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WELCOME TO THE MOBILE ERA.Consumers make purchase decisions based on information they find online. They communicate via email, text message, and they post updates to their favorite social networking sites–often doing so using their smartphones and tablets. So what does this mean for national brands?

It means that having a branded website is no longer enough. Your potential customers must be able to find you and your products online and engage with your brand via their mobile devices. After all, their primary decision-making tools–the tools they use to research products, read reviews, compare prices, and even buy online–are in their very pockets and purses, carried with them nearly everywhere they go. Brands can no longer ignore the emergence of handheld devices as a means to find information online.

But how well are you executing mobile strategies, especially in local markets?

According to National Brand Use of Digital in Local Marketing, 53% of national brands who rely on affiliates (dealers, agents, resellers, channel partners, retailers, franchisees) believe these localized entities lack the expertise and the ability to effectively execute mobile marketing strategies.1

In answer to this deficiency, we have developed this eBook to help national brands identify why mobile marketing tactics are so important and learn how to create a killer mobile strategy that will win at both the national level and locally.

WHY MOBILE? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Customers Research First, Buy Second . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

If You Don’t, Your Competitors Will . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

SEVEN TACTICS FOR A KILLER STRATEGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Mobile Websites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Mobile Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Mobile-Specific PPC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Tap into the Apps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Crack the (QR) Code . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Aim With Intent - For The Inbox . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Don’t Forget SMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

THE CONCLUSION OF THE MATTER . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Fast Facts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

End Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

TABLE OF CONTENTS

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4

WHY MOBILE?

5

WHY MOBILE?As mentioned in the outset, there are a number of compelling reasons for companies to focus marketing dollars in the mobile space.

“There are more people on earth that own mobile phones than toothbrushes,” said Bill McDermott, co-CEO of software corporation SAP. Clearly, people are more connected than ever, and from more locations than ever. The enormous amount of time and attention consumed by mobile devices–whether smartphones or tablets–is perhaps the most significant reason for brands to adopt a mobile strategy.

CONSIdER THE FOLLOWING STATISTICS:

It’s also important for brands to recognize that mobile is quickly becoming a typical consumer’s primary digital engagement channel. Gartner predicts that mobile web access will surpass traditional PC access by 2013.5 And a recent study revealed that between January 2011 and January 2012, mobile access to the Internet doubled.6 One can only reason that this upward trend will continue.

THERE ARE MORE PEOPLE ON EARTH THAT OWN MOBILE PHONES THAN TOOTHBRUSHES. - BILL MCDERMOTT,

Co-CEO of SAP

85% of American adults own a cell phone,

45% have a smartphone,

25% have a tablet computer.2

84% keep a mobile device withinThe average person looks at their phone

150 TIMES A dAY or once every

of every waking hour.4

3 METERS of them at all times.3

6

74% of smartphone shoppers make a purchase as a result of using their smartphones to help with shopping.11

CONSUMERS RESEARCH FIRST, BUY SECONd79% of users rely on smartphones to help with shopping.7 In fact, according to a recent Google study, 67% of shoppers research a product or service on their smartphone and then buy in store.8 The study concludes, “Smartphones are an integral part of a multi-channel purchase process.”

Consider these supporting statistics:

70% of searches on mobile devices are followed-up with an action within 1 hour.10

95% of smartphone users have looked for local information via mobile and

88% of these users take action within a day, indicating immediate information needs.

77% have contacted a business, with 61% calling, 59% visiting the local business, and 44% actually making a purchase.9

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IF YOU dON’T, YOUR COMpETITORS WILLIgnoring the upsurge in mobile usage puts brands at a competitive disadvantage. National Brand Use of Digital in Local Marketing (referenced earlier) reveals that 32% of national brands are currently using mobile tactics, and 35% of brands not using them plan to add mobile to their 2013 marketing strategy. This means that, by the end of 2013, the majority of brands surveyed will likely be active in the mobile space. Will your brand be left behind?

Already, consumers are forming opinions about brands based on their ability to access information online via their mobile devices. Consider the following:

Visitors to local websites are closer to the point of purchase, and the urgency among mobile users is even higher, meaning that if consumers don’t find your brand at exactly the right time, they will find your competition. Consumers expect a consistent online experience, regardless of the device they’re using.

About 25% of social and mobile users 50% of people said that even if they like a business...

79% of people who don’t like what they find on one website will continue looking on other sites.13

61% of users said that if they didn’t find what they were looking for right away on a mobile site,

they’d quickly move on to another site.12

are dissatisfied because of incorrect business information.14

...they will use them less often if the website isn’t mobile-friendly.15

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7 TACTICS FOR A KILLER STRATEGYA mobile strategy should be merely an extension of a brand’s comprehensive online approach. When developing a mobile strategy that benefits both the national brand and its local affiliates, marketing professionals should do the following:

1. Carefully investigate mobile options, weighing their relevance to the industry. As with any new technology, quick adoption isn’t always the best course of action,

as the novelty of many trends eventually wears off.

2. Consider the mobile behaviors of the target audience. Are they more likely to be researching your products and services while idle, or are they typically in need of

more urgent information?

3. Look closely at industry, demographic, and preferred devices amongst consumers. For instance, opting for mobile websites may be a more appropriate course

of action versus developing a mobile app, depending on the circumstances.

MOBILE SITES

MOBILE SEARCH

QR CODES

EMAIL

SMS

APPS

PAY-PER-CLICK

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MOBILE WEBSITESFor national brands with local affiliates, mobile-optimized websites are an extension of the overall web strategy. However, they are also the foundation of a solid mobile strategy. They increase the likelihood that your products can be discovered at the most appropriate time: during the preference and purchase stage in the customer lifecycle (figure 1).

