Location-Based Marketing in the Smartphone Era

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1 Location-Based Marketing in the Smartphone Era Mike Boland Chief Analyst & VP, Content BIA/Kelsey 1

2 About BIA/Kelsey Leading in Local Market Intelligence Industry forecasts, market data, defining the collision of technology and media. Strategic Consulting Custom research, market vetting, tactical analysis, brand/product positioning Conferences A-List events for tech & media execs Content Publishing White papers, ad forecasts, vertical reports, webinars, blogging, newsletter 2

3 Agenda -- Mobile & Local: By the Numbers -- Local: It s all about Calls to Action -- Local: It s all About Social -- Local: It s all About Content Marketing -- How Does Vision Care Stack Up? 3

4 Agenda -- Mobile & Local: By the Numbers -- Local: It s all about Calls to Action -- Local: It s all About Social -- Local: It s all About Content Marketing -- How Does Vision Care Stack Up? 4

5 Mobile Usage: Where are we now? U.S. Smartphone penetration = 77% 50% of search query volume is mobile 50% of mobile search is local Compares to 20% on Desktop 300, , , , ,000 63% 190,450 Smartphone Count 213,840 72% 239,200 80% Share of Mobile Phones 261,000 87% 276,000 92% 50, Source: BIA/Kelsey,

6 7% (Retail spending that is e-commerce) Sponsored Webinar: Call Analytics for Mobile Marketing: Real Strategies, Real Live Stories Tweeting: #CallAnalytics BIA/Kelsey. BIA/Kelsey. All Rights All Rights Reserved. Reserved. 6

7 The Rest is Offline in the Real World But it s increasingly influenced online and in mobile Source: U.S. Census Bureau 7

8 Mobile Search = High Intent Source: Google 8

9 And Quickly Source: Google,

10 The Lesson: Capture that local intent ( but how?) 10

11 Expanding ways to engage with local customers Reservations/scheduling Ordering Messaging Click-to-call Real-time Inventory Photos Videos Calls to Action QUESTIONS TWEETS #LEADINGINLOCAL 11 11

12 Agenda -- Mobile & Local: By the Numbers -- Local: It s all about Calls to Action -- Local: It s all About Social -- Local: It s all About Content Marketing -- How Does Vision Care Stack Up? QUESTIONS TWEETS #LEADINGINLOCAL BIA/Kelsey. BIA/Kelsey. All All Rights Rights Reserved. Reserved. 12

13 Example: Phone Calls are the New Click Smartphones drive voice and call activity Hardware realties (voice input, dialer) High transaction intent Products that have complexity Autos Healthcare/medical Financial services 13

14 The Need For Human Interaction Persists Even in a Digital World Because something like life insurance is a complex purchase, [consumers] don't want to fill out a form, they want to call a number An even better example is home health care. If you are going to find somebody to help watch Mom, you're talking to them; you're not doing that over the web. - Irv Shapiro, CEO, DialogTech 14

15 All the Places a Phone Number Can Show Up 15

16 The Result: An Explosion of Phone Calls 93B annual calls from mobile today, growing to 162B by 2019 Annual Calls (Billions) Search Traditional Display Native Social Landing Pages Includes mobile web, in-app and directories 16

17 Agenda -- Mobile & Local: By the Numbers -- Local: It s all about Calls to Action -- Local: It s all About Social -- Local: It s all About Content Marketing -- How Does Vision Care Stack Up? 17

18 Social Media: the #1 Local Marketing Tool 18

19 Facebook Pages Dominate 19

20 Example: Facebook Pages Expanding Functionality 20

21 Agenda -- Mobile & Local: By the Numbers -- Local: It s all about Calls to Action -- Local: It s all About Social -- Local: It s all About Content Marketing -- How Does Vision Care Stack Up? 21

22 The Fastest Growing Local Content Marketing Tool is 22

23 Case Study: Genghis Grille 23

24 Case Study: Dickerman Prints San Francisco Photo & Print Lab 1000 in-market followers Daily Instagram contest Users upload image and tag Dickerman to enter the contest Daily winners get recognized on Instagram The contest creates viral marketing for Dickerman 24

25 The Next Step: Local Business Video 25

26 Channels to Consider 26

27 Agenda -- Mobile & Local: By the Numbers -- Local: It s all about Calls to Action -- Local: It s all About Social -- Local: It s all About Content Marketing -- How Does Vision Care Stack Up? 27

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33 Thanks Mike 33

How Businesses are Driving Inbound Phone Leads with Mobile Marketing & Why Call Tracking isn t Enough Sponsored webinar: LogMyCalls

How Businesses are Driving Inbound Phone Leads with Mobile Marketing & Why Call Tracking isn t Enough Sponsored webinar: LogMyCalls Oct. 17, 2013 Introduction & Agenda Welcome, and thank you for joining