Local searches are prominent, with 4 in 5 consumers using search engines to find local information. Consumers conduct local searches on smartphones and computers/tablets to find store addresses, business hours, product availability, and directions. Local searches often lead consumers to take action, with 50% visiting a store within a day of a local smartphone search and 34% doing so after a computer/tablet search. Consumers prefer location-based ads and are more likely to purchase in-store knowing a nearby store location.
This presentation focuses on current trends and developments in Mobile Local Search. Statistics pertaining to consumer Mobile Local Search preferences and usage are presented in a clear, user-friendly fashion. This presentation was produced by DigiMechanix, Inc. (DMX) - A Division of BALLS, Llc.
Digital tools are moving offline thanks to mobile devices, creating a generation of connected consumers in a hyperlinked world. People are using their phones to keep shopping lists, get information, solicit opinions and much more—all while cruising the aisles of brick and mortar stores. In this new reality, bits and bricks are no longer separate and "online" is everywhere.
As today’s consumer-driven technology continues to evolve, the at-retail environment is in the best position to utilize these new tools. Through mobile, retailers can engage shoppers on the spot, enhance their experiences and ultimately influence their decisions right at the point of purchase. Yet, many companies are overwhelmed with the rate of technology change and challenged to find ways to adopt technology into the right state.
At the POPAI Breakthrough Thinking Conference "Marketing at Retail Technology and Shopper Behavior: Reaching Retail Consumers with New Strategies" last Thursday (http://popai.com/tech), Allison Mooney and Caleb Kramer of MobileBehavior, a Tribal DDB Company, shared the latest insights on how consumers are using mobile devices while shopping and how marketers can embrace these behaviors to enhance the in-store experience. See their presentation here.
The role of m-Commerce in the new shopper landscapeiModerate
In this study we partnered with uSamp to take a look at the role mobile devices are playing in the new shopping landscape. Our qual-quant study reveals that while consumers are embracing the latest technology as another means to shop for products, companies still need to make improvements to provide better convenience and functionality for them on a mobile device. For marketers, understanding how to create an effortless consumer experience that makes shopping on a mobile device more appealing is just one major key to success. In this report you’ll find this and many other tips to inform and improve your mobile strategy.
10-Minute Guide to Marketing with iBeaconsWe Are Apps
iBeacons will be an essential part of proximity marketing. Find out how to use them to drive footfall to your location and move visitors to key points of interest or offers.
In this guide you'll discover that simply by knowing an app user's precise location you can engage them with highly relevant content - offers, promotions, competitions, video and audio content and more to take your marketing to the next level.
Discover what works and what doesn't when you use location based marketing beacons with iPhone and Android users. There also a useful FAQ for those inevitable questions that come out of looking at the latest new marketing technology for mobile.
In our latest 'The Tomorrow Lab Presents' talk, Chris and VJ from Google discussed how changing user behaviours online present new opportunities for businesses.
This presentation focuses on current trends and developments in Mobile Local Search. Statistics pertaining to consumer Mobile Local Search preferences and usage are presented in a clear, user-friendly fashion. This presentation was produced by DigiMechanix, Inc. (DMX) - A Division of BALLS, Llc.
Digital tools are moving offline thanks to mobile devices, creating a generation of connected consumers in a hyperlinked world. People are using their phones to keep shopping lists, get information, solicit opinions and much more—all while cruising the aisles of brick and mortar stores. In this new reality, bits and bricks are no longer separate and "online" is everywhere.
As today’s consumer-driven technology continues to evolve, the at-retail environment is in the best position to utilize these new tools. Through mobile, retailers can engage shoppers on the spot, enhance their experiences and ultimately influence their decisions right at the point of purchase. Yet, many companies are overwhelmed with the rate of technology change and challenged to find ways to adopt technology into the right state.
At the POPAI Breakthrough Thinking Conference "Marketing at Retail Technology and Shopper Behavior: Reaching Retail Consumers with New Strategies" last Thursday (http://popai.com/tech), Allison Mooney and Caleb Kramer of MobileBehavior, a Tribal DDB Company, shared the latest insights on how consumers are using mobile devices while shopping and how marketers can embrace these behaviors to enhance the in-store experience. See their presentation here.
