The Future of Local Advertising in a Mobile First World.

1. The Future of Local Advertising... ...in a Mobile First World. @bubbleﬁnder Presentation at #Dx32013 Saturday, March 16, 2013

2. Local Advertising is Everywhere. Saturday, March 16, 2013

3. BILLBOARDS TWITTER T.V. GROUPON RADIO INTERNET DIRECT MAIL Local Advertising is Everywhere. MOBILE EMAIL POSTERS SIGNAGE GOOGLE FACEBOOK YOUTUBE COUPONS LINKEDIN Saturday, March 16, 2013

4. People can’t remember all the marketing all the time. Saturday, March 16, 2013

5. So they tune it out. Saturday, March 16, 2013

6. Path-to-purchase is based on a few key needs. Saturday, March 16, 2013

7. Path-to-purchase is based on a few key needs. IMPULSE / CRAVING Saturday, March 16, 2013

8. Path-to-purchase is based on a few key needs. IMPULSE / TRY NEW / CRAVING PROMOTION Saturday, March 16, 2013

9. Path-to-purchase is based on a few key needs. IMPULSE / TRY NEW / SPEED / CRAVING PROMOTION CONVENIENCE Saturday, March 16, 2013

10. Path-to-purchase is based on a few key needs. IMPULSE / TRY NEW / SPEED / VALUE / CRAVING PROMOTION CONVENIENCE COUPON DEAL Saturday, March 16, 2013

11. Path-to-purchase is based on a few key needs. IMPULSE / TRY NEW / SPEED / VALUE / LOYALTY / CRAVING PROMOTION CONVENIENCE COUPON DEAL PREFERENCE Saturday, March 16, 2013

12. But making purchase decisions is not always easy. Saturday, March 16, 2013

13. Undecided consumers need help to make a decision. Saturday, March 16, 2013

14. To help me decide, I can... “Surveys by Google have found that 95 percent of consumers use their phones to make local decisions such as where to eat, and 90 percent of those users took action within 24 hours on the basis of those searches.” - Jay Akkad, product manager for mobile local ads at Google. Saturday, March 16, 2013

15. To help me decide, I can... LOOK OR WALK AROUND “Surveys by Google have found that 95 percent of consumers use their phones to make local decisions such as where to eat, and 90 percent of those users took action within 24 hours on the basis of those searches.” - Jay Akkad, product manager for mobile local ads at Google. Saturday, March 16, 2013

16. To help me decide, I can... SEARCH LOOK OR WALK GOOGLE AND AROUND REVIEW SITES “Surveys by Google have found that 95 percent of consumers use their phones to make local decisions such as where to eat, and 90 percent of those users took action within 24 hours on the basis of those searches.” - Jay Akkad, product manager for mobile local ads at Google. Saturday, March 16, 2013

17. To help me decide, I can... SEARCH LOOK OR WALK LAUNCH A GOOGLE AND AROUND DISCOVERY APP REVIEW SITES “Surveys by Google have found that 95 percent of consumers use their phones to make local decisions such as where to eat, and 90 percent of those users took action within 24 hours on the basis of those searches.” - Jay Akkad, product manager for mobile local ads at Google. Saturday, March 16, 2013

18. To help me decide, I can... SEARCH LEVERAGE LOOK OR WALK LAUNCH A GOOGLE AND LOCAL AREA AROUND DISCOVERY APP REVIEW SITES KNOWLEDGE “Surveys by Google have found that 95 percent of consumers use their phones to make local decisions such as where to eat, and 90 percent of those users took action within 24 hours on the basis of those searches.” - Jay Akkad, product manager for mobile local ads at Google. Saturday, March 16, 2013

19. To help me decide, I can... SEARCH LEVERAGE BASE IT ON LOOK OR WALK LAUNCH A GOOGLE AND LOCAL AREA PREVIOUS AROUND DISCOVERY APP REVIEW SITES KNOWLEDGE EXPERIENCE “Surveys by Google have found that 95 percent of consumers use their phones to make local decisions such as where to eat, and 90 percent of those users took action within 24 hours on the basis of those searches.” - Jay Akkad, product manager for mobile local ads at Google. Saturday, March 16, 2013

