Marketing & Mobile

© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated companies. All other marks contained herein are the property of their respective owners.

© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.

The Fundamentals of Digital Marketing

Marketing & Mobile


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Welcome!

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If you have any issues during the webinar, please contact: [email protected]

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Available on demand within minutes


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Meet Your Presenters

Tina Stock | YP | Executive Director, Marketing

tinastock.com@tinadstock

• YP is North America’s largest local search, media and advertising company

• Our mission is to help local businesses and communities grow

• We generate 40 billion annual impressions on the YPSM Local Ad Network and have 3,000 marketing consultants helping over 570,000 businesses get, and keep customers

About YPSM


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Meet Your Presenters

Heather Sears | YP | VP Marketing, National Markets

Since 1997 Heather has led companies in their marketing efforts, even founding the consulting firm Mobile Synergies in October 2009.

• Experience in Mobile Marketing for 8 years

• Worked with enterprises such YP, Sense Networks Inc., Evolution & Strategy LLC, and Digitas

• Member of the Vioby Advisory Board


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Marketing & Mobile

• Mobile Behavior• Mobile Advertising• Mobile and Your Business Facts

Tools

Strategies


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Mobile Behavior



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• 87% of American adults own a cell phone. (Source: Localytics; Pew Research Center Mobile Technology Fact Sheet 2014)

• 51% of mobile traffic is sent from mobile video. (Source: Localytics; Cisco)

• The average age for a person's firstcell phone is now 13. (Source: Localytics; Qualcomm)

• 44% of all cell phone users (and 90% of Millennials) have slept with their cell phone by their side so they didn't miss a notification. (Source:

Localytics; Pew Research Center Mobile Technology Fact Sheet 2014)

Did You Know?


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• 80% of smartphone owners and 81% oftablet owners use their devices in frontof the television. (Source: Localytics; eDigitalResearch)

• 23% of Americans now get news on a combination of at least two devices–a desktop/laptop computer and smartphone, a computer and a tablet, a tablet and a smartphone, or on all three. (Source: Localytics; Pew Research Center Mobile Technology Fact Sheet 2014)

Did You Know?


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Mobile Eclipsing Time Spent Online Via Desktop

Source: eMarketer, July 2013

2010 2011 2012 2013

3.60%

7.10%

13.40%

19.40%

22.00%22.60%

20.70%19.20%

3.90%4.10% 4.40% 5.00%

Digital Time Spent

—Mobile (nonvoice) —Online* —Other


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Mobile Media Time Growing

Source: Pixel Envy, Business Insider, December 2014


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Mobile Adoption Rate

Source: Localytics.com “20 Fresh Mobile Trends”


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• Mostly iOS Devices

• Only a third of email opens now happening on the PC

66 Percent Of Email Opens On Mobile

Email Opens by Device

Source: “Consumer Device Preferences Report,” Movable Ink, Nov 2015


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Mobile Shopping



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• On Thanksgiving day, browsing on smartphones and tablets accounted for 52% of all online traffic.

• Smartphones and tablets generated 22% of online orders on Cyber Monday and 30% on Black Friday.

• “Mobile has become the new Thanksgiving tradition as consumers find the best deals with their fingers as well as their feet," Jay Henderson, Director of IBM Smarter Commerce

source: Mashable, “Black Friday Sees Record Breaking Online Traffic,” Nov 29 2014

Over 50% of 2014 Black Friday Traffic was on Mobile


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Forty percent (40%) of shoppers consult three or more channels(often while shopping) before making a purchase.

• This same stat was less than 10%in 2002.

Shopper Journey is Evolving

Source: Marketing Land, “10 Key Mobile Location Based Facts,” Oct 2014


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Mobile is a Go-to Device for Product Research

What devices do you use to research retail products?

Source: Marketing Land , Sept 2014


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The anticipated mobile use cases were the following:• Finding deals- 97%• Comparing prices- 96%• Researching products- 96%• Accessing coupons-92%• Finding stores-89%• Buying directly from the device- 85%

73% of Mobile Owners Said They Would UseMobile Devices to Shop This Year

Source: Retale 2014


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Consumers Engage with Mobile Prior to Shopping

Where do consumers engage with mobile to research retail items?

