Are Your Customers In Your Pocket?Using SmartPhones to Promote Your BusinessGreater Phoenix Chamber of Commerce P R E S E N T E D B Y A p r i l 5 , 2 0 1 2
“ Three years ago, people said, “Hey, is this mobile thing really going to happen?” ” What happened over a very short time is that people started using their phones for everything – the phone has become the central problem-solving tool when we’re walking around. Jason Spero, Head of Global Solutions, Google
key emarketer numbers - smart devic es millions US Smartphone us tablet us adult ereader users users users* 133.0 89.5 106.7 53.9 54.8 45.6 2012 2014 2012 2014 2012 2014 Note: use the device at least once per month, *ages 18+Source: eMarketer, August & November, 2011
key emarketer numbers - smart devic es millions 112.5 US Smartphone us tablet us adult ereader users users users* 133.0 89.5 106.7 53.9 54.8 45.6 2012 2014 2012 2014 2016 2012 2014A new Forrester report projects that 112.5 million U.S. adults – one-third of theadult population -- will own a tablet by 2016, up from a prior forecast of 82.1 million. Note: use the device at least once per month, *ages 18+ Source: eMarketer, August & November, 2011 Source: Forrester Research eReader Forcast, 2010 to 2015 (US). Note: All numbers are in millions of US adults.
demographic p rofileDemographic Profileof US Mobile PhoneOwners Who UseTheir Device WhileShopping In-StoreSource: eMarketer.com - Pew Internet and American Life Project, “The Rise of In-Store Mobile Commerce.” January 30,2012
Ph oenix Smart phone Owners – Demographic ProfilePhoenix Smartphone owners are 43% more likely to earn$75,000 or more, more than a third are college graduates. demographics % of Mkt Number index demographics % of Mkt Number index Gender Household Income Male 57% 626,050 113 < $25,000 8% 85,500 58 Female 43% 478,400 87 $25,000-$49,999 26% 281,800 77 $50,000-$74,999 17% 182,450 89 Age $75,000 or more 50% 554,800 143 18-24 21% 235,000 169 Median Income $51,687 137 25-44 48% 534,500 124 45-54 17% 190,200 97 Residence 55-64 8% 92,350 59 Homeowner 65% 716,450 98 65+ 5% 52,400 29 Women 25-44 23% 252,350 122 Education Median Age 36.5 84 HS or Less 38% 458,200 92 Some College 29% 366,100 85 Marital Status College Grad Plus 33% 244,600 134 Married 58% 644,150 100 Hispanic Origin Access Internet Month Hispanic 23% 314,100 87 Yes 92% 1,013,200 114 Target: 1,104,450 - 34% of Total Adults Total Market (CBSA): 3,253,900Source: 2011 Phoenix CBSA Scarborough Release 2 (Aug 2010 – Jul 2011) Market Index: An index demonstrates what is above average(101 or greater), average (100), and below average (99 or less) of a given demographic.
traditional still holds a lot of influence % of respondentsLeading sources for finding Internet search engine/search portal................. 36%information on local businesses Local print newspaper .................................... 29%according to US Consumers, Word-of-mouth/friends and family. .................... 22%January 2011. Other website (not a print or TV news organization site or government site, includes national sites that offer local info, such as Weather.com, craigslist or Patch). ................................... 16% Local TV news broadcast...................................7% Radio (AM/FM or satellite)..................................5%Note: n=667 ages 18+ who look for local business information; excludes restaurants;clubs and bars. Source: Pew Research center’s Project forExcellence in Journalism and Pew Internet & American Life Project, “How People Learn About their Local Community” in partnership with theJohn S. and James L. Knight Foundation, Sept 26, 2011
A glimpse at how mobile p hone owners are usin g t hei r device to s hopSource: eMarketer.com- InMobi, “Mobile Media Consumption Q4 2011 Survey” conducted by Decision Fuel and On Device Research, Feb 28,2012; Nielsen, “US Digital Consumer Report” as cited in company blog, Feb 22, 2012; InsightExpress, “1Q2012 Digital Consumer Portrait,”Jan 25, 2012; comScore MobiLens as cited in “US Digital Future in Focus 2012, Feb 9, 2012
ACTIONS TAKEN AFTER SEARC H IN G FOR BUSINESSES CLOSE TO THEIR LOCATION ACCORDING TO US SMARTPHONE USERS, Q4 2010 % of respondentsAfter finding local CALLED THE BUSINESS 61%business information,77% of smartphone users VISITED A BUSINESS 59%contacted the business LOOKED UP BUSINESS ON A MAP OR GOT DIRECTIONS 58%by calling (61%) or VISITED THE WEBSITE OF A BUSINESS 54%visiting (59%).44% completed a purchase. 36% MADE A PURCHASE FROM A BUSINESS IN-STORE MADE A PURCHASE FROM A BUSINESS ONLINE 22% RECOMMENDED A BUSINESS/ SERVICE TO SOMEONE ELSE 22% READ OR WROTE A REVIEW ABOUT A BUSINESS 20% MARKED OR ADDED A BUSINESS TO MY FAVORITES LIST 19%Note: n=4,747 ages 18-64 who access local content.Source: Google and Ipsos OTX MediaCT, “The Mobile Movement: Understanding Smartphone Users,” April 27, 2011
pri oritization 1 2 3 4 5 6 Optimization Maps PPC Location Social SEO - Mostof Website for Optimization Based Media effective forMobile devices Marketing campaigns websites with geared a lot of towards content mobile users
optimization f or mobile 1 Optimizationof Website forMobile devices mobile website standard website
Maps Optimization 2 MapsOptimization Works inplace of mobileenabled website in some cases
Mobile ppc3PPC a. Separate campaign geared solely to Mobile devices or iPads. b. Click-to-call ad extensions that allow a searcher to dial directly off the ad opposed to routing to a landing page. c. Google express - run ads directly off Google Maps Listing (less targeted but geared towards mobile and lower CPC’s)
Location based marketin g 4 LOCATION BASED MARKETING Offers become more relevantcloser to the point of purchase
SOCIAL MEDIA CAMPAIGNS GEARED TOWARDS MOBILE USERS 5 Social Media campaigns geared towards mobile usersurging FB users to check-in & offer special deals
searc h en gine optimization 6 SEO - Most effective for websites witha lot of content Many mobileenabled websites lack. With any of our Mapsclients, they getmultiple directorysubmissions and links already.
the vertical dictates use Auto, Grocery, Hospital, Big Box Retail • Google Maps/Adwords Express/Mobile Optimized site Highest Mobile • PPC/SEO (win against your competition) • Mobile PPC • Full Social Package w/persona targeting • Reputation building/monitoring • Foursquare check-ins linked to loyalty club • Active Keyword listening • Email blasts Retail • Google Maps/Adwords Express/Mobile Optimized site Strong Mobile • PPC/SEO (keyword product search) – “leather couch” • Social Seasonality Push with Foursquare check-ins Restaurants • Google Maps/Adwords Express/Mobile Optimized site (must win here!) • SEO (win against your competition) • PPC (target expensive meal crowd) • Social can work with strong brands or multiple locations Education & Financial Location, Reputation, • Google Maps/Adwords Express/Mobile Optimized site Persona • SEO (win against your competition) • PPC (can be low search volume) • Social persona targeting + Reputation building/monitoring • Lead Generation Focus Lead Home Services, Legal, Health Generation • SEO/PPC • Select Social - seasonal and issue-related Focus
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