Social, Local, Mobile trends are transforming search behavior for businesses. A study found that over half of mobile users' primary activity is search, and local searches on mobile have jumped 25% with 86 million Americans seeking local business info on their phones. 56% of local business searchers use sites weekly across devices. Mobile and tablet searches are skyrocketing, and successful mobile searches most often result in in-store visits. Google Maps and Facebook dominate for local search via apps and social media.
The mobile age has arrived and is here to stay. Worldwide shipments of mobile devices in 2012 is expected to be 56% higher than that of 2009. Mobile advertising spending is expected to increase to US$12.8 billion in 2011 (compared with US$1.7 billion in 2007) — an increase of 758%.
Read on to know more details and trends...
Catch and Keep Digital Shoppers - How To Deliver Retail Their WayHiten Sethi
A new study by the Cisco Internet Business Solutions Group (IBSG) reveals that web-based digital content is now the most powerful influence on buying decisions for shoppers across all retail channels. The study surveyed 5,000 shoppers across five countries: the United States, United Kingdom, Brazil, Mexico, and China.
BCM "Interactive: The Most Able Medium'' Presentation - November 2008BCM Group
In tough economic times, you can rely on interactive media to be the most able medium. Presentation given to clients of BCM Partnership, Brisbane, 20 November 2008
Shikatani Lacroix is a branding and design firm located in Toronto, Canada. The document discusses opportunities in mobile marketing, including the growth of smartphones and mobile internet usage. It provides statistics on mobile usage and outlines strategies that marketers can use to leverage the mobile channel, such as developing mobile websites and apps, mobile advertising, mobile coupons, and building SMS opt-in networks.
Paid search advertising will continue to be the largest portion of search engine marketing spending through 2011, but the share of spending on SEO is expected to increase substantially. Overall search engine marketing spending is predicted to more than double between 2007 and 2011. While most internet users spend little time using search engines compared to content sites, over 150 million people in the US used search engines in 2007, with weekly usage by 90% of consumers. The majority of searchers are similar demographically to overall internet users.
Master Card - провел глобальное исследование и выявил 5 типов онлайн покупателей.
Passive Users, Proactive Protectors, Solely Shoppers, Open Sharers, Simply Interactors.
This chapter discusses consumer behavior in online exchanges. It outlines the technological, social/cultural, and legal context of internet exchanges. Individual characteristics like age, income, education, and goals affect online behavior. Consumers seek outcomes like connecting with others, enjoyment, learning, and trading when participating in online exchanges.
Social, Local, Mobile trends are transforming search behavior for businesses. A study found that over half of mobile users' primary activity is search, and local searches on mobile have jumped 25% with 86 million Americans seeking local business info on their phones. 56% of local business searchers use sites weekly across devices. Mobile and tablet searches are skyrocketing, and successful mobile searches most often result in in-store visits. Google Maps and Facebook dominate for local search via apps and social media.
The mobile age has arrived and is here to stay. Worldwide shipments of mobile devices in 2012 is expected to be 56% higher than that of 2009. Mobile advertising spending is expected to increase to US$12.8 billion in 2011 (compared with US$1.7 billion in 2007) — an increase of 758%.
Read on to know more details and trends...
Catch and Keep Digital Shoppers - How To Deliver Retail Their WayHiten Sethi
A new study by the Cisco Internet Business Solutions Group (IBSG) reveals that web-based digital content is now the most powerful influence on buying decisions for shoppers across all retail channels. The study surveyed 5,000 shoppers across five countries: the United States, United Kingdom, Brazil, Mexico, and China.
BCM "Interactive: The Most Able Medium'' Presentation - November 2008BCM Group
In tough economic times, you can rely on interactive media to be the most able medium. Presentation given to clients of BCM Partnership, Brisbane, 20 November 2008
Shikatani Lacroix is a branding and design firm located in Toronto, Canada. The document discusses opportunities in mobile marketing, including the growth of smartphones and mobile internet usage. It provides statistics on mobile usage and outlines strategies that marketers can use to leverage the mobile channel, such as developing mobile websites and apps, mobile advertising, mobile coupons, and building SMS opt-in networks.
Paid search advertising will continue to be the largest portion of search engine marketing spending through 2011, but the share of spending on SEO is expected to increase substantially. Overall search engine marketing spending is predicted to more than double between 2007 and 2011. While most internet users spend little time using search engines compared to content sites, over 150 million people in the US used search engines in 2007, with weekly usage by 90% of consumers. The majority of searchers are similar demographically to overall internet users.
Master Card - провел глобальное исследование и выявил 5 типов онлайн покупателей.
Passive Users, Proactive Protectors, Solely Shoppers, Open Sharers, Simply Interactors.
This chapter discusses consumer behavior in online exchanges. It outlines the technological, social/cultural, and legal context of internet exchanges. Individual characteristics like age, income, education, and goals affect online behavior. Consumers seek outcomes like connecting with others, enjoyment, learning, and trading when participating in online exchanges.
Robust impact to consumers' behavior from mobile in retail industryTMA Solutions
Mobile device ownership has increased dramatically since 1973, with almost every consumer in developed and developing countries now owning a mobile phone. In the US, over half of adults own smartphones, with ownership increasing 10% per year from 2011-2013. This widespread mobile usage has strongly impacted retail customers and behaviors, allowing shoppers to browse products and look up information anywhere at any time on their phones and tablets. Retailers must understand customer engagement with mobile devices and create highly customized shopping experiences to stay competitive in this new mobile environment.
Mobile Payments: Growth - Country Comparison - Usage; Whitepaper 2017Statista
This whitepaper provides insights on growth, compares the main markets, provides consumer views and highlights which mobile payment apps are popular.
More information: statista.com
A survey conducted by LoopNet and Google found that:
- Over half of commercial real estate searchers begin their search online, with most starting on commercial real estate services and tools.
- Mobile usage for searching commercial properties is also significant, with over half using mobile devices at least sometimes to search.
- Even when working with a broker, over half of searchers conduct their own online research to supplement the broker's search and ensure nothing is missed.
The document summarizes research from MasterCard on global consumer attitudes towards sharing personal data online. Through qualitative and quantitative research across 9 markets, they identified 5 distinct "personas" that consumers fall into based on their online behaviors and attitudes. The personas are: Open Sharers, Simply Interactors, Solely Shoppers, Proactive Protectors, and Passive Users. Open Sharers are highly engaged online consumers who are progressive in their use of mobile/social media and openly share data in exchange for deals.
Maximizing the ROI from Online MarketingScott Abel
Presented by Gian Fulgoni at Web Content Chicago, June 17-18, 2008.
Marketing dollars are moving rapidly from traditional media to the Internet. IDC estimates that $25 billion was spent on search and display advertising, in 2007, up 27% over 2006. However, the very nature of consumers’ online behavior dictates that marketers think in new ways if they are to maximize the return from their investments in online advertising.
This presentation will examine how consumers are using the Internet and identify the ways in which advertisers can best market to them. This will also reveal the key metrics that marketers need to use as they plan and analyze their online marketing efforts so as to maximize their ROI.
The database used for this discussion will be comScore’s panel of 2 million people who have given comScore explicit permission to track the complete details of their online activities.
Offline vs. Online Retail: Development - Comparisons - Consumer View; Whitepa...Statista
This whitepaper shows how well traditional retail truly fares against online retail, and provides information on the barriers and chances for both offline retail and e-Commerce.
More information: statista.com
This document discusses challenges with digital media measurement and opportunities for improvement. It notes that cookies often provide an inaccurate view of audiences as they don't always reflect unique individuals and are frequently deleted. Additionally, clicks are an incomplete metric and optimization based solely on clicks ignores most users. The document recommends moving to a viewable impressions standard and currency based on audience size rather than gross impressions to address these issues.
Mainstay - Managing Digital Place IdentityMainstay
Brands need to manage their digital place identity to harness the power of location-based information and consumer interactions across social media platforms. As mobile device usage grows, consumers increasingly rely on location data and online reviews to find local businesses. However, most brands are missing opportunities to benefit from these social interactions by not tracking local feedback and managing inconsistencies in their listings across directories. Maintaining accurate local profiles can improve search visibility and drive more customers to physical locations.
Brands need to monitor local consumer content on social media to understand customer sentiment. However, keyword-based monitoring misses around 70% of local content. As consumer content becomes more location-based, brands must augment their keyword monitoring with source-based platforms that can analyze location-specific content across multiple third-party sites to get a more complete view of what customers are saying about their local locations and business.
