This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive, in Charlotte 7/26/15. For more about the event and for a look at future events visit www.LSABootcamp.com.

1. Date:
07/26/2015
Speaker:
Ben Tyson & Jeff Biesman
Building a Successful
Digital Marketing
Strategy

2. Google Confidential and Proprietary
Intro
Background
Ben Tyson
10 years in Online industry with Google,
Hearst Media, and SuperMedia.
Joined Google in 2013 to focus on training for
Strategic Partnerships for Small-Medium
Business/Local Channel.
2

3. Google Confidential and Proprietary
3
Jeff Biesman
22 years of total marketing experience.
Former President & CMO in small business
ecommerce verticals. Joined YP in 2014
as Vice President of Marketing for the local
business channel.
Background
Intro

4. Google Confidential and Proprietary
1954: Roger Bannister and the 4-Minute Mile
Google Confidential and Proprietary 4

5. Google confidential | Do not distribute
Agenda
The Digital Challenge
Understanding Today’s Customer
Where Do You Start
DIY vs.
Provider/Investment

6. Google confidential | Do not distribute
Agenda
The Digital Challenge
Understanding Today’s Customer
Where Do You Start
DIY vs.
Provider/Investment

7. YP Proprietary Information (Internal Use Only): ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are
trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

8. Google confidential | Do not distribute
Agenda
The Digital Challenge
Understanding Today’s Customer
Where Do You Start
DIY vs.
Provider/Investment

9. Google Confidential and Proprietary
Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014

10. Google Confidential and Proprietary
1987...

11. Google Confidential and Proprietary
1989...

12. Google Confidential and Proprietary
1998...
Mobile

15. Google Analytics aggregated data, 2014-2015 for April 1-14, US
20%
increase in mobile's share
of online sessions
29%
increase in mobile
conversion rates
18%
decrease in time
spent per visit

16. I-WANT-TO-
GO
MOMENTS
of mobile users turn to a search
engine when looking for a local
business
increase in
“near-me” search interest
The Consumer Barometer Survey 2014/2015, US, n=1,000, based on internet users
82%
2x

17. MOBILE USERS EXHIBIT STRONG BUYING INTENT
have searched for
local information
of these people act
within 24 hours
90%
97%

18. IN FACT…
• 56% of mobile searchers call a business
• 54% of mobile searchers make a purchase
• 51% of mobile searchers visit a store
• 59% of mobile searchers visit a retailer website
• 59% of mobile searchers share information
• 61% of mobile searchers continue researching
Source: Google/Nielsen Life360 Mobile Search Moments, Q4 2012.
The Mobile Power Hour: Within 60 minutes of searching

19. Mobile Users Respond to Advertising
Structuring An Account For Success

20. Buy festival tote
for Coachella
next weekend
11:15pm
On the bus,
read about
Coachella lineup
8:42am
Use flashlight app to
find dropped earring
11:09pm
At bus stop, listen
to new music
playlist
8:30am At work, book
Coachella tickets
11:36amOn bus, check email
for sales this
weekend
5:29pm
Browse festival
styles on
YouTube
7:15pm
Wake up and
check today’s
weather
6:50am
At lunch, play
Scrabble while
waiting in line
1:33pm
Use maps to get
directions to
Creole food truck
1:13pm
150X
per day
They Are Habitual

21. **
Mobile: a way of life for consumers
Source: http://www.securenvoy.com/blog/2012/02/16/66-of-the-population-suffer-from-
nomophobia-the-fear-of-being-without-their-phone/

22. 7:15am Find open coffee bar
7:53am Watch how-to fix bathroom
video
8:59am Directions to Home Depot
10:07am Read about best running
shoes
1:23pm Watch video on marathon
5:38pm Look up flights to
Stockholm
Micro-moments

23. Google Confidential and Propriety
Micro-moments have changed the
consumer journey
Immediacy
of action
Acting on any stimulus,
whenever we’re
motivated to
High
expectations
for relevance and for
frictionless experiences
Unscripted
decisions
More loyalty to the
need in the moment vs. a
brand

24. Google confidential | Do not distribute
Agenda
The Digital Challenge
Understanding Today’s Customer
Where Do You Start
DIY vs.
Provider/Investment

25. Google confidential | Do not distribute
©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.
Charlotte’s Consumer – SMB Digital Divide

26. YP Proprietary Information (Internal Use Only): ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are
trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

27. A Mobile Responsive Site will Support Your
Success
57% of users say they will not recommend
a business with a poorly designed mobile
site 1
57%
Source:
1 “WhatUsers Want from Mobile,” Compuware, 2011.
2 Google Webmaster Central Blog, http://googlewebmastercentral.blogspot.com/2015/02/
finding-more-mobile-friendly-search.html
©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies.
All other marks contained herein are the property of their respective owners.
Beginning April 21st, Google changed their
algorithm to expand their use of mobile-
friendliness as a ranking signal in mobile
search results 2

28. YP Proprietary Information (Internal Use Only): ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are
trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

29. YP Proprietary Information (Internal Use Only): ©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are
trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.©2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

30. Google confidential | Do not distribute
Agenda
The Digital Challenge
Understanding Today’s Customer
Where Do You Start
DIY vs.
Provider/Investment

31. Search
Video
Mobile
Offers
Local
Site
Display
300 x 250
How to Manage Effectively at Scale?
Social
KNOWLEDG
E

32. Google Channel Sales Team
Requires proven performance at the highest level
Gannett: 1 of 21 Google Premier SMB Partners
Benefits include:
▪ Dedicated account management by
Google
▪ Ability to beta test new products and
features
▪ In-depth data and analytics provided
by Google

33. Google Confidential and Proprietary
Why are partners the way to go?
BIA Kelsey
Partners help SMBs for many reasons for lack of engagement,
including confusion and lack of time.
What SMBs Want:
• Human interaction
• Simple ad product
• Clear value proposition for online fund shift
• Advertising solutions customers want
• Brand, quality, reach and results
• Experts in search and digital advertising solutions
• End to end solution covering all online marketing channels

34. Google Confidential and Proprietary
Where Should I Invest Online?
Search
31.5%
Video
Display
12.6%
Other
Display
9.3%
Classified
/ Verticals
46.6%
Search
28.5%
Video
Display
24.5%
Other
Display
4.4%
Classified
/ Verticals
42.6%
2015AdSpendingSharebyMedia
Total:$23.52Billion
2019AdSpendingSharebyMedia
Total:$30.11Billion

35. Google Confidential and Proprietary
How Much Should I Spend? – The Case for
Search Engine Marketing
Getting
Started
Growing
Your
Business
At Scale
$300 Up to $9,999 $10,000+
ypSearch ypSearch +
MC2
ypSearchPro

36. Thank You!