Sponsor Breakfast Presentation by Yext
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Sponsor Breakfast Presentation by Yext

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Yext provides local cloud-computing services for marketers to manage their geodata and content to connect it everywhere. Over 200,000 businesses, including dozens of Fortune 500 companies and top ...

Yext provides local cloud-computing services for marketers to manage their geodata and content to connect it everywhere. Over 200,000 businesses, including dozens of Fortune 500 companies and top retailers.

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Sponsor Breakfast Presentation by Yext Sponsor Breakfast Presentation by Yext Presentation Transcript

  • Local: The Mobile Call-To-Action How Marketers Can Use Local To Win Mobile
  • • Agenda Mobile is growing with local • Location as call-to-action • Recent innovation and activity • What’s next
  • 1. Local is the core of mobile 3
  • Mobile Search Is Local Search 50% of local search is mobile Neustar Localeze 15miles, March 2013 4
  • Mobile Influences Local Experience 88% of smartphone owners use it to find local information Keynote, 2012 5
  • 9 of the top 25 apps in the App Store use location
  • 7 Billion People Roaming The Planet, With 10 Billion Devices 2B 300M Tablets 1.4B smartphones PCs Today marketers can deliver their local message 7
  • FedEx – 9600 Main Street, Fairfax, VA 22031 (703) 323-0200 How? Adding Location 8
  • Local Marketing Drives To A Location Funnel Mobile Usage “coffee” “shoes” Discovery Decision Act “hotel” “4-star reviews” Decision “photos” “menus” “hours” PURCHASE Discovery “directions” Act “phone number” 9
  • Local Business Information On Mobile Name, Address, Phone Number $$$$ Driving Directions Price Compare 84% of 18-24 year olds compare prices in store Product Reviews 57% of 18-24 year olds look up product reviews All statistics from Milllennials in the Marketplace: A Generation Moving on its own unpredictable Path (eMarketer) 10
  • Mobile Drives Local Purchases 40% of in-person purchases include online research 55% 76% of purchase-related conversions occur within 1 hour of initial mobile search of purchasing decisions are made in person & locally Sources: Google, April 2012; Google, March 2013; POPAI, June 2012 11
  • 78%searches of mobile end in a purchase Neustar Localeze 15miles, March 2013
  • 2. Two Years Ago…
  • Maps Timeline September March Apple Acquires WifiSLAM Apple Maps in iOS6 2012 July 2013 December Google Maps returns to App Store Apple Acquires Locationary & HopStop June June Google Acquires Waze August Apple Acquires Embark
  • Mobile Fragmentation 15
  • Facebook’s Graph Search
  • Massive Investments in Local Apple Google Foursquare Amazon Facebook Yelp Yahoo Nokia Groupon Microsoft 17
  • 5 Layers of Local Innovation DATA TRANSACTION DELIVERY LOCATION INTERFACE ALGORITHM 18
  • Recent Activity in Local Google buys Waze Microsoft acquires HERE license Foursquare launches menu search Yelp Platform Uber raised $350,000,000 19
  • But, people don’t really buy on their phones 20
  • “There’s little e-commerce activity on mobile. Brands advertise to drive sales. But people aren’t buying stuff on their phones in any meaningful way” Jessica Lessin, former Technology Editor for WSJ 21
  • 3. What’s Next 22
  • Let’s use mobile to drive OFFLINE sales.
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  • The Yext Local Marketing Cloud With Yext, marketers localize their messages with connected local services like search, social, display, listings, landing pages and other surfaces. EASILY MANAGE 1000’S OF LOCATIONS CONNECT TO SEARCH DIRECT LISTINGS INTEGRATION CONNECT TO SOCIAL LOCAL CONTENT, YOUR WAY CONNECT TO DISPLAY Yext has more than 200,000 subscribers to the cloud. 30
  • Thank you!