The mobile world is evolving at a remarkable rate, and as a result it is important for advertisers to position themselves ahead of what is sure to become a media landscape dominated by the mobile user. The new whitepaper by Catalyst & groupM Next lends insight into the way the new mobile consumers is behaving in the Canadian market, and provides recommendations for a shift towards a more contextual type of thinking for advertisers.
[Report] Indian Marketers are Ready to Adopt and Integrate Digital Marketing ...Social Samosa
Adobe released the second annual Adobe APAC Digital Marketing Performance Dashboard, in partnership with Adobe. A six-month in-field program comprising quantitative and qualitative surveys, the study benchmarked the levels of adoption, traction and success of digital marketing
The Social Media and Digital Trends You Need to Know in 2022 - Andy LambertThe Marketing Meetup
This document discusses recent social media trends, including a rise in livestreaming on platforms like Facebook and Instagram during the pandemic. It also notes TikTok's rapid growth and doubling of downloads compared to other apps. Key takeaways are that social platforms continue growing across demographics; TikTok's growth is unprecedented; livestreaming engagement will increase; new features can drive additional reach; and the future of social will be driven by niche communities and creators.
The document defines the target audience for a marketing campaign as Generation X individuals between the ages of 25-40. This group is comfortable with technology, relies on social media, and spends significant time online. The document recommends three digital media marketing opportunities: targeted email marketing, a Facebook fan page, and a mobile campaign. These options are suggested because Generation X is active online, uses social media regularly, and frequently accesses the internet via mobile devices.
This document summarizes GlobalWebIndex's quarterly report on brand engagement trends. It finds that search engines remain the most popular way for consumers to discover product information. Over a third of internet users have "liked" a brand on social media in the past month. Content-driven interactions like watching branded videos and sharing branded photos on Facebook are rising in importance. While financial rewards are the biggest motivator for promoting brands online, personal interests and love of a brand also drive advocacy. Technology and FMCG brands see the most online mentions.
This document discusses technology trends and consumer behavior related to technology adoption and online activities. Some key points:
- Internet access and speeds have grown tremendously over the past 20 years, allowing more people to access more content online. Consumers now own an average of 4 digital devices and spend 60 hours per week online.
- Smartphones and mobile devices have enabled new behaviors like second screening, where people use other devices while watching TV. Social media also allows people to discuss shows they are watching.
- Most consumers research purchases online before buying. They use search engines and read reviews. While e-commerce sales are growing, conversion rates remain low due to lack of trust without physical interaction.
- Popular
Online display ad click-through rates have fallen dramatically in recent years to under 0.1%. Research also shows little correlation between clicks and brand metrics. However, comScore's research using its panel of 2 million users found that despite low clicks, display ads can significantly increase website visits, branded searches, online sales, and offline retail store sales over 4 weeks. The research found lifts of at least 46% for website visits, 38% for branded searches, 27% for online sales, and 17% for offline retail store sales across 139 campaigns. This indicates display ads can impact consumer behavior through repeated exposures rather than just clicks.
The document discusses trends in native advertising. It provides an overview of how native advertising is still nascent but growing rapidly. It then summarizes various studies and statistics on the use and effectiveness of native ads. These include findings that while most media buyers already use native ads, two-thirds plan to use them more. The benefits of native ads for advertisers are discussed, but challenges like measurement and alignment with objectives are also noted.
This document discusses trends in consumer behavior and technology that are impacting marketing. It notes that while internet usage in Canada is high, many small businesses still lack an online presence. Consumers are doing extensive online research prior to purchases. Mobile internet usage and smartphone ownership are growing rapidly and will continue to change consumer habits. The document provides recommendations for marketers to have an online and mobile-friendly presence, utilize social media and location-based advertising, and provide measurable multi-media experiences to engage consumers.
How do online advertisements affects consumer purchasing intention empirical ...Alexander Decker
This document summarizes a study that examined how online advertisements affect consumer purchasing intentions in Jordan. The study developed a theoretical model with five dimensions: consumer characteristics, advertisement characteristics, website characteristics, attitude, and product characteristics. Data was collected from 339 Jordanian university students. The results showed that income, internet skills, daily internet usage, advertisement content, and advertisement location significantly impacted the effectiveness of online ads. Additionally, website language and opinions of others were found to have notable influence on ad effectiveness. The study aimed to identify key factors affecting online ad effectiveness and purchasing intentions in the context of a developing country.
Harnessing Social and Mobile to Court the Digital ConsumerCognizant
1) The document discusses how social media and mobile devices have changed consumer behavior and expectations. Consumers now research products, share opinions, and make purchases across multiple digital channels.
2) A study of 1450 consumers found that they use smartphones and social media extensively in their purchase journeys, from discovery to post-purchase. Nearly half use social media to research products and listen to other consumers' experiences.
3) Brands must adapt to this new digital landscape by engaging consumers across social media, mobile apps, and websites. They need to provide an integrated online and in-store shopping experience to meet evolving consumer demands.
1) Social commerce has seen more success in Asia due to platforms integrating social and commerce activities, but Western platforms need a more practical approach that respects local consumer habits.
2) Completing a purchase within a social media ecosystem offers substantial revenue, but social commerce has been difficult to implement in the West due to entrenched online consumer habits and privacy/trust concerns.
3) Fast-growing markets have had more success with social commerce because their online infrastructures and behaviors developed later, avoiding friction from established habits in mature markets.
Social media and mobile devices are profoundly influencing consumer behavior and search marketing. More time is spent on social networks, especially via mobile devices, and consumers trust recommendations from social connections over traditional advertising. This is changing search engine algorithms to value social media credibility and optimize results for mobile. Successful search marketers are now integrating social media profiles and mobile-optimized content into their strategies to engage consumers where they are actively searching across different channels.
Robust impact to consumers' behavior from mobile in retail industryTMA Solutions
Mobile device ownership has increased dramatically since 1973, with almost every consumer in developed and developing countries now owning a mobile phone. In the US, over half of adults own smartphones, with ownership increasing 10% per year from 2011-2013. This widespread mobile usage has strongly impacted retail customers and behaviors, allowing shoppers to browse products and look up information anywhere at any time on their phones and tablets. Retailers must understand customer engagement with mobile devices and create highly customized shopping experiences to stay competitive in this new mobile environment.
Mobile Payments: Growth - Country Comparison - Usage; Whitepaper 2017Statista
This whitepaper provides insights on growth, compares the main markets, provides consumer views and highlights which mobile payment apps are popular.
More information: statista.com
A survey conducted by LoopNet and Google found that:
- Over half of commercial real estate searchers begin their search online, with most starting on commercial real estate services and tools.
- Mobile usage for searching commercial properties is also significant, with over half using mobile devices at least sometimes to search.
- Even when working with a broker, over half of searchers conduct their own online research to supplement the broker's search and ensure nothing is missed.
The document summarizes research from MasterCard on global consumer attitudes towards sharing personal data online. Through qualitative and quantitative research across 9 markets, they identified 5 distinct "personas" that consumers fall into based on their online behaviors and attitudes. The personas are: Open Sharers, Simply Interactors, Solely Shoppers, Proactive Protectors, and Passive Users. Open Sharers are highly engaged online consumers who are progressive in their use of mobile/social media and openly share data in exchange for deals.
Maximizing the ROI from Online MarketingScott Abel
Presented by Gian Fulgoni at Web Content Chicago, June 17-18, 2008.
Marketing dollars are moving rapidly from traditional media to the Internet. IDC estimates that $25 billion was spent on search and display advertising, in 2007, up 27% over 2006. However, the very nature of consumers’ online behavior dictates that marketers think in new ways if they are to maximize the return from their investments in online advertising.
This presentation will examine how consumers are using the Internet and identify the ways in which advertisers can best market to them. This will also reveal the key metrics that marketers need to use as they plan and analyze their online marketing efforts so as to maximize their ROI.
The database used for this discussion will be comScore’s panel of 2 million people who have given comScore explicit permission to track the complete details of their online activities.
Offline vs. Online Retail: Development - Comparisons - Consumer View; Whitepa...Statista
This whitepaper shows how well traditional retail truly fares against online retail, and provides information on the barriers and chances for both offline retail and e-Commerce.