The role of m-Commerce in the new shopper landscapeiModerate
In this study we partnered with uSamp to take a look at the role mobile devices are playing in the new shopping landscape. Our qual-quant study reveals that while consumers are embracing the latest technology as another means to shop for products, companies still need to make improvements to provide better convenience and functionality for them on a mobile device. For marketers, understanding how to create an effortless consumer experience that makes shopping on a mobile device more appealing is just one major key to success. In this report you’ll find this and many other tips to inform and improve your mobile strategy.
10-Minute Guide to Marketing with iBeaconsWe Are Apps
iBeacons will be an essential part of proximity marketing. Find out how to use them to drive footfall to your location and move visitors to key points of interest or offers.
In this guide you'll discover that simply by knowing an app user's precise location you can engage them with highly relevant content - offers, promotions, competitions, video and audio content and more to take your marketing to the next level.
Discover what works and what doesn't when you use location based marketing beacons with iPhone and Android users. There also a useful FAQ for those inevitable questions that come out of looking at the latest new marketing technology for mobile.
In our latest 'The Tomorrow Lab Presents' talk, Chris and VJ from Google discussed how changing user behaviours online present new opportunities for businesses.
An increasing number of consumers today are treating the physical store like a “showroom”: trying out new products and proceeding to buy the product online at a lower price.
In this session, iQmetrix will discuss interactive retail technology and how improving the in-store experience can help to convert shoppers, initially bent on showrooming, into buyers. They will also discuss how retailers can develop an “omnichannel” experience by selling to consumers on all channels (online, mobile and in-store) simultaneously.
Ethan Goodman, VP, Digital Practice at The Mars Agency shares an overview of four emerging digital shopper marketing trends that we should all know about.
Deck webinar: Last minute mobile campaigns for the holidaysArcher Inc.
Deck webinar: Last minute mobile campaigns for the holidays:
Summer is speeding by and before you know it, "back to school", Thanksgiving and Christmas will be on all marketers' minds. Don't find yourself at the end of December asking why you've let another year go by watching your competitors brag about their mobile enabled campaigns.
Don't read about how mobile marketing was executed for this year's Holiday Season, be part of it. This webinar will give you the info and ideas on how to mobile enable your traditional Holiday marketing channels without headaches or busting the budget. This year's Holiday shopper (like last year's), will be mobile. Make sure you are too.
It's not too late plan mobile enabled campaigns for Q4 2011 if you get started now. This webinar will help you explore mobile opportunities that easily integrate with your Holiday marketing strategies and objectives.
At every touchpoint, physical or digital, your customer is forming a single opinion on the value of their experience. As customers don't live in channels, global retailers have started moving beyond Omni-Channel strategies that, in many cases, focused on the channels as an end point rather than providing a true seamless experience.
During his Australian Retail Tour, Josh Sigel (former CIO of Natural Markets Food Group) shared how he created ‘Multiplex Retailing’ to improve customer value and sales by revolutionising the way customers buy groceries and cooked meals.
Key Takeaways:
-Point of Sale is going away and will become a value added Point of Experience
-Channel based solutions will be integrated to create Multiplex brand experiences
-Embrace Innovation or Face Elimination – Innovation within retail will not be a choice, it will be a necessity in order to survive
With today's mobile marketing technology, reaching your broad base of customers is easier than ever. However, to make your message stick you have to go deeper. In this webinar, we reinforce the importance of one-to-one engagement when it comes to today’s connected consumer—after all, 54% would consider ending their loyalty programs if they weren’t given tailor-made, relevant content and offers—but we will also provide you with the tools you need to build mobile marketing strategy with the individual consumer in mind. We’ll review the steps that will take you from a one-size-fits-all broadcast approach to a finely tuned, personalized engagement methodology that places you in your customer's pocket.
Don’t just make it local, make it personal.
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Presenters: Doug Wick, Director of Product Management, Digby; Thomas Husson VP, Principal Analyst, Forrester Research
Live Webinar Date: January 30, 2014
IT-factory smart solutions and products for hotels based on indoor navigation and localization using beacons:
- Promotions and mobile coupons with complementary or additional services
- Virtual Desk with leading to rooms and other places, confirmation of arrival, booking online
- Ordering services onilne
- Interactive games: Let's meet at the hotel, Escape Room
- Schemes of movement - statistics and reports
More information and contact on our website: http://www.it-factory.pl/
2014 Customer Loyalty ASEAN Conference: MobextJim D Griffin
Arthur Policarpio boosted the energy level in the room with a very engaging and provocative presentation regarding mobile marketing. He presented an array of amazing best-in-class social-local-mobile marketing campaigns. The presentation included a wide array of illustrative video content which unfortunately is not available in this PDF version. Arthur is one of the architects of mobile value-added services in the Philippines, and was a pioneer of segmented marketing via SMS. Prior to leading Mobext in Asia Pacific, he was a co-founder of SnapWorx, Inc., one of the Philippines’ leading Filipino-owned digital marketing companies, specializing in search, social media marketing, and mobile marketing.