20. So how can we market to the undecided consumer? Saturday, March 16, 2013

21. Let’s look at this from a business perspective. Saturday, March 16, 2013

22. I want to attract more LOCAL customers. Saturday, March 16, 2013

23. Local (Mobile) Advertising Options for Businesses... Saturday, March 16, 2013

24. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Saturday, March 16, 2013

45. Local (Mobile) Advertising Options for Businesses... APPROACH PROCESS COST GOOGLE LOCAL SEARCH + SEO + SEM $500 - $5,000 per month IN-APP ADS MOBILE AD NETWORKS CPA or CPM Rates MOBILE WEBSITE ADS DISCOVERY APPS CONSUMER DRIVEN REPUTATION REVIEW SITES DEVELOP FIRST THEN $5,000 + ongoing BRANDED APPS PROMOTE TO CUSTOMERS maintenance Based on Volume / Risk / SMS & GEO-FENCING SMS / TEXT MESSAGING Privacy Concerns SOCIAL MEDIA CONVERSATION Time and/or Resources Other Non-Mobile Options: Direct Mail, Flyer, TV, Radio, Email, Billboards, etc. Saturday, March 16, 2013

46. Umm, local (mobile) advertising is not easy! Saturday, March 16, 2013

47. And with some digital advertising options Such as Google SEO + Facebook EdgeRank... Saturday, March 16, 2013

48. We’re at the mercy of an algorithm. Saturday, March 16, 2013

49. But in a Mobile First World... Saturday, March 16, 2013

50. YOU are the algorithm. Saturday, March 16, 2013

51. And for the ﬁrst time... Businesses Consumers LEVEL PLAYING FIELD Saturday, March 16, 2013

52. Location, location, location! Saturday, March 16, 2013

53. Have you heard of the mobile revolution? Saturday, March 16, 2013

54. Out of the 5 billion mobile phones in the world, 1.08 billion are smartphones. 9 out 10 smartphone users use their device on a daily basis (I think it’s 10/10!). Shoppers with multiple devices averaged nearly 30 local searches per week. Saturday, March 16, 2013

55. But is this what we’re calling the mobile revolution? Saturday, March 16, 2013

56. Mobile is not about search, it’s about discovery. Saturday, March 16, 2013

57. Mobile is not about planning, it’s about immediacy. Saturday, March 16, 2013

58. No one has found the recipe for mobile marketing. Saturday, March 16, 2013

59. Until today... Saturday, March 16, 2013

60. Saturday, March 16, 2013

61. WE’RE PUTTING ALL THE LATEST PROMOTIONS... ...AT YOUR FINGERTIPS Saturday, March 16, 2013

62. One location at a time. Saturday, March 16, 2013

63. In 3 simple words... Saturday, March 16, 2013

64. Saturday, March 16, 2013

65. MANAGE. MARKET. MONITOR. Saturday, March 16, 2013

66. Manage: Location(s) All Your Location Details in One Spot Edit/Update Whenever You Want! With LOCAL Social Media integrations Saturday, March 16, 2013

67. Market: Campaigns Upload Full-Screen, Rich Mobile Ads With Interactive Buttons + Videos Advanced Local Targeting Options! Saturday, March 16, 2013

68. Monitor: Feedback Collect Private Customer Feedback Reply to Customers via the Platform Track Survey Satisfaction Results! Saturday, March 16, 2013

69. Smart. Fast. Easy. Saturday, March 16, 2013

70. The mobile revolution starts today. Saturday, March 16, 2013

71. 3 Strategies for a Mobile First World. Saturday, March 16, 2013

72. 1. Leave everything about the web behind. Saturday, March 16, 2013

73. 2. Prepare your business for mobile. Saturday, March 16, 2013

74. 3. Give local advertising a mobile focus. Saturday, March 16, 2013

75. THANK YOU! @bubbleﬁnder bubbleﬁnder.com Ask for a demo! Saturday, March 16, 2013

The Future of Local Advertising in a Mobile First World.

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