how to engage the local, social and mobile customer of the future

How To Engage The Local, Social & Mobile

Customer Of The Future

CONFIDENTIAL MATERIAL

Chris Pinkerton@chrispinkertonDirector US Market & Key Account Strategist

#Dx32015

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

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OUR RESEARCH INTO DIGITAL BEHAVIOUR

2004

2005

2006

2007

2008

2010

2009

2012

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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 WebsiteMapping the

BuyerSphere

Google

Instant

Results

Google Places

Desktop &

Mobile

PPC &

Display

User

Purchase

Behaviour

Branching Out From

Search Research

2014

Google

SERP

Updated

Study


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MindfulVs

Mindless


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You can see 6 different cards.

Select just one

Remember it

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Now look straight into my eyes

and think of your card….

\

\

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Look closely….

Your card is gone!\

\

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MindlessHabitual Behaviour Enables Mindlessness

A desire for the fastest path to content

paves the way for marketers.


Desire Path –The ‘ I Just Want to Get Something Done’ Signal

Best In Class Digital Companies

Facilitate Consumers Natural Behaviour

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.


Mobile will Transform your entire Business -- Not Just your Digital BusinessMobile 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


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MOBILE ISN’T THE SAME

AS DESKTOP BECAUSE OF

MOVEMENT

Behaviour Drives Search Volume

83% rely on

trusted places like

user ratings or

product review sites

+197%Local Searches

+94%Reviews

+246%Coupons


Source:15Miles.com

85%Of all purchases are made within24 km’s of consumers homes or

destination

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Consumer Purchase Radius

Source: 5th Annual Local Search Usage Studyprepared by comScore.

72%Consumers will use a merchant if

recommended by a social connection

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Social Influence

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70-75% OfSearchers Click Here

(Organic & Local Search)

15-20% Of Searchers Click Here

(Paid Search)

5-10% Of Searchers Click Here

(Paid Search)


Source: Mediative SERP Study 2014

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New Research: The Next Generation Golden TriangleHow Searcher Behavior Changes & Evolves

Circa 2006 2014


Download full study http://www.mediative.com/SERP

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Evolution Of The Search Space


Source: Mediative SERP Study 2014

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


GM Turning Its Cars Into Local Search EnginesLaunched: Jan 10th, 2015

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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.


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On The Go Behavior Influencing Rankings


Source: Moz 2014

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Case Study – Location Based Audience Engagement


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Emulate Brick & Mortar Footprint Digitally

1. Ensure Accuracy of NAP (Name Address Phone)2. Expand & Build Social Local Locations3. Tie Optimized Core Pages to Social Pages4. Managed Local Engagement5. Content Development Strategies @ Local Level


Search LandscapeEvolving the business to the digital landscape is critical to mid & long term business growth


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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

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Los Angeles International Airport

AVIS FACEBOOK PAGE

Driving Revenue Through New SourcesIn 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

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Social & Local Integration Drives Engagement

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"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.


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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?


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Over 400 Digital Marketing Resources Available for Download

mediative.com/resources

Thank you

Chris [email protected]@mediative.com

Presentation Available:pages.mediative.com/DX3

#Dx32015