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...
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 revie...
Local Business Information On Mobile

Name, Address,
Phone Number

$$$$

Driving
Directions

Price Compare
84% of 18-24 ye...
Mobile Drives Local Purchases

40%

of in-person purchases
include online research

55%
76%

of purchase-related conversio...
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 return...
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...
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
ph...
3. What’s Next

22
Let’s use mobile to
drive OFFLINE sales.
24
25
26
27
28
29
The Yext Local Marketing Cloud
With Yext, marketers localize their messages with connected local services like search,
soc...
Thank you!
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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 retailers.

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  • Sponsor Breakfast Presentation by Yext

    1. 1. Local: The Mobile Call-To-Action How Marketers Can Use Local To Win Mobile
    2. 2. • Agenda Mobile is growing with local • Location as call-to-action • Recent innovation and activity • What’s next
    3. 3. 1. Local is the core of mobile 3
    4. 4. Mobile Search Is Local Search 50% of local search is mobile Neustar Localeze 15miles, March 2013 4
    5. 5. Mobile Influences Local Experience 88% of smartphone owners use it to find local information Keynote, 2012 5
    6. 6. 9 of the top 25 apps in the App Store use location
    7. 7. 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
    8. 8. FedEx – 9600 Main Street, Fairfax, VA 22031 (703) 323-0200 How? Adding Location 8
    9. 9. 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
    10. 10. 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
    11. 11. 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
    12. 12. 78%searches of mobile end in a purchase Neustar Localeze 15miles, March 2013
    13. 13. 2. Two Years Ago…
    14. 14. 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
    15. 15. Mobile Fragmentation 15
    16. 16. Facebook’s Graph Search
    17. 17. Massive Investments in Local Apple Google Foursquare Amazon Facebook Yelp Yahoo Nokia Groupon Microsoft 17
    18. 18. 5 Layers of Local Innovation DATA TRANSACTION DELIVERY LOCATION INTERFACE ALGORITHM 18
    19. 19. Recent Activity in Local Google buys Waze Microsoft acquires HERE license Foursquare launches menu search Yelp Platform Uber raised $350,000,000 19
    20. 20. But, people don’t really buy on their phones 20
    21. 21. “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
    22. 22. 3. What’s Next 22
    23. 23. Let’s use mobile to drive OFFLINE sales.
    24. 24. 24
    25. 25. 25
    26. 26. 26
    27. 27. 27
    28. 28. 28
    29. 29. 29
    30. 30. 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
    31. 31. Thank you!
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