More information: statista.com
This document discusses challenges with digital media measurement and opportunities for improvement. It notes that cookies often provide an inaccurate view of audiences as they don't always reflect unique individuals and are frequently deleted. Additionally, clicks are an incomplete metric and optimization based solely on clicks ignores most users. The document recommends moving to a viewable impressions standard and currency based on audience size rather than gross impressions to address these issues.
Mainstay - Managing Digital Place IdentityMainstay
Brands need to manage their digital place identity to harness the power of location-based information and consumer interactions across social media platforms. As mobile device usage grows, consumers increasingly rely on location data and online reviews to find local businesses. However, most brands are missing opportunities to benefit from these social interactions by not tracking local feedback and managing inconsistencies in their listings across directories. Maintaining accurate local profiles can improve search visibility and drive more customers to physical locations.
Brands need to monitor local consumer content on social media to understand customer sentiment. However, keyword-based monitoring misses around 70% of local content. As consumer content becomes more location-based, brands must augment their keyword monitoring with source-based platforms that can analyze location-specific content across multiple third-party sites to get a more complete view of what customers are saying about their local locations and business.
The mobile world is evolving at a remarkable rate, and as a result it is important for advertisers to position themselves ahead of what is sure to become a media landscape dominated by the mobile user. The new whitepaper by Catalyst & groupM Next lends insight into the way the new mobile consumers is behaving in the Canadian market, and provides recommendations for a shift towards a more contextual type of thinking for advertisers.
[Report] Indian Marketers are Ready to Adopt and Integrate Digital Marketing ...Social Samosa
Adobe released the second annual Adobe APAC Digital Marketing Performance Dashboard, in partnership with Adobe. A six-month in-field program comprising quantitative and qualitative surveys, the study benchmarked the levels of adoption, traction and success of digital marketing
The Social Media and Digital Trends You Need to Know in 2022 - Andy LambertThe Marketing Meetup
This document discusses recent social media trends, including a rise in livestreaming on platforms like Facebook and Instagram during the pandemic. It also notes TikTok's rapid growth and doubling of downloads compared to other apps. Key takeaways are that social platforms continue growing across demographics; TikTok's growth is unprecedented; livestreaming engagement will increase; new features can drive additional reach; and the future of social will be driven by niche communities and creators.
The document defines the target audience for a marketing campaign as Generation X individuals between the ages of 25-40. This group is comfortable with technology, relies on social media, and spends significant time online. The document recommends three digital media marketing opportunities: targeted email marketing, a Facebook fan page, and a mobile campaign. These options are suggested because Generation X is active online, uses social media regularly, and frequently accesses the internet via mobile devices.
This document summarizes GlobalWebIndex's quarterly report on brand engagement trends. It finds that search engines remain the most popular way for consumers to discover product information. Over a third of internet users have "liked" a brand on social media in the past month. Content-driven interactions like watching branded videos and sharing branded photos on Facebook are rising in importance. While financial rewards are the biggest motivator for promoting brands online, personal interests and love of a brand also drive advocacy. Technology and FMCG brands see the most online mentions.
This document discusses technology trends and consumer behavior related to technology adoption and online activities. Some key points:
- Internet access and speeds have grown tremendously over the past 20 years, allowing more people to access more content online. Consumers now own an average of 4 digital devices and spend 60 hours per week online.
- Smartphones and mobile devices have enabled new behaviors like second screening, where people use other devices while watching TV. Social media also allows people to discuss shows they are watching.
- Most consumers research purchases online before buying. They use search engines and read reviews. While e-commerce sales are growing, conversion rates remain low due to lack of trust without physical interaction.
- Popular
Online display ad click-through rates have fallen dramatically in recent years to under 0.1%. Research also shows little correlation between clicks and brand metrics. However, comScore's research using its panel of 2 million users found that despite low clicks, display ads can significantly increase website visits, branded searches, online sales, and offline retail store sales over 4 weeks. The research found lifts of at least 46% for website visits, 38% for branded searches, 27% for online sales, and 17% for offline retail store sales across 139 campaigns. This indicates display ads can impact consumer behavior through repeated exposures rather than just clicks.
The document discusses trends in native advertising. It provides an overview of how native advertising is still nascent but growing rapidly. It then summarizes various studies and statistics on the use and effectiveness of native ads. These include findings that while most media buyers already use native ads, two-thirds plan to use them more. The benefits of native ads for advertisers are discussed, but challenges like measurement and alignment with objectives are also noted.
This document discusses trends in consumer behavior and technology that are impacting marketing. It notes that while internet usage in Canada is high, many small businesses still lack an online presence. Consumers are doing extensive online research prior to purchases. Mobile internet usage and smartphone ownership are growing rapidly and will continue to change consumer habits. The document provides recommendations for marketers to have an online and mobile-friendly presence, utilize social media and location-based advertising, and provide measurable multi-media experiences to engage consumers.
How do online advertisements affects consumer purchasing intention empirical ...Alexander Decker
This document summarizes a study that examined how online advertisements affect consumer purchasing intentions in Jordan. The study developed a theoretical model with five dimensions: consumer characteristics, advertisement characteristics, website characteristics, attitude, and product characteristics. Data was collected from 339 Jordanian university students. The results showed that income, internet skills, daily internet usage, advertisement content, and advertisement location significantly impacted the effectiveness of online ads. Additionally, website language and opinions of others were found to have notable influence on ad effectiveness. The study aimed to identify key factors affecting online ad effectiveness and purchasing intentions in the context of a developing country.
Harnessing Social and Mobile to Court the Digital ConsumerCognizant
1) The document discusses how social media and mobile devices have changed consumer behavior and expectations. Consumers now research products, share opinions, and make purchases across multiple digital channels.
2) A study of 1450 consumers found that they use smartphones and social media extensively in their purchase journeys, from discovery to post-purchase. Nearly half use social media to research products and listen to other consumers' experiences.
3) Brands must adapt to this new digital landscape by engaging consumers across social media, mobile apps, and websites. They need to provide an integrated online and in-store shopping experience to meet evolving consumer demands.
1) Social commerce has seen more success in Asia due to platforms integrating social and commerce activities, but Western platforms need a more practical approach that respects local consumer habits.
2) Completing a purchase within a social media ecosystem offers substantial revenue, but social commerce has been difficult to implement in the West due to entrenched online consumer habits and privacy/trust concerns.
3) Fast-growing markets have had more success with social commerce because their online infrastructures and behaviors developed later, avoiding friction from established habits in mature markets.
Social media and mobile devices are profoundly influencing consumer behavior and search marketing. More time is spent on social networks, especially via mobile devices, and consumers trust recommendations from social connections over traditional advertising. This is changing search engine algorithms to value social media credibility and optimize results for mobile. Successful search marketers are now integrating social media profiles and mobile-optimized content into their strategies to engage consumers where they are actively searching across different channels.
White Paper: Local Search Usage Study 2009Cory Grassell
This document summarizes the key findings of a study on local search marketing and consumer media usage trends. Some of the main findings include:
1) Print media usage is declining as consumers search for local business information increasingly online through alternative methods such as search engines, Internet Yellow Pages, and local search sites.
2) While Yellow Pages usage may be down slightly, Internet Yellow Pages are experiencing significant growth as print Yellow Pages users transition online.
3) Search engines like Google have developed local search applications that have overtaken online business directories in popularity for local and Yellow Pages searches.
4) Mobile search and social media are growing areas that marketers need to pay more attention to in developing effective cross-platform
Business Case #7 Internet Marketing The Internet has b.docxRAHUL126667
Business Case #7
Internet Marketing
The Internet has been the fastest-growing marketing medium in recent years. As Internet
technology has developed and broadband penetration has increased, numerous opportunities have
arisen which more and more companies are trying to exploit.
This note describes various aspects of online marketing. Each section of the note is self-contained
and addresses a particular theme:
The first section, “The online audience”, explains how, and how widely, the Internet is used today.
A medium is only useful for marketing purposes if it allows sellers to reach potential buyers. This
section looks at online shoppers and their willingness to research and carry out purchases online.
The second section, “Particularities of the Internet”, compares the Internet with other media. The
Internet is different from other media in certain respects, but there is nothing to be afraid of. The
challenge is to exploit its particularities so as get the best possible return on investment.
The third section, “Potential of Internet marketing”, shows how the Internet can be the vehicle for
marketing activities at all stages of the purchase process. Whether the aim is to arouse consumer
interest in a sales proposition, explain the proposition or close a sale, the Internet has the tools to
do it.
