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Mobile & Local Search Trends 2011
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Mobile & Local Search Trends That No Business Owner Can Ignore

Mobile & Local Search Trends That No Business Owner Can Ignore

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    Mobile & Local Search Trends 2011 Mobile & Local Search Trends 2011 Presentation Transcript

    • 2011 Mobile Search Trends
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • 4th Quarter Update (Oct-Dec 2011)Local Online Marketing
      By 
      Jarrah Robertson
      Managing Director
      Smart Media Innovations Pty Ltd
      Sydney, Australia
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Mobile & Local Search Trends That No Business Owner Can Ignore
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Traditional Advertising Effectiveness is Declining
      • Phone Directories
      • Newspapers
      • TV
      • Telemarketing
      • Direct Mail
      • Print Advertising
      • E-Mail
      • Where is yours?
      • Low ROI
      • Expensive Branding
      • Do Not Call Lists
      • 1-2% Yield
      • Rising Costs / Low ROI
      • Spam Filters
      *Increasingly harder to produce a positive ROI
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • More and More Consumers are Searching Online... First!
      • Searching for online Product Reviews
      • Local product and service Information
      • Discounts / coupons and comparing prices
      • Social Networking / Peer Influence.. Etcetc
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Businesses need to position themselves NATURALLY in the path of consumers – Rather than attempt to hunt customers down
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Where are your customers?What websites are they visiting?What activities are they interested in?What content are they consuming?How are they consuming it? Etc…
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Then position your product in the natural path of your customer behaviour
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • A great example of this is to simply optimise your website to rank at the top of search engines like Google, Yahoo and Bing for key search terms that your customers are already searching for!Then funneling that traffic toward your business (Naturally) and converting that traffic into leads and sales.
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Forget Branding!Branding should only be a natural by-product of your online marketing efforts*UNLESS you have a $100 Million+ Dollar Marketing Budget
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Let’s take a look at the Statistics…
      Local Online Search Statistics
      Mobile Search Statistics
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Local Online Search Statistics
      • 82% of local search engine users (Google/Bing Local Search) are seeking a local merchant to buy something offline - (comScore.com)
      • 74% of ALL online activity is in one way or another "related to local content” - (Google Insights)
      • 74% of ALL search engine users now use the internet when shopping locally for products and services - (Kelsey Group & ConStat)
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Local Online Search Statistics
      • 70% of search engine users will use local search to find offline businesses - (comScore.com)
      • 86%percent of online users will search for a local business at some point in time using the major search engines like Google, Yahoo and Bing - (Kelsey Group)
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • So there's no doubt that local search is one of the most prolific internet activities
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Let's take a look at Mobile Search Statistics…
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Mobile Search Statistics
      First, the size of the mobile market?
      • 4.2Billion mobile devices in use
      • 1.8 Billion Smartphones
      • 3.05 Billion are SMS enabled
      Here in Australia there are:
      • 9.73 MillionSmartphone users (and growing)
      • 24+Million mobile devices
      Source: Microsoft Tag, August 2011)
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Mobile Devices are Always With Us and Always Connected!
      Smartphone User Behavior – 2011 Statistics
      In one week:
      • 87% of US Smartphone users browsed the internet
      • 77% of users used a search engine on their mobile
      • 48% watched a video
      • 63% accessed a social network (connecting with their friends on Facebook, twitter etc)
      Source: Google Mobile Movement Study by Google and IpsosOTX MediaCT, Apr 2011)
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Popular Smartphone Uses
      • 89% use their mobile phone to stay connected (Email, Social networking sites, etc)
      • 82% use their mobile to research and read news
      • 75% use it to navigate and find directions to local destinations, shops and restaurants
      • 65% use it to keep entertained (listen to music, watch online videos, play online games)
      • 45% use it to manage and plan (finances and bills, dinner reservations, appointments and travel arrangements etc)
      Source: Google and Ipsos OTX MediaCT, Apr 2011)
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Websites Most Visited Via Mobile
      Search Engines Are The Most Visited Websites on Mobile Devices
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Types of Information People Look For While Searching the Internet on Mobile Devices
      Source:
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Reasons for Searching on Mobile Devices
      *Consumers Want Quick & Convenient Information When Searching
      Source:
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • More Mobile Web StatisticsWorth Noting…