Source: Marketing Land Sept 2014


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Mobile Advertising



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Mobile Ads Drive Purchase

In the last 30 days, have you purchased a retail product as a result of seeing a mobile ad?

When are you most likely to engage with a retail mobile ad?

Source: NinthDecimal, Q2 2014


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Ad Dollars Shifting to Mobile

Source: Advertiser Perceptions, "Advertiser Optimism Index Wave 19, Spring 2013," Sep 24, 2013

Mobile

Digital

Advanced TV

Cable

Broadcast

Magazines

National newspapers

64%

51%

36%

31%

20%

14%

11%

33%

45%

54%

59%

61%

54%

55%

3%

5%

10%

10%

19%

32%

33%

Increase Maintain Decrease

Change in Ad Spending According to US AdvertisersBy media | % of respondents


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• The types of ad content most likely to influence mobile users (in order):

1. product discounts/sales, 2. reviews, 3. product information, 4. giveaways and store-location information.

• In stores smartphone users are most interested in coupons and sales

• Also, consumers exposed to retail-related mobile ads “visited stores 65 percent more” than a control group not exposed to the ads.

Mobile Ad Content Influences Action

Source: NinthDecimal, Q2 2014


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• Location data is a way to drive greater effectiveness in mobile ads.

• Brands are seeing as much asa 20% increase in conversionwhen adding locationdata to their ad data.

Location Increases Mobile Ad Engagement

Source: Skyhook Wireless



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1. Information

Location Has Several Uses


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2. Geo-fences



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3. Context for behavioral targeting


Platform Inputs

Billions of raw location points. Millions of points of interest. User: xf356xk9baa0zirldda7

Home Zip: 94131

Work Zip: 94131

Commuter: Yes

Frequent Traveler: Yes

Travel – New York: Yes

Golfer: No

Dine Out: Yes

Best Buy 1 mile: Yes

Target 1 mile: No

WalMart 1 mile: No

Radio Shack 1 mile: Yes

Sample Outputs

Source: YP Internal Data


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• Similar to the effectiveness of using location data in mobile display advertising, location also drives search queries.

Location Matters in Mobile Search


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• Mobile leads to local: 50% of all mobile searches are conducted in hopes of finding local results

• Consumers take action on location-based ads: More than 60% of consumers have used location information in ads.

Mobile Search > Local Search

Source: Google May 2014


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Local Searchers Act Quickly

Source: comScore “YP Value Proposition Study” October 2014, commissioned by YP


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• Mobile customers don’t want to know what but where.

This reinforces the importance of keeping your business’s address and

information current.

Location Matters in Mobile Search

Source: eMarketingBlogger


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Mobile & Your Business



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1.Mobile presence2.Mobile content3.Mobile outreach

>>Mobile metrics

How do we know what works best for our businesses?


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There are three main modes of usage: 1. urgent

2. bored

3. repetitive

When creating mobile apps or mobile-optimized sites, it’simportant to understandthese meta use cases.

Three Mobile Usage Models

Source: Mobify


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Getting Mobile Wrong Has Real Consequences

Frustrated users highly likely to abandon for competitor sites.

Source: Netbiscuits Sept 2014

Proportion of respondents who say the following happens often or very often:


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91 percent said that after experiencing problems they had turned to a competitor’s mobile site to compete a desired task

Consequence = Lost Business

Source: Netbiscuits Sept 2014


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• More time spent on internet viasmartphones than laptops/desktops.

• Mobile site design is lighter, cleaner, faster.

Only 6% of SMBs have mobileoptimized websites.

Optimize Your Mobile Internet Experience

Source: MarketingLand


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• 58% of U.S. adults have smart phones.

• This means 42%of mobile phone ownersdon’t have a smart phone.

• Hence SMS isstill important.

SMS is Still Relevant

Source: Pew Internet


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• Influence the shopping journey

• Tap into your customers’ existing behavior – desire for data and deals

• Use location to your advantage

Use Mobile Ads to Drive Results

Source: YP internal data


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Summary


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Don’t miss out

© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.All other marks contained herein are the property of their respective owners.

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