iprospect: brands go local with data driven marketing - local content experience #lss2016
TRANSCRIPT
PRESENTATION: LOCAL CONTENT EXPERIENCE
Steve Bea(y Head of Owned Media Company: iProspect [email protected]
#LSS2016
LocalInfluence
As we move closer to a world that transacts strictly thru Mobile, local relevance will be
the guiding force By 2019
141 Billion Local Searches will take place
in the US alone -‐Emarketer
ANSWER ENGINE APP GUIDED DECISIONS
2015 2017 2020
PERSONAL ASSISTANT
LOCAL CONTENT WILL BE KEY IN THE EVOLUTION
LOCAL CONTENT WILL BE PART OF THE APP GUIDED DECISION
DRYER BREAKS
Machine looks up local replacement, sends to
phone APP
Relevant local options appear
Purchase from best optimized local option
with inventory
Phone APP delivers relevant
local options
Local Data Feed with Inventory
LOCAL DATA CRITICAL
LOCAL CONTENT MUST BE PART OF THE PERSONAL ASSISTANTCAR PARKED
YOUR AT WORK AI PERSONAL ASSISTANT
PROJECTS A STORM
AI PERSONAL ASSISTANT ORDERS LOCAL INVENTORY
LOCAL PROXIMITY LOCAL DELIVERY
YOUR READY FOR THE STORM
AI ASSISTANT TALKS TO CAR“NEW WIPER
BLADES NEEDED”
LOCAL DATA CRITICAL
BRANDS STILL NOT DELIVERING ACCURATE DATA
RIO AUDIT
66% of their local locations had Incorrect Name, Address
or Phone information
-RIO 2015
HEALTHCARE SECTOR BRAND
BRANDS NEED TO CREATE FASTER MOBILE EXPERIENCES
Google Page Speed Score
55/100
61% of consumers are more likely to contact a local
business if they have a mobile optimized
site -‐Brightlocal 2015
BRANDS NEED TO SHOW RELEVANT SEARCH RESULTS (SEO 101)
Page Delivered
“Skecher Backpacks”
Page that should have been Delivered
Search Query “Skechers Men Shoes Target”
BRANDS NEED TO A MORE PERSONALIZED CONTENT EXPERIENCE
LOCAL
15% of consumers cite coupons as the top influence in pre-‐purchase decisions
-Nielsen 2015
Coupon Clearly Called Out
Store Hours with highlight of the day searched
Weekly Ad Link
#LSS2016
KEY TAKEAWAYS MAKE SURE YOUR DATA IS ACCURATE TO DELIVER THE USER A GREAT EXPERIENCE MAKE SURE SEO IS CONSIDERED IN LOCAL AND DELIVERS THE RIGH RESULT DELIVER PERSONALIZED CONTENT BASED ON USER LOCATION SEARCH IS EVOLVING QUICKLY SO MUST LOCAL STRATEGIES