The fourth section, “Options for Internet marketing”, describes the most widely used online
marketing tools.
The fifth section, “The Internet marketing market”, presents the players in the market. To find the
right service provider, assuming we have decided what we expect from our online campaign and
how we want to approach it, we need to know the types of companies there are and the services
they offer.
The last section of the note, “Examples of Internet use”, describes some advertising campaigns
that have included the Internet in their media plan. This section is not intended as an exhaustive
sample but presents different ways in which the Internet has been used by companies that
advertise online.
At the end of the note we attach a list of sources of up-to-date information about the Internet.
Although the ideas and concepts set forth in the note are relatively well established, the statistics
are likely to change quite rapidly. Anticipating this eventuality, we indicate public sources from
which the latest figures on Internet marketing can be obtained.
Business Case #7
The Internet Audience
Who is Online?
One of the first questions to be considered when organizing a communication campaign is who
the intended audience is. The larger the population that use a given medium as a source of
information, the more communication options that medium will offer.
The population of Internet users in Spain is around 22.5 million and the population of daily users,
around 12 million. This makes the Internet the sixth most widely used medium.
Figure 1. Penetration of the m ...
Consumer behavior in digital world - A New DimensionMoses Gomes
Consumer behavior study helps to identify consumers and target audience, the study provides in – depth analysis, which helps to identify the target audience. With the advent of social media, the process of studying consumer behavior has changed drastically. Social media along with Big Data helps to give better insights about consumers, this will prove a boon in the coming decade for marketers.
The document discusses several top digital media trends for 2020 and beyond, including:
1) Search and social media will take up over half of all digital ad spending, with search at 31% and social media such as Facebook and Instagram at 28%.
2) Native ads, in-feed/in-content ads, and recommendation widgets will be prominent digital ad formats. Native ads see higher views and purchase intent than traditional ads.
3) Stories, shoppable posts, and interactive voice ads will be important trends on social media, with stories driving brand awareness and engagement across platforms. Voice ads allow two-way conversations with consumers.
4) Location-based marketing using mobile devices and geo-targeting
Los números más importantes del 2015 y las tendencias que hay que monitorear en el 2016
The numbers that mattered in 2015 and the trends to watch in 2016
Source: GlobalWebIndex
The following whitepaper from IBM which throws more light on how digital marketers are leveraging technological tools to engage better with today’s digitally empowered customers.
NJ Advance Media provides leading digital marketing solutions to connect businesses with targeted audiences across their network of local news websites, newspapers, and magazines in New Jersey, offering integrated campaigns utilizing platforms like search, social media, and video to reach over 6 million adults in the local market.
This document discusses the importance of using data-driven insights to inform communications strategies and campaigns. It advocates approaching communications as both an art and a science by crafting compelling narratives (the art) that are informed by audience insights and trends uncovered through data analysis (the science). The document provides examples of different types of data and insights that can be used, such as audience research, keyword research, and competitor analysis, and how integrating these insights at the start of the strategic planning process helps create successful, targeted campaigns.
The document summarizes findings from a global study on how digital technology is impacting shoppers' behaviors. Some key findings include:
- While 90% of internet users make online purchases, 65% also use digital channels like websites and apps to research products before purchasing offline.
- Countries with fast-growing economies have more digitally savvy internet users who integrate online and offline shopping more than users in developed markets.
- On average, global internet users spend 19% of their online time browsing and shopping, and make about 3 purchases per month online. Users in China make nearly twice as many online purchases monthly than the global average.
Sohn&kim(2012) a study of influecing factors for purchase intentions in socia...Sohn Woong
This study examines factors that influence purchase intentions on social commerce platforms. It analyzes attributes of social commerce like economy, necessity, reliability, interaction, and sales promotions. Through a regression analysis, it finds that economy, necessity, reliability, and sales promotions significantly affect purchase intentions. The study provides insights for social commerce businesses to better understand customer needs and reasons for purchase, and to develop effective marketing strategies.
Worldwide Partners surveyed its network agencies and consumer panel in October 2009 about digital trends.
Key findings: Consumers have integrated digital/mobile technologies into daily life. Facebook and texting are most popular. Mobile phones are replacing landlines and consumers expect apps for all activities. While research begins online, many still prefer shopping in stores. Privacy is important and consumers do not want ads on mobile devices. Emerging trends include growth of mobile apps, mobile video and integration of TV/video onto multiple platforms. Marketers should create transparent online customer service and optimize sites for all devices including mobile.
Whitepaper definitive-guide-social-sellingDaniel Howard
This document provides an overview of social selling and its benefits. It discusses how social media has empowered business customers to research options online and participate in larger buying teams. This has changed the traditional sales process, as customers are now well-informed before engaging with salespeople. The document argues that social selling, using social media for listening, engagement and collaboration, allows salespeople to connect with customers earlier in their buying process and provide value through insights. It summarizes that while social selling shows benefits, most companies still lack formal social media strategies and training for their sales organizations to fully leverage social media.
This document discusses the rise of social selling and how it has become an inevitable consequence of social buying. It defines social selling as the use of social media by sales organizations for listening, customer engagement, and internal collaboration. It also outlines the key pillars of social selling - listening and learning about potential customers on social media, researching and relating to their needs, engaging and impressing them, and collaborating both internally and externally to close sales. The document argues that social media has empowered customers to research options online and make well-informed purchasing decisions, often completing over half the buying process before engaging with salespeople. Thus, social selling is an important strategy for sales organizations to connect with these socially-empowered customers.
This document discusses the rise of social selling and how it has become an inevitable consequence of social buying. It defines social selling as the use of social media by sales organizations for listening, customer engagement, and internal collaboration. It also outlines the key pillars of social selling - listening and learning about potential customers on social media, researching and relating to their needs, engaging and impressing them, and collaborating both internally and externally to close sales. The document argues that social media has empowered customers to research options online and make well-informed purchasing decisions, often completing over half the buying process before engaging with salespeople. Thus, social selling is an important strategy for sales organizations to connect with these socially-empowered customers.
Similar to White Paper: Local Search Usage Study 2010 (20)
Print Scans: NPH Parents Crosslink Direct MailCory Grassell
Parents Crosslink provides resources to help churches and families nurture faith. The quarterly publication and website address real family issues with practical advice. They aim to strengthen parents' ability to raise children in a sinful world and bring more people into God's family through outreach. The media are an essential part of congregations' ministry and an interactive, biblical, economical, and relevant way to pass on faith.
This document provides an overview of the Sail Away! vacation Bible school curriculum from Northwestern Publishing House. The curriculum includes daily Bible lessons, activities, and songs centered around sailing themes. It is designed to encourage summer fun, faith learning, and church outreach. Materials include student lessons, teachers guides, music, and promotional resources to help plan and implement the VBS program.
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The document summarizes a 5-day Christ-centered vacation Bible school curriculum called "Ready, Set, Gold!" for children, teens, and adults. It includes 6 levels from ages 3-4 to adult/teen. Each day focuses on an Olympic sport and Bible lesson about how God wins the victory for believers through Jesus. Lessons teach that God's team trains in his word, trusts in God, serves God and others, and celebrates God's benefits. Student materials are available for purchase for each level.
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The document promotes and provides details about the vacation Bible school curriculum "Making Tracks." It encourages enrollment in summer 2007 programs and provides ordering information for lesson materials, music, crafts, and promotional items to help churches run their VBS. Key elements of the curriculum include Bible stories, lessons, songs and activities centered around a railroad theme to help children learn about God and Jesus.
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SyNet Media is a local print and marketing company that offers various services like marketing collateral, internal company projects, and variable-data marketing campaigns across multiple media channels. They can personalize direct mail, email, and landing pages for each recipient on a customized mailing list using variable data. SyNet Media is located in Milwaukee, WI and offers free marketing consultations and can discuss print needs.
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Being a Christian woman comes with challenges in a changing world but also opportunities to experience God's love. While experiences may differ, a common thread is finding God's love in Jesus that connects women. The document encourages weaving God into daily life through shared experiences.
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This document provides information about a new book titled "This We Believe: Questions and Answers" which explores the nine key biblical doctrines of the Wisconsin Evangelical Lutheran Synod. The book answers 333 common questions about religious topics in an easy-to-understand format without theological jargon. It is intended to help Lutherans respond to doubts or questions from others by strengthening their understanding of Lutheran beliefs. The publisher is offering bulk discounts on orders of ten or more copies through October 31st, 2006 to help congregations purchase copies for use in classes, studies, and as gifts.
