LSA Bootcamp San Francisco: Elements of a Successful Digital Marketing Strategy

Building a Successful
Local Digital Marketing
Strategy in San Francisco
Jeff Biesman & Ben Tyson
March 6th, 2016

Intro
2
Background
Ben Tyson
10 years in digital marketing
Joined Google in 2013 to focus on training
for Strategic Partnerships for Small-Medium
Business/Local Channel.

4
Susana Zialcita
11 years in digital marketing
Joined Google in 2015 to focus on bringing
online advertising to small-to-medium
businesses. Prior to Google, worked at
Disney and received an MBA from UCLA.
Background
Intro

5
Jeff Biesman
22 years of total marketing experience.
Former President & CMO in small business
ecommerce verticals. Joined YP in 2014
as Vice President of Marketing for the local
business channel.
Background
Intro

1954: Roger Bannister and the 4-Minute Mile

YP Proprietary Information: ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP
marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks
contained herein are the property of their respective owners.
Agenda
The Digital Challenge
Understanding Today’s
Customer
Where Do You Start
DIY vs.
Provider/Investment

Agenda
Customer
Where Do You Start
DIY vs.
Provider/Investment

Online marketing can be confusing. YP helps you cut through
the clutter & makes marketing easy.

Agenda
Where Do You Start
DIY vs.
Provider/Investment
Customer

Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014

1987

1989

1998

20%
increase in mobile's share
of online sessions
29%
increase in mobile
conversion rates
18%
decrease in time
spent per visit

I-WANT-TO-GO
MOMENTS
of mobile users turn to a search
engine when looking for a local
business
increase in
“near-me” search interest
82%
2x

Mobile users exhibit strong buying intent
have searched for
local information
of these people act
within 24 hours
90%
97%

In fact…
• 56% of mobile searchers call a business
• 54% of mobile searchers make a purchase
• 51% of mobile searchers visit a store
• 59% of mobile searchers visit a retailer website
• 59% of mobile searchers share information
• 61% of mobile searchers continue researching
Source: Google/Nielsen Life360 Mobile Search Moments, Q4 2012.
The Mobile Power Hour: Within 60 minutes of searching

Mobile users respond to advertising

Buy festival tote
for Coachella
next weekend
11:15pm
On the bus,
read about
Coachella lineup
8:42am
Use flashlight app to
find dropped earring
11:09pm
At bus stop, listen
to new music
playlist
8:30am At work, book
Coachella tickets
11:36amOn bus, check email
for sales this
weekend
5:29pm
Browse festival
styles on
YouTube
7:15pm
Wake up and
check today’s
weather
6:50am
At lunch, play
Scrabble while
waiting in line
1:33pm
Use maps to get
directions to
Creole food truck
1:13pm
150X
per day
They are habitual

Micro-moments
7:15am Find open coffee bar
7:53am Watch how-to fix bathroom
video
8:59am Directions to Home Depot
10:07am Read about best running
shoes
1:23pm Watch video on marathon
5:38pm Look up flights to
Stockholm

Micro-moments have changed the consumer journey
Immediacy
of action
Acting on any stimulus,
whenever we’re
motivated to
High
expectations
for relevance and for
frictionless experiences
Unscripted
decisions
More loyalty to the
need in the moment vs. a
brand

Agenda
DIY vs.
Provider/Investment
Customer
Where Do You Start

The Bay Area consumer – local business digital divide
1

2

3

4

Here’s where you need to start
1 2 3

A mobile responsive site will support your success
57% of users say they will not
recommend a business with a poorly
designed mobile site 1
57% Beginning April 21st , 2015 Google changed
their algorithm to expand their use of
mobile-friendliness as a ranking signal in
mobile search results 2

Search Engine Marketing (SEM) delivers ROI

Agenda
Customer
Where Do You Start
DIY vs. Provider/Investment

How to manage effectively at scale?
Search
Video
Mobile
Offers
Local
Site
Display
300 x 250
Social

Why are partners the way to go?
Partners like YP help local businesses address the marketing
challenge by providing expertise, insights and scale
What SMBs Want:
• Human interaction
• Simple ad product
• Clear value proposition for online fund shift
• Advertising solutions customers want
• Brand, quality, reach and results
• Experts in search and digital advertising solutions
• End to end solution covering all online marketing channels

Where should I invest online?
Search
31.5%
Video
Display
12.6%
Other
Display
9.3%
Classified
/ Verticals
46.6%
Search
28.5%
Video
Display
24.5%
Other
Display
4.4%
Classified
/ Verticals
42.6%
2015 Ad Spending Share by Media
Total: $23.52 Billion
2019 AdSpending Share by Media
Total:$30.11 Billion
Source: 2015 BIA Kelsey Research

How much should I spend? – The case for search engine
marketing
Getting
Started
Growing
Your
Business
At Scale
$300 - $500 Up to $9,999 $10,000+

Thank you

LSA Bootcamp San Francisco: Elements of a Successful Digital Marketing Strategy

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