An increasing number of consumers today are treating the physical store like a “showroom”: trying out new products and proceeding to buy the product online at a lower price.
In this session, iQmetrix will discuss interactive retail technology and how improving the in-store experience can help to convert shoppers, initially bent on showrooming, into buyers. They will also discuss how retailers can develop an “omnichannel” experience by selling to consumers on all channels (online, mobile and in-store) simultaneously.
Ethan Goodman, VP, Digital Practice at The Mars Agency shares an overview of four emerging digital shopper marketing trends that we should all know about.
Deck webinar: Last minute mobile campaigns for the holidaysArcher Inc.
Deck webinar: Last minute mobile campaigns for the holidays:
Summer is speeding by and before you know it, "back to school", Thanksgiving and Christmas will be on all marketers' minds. Don't find yourself at the end of December asking why you've let another year go by watching your competitors brag about their mobile enabled campaigns.
Don't read about how mobile marketing was executed for this year's Holiday Season, be part of it. This webinar will give you the info and ideas on how to mobile enable your traditional Holiday marketing channels without headaches or busting the budget. This year's Holiday shopper (like last year's), will be mobile. Make sure you are too.
It's not too late plan mobile enabled campaigns for Q4 2011 if you get started now. This webinar will help you explore mobile opportunities that easily integrate with your Holiday marketing strategies and objectives.
At every touchpoint, physical or digital, your customer is forming a single opinion on the value of their experience. As customers don't live in channels, global retailers have started moving beyond Omni-Channel strategies that, in many cases, focused on the channels as an end point rather than providing a true seamless experience.
During his Australian Retail Tour, Josh Sigel (former CIO of Natural Markets Food Group) shared how he created ‘Multiplex Retailing’ to improve customer value and sales by revolutionising the way customers buy groceries and cooked meals.
Key Takeaways:
-Point of Sale is going away and will become a value added Point of Experience
-Channel based solutions will be integrated to create Multiplex brand experiences
-Embrace Innovation or Face Elimination – Innovation within retail will not be a choice, it will be a necessity in order to survive
With today's mobile marketing technology, reaching your broad base of customers is easier than ever. However, to make your message stick you have to go deeper. In this webinar, we reinforce the importance of one-to-one engagement when it comes to today’s connected consumer—after all, 54% would consider ending their loyalty programs if they weren’t given tailor-made, relevant content and offers—but we will also provide you with the tools you need to build mobile marketing strategy with the individual consumer in mind. We’ll review the steps that will take you from a one-size-fits-all broadcast approach to a finely tuned, personalized engagement methodology that places you in your customer's pocket.
Don’t just make it local, make it personal.
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Presenters: Doug Wick, Director of Product Management, Digby; Thomas Husson VP, Principal Analyst, Forrester Research
Live Webinar Date: January 30, 2014
IT-factory smart solutions and products for hotels based on indoor navigation and localization using beacons:
- Promotions and mobile coupons with complementary or additional services
- Virtual Desk with leading to rooms and other places, confirmation of arrival, booking online
- Ordering services onilne
- Interactive games: Let's meet at the hotel, Escape Room
- Schemes of movement - statistics and reports
More information and contact on our website: http://www.it-factory.pl/
2014 Customer Loyalty ASEAN Conference: MobextJim D Griffin
Arthur Policarpio boosted the energy level in the room with a very engaging and provocative presentation regarding mobile marketing. He presented an array of amazing best-in-class social-local-mobile marketing campaigns. The presentation included a wide array of illustrative video content which unfortunately is not available in this PDF version. Arthur is one of the architects of mobile value-added services in the Philippines, and was a pioneer of segmented marketing via SMS. Prior to leading Mobext in Asia Pacific, he was a co-founder of SnapWorx, Inc., one of the Philippines’ leading Filipino-owned digital marketing companies, specializing in search, social media marketing, and mobile marketing.
