The Future of Local Advertising in a Mobile First World.
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The document discusses local advertising options for businesses in a mobile-first world. It outlines various mobile advertising approaches like Google local ads, mobile ad networks, discovery apps, review sites, branded apps, SMS/geo-fencing, and social media. For each approach, it describes the process and estimated costs, which range from free for social media to $5,000 per month for Google local ads. The goal is to attract local customers by meeting consumers' needs for impulse, promotions, speed, value, loyalty and making purchase decisions.
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The Future of Local Advertising in a Mobile First World.
- 1. The Future of Local Advertising... ...in a Mobile First World. @bubblefinder Presentation at #Dx32013 Saturday, March 16, 2013
- 2. Local Advertising is Everywhere. Saturday, March 16, 2013
- 3. BILLBOARDS TWITTER T.V. GROUPON RADIO INTERNET DIRECT MAIL Local Advertising is Everywhere. MOBILE EMAIL POSTERS SIGNAGE GOOGLE FACEBOOK YOUTUBE COUPONS LINKEDIN Saturday, March 16, 2013
- 4. People can’t remember all the marketing all the time. Saturday, March 16, 2013
- 5. So they tune it out. Saturday, March 16, 2013
- 6. Path-to-purchase is based on a few key needs. Saturday, March 16, 2013
- 7. Path-to-purchase is based on a few key needs. IMPULSE / CRAVING Saturday, March 16, 2013
- 8. Path-to-purchase is based on a few key needs. IMPULSE / TRY NEW / CRAVING PROMOTION Saturday, March 16, 2013
- 9. Path-to-purchase is based on a few key needs. IMPULSE / TRY NEW / SPEED / CRAVING PROMOTION CONVENIENCE Saturday, March 16, 2013
- 10. Path-to-purchase is based on a few key needs. IMPULSE / TRY NEW / SPEED / VALUE / CRAVING PROMOTION CONVENIENCE COUPON DEAL Saturday, March 16, 2013
- 11. Path-to-purchase is based on a few key needs. IMPULSE / TRY NEW / SPEED / VALUE / LOYALTY / CRAVING PROMOTION CONVENIENCE COUPON DEAL PREFERENCE Saturday, March 16, 2013
- 12. But making purchase decisions is not always easy. Saturday, March 16, 2013
- 13. Undecided consumers need help to make a decision. Saturday, March 16, 2013
- 14. To help me decide, I can... “Surveys by Google have found that 95 percent of consumers use their phones to make local decisions such as where to eat, and 90 percent of those users took action within 24 hours on the basis of those searches.” - Jay Akkad, product manager for mobile local ads at Google. Saturday, March 16, 2013
- 15. To help me decide, I can... LOOK OR WALK AROUND “Surveys by Google have found that 95 percent of consumers use their phones to make local decisions such as where to eat, and 90 percent of those users took action within 24 hours on the basis of those searches.” - Jay Akkad, product manager for mobile local ads at Google. Saturday, March 16, 2013
- 16. To help me decide, I can... SEARCH LOOK OR WALK GOOGLE AND AROUND REVIEW SITES “Surveys by Google have found that 95 percent of consumers use their phones to make local decisions such as where to eat, and 90 percent of those users took action within 24 hours on the basis of those searches.” - Jay Akkad, product manager for mobile local ads at Google. Saturday, March 16, 2013
- 17. To help me decide, I can... SEARCH LOOK OR WALK LAUNCH A GOOGLE AND AROUND DISCOVERY APP REVIEW SITES “Surveys by Google have found that 95 percent of consumers use their phones to make local decisions such as where to eat, and 90 percent of those users took action within 24 hours on the basis of those searches.” - Jay Akkad, product manager for mobile local ads at Google. Saturday, March 16, 2013
- 18. To help me decide, I can... SEARCH LEVERAGE LOOK OR WALK LAUNCH A GOOGLE AND LOCAL AREA AROUND DISCOVERY APP REVIEW SITES KNOWLEDGE “Surveys by Google have found that 95 percent of consumers use their phones to make local decisions such as where to eat, and 90 percent of those users took action within 24 hours on the basis of those searches.” - Jay Akkad, product manager for mobile local ads at Google. Saturday, March 16, 2013
- 19. To help me decide, I can... SEARCH LEVERAGE BASE IT ON LOOK OR WALK LAUNCH A GOOGLE AND LOCAL AREA PREVIOUS AROUND DISCOVERY APP REVIEW SITES KNOWLEDGE EXPERIENCE “Surveys by Google have found that 95 percent of consumers use their phones to make local decisions such as where to eat, and 90 percent of those users took action within 24 hours on the basis of those searches.” - Jay Akkad, product manager for mobile local ads at Google. Saturday, March 16, 2013
