connecting with the always connected...

© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.

connecting with the always connected consumer


2

Welcome!

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Available on demand within minutes


Tina Stock | YP | Executive Director, Marketing tinastock.com @tinadstock.

About YP • YP is North America’s largest local search, media and

advertising company.

• Our mission is to help local businesses and communities grow.

• We generate 40 billion annual impressions on the YP Local Ad Network and have 3,000 marketing consultants helping over 570,000 businesses get, and keep customers.

meet your presenters.


meet your presenters.

• Opus Research/Internet2Go, Search Engine Land

• Search, local, mobile, social + indoor location

• Impact of digital media on real-world consumer behavior

• Twitter: @gsterling


Connecting with the always connected consumer

practical marketing series session 3

© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

the mobile consumer

always connected: there’s no more “offline”


smartphones: everyone has one.

Tablets/eReaders:

• Tablets: 101.6 million

• eReaders: 77.4 million

• 121 million adults

Smartphones:

• 70% penetration1

• 160+ million adults1

Expectation that smartphones will reach 90% penetration by end of 2016

Sources: 1. comScore (2014) 2. Pew Research Center/Opus Research


new reality.


no such thing as “offline”.

With smartphones, there’s no more “offline”


pc vs. mobile traffic.

Mobile devices now 30% of web traffic

Source: StatCounter May 2014


looms larger in local.

• 59% of searches on Yelp are from mobile devices

• 50% of search on YP’s network is from mobile devices

• Google Maps has more mobile than PC users

• ~50% of Groupon transactions (North America) came from mobile

• More than 50% of search traffic on Zillow is from mobile devices

Source: Company data, public filings


device market share.


Source: comScore February 2014

• Android 52.1%

• Apple 41.3%

• BlackBerry 2.9%

• Microsoft 3.4%

• Other 0.2%

Android winning the handset battle


traffic share.

Source: StatCounter May 2014


mobile now ‘primary screen’.

May 2013:

US internet time on mobile devices exceeded internet time spent on the PC

February 2014:

• US adults spent 34 hours per month using the mobile internet on smartphones

• They spent 27 hours on the PC internet

Source: comScore (May 2013); Nielsen (Feb. 2014)


multiscreen usage.

Source: Google-IPSOS Q2 2013, n=1,600 US adults

• 90% use screens sequentially to accomplish a task

• 98% of that activity happens within the same day

• Different “start screens” for different types of activities


mobile users ‘ready to buy’.


Source: Telmetrics-xAd “path to purchase” study conducted by Nielsen (2014)


low ‘conversions’ hide mobile impact.

Source: ShopVisible; data compiled across client base for all of 2013

Conversion Rates by Device Category


internet driven offline spending.

80%+ of internet users conduct online research before making offline purchases

Source: Greg Sterling/Opus Research, BIA/Kelsey (2012 – 2013)


smartphones used in stores.

• Opus Research: 83% use smartphones in stores (Q3 2013)

• Pew Research Center: 72% use smartphones in stores (Q4 2012)

• JiWire: 80% used mobile devices in stores for shopping (Q2 2013)

• Thrive Analytics: 89% use smartphones while shopping at least sometimes (Q1 2014)


small biz adoption of mobile

some adoption, lots of confusion


mobile marketing: last 6 months.

2%

8%

9%

13%

18%

64%

0% 20% 40% 60% 80%

Others

Mobile search ads

Display ads on mobile ad network

Mobile application or website development

Coupons/discount promotions

We have not run any mobilepromotions/marketing

Source: Opus Research SMB marketing decision makers survey (2013) n=1,255


mobile – a ‘nice to have’?

21%

57%

22%

0%

10%

20%

30%

40%

50%

60%

Must have A nice to have Don’t know


Do you believe mobile marketing is a ‘must have’ or a ‘nice to have’?


mobile – a ‘nice to have’?

49%

20%

30%

0%

10%

20%

30%

40%

50%

60%

Attracting newcustomers

Enhancingexisting customer

relationships

Don’t know

Mobile is for attracting new customers or enhancing existing customer relationships?



agree or disagree?

