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How To Engage The Local, Social & Mobile
Customer Of The Future
CONFIDENTIAL MATERIAL
Chris Pinkerton@chrispinkertonDirector US Market & Key Account Strategist
#Dx32015
Clients trust our digital marketing services because we intercept customers at critical moments
in their shopping journeys in order to capture meaningful information and translate it into
relevant, convincing, purchase-boosting advertising.
MEDIATIVE HELPS BUSINESSES REACT TO WHAT
SHOPPERS ARE LOOKING FOR, ONLINE AND OFF
WE GET SHOPPERS
@chrispinkerton @Mediative #Dx32015
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@chrispinkerton @Mediative #Dx32015
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OUR RESEARCH INTO DIGITAL BEHAVIOUR
2004
2005
2006
2007
2008
2010
2009
2012
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Inside The Mind
of The Searcher
Search Engine
Usage Research
Golden
Triangle
Major SERPs
User
Behaviour
Organic vs.
Paid Brand
Lift Study
Barriers On
a WebsiteMapping the
BuyerSphere
Instant
Results
Google Places
Desktop &
Mobile
PPC &
Display
User
Purchase
Behaviour
Branching Out From
Search Research
2014
SERP
Updated
Study
@chrispinkerton @Mediative #Dx32015
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MindfulVs
Mindless
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@chrispinkerton @Mediative #Dx32015
You can see 6 different cards.
Select just one
Remember it
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@chrispinkerton @Mediative #Dx32015
Now look straight into my eyes
and think of your card….
\
\
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@chrispinkerton @Mediative #Dx32015
Look closely….
Your card is gone!\
\
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MindlessHabitual Behaviour Enables Mindlessness
A desire for the fastest path to content
paves the way for marketers.
@chrispinkerton @Mediative #Dx32015
Desire Path –The ‘ I Just Want to Get Something Done’ Signal
Best In Class Digital Companies
Facilitate Consumers Natural Behaviour
The Changing Search Landscape – Local Matters
Source: Forrester Research
1 in 5 desktop searches are related to location
42%in-store sales are influenced by local online research.
50%of mobile searches have a local intent.
@chrispinkerton @Mediative #Dx32015
Mobile will Transform your entire Business -- Not Just your Digital BusinessMobile has the potential to transform every aspect of your business, from sales and marketing to your workforce and internal
processes. 2015 is the year that companies will lay the foundation for this evolution.
Forrester Research, Mobile Study 2014
@chrispinkerton @Mediative #Dx32015
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MOBILE ISN’T THE SAME
AS DESKTOP BECAUSE OF
MOVEMENT
Behaviour Drives Search Volume
83% rely on
trusted places like
user ratings or
product review sites
+197%Local Searches
+94%Reviews
+246%Coupons
@chrispinkerton @Mediative #Dx32015
Source:15Miles.com
85%Of all purchases are made within24 km’s of consumers homes or
destination
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Consumer Purchase Radius
Source: 5th Annual Local Search Usage Studyprepared by comScore.
72%Consumers will use a merchant if
recommended by a social connection
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Social Influence
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70-75% OfSearchers Click Here
(Organic & Local Search)
15-20% Of Searchers Click Here
(Paid Search)
5-10% Of Searchers Click Here
(Paid Search)
@chrispinkerton @Mediative #Dx32015
Source: Mediative SERP Study 2014
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New Research: The Next Generation Golden TriangleHow Searcher Behavior Changes & Evolves
Circa 2006 2014
@chrispinkerton @Mediative #Dx32015
Download full study http://www.mediative.com/SERP
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Evolution Of The Search Space
@chrispinkerton @Mediative #Dx32015
Source: Mediative SERP Study 2014
Where Is Search Going?
On The Go Relevancy – Tying in location and social connections to drive increased relevancy in results
Query Anticipation – what if Google knows that 25% of people who searched for the “Eiffel Tower” next ask for the height of the tower?
Rewarding Authority and Trust – high quality content that is an authority and builds trust (links, socially) will perform better.
Voice Search – you can speak into Google and get results returned. Look for the microphone.
Key Takeaway:
1. Fresh and relevant content development is important for ranking and positioning of future features
2. Location and social integration is necessary to evolve with your audience’s digital behavior
@chrispinkerton @Mediative #Dx32015
GM Turning Its Cars Into Local Search EnginesLaunched: Jan 10th, 2015
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Digital coupon providers RetailMeNot and Entertainment Book will supply retail and shopping coupons. Parkopedia will serve data for parking nationwide. Priceline will provide hotel bookings.
@chrispinkerton @Mediative #Dx32015
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On The Go Behavior Influencing Rankings
@chrispinkerton @Mediative #Dx32015
Source: Moz 2014
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Case Study – Location Based Audience Engagement
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Emulate Brick & Mortar Footprint Digitally
1. Ensure Accuracy of NAP (Name Address Phone)2. Expand & Build Social Local Locations3. Tie Optimized Core Pages to Social Pages4. Managed Local Engagement5. Content Development Strategies @ Local Level
@chrispinkerton @Mediative #Dx32015
Search LandscapeEvolving the business to the digital landscape is critical to mid & long term business growth
@chrispinkerton @Mediative #Dx32015
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Denver International Airport Location
AVIS GOOGLE PAGE
Next Steps: Update Hours-of-Operation
Strategy In Action
57% Increase in Location Page Traffic YoY
Random sample of 10 location pages over an 8 week period in 2013 vs 2014
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Los Angeles International Airport
AVIS FACEBOOK PAGE
Driving Revenue Through New SourcesIn the First 45 Days of launch…..
• Facebook brought 1,578 visits to Avis.com
• Of which 42 converted into car rentals • Social is now driving ROI• Enabling natural audience behaviour +
social influence
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@chrispinkerton @Mediative #Dx32015
Social & Local Integration Drives Engagement
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"This heightened level of engagement allows us to obtain real-time feedback and insights on our products and services while driving greater loyalty and share of wallet.”
Jeanine Haas, CMO
"This initiative leverages this increasing trend and helps our customers find our locations more quickly and accurately — another way we put the customer first.”
Neal Zamore, VP Consumer Marketing
The initiative, the first of this magnitude in the car rental industry, opens the lines of communication with customers on a local level.
@chrispinkerton @Mediative #Dx32015
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Developing A Digital Strategy
To Engage Your Future Customer
Digital Market Opportunity
Customer Experience
Analysis
Benchmarking and
Competitive Analysis
Digital Marketing Playbook
Who are our potential customers?
Where are our potential customers?
What are they looking for?
Why are they looking for us? What is their experience like right
now?
How are we going to improve our digital
marketing? What are our priorities?
What is our current level of digital
effectiveness. How does that compare to
our competitors?
@chrispinkerton @Mediative #Dx32015
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Over 400 Digital Marketing Resources Available for Download
mediative.com/resources
Thank you
Chris [email protected]@mediative.com
Presentation Available:pages.mediative.com/DX3
#Dx32015