This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive in Atlanta 8/30/15. For more about the event and for a look at future events visit www.LSABootcamp.com.

1. 1
Mobile Marketing:
What You Need to Know
Faith Murphy | Yahoo Sales Director
LSA Bootcamp Atlanta | August 30, 2015

2. 2
Key Mobile Insights
Mobile Shopping Habits
Q&A
1
2
3
Agenda

3. 3
(Anecdote)

4. 4
Mobile search is a daily habit
87%of smartphone
owners access the
Internet daily
55%conduct more
than two mobile
searches per day
79% use a search
engine at lease
once per day

5. 5
Effectiveness of digital marketing
according to small business owners
20%
43%
32%
Effective
Not Effective Very Effective
4% n/a

6. 6
Small businesses plan to spend
more on digital marketing
16%
37%
47% Yes
Maybe
No

7. 7
Mobile overtakes desktop search
0
20
40
60
80
100
120
2011 2012 2013 2014 2015 2016
Mobile Desktop
Searches(Billions)

8. 8
U.S. mobile searcher growth
% of mobile
phone users
Mobile phone
search users
2014
53%
134M
2015
61%
157M
2016
68%
177M
2017
74%
197M
2018
77%
208M

9. 99Yahoo 2014 Confidential & Proprietary. 9
Mobile is key to online marketing
50%
of digital search ad spending
will occur on mobile in 2015
of mobile searches trigger follow-
up actions (store visit, purchase)
73%

10. 10Yahoo 2015 Confidential & Proprietary.
mobile search
activity peaks at the
weekend and early
evening
of mobile internet
users use search
from their mobile
device
86%
Mobile brings utility, convenience,
and locality to search
9 billion minutes
spent a month, or
more than an hour
each, on search

11. 11
Today’s buyer is a
multiplatform searcher
of mobile product info searchers also
made a related search on another device
75%

12. 12
Mobile search has become
an integral part of shopping
research products
weekly on a device
83%
research products
daily on a device
49%
make a purchase
weekly on a device
24%

13. 13
Consumers use mobile search
to choose where to shop
94%
56%
73%
increase in searchers using
“near me” in the past 6 months
of them visited the store
within 5 hours
of those searching for a
nearby store visited the store

14. 14
Mobile searchers took follow-
up actions after searching
continued research
66%
conducted
related searches59%
shared info
50%
visited website79%
checked prices69%
found store
directions28%
called store18%discussed search
with someone else65%

15. 15
Mobile searchers click the
top of mobile search results
selected result near the top69%
22%› selected result further down

16. 16
Search is at inflection point
56%
52%
68%
said search results often lead
to unexpected new ideas
said that mobile search helps
them make better buying decisions
said that mobile search
introduces them to new brands
46% said even when they know what they’re
looking for, search ads remind them
of brands to consider

17. 17
1
2
3
Set your goals
Know your target
Be mobile responsive
Work with partners4
Key takeaways