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An Integrated Approach to
Local
Gyi Tsakalakis
@gyitsakalakis
1@GyiTsakalakis @DFWSEM #StateofSearch
2
Marketing!@GyiTsakalakis @DFWSEM #StateofSearch
3
Awareness
Research
Decision
Purchase
Funneling!@GyiTsakalakis @DFWSEM #StateofSearch
E. St. Elmo Lewis
$
4
Blue Link
www.yourwebpage.com
Hopefully a compelling
description.
@GyiTsakalakis @DFWSEM #StateofSearch
5@GyiTsakalakis @DFWSEM #StateofSearch
6@GyiTsakalakis @DFWSEM #StateofSearch
7@GyiTsakalakis @DFWSEM #StateofSearch
60% of the time,
numbers work all
of the time.
8@GyiTsakalakis @DFWSEM #StateofSearch
*Source: Google/Ipsos MediaCT/Purchased, Research: Understanding Consumers’ Local S...
9@GyiTsakalakis @DFWSEM #StateofSearch
10@GyiTsakalakis @DFWSEM #StateofSearch
11@GyiTsakalakis @DFWSEM #StateofSearch
12@GyiTsakalakis @DFWSEM #StateofSearch
13@GyiTsakalakis @DFWSEM #StateofSearch
14@GyiTsakalakis @DFWSEM #StateofSearch
15@GyiTsakalakis @DFWSEM #StateofSearch
16
90% of all U.S. retail sales
occur within physical
stores.
@GyiTsakalakis @DFWSEM #StateofSearch
17
Google search interest in "near me"
has increased 34X since 2011 and
nearly doubled since last year. The
vast majority ...
18@GyiTsakalakis @DFWSEM #StateofSearch
19@GyiTsakalakis @DFWSEM #StateofSearch
20@GyiTsakalakis @DFWSEM #StateofSearch
- Galadriel
https://flic.kr/p/dGpBpb
21@GyiTsakalakis @DFWSEM #StateofSearch
22
@martyweintraub
@GyiTsakalakis @DFWSEM #StateofSearch
23@GyiTsakalakis @DFWSEM #StateofSearch
24@GyiTsakalakis @DFWSEM #StateofSearch
Relationships 36.6% (+2.4 / -2.3)
https://goo.gl/FcbpTO
Web 16.5% (+1.9 / -1.8)
Of...
25@GyiTsakalakis @DFWSEM #StateofSearch
plus ça change,
plus c'est la
même chose
- Jean-Baptiste Alphonse Karr
https://goo...
26@GyiTsakalakis @DFWSEM #StateofSearch
27@GyiTsakalakis @DFWSEM #StateofSearch
28
"an approach to achieving the objectives of
a marketing campaign through a well-
coordinated use of different
promotion...
29
2009: “Integrated marketing is the
combination of marketing tactics to help
deliver one marketing strategy and more
qui...
30@GyiTsakalakis @DFWSEM #StateofSearch
Mobile has changed what we expect of
brands. It’s fractured the consumer journey
i...
31@GyiTsakalakis @DFWSEM #StateofSearch
http://goo.gl/JiY5bD
Multi-Channel Attribution Modeling:
The Good, Bad and Ugly Mo...
32@GyiTsakalakis @DFWSEM #StateofSearch
Intent
Device
Time
Location
REMARKETING LISTS FOR
SEARCH ADS
Remarketing lists for search ads (RLSA) is a feature that lets you
customize your search ...
CUSTOM AUDIENCES
Custom Audiences let you reach customers you already know with ads on Facebook. You
can upload a list of ...
CUSTOMER MATCH
Customer Match lets you upload a list of email addresses that your customers
have given you, and, when they...
36@GyiTsakalakis @DFWSEM #StateofSearch
37@GyiTsakalakis @DFWSEM #StateofSearch
38@GyiTsakalakis @DFWSEM #StateofSearch
39@GyiTsakalakis @DFWSEM #StateofSearch
40@GyiTsakalakis @DFWSEM #StateofSearch
41@GyiTsakalakis @DFWSEM #StateofSearch
What, you all don’t
know about
beacons?
42@GyiTsakalakis @DFWSEM #StateofSearch
43@GyiTsakalakis @DFWSEM #StateofSearch
Integrate your budgets.
Owned
Earned
Paid
44
Print TV
EMAIL
SEM
Social
Strategy
Integrate your team.
@GyiTsakalakis @DFWSEM #StateofSearch
45@GyiTsakalakis @DFWSEM #StateofSearch
Thank You
Questions?
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An integrated approach to local

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See all of those people staring into their screens looking for local products and services? Let's talk about how to be in front of the right people, in the right place, at the right time. We'll chat about integrating offline and online marketing tactics throughout your consumers' meandering journey. My deck from State of Search 2015.

Veröffentlicht in: Business
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An integrated approach to local

