Post on 09-Feb-2017
Q1 LSA Member Webinar
Objectives:
• Discuss key metrics and developments
• Get your feedback/opinions
• Your ideas re future webinars:o Roundtables?
o Interviews?
o Discussions of particular companies/topics?
greg@theLSA.org
Upcoming LSA Webinars
• Rio SEO (May 5)
• Sweet IQ (May 26)
• Moz (June 16)
“Members Only”
Place Conference (9/21 -- Chicago)University of Chicago’s Gleacher Center
Placeconference.net
Beacons and beyondHow location analytics are transforming marketing
New opportunities with offline to online retargetingProximity marketing: what works and what’s a waste of time?
Will real-world analytics kill the click?In-store mobile engagement and why it’s not about coupons
VR/AR and the indoor experienceThe “Physical Web” and what it means for marketers
Place Conference (9/21 -- Chicago)Placeconference.net
Noteworthy Q1 Events• Mobile driving growth, PC flat/down
• Facebook Messenger Platform launch (“conversational commerce”)
• Google AMP launch
• Growing display ad crisis/rise of ad blocking
• Launch of Gear VR and Oculus
• AI/machine learning gains
• Google AlpaGo victory over Go Champ 4 - 1
• Offline analytics and “location optimization” gaining ground in enterprise
• Lots of beacon rollouts
Consumers
(all about mobile)
Source: SimilarWeb State of the Mobile Web Report (2016)
roughly 56% of consumer traffic to leading US websites now from mobile devices.
The Mobile Majority
Source: Movable US Consumer Device Preference Report (2/16)
• 68% opens mobile• 53% conversions PC
Most Emails Opened on Smartphones
Source: comScore February 2016
US Smartphone Penetration
Source: comScore February 2016
Millennials: Above 90%Smartphone Penetration by Age Category
Source: Gartner, IDC Q1 global PC sales/shipments estimates
Continuing Decline: Q1 Global Shipments
IDC
-11.5%
Gartner
-9.6%
Digital Media Time
Source: comScore February 2016
Share of Digital Media Time Spent by Platform
Source: Yahoo/Flurry (2016)
95% of mobile time spent in apps
Time Spent: Apps Dominant
Browser Audiences Larger
Source: Morgan Stanley using comScore data (Q4 2015)
“US mobile browser audiences are 2X larger than app audiences across the top 50 mobile web properties and have grown 1.2X faster over the past 3 years.”
App Time Very Concentrated
Source: comScore – 2015 U.S. Mobile App Report
• People typically engage with 25 apps per month
• 50% of all time spent on smartphone apps occurs on the individual’s single most used app
• Roughly 80% of smartphone app time is spent with users’ top three apps
Source: Bizrate US Point-of-Sale Network of 5,000+ retailers (4/16)
PCs Still Dominate E-Commerce
Source: Bizrate US Point-of-Sale Network of 5,000+ retailers (4/16)
72% of M-Commerce from iOS
“50% of consumers already using or planning to use mobile
payment services”
Mobile Payments Usage Growing
Source: Accenture “Screenager” study among 28,000 consumers in 28 countries (4/16)
Source: Google/Ipsos consumer survey data 2/16
82% of shoppers say they consult their phones on purchases they're about to make in a store
In-Store Mobile Usage
Local Search
(or “loco search”)
Source: Google, Bing statements 2016
Previous: 40%, 50%
Official: 30%
53% of Bing app search
Voice search: 40% local
Local % of mobile search
Local-Intent Search
Source: MindMeld consumer study 2016
60% started using w/in last 12 months
Voice Search Momentum
Source: statements made at LSA16 conference, SF, CA 3/16
Google director of engineering Chandu Thota said that mobile search is inherently local and that Google regards all mobile queries as potentially local
All Mobile Queries “Potentially Local”
Search Volumes on PC Flat
Source: comScore search query volume data, 2009 - 2016
Source: StatCounter, 2/16 (US mobile search market share)
US Mobile Search Share
“We’re announcing that beginning in May, we’ll start rolling out an update to mobile search results that increases the effect of the ranking signal to help our users find even more pages that are relevant and mobile-friendly.”
-Google webmaster blog 3/16/16
Mobile Friendly Ranking Boost
AMP Pages
• Went live in Feb.
• Primarily for publishers (today)
• Load faster/ranking boost
• No interstitials, no pop-ups
• Will they last?
App-Like Experience
… Or Ads (Organic MIA)
Source: Yahoo/Flurry (2016)
95% of mobile time spent in apps
Time Spent: Apps Dominant
Source: IDC survey of 750 US adults (18 to 44), 80% were smartphone owners (2016)
Only 36% of local searchers start with a “search engine”
Local Search Fragmentation
Complex Purchase Path
Source: IDC survey of 750 US adults (18 to 44), 80% were smartphone owners (2016)
65%Ratings/review site
61%Social network
59%Search engine
Source: LSA-Burke 2015 Local Media Tracking Study, n=8,000
Consumers who made phone call, store visit, visited website, emailed
Contacted/Bought from Local BizAfter Using
Cross-Platform World:Internet Lookups & Purchases
Source: Burke Local Media Tracking Study (3/16) based on full-year 2015 data
Source: Burke Local Media Tracking Study (3/16) based on full-year 2015 data
Consumer Views of Local Media
Most Trusted
1. Search Engine
2. Friends/Family
3. Company Website
Most Accurate
1. Search Engine
2. Company Website
3. Print Yellow Pages
Ready to Buy
1. Company Website
2. Search Engine
3. F/F = Ratings/Review Sites
Digital Ads
(triumph and crisis)
Digital to Become #1
US Ad spending in 2017
Source: eMarketer ad pending forecast March 2016
$72 billion
36% of total media spending in US 38.4% of total media spending
$77.4 billion
Local: Digital Exceeds Traditional
Source: Borrell Associates (2016)
Viewability Problems• 54% of online display ads are non-viewable
• Estimates argue only 8% of digital impressions are ever seen by a real person
Source: Third party study data compiled in Outdoor Advertising Association of America report (3/16)
Bot Fraud a Growing Problem
Source: Bot fraud study by Association of national Advertisers (1/16)
Source: Trusted Media Brands marketer survey (2016)
Moving away from Banners?
