Gyi Tsakalakis: An Integrated Approach to Local

An Integrated Approach to Local

An Integrated Approach to Local Gyi Tsakalakis@gyitsakalakis1@GyiTsakalakis @DFWSEM #StateofSearch

Goals: 1. Fun 2. Bend the spoon Conceptual changes 3. Time for some action Tactics / Examples 4. Questions?1

2Marketing!@GyiTsakalakis @DFWSEM #StateofSearch

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3AwarenessResearchDecisionPurchaseFunneling!

@GyiTsakalakis @DFWSEM #StateofSearchE. St. Elmo Lewis

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4Blue Linkwww.yourwebpage.comHopefully a compelling description.

@GyiTsakalakis @DFWSEM #StateofSearch

We get stuck in the funnel mindset with our campaigns.4

5@GyiTsakalakis @DFWSEM #StateofSearch

When it happens, its good. But5

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It doesnt happen like that Consumer journeys dont fit into our nice clean funnels.6


60% of the time, numbers work all of the time.


*Source: Google/Ipsos MediaCT/Purchased, Research: Understanding Consumers Local Search Behavior, May 2014.Respondents were screened on smartphone usage and purchase behavior.






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1690% of all U.S. retail sales occur within physical stores.@GyiTsakalakis @DFWSEM #StateofSearch

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17Google search interest in "near me" has increased 34X since 2011and nearly doubled since last year. The vast majority come from mobile80% in Q4 2014.


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20@GyiTsakalakis @DFWSEM #StateofSearch- Galadriel

https://flic.kr/p/dGpBpb

I amar prestar aen - The world is changed.20


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@martyweintraub@GyiTsakalakis @DFWSEM #StateofSearch

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Relationships36.6%(+2.4 / -2.3)https://goo.gl/FcbpTOWeb16.5%(+1.9 / -1.8) Offline Advertising5.6%(+1.2 / -1.0)Hired Same Lawyer Again2.4%(+0.9 / -0.6)H/T: Mike Blumenthal


plus a change, plus c'est la mme chose - Jean-Baptiste Alphonse Karrhttps://goo.gl/uhs7oj

The more things change, the more they stay the same.25


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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:


292009: 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 #StateofSearchhttp://goo.gl/lz3WL7

30@GyiTsakalakis @DFWSEM #StateofSearchMobile has changed what we expect of brands. Its fractured the consumer journey into hundreds of real-time, intent-driven micro-moments.2015: Micro-Momentshttps://goo.gl/Ts49NV

Mobile has forever changed the way we live, and its forever changed what we expect of brands. Its fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is a critical opportunity for brands to shape our decisions and preferences.

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31@GyiTsakalakis @DFWSEM #StateofSearchhttp://goo.gl/JiY5bD

Multi-Channel Attribution Modeling: The Good, Bad and Ugly Models


IntentDeviceTimeLocation

Remarketing lists for search adsRemarketing 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.33https://support.google.com/adwords/answer/2701222@GyiTsakalakis @DFWSEM #StateofSearch

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.34https://www.facebook.com/business/help/341425252616329@GyiTsakalakis @DFWSEM #StateofSearch

Customer MatchCustomer 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 #StateofSearchhttps://support.google.com/adwords/answer/6276125

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What, you all dont know about beacons?

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43@GyiTsakalakis @DFWSEM #StateofSearchIntegrate your budgets.OwnedEarnedPaid

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PrintTVEMAILSEMSocial

StrategyIntegrate your team.@GyiTsakalakis @DFWSEM #StateofSearch

45@GyiTsakalakis @DFWSEM #StateofSearchThank YouQuestions?