Northwestern Publishing House is holding its 3rd Annual Stock-Up Sale from February 8-23, 2008. During this limited-time sale, customers can receive free shipping on orders of $100 or more by visiting www.nph.net/stockup. The sale allows customers to stock up on supplies from Northwestern Publishing House.
This document provides a summary of new products from Northwestern Publishing House (NPH), including books, Bible study resources, and children's materials. It highlights a new 12-book Bible story series, children's books featuring the character Buttons, and the final volume in The People's Bible commentary series. The catalog introduces new items and subscription options while also including a list of currently in-print NPH products. The goal is to help readers grow closer to Christ through these faith-building resources.
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This document is an advertisement for a set of four books and a devotional called "Devotions for People who Grieve" from Northwestern Publishing House. The four books are titled "God's Children Never Die", "Help Me, Lord", "With Tears in Our Eyes", and "When Jesus Is There" and can each be purchased individually for $499 or as a set for $1599. The document provides ordering information including a phone number and website to purchase the books or devotional.
For its 50th anniversary, Meditations is publishing a collection of 366 daily devotions from its past issues in a new hardcover edition titled Meditations on Favorite Scriptures. The devotions have been updated to use the NIV translation and include a short Scripture text and prayer. Churches can reserve copies for $11.99 each by placing a bulk order of 10 or more books by April 16th, receiving a 40% discount off the $19.99 retail price.
This document provides information about several Christian devotional books and resources available from NPH (Northwestern Publishing House). It describes the contents and themes of books focused on Advent, Lent, daily devotions, family devotions, and the history of Pietism. Prices and page counts are provided for each resource.
The document discusses reviews and feedback about the God's People book series. It provides several positive quotes praising how the books steer readers to Christ by drawing parallels to Jesus, retell biblical stories, and introduce readers to lives and people they may not understand. The writing style is described as interesting and easy to read. The series is called a welcome addition that readers couldn't put down. The document also advertises subscribing to the series to receive future books and save 10% on individual books.
"The Lord needs it." He will show you a large upper room, all furnished; make preparations there.
CONGREGATION: So the disciples went and found things just as Jesus had told them; and they prepared the Passover.
LEADER: When it was evening, he reclined at the table with the twelve disciples. And as they were eating, he said, "Truly I tell you, one of you will betray me." They were very sad and began to say to him one after the other, "Surely not I, Lord?"
CONGREGATION: Jesus answered, "The one who has dipped his hand into the bowl with me will betray me. The Son of Man
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This document promotes the Adventures in Faith book display program from Northwestern Publishing House. It offers to customize book displays for various church events and occasions, such as Advent, Lent, Easter, vacations Bible school, and more. It provides all the materials needed for the display, including instructions, advertising, bookstands, and order forms. Hosting a display requires minimal work and costs for the congregation. Orders are then shipped directly within 48 hours.
1. TMP DIRECTIONAL MARKETING
AND 15MILES:
BRIDGING THE GAP, FROM SEARCH TO SALES
LOCAL SEARCH USAGE STUDY
SEPTEMBER 2010
1
2. Objectives and Methodology
The objective of our annual study, commissioned through comScore, was to monitor the shifts
in consumer behaviors, opinions and media selection within the framework of local search.
Monitoring these shifts helps us understand how consumers use and value search engines, print
and Internet Yellow Pages, local-search sites, emerging media and more.
Our study consisted of two components: survey results and observed online behavior. These
two components help us determine if what consumers say about their search experiences are in
line with how they actually search.
Survey Results
In July 2010, comScore administered this year’s survey to online users of local-business search
(survey sample was taken from comScore’s proprietary panel of two million online consumers).
For survey purposes, local-business search is defined as follows: “Local-business information
includes details, such as the business name, phone number, address, hours of operation,
specials, promotions, products carried, payment types accepted, etc.”
After participants were emailed an invitation to take the online survey, which we structured to
be completed in approximately 15 minutes, comScore collected over 4,000 completed
responses. The results were grouped into three major site categories (see Table 1) over the
course of Q3 2010.
Observed Online Behaviors
We based our findings of online behaviors on a sample of one million consumers, who agreed to
have their Internet searches monitored anonymously.
2
3. Executive Summary
During a breakout year in which total U.S. searches increased by 13.8 percent — from 21.9
billion a year ago (and, yes, Google still “owns” search) — Bing, Facebook and Twitter were just
some of the major players to introduce enhanced local-search features. While search is
undoubtedly increasing, the aforementioned enhancements indicate that the media landscape
is evolving to the point that online search, mobile media and social networks are converging on
local markets. As each platform crosses over into other arenas, search will continually become a
convoluted, interlocking web.
As a marketer, you likely have many questions about how such changes are impacting search.
On what media types should you focus to resonate with today’s consumers? How do you make
sense of consumers’ changing behaviors across various media types? What impact do these
search trends have on your bottom line? (The latter question is, perhaps, the most important.)
With so much research today focusing on where search happens, our focus is on where sales
happen.
As in years past, our annual Local Search Usage Study demonstrates how consumers are
inundated by media choices when researching, searching and purchasing (collectively referred
to as the purchase process). Each year, we see progressive shifts in how interactive media is not
only altering search, but also how it is bridging generational gaps. As search evolves, more age
groups are falling into the e-age of adopt and adapt, and overall media selections are changing,
as a result.
You’ll find that as parameters for consumer groups become more relaxed or compromised,
digital acceptance is spanning generations, from teenagers to parents and even grandparents. In
other words, the cross-demographic adoption of digital media is creating a new generation of
searchers/consumers. This generation, which will be referenced as “Generation Now” (hereafter
referred to as “Gen Now”) in this report, consists of search-savvy consumers in all age groups,
who possess a keen ability to keep up with technology and to adapt if new channels meet their
needs faster. They have the world at their fingertips, are fluent in search and know how to
access information in a timely fashion (in fact, they demand it). Put simply, they expect relevant
search results — now.
To effectively reach Gen Now, the key is to develop and optimize a complete search presence so
that you can be found where consumers live, work and shop: within their local markets. As you’ll
learn in this report, local markets (and your search presence within them) bridge the gap, from
search to sales. In fact, a majority of consumers prefer to shop within 15 miles of their homes or
places of employment.
A local strategy is something that marketers can no longer afford to overlook. To help you
bridge the gap between your business and where sales happen, our annual study breaks down
year-over-year search totals, so you can see how media is influencing search patterns. Such
patterns include how your potential customers are spending their time and where they are
migrating.
3
4. By measuring several key aspects of consumer trends — behaviors and decisions — we uncover
the insights necessary to influence marketers’ search strategies. Here are the major findings
highlighted in this year’s report:
Trend 1: Online search is the preferred method for information about local businesses.
The Internet has altered how consumers find the information necessary to make
informed purchase decisions, and it continues to be the most-effective medium in the
lives of consumers.
The majority of local-business searches are conducted online, with 70 percent of
consumers citing online sites as their primary sources. That is up seven percentage
points from 2009. Furthermore, more than half of local-business searchers spend the
majority of their time searching online.
Trend 2: Search engines are most popular, but they’re not growing as fast as other
media.
With the introduction of mobile and social media, search engines have been tested,
yet they stand resolute as the preferred choice among consumers.
While search engines comprise more than 60 percent of the online-search market share,
non-search engines’ (e.g., social networks, mobile media, online directories, etc.) 22-
percent surge is outperforming search engines’ nine-percent growth since 2009.
Trend 3: Local searchers possess more potential in terms of post-search activities.
Local searchers are more apt to buy.
To understand how consumers search and purchase over time is to better grasp how to
bridge the gap, from search to sales. More sales happen among local searchers looking
for nearby businesses: Following their online searches, local searchers are more likely
than general searchers to contact businesses or to purchase from them.
Trend 4: An incomplete search presence won’t complete the sale.
Consumers tend to be savvy searchers, but that only goes so far, as businesses must
proactively develop a comprehensive search presence with essential information.
In the absence of successful searches, one of three consumers abandon their searches
altogether. One cause of this is the information provided about local businesses. In fact,
17 percent are dissatisfied with the information provided when searching for local
businesses online or via mobile devices. The most-common reason for being dissatisfied
is the inability to find the desired businesses.
4
5. Trend 5: To develop a complete search presence, local businesses must consider every
avenue.
