LSA Bootcamp Atlanta: Mobile Marketing - What You Need to Know (Yahoo)
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Transcript of LSA Bootcamp Atlanta: Mobile Marketing - What You Need to Know (Yahoo)
1
Mobile Marketing: What You Need to Know
Faith Murphy | Yahoo Sales Director
LSA Bootcamp Atlanta | August 30, 2015
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Key Mobile Insights
Mobile Shopping Habits
Q&A
1
2
3
Agenda
3
(Anecdote)
4
Mobile search is a daily habit
87%of smartphone
owners access the Internet daily
55%conduct more
than two mobile searches per day
79%use a search
engine at lease once per day
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Effectiveness of digital marketing according to small business owners
20%
43%
32%
Effective
Not Effective Very Effective
4% n/a
6
Small businesses plan to spend more on digital marketing
16%
37%47% Yes
Maybe
No
7
Mobile overtakes desktop search
020406080
100120
2011 2012 2013 2014 2015 2016
Mobile Desktop
Sear
ches
(Bill
ions
)
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U.S. mobile searcher growth
% of mobile phone users
Mobile phone search users
2014
53%
134M
2015
61%
157M
2016
68%
177M
2017
74%
197M
2018
77%
208M
99Yahoo 2014 Confidential & Proprietary. 9
Mobile is key to online marketing
50%
of digital search ad spending will occur on mobile in 2015
of mobile searches trigger follow-up actions (store visit, purchase)
73%
10Yahoo 2015 Confidential & Proprietary.
mobile search activity peaks at the weekend and early
evening
of mobile internet users use search from their mobile
device
86%
Mobile brings utility, convenience, and locality to search
9 billion minutes spent a month, or more than an hour
each, on search
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Today’s buyer is a multiplatform searcher
of mobile product info searchers also made a related search on another device
75%
12
Mobile search has become an integral part of shopping
research products weekly on a device
83%
research products daily on a device
49%
make a purchase weekly on a device
24%
13
Consumers use mobile search to choose where to shop
94%
56%73%
increase in searchers using “near me” in the past 6 months
of them visited the store within 5 hours
of those searching for a nearby store visited the store
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Mobile searchers took follow-up actions after searching
continued research66%
conducted related searches59%shared info50%
visited website79%checked prices69%
found store directions28%called store18%discussed search
with someone else65%
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Mobile searchers click the top of mobile search results
selected result near the top69%
22%› selected result further down
16
Search is at inflection point
56%
52%68%
said search results often lead to unexpected new ideas
said that mobile search helps them make better buying decisions
said that mobile searchintroduces them to new brands
46% said even when they know what they’re looking for, search ads remind them of brands to consider
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Set your goalsKnow your targetBe mobile responsiveWork with partners4
Key takeaways