MarketingBitz Bootcamp Phoenix: The Customer Journey: What You Need to Know (MarketingBitz)

© 2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. AT&T, the AT&T
Logo and all AT&T related marks are trademarks of AT&T Inc. or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
© 2017 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies.
All other marks contained herein are the property of their respective owners.
To Buy
or Not to Buy
What influences consumers during
the shopping process?
Holly Bowyer

Holly Bowyer
Ziplining expert as of August 1, 2016
Show picture of your own consumer
experience to help personalize it for the
crowd-see notes

Consumer behavior is changing

Buy festival tote
for Coachella
next weekend
11:15pm
On the bus,
read aboutCoachella
lineup
8:42am
Use flashlightapp to find
droppedearring
11:09pm
At bus stop,listen
to new music playlist
8:30am
At work,bookCoachella
tickets
11:36amOn bus,check email
for sales this weekend
5:29pm
Browsefestival styles on
YouTube
7:15pm
Wake up and
check today’sweather
6:50am
At lunch,play Scrabblewhile
waitingin line
1:33pm
Use maps to get
directionsto Creole
foodtruck
1:13pm
We are habitual
150X
per day
Kleiner Perkins Caufield & Byers, 2013 Internet Trends report
© 2017 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

Consumers are still searching for the same products and services…
…how they are
searching has
changed

Local marketing is evolving

20 years ago
Yellow
Pages
Direct
Mail
TV
Radio Outdoor
Billboards
Flyers

Today
Yellow
Pages
Direct
Mail
TV
Radio Outdoor
Billboards
Flyers
Search
Engines
MobileVideos SocialMedia
Display
Ads
Online
Directories
Websites
Reviews

Local searchers are fast, efficient & on-the-go
63%
completed their
search in under an
hour
1 3outof
consumers use two
or more devices
Source: IDC “Local Search: Unleashing Opportunities for National Brands,” September 2015, commissioned by YP

Overview of the study
Objective
To better understand consumer
behavior and the factors that
influence a purchase decision in
shopping “in general” and
across 8 key categories
Methodology
Interviewed 5418 US adults to
get a better understanding of
their shopping activities over a
90-day period
AutomotiveServices
PersonalCare&BeautyServices
Home Improvement&Services Legal,Financial&Insurance
Services
Entertainment PetCare&Services
Moving&StorageServicesHealthcareServices

What do consumers want?
Primary information
• 66% Price
• 53% Products/Services offered
• 52% Availability of service
• 51% Customer service
• 43% Location
Secondary information
• 39% Coupons/Offers
• 38% Testimonials, ratings & reviews
• 32% Recommendations from friends/ family
• 26% “About us” or “History” details
• 23% Photos or videos
• 22% Familiar business/logo/slogan
Information shoppers want when considering a local business for a
product/service fall into two groups:
The basic information needed to consider a
business
Additional information that provides more
detail & context about a business
Source: The Why Before The BuySMStudy, 2016. Base size= 5,418 Q: On a scale of 1 to 10, where 1 is not important at all and 10 is very important, please rate how
important the following information is when you are considering a business that offers a local product or service? (Scores of 9 & 10)

Know your audience
The information most valued differs by age
Ages 18-34 Ages 65+
• Photos/videos of the business
• Testimonials, ratings & reviews
• Coupons/Offers
• Easy to find contact information
• Available customer service
Ages 35 - 64
Source: The Why Before The BuySM, 2016. Base Size 5,418 Consumers

Where do they go to find it?
Regardless of age,
consumers are
cross-sourcing to
find the information
they want
Number of sources used
45%
36%
19%
2.9
Avg. Sources
Used
1 Source
2-4 Sources
5+ Sources

Why they choose the sources they do
- Make me aware of potential issues
- Help me decide between businesses
- Obtain meaningful info on a business
Read online testimonials,
ratings or reviews
Search for online
coupons
Visit a
business’s website
Use a
search engine
- It’s easy to use
- It’s free
- It provides relevant business info
- See product & service details
- Get business hours
- Find business’s location
- Always look for a deal
- Want to compare prices

