SMXLOMO Denver – Day 2 – Show Me the Money!!!

Moderator:
Greg Sterling, Founding Principal, Sterling Market Intelligence

Marketing Speakers:
Ian White, CEO, Urban Mapping
Shawn Riegsecker, Chairman & CEO, Centro
Justin Sanger, CEO, LocalLaunch
Alfred Chow, Head, Yellowbook

Justin Sanger, Local Launch

I can’t help but get caught up in some of the hype. “Context galactic scale” – thanks Google. He then said, “Talking about local search in 10 minutes is like spitting into the grand canyon.” Then said a few words to get Greg Sterling to actually blush! Really funny stuff.

Tremendous opportunities in the IYPs. Local and vertical are merging. Social networking is also converging with local. What is the differentiation of these local search sites? Even within Yahoo! you have a multitude of options. SMEs are overwhelmed and confused. The mission of marketplace consolidations – our goal is to remove the complexity not only for our small businesses but for our sales forces as well. The traditional relationships

$                                             Cost of Traffic                     $$$
Content>>Proprietary>>Organic/SEO>>Paid Placement>>Paid Search / SEM

Silos and advertisers don/t mix in local search!!!

You need to be inventory agnostic…

Shawn Riegsecker, CEO, Centro

Brand marketing increases future clicks. Newspaper growth is slowing in terms of rates of growth, national advertisers are exploding this year. Next will be the regional advertisers, which now comprise less than 3% of advertising.

Ian White, CEO, Urbanmapping

? Where the hell is the money?

7FTE, San Francisco based, geo-spacial data to enable advertisers

Why and what?

Technical limitations

User behavior

Search Engine “Keyword Lockdown”

GEO IP lookup “geotargeting” SUCKS

99% accuracy country level

95% accuracy state level

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