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Ten Critical Trends in Local Media & Marketing

  1. TITLE of PRESENTATION September 25, 2014 Ten Critical Trends in Local Media & Marketing
  2. Overview 1. Mobile device usage and media time 2. Mobile payments and digital wallets 3. Connecting the digital and physical worlds 4. Location goes indoors 5. Location is the new cookie (for mobile targeting) 6. Social media impact on consumer purchase behavior 7. World of wearables 8. Personal assistant: mobile successor to search 9. Internet of things 10. Operational and transactional services for SMBs 11. Rise of resource sharing
  3. Mobile Device Usage Smartphones: • 72% penetration in US • 90% penetration by end of 2016 projected • Larger-screen phones gaining momentum • 35% of aggregate web traffic in US (mobile + tablet) Source: comScore, Nielsen, StatCounter 2014
  4. Time Spent: Mobile vs. PC 40% 60%* • *Apps claim majority of digital media time: 52% • If ad revenue were more closely tied to time spent, 2014 digital revs would be: mobile $29 billion; PC: $20 billion • Time with apps, app sessions growing but not number of apps used (roughly 27 per month on average – but most spend time with far fewer) Source: comScore, Nielsen, Localytics, September 2014
  5. Mobile Usage Bigger in Some Categories • Pinterest: 75% of usage coming from mobile • Retale: 80% of usage mobile • Yelp: 59% of searches from mobile devices • YP: 50% of search on YP’s network from mobile • Twitter: 81% of revenue from mobile Source: Company reports
  6. Mobile Payments & Digital Wallets Current Situation: Source: Changing Landscape of Mobile Payments- Apps, Wallets & Wearables, Thrive Analytics 2014
  7. Very Competitive Landscape Source: Changing Landscape of Mobile Payments- Apps, Wallets & Wearables, Thrive Analytics 2014 Enter
  8. Small Transactions, Significant Growth • Starbucks- Mobile payments account for 15% of Starbucks US revenue. (Growing at 20% per quarter) • PayPal- 15% of transaction volume ($27 Billion) was mobile last year. (3 years ago it was $600 Million) • Top categories purchased include coffee, QSR items, groceries, tickets, etc.
  9. Online-to-offline Sales/Visibility/Tracking Offline to Online Retail Sales (in Billions) $2,637 $1,758 $305 2014 ~34% ($593 Billion) Influenced by Mobile Pure Online Online Influenced Pure Offline Source: eMarketer 2014 Greatest Challenge for Marketers • 63% Cross Channel Measurement & Attribution
  10. Efforts to Connect the Digital & Physical World • Datalogix has partnered with industry heavyweights like Facebook and Twitter to provide a link between digital ads and in-store sales. • Placed Attribution measures the impact that mobile advertising has on in-store visits and traffic patterns. • Owned by Google, Adometry specializes in being able to credit online ads with impacting consumers to take specific actions, such as purchasing products in-store. • Acquired by Acxiom in May, LiveRamp is a data on-boarder that provides marketers with ways to unify their customer databases across disconnected digital marketing applications.
  11. Location Goes Indoors Varied set of use cases, categories and industries that can benefit from indoor location: • Retail stores, malls • Entertainment venues, casinos, amusement parks • Airports • Stadiums and arenas • College campuses • Hotels • Hospitals • Museums • Others Macy’s decided to roll out iBeacons in all its 4,000 locations. Source: Macy’s
  12. Location Is the New Cookie Location increasingly used to identify audiences and for retargeting or behavioral targeting Mostly the background (display) Toyota campaign: Ads only shown to qualified audiences within a certain proximity of local Toyota dealers. Ads feature different incentives or interest rates. Primary uses of location are to determine which interest rate to serve and for geofencing (based on prior qualification) Ad creative (interest rates) dynamically served Landing pages tie in to local dealers, inventory Source: Toyotal, Opera MediaWorks
  13. The World of Wearables • $6 Billion 2014- $30 Billion by 2018 • Reducing friction points • Changing business models • New ways to gather information/search • Privacy issues • Apple Watch? • Paying via wearable device?
  14. Social Media Impact on Purchases Consumers often say social media has limited impact on buying decisions How much does social media typically influence your purchase decisions? Source: Gallup 2013, n=1,000
  15. Social Media Impact on Purchases 2013 study from Vision Critical: • 43% of social media users have purchased a product after sharing or favoriting it on Yet other data argue social media has a meaningful impact Pinterest, Facebook or Twitter • Social drives roughly equal amounts of online and in-store sales Source: Vision Critical 2013 review of internal/client data + 6,000 consumer “interviews,” IBM survey 2014
  16. Facebook and Local Reviews Facebook captures more local business reviews than Yelp, Google and other sites Source: Thrive Analytics (2014)
  17. Personal Assistant: Successor to Search Key Trends: • 60% of smartphone owners have used a digital assistant i.e. Siri, Google Now or Cortana to search for Local Information. • 63% of users use it at least weekly with over 50% being “on-the- go” • Top uses include: – 66% Searching for up general information – 65% Looking for directions – 44% Finding weather information – 31% Reminders/schedules and notifications – 20% Finding deals for local products & services Source: 2014 Digital Personal Assistant Report, Thrive Analytics 2014
  18. The Internet of Things Source: Jabil 2014
  19. The Internet of Things Source: Jabil 2014 • $1.9 Trillion in 2013 to $7.1 Trillion in 2020 • How will a smart home, car, etc. impact your clients?
  20. Operational/Transactional Services for SMBs Range of companies offering “operational services” to SMBs: • Scheduling/appointments • Payments • Invoicing/work orders • CRM-like services Examples: • Open Table • Swipely • HomeAdvisor Mhelpdesk • Yelp platform • Square appointments • Groupon scheduler • Pingup • Reach Commerce/Club Local
  21. Resource Sharing/Crowdsourcing Marketplaces that use excess “inventory” or capacity and can be “disruptive.” A few high-profile successes: • AirBnB • Uber, etc. • Kickstarter (a cousin) Numerous failures in the segment But the model will continue to inspire startups