Post on 12-Apr-2017
Date:07/26/2015
Speaker:Ben Tyson & Jeff Biesman
Building a Successful Digital Marketing Strategy
Google Confidential and Proprietary
Intro
Background
Ben Tyson10 years in Online industry with Google, Hearst Media, and SuperMedia.
Joined Google in 2013 to focus on training for Strategic Partnerships for Small-Medium Business/Local Channel.
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Google Confidential and Proprietary
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Jeff Biesman22 years of total marketing experience.
Former President & CMO in small business ecommerce verticals. Joined YP in 2014 as Vice President of Marketing for the local business channel.
Background
Intro
Google Confidential and Proprietary
1954: Roger Bannister and the 4-Minute Mile
Google Confidential and Proprietary 4
Google confidential | Do not distribute
Agenda
The Digital Challenge
Understanding Today’s Customer
Where Do You Start
DIY vs. Provider/Investment
Google confidential | Do not distribute
Agenda
The Digital Challenge
Understanding Today’s Customer
Where Do You Start
DIY vs. Provider/Investment
YP Proprietary Information (Internal Use Only): ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Google confidential | Do not distribute
Agenda
The Digital Challenge
Understanding Today’s Customer
Where Do You Start
DIY vs. Provider/Investment
Google Confidential and ProprietarySource: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014
Google Confidential and Proprietary
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Google Confidential and Proprietary
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Google Confidential and Proprietary
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Mobile
Google Analytics aggregated data, 2014-2015 for April 1-14, US
20%increase in mobile's share
of online sessions
29%increase in mobile conversion rates
18%decrease in time
spent per visit
I-WANT-TO-GO
MOMENTS
of mobile users turn to a search engine when looking for a local
business
increase in“near-me” search interest
The Consumer Barometer Survey 2014/2015, US, n=1,000, based on internet usersGoogle Trends March 2015 vs Mar 2014
82%
2x
MOBILE USERS EXHIBIT STRONG BUYING INTENT
have searched for local information
of these people act within 24 hours
90%
97%
IN FACT…
• 56% of mobile searchers call a business
• 54% of mobile searchers make a purchase
• 51% of mobile searchers visit a store
• 59% of mobile searchers visit a retailer website
• 59% of mobile searchers share information
• 61% of mobile searchers continue researching
Source: Google/Nielsen Life360 Mobile Search Moments, Q4 2012.
The Mobile Power Hour: Within 60 minutes of searching
Mobile Users Respond to Advertising
Structuring An Account For Success
Buy festival tote for Coachella next weekend11:15pm
On the bus, read about Coachella lineup8:42am
Use flashlight app to find dropped earring11:09pm
At bus stop, listen to new music playlist 8:30am At work, book
Coachella tickets11:36amOn bus, check email
for sales this weekend5:29pm
Browse festival styles on YouTube7:15pm
Wake up and check today’s weather6:50am
At lunch, play Scrabble while waiting in line1:33pm
Use maps to get directions to Creole food truck 1:13pm150X
per day
They Are Habitual
**
Mobile: a way of life for consumers
Source: http://www.securenvoy.com/blog/2012/02/16/66-of-the-population-suffer-from-nomophobia-the-fear-of-being-without-their-phone/
7:15am Find open coffee bar
7:53am Watch how-to fix bathroom video
8:59am Directions to Home Depot
10:07am Read about best running shoes
1:23pm Watch video on marathon
5:38pm Look up flights to
Stockholm
Micro-moments
Google Confidential and Propriety
Micro-moments have changed the consumer journey
Immediacy of action
Acting on any stimulus, whenever we’re
motivated to
High expectations
for relevance and for frictionless experiences
Unscripted decisionsMore loyalty to the
need in the moment vs. a brand
Google confidential | Do not distribute
Agenda
The Digital Challenge
Understanding Today’s Customer
Where Do You Start
DIY vs. Provider/Investment
Google confidential | Do not distribute
©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Charlotte’s Consumer – SMB Digital Divide
YP Proprietary Information (Internal Use Only): ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
A Mobile Responsive Site will Support Your Success
57% of users say they will not recommend a business with a poorly designed mobile site 1
57%
Source:1 “WhatUsers Want from Mobile,” Compuware, 2011.2 Google Webmaster Central Blog, http://googlewebmastercentral.blogspot.com/2015/02/
finding-more-mobile-friendly-search.html©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies.All other marks contained herein are the property of their respective owners.
Beginning April 21st, Google changed their algorithm to expand their use of mobile-friendliness as a ranking signal in mobile search results 2
YP Proprietary Information (Internal Use Only): ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
YP Proprietary Information (Internal Use Only): ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Google confidential | Do not distribute
Agenda
The Digital Challenge
Understanding Today’s Customer
Where Do You Start
DIY vs. Provider/Investment
Search
Video
Mobile
Offers
Local
Site
Display300 x 250
How to Manage Effectively at Scale?
Social
KNOWLEDGE
Google Channel Sales Team
Requires proven performance at the highest level
Gannett: 1 of 21 Google Premier SMB Partners
Benefits include:
▪ Dedicated account management by Google
▪ Ability to beta test new products and features
▪ In-depth data and analytics provided by Google
Google Confidential and Proprietary
Why are partners the way to go?
BIA Kelsey
Partners help SMBs for many reasons for lack of engagement, including confusion and lack of time.
What SMBs Want:• Human interaction• Simple ad product• Clear value proposition for online fund shift• Advertising solutions customers want• Brand, quality, reach and results• Experts in search and digital advertising solutions• End to end solution covering all online marketing channels
Google Confidential and Proprietary
Where Should I Invest Online?
Search31.5%
Video Display12.6%
Other Display
9.3%
Classified/ Verticals
46.6%
Search28.5%
Video Display24.5%
Other Display
4.4%
Classified/ Verticals
42.6%
2015 Ad Spending Share by MediaTotal: $23.52 Billion
2019 Ad Spending Share by MediaTotal: $30.11 Billion
Google Confidential and Proprietary
How Much Should I Spend? – The Case for Search Engine Marketing
Getting Started
Growing Your
Business
At Scale
$300 Up to $9,999 $10,000+ypSearch ypSearch +
MC2ypSearchPro
Thank You!