17%

32%

42%

43%

43%

69%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Mobile marketing is simply a new fad that wontlast

Mobile marketing is more effective than otherforms of digital marketing

Mobile marketing is less expensive than otherforms of marketing

I don’t understand how to benefit from mobile marketing

My customers do not respond to mobilemarketing

Mobile marketing allows me to target and reachcustomers near my location

% Agree



marketing spending priorities.

If you had a significant increase in budget tomorrow, what ONE activity would you choose to spend that money on?


Company website


how to do less marketing.

Match your strategy to your style.


should you have an app?

in most cases the answer is probably “no”


apps used heavily for local.

81% 77%

MobilePhone

Tablet

• Most mobile phone and tablet searchers use apps to find/interact with local content

• Earlier comScore data suggested as much as 50% of “local search”

may be happening in apps

Source: comScore,15miles/Neustar Localeze Local Search Usage Study (2014)


apps dominate mobile web time.

Source: Nielsen 2014

Mobile consumer time spent: apps vs. mobile web


apps dominate mobile web time.

Source: Flurry 2014

Facebook the #1 App

time spent on iOS and Android connected devices


mobile web reach greater.

Source used for mobile product research

24% Mobile App

33% Specific

Mobile Site

73% Search Engine

Source: Local Corp/eTailing Group (2014) n=1,300 US smartphone users

Search and the mobile web have more reach than apps in many cases


app challenges.

• Dev cost: costs vary but range for basic apps is $4K to $10K

• Discovery/marketing: 1.2 million iPhone apps. Facebook app download ads most effective

• Retention: Many users download apps but abandon them relatively soon thereafter

• Frequency: Apps good for frequent usage (grocery, airlines) or high consideration purchases (cars, real estate), not good for occasional/casual purchases. But there may be internal or B2B-facing apps and use cases (suppliers, marketing)

• But – loyalty/payments: specific features may motivate app downloads and usage


getting found in mobile

focus on big sites and apps, where consumer traffic will be


search with an offline intent.

Source: Google, 2010 - 2012

40% - 50% 20%


types of content/data.

Source: Google-Ipsos n=4,500 US mobile users (2014)

What type(s) of information did you search for on your device(s) using search engines?


be found where consumers go.

• Map apps

• Directories/local search sites

• Search Engines

• Specialized sites/verticals


local data ecosystem.

This confusing chart shows that there are many local business data providers supplying listings to consumer sites

• Neustar-Localeze

• Acxiom

• Infogroup

• Google

• Facebook

• Yelp

• YP


‘sushi in denver’.

Local business data critical


‘seattle veterinarians’.

Most SMB websites not optimized for mobile


site/app creation resources.

A few DIY tools/resources:

• Duda Mobile

• Mofuse

• Wix

• Winksite

• Mobify

• Others

http://www.zdnet.com/blog/small-business-matters/14-diy-mobile-app-development-resources-for-small-businesses/2288

Simple app development:


email dominated by mobile.

Source: Movable Ink (Q1 2014)


avoid bad email experiences.

• Single column design

• Formatting often automatic or “mobile friendly template” via big providers

• Get rid of Flash – ASAP


advanced: adwords extensions.

Dynamically inserted extensions include: • Call extensions • Location extensions • Review/rating extensions • Social extensions


loyalty, coupons & payments.

In passing:

• Belly

• Five Stars

• Foursquare

• Swipely

• Square

• Groupon

• Bing

• Traditional coupon sources with mobile distribution


takeaways


recommendations.

• Make sure your business listings data are correct/complete and in all the major sites (+ for your industry)

- Automatically optimized

- Ensure your phone and address are present

• Look at your site on smartphones, tablets (see the world through your customers’ eyes)

• Develop a mobile site: responsive web design (but)

• Make sure email provider optimizes or has mobile templates

• Use AdWords extensions (if you’re doing AdWords)

• Use third party resources/tools


questions?

Thank you!

Greg Sterling @gsterling

© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners. © 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.

All other marks contained herein are the property of their respective owners.

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