Research Presentation: The Everywhere ShopperMediaPost
GfK FutureBuy 2013 is the latest of several annual tracking studies of shoppers attitudes and behaviors in the US and abroad. Bill Romania, SVP of Gfk, will share some of the most relevant trends for marketers and retailers, with special emphasis on how mobile is revolutionizing shopper expectations and the impact for both brands and retailers. Bill will also share some global best practices and new technology that have the potential to help marketers meet the challenge.
PRESENTER
Bill Romania, SVP, Shopper & Retail Strategy , Gfk
81% des utilisateurs utilisent désormais leurs terminaux mobiles pour rechercher des produits avant de se rendre en magasin. L’étude note par ailleurs qu’en un an les smartphones ont remplacé les tablettes comme vecteurs privilégiés d’achats retail.
Les deux tiers des acheteurs font leur recherche préalable à la maison.
As Premier Google Partners, Google representatives visited 1SEO.com Digital Agency for a Partners Connect Event. Speaking on micro-moments, attendees learned about how to effectively market in today's mobile world.
Winning in Local Search: Top 10 Trends for 2014 - Kenshoo WebinarKenshoo
Presentation from the December 18th webinar, "Winning in Local Search: Top 10 Trends for 2014." Kenshoo's Josh Dreller moderated a discussion between Kenshoo Local Product Director, Paul Wicker, and Jason Peaslee, Managing Partner at Thrive Analytics, around the top trends for local search marketers to get on their radar for 2014.
The average consumer experiences them about 150 times a day. Research shows that on average, people spend an astonishing one-third of their waking time on their mobile devices. About 55 percent of this time is spent in short bursts of 30 seconds or less. These gaps of time are known as micro-moments, and have become the newest frontier for marketers.
Here is how do we take advantage of these micro-moments in our marketing strategy.
Creating Moments That Matter Research Studies | 2013 Google Nielsen ReportRichard Bouchez
Google / Nielsen research March 2013: How Mobile Drives Conversions
As consumers increasingly turn to their mobile phones, it is critical for businesses to understand the range of “mobile conversions” that can occur, such as phone calls, store visits, or purchases on other devices. In partnership with Nielsen, Google analyzed over 6000 mobile searches and the actions that resulted, drawing precise and measurable connections between mobile searches and the online and offline conversions that they drive. **This presentation was created by Google/Nielsen and uploaded for sharing purposes. Original file can be found at http://www.google.com/think/research-studies/creating-moments-that-matter.html
Google Research showed that 9 out of 10 internet searches resulted in a follow up action, such as calling or visiting the business. Mobile searches triggered an additional action or conversion 73% of the time; and 28% of mobile searches resulted in a store visit or purchase.
Mobile Search Outlook 2013 - Trends & Mobile MarketingRajesh Kumar
Mobile search is growing at a rapid pace with the evolution of high end smartphones and low cost tablet computers and there is equal opportunity for the businesses and search marketers to early realize its potential and utilize it for the best of their future. Here are some statistics of mobile search and how it can help search marketers
Mobile Search Moments Study : Creating moments-that-matter research-studiesmanish kumar
Mobile Search Moments Study :
via http://www.google.com/think/research-studies/creating-moments-that-matter.html?utm_campaign=Listly&utm_medium=list&utm_source=listly
Mobile Search Moments, understanding how mobile drives conversions FormazioneTurismo
As consumers increasingly turn to their mobile phones, it is critical for businesses to understand the range of “mobile conversions” that can occur, such as phone calls, store visits, or purchases on other devices. In partnership with Nielsen, Google analysed over 6000 mobile searches and the actions that resulted, drawing precise and measurable connections between mobile searches and the online and offline conversions that they drive.
Mobile Search Moments: Understanding How Mobile
Drives Conversions from Google & Nielsen.
Understanding mobile search, how mobile search drives
multi-channel conversions, how mobile search drives
behavior in the moment & perceptions of mobile
search ads.
Think with Google - How People Shop on Their Phoneskhairulakbar
Apps and mobile sites provide advertisers with a vital link to shoppers. Partnering with Ipsos, Google sought to understand how people shop on their smartphones—and how they nd, use, and stay engaged with the apps that help them do so. According to the ndings, 58% of smartphone users report having used a shopping app in the last 30 days. With over half of consumers using these tools, it’s important for marketers to understand the features, noti cation preferences, and use habits keep shoppers coming back.