There are many paths to achieve a local-search presence, yet one, ultimate goal:
increased sales. For best results, consider every possible avenue on which your
customers are traveling.
IYP sites fell to only 32 percent share of local searches, while local sites (e.g., Citysearch,
MapQuest, etc.) now claim two-thirds of local searches. Thanks to Google Maps and
Bing Maps’ continued expansion, local sites’ year-over-year growth increased from 51
percent to 68 percent.
Trend 6: Print is declining, but it still holds value for today’s consumers.
Although traditional channels like print Yellow Pages have dropped in usage as
primary sources of business information, usage and value as secondary sources remain
strong.
Even print Yellow Pages are holding their ground as a secondary source for business
information (ranked second behind search engines). As in years past, this data supports
the trend that consumers research online, then go offline to contact or visit businesses.
Trend 7: With emerging media on the rise, a diverse media mix must now include
social and mobile marketing.
A savvy searcher adopts the latest technology; a savvy marketer follows suit.
In the quest for local-business information, more age groups are adopting social and
mobile media. In fact, our study revealed double-digit growth in usage, particularly due
to smart-phone adoption and the burgeoning popularity of ratings and reviews.
Furthermore, the rising popularity of the mobile browser and mobile apps makes social
networking easier via mobile phones, meaning social and mobile overlap to some
degree. Not only are more consumers engaging with new media, users are also
demonstrating a higher propensity to contact businesses and/or purchase from them
after conducting online searches.
5
6. What a Difference a Year Makes: Search Growth in the U.S.
While overall searches in the U.S. increased almost 14 percent over 2009, search totals were
driven by:
Intensity growth of five percent (114 searches per consumer), which is attributed mostly
to “heavy searchers” (defined by the top 20 percent of searchers) whose intensity is up
seven percent.
An increasing U.S. searcher base of 217.8 million (June 2010).
Similar to total U.S. searches, IYP searches surged 14 percent. Meanwhile, local-portal searches
lagged behind at six-percent improvement. Both figures demonstrate a rather steady trend over
the past year. In both categories, Google Maps/Google built upon its lead, with market shares of
41 and 45 percent, respectively. Furthermore, enhancements to Bing Maps pushed Microsoft’s
IYP/local market share up by seven points. In fact, Bing Maps (along with enhancements to
Google Maps) is highly responsible for local sites now claiming two-thirds of IYP/local searches.
As previously mentioned, non-search engines are outperforming search engines in terms of
growth. Among search engines, Google, Yahoo!, Ask.com and Microsoft (i.e., MSN, Bing) are on
the rise, with the most notable changes from Microsoft (up 77 percent). AOL is the only general-
search site studied that experienced a decrease in usage (down 14 percent). Non-search engines
demonstrated strong year-over-year search growth, fueled mainly by Facebook (up 210 percent)
and Amazon (up 46 percent).
6
7. These numbers prove that local search has become the industry’s focus, as major players have
all turned their attention to enhancing their local products: Bing Maps, Google Maps and Places,
and more. Undoubtedly, the local-search market share has been altered. Even non-search
engines, such as social networks coupled with mobile penetration, continued their push into the
local-search landscape, particularly with the launch of Facebook Places and Twitter Places.
Expect more platforms to enhance their local solutions in the coming year, painting a bright
future for online and mobile search and an uncertain forecast for traditional channels.
Key takeaway: Develop your search presence across various online platforms, from general
search to social media. Failure to do so could result in missing a major segment of your target
consumers. Obviously, data supports the fact that consumers are searching with added
frequency, but being unable to find you when (and where) it matters most could spell additional
sales for your competition.
7
8. Primary and Secondary Sources of Local-Business Information
We’ve said it before, and we’ll say it again: Today’s consumers, or your potential customers, are
scattered across various sources, from traditional to interactive media. With so many media
sources available, marketing in the twenty-first century has inundated Gen Now with
information overload, which is why a majority of messages go ignored. The ability to choose the
messaging they want to receive means consumers have more control of content than ever
before. All this has led to a fundamental shift in marketing: Consumers do not want to be
advertised to; they want to be advised.
For instance, the marketing shift has ushered in a growing importance on ratings, reviews and
social networks, where peers are freely exchanging their opinions and are influencing purchase
decisions. Emerging media, such as social and mobile, is affecting what consumers consult first
in their quest for business information. That means that as these trends continue to grow in
importance and as they rise to the forefront of search, marketers must rethink how to reach
Gen Now.
Despite the rise of social networks and mobile media, there is no all-in-one solution for targeting
Gen Now. As in previous years, our study supports the pattern that consumers continue to be
scattered.
As the local space continues to heat up, more consumers in 2010 are consulting search engines
(up two percent), mobile media (up two percent) and local-search sites (up one percent) as
primary sources for business information (see Table 3).
The news for print publishers is mixed: Nine out of 10 consumers still believe that print
directories are valuable sources of shopping information, and 80 percent of searchers still own
print directories (12 percent never use the print directories that they own). While a sizeable
portion use Yellow Pages directories as primary sources of local-business information, the
number has decreased from 28 percent in 2009 to 23 percent in 2010 (but still second overall).
8
9. The forecast for the print industry will continue to be affected by the following:
More states are passing legislation to allow consumers the ability to opt out of receiving
print directories. In fact, seven of 10 business searchers believe that they should be able
to do so.
Print directories are primary sources among older generations. As younger
demographics continue to outnumber older searchers, offline search could continually
decline.
With the introduction of IYP sites, the Yellow Pages have found a way to stay relevant in
a marketplace shifting more toward digital media. Usage of IYP as a primary source is
up, from 21 percent last year to 22 percent this year.
While print media as a primary, stand-alone source has slowed, its use as a secondary,
complementary source remains strong. In fact, print ranks second behind search engines as the
most-used secondary source. And when combining percentages for both primary and secondary
sources, print holds its second position. As proof that print media is more effective when
combined with other media, 44 percent of those who consult search engines use print
directories as secondary sources, compared to 52 percent for IYP sites, 42 percent for directory
assistance and 38 percent for local-search sites.
9
11. Of all the search options available, Gen Now is most engaged with interactive media when
searching for local-business information. Sixty-four percent use social networks once a week or
more, and 70 percent of mobile users utilize their devices once a week or more. Both platforms
outperformed search engines (61 percent) and local-search sites (49 percent). Print users are
the least engaged with the medium; only 27 percent use it once a week or more (see Table 4).
Key takeaway: For a truly effective search strategy, diversify your portfolio to include a cross-
platform mix of media sources, including print directories and emerging media. Consumers are
scattered, so scatter your messaging through a comprehensive search presence.
11
12. Social: The New Search
Our study concludes that Gen Now is flocking to social-networking sites for local-business
information. Of the online social networks, Facebook is king with a 93-percent usage rate. To
find local-business information on social sites, a majority (56 percent) visit companies’ pages,
and 55 percent seek peer referrals and recommendations through their online networks. After
securing peer referrals, nearly three-quarters are likely to use the local businesses
recommended.
If consumers can find the brands they’re seeking on social sites, the payoff is positive for
business: Sixty-nine percent of consumers are more likely to use a local business if it has
information available on a social-networking site. Data like this will continue to impact the
industry, demonstrating that the market is changing. Social media, once considered a fad, is now
becoming a standard part of consumers’ daily living and businesses’ marketing plans. Companies
that have remained hesitant to join the social revolution or to embrace the social buzz are
finding it increasingly important to make their brands socially acceptable.
Social media offers companies a unique opportunity to actively participate in the conversations
surrounding their brands. Our research shows that active participation is key: Eighty-one
percent of social networkers believe that it is important for local businesses to respond to
questions and complaints on social sites. Furthermore, establishing a social-networking page
just to have one is considered a poor practice, as social networkers demand a variety of
information from businesses:
12
13. Seventy-eight percent want special offers, promotions and information about events.
Seventy-four percent place importance on regular posts about products.
Seventy-two percent value regular posts about companies.
Sixty-six percent want company photos.
Key takeaway: Target consumers where they are actively gathering and conversing. But don’t
just dive in; participate. That’s because social media is more about conversations and
engagement than it is about campaigns. Use it to foster a positive brand reputation by regularly
interacting with consumers and by responding to feedback, both negative and positive.
Furthermore, monitoring ratings and reviews can assist in enhancing current products/services
and departmental issues affecting brand reputation. The connections you make will reap
rewards, as consumers spread your messaging and reputation virally.
