How to Engage the Local, Social and Mobile Customer of the Future
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The document discusses strategies for engaging future customers through digital marketing, focusing on local, social, and mobile interactions. It highlights the shifting landscape of online consumer behavior, particularly the importance of location-based searches and the integration of social influence in driving purchases. The content emphasizes the necessity for businesses to adapt their digital strategies to meet evolving customer expectations and behaviors in a mobile-first environment.
How to Engage the Local, Social and Mobile Customer of the Future
- 1. How To Engage The Local, Social & Mobile Customer Of The Future CONFIDENTIAL MATERIAL Chris Pinkerton @chrispinkerton Director US Market & Key Account Strategist #Dx32015
- 2. 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
- 4. 4 OUR RESEARCH INTO DIGITAL BEHAVIOUR 2004 2005 2006 2007 2008 2010 2009 2012 2011 Inside The Mind of The Searcher Search Engine Usage Research Google Golden Triangle Major SERPs User Behaviour Organic vs. Paid Brand Lift Study Barriers On a Website Mapping the BuyerSphere Google Instant Results Google Places Desktop & Mobile PPC & Display User Purchase Behaviour Branching Out From Search Research 2014 Google SERP Updated Study @chrispinkerton @Mediative #Dx32015
- 6. 6 @chrispinkerton @Mediative #Dx32015 You can see 6 different cards. Select just one Remember it
- 7. 7 @chrispinkerton @Mediative #Dx32015 Now look straight into my eyes and think of your card….
- 8. 8 @chrispinkerton @Mediative #Dx32015 Look closely…. Your card is gone!
- 9. 9 MindlessHabitual Behaviour Enables Mindlessness A desire for the fastest path to content paves the way for marketers. @chrispinkerton @Mediative #Dx32015
- 10. Desire Path – The ‘ I Just Want to Get Something Done’ Signal Best In Class Digital Companies Facilitate Consumers Natural Behaviour
- 11. 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
- 12. Mobile will Transform your entire Business -- Not Just your Digital Business Mobile 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
- 13. 13 MOBILE ISN’T THE SAME AS DESKTOP BECAUSE OF MOVEMENT
- 14. 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
- 15. Source:15Miles.com 85% Of all purchases are made within 24 km’s of consumers homes or destination 1 5 @chrispinkerton @Mediative #Dx32015 Consumer Purchase Radius
- 16. Source: 5th Annual Local Search Usage Study prepared by comScore. 72% Consumers will use a merchant if recommended by a social connection 1 6 @chrispinkerton @Mediative #Dx32015 Social Influence
- 17. 17 70-75% Of Searchers 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
- 18. 18 New Research: The Next Generation Golden Triangle How Searcher Behavior Changes & Evolves Circa 2006 2014 @chrispinkerton @Mediative #Dx32015 Download full study http://www.mediative.com/SERP
- 19. 19 Evolution Of The Search Space @chrispinkerton @Mediative #Dx32015 Source: Mediative SERP Study 2014
- 20. 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
- 21. GM Turning Its Cars Into Local Search Engines Launched: Jan 10th, 2015 2 1 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
- 22. 22 On The Go Behavior Influencing Rankings @chrispinkerton @Mediative #Dx32015 Source: Moz 2014
- 23. 23 Case Study – Location Based Audience Engagement @chrispinkerton @Mediative #Dx32015
- 24. 24 Emulate Brick & Mortar Footprint Digitally 1. Ensure Accuracy of NAP (Name Address Phone) 2. Expand & Build Social Local Locations 3. Tie Optimized Core Pages to Social Pages 4. Managed Local Engagement 5. Content Development Strategies @ Local Level @chrispinkerton @Mediative #Dx32015
- 25. Search Landscape Evolving the business to the digital landscape is critical to mid & long term business growth @chrispinkerton @Mediative #Dx32015
- 26. 26 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
- 27. 27 Los Angeles International Airport AVIS FACEBOOK PAGE Driving Revenue Through New Sources In 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
- 28. 28 @chrispinkerton @Mediative #Dx32015 Social & Local Integration Drives Engagement
- 29. 29 "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
- 30. 30 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
- 31. 31 Over 400 Digital Marketing Resources Available for Download mediative.com/resources Thank you Chris Pinkerton @chrispinkerton [email protected] Presentation Available: pages.mediative.com/DX3 #Dx32015
Editor's Notes
- #3: We Get Shoppers in Two Ways Acquisition Understanding Their Digital Behavior Today we are going to explore the latter – Because a strategy build on a foundation of understanding behaviour will stand the test of time. Technology does not change peoples behaviour, it enables what they naturally wanted to do.
- #4: This is Ian – a Neuroscientist with a passion for digital marketing. In this lab we have conducted studies in Canada, US, Europe, China, Australia etc. We’ve conducted commissioned studues for Google, Yahoo, BING, Yahoo China, Google UK Developed a deep understanding of search and web behaviour.
- #5: Our foundation was build in understanding search engine behaviour – now spans with the evolving consumer Today – its mobile, social, local
- #6: One key understanding – No Matter What We are Doing, we are doing either mindfully or mindlessly. Ellen Langer, Harvard Professor – 30 years studying these two states of mind. As marketers - we are in many cases overly academic in our approach. Because we have so much access to data we tend to build our campaigns and content thinking our audience is very mindful in their actions and intents.
- #7: In understanding behavior of your audience you need to understand how they navigate and think.
- #11: Desire paths– identify the users/tasks who “just want to get something done” and enable that. Where to Buy is probably the most important thing for many business units – you’re facilitating the transaction process.
- #12: The two worlds colliding and the momentum of social sites to facilitate a more value based experience to their audience It begs the question – how are we doing today and why aren’t we naturally good at local. Why is Local our priority.
- #14: Technology does not change behavior it enables it.