In this report, Google presents insights into the role that apps and the mobile web play in consumers’ shopping journeys.
What is digital marketing And why is it used?125albina
Digital marketing refers to the use of digital channels, platforms, and technologies to promote products, services, or brands to a target audience. It encompasses a wide range of activities, including search engine optimization (SEO), social media marketing, email marketing, content marketing, pay-per-click (PPC) advertising, and more. The primary goal of digital marketing is to connect with potential customers where they spend much of their time: online. My Website: https://dev-topdigitalmarketingagency.pantheonsite.io/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. WHAT WE WANTED TO LEARN
Every day, people search for things nearby
by conducting local searches. These are
searches aimed at finding things near where
they happen to be. This may include finding
directions to a local store/business, checking
local store hours, or searching for local
stores that have a product in stock.
We wanted to understand this local search
behavior. Is it prominent? What information
do consumers search for when they want to
find things nearby? And, what potential does
it hold for advertisers?
To answer these questions, Google
commissioned two custom research
studies to look at local search behavior
across devices. This deck highlights the
research findings.
7:36pm
Movie theater
show times
10:21pm
Mexican
restaurant5:15pm
Hotels in
San Francisco
2
3. Ipsos MediaCT is the market research division within Ipsos that specializes in
reaching, engaging and more effectively understanding today’s digitally- driven
consumer in the fast moving media, content and technology space.
BACKGROUND & METHODOLOGY
Background
Google partnered with Ipsos MediaCT and
Purchased®
on two custom studies to uncover
consumers’ local search behavior across smartphone
and computer/tablet.
This study explored consumers’ local search behavior
in 9 verticals: Auto, CPG, Finance, Local Services,
Media & Entertainment, Restaurant,
Retail, Tech and Travel.
Methodology
All participants were: 18+, conduct smartphone
searches at least a few times a week.
Ipsos Online Survey
4,500 respondents completed one of nine vertical
specific online surveys from Jan 10-22, 2014
(n=500 per vertical). Additional Ipsos criteria:
bought in at least one of the nine verticals in the
last 6 months, used search engines as a source of
information for at least one of the nine verticals.
Purchased Shopper Smartphone Diary
653 respondents logged their smartphone search
and in-store activities via the Shopalong app for
seven days within Dec 18, 2013-Jan 30, 2014.
In total, 3,431 smartphone searches and 2,262
store visits were logged and analyzed. Additional
Purchased criteria: plan to buy in 2+ verticals in-
store or online.
Purchased® provides consumer brands and retailers with shopper plans,
behaviors and purchases where they happen, when they happen. Using its
Shopalong® shopper panel, Purchased captures this data in real-time via
mobile, allowing businesses to gain a complete and accurate picture of the
purchase decisions consumers make, and why they make them.
3
4. EXECUTIVE SUMMARY
Consumers search with their location and proximity in mind
● 4 in 5 consumers use search engines to find local information.
● They search on smartphone and computer/tablet for: store address,
business hours, product availability and directions.
Local searchers take action
● 50% of consumers who conducted a local search on their smartphone
visited a store within a day, and 34% who searched on computer/tablet
did the same.
● Local searches lead to more purchases than non-local searches. 18% of
local searches on smartphone lead to a purchase within a day vs. 7% of
non-local searches.
Consumers prefer and act on location-based ads
● 4 in 5 consumers want ads customized to their city, zip code or
immediate surroundings.
● More than 60% of consumers have used location information in ads.
They say it’s important to have store address and phone number in ads
on computer/tablet, and directions and the call button in ads on
smartphone.
4
5. CONTENTS
1 The prominence of local search
2 Consumers’ local search behavior
3 Engaging consumers with location-based ads
5
7. consumers conduct local searches
on search engines. They search on:4in5
Computer/
Tablet
84%88%
Smartphone
WHAT WE FOUNDCONSUMERS SEARCH WITH LOCAL INTENT ACROSS DEVICES
Base: Used device to search for information on most recent vertical purchase (n=115-233 for smartphone, n=333-437 for computer/tablet)
Google/Ipsos Survey Q8. What type(s) of information did you search for on your device(s) using search engines?
Select all that apply for each device.
7
8. Directions to
local store
Local store
address
53%
Business
hours
54% 50%
Business
hours
Local store
address
42% 38%
Availability of
product at local store
45%
WHAT WE FOUNDCONSUMERS SEARCH FOR A VARIETY OF LOCAL INFORMATION
Base: Used device to search for information on most recent vertical purchase (n=115-233 for smartphone, n=333-437 for
computer/tablet).