43%
27%
30%
Device
Usage
How do they get there?
Consumers use multiple devices from multiple locations to access these sources
57%
ofconsumersaccessed
informationonamobile
deviceatsomepoint
duringtheshopping
process
The navigation capabilities
helped me find a business’s
location.
Ididnothaveaccesstoa
desktop/laptopcomputer.
I couldsee businesses
close to my location.
Itprovidedmeaccesstobrandspecificcontent
viaanapp.
It had a click to call feature
1.
2.
3.
4.
5.
Otherthanconvenienceandspeed,
consumers’primaryreasonsfor
usingamobiledevice
I did not have access to a
desktop/laptopcomputer.
It providedme accessto brand
specificcontent via an app.
2.
4.

Why they buy
When cross-
comparing verticals,
there is no
difference.
Consumers in all
verticals value this
information & it is the
key driver for basic
shopping
52%
Made a decision
to choose one
business over
another primarily
based on a piece of
primary information
Price
Customer
Service
Products/
Services
Offered
Location
Availability
Of Service

Why they buy
Secondary
information drives
variation among
verticals.
Unlike primary
information, the impact
of secondary
information changes
from one vertical to the
next.
48%
Made a decision to
choose one business
over another
primarily based on a
piece of secondary
information…and
their spend was 2x
higher
Coupons /
offers
Testimonials,
ratings &
reviews
Recos from
friends /family
Photos or
videos
Familiar
business,logo or
slogan
“About us” or
“History”
details

Industry matters
Behaviors Compared Pet Care & Services Automotive Services
Legal,Financial,Insurance
Services
Top 4 sources of
information used
• Search engines
• Businesses’
websites
• Testimonials,
ratings & reviews
• Businesses’
Facebook pages
• Search engines
• Businesses’
websites
• Online coupons or
offers
• Testimonials,
ratings & reviews
• Search engines
• Industry websites
• Businesses’
websites
• Online directories
Used only 1 source 31% 46% 31%
Used 2-4 sources 48% 42% 46%
Used 5+ sources 21% 12% 23%

Why they DON’T buy
Consumers know what
they DON’T want as
much as they know what
they DO want
Consumers will not even
consider a business with
an online presence that
is inaccurate,
inconsistent, or
incomplete.
1. High Prices
3. Lack of information
2. Inconsistent, negative
or wrong information

The struggle is real!

Today’s digital landscape

What can you do?

To be effective, you need to be thinking about all of these things:

32
Know Your
Audience
Be mobile
ready
Establish & maintain
a strong online
presence
1

32
Know Your
audience
Be mobile
ready
Establish & maintain
a strong online
presence
1

Take it
step by step
Don’t wait
to be perfect
Assess where you
need a marketing
partner
Tips for managing marketing success

How can
marketing
partners help?
Marketing partners can help local
businesses address the marketing
challenge by providing expertise,
insights, and scale.

Build a strategic plan
Reach your local
audience at any
point on their path
to purchase.
Consumer becomes
aware of need
Narrows
options
Repeats purchase
Performs
research
Tells othersMakes a purchase
Local search
Display ads
Email marketing
Content
marketing
Direct Mail
Listing
Management
Website
Video & photos
Reviews &
testimonials

To get you started,
YP is offering a free 360°
Online Marketing assessment
to attendees.
Visit our booth to learn more about how YP
Marketing Solutions can help your business
connect with customers AND be sure to
request your FREE 360° marketing
assessment.

Q&A
© 2017 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. AT&T, the AT&T Logo and
all AT&T related marks are trademarks of AT&T Inc. or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
33

Thank you!
Visit us at the YP Marketing
Solutions booth to learn more
and sign up for your assessment
Holly Bowyer, VP Portfolio Marketing, YP
Hbowyer@yp.com
Stay In Touch With YP
www.marketingsolutions.yp.com
@ypforbusiness
YP for Business
YP, The Real Yellowpages

MarketingBitz Bootcamp Phoenix: The Customer Journey: What You Need to Know (MarketingBitz)

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