1. Understanding the importance of digital marketing 2. Activating the right digital marketing levers for local retailers 3. Leveraging digital Co-Op marketing 4. Measuring the full value of digital marketing

2. 2

4. Our services span across all digital marketing channels, a truly holistic digital performance
marketing offering.
Paid Search Natural Search
Paid Social Performance
Display
Intelligent
Content
Data &
Analytics
Conversion
Optimisation

5. 1
2
3
4

19. ●
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●
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20. Local SEO
Why is it important ?
● Local customers rely on the
internet to find information
about your business.
● 88% of local consumers trust
online business reviews.
● 87% of people who search for a
local business will call or go to
that type of local business
within 24 hours.

21. Local SEO
The Ranking Factors
Authority
(Reviews, citations)
Relevancy
(Keywords, category)
Proximity
from searcher

22. ● Google My Business is a FREE listing
that Google makes available for all
businesses.
● Getting listed and optimising your
Google My Business page can help
increase your chances of showing up
high in local search results on
Google.
● Only 44% of businesses have
claimed their Google My Business
local listing
Local SEO
Example

23. Local SEO
What should local retailers do ?
1. Setup your Google My Business page.
2. Optimise all of your landing pages with
local keywords.
3. Ensure your NAP (name, address,
phone) remain consistent across the
web.
4. Generate genuine customer reviews on
Google, Yelp and Facebook
5. Focus on localized linkbuilding.

24. Mobile
Experience

25. Mobile Experience
What is it?
● Mobile has fundamentally changed
brand and store discovery.
● Mobile is now part of every consumer
journey, it is not only important to have
mobile optimised assets but a
mobile-first thinking.
● Mobile offers incredible opportunities to
reach consumers on the go, while
better understanding their context and
intent.

26. Mobile Experience
Why is it important?
● Mobile users has surpassed the number
of desktop users… 3 years ago.
● 50% of smartphone users use a map app
in order to find a business location.
● Online Experience: 80% of users will
bounce if your website is not displayed
after 3 seconds.
● In-store experience : 82% of shoppers say
they consult their phones on purchases
they’re about to make in a store.

27. Mobile Experience Example

28. Mobile Experience: Test your site
testmysite.thinkwithgoogle.com

29. Mobile Experience
What should local retailers do?
● Reach the right consumer on the go with
mobile preferred ads and targeting: bid
more aggressively on people physically
near your stores and measure actual visits.
● Provide elevated experiences: review all
assets to ensure the very best consumer
experience is being delivered on mobile.
● Get up to speed : respect the consumer’s
time by making sure your website loads
fast + rankings bonus !

30. Leveraging
digital Co-Op
marketing
SECTION 2

31. Co-Op definition
31
Co-op is the agreement between two
entities to share the costs of advertising
or to share advertising exposure for the
purpose of mutual gain
“ “

32. How a manufacturer like Beaulieu can work with
retailers for a digital Co-Op program
Large-sized retailer setup :
Retailers operate the co-op program
and brands support it
Small-sized retailer setup :
Manufacturers operate the co-op program
and retailers support it

33. Our experience in Co-Op Marketing
33

34. Budget: Paid by Samsung brand budget
Traffic: Directed to Samsung.com
Targeting: National
Audience: Consumers
KPI’s: Reach and Awareness
Activation: Activated by Samsung
Budget: Paid by Samsung Co-Op budget
Traffic: Directed to BestBuy.com/Samsung and store
Targeting: Local
Audience: Shoppers
KPI’s: Site Traffic, Store Visits and Sales
Activation: Activated by Best Buy
Co-Op definition : Branding Ad vs Co-Op Ad
Samsung & Best Buy Co-Op AdSamsung Branding Ad VS

35. Manufacturer run program
How does it typically work?
Manufacturer runs
The Co-op Program
and spends Co-Op
budget on the
behalf of the retailer
Manufacturer creates
(with iProspect) a Co-Op
program made up of
different packages to
meet the needs of
different sizes of
retailers
Retailer chooses the
most appropriate
package for their
need and gives Co-Op
budget to the
manufacturer
Manufacturer
shares sales data
and digital KPI’s
with retailer
1
2
3
4

36. Manufacturer driven program
How does it look in paid search?
Example: Beaulieu (Manufacturer) + Eglinton Carpets (Retailer)
Eglington
Carpets pays
for the Search
Ads
Beaulieu
activate and
manage the
Search Ads
hardwood flooring

37. Increase local digital footprint and share of voice in key
digital media channels.
Reasons for retailers to partake
in a Co-Op program
1
Drive additional sales and business.2
Gain greater insight into consumer buying behaviours for
specific products.3

38. Maximise brand presence across all retailers
Reasons for a manufacturer (like Beaulieu)
to partake in a Co-Op program
1
Avoid cannibalization with retail partners in search2
Strengthen commercial partnerships with retailers3
Control brand messaging4

39. Running a Co-op program with iProspect
In partnership with Google, we have
developed best-in-class Co-op business
practices and proprietary ad tech to
automate and streamline account
segmentation, reporting, attribution, and
management of a large number of media
funded campaigns.

40. The
full value
of digital
SECTION 3

41. The full value of digital marketing:
digital not only happens online
Digital investment
$1
Online
conversion
Your attribution
model stops here Offline
sales
New
customers
Branding
Total
value of
digital

42. The 3 keys to measuring the impact of online campaigns
on global business performance
A unique view of the
consumer
A complete measure
of the impact of
digital channels
1 32
Omni-channel KPIs

43. A Unique View of the Consumer
Key #1

44. The consumer journey is now a multi-channel and multi-device journey, and it is important to reach
those consumers throughout their journey at the right moment.
Multi-device: an emerging retail reality

45. Optimize your online strategy given your offline
initiatives (omni-channel) and vice versa
67%
of consumers use 3+
channels when shopping
consumers who use 3+ channels spend
+29%
more than those who use 1 channel
Source: Google Insights, 2016

46. Synchronize your data across digital channels
Example: Multi-device conversion
rate from Google Analytics

47. Omni-channel KPIs
Key #2

48. Have non-digital specific KPIs aligned with business
performance
Sales ($)
Return on ad spend
(ROAS)
Profits
Customer lifetime
value (LTV)

49. A complete measure of the impact of
digital channels
Key #3

50. Implement tools to measure impact of all aspects,
beyond just digital conversion
Digital
investment
1$
Online
Conversion
Your attribution
model stops here
Total value
of digital
Offline
sales
New
customers
BrandingHow to measure
this part?

51. Example: Store visit conversion metric from
Google Adwords
Use the Store visit conversion metric from Google Adwords
to measure the impact of your online ads on your offline sales
The consumer clicks on the Adwords
ad on their computer, mobile or
tablet
The consumer visits
the store within 30
days
A ‘store visit’
conversion is
reported

52. What is the impact for advertisers?
Canadian advertisers
using this function saw:
more in-store
visits than online
conversion
3X 4X
more in-store visits
via mobile

53. Drive-to-store campaign with a non e-commerce
brick and mortar retailer
41% of people who clicked on a mobile ad
visited a store
41%
$53
ROAS
6.4X
Every dollar invested in Paid Search generated $53
in-store.
6.4X more in-store visits generated by the same
campaign following its optimization

54. Conclusion
Elevate your digital marketing levers, especially in
local and mobile experience.
Enroll in Co-Op programs to make the most of your digital
marketing investments.
Implement frameworks and tools to be able to
measure the true impact of digital marketing.
1
2
3

55. Questions ?

56. iprospect.com/YHS
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