Google/Ipsos Survey Q8. What type(s) of information did you search for on your device(s) using search engines?
Select all that apply for each device.
SMARTPHONE
COMPUTER/TABLET
8
9. 40%
37%
CONSUMERS SEARCH FOR LOCAL INFORMATION
THROUGHOUT THE PURCHASE PROCESS
INSPIRATION POST-PURCHASERESEARCH
When you purchased
your product or service.
After you purchased your
product or service.
When you realized you wanted
or needed to make a purchase.
When you actively looked or
researched your purchase.
PURCHASE
SMARTPHONE
COMPUTER/TABLET
57% 53% 43%
66% 83% 64%
Base: Used device for local searches on most recent vertical purchase (n=94-214 for smartphone, n=289-378 for computer/tablet)
Google/Ipsos Survey Q10. Which device(s), if any, did you use to conduct local searches for your most recent [sub-vertical] [purchase / -
related activity] during each of the following phases? Please select all that apply for each phase.
9
10. CONSUMERS SEARCH FOR LOCAL INFORMATION
IN A VARIETY OF PLACES
Base: Used device for local searches on most recent vertical purchase (n=94-214 for smartphone, n=289-378 for computer/tablet)
Google/Ipsos Survey Q13. Where were you when you conducted local searches (e.g., directions, local address, business hours, product
availability) related to your [sub-vertical] [purchase / -related activity] on your device(s)? Please select all that apply for each device.
Additional places where consumers search for local information: school/college, someone else's home, gym/health club,
community/religious center, other.
% of consumers who search for local information at:
53%
Home
SMARTPHONE
COMPUTER/TABLET
On the go
(car, bus etc.)
In-Store Workplace Restaurant/
Bar
Hotel/Motel Airport
51% 41% 33% 33% 25% 20%
76% 16% 15% 24% 12% 18% 11%
10
11. 51%
Hotels in SF
in-store
WHEN ON THE GO OR IN-STORES, A MAJORITY OF
SMARTPHONE SEARCHES HAVE LOCAL INTENT
56%
of searches
have local intent
on the go
of searches
have local intent
Base: n=293 on the go smartphone searches and n=95 in-store smartphone searches. Google/Purchased Diary Q1. Where were
you when you conducted the search?; Q2. Was this a local search?
11
12. Consumers are searching for local
information everywhere, on every device,
at every point in the purchase process.
What we learned
Advertiser implications
You should make sure your product
availability, address and directions
appear in your ads across smartphone
and computer/tablet. And ensure your
locations are in Google Places.
12
14. made a
purchase
Local Search Non-local Search
18% 7%
made a
purchase
18% of local smartphone searches led to a purchase
within a day compared to 7% of non-local searches
CONSUMERS PURCHASE AT A HIGHER RATE
AFTER LOCAL SEARCH
Base: n=1,282 local searches and n=2,131 non-local searches. Google/Purchased Diary Del. Elab Q1. Did the smartphone web search you conducted in
the Shopalong app about TOPIC on DATE at LOCATION result in a purchase or other follow-up action? For example, if you searched for a restaurant did
you actually go to the restaurant? Or if you searched for a plumber did you call the plumber?; Del. Elab Q2. How soon after the smartphone web search
did you purchase or take a follow-up action?
14
15. % of consumers who visit a store
within a day of their local search:
Smartphone Computer/Tablet
WHAT WE FOUNDCONSUMERS ACT QUICKLY AFTER THEIR LOCAL SEARCH
of in-store activities
involve conducting
smartphone searches
about a product or for
price comparison
searches on
smartphone
occur right
before consumers
visit a store
1 3in 15%
50% 34%
Base: Used device for local searches on most recent vertical purchase
(n=94-214 for smartphone, n=289-378 for computer/tablet). Google/Ipsos
Survey Q15. How soon after conducting a local search on your device(s)
for information on your most recent [sub-vertical] [purchase / -related
activity] did you visit a related store or business? Please select one for
each device.
Base: n=216 smartphone searches related to in-store purchase; n=1,399 in-store visits.
Google/Purchased Diary Del. Elab Q2: It looks like you conducted a web search on your
smartphone related to this purchase decision. When did you conduct the most recent
search? Inst. Elab Q1: What did you do while you were at [store]? Select all that apply.
