Using mobile to promote your business.

1. Are Your Customers In Your Pocket?
Using SmartPhones to Promote Your Business
Greater 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

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

3. What we’ll cover
Facts Consumer Mobile
and Figures Behavior Marketing
Strategies

4. 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

5. 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 2014
A new Forrester report projects that 112.5 million U.S. adults – one-third of the
adult 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.

6. demographic p rofile
Demographic Profile
of US Mobile Phone
Owners Who Use
Their Device While
Shopping In-Store
Source: eMarketer.com - Pew Internet and American Life Project, “The Rise of In-Store Mobile Commerce.” January 30,2012

7. Ph oenix Smart phone Owners – Demographic Profile
Phoenix 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): 3,253,900
Source: 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.

8. Traffic to azcentral.com continues to grow

9. Traffic Patter ns
Spikes are seen in the
morning and night.
Breaking news. Sports.
Celebrities.

10. “no one
In 2012, there is
mobile.
”
For me, this is a key point.
Jason Spero, Head of Global Solutions, Google

11. how people use t heir devices
directions
share product
availability
mobile
review offers
compare alerts

12. how people use t heir devices - Direct ions
directions
share product
availability
mobile
review offers
compare alerts

13. how people use t heir devices - Offers
directions
share product
availability
mobile
review offers
compare alerts

14. how people use t heir devices - compare
directions
share product
availability
mobile
review offers
compare alerts

15. how people use t heir devices - revie w
directions
share product
availability
mobile
review offers
compare alerts

16. how people use t heir devices - s hare
directions
share product
availability
mobile
review offers
compare alerts

17. so,
what’s
most
?
relevant

18. traditional still holds a lot of influence
% of respondents
Leading 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 for
Excellence in Journalism and Pew Internet & American Life Project, “How People Learn About their Local Community” in partnership with the
John S. and James L. Knight Foundation, Sept 26, 2011

19. A glimpse at how mobile p hone owners
are usin g t hei r device to s hop
Source: 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

20. ACTIONS TAKEN AFTER SEARC H IN G FOR BUSINESSES CLOSE TO
THEIR LOCATION ACCORDING TO US SMARTPHONE USERS, Q4 2010
% of respondents
After 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

21. pri oritization
1 2 3 4 5 6
Optimization Maps PPC Location Social SEO - Most
of Website for Optimization Based Media effective for
Mobile devices Marketing campaigns websites with
geared a lot of
towards content
mobile users

22. optimization f or mobile
1
Optimization
of Website for
Mobile devices
mobile website standard website

23. Maps Optimization
2
Maps
Optimization
Works in
place of mobile
enabled website
in some cases

24. Mobile ppc
3
PPC
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)

25. Location based marketin g
4
LOCATION
BASED
MARKETING
Offers become
more relevant
closer to the point
of purchase

26. SOCIAL MEDIA CAMPAIGNS GEARED TOWARDS MOBILE USERS
5
Social Media
campaigns
geared
towards
mobile users
urging FB users to
check-in & offer
special deals

27. searc h en gine optimization
6
SEO - Most
effective for
websites with
a lot of content
Many mobile
enabled websites
lack. With any
of our Maps
clients, they get
multiple directory
submissions and
links already.

28. Priorities
change by vertical.

29. 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

30. non-optimized examples

31. ?
What to
do Next

32. get going . it’s free.

33. To receive a copy of
the presentation
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Sean Rogers srogers@republicmedia.com
chad graham cgraham@republicmedia.com