Why the clicks?
• Accidental — 60%
• Like the company, product or service promoted — 16%
• The ads are interesting — 13%
Source: Retale survey of 500 US adult smartphone owners (2/16)
Mobile Display Clicks Largely Accidental
Ad clickers’ “emotional reactions” to unintentional clicks:
• Annoyed — 68%
• Frustrated — 45%
• Angry — 22%
Source: 2016 Accenture Digital Consumer Survey
Consumers Frustrated by Ads
Ads Disruptive
Source: 2016 Accenture Digital Consumer Survey
Top Reasons for Ad-Blocking
Source: GlobalWebIndex Consumer Survey (Q1 2016)
Studies argue majority of 18 to 34 year olds now blocking ads either or PC or mobile or both
Ad Blocking Demographics
Source: Sourcepoint and comScore, “The State of Ad blocking” (Q4 2015)
Social Media (or Facebook)
Social networking accounts for one in every five minutes spent on the
internet.
Social Dominates Engagement
Source: comScore February 2016
Source: comScore February 2016
79% of Social Media Time Mobile
Source: comScore February 2016
Facebook Dominates
Snapchat’s Outlier Profile
Source: comScore February 2016
Source: SimilarWeb Global Search Marketing Report 2016
Search Still Rules Desktop TrafficSearch drives 10X more traffic on the PC vs. social
65%Ratings/review site
61%Social network
59%Search engine
Source: LSA-Burke 2015 Local Media Tracking Study, n=8,000
Consumers who made phone call, store visit, visited website, emailed
Contacted/Bought from Local BizAfter Using
• 3 million advertisers
• 70% outside US
• Most are SMBs
Roughly every 6 months Facebook adds roughly 500,000 new advertisers
Source: Facebook filings and public statements (2016)
If, hypothetically, 70% of Facebook’s US-based advertisers are SMBs, more than 600,000 SMBs in the US would be Facebook advertisers today
Q1 Facebook Advertiser Numbers
SMB Trends
(Those Wacky Locals)
• 80% on social media • 70% on Facebook
Page update frequency:
• Daily – 12%• Weekly – 20%• Monthly – 25% • Quarterly/less often – 43%
SMBs Embracing Social
Source: Thrive Analytics, “Local Pulse Survey” 2016, n=1,116 small businesses
19% of SMBs have paid for social media advertising
1. Social media2. Company website 3. Print yellow pages4. Online display5. Paid search6. Direct mail
7. Email8. IYP9. Event marketing10.Outdoor11. SEO12.Coupons
Source: Thrive Analytics, “Local Pulse Survey” 2016, n=1,116 small businesses
Perceptions of Effectiveness
1. Facebook/social media2. SEO3. Website development/e-commerce4. Listings management/content creation5. Paid search6. Everything else . . .
Source: Thrive Analytics, “Local Pulse Survey” 2016, n=1,116 small businesses
Where They Want Help
62013
7.82016
Average number of media types/channels used by SMBs to market themselves
Source: Thrive Analytics, “Local Pulse Survey” 2016, n=1,116 small businesses
Growing Complexity
A Total Mess
Source: Scott Brinker, ChiefMarTec 2016
Increase budget1. Mobile2. Online display3. Paid search4. Radio5. Online video
Decrease budget1. PYP/IYP2. Newspapers3. Coupons/deals4. Press
releases/direct mail
5. Blogging
Source: Thrive Analytics, “Local Pulse Survey” 2016, n=1,116 small businesses
Spending Allocations
What about social?
1. It’s “strategic”
2. Competitors are doing it
Only 6% cited ROI/measurability
Source: Thrive Analytics, “Local Pulse Survey” 2016, n=1,116 small businesses
Why Digital?
Who does your marketing?
Source: InfusionSoft 2016, n=1,000 small businesses
71% DIY
DIY Is Dominant
Source: Thrive Analytics, “Local Pulse Survey” 2016, n=1,116 small businesses
1. We ask customers how they found out about us (59%)
2. We try to determine where each lead came from (35%)
3. We monitor website anaytics (28%)4. We use coupons/promo codes (18%)5. We don’t track (16%)
74% not using any tools/tech to measure ROI
Calls, visits, appointments also “monitored”
How They Measure Performance
Are our marketing efforts effective?
Source: InfusionSoft 2016, n=1,000 small businesses
62% say “no” or “don’t know”
Most Uncertain
Messenger Platform
(or Botmania)
Messenger As Platform
900 million monthly active users
“Conversational Commerce”
Launch partners include Bank of America, Burger King, CNN, Expedia, Fandango, LivePerson, Salesforce, Shopify, StubHub, Thrillist and UNICEF