In the mobile era consumers are demanding authentic and locally relevant content from big brands. Sixty-seven percent of smartphone users want ads customized to their city/zip code and 61% want ads customized to their immediate surroundings.
The problem marketers of big brands have is how to do this type of localized marketing at scale. If you have hundreds or even thousands of locations it doesn’t seem accessible to customize each one of your ads to tailor to that audience. In this webinar we’ll discuss the value of localized marketing and how “not-so-local” brands can be doing this in a scalable way. Watch on demand: http://info.momentfeed.com/CampaignsWebinar.html
2. Overview
2
Derek Browers
VP of Product
• Relevance that drives offline conversion
• Closing the loop
• Scalable management
Goal: Understand the importance of localized marketing and tactics for deploying your own localized
3. Capture
unique local audiences for each
business location
Engage
consumers with authentic
messages by location
Measure
marketing performance at each
point of sale
The MomentFeed Platform
PinSync LocalVoice
Business
Intelligence
4. MomentFeed
4
Engage with local
communities
Improve customer
sentiment/service
Drive foot traffic
and ROI
Increase customer
engagement
Source locally
relevant content
Maximize organic
reach
7. 7
Why Facebook? Unparalleled Reach
“The study shows that those aged 25–34 lead the way in
smartphone usage, comparing prices, reading reviews, buying
products and engaging with brands on social media while in-store.”
Facebook is the
perfect starting
point for a mobile
strategy
1.01 billion
Facebook mobile
users
17% of mobile
time spent is on
Facebook
Omnicom
Users are
spending 2 hours
and 42 minutes a
day on mobile
devices
8. Compare to Traditional Advertising
8
$32.00
$20.00
$8.00
$7.00
$2.75
$0.75
$0.25
0 10 20 30 40
Newspaper
Magazine
Radio
Cable TV
Google AdWords
LinkedIn Ads
Facebook Ads
Cost to reach 1000 people
12. 12
How Brands Use Facebook Today
“Clicks don’t matter. There is zero
correlation between online clicks and
offline ROI.”
-Ted Zagat, Facebook
13. How Brands Use Facebook Today
• Used to be only a few ways to reach your site - now there are many
• The modern path to purchase is across devices, platforms, and sites
• Last click ignores the supporting players
13
Last-click attribution models are flawed
Customers interact with a
brand 4.3 times over a 2 day
period before finally making a
purchase
Roughly 40% of clicks on
mobile ads are accidental
(Mobile Path to Purchase
Study)
In 2012 Google studied the
purchase path of 3,000
shoppers - all 3,000 took a
different path to purchase
14. How Brands Use Facebook Today
Clicks
14
= Sales
Sales Lift
Click-Through Rate
Source: Nielsen
15. 15
4 in 5 consumers
say they want ads
customized to their
location
Source: Google, Understanding Consumers’
Local Search Behavior, May 2014
16. Local Relevance Equals Revenue
16
Location-Based Ads Lead Consumers to
Visit Stores or Make Purchases
visited stores /
made purchases
made unplanned
visits to stores /
made purchases
32% 19%
Source: Google, Understanding Consumers’ Local Search Behavior, May 2014
17. Customers Use Location Information
17
Computer/Tablet Smartphone
use local
address
or phone
number
use get directions
61% 68% or call button
18. Consumers Say It’s Important
18
73%
Think
Get Directions
is important
78%
Think
Local Address
is important
70%
Think
Call Button
is important
77%
Think
Phone Number
is important
Smartphones
Computer/Tablet
20. Quantifying the ROI on Ad Spend
• Allows brand to market to defined geographic markets
• Ability to provide higher quality content
• Reduction of wasted impressions
20
24. • Use customer lists from
a transaction-aware
CRM system to build
Facebook audiences
and measure
conversions
• Target advertising to
people with similar
characteristics to your
existing customers and
prospects
Ad Spend
24
CRM-Based Custom Audiences
CRM
Custom
Audiences
Ad
Platform
Store
Offline
Conversion
Consumer Facebook
Ad Campaign
Transaction
Data
25. Facebook Conversion Pixel
Drop Facebook’s pixel
on location-specific
order pages to see if
customers that viewed
your ad on Facebook
went on to place an
order online.
