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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please contact: tstock@yp.com
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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 mobile
promotions/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 new
customers
Enhancing
existing 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 wont
last
Mobile marketing is more effective than other
forms of digital marketing
Mobile marketing is less expensive than other
forms of marketing
I don’t understand how to benefit from mobile
marketing
My customers do not respond to mobile
marketing
Mobile marketing allows me to target and reach
customers 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%
Mobile
Phone
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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