13
14. What’s Intent Got to Do With It?
Fact: Consumers engage in different types of searches at various stages of the purchase cycle.
Their searches primarily consist of gathering research about the products/services that meet
their needs, as well as finding local businesses that carry those products/services. Without
understanding search intentions, businesses may find it difficult to effectively target potential
customers with the proper information on the appropriate platforms.
Holding true to last year’s study, Gen Now researches online early in the purchase process to
discover the products/services that will fulfill needs. From there, consumers use offline search
to find particular businesses — in and around their local areas — from which to buy the
products/services that they identified through their online research. In fact, a majority of
consumers (64 percent) expect a business’ distance to be within 15 miles.
Did you know that 45 percent of consumers don’t have specific businesses in mind when
conducting local searches? In fact, more local-business searchers overall are beginning with
general terms in their search queries, rather than categorical or business-name terms. They
have products/services in mind, but they aren’t sure where to purchase. That’s a huge untapped
market bursting with potential. If brands can optimize their local presence, the door is open for
them to enter the consumer psyche during the research and search phases of the purchase
process. The inability to be found equates to missed leads and, worse yet, sales.
On the other hand, social and mobile users are more likely to search with specific businesses in
mind (56 percent and 60 percent, respectively). That makes sense considering social networks
lack sophisticated general-search functionality, meaning users typically know beforehand the
names of the brands they wish to follow. Also, mobile users are already outside their homes,
looking for nearby businesses to fulfill their immediate needs. In other words, mobile users are
serious about purchasing. As expected, social and mobile users are less likely to search offline
for local businesses.
14
15. Gen Now searches with different goals in mind. Listed below are some reasons for differences in
search intent:
More than one-third of local-business searchers go online because it simplifies
product/service comparisons. Less than one-third do the same regarding business
comparisons.
Compared to 52 percent of mobile users, 42 percent of local-business searchers go
online because more options are available.
Social networkers are more likely to use the Internet for research, not purchasing.
They’re also more concerned about speaking with people offline before purchasing.
Key takeaway: The purchase process consists of many stages, but marketers must be aware that
most consumers search without specific brands in mind. Provide optimized and accurate
information so that you appear early in the research/search phases and so that consumers can
easily find you offline.
15
16. Great Expectations
Increasingly, savvy searchers understand how to get the information they need — now. Here,
we’ll analyze how search intentions (see previous page) drive consumer expectations, which, in
turn, affect the types (and how frequently the types) of search portals are used. For the purpose
of this study, we assessed search expectations among general, local, IYP, mobile and social
searchers.
General searchers are more likely than local and IYP searchers to have the goal of researching
products and services online. Forty-eight percent of general searchers look for business
websites, while local searchers expect driving directions and maps (thanks, in large part, to
Google Maps and Bing Maps). Phone numbers, addresses and hours of operation remain the top
features that local-business searchers expect to find, particularly on IYP sites.
Social networkers and mobile users have similar expectations relative to one another, and these
expectations are more drastic compared to local-business searchers in general. For example,
mobile users expect a business’ distance more than their fellow searchers. They also look for
phone numbers, addresses, driving directions, maps and hours of operation more than social
networkers. But both mobile and social users regard consumer ratings and reviews most highly
of all searchers.
In fact, 78 percent of social networkers (a three-percent increase over 2009) and 71 percent of
mobile users (plus nine percent over 2009) consider consumer ratings and reviews important in
making their purchase selections. In addition to regarding their importance, social and mobile
users are more likely to write reviews (38 percent and 39 percent, respectively), as more than 40
percent have submitted two to five in the past 30 days. Of those who haven’t submitted
reviews, most have at least considered it.
16
17. With the rise of social networks and mobile media, Gen Now is quickly adopting the latest
technologies and adapting their search behaviors accordingly. As more consumers go to mobile
and social media to search, brands need to be there. With the recent launch of Facebook Places
and Twitter Places, businesses can claim their listings in local markets — proof that social media
is moving into local search. But if consumers cannot find businesses on their preferred search
platforms, they become dissatisfied. In fact, leading causes of consumers’ dissatisfaction are as
follows:
Forty-six percent of social users are unhappy because they can’t find the businesses
they want (36 percent of mobile users).
About one-fourth each of social and mobile users are dissatisfied because of incorrect
business information.
About 33 percent each of social and mobile users complain that the search for local
businesses is too lengthy.
Key takeaway: Consumers have expectations over the type of results that they’ll get when
researching and searching for business information. As search becomes more sophisticated,
such expectations will affect how and where consumers search. The keys are to be where
consumers are actively searching (develop a presence) and to provide accurate
listings/information for a satisfactory search experience.
17
18. Oooh, Pick Me!: How Consumers Arrive at Purchase Selection
Between the early phase of online research and the final stage of offline purchasing, what
triggers the consumer to pick one business over another? While search behaviors, intent and
expectations vary across different search platforms, one factor remains consistent in shaping
purchase selection: business location.
As was the case last year, business location is the top selection criterion among local-business
searchers online. Business location is followed closely by business familiarity. Other factors
influencing purchase selection include:
First business listings in search results.
Consumer ratings and reviews online.
Ads in print Yellow Pages.
Breaking this down by type of search site, IYP users are most likely to make a selection based on
business location (up two percent over 2009) and familiarity (down one percent from 2009).
Compared to 37 percent for IYP users, 35 percent of local-site users and 32 percent of general
searchers look first to business location.
Business location topped the list of criteria for social and mobile users, as well (29 percent and
32 percent, respectively). This, too, was followed closely by business familiarity. In fact, social
users ranked business familiarity four points higher than a year ago.
When considering business location, a majority of consumers (64 percent) expect the distance
to be within 15 miles, with more consumers than last year ranking in the “1–5 miles” category.
18
19. In addition to location, local-site users are most likely to use consumer ratings and reviews,
increasing from 10 percent in 2009 to 14 percent in 2010 (the highest growth in this category);
meanwhile, IYP and general-site searchers in this category remained constant year over year.
Key takeaway: As the local-search industry continues to boom, consumers will demand
improved search results with added relevance for their lives. Not only does Gen Now want
information faster, it wants information that’s closer to home. Within 15 miles of the consumer
home or place of work is where sales happen. The time is now to start bridging the gap between
your franchisees and local customers.
19
20. Search: What’s Next?
Without this section, there are no leads or sales. Everything we have presented thus far has
culminated in this key area of research: post-search activity. After all, what consumers do after
searching is the main ingredient for growing your business and boosting your return on
investment.
This year’s data indicates that a majority of searchers contact at least one business, with only 21
percent not making any form of contact at all. Of that percentage, IYP users are more likely than
local or general searchers to do so, with 87 percent contacting one or more businesses. Also,
mobile users are more likely than social networkers to make contact, as 84 percent reached out
to at least one local business.
While 92 percent of IYP, local and general users overall indicated successful searches (more
respondents listed themselves as “extremely satisfied” this year versus 2009, as well as being
more likely to return to the search sites used), 30 percent of local-business searchers with
unsuccessful searches give up altogether (general-search users ranked highest among those
most likely to abandon their searches). At the same time, that means 70 percent continue
searching for more information until they receive the desired results. Follow-up tactics include
consulting directory assistance and print directories, as well as using alternate keywords and
sites. In fact, this year marked three notable shifts in additional offline and online research: print
directories (an 18-percent increase compared to 2009), comparison-shopping sites (up six
percent) and social networks (seven-percent growth).
Social networkers are less likely than mobile users to stop searching if their first attempt fails (20
percent and 32 percent, respectively). That’s because they’re more likely to change search sites
or to choose a search result anyway. Of the two groups, mobile users are less likely to consult
print directories (11 percent) and additional search sites (23 percent).
20
21. Assuming that their searches prove successful, consumers react in various ways. But searchers
across all categories share one thing in common: They research online, but they make contact
offline. As digital as consumers have become, they still prefer to see and feel the products they
intend to purchase, and they still value the personal contact of sales associates — something
that only offline behaviors can provide.
That is proven by the fact that only nine percent of searchers contact businesses online,
whereas 38 percent use the telephone and 36 percent make in-store visits. IYP searchers (49
percent) are the most likely to contact businesses via telephone. Local-site users (42 percent)
are more likely to physically visit businesses than IYP (32 percent) and general searchers (35
percent). Furthermore, the number of mobile and social users making online contact declined
year over year, from 11 percent in 2009 to nine percent in 2010. Collectively, 38 percent of
mobile/social users contact businesses via phone, and 36 percent do so via in-store visits.