25
Ad Platform
Spend
Facebook
Facebook
Conversion
Pixel Data
Campaign
Local Order Page Consumer
Online Purchase
ROI Data
27. What if you could tailor every
National Campaigns Today
ad to its local audience?
28. 28
Unprecedented
Relevance & Reach
The Old Spaghetti Factory
Hello Salt Lake City! Come try our
NEW Italian Sausage Cannelloni for
a limited time only. See you soon! -
Jeff Murray, GM of the OSF at 189
Trolley Sq.
• Segment 1.35 billion
consumers at the store level
• Launch campaigns targeted to
hundreds or thousands of
locations at once
• Automate content localization
for maximum engagement &
ROI
29. Welcome to MomentFeed Campaigns
29
Simple, 3-step
creation process
Objectives that drive
real business ROI
30. 30
Localized Advertising Made Simple
Real-time
audience
estimation
Preview multiple
ad placements
31. 31
Measure ROI in Real Time
Drill down to
location-level ad
performance data
Track the value of
each ad action
Easily compare
campaign metrics
ROI measurement
on each campaign
33. Success Story
33
Driving ROI at the Point of Sale
Transactions
7,164
more customer
transactions
Sales Growth
4.7%
increase in post-Easter
sales growth
Localized Facebook Advertising
Local Reach
650,000
unique local
customers reached
ROI
30x
on Facebook
ad spend
The Old Spaghetti Factory used localized Facebook content and
targeting in their ads, driving business results in foot traffic and sales
34. The Solution
34
19 pilot locations published localized ads targeted to fans and
friends of fans closest to each individual location
St. Louis, MO
35. The Results
650,000 Unique Local Customers Reached
Across 19 pilot locations, The Old Spaghetti Factory was able to reach more
than 650,000 unique Facebook users that lived near one of their restaurants
36. The Results
36
Significantly More Customer Transactions
7,164
Net Gain
in customer transactions
for the Pilot Group
2187.5
0
-2187.5
-4375
-6562.5
-8750
-6,464
697
Control Group Pilot Group
37. The Results
37
18%
14%
11%
7%
4%
0%
4.7%
higher
Pilot Group Control Group
2013 Recovery 2014 Recovery
2.4%
lower
Higher Post-Easter Sales Recovery
38. The Results
38
30x
ROI*
Clear ROI on Facebook Ad Spend
Spend Revenue
*The top two positive outliers were removed from the pilot group this ROI analysis
39. The Response
39
“MomentFeed’s platform made it easy for us to produce real
business results through localized ads. It's easy to assume that
localized marketing would be impactful, but until now it's been
hard to execute at scale, let alone prove. The pilot provided us
with a clear picture of the return on our Facebook ad spend --
including a clear increase in real customer transactions in our
restaurants. It clearly demonstrated the impact a Facebook ad
campaign can have when you provide a relevant, local call to
action to the communities you serve.”
Ryan Durrett
Director of Marketing
OSF International, Inc.
40. Solving the Local Advertising Challenge
40
Challenges Solutions
Targeting to the individual
location level
Closing the loop
Relevance at scale
Automated targeting to the individual
location level drives customers to
specific points of sale
Ability to measure and track real
results including sales, transactions,
and ROI directly from the
MomentFeed dashboard
Dynamic localization of content
ensures relevance for any audience
42. Owning the
Mobile Consumer
Derek Browers
VP, Product
derek@momentfeed.com
Notes de l'éditeur
The modern path to purchase is across devices, platforms, and sites.
But if you're only looking at the final interaction that happens before a purchase, you might miss some of the most important engagement events with your brand that led to a purchase. Last-click attribution is looking at your marketing with one eye closed, whereas looking at the entire customer journey is seeing it clearly.
Last click ignores the supporting players. Crediting just the last click prior to conversion greatly undervalues your digital marketing program.
http://www.clickz.com/clickz/column/2241040/3-reasons-to-go-beyond-lastclick-attribution
http://www.portent.com/blog/analytics/rip-last-click-attribution.htm
http://marketingland.com/offers-local-relevance-biggest-drivers-mobile-ad-clicks-93500
A big focus for us here at MomentFeed has always been the real business results that can be driven through localized marketing.