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Here are 10 of the latest trends in the local media and marketing space.
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TITLE of PRESENTATION
September 25, 2014
Ten Critical Trends in
Local Media & Marketing
Overview
1. Mobile device usage and media time
2. Mobile payments and digital wallets
3. Connecting the digital and physical worlds
4. Location goes indoors
5. Location is the new cookie (for mobile targeting)
6. Social media impact on consumer purchase behavior
7. World of wearables
8. Personal assistant: mobile successor to search
9. Internet of things
10. Operational and transactional services for SMBs
11. Rise of resource sharing
Smartphones:
• 72% penetration in US
• 90% penetration by end of
2016 projected
• Larger-screen phones gaining
momentum
• 35% of aggregate web traffic
in US (mobile + tablet)
Source: comScore, Nielsen, StatCounter 2014
Mobile Device Usage
60%*40%
• *Apps claim majority of digital media time: 52%
• If ad revenue were more closely tied to time spent, 2014 digital revs would
be: mobile $29 billion; PC: $20 billion
• Time with apps, app sessions growing but not number of apps used
(roughly 27 per month on average – but most spend time with far fewer)
Source: comScore, Nielsen, Localytics, September 2014
Time Spent: Mobile vs. PC
Source: Company reports
Mobile Usage Bigger in Some Categories
• Pinterest: 75% of usage coming from mobile
• Retale: 80% of usage mobile
• Yelp: 59% of searches from mobile devices
• YP: 50% of search on YP’s network from mobile
• Twitter: 81% of revenue from mobile
Mobile Payments & Digital Wallets
Source: Changing Landscape of Mobile Payments- Apps, Wallets & Wearables, Thrive Analytics 2014
Current Situation:
Very Competitive Landscape
Source: Changing Landscape of Mobile Payments- Apps, Wallets & Wearables, Thrive Analytics 2014
Enter
Small Transactions, Significant Growth
• Starbucks- Mobile payments account for 15% of Starbucks US revenue. (Growing at 20% per quarter)
• PayPal- 15% of transaction volume ($27 Billion) was mobile last year. (3 years ago it was $600 Million)
• Top categories purchased include coffee, QSR items, groceries, tickets, etc.
Online-to-offline Sales/Visibility/Tracking
$305
$1,758
$2,637
2014
Pure Online Online Influenced Pure Offline
~34% ($593 Billion) Influenced by Mobile
Offline to Online Retail Sales (in Billions)
Source: eMarketer 2014
Greatest Challenge for Marketers
• 63% Cross Channel
Measurement & Attribution
Efforts to Connect the Digital & Physical World
• Datalogix has partnered with industry heavyweights like Facebook and Twitter to provide a link between digital ads and in-store sales.
• Placed Attribution measures the impact that mobile advertising has on in-store visits and traffic patterns.
• Owned by Google, Adometry specializes in being able to credit online ads with impacting consumers to take specific actions, such as purchasing products in-store.
• Acquired by Acxiom in May, LiveRamp is a data on-boarder that provides marketers with ways to unify their customer databases across disconnected digital marketing applications.
Location Goes Indoors
Macy’s decided to roll out iBeacons
in all its 4,000 locations.
• Retail stores, malls
• Entertainment venues, casinos, amusement parks
• Airports
• Stadiums and arenas
• College campuses
• Hotels
• Hospitals
• Museums
• Others
Varied set of use cases, categories and industries that can benefit
from indoor location:
Source: Macy’s
Location Is the New Cookie
Toyota campaign: Ads only shown to qualified audiences
within a certain proximity of local Toyota dealers. Ads feature
different incentives or interest rates.
Primary uses of location are to determine which interest rate to
serve and for geofencing (based on prior qualification)
Ad creative (interest rates) dynamically served
Landing pages tie in to local dealers, inventory
Location increasingly used to
identify audiences and for
retargeting or behavioral
targeting
Mostly the background (display)
Source: Toyotal, Opera MediaWorks
The World of Wearables
• $6 Billion 2014- $30 Billion by 2018
• Reducing friction points
• Changing business models
• New ways to gather information/search
• Privacy issues
• Apple Watch?
• Paying via wearable device?
Social Media Impact on Purchases
Consumers often say social media has limited impact on buying decisions
How much does social media typically influence your purchase decisions?
Source: Gallup 2013, n=1,000
Social Media Impact on Purchases
Yet other data
argue social media
has a meaningful
impact
Source: Vision Critical 2013 review of internal/client data + 6,000 consumer “interviews,” IBM survey 2014
2013 study from Vision Critical:
• 43% of social media users have purchased a product after sharing or favoriting it on
Pinterest, Facebook or Twitter
• Social drives roughly equal amounts of online and in-store sales
Facebook and Local Reviews
Source: Thrive Analytics (2014)
Facebook captures more local business reviews than Yelp, Google and other sites
Personal Assistant: Successor to Search
Key Trends:
• 60% of smartphone owners have used a digital assistant i.e.
Siri, Google Now or Cortana to search for Local Information.
• 63% of users use it at least weekly with over 50% being “on-
the-go”
• Top uses include:
– 66% Searching for up general information
– 65% Looking for directions
– 44% Finding weather information
– 31% Reminders/schedules and notifications
– 20% Finding deals for local products & services
Source: 2014 Digital Personal Assistant Report, Thrive Analytics 2014
The Internet of Things
Source: Jabil 2014
Source: Jabil 2014
• $1.9 Trillion in 2013 to $7.1 Trillion in 2020
• How will a smart home, car, etc. impact your clients?
The Internet of Things
Operational/Transactional Services for SMBs
Range of companies offering “operational services” to SMBs:
• Scheduling/appointments
• Payments
• Invoicing/work orders
• CRM-like services
Examples:
• Open Table
• Swipely
• HomeAdvisor Mhelpdesk
• Yelp platform
• Square appointments
• Groupon scheduler
• Pingup
• Reach Commerce/Club
Local
Resource Sharing/Crowdsourcing
Marketplaces that use excess “inventory” or capacity and
can be “disruptive.”
A few high-profile successes:
• AirBnB
• Uber, etc.
• Kickstarter (a cousin)
Numerous failures in the segment
But the model will continue to inspire startups