According to a Yext quarterly report, 88% of smartphone users rely on their devices for location information, emphasizing the importance of accurate local data for businesses. The document discusses issues surrounding fragmented and incorrect location information, which results in significant financial losses for businesses due to missing listings. Additionally, it highlights future trends in local digital marketing, including the rise of mobile data integration and the increasing impact of platforms like Google and Facebook.

1. A full 88% of
smartphone
The State of users use them
to find location
information
Location
From the Yext Quarterly, a resource on the
changing landscape of location for people,
businesses, and publishers
Brought to you by Yext with Greg Sterling and Andrew Shotland

2. First, the Definition… The Layers of Location
First: How to Get There
Where • Name
Location information for users
Contact information • Address
for businesses • Phone Number
Details: The Basics
What • Hours
Basic info • Payments
drives visits • Business Description
• Search Categories
Rich Local Content: Differentiators
Why • Photos and Videos
Choosing one • Clickable Featured Messages
business over • Content Lists
another • Bios, Menus, Calendars,
Product/Services

3. Local Is Important: 10X as Big as E-Commerce
Annual Spending
on
+ Travel
+ Retail
+ Local Services
$8T Internet Influenced
Local Spend Is 51%
X Total (8T) =
And E-Commerce
Is 5% of Total (8T)
=
$4T $400B

4. Local Discovery Is Broken
41.7% 14% 63%
Search engines 14% of 63% of respondents
are the primary respondents have encountered
local discovery consider internet incorrect location
tool for 41.7% of directories and
information
apps their primary
respondents local discovery
tool
Incorrect location information doesn’t only affect
businesses, but also customers

5. Fragmentation: Incomplete, Incorrect Info
Local Search
Location information
1 is fragmented inside
and outside
businesses
Business listings lack
2
rich detail
?
Publishers can‟t get
Local Discovery
3 correct, valuable data
From: Howard Lerman

6. Consumers Get Bad Data from Listings
The worst is
Missing Listings –
no way to find
directions, phone
or location info
Methodology: Yext surveyed customers before using its product to identify the most common issues

7. Missing Listings Alone Are Costing $10.3B

8. 3 Lessons from Andrew Mason and Groupon
From an interview with Andrew Mason on local and mobile, February 19, 2013
“We‟ve found that local businesses
Local is in need of aren‟t early tech adopters… They‟re
busy and they‟re happy to rely on
innovation… tried and true methods for marketing
and tools to run their business.”
“Our business, just in the last year,
…mobile growth is has gone from 22% mobile, which
here… was already doubling from the year
prior, to 39-40% mobile this year.”
“There hasn‟t been real tech
…and disruption is innovation in local since the invention
still coming of the credit card, and mobile has
catalyzed the disruption wave.” Andrew Mason
Co-founder, Groupon

9. 10 Local Digital Marketing Predictions
From Greg Sterling and Andrew Shotland
Mobile is an imperative for local Local data syndication becomes
1 marketers 6 progressively richer
Location will be packaged as Google will push more local
2 audiences for national marketers
7 information into its search results
Mobile data will increasingly Google business builder will finally
3 connect online ads to offline action 8 arrive
4 It will be the year of conquesting The 800lb gorilla will be Facebook
9 Graph Search
Mobile payments for real world 1
5 transactions will gain momentum Apple Maps will sneak up on us
0
“Increasingly „location data‟ will expand to include a broader array of
information: images, product and service pricing, inventory, social content
and other relevant information.”

10. For a Full Copy of YQ1
Go to yext.com/blog
(www.yext.com/blog/2013/03/introducing-the-yext-
quarterly/)
Brought to you by Yext with Greg Sterling and Andrew Shotland