NYC MarketingBitz Bootcamp: The Customer Journey - What You Need to Know

© 2016 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. AT&T, the AT&T
Logo and all AT&T related marks are trademarks of AT&T Inc. or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
© 2017 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies.
All other marks contained herein are the property of their respective owners.
To Buy
or Not to Buy
What influences consumers
during the shopping process?
Holly Bowyer
VP, Portfolio Marketing, YP

Holly Bowyer
Ziplining expert as of August 1, 2016
Show picture of your own consumer
experience to help personalize it for the
crowd-see notes

Consumer behavior is changing

Consumers are still searching for the same products and services…
…how they are
searching has
changed

Buy festival tote
for Coachella
next weekend
11:15pm
On the bus,
read aboutCoachella
lineup
8:42am
Use flashlightapp to find
droppedearring
11:09pm
At bus stop,listen
to new music playlist
8:30am
At work,bookCoachella
tickets
11:36amOn bus,check email
for sales this weekend
5:29pm
Browsefestival styles on
YouTube
7:15pm
Wake up and
check today’sweather
6:50am
At lunch,play Scrabblewhile
waitingin line
1:33pm
Use maps to get
directionsto Creole
foodtruck
1:13pm
Mobile is an integral part of our everyday life
60%of us would rather
lose our wallets than
our phones
Kleiner Perkins Caufield & Byers, 2013 Internet Trends report
© 2017 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

Local marketing
is evolving

Marketing tactics
are evolving as
well
Yellow
Pages
Direct
Mail
Search/
online
directories
Mobile
TV &
radio
Social
media
Outdoor
billboards
Reviews
Display
ads
Videos

Overview of the study
Objective
To better understand consumer
behavior and the factors that
influence a purchase decision in
shopping “in general” and
across 8 key categories
Methodology
Interviewed 5418 US adults to
get a better understanding of
their shopping activities over a
90-day period
AutomotiveServices
PersonalCare&BeautyServices
Home Improvement&Services Legal,Financial&Insurance
Services
Entertainment PetCare&Services
Moving&StorageServicesHealthcareServices

Why they buy
52%
Made a decision
to choose one
business over
another primarily
based on a piece of
primary information
Price
Customer
Service
Products/
Services
Offered
Location
Availability
Of Service
Source: The Why Before The BuySM, 2016. Base Size 4,822 Consumers

Why they buy
48%
Made a decision to
choose one business
over another
primarily based on a
piece of secondary
information…and
their spend was 2x
higher
Coupons /
offers
Testimonials,
ratings &
reviews
Recos from
friends /family
Photos or
videos
Familiar
business,logo or
slogan
“About us” or
“History”
details

Why they DON’T buy
Consumers know
what they don’t
want as much as
they know what
they do want. 2Lack of
information
1Inconsistent, negative
or wrong information
No website or a website
that is hard to navigate
No testimonial ratings
& reviews
No photos or videos of
the business
Negative ratings & reviews
Inconsistent Info from one
place to the next
Website has inaccurate
information listed
Wrong contact information
listed online
They don’t
want:

Why they choose the sources they do
- Make me aware of potential issues
- Help me decide between businesses
- Obtain meaningful info on a business
Read online testimonials,
ratings or reviews
Search for online
coupons
Visit a
business’s website
Use a
search engine
- It’s easy to use
- It’s free
- It provides relevant business info
- See product & service details
- Get business hours
- Find business’s location
- Always look for a deal
- Want to compare prices
Number of sources used
45%
36%
19%
2.9
Avg. Sources
Used
1 Source
2-4 Sources
5+ Sources

43%
27%
30%
Device
Usage1
How do they get there?
Other than
convenience
and speed,
consumers’
primary reasons
for using a
mobile device:
The navigation capabilities helped
me find a business’s location.
I could see businesses
close to my location.
It had a click to call feature
1.
3.
5.
I did not have access to a
desktop/laptop computer.
It provided me access to brand
specific content via an app.
2.
4.
1. The Why Before The BuySM, 2016. Base Size 5,418 Consumers
2. IDC “Local Search: Unleashing Opportunities for National Brands,” September 2015, commissioned by YP
63%Completed their search in under an hour2

Multiple
Search
Engines
Website
Domain
&
Hosting
Keywords
Business
Listings
Monitoring &
Optimization Lead
Tracking
SEO
ROI
Mobile
Targeting
Engaging
Content
Social
Media
Bidding
Strategies
Manage
Online
Presence
Search
Campaigns
To be effective, you need to be thinking about all of these things:
Manage
Online
Presence

How can you do that?

Scanyour entireonlinepresenceonGoogle&othersites
injustseconds...forFREE!
YP ProprietaryInformation: ©2017YP LLC.All rights reserved. YP, the YP logo and all other YP markscontained herein are trademarksof YP LLC and/or YP affiliatedcompanies.All other markscontained herein are the property of their respective owners.
Take
control of
how
customers
view you
online
Search Engine Indexing
Social Media
Presence
Content Analysis
See how your business
appears online across
60+ sites!

The Power of a Complete Profile
A complete
profile helps
connect you
with an
audience
across a
variety of sites
Profile Views Lift with Completed Fields
2. Source: Yext, 2015 Comparative Listings Study. September 2015.
© 2017 YP LLC. All rights reserved. YP, the YP logo and all other YP marks
contained herein are trademarks of YP LLC and/or YP affiliated
companies. All other marks contained herein are the property of their
respective owners.
your@email.com
www.yourwebsite.com
MON
TUES
WEDS
THURS
FRI
SAT
SUN
00:00-00:00
00:00-00:00
00:00-00:00
00:00-00:00
00:00-00:00
00:00-00:00
00:00-00:00
Logo
1.99x
Descriptions
1.45x
Hours
1.84x
1.61x
Payment
Options
Gallery
1.58x
Facebook
Page URL
1.54x
URLs
2.16x
Emails
1.26x
Twitter
Handle
1.83x

YPProprietaryInformation:©2016YPLLC.Allrightsreserved.YP,theYPlogoandallotherYPmarkscontainedhereinaretrademarksofYPLLCand/orYPaffiliatedcompanies.Allothermarkscontainedhereinarethe
propertyoftheirrespectiveowners.
Online Presence Matters

Key Takeaways

32
Establish & maintain
a strong online
presence
1

3
Get your
content in
order
1
a strong online
presence
22

32
Get your
content in
order
Be mobile
ready
a strong online
presence
1

How can
marketing
partners help?
Marketing partners can help local
businesses address the marketing
challenge by providing expertise,
insights, and scale.

Thank you!
Visit us at the YP Booth to learn more and sign up for
your FREE Presence Scan
Stay In Touch With YP
www.biz.yellowpages.com
@ypforbusiness
YP for Business
Holly Bowyer
VP, Portfolio Marketing
hbowyer@yp.com

Q&A
© 2017 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. AT&T, the AT&T Logo and
all AT&T related marks are trademarks of AT&T Inc. or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
26

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