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

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Marketing!@GyiTsakalakis @DFWSEM #StateofSearch

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Awareness
Research
Decision
Purchase
Funneling!@GyiTsakalakis @DFWSEM #StateofSearch
E. St. Elmo Lewis

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$
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Blue Link
www.yourwebpage.com
Hopefully a compelling
description.
@GyiTsakalakis @DFWSEM #StateofSearch

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

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*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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90% of all U.S. retail sales
occur within physical
stores.
@GyiTsakalakis @DFWSEM #StateofSearch

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Google search interest in "near me"
has increased 34X since 2011 and
nearly doubled since last year. The
vast majority come from mobile—80%
in Q4 2014.
@GyiTsakalakis @DFWSEM #StateofSearch

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- Galadriel
https://flic.kr/p/dGpBpb

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@martyweintraub
@GyiTsakalakis @DFWSEM #StateofSearch

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Relationships 36.6% (+2.4 / -2.3)
https://goo.gl/FcbpTO
Web 16.5% (+1.9 / -1.8)
Offline Advertising 5.6% (+1.2 / -1.0)
Hired Same Lawyer Again 2.4% (+0.9 / -0.6)
H/T: Mike Blumenthal

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25@GyiTsakalakis @DFWSEM #StateofSearch
plus ça change,
plus c'est la
même chose
- Jean-Baptiste Alphonse Karr
https://goo.gl/uhs7oj

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"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:
@GyiTsakalakis @DFWSEM #StateofSearch

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2009: “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 #StateofSearch
http://goo.gl/lz3WL7

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30@GyiTsakalakis @DFWSEM #StateofSearch
Mobile has changed what we expect of
brands. It’s fractured the consumer journey
into hundreds of real-time, intent-
driven micro-moments.
2015: Micro-Moments
https://goo.gl/Ts49NV

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31@GyiTsakalakis @DFWSEM #StateofSearch
http://goo.gl/JiY5bD
Multi-Channel Attribution Modeling:
The Good, Bad and Ugly Models

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Intent
Device
Time
Location

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REMARKETING LISTS FOR
SEARCH ADS
Remarketing 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.
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https://support.google.com/adwords/answer/2701222
@GyiTsakalakis @DFWSEM #StateofSearch

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

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CUSTOMER MATCH
Customer 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.
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https://support.google.com/adwords/answer/6276125

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What, you all don’t
know about
beacons?

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Integrate your budgets.
Owned
Earned
Paid

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Print TV
EMAIL
SEM
Social
Strategy
Integrate your team.
@GyiTsakalakis @DFWSEM #StateofSearch

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45@GyiTsakalakis @DFWSEM #StateofSearch
Thank You
Questions?