  1. 1. An Integrated Approach to Local Gyi Tsakalakis @gyitsakalakis 1@GyiTsakalakis @DFWSEM #StateofSearch
  2. 2. 2 Marketing!@GyiTsakalakis @DFWSEM #StateofSearch
  3. 3. 3 Awareness Research Decision Purchase Funneling!@GyiTsakalakis @DFWSEM #StateofSearch E. St. Elmo Lewis
  4. 4. $ 4 Blue Link www.yourwebpage.com Hopefully a compelling description. @GyiTsakalakis @DFWSEM #StateofSearch
  5. 5. 5@GyiTsakalakis @DFWSEM #StateofSearch
  6. 6. 6@GyiTsakalakis @DFWSEM #StateofSearch
  7. 7. 7@GyiTsakalakis @DFWSEM #StateofSearch 60% of the time, numbers work all of the time.
  8. 8. 8@GyiTsakalakis @DFWSEM #StateofSearch *Source: Google/Ipsos MediaCT/Purchased, Research: Understanding Consumers’ Local Search Behavior, May 2014. Respondents were screened on smartphone usage and purchase behavior.
  9. 9. 9@GyiTsakalakis @DFWSEM #StateofSearch
  10. 10. 10@GyiTsakalakis @DFWSEM #StateofSearch
  11. 11. 11@GyiTsakalakis @DFWSEM #StateofSearch
  12. 12. 12@GyiTsakalakis @DFWSEM #StateofSearch
  13. 13. 13@GyiTsakalakis @DFWSEM #StateofSearch
  14. 14. 14@GyiTsakalakis @DFWSEM #StateofSearch
  15. 15. 15@GyiTsakalakis @DFWSEM #StateofSearch
  16. 16. 16 90% of all U.S. retail sales occur within physical stores. @GyiTsakalakis @DFWSEM #StateofSearch
  17. 17. 17 Google search interest in "near me" has increased 34X since 2011 and nearly doubled since last year. The vast majority come from mobile—80% in Q4 2014. @GyiTsakalakis @DFWSEM #StateofSearch
  18. 18. 18@GyiTsakalakis @DFWSEM #StateofSearch
  19. 19. 19@GyiTsakalakis @DFWSEM #StateofSearch
  20. 20. 20@GyiTsakalakis @DFWSEM #StateofSearch - Galadriel https://flic.kr/p/dGpBpb
  21. 21. 21@GyiTsakalakis @DFWSEM #StateofSearch
  22. 22. 22 @martyweintraub @GyiTsakalakis @DFWSEM #StateofSearch
  23. 23. 23@GyiTsakalakis @DFWSEM #StateofSearch
  24. 24. 24@GyiTsakalakis @DFWSEM #StateofSearch Relationships 36.6% (+2.4 / -2.3) https://goo.gl/FcbpTO Web 16.5% (+1.9 / -1.8) Offline Advertising 5.6% (+1.2 / -1.0) Hired Same Lawyer Again 2.4% (+0.9 / -0.6) H/T: Mike Blumenthal
  25. 25. 25@GyiTsakalakis @DFWSEM #StateofSearch plus ça change, plus c'est la même chose - Jean-Baptiste Alphonse Karr https://goo.gl/uhs7oj
  26. 26. 26@GyiTsakalakis @DFWSEM #StateofSearch
  27. 27. 27@GyiTsakalakis @DFWSEM #StateofSearch
  28. 28. 28 "an approach to achieving the objectives of a marketing campaign through a well- coordinated use of different promotional methods that are intended to reinforce each other. " American Association of Advertising Agencies (also 4A's) in 1989, defining IMC as: @GyiTsakalakis @DFWSEM #StateofSearch
  29. 29. 29 2009: “Integrated marketing is the combination of marketing tactics to help deliver one marketing strategy and more quickly build know, like and trust.” – John Jantsch (@ducttape) @GyiTsakalakis @DFWSEM #StateofSearch http://goo.gl/lz3WL7
  30. 30. 30@GyiTsakalakis @DFWSEM #StateofSearch Mobile has changed what we expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent- driven micro-moments. 2015: Micro-Moments https://goo.gl/Ts49NV
  31. 31. 31@GyiTsakalakis @DFWSEM #StateofSearch http://goo.gl/JiY5bD Multi-Channel Attribution Modeling: The Good, Bad and Ugly Models
  32. 32. 32@GyiTsakalakis @DFWSEM #StateofSearch Intent Device Time Location
  33. 33. REMARKETING LISTS FOR SEARCH ADS Remarketing lists for search ads (RLSA) is a feature that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they're searching on Google. 33 https://support.google.com/adwords/answer/2701222 @GyiTsakalakis @DFWSEM #StateofSearch
  34. 34. CUSTOM AUDIENCES Custom Audiences let you reach customers you already know with ads on Facebook. You can upload a list of email addresses or phone numbers of at least 20 people and we'll deliver your ad to those people if they're on Facebook. You can also build audiences from the people that visit your website or from people who use your mobile app. 34 https://www.facebook.com/business/help/341425252616329 @GyiTsakalakis @DFWSEM #StateofSearch
  35. 35. CUSTOMER MATCH Customer Match lets you upload a list of email addresses that your customers have given you, and, when they're signed into Google Search, YouTube, or Gmail, you can show them ads. This article explains the steps you need to follow to create and manage your lists, along with the requirements. 35@GyiTsakalakis @DFWSEM #StateofSearch https://support.google.com/adwords/answer/6276125
  36. 36. 36@GyiTsakalakis @DFWSEM #StateofSearch
  37. 37. 37@GyiTsakalakis @DFWSEM #StateofSearch
  38. 38. 38@GyiTsakalakis @DFWSEM #StateofSearch
  39. 39. 39@GyiTsakalakis @DFWSEM #StateofSearch
  40. 40. 40@GyiTsakalakis @DFWSEM #StateofSearch
  41. 41. 41@GyiTsakalakis @DFWSEM #StateofSearch What, you all don’t know about beacons?
  42. 42. 42@GyiTsakalakis @DFWSEM #StateofSearch
  43. 43. 43@GyiTsakalakis @DFWSEM #StateofSearch Integrate your budgets. Owned Earned Paid
  44. 44. 44 Print TV EMAIL SEM Social Strategy Integrate your team. @GyiTsakalakis @DFWSEM #StateofSearch
  45. 45. 45@GyiTsakalakis @DFWSEM #StateofSearch Thank You Questions?

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