An integrated approach to local
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See all of those people staring into their screens looking for local products and services? Let's talk about how to be in front of the right people, in the right place, at the right time. We'll chat about integrating offline and online marketing tactics throughout your consumers' meandering journey. My deck from State of Search 2015.
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An integrated approach to local
- 1. An Integrated Approach to Local Gyi Tsakalakis @gyitsakalakis 1@GyiTsakalakis @DFWSEM #StateofSearch
- 3. 3 Awareness Research Decision Purchase Funneling!@GyiTsakalakis @DFWSEM #StateofSearch E. St. Elmo Lewis
- 4. $ 4 Blue Link www.yourwebpage.com Hopefully a compelling description. @GyiTsakalakis @DFWSEM #StateofSearch
- 7. 7@GyiTsakalakis @DFWSEM #StateofSearch 60% of the time, numbers work all of the time.
- 8. 8@GyiTsakalakis @DFWSEM #StateofSearch *Source: Google/Ipsos MediaCT/Purchased, Research: Understanding Consumers’ Local Search Behavior, May 2014. Respondents were screened on smartphone usage and purchase behavior.
- 16. 16 90% of all U.S. retail sales occur within physical stores. @GyiTsakalakis @DFWSEM #StateofSearch
- 17. 17 Google search interest in "near me" has increased 34X since 2011 and nearly doubled since last year. The vast majority come from mobile—80% in Q4 2014. @GyiTsakalakis @DFWSEM #StateofSearch
- 20. 20@GyiTsakalakis @DFWSEM #StateofSearch - Galadriel https://flic.kr/p/dGpBpb
- 24. 24@GyiTsakalakis @DFWSEM #StateofSearch Relationships 36.6% (+2.4 / -2.3) https://goo.gl/FcbpTO Web 16.5% (+1.9 / -1.8) Offline Advertising 5.6% (+1.2 / -1.0) Hired Same Lawyer Again 2.4% (+0.9 / -0.6) H/T: Mike Blumenthal
- 25. 25@GyiTsakalakis @DFWSEM #StateofSearch plus ça change, plus c'est la même chose - Jean-Baptiste Alphonse Karr https://goo.gl/uhs7oj
- 28. 28 "an approach to achieving the objectives of a marketing campaign through a well- coordinated use of different promotional methods that are intended to reinforce each other. " American Association of Advertising Agencies (also 4A's) in 1989, defining IMC as: @GyiTsakalakis @DFWSEM #StateofSearch
- 29. 29 2009: “Integrated marketing is the combination of marketing tactics to help deliver one marketing strategy and more quickly build know, like and trust.” – John Jantsch (@ducttape) @GyiTsakalakis @DFWSEM #StateofSearch http://goo.gl/lz3WL7
- 30. 30@GyiTsakalakis @DFWSEM #StateofSearch Mobile has changed what we expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent- driven micro-moments. 2015: Micro-Moments https://goo.gl/Ts49NV
- 31. 31@GyiTsakalakis @DFWSEM #StateofSearch http://goo.gl/JiY5bD Multi-Channel Attribution Modeling: The Good, Bad and Ugly Models
- 33. REMARKETING LISTS FOR SEARCH ADS Remarketing lists for search ads (RLSA) is a feature that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they're searching on Google. 33 https://support.google.com/adwords/answer/2701222 @GyiTsakalakis @DFWSEM #StateofSearch
- 34. CUSTOM AUDIENCES Custom Audiences let you reach customers you already know with ads on Facebook. You can upload a list of email addresses or phone numbers of at least 20 people and we'll deliver your ad to those people if they're on Facebook. You can also build audiences from the people that visit your website or from people who use your mobile app. 34 https://www.facebook.com/business/help/341425252616329 @GyiTsakalakis @DFWSEM #StateofSearch
- 35. CUSTOMER MATCH Customer Match lets you upload a list of email addresses that your customers have given you, and, when they're signed into Google Search, YouTube, or Gmail, you can show them ads. This article explains the steps you need to follow to create and manage your lists, along with the requirements. 35@GyiTsakalakis @DFWSEM #StateofSearch https://support.google.com/adwords/answer/6276125
- 41. 41@GyiTsakalakis @DFWSEM #StateofSearch What, you all don’t know about beacons?
- 43. 43@GyiTsakalakis @DFWSEM #StateofSearch Integrate your budgets. Owned Earned Paid
- 44. 44 Print TV EMAIL SEM Social Strategy Integrate your team. @GyiTsakalakis @DFWSEM #StateofSearch
- 45. 45@GyiTsakalakis @DFWSEM #StateofSearch Thank You Questions?
Editor's Notes
- Goals: 1. Fun 2. Bend the spoon – Conceptual changes 3. Time for some action – Tactics / Examples 4. Questions?
- We get stuck in the funnel mindset with our campaigns.
- When it happens, it’s good. But…
- It doesn’t happen like that… Consumer journeys don’t fit into our nice clean funnels.
- I amar prestar aen - The world is changed.
- The more things change, the more they stay the same.
- Mobile has forever changed the way we live, and it’s forever changed what we expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is a critical opportunity for brands to shape our decisions and preferences.