Transforming Mobile Searches Into Sales: The Hype Around Beacon Technology Moderator: Chris McDonagh, Product Manager Marketing, DMD Speakers: Greg Sterling, VP Strategy and Insights at Local Search Association Warren Raisch, Chief Customer Officer at Rio SEO
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Rio SEO Webinar: Transforming Mobile Searches Into Sales: The Hype Around Beacon Technology
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Transforming Mobile Searches Into Sales: The Hype Around Beacon Technology
Moderator: Chris McDonagh, Product Manager Marketing, DMD
Speakers:Greg Sterling, VP Strategy and Insights at Local Search AssociationWarren Raisch, Chief Customer Officer at Rio SEO
@rio_seo / #rioseo
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Viewing Tips
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Today’s Presenters
Warren Raisch, Chief Customer Officer Rio SEO
Greg Sterling, VP Strategy and Insights Local Search Association
@rio_seo / #rioseo
Why beacon technology is just a piece of plastic unless you have an online-to-offline strategy in place
How the experience of using a mobile wallet compels consumers to buy
How to be present in the mobile moments of need
Alternatives to beacon technologies
The impact of Apple’s i0S 9 release on mobile ad blocking
What You’ll Learn
Why Mobile Matters
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Key Stats
Earlier this month Google’s Amit Singhal, Senior VP of Google Search stated that “more Google search queries take place on mobile devices than on computers including the US and Japan.” 1
4 out of 5 consumersuse a smartphone 3
50% of local searches lead mobile users to
visit a store within 1 day2
60% of our digital media time is spent on smartphones 4
• Look at what these micro-moments look like for your business and what’s happening or not happening in them today.
• Do these micro-moments match consumers intent and context in the moment?
• Are they optimized for the screen in hand?
• Is there a direct path toward desired outcomes?
“These micro-moments are critical touchpoints within today’s consumer journey, and when added together, they ultimately determine how that journey ends.” - Google
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Beacon Attraction
Why Are Beacons Getting A Lot Of Attention?
• 71% of organizations with three or more years of experience driving
mobile strategy state that they plan to deploy beacons to enable
location context in the coming year.
• Only 23% of customers state that they are interested in sharing their
location information with retailers, mainly due to privacy concerns.
“A beacon without a strategy is just a piece of plastic”Source: Forrester: Win Your Offline Mobile Moments – By Adam Silverman, Julie A. Ask
Beacons: Benefits, Limitations & Beyond
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This Is a Beacon
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Many Makers of Beacons
• Dozens of beacon makers
• Perhaps 10 – 15 major manufacturers
• ~$30 per beacon
• Perception of beacon as commodity
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Technology + Standards
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How Beacons Work
Beacons placed in venue
Transmit one-way signal within close proximity to
enabled devices
• App to interpret signal downloaded• Bluetooth turned on• Notifications for app enabled
Device owner receives specific app-enabled notification
Source: Swirl survey of 1,000 smartphone-owning women shoppers from March 25-26, 2013.
“50% [of female in-store shoppers] would willingly share their mobile phone’s location and other personal information with a retailer in return for an in-store credit, gift, flash sale or early access to new styles.”
50%in-store female shoppers would share location
for offers, content, etc.
Will Share Location for Benefits
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Source: OpinionLab 2014 (n=1,024 US adults)
• Price discounts — 61%
• Free products — 53%
• Chance to win a big prize — 28%
• Better overall shopping experience — 24%
• Unlock new experiences/awards while shopping — 23%
• Personalized attention from store associates — 12%
What would motivate you to participate in “retail tracking”?
Will Share Location for Benefits
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Range of Indoor Tech
• IP-connected cameras
• WiFi
• Beacons
• Magnetic positioning
• LED lighting
• Acoustic
• Others
Beacons just one indoor location technology
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IoT: Digitizing the Physical World
Beacon Alternatives
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Mobile Wallets
“The vision is to replace the wallet”- Tim Cook, Apple CEO
The Next Big Channel!
• Increase mobile footprint
• Personalized relevance
• Locked in loyalty
• Cross channel connector
50% of shoppers have
approached the
Source: 1) eMarketer.
checkout with coupons on the
screens of their mobile devices 1
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It’s All About The Wallet
• Touch ID
• Credit Cards
• Drivers License
• Loyalty / Reward cards
• Membership cards
• Event tickets
Wallet Items
Source: MMA Research: “Mobile Wallets: The Next Big Channel
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Global Smartphone Adoption
• 2.1 billion smartphone subscriptions in 2014
• 23% year-over-year increase
• Smartphone subscription continues to see strong growth
Source: ITU. Details on Internet Users & Smartphone Subscribers
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Beyond The App
• Relevant – personalized and location-aware
• Convenient – store all of your coupons, cards, and event passes in one place
• Persistent, timely
Reach 100% Of Your Mobile Audience
Source: MMA Urban Airship Webinar “Mobile Wallets: The Next Big Channel
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Bridging Offline & Online
• Online search visits to actual in-store foot
traffic
• Connecting to apps
• Mobile wallet integration
• Offering immersive local experiences
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The Cross-Channel ConnectorConvenient, Ubiquitous Distribution.
• Email
• SMS
• Social
• Web Pages
• Mobile Pages
• Banner Ads
• QR Codes
• API
Source: MMA Research: “Mobile Wallets: The Next Big Channel
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MMS
Cross-Channel Connection Examples
EMAIL SMS
Source: MMA Research: “Mobile Wallets: The Next Big Channel
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Cross Channel Connection: Push To Pass
Use All Of The Existing
Messaging Capabilities
Within Your App:
• Notifications
• Landing Pages
• Message Center
• Interactive Notifications
Source: MMA Research: “Mobile Wallets: The Next Big Channel
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End Goal
• Track & Measure
• Be visible in the near-me mobile moments (NAP and hours of operation are findable)
• Create the next moment with search-optimized local landing pages that accelerate the path from search to service for customers who are searching and considering a purchase
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Poll QuestionWhat is the impact you think mobile ad blocking will have on the consumer? (check all that apply)
No effect at all
Some effect
A very big impact
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Rio SEO Open Architecture
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