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Our services span across all digital marketing channels, a truly holistic digital performance marketing offering.

Paid Search Natural Search

Paid Social PerformanceDisplay

IntelligentContent

Data & Analytics

Conversion Optimisation

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Local SEOWhy is it important ?

● Local customers rely on the internet to find information about your business.

● 88% of local consumers trust online business reviews.

● 87% of people who search for a local business will call or go to that type of local business within 24 hours.

Local SEOThe Ranking Factors

Authority(Reviews, citations)

Relevancy(Keywords, category)

Proximityfrom searcher

● Google My Business is a FREE listing that Google makes available for all businesses.

● Getting listed and optimising your Google My Business page can help increase your chances of showing up high in local search results on Google.

● Only 44% of businesses have claimed their Google My Business local listing

Local SEOExample

Local SEOWhat should local retailers do ?

1. Setup your Google My Business page.

2. Optimise all of your landing pages with local keywords.

3. Ensure your NAP (name, address, phone) remain consistent across the web.

4. Generate genuine customer reviews on Google, Yelp and Facebook

5. Focus on localized linkbuilding.

Mobile Experience

Mobile ExperienceWhat is it?

● Mobile has fundamentally changed brand and store discovery.

● Mobile is now part of every consumer journey, it is not only important to have mobile optimised assets but a mobile-first thinking.

● Mobile offers incredible opportunities to reach consumers on the go, while better understanding their context and intent.

Mobile ExperienceWhy is it important?

● Mobile users has surpassed the number of desktop users… 3 years ago.

● 50% of smartphone users use a map app in order to find a business location.

● Online Experience: 80% of users will bounce if your website is not displayed after 3 seconds.

● In-store experience : 82% of shoppers say they consult their phones on purchases they’re about to make in a store.

Mobile Experience Example

Mobile Experience: Test your site

testmysite.thinkwithgoogle.com

Mobile ExperienceWhat should local retailers do?

● Reach the right consumer on the go with mobile preferred ads and targeting: bid more aggressively on people physically near your stores and measure actual visits.

● Provide elevated experiences: review all assets to ensure the very best consumer experience is being delivered on mobile.

● Get up to speed : respect the consumer’s time by making sure your website loads fast + rankings bonus !

Leveragingdigital Co-Op

marketing

SECTION 2

Co-Op definition

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Co-op is the agreement between two entities to share the costs of advertising or to share advertising exposure for the

purpose of mutual gain

“ “

How a manufacturer like Beaulieu can work with retailers for a digital Co-Op program

Large-sized retailer setup :Retailers operate the co-op program

and brands support it

Small-sized retailer setup :Manufacturers operate the co-op program

and retailers support it

Our experience in Co-Op Marketing

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Budget: Paid by Samsung brand budgetTraffic: Directed to Samsung.comTargeting: NationalAudience: ConsumersKPI’s: Reach and AwarenessActivation: Activated by Samsung

Budget: Paid by Samsung Co-Op budgetTraffic: Directed to BestBuy.com/Samsung and storeTargeting: LocalAudience: ShoppersKPI’s: Site Traffic, Store Visits and Sales Activation: Activated by Best Buy

Co-Op definition : Branding Ad vs Co-Op Ad

Samsung & Best Buy Co-Op AdSamsung Branding Ad VS

Manufacturer run program How does it typically work?

Manufacturer runsThe Co-op Program and spends Co-Op budget on the behalf of the retailer

Manufacturer creates (with iProspect) a Co-Op program made up of different packages to meet the needs of different sizes of retailers

Retailer chooses the most appropriate package for their need and gives Co-Op budget to the manufacturer

Manufacturer shares sales data and digital KPI’s

with retailer

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Manufacturer driven programHow does it look in paid search?

Example: Beaulieu (Manufacturer) + Eglinton Carpets (Retailer)

Eglington Carpets pays for the Search

Ads

Beaulieu activate and manage the Search Ads

hardwood flooring

Increase local digital footprint and share of voice in key digital media channels.

Reasons for retailers to partake in a Co-Op program

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Drive additional sales and business.2

Gain greater insight into consumer buying behaviours for specific products.3

Maximise brand presence across all retailers

Reasons for a manufacturer (like Beaulieu) to partake in a Co-Op program

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Avoid cannibalization with retail partners in search 2

Strengthen commercial partnerships with retailers3

Control brand messaging4

Running a Co-op program with iProspect

In partnership with Google, we have developed best-in-class Co-op business practices and proprietary ad tech to automate and streamline account segmentation, reporting, attribution, and management of a large number of media funded campaigns.

The full value of digital

SECTION 3

The full value of digital marketing: digital not only happens online

Digital investment

$1

Online conversion

Your attribution model stops here Offline

sales

New customers

Branding

Total value of digital

The 3 keys to measuring the impact of online campaigns on global business performance

A unique view of the consumer

A complete measure of the impact of digital channels

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Omni-channel KPIs

A Unique View of the Consumer

Key #1

The consumer journey is now a multi-channel and multi-device journey, and it is important to reach those consumers throughout their journey at the right moment.

Multi-device: an emerging retail reality

Optimize your online strategy given your offline initiatives (omni-channel) and vice versa

67% of consumers use 3+

channels when shopping

consumers who use 3+ channels spend

+29% more than those who use 1 channel

Source: Google Insights, 2016

Synchronize your data across digital channels

Example: Multi-device conversion rate from Google Analytics

Omni-channel KPIs

Key #2

Have non-digital specific KPIs aligned with business performance

Sales ($)

Return on ad spend (ROAS)

Profits

Customer lifetime value (LTV)

A complete measure of the impact of digital channels

Key #3

Implement tools to measure impact of all aspects, beyond just digital conversion

Digital investment

1$

Online Conversion

Your attribution model stops here

Total value of digitalOffline

sales

New customers

BrandingHow to measure this part?

Example: Store visit conversion metric from Google Adwords

Use the Store visit conversion metric from Google Adwords to measure the impact of your online ads on your offline sales

The consumer clicks on the Adwords ad on their computer, mobile or

tablet

The consumer visits the store within 30

days

A ‘store visit’ conversion is

reported

What is the impact for advertisers?

Canadian advertisers using this function saw:

more in-store visits than online

conversion

3X 4Xmore in-store visits

via mobile

Drive-to-store campaign with a non e-commerce brick and mortar retailer

41% of people who clicked on a mobile ad visited a store

41%

$53 ROAS

6.4X

Every dollar invested in Paid Search generated $53 in-store.

6.4X more in-store visits generated by the same campaign following its optimization

Conclusion

Elevate your digital marketing levers, especially in local and mobile experience.

Enroll in Co-Op programs to make the most of your digital marketing investments.

Implement frameworks and tools to be able tomeasure the true impact of digital marketing.

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Questions ?

iprospect.com/YHS

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