your category?

#7 Widening of the Map

Local search can create awareness of your business to out-of-area consumers

#7 – Widening of the Map

#7 – Widening of the Map

From Pargo

• 71% of consumers would go 5-10 minutes out of their way for a $5 rebate on a $50 product

• 87% would travel the extra distance for a $10 rebate

• 93% of consumers would travel 5-10 minutes out of their way for a $15 rebate

http://www.parago.com/marketing/pdfs/shopper-trend-report.pdf

#8 More Metadata for Listings and Directories

Which one are you?

#8 – More Metadata for Listings and Directories

Source: Thrive Analytics, 2013 Local Search & Advertising Study; Base: 2,004 adults (multiple responses allowed)

“When researching a local service online, what information is important to you?”

#8 – More Metadata for Listings and Directories

#9 Blurring of the Lines Between Online and Offline

#9 – Blurring of the Lines Between Online and Offline

• The rise of Loyalty Marketing drive new offline interaction

• 70% of mobile searchers reporting they click to call directly from the search results to connect with a business

• Retailers offer online purchase with in-store pickup in hopes of increasing the ticket before the consumer leaves

#9 – Blurring of the Lines Between Online and Offline

#10 Proximity Marketing

• Borrell estimates that $5.81 billion will be spent in the U.S. by 2015 on Mobile Proximity Marketing ($0.8 billion was spent in 2010)

• 70% of smartphone owners use location based apps (Pew Research)

#10 – Proximity Marketing

Geofencing

#10 – Proximity Marketing

Poll 3

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Closed-loop Targeting. Universal Integration. Dynamic Attribution. Predictive Analytics.

Infinite OptimizationTM

Kenshoo Delivers

Kenshoo Local. Market Locally. Manage Centrally

Scale Enablement: • Specialized features for the creation and

management of hundreds or thousands of small business search campaigns

Automated Management: • Tools to ensure campaigns hit specific

contract budgets and performance objectives.

Reporting: • Automated generation of simple,

intuitive reports for small business owners and internal stakeholders.

Kenshoo Local. Market Locally. Manage Centrally

Local Targeting: Local targeting options and extensions to improve CTR, conversions and overall campaign performance.

Call Conversion Optimization: Technology to identify which keywords drive the most phone calls and tools to increase call volume.

Business Listing Management: Integration with additional networks to create, manage and track business listings across Local networks

Q&A

Kenshoo.com/Local-Search-Guide

For more great Kenshoo research, please visit www.kenshoo.com