Consumer behavior before
visiting store and while in-store:
15
16. CONSUMERS CAN BE INFLUENCED TO PURCHASE
IN-STORE KNOWING A STORE IS NEARBY
Consumers would buy
in-store instead of online
knowing they:
35%
Can get the
product
quickly
31%
Get better
pricing
30%
Are close
to a store
Base: Total sample of 4,500 respondents (n=500 per vertical). Google/Ipsos Survey Q5. Imagine you are searching for [sub-vertical]
information on your device to complete a(n) [sub-vertical] [purchase / -related activity] online. Which of the following reasons, if any,
would drive you to complete your [purchase / -related activity] in-store/in-person, instead of online? Please select all that apply.
16
17. of consumers who
searched for local
information on
computer/tablet
visit a store within 5
miles
66% 72%
of consumers who
searched for local
information on
smartphone visit a
store within 5 miles
WHAT WE FOUNDCONSUMERS CHOOSE STORES CLOSE TO THEIR LOCATION
Base: Used device for local searches on most recent vertical purchase and visited related store or business (n=81-204 for smartphone, n=247-
350 for computer/tablet)
Google/Ipsos Survey Q16. And, how far away was the store or business when you decided to visit while searching
on your device(s)? Select one for each device.
17
18. Local searchers are ready to act. Many
visit a nearby location within a day
and complete purchases at a higher
rate than consumers who conduct
non-local searches.
What we learned
Advertiser implications
You should use radius bidding
to reach consumers near stores
and build an attribution model
for local searches.
18
20. of Computer/Tablet users70%
want ads customized to their
immediate surroundings
of Smartphone users61%
of Computer/Tablet users72%
want ads customized
to their city/zip code
of Smartphone users67%
WHAT WE FOUNDCONSUMERS WANT ADS CUSTOMIZED TO THEIR LOCATION
Base: Use device to go online and quota assignment (n=500 per vertical for smartphone, n=482-492 for computer/tablet). Google/Ipsos
Survey Q23. Do you want ads to be customized to your immediate surroundings when you search for [sub-vertical] information on each
of the following devices? Q24. And, do you want ads to be customized to your zip code or city when you search for [sub-vertical]
information on each of the following devices? Note: In aggregate, 4 in 5 consumers want ads customized to their location.
20
21. Computer/Tablet
WHAT WE FOUNDCONSUMERS USE LOCATION INFORMATION IN ADS
61%
use local address
or phone number
Base: Exposed to device image and quota assignment (n=134-179 for smartphone, n=306-361 for computer/tablet).
Google/Ipsos Survey Q19. Have you ever used any of the following ad features when searching for [sub-vertical] information on your
[device] to complete your [sub-vertical] [purchase / - related activity] at a local store or business? Select one for each.
Smartphone
68%
use get directions
or call button
21
22. Think
Local Address
is important
78%
Think
Phone Number
is important
77%
Think
Get Directions
is important
73%
Think
Call Button
is important
70%
CONSUMERS WHO HAVE USED LOCATION INFORMATION
IN ADS SAY IT’S IMPORTANT
Base: Used ad features on device and quota assignment (n=77-124 for Get Directions, n=67-101 for Call Button, n=129-254 for Local
Address, n=111-240 for Phone Number)
Google/Ipsos Survey Q20. And, how important are these ad features to you when searching for [sub-vertical] information on your
[device] to complete your [sub-vertical] [purchase / -related activity] at a local store or business? Select one for each.
SMARTPHONE
COMPUTER/TABLET
22
23. LOCATION-BASED ADS LEAD CONSUMERS
TO VISIT STORES OR MAKE PURCHASES
19%
made unplanned visits to
stores / made purchases
32%
visited stores /
made purchases
Base: n=509 final survey respondents who reported seeing a location-based ad in the last 7 days. Google/Purchased Final Survey
Q21. Did any location-based ads lead you to take actions beyond clicks, such as store visits and/or store purchases?
Q22. Did location-based ads lead you to make any unplanned store visits or unplanned purchases?
23
24. Consumers prefer location-based ads
and expect ads to be relevant to their city,
zip code or immediate surroundings.
What we learned
Advertiser implications
You should use location extensions.
And you can use location bid adjustments
to fine-tune bids for specific areas,
like cities or zip codes.
24