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • 9 Out of 10 Users Will Take Action as a Result of a Mobile Internet Search
      • 68% will visit a business after searching
      • 54% will make a purchase as a result of a Smartphone search - usually within a day! (88%)
      Source: Google Mobile Movement Study by Google and IpsosOTX MediaCT, Apr 2011)
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Local Information Searchers are Ready to Buy!
      • 77% will contact a business
      • 61% will call after a Smartphone search
      • 59% will actually visit a physical store
      • 44% will make a purchase after searching for local information via their mobile device
      • 58% will use their smartphone to look up a business on a map to get directions
      • 54% will visit the business website after a smartphone search (I.e. Businesses must now have a mobile friendly website)
      Source: Google and Ipsos OTX MediaCT, Apr 2011)
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Nearly All Local Information Seekers Will Take Action Within a Day
      • 36% take action immediately
      • 39% will take action within a few hours
      • 88% will take action within a day
      Source: Google and Ipsos OTX MediaCT, Apr 2011)
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Over 90% of all local searches eventually yield a sale
      Source: Google and Ipsos OTX MediaCT, Apr 2011)
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Over 53% of ALL local searchers are performed on mobile devices(You can't ignore this trend!)
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • By 2014 - mobile internet usage will have overtaken desktop internet usageMore websites will be viewed on mobile devices than on desktop computers!
      (Where will you be? Businesses need to get ahead of the curve…)
      Source: Microsoft Tag, August 2011)
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • 29% of mobile users are open to scanning a mobile tag (QR code or Microsoft Tag) to get coupons(side note: Once you get that scan you can market to them through SMS and other ways to drive sales
       Test it out!
      Source: Microsoft Tag, August 2011)
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Over 200 Million views on YouTube EVERY DAY on Mobile Devices
      Source: Microsoft Tag, August 2011)
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Mobile is extremely important to consumers - because it enables us to access information at anytime, anywhere, and take action immediately!
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • The Bottom Line
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • The Statistics Speak for Themselves! Businesses can no longer ignore these trends.
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Businesses who fail to implement an effective mobile web and local search strategy, WILL be left behind!
      • Businesses will rapidly lose customers to their competition
      • They will forever be tied to expensive advertising and marketing methods just to survive
      • Or they will perish along side the 99% of businesses who eventually fail due to a lack of poor marketing
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • The New Online Marketing World Now Encompasses:
      • Local SEO (geo-targeted: PC web and Mobile)
      • Social SEO (Facebook, Twitter, Google+ etc)
      • Mobile SEO (Mobile Websites, Apps + SEO)
      Meld these 3 together - do it right the first time, from all angles
      and you will effectively connect with the higher percentages of your target audience
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Taking advantage of Local Mobile Search?
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
      • Step 1. have a dedicated mobile friendly website (or Web App) that renders properly for all Mobile devices, as well as optimised for mobile search engines
      • Step 2. optimiseyour current website for local search engine traffic
      (if you haven’t done so already)
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
      • Step 3. integrate your mobile marketing with your offline marketing – connecting print media to your digital media
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • The Choice Is Simple
      Either you…
      Optimise your business for the mobile web
      Or…
      2. Continue doing what you’re doing, lose market share, and risk going out of business altogether as smartphone usage continues to rise.
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • The Mobile Revolution is Here!2011
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Keep in mind…
      Optimisingyour business for Mobile is NOT as difficult (or expensive) - as many are lead to believe.
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • You just need the right information!
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • So what next?
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • If you’re interested in finding out how to properlyoptimise your business for Mobile AND local search engine traffic…
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Visit:
      www.MobileWebDesignSydney.com
      For a Special FREE Mobile Web Guide:"How to Have a Mobile Website Built Properly at the Lowest Possible Price” and a FREE local online marketing analysis as well as tailored recommendations designed to meet your specific business objectives.
      Your guide (valued at $69.95) will be sent to you by email, no cost, no obligation. And, if you opt to receive this guide today we’ll also offer a 15% discount coupon on any of our mobile web services in 2011 as a thank you for your interest.
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au
    • Mobilize Your Business Today!
      Visit:
      www.MobileWebDesignSydney.com
      © 2011 Smart Media Innovations | Mobile Web Presentation www.smibusiness.com.au