- 20. So how can we market to the undecided consumer? Saturday, March 16, 2013
- 21. Let’s look at this from a business perspective. Saturday, March 16, 2013
- 22. I want to attract more LOCAL customers. Saturday, March 16, 2013
- 23. Local (Mobile) Advertising Options for Businesses... Saturday, March 16, 2013
- 24. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 25. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 26. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 27. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 28. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 29. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 30. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 31. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 32. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 33. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 34. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 35. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 36. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 37. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 38. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 39. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 40. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 41. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 42. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 43. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 44. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013
- 45. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Other Non-Mobile Options: Direct Mail, Flyer, TV, Radio, Email, Billboards, etc. Saturday, March 16, 2013
- 46. Umm, local (mobile) advertising is not easy! Saturday, March 16, 2013
- 47. And with some digital advertising options Such as Google SEO + Facebook EdgeRank... Saturday, March 16, 2013
- 48. We’re at the mercy of an algorithm. Saturday, March 16, 2013
- 49. But in a Mobile First World... Saturday, March 16, 2013
- 50. YOU are the algorithm. Saturday, March 16, 2013
- 51. And for the first time... Businesses Consumers LEVEL PLAYING FIELD Saturday, March 16, 2013
- 52. Location, location, location! Saturday, March 16, 2013
- 53. Have you heard of the mobile revolution? Saturday, March 16, 2013
- 54. Out of the 5 billion mobile phones in the world, 1.08 billion are smartphones. 9 out 10 smartphone users use their device on a daily basis (I think it’s 10/10!). Shoppers with multiple devices averaged nearly 30 local searches per week. Saturday, March 16, 2013
- 55. But is this what we’re calling the mobile revolution? Saturday, March 16, 2013
- 56. Mobile is not about search, it’s about discovery. Saturday, March 16, 2013
- 57. Mobile is not about planning, it’s about immediacy. Saturday, March 16, 2013
- 58. No one has found the recipe for mobile marketing. Saturday, March 16, 2013
- 59. Until today... Saturday, March 16, 2013
- 60. Saturday, March 16, 2013
- 61. WE’RE PUTTING ALL THE LATEST PROMOTIONS... ...AT YOUR FINGERTIPS Saturday, March 16, 2013
- 62. One location at a time. Saturday, March 16, 2013
- 63. In 3 simple words... Saturday, March 16, 2013
- 64. Saturday, March 16, 2013
- 65. MANAGE. MARKET. MONITOR. Saturday, March 16, 2013
- 66. Manage: Location(s) All Your Location Details in One Spot Edit/Update Whenever You Want! With LOCAL Social Media integrations Saturday, March 16, 2013
- 67. Market: Campaigns Upload Full-Screen, Rich Mobile Ads With Interactive Buttons + Videos Advanced Local Targeting Options! Saturday, March 16, 2013
- 68. Monitor: Feedback Collect Private Customer Feedback Reply to Customers via the Platform Track Survey Satisfaction Results! Saturday, March 16, 2013
- 69. Smart. Fast. Easy. Saturday, March 16, 2013
- 70. The mobile revolution starts today. Saturday, March 16, 2013
- 71. 3 Strategies for a Mobile First World. Saturday, March 16, 2013
- 72. 1. Leave everything about the web behind. Saturday, March 16, 2013
- 73. 2. Prepare your business for mobile. Saturday, March 16, 2013
- 74. 3. Give local advertising a mobile focus. Saturday, March 16, 2013
- 75. THANK YOU! @bubblefinder bubblefinder.com Ask for a demo! Saturday, March 16, 2013