This presentation focuses on mobile marketing strategies as they pertain to geofencing, geoconquesting, geographies that indicate interest; opportunities to layer audiences and personas; and considerations/tracking/messaging for optimal execution.

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Amy Bishop, Clix Marketing
Winning At Mobile

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 Director: Audits, Outbound,
Training at Clix Marketing
 Multi-Channel Experience
 Indiana Native & Undercover
Farmer
 Loves cat memes. Ok, any
memes.
About Me

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 Proximity Based Targeting
 Interest Based Geotargeting
 Layering Audiences
 Considerations
Agenda

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 60% of local searchers say location
information in ads is important to them
 4 in 5 searchers prefer ads customized to
their city or zip code
Why It Matters

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Proximity Based Targeting

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 Geo-fencing
 Radius Targeting
Proximity Based Targeting

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Your Locations
72% of
Consumers
who
Performed a
Local
Search
Visited a
Store Within
5 Miles

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Searches Containing “Near Me”
Google Think, April 2015 https://think.storage.googleapis.com/docs/i-want-to-go-micro-moments.pdf, Google Trends
Searches containing “Near Me” Have Grown Exponentially.
April 2015
50% of Local Searches
From Mobile Devices
Result in a Same-Day
Store Visit
80% of “Near Me” Searches Occur On a Smartphone

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 Review performance by radius
 Determine opportunities to tighten or expand location
targeting
Determining Your Radius

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Targeting Nearby Consumers
Google Think, May 2014 https://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf

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Consumers Will Go In-Store If…
Google Think, May 2014 https://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf

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Competitive Targeting

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42%
of consumers conduct research online
while in stores

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Targeting Competitor Stores?

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42%
of consumers conduct research online
while in stores

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 Brand Awareness: Target stores with similar
demographics to generate interest
 Location Awareness: Let potential customers know
you have a store nearby
 Intercept the Sale: Get to your customers before
they commit
Drive Customers In-Store or Drive Website
Actions Such as Quotes/Calls/E-Comm
How to Leverage Competitive Targeting

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How Consumers Conduct Research While In-Store

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Product Inventory Ads
When Asked What
Information Was
Important:
 74% availability of
item (in-stock)
 75% price of item
at a nearby store
Digital Impact on In-Store Shopping Study https://think.storage.googleapis.com/docs/digital-impact-on-in-store-shopping_research-studies.pdf

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 Search
 Social Ads
 GDN
 Mobile Providers
Determining a Channel

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In-Store research habits provide one last
chance to grab the sale from a competitor.

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Interests Derived from Location

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Timing Matters

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Consider Your Target Demographics’ Interests.
Where Do They Spend Their Time?

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Sale On
Athletic
Tops!
Free S&H!
#1 Dog Lover’s
Subscription
Treat Box!
10% Off Your
Rental!

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 Used longitude & latitude coordinates to
implement a bid modifier for a small radius
around brick and mortar locations
 Noted a 108% Increase In Conversions
 Subsequently Rolled Out to Facebook &
Early Results Have Been Positive
Case Study Example

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Layering Consumer Data

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Use
Audiences to
Find Your
Customers

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Layering Opportunities
Near Your Locations
Competitor Locations
Locations
Underscoring Need
Leads/Sales
Lookalikes
Loyalists
Site Visits
Personas

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Get New Products In Front of Nearby Loyalists
= New Fall
Line In
Store
Now!
+
*Logged Into Customer Loyalty UI* *Near A Store Location*

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Deliver Customized Coupons
= 10% off
Tees In-
Store.
Today
Only!
+
*Shopped For Teeshirts* *Near A Store Location*
Add to Cart
$$$

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Defend Your Customer Base
= Huge
Inventory
of Golf
Supplies
In-Stock!
+
*Visited The Site* *Near A Competitor Store*
Add to Cart
$$$

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In-Market Audiences

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In-Market Audiences

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Once at their destination,
56% of travelers rely on
their mobile device to find
& decide on activities.
Resident vs Traveling
Source: Google Travel Study, June 2014, Ipsos MediaCT

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Find Nearby
Customers By
Layering Lookalikes.
Prospecting

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Lookalike Example:
Makes a
Purchase Online

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 Purchasers/Clients
 Leads/Demos
 Email Subscribers
 Loyalty Programs
Consider Your Site Events & KPIs. Create
Audiences & Lookalikes!
Lookalike Suggestions

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 Demographics
 Affinity Audiences
 Interests
Additional Layering Opportunities

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Considerations

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 Be aware of strengths and weaknesses
 Make the intended action easy
 Strong CTA & value proposition
Compelling The Consumer

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 Make it Quick and Easy
 Reserve Online
 Book an Appointment
 In-Store Pick-Up
Messaging Convenience
Source: comScore, Neustar Localeze, and 15 Miles, Trends Shaping Local Search in 2014
Digital Impact on In-Store Shopping Study https://think.storage.googleapis.com/docs/digital-impact-on-in-store-shopping_research-studies.pdf

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 Avoid Shipping Costs
 Get The Product Today (or Start the
Service Agreement)
 Coupons
Messaging Value

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Tracking The Pieces
Matching online data
against your CRM to
determine value:
• Appointments
• Calls
• Quotes
Matchbacks In-Store Visits
Leverage software to
track customers that
visit the store after
engaging with an ad.
Indicators
• Store Locates &
Getting Directions
• Booking an
Appointment
Coupon
Redemption
Create a separate
coupon promo for
digital media and track
in-store redemptions.

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 Retail chain with e-commerce & store locations
 Targeted a broad area with increased modifiers 5 miles around
each store
 Utilized ads pushing coupon usage and competitive prices and
discounts with location extensions
 Coupons with a Unique ID were dynamically inserted into landing
pages through ad params
 Coupons eligible online or in-store
Client Example:

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Tracking Coupons Proved In-Store Sales
Drove 5x More Revenue than E-
commerce
Client Example:

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Summary
Geotarget Wisely Layer Insights
Message Strategically Track Performance

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THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016