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Business Concepts with Prezi: The "Flow"

Interested in Prezi design or training? Check out: http://www.puffingston.com | ☏ 512-960-3715 | ✉ info@puffingston.com
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on 8 July 2016

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Transcript of Business Concepts with Prezi: The "Flow"

80%
of
Consumer Spending
15
takes place within
miles of the home.
- - - - - - - - - - - - - - -
Defining
the
Local
Opportunity
- - - - - - - - - - - - - - -
Google
Forrester
Analytics
John Smith
CEO
Global Industries
jsmith@email.com
555-555-5555

Understanding Consumers'
Local Search Behavior
Consumers Search for a Variety of Local Information
54%
Business
Hours
53%
Directions
to Store
50%
Local Store
Address
42%
Business Hours
38%
Local Store
Address
45%
Product
Availability
?
What We Learned
Consumers are searching for local information everywhere, on every device, at every point in the purchase process.
Smartphones
Computers
&
Tablets
You should make sure your product availability, address and directions appear in your ads across smartphones, computers and tablets.
- - - - - -
- - - - -
- - - -
Also, ensure your locations are listed in Google Places.
Advertiser Implications
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Consumer Choose Stores Close to Their Location
What We Learned
Local searchers are ready to act. Many visit a nearby location within a day and complete purchases at a higher rate than consumers who conduct non-local searches.
Smartphones
Computers
&
Tablets
You should use radius bidding to reach consumers near stores and build an attribution model for local searches.
Advertiser Implications
- - - - - - - - - - - - - - - - -
of consumers who searched for local information on a smartphone visit a store
within 5 miles.
72%
of consumers who searched for local information on a computer or tablet visit a store
within 5 miles.
66%
Customers Want Ads Customized to Their Location
67%
72%
want ads customized to their
city / zip code.
61%
70%
want ads customized to
immediate surroundings.
Thought Leadership Paper:
Qualitative Interview Insights
What inhibits local marketing success?
Need to make this as simple a strategy as possible
Not much thought put into it
Other projects more profitable
Need more local content
Need a partner that can help
Don't know about the tools
Justifying the shift from more traditional to local search strategy
Big work load
Buy-in to fund local search is still a struggle
Don't want to step on toes
Work in progress
Local has multiple meanings
Other corporate priorities
Missing some of the analytics
Limited by budget, resources
Prove its value
Any other reasons?
What are the benefits of a local strategy?
Intuitively know that local SEO effort is increasing activity in channel
Savings on media buy
Getting highly ranked
Brand consistency
Exposure
Tailors our message
Local SEO is a cheaper lead
Referrals and customer acquisitions
More qualified leads
The nature of the business makes it important
Differentiation
Helps 'own the market'
Dropping pay per ad search words by using local SEO
What do marketers need to implement a local strategy?
Integration with existing tools
Immature, but seeing success
Looking to keep it simple
Knowledge is on more 'global' SEO and only recently growing on local
One person devoted to local
Trying to figure it out
Adapting to a Dynamic Ecosystem:
Search, Social and Mobile
Other benefits?
Thank you!
Pushing our partners to keep their fingers on the pulse
Global Industries
Full transcript