Digital opportunitiesfor local businesses

PERFORMANCE MARKETING SOLUTIONS

1. Major Milestones in “Local” History

2. Current Trends3. Today’s Opportunities4. Tomorrow’s Opportunities5. Summary

AGENDA

• Vice President, Product at Acquisio

• Serial startup entrepreneur

• 16 years of experience in product management and business development

• Ex- Yellow Pages Canada, HomeAdvisor

@SebProvencher

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• Senior Analyst, BIA/Kelsey

• 10 years of experience in local

• Specializes in Search Marketing, Local Online Marketing, Emerging Tech

@abidc

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Reverse Engineering Adwords For Higher Quality Scores

Housekeeping

The webinar is recorded and will be made available by email Q&A session at the end of the webinar.

Use the Chat box to submit your questions at any timeFor any follow up questions about the webinar please contact:

acquisio-marketing@acquisio.com

We Work With:○ Marketers | Direct Advertisers | Brands○ Agencies○ Local Solution Providers

Our Business:○ $1 Billion ad spend under management○ 2.4 million bid adjustments per day○ 300+ Customers in 32 countries

@Acquisio: What We Do

Performance Marketing Solutions

○ Unparalleled Optimization○ Elegant Reporting○ Scalable Campaign Management○ Search, Social, Display

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Major Milestones in “Local” History01

Why Look at the Past?

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“You have to know the past to understand the present” - Carl Sagan

● 1994: Sensis’ Online Yellow Pages● 1996: AtHand.com (PacBell)● 1996: SuperPages.com (GTE)● 1996: Switchboard.com● 1997: YellowPages.com

The Emergence of Digital Local Directories (1994-1999)

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● 1998: Google● 2004: Google Local● 2004: Yahoo! Local● 2004: Yelp● 2005: Google Maps

(Tip of the hat to early search sites like Excite & Altavista.)

The Emergence of (Local) Search (1998-2005)

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● 2003: LinkedIn● 2006: Facebook opens up to

everyone (launched in 2004)● 2006: Twitter● 2009: Foursquare

(Tip of the hat to early social media sites like Friendster & MySpace)

The Emergence of Social Media (2003-2009)

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● 2007: the iPhone● 2008: first phone using Android● 2010: iPad● 2011: smartphones outsell PCs

(Tip of the hat to other early mobile companies like Motorola, Nokia & Blackberry.)

The Emergence of Smartphones (2007-2011)

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Photo source: The Verge

● 2008: Airbnb● 2009: Uber● 2012: “Uber for X”

(Tip of the hat to travel sites like Expedia & Travelocity.)

The Emergence of End-to-End Marketplaces (2008-2012)

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● 2004: Flickr● 2005: YouTube● 2010: Instagram● 2010: Pinterest

The Emergence of the Visual Web (2004-2010)

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● 2009: Whatsapp● 2011: Snapchat, LINE, WeChat,

Facebook Messenger● 2013: Telegram

(Tip of the hat to instant messaging tools like SMS, ICQ, and AOL IM)

The Emergence of Messaging (2009-2013)

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● 2011: Siri (Apple)● 2011: Watson (IBM)● 2012: Google Now● 2014: Cortana (Microsoft)● 2014: Echo (Amazon)● 2016: Deepmind (Google)● 2016+: ???

The Emergence of AI & Intelligent Agents (2011+)

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Why the Age of Mobile Created an Inflection Point

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Source: Andreessen Horowitz

The World in 2020: Even More Smartphones

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Source: Andreessen Horowitz

Mobile’s Multiplier Effect

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Source: Andreessen Horowitz

And Mobile = Local

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Photo credit: HowToGeek

“Local” Trends02

Mobile Bigger than PC for Purchase Research

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And Consumers on Mobile are Searching More than Before

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Consumers are Also Using Social Media

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Almost all Small Businesses are Using Digital Tools

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And They’re Increasing Their Digital Spend

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Where They’re Planning to Invest

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Where Small Businesses Need Help

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Advertisers Churn Because of Poor Results...

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… And They Don’t Measure Performance

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Today’s Opportunities with Small Businesses03

• Some small businesses still don’t have any website

• Most small business websites are not optimized for mobile

• Most websites are also not optimized for conversion

Mobile Landing Pages

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• Google AdWords○ Geo-targeting at the city level/zip code or radius targeting○ Location extension, call extension○ Mobile ads○ Call-only campaigns

• Bing Ads○ Similar to Google AdWords

• Local Directories

• Ads & campaign creation

Paid Local Search

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• Facebook○ Geo-targeting at the city level○ Local Awareness Ads○ Local Leads Ads

• Twitter○ Geo-targeting by region, city, metro,

postal or zip code○ Promoted tweets○ Leads campaigns

Social Media Advertising

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• Website optimization○ With constant algo changes, this tactic is at risk

• Business listings syndication○ Google My Business, Bing, Yahoo, Directories

(including Yelp). Data aggregators, Vertical sites & marketplaces

• Social media presence creation○ Facebook, Twitter, Foursquare, LinkedIn,

Instagram/Pinterest (if relevant to business category)

Search Engine Optimization

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Flickr photo: SEOPlanter

• Content creation for social media○ Blog, Facebook, Twitter, Instagram, Pinterest, etc.

• Answering questions/comments from social media users

• Monitoring mentions in social media

Social Media & Reputation Management

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Flickr photo: Jason Howie

• Solution provider○ Hundreds of solutions available

• Content creation

Email marketing

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Flickr photo: Yoel Ben-Avraham

• Prove positive return on investment○ Make the phone ring (and track calls)○ Track store visits (beacons)○ Track other types of conversion (clicks to

website, sales, etc.)

• Offer great service & support○ Small businesses would prefer working

with one supplier

• Lots of education required

Conditions for Success with Small Businesses

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Flickr Photo: Got Credit

Tomorrow’s Opportunities with Small Businesses04

• Messenging○ Consumers want real-time engagement,

but businesses are not ready○ Chatbots○ Sponsored messages

• E-commerce (marketplaces, ecommerce solutions)

• Loyalty & CRM

Tomorrow’s Opportunities

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In Summary...05

● Small businesses are faced with a multitude of digital choices

● Mobile has created even more opportunities for small businesses

● Top opportunities: landing pages, search marketing, social media advertising, SEO

● Make sure you create the conditions for success

Summary

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THANK YOU