how small business can connect with the always connected consumer

© 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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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





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?

20%

11%

8%

7%7%

6%

5%

5%

4%

4%

4%

3%

3%

3%3%

2%

2%2%

Company webiste

Full time marketing resource

Direct marketing

Paid search advertising

TV advertising

Social Media

Search Engine Optimisation (SEO)

Online display advertising

Print Newspapers

Leaflets/Flyers

Coupons/promotional

Mobile site or app

Yellow Pages

Outdoor/Billboards

Radio

Blogs

Magazines

Online reviews


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




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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