When searchers (overall) pinpoint the local businesses that carry the products/services they
need, about half make purchases via websites, telephones and physical storefronts. Seventy
percent of mobile users purchase, compared to 67 percent for social networkers. See Table 9.
Key takeaway: With sales as the final goal, your search presence is ultimately about driving a
response, whether you seek phone calls, in-store visits or even online requests. To bridge the
gap, from search to sales, your search presence must be complete with the information
consumers need to make transactions.
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22. The Year of Mobile
As proof that consumers are becoming savvier searchers, mobile and social media weren’t even
mentioned on our list of influential search platforms four years ago. Fast forward to this year’s
data, and we are seeing signs of searchers adapting to changes in technology, thus enabling
them to get the information they demand with quickness and ease. As Gen Now continues to
adopt the latest search platforms to harvest relevant information, emerging media, such as
mobile devices, will soon morph into standard methods of searching. Let’s analyze the mobile
trends for 2010.
As of June 2010, 46.5 million mobile subscribers have accessed local-mobile content, a 36-
percent increase over 2009:
29.2 million have used mobile browsers (up 35 percent year over year).
22 million have accessed content via apps (plus 61 percent year over year).
11.7 million have utilized SMS (up 22 percent year over year).
Of the mobile users surveyed, 39 percent (overall) research local businesses via the mobile
Internet and/or mobile apps. Fifty-nine percent of smart-phone owners do the same, making
them three-times more likely than feature-phone owners to conduct this type of search. Also,
five times more smart-phone than feature-phone owners use localized phone apps, such as Yelp
and YP.COM.
Separating actual usage from preferred methods of mobile search, smart-phone owners
reinforce search patterns: They have a 20-percent higher preference than feature-phone owners
for researching local businesses via Internet browsers or apps; 34 percent of feature-phone
owners favor calling directory assistance versus 16 percent of smart-phone owners. In both
categories, texting remains a low priority for searching/researching local businesses. Overall, 79
percent of mobile users are either “extremely satisfied” or “somewhat satisfied” with online
directories (second only to online searchers).
Because smart-phone owners are more likely to search via their phones, they outranked owners
of standard, Internet-capable cell phones — who favor calling directory assistance (411 is the
preferred provider at 61 percent) and texting — in the following categories:
Need information while on the go.
Find the needed information more quickly via mobile phone.
Easy to find the needed information via mobile phone.
More opportunities to find the information via mobile phone.
Usage of mobile phone is less expensive than other methods.
Find more-complete information via mobile phone.
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23. Overall, mobile phones are used most frequently in the beginning stages of the search cycle (39
percent). At the same time, smart-phone owners (27 percent) are more likely than feature-
phone owners (15 percent) to use their devices throughout the entire search process. Of the 27
percent, 36 percent use their mobile phones to search for local-business information 50 percent
of the time or more.
Key takeaway: When mobile media first entered the search arena, it crawled. Today, it’s
sprinting. Fast becoming a staple of search, mobile has shed the cloak of emerging media. While
mobile isn’t a stand-alone solution to your search presence or strategy, it’s a critical component
to adopt into your marketing mix moving forward. As a complementary solution, mobile media
can connect your brand with local consumers who are on the go.
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24. Conclusion: Reaching Gen Now
The purchase cycle doesn’t end with search. The ultimate goal is increased sales. So how do you
bridge the gap, from search to sales?
Search is more than the ability to be found by consumers; at its core, search is really about
driving a response. Most likely, that means calls, clicks or in-store visits that convert into sales.
But with all the changes in the industry, particularly the advent of interactive media, the
landscape has become less transparent and more diverse, which poses new challenges for
today’s marketers.
For example, Gen Now is overrun by choices, and the oversaturation of the marketplace has
hardened consumers to most advertising. Searching on their terms, Gen Now demands instant
gratification in the form of relevant search results now. Search has even gone mobile to appease
the demands of on-the-go consumers.
As digital technology has given consumers more platforms for their search arsenals, the use of
single channels is a thing of the past. No longer confined by media, consumers — young and old
— are using whatever methods necessary to search and purchase. Once defined by
demographic differences, search behaviors now span generations. Yes, search is transcending
traditional norms and is crossing age lines to cloudy common conceptions of search: Even senior
citizens are breaking barriers by being among the quickest to adopt new media.
At first glance, it would seem that marketers stand little chance at catching searchers’ eyes in a
fast-paced, diverse, consumer-controlled environment. But as media-savvy Gen Now quickly
adopts and adapts, you can combat the migration by following suit. To reach Gen Now, go
where your target consumers are migrating.
Now more than ever, marketers must stay current with the ever-evolving search
experience — from offline to online and mobile media — as well as implement smarter search
tactics to survive in today’s diverse media landscape. Failure to reciprocate consumers’ changing
search behaviors gives your competitors a leg up, as your bottom line quickly morphs into a flat
line. As Table 11 highlights, Gen Now is scattered and search savvy, making it imperative for you
to scatter your messaging via:
An optimized organic ranking.
Pay-per-click ads.
A user-friendly website.
A local-listings-management tool.
A social-networking presence.
A mobile website and/or app.
Directory assistance.
Listings on local-search and IYP sites.
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25. This collection of marketing tactics underscores the idea to balance a national brand presence
with local-market awareness. If you’re not doing what is necessary for consumers to easily find
you at both national and local levels, you are distancing yourself by creating a disconnect. Gen
Now does not tolerate a poor search experience — inadequate business information or a lack of
a search presence altogether. Equate it to not having a storefront sign for your local business;
the sign attracts attention, peaks interest and stands as a marker of your business’ presence.
Without it, pedestrians and motorists alike will not find you. If they can’t find you, how will you
drive sales?
Your entire search presence must point the consumer toward the desired outcome — the sale.
Do what works for you, but, moreover, do what works for the consumer, always striving to
enhance the search experience. As you begin planning your budget for 2011 and beyond,
implementing local and digital media will help you bridge the gap, from search to sales.
Thankfully, the entire industry has begun to place a greater importance on local search.
Technology has become more sophisticated to enable advanced searching — with relevant
results — at the local level. As our study indicates, more consumers are emphasizing business
distance; they still prefer to shop locally where they can physically experience the products and
services they need. And while the Internet has changed search, Gen Now still follows up its
online searching with offline behaviors.
What does this mean for you, the marketer? To bridge the gap, you must help consumers find
you in their local markets, where sales happen.
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26. About Us
TMP Directional Marketing | 15miles
From the first Yellow Pages advertisement to comprehensive local-search-marketing strategies,
TMP Directional Marketing (TMPDM) is an experienced leader in the industry. In 1967, our
agency was the first to recognize the potential of Yellow Pages advertising. In the 1990s, we
were the first to develop interactive-advertising solutions, due to our affiliation with Monster
Worldwide. Today, we are the largest local-search agency, working in tandem with our
interactive-services division 15miles to offer online-, offline- and mobile-search solutions. Our
clientele consists of top national brands and more than 100 of the Fortune 500 companies, who
rely on us to position their brands at the forefront of consumer searches through print
advertising, Internet Yellow Pages, social media, and mobile and search-engine marketing.
Headquartered in New York City, we apply the advantage of national scope and the
personalization of local perspective to our integrated marketing campaigns. Over the years,
we’ve built an industry, underscored by our understanding of local-search marketing better than
any other agency.
comScore, Inc.
A global leader in measuring the digital world, comScore, Inc. (NASDAQ: SCOR) bases its findings
on a global cross section of more than two million consumers who give consent to have their
browsing and transaction behaviors (e.g., online and offline purchasing) monitored
confidentially. Panelists also participate in survey research that captures and integrates their
attitudes and intentions. Through its proprietary technology, comScore measures a broad
spectrum of behaviors and attitudes. Its analysts apply this deep knowledge of customers and
competitors to help clients design powerful marketing strategies and tactics that deliver
superior returns on investment. For more information, visit comScore.com.
Citation
When referencing this study, please cite as the following: TMP Directional Marketing/15miles &
comScore, Local Search Usage Study, Q3 2010.
Contact
For more information about our annual study or our comprehensive marketing services, please
contact us at 866-738-4127, or visit us online at tmpdm.com or 15miles.com.
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