Brands invest significant resources in developing an online identity via traditional websites, so they must ensure that mobile sites are consistent with that identity. One key way brands can create an optimum mobile experience is by considering their industry, target demographic, when creating a mobile presence.

There are two primary types of mobile-optimized websites: those that utilize responsive web design and mobile-specific sites. It’s certainly possible to create both, however, this typically involves extensive resources. See the next page for a comparison.

figure 1

AWARENESS-INTEREST CONSIdERATION

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RESpONSIVE WEB dESIGN

This is a user-friendly option in the sense that viewers see the same content as they do on a desktop; the website is merely resized according to screen size. Also, since both desktop and mobile content is consolidated into one URL, these sites typically rank higher on the SERP. (Google has also indicated this is their preferred method.) However, it’s often difficult to take complete control over a preferred call-to-action without extensive development.

AppROpRIATE FOR e-Commerce News and information sites

EXAMpLESwww.mashable.comwww.bostonglobe.comwww.starbucks.com

MOBILE-SpECIFIC SITES

Though these sites are typically pared down in terms of functionality, they allow brands to have more control over the user experience, particularly by providing a preferred call to action. However, this demands that national brands do their homework: They must be able to clearly define what actions they want online mobile users to take and assess analytics to clearly understand what actions users want to take. These actions should drive the design of the mobile sites.

AppROpRIATE FOR Brands desiring complete design control Highly interactive sites Sites with predictable user activity

EXAMpLESwww.google.comm.aflac.comm.foodnetwork.comm.balihoo.com

pROS+ Brand/content consistency+ Ease and speed of development+ Updates simultaneously with website+ Compatible with multiple devices+ Performs well in Google’s search + Cost effective

CONS- Lack of control over user experience- Large images can eat up bandwidth

pROS+ Simplicity of navigation + Highly controlled user experience+ Actionable data means users can make decisions quickly

CONS- Limited content available- Requires separate updates- Costlier and more time intensive

view the full site

If a brand opts for mobile specific sites, it is advisable to provide an option for users to view the full site, and toggle between both if they choose.

results

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MOBILE SEARCHAs a general rule, an effective mobile search strategy follows the same guidelines as an effective online search strategy. When searching for information online, users are most likely to click on the highest ranking results, making it critical that your company information–and that of your affiliates–appears high on the search engine results page (SERP). According to a recent study, 96% of all clicks appear on page one of SERPs.16

This presents a challenge because a mobile device’s SERP contains fewer results than a desktop, due to a smaller screen. Therefore, brands should consider an aggressive approach to appearing on the SERP. This includes optimizing your site for mobile keywords, and being diligent in managing local business listings (to learn how to effectively do this, check out our Local Listings Cheat Sheet). Also, to improve a site’s SEO ranking, brands must provide an optimum user experience–an easy-to-navigate site rich with original content that interests and engages viewers.

61% of smartphone users search for local info on-the-go with their devices.20

80% of all searches on smartphones

20% of all searches have local intent, and that number jumps to

40% when conducted

77% of smartphone users visit search engine websites, making these the most frequently visited websites. Nine out of ten smartphone searches result in an action (purchasing, visiting a business, etc.).

24% recommended a brand or product to others as a result of a smartphone search.19

are for local businesses and services.18

on a smartphone.17

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MOBILE-SpECIFIC ppCWhen it comes to pay-per-click (PPC), too many marketers either ignore mobile altogether or perform hybrid campaigns using Google Adwords (this requires a desktop strategy that translates to a mobile device), which is better than no strategy at all, but not ideal.

Due to the urgency of most mobile searches and the brevity of search terms used, the preferred method is to develop an independent strategy for mobile users, specifically one that utilizes different keywords and a different bid strategy. To illustrate, when ordering pizza via a mobile device, a user will often enter different (e.g. abbreviated) search terms than they would when using a desktop computer, primarily because they are likely to buy immediately.

Due to decreased online real estate on the mobile SERP, a brand should be prepared to set higher budgets to account for more valuable keywords. This will increase the likelihood that your brand information will come out on top–literally. Lastly, don’t forget to include call extensions. Consumers searching for local businesses are often ready to make a phone call, especially if searching via a mobile device.

PAY

PER

CLICK

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TAp INTO THE AppSThere are more than 1.5 million mobile applications (apps) available for Android and Apple devices.21 Whether a national brand chooses to develop its own app or creates profile(s) on an existing app, this form of mobile marketing presents a mega-opportunity.

Here are just a few types of the most widely used apps:

1. Location-based. These apps provide relevant consumer information based on the geographical position of a mobile device. Depending on the app, a user can

request information regarding local businesses or services. For example, the Foursquare app offers users an “Explore” tab that highlights nearby places and tips. When

a business (and its specific location and contact information) is added to Foursquare, users can “check in,” leave tips, and engage with other users. Businesses can also

claim their profiles and offer discounts or specials to users who check in.

2. Gamification. This popular concept involves rewarding users with incentives and loyalty services that encourage engagement. When users share reviews, check-ins,

or experiences (e.g. company information) via their social channels; they are awarded badges or points. The outstanding benefit to the company is free marketing. On

the flipside, Gartner predicts that by 2014, 80% of current gamified applications will fail to meet business objectives primarily due to poor design.22

3. Photo sharing. 741 million mobile phones have some type of photo capability23, so savvy brands recognize these apps as visual marketing tools that can build

customer loyalty. For instance, after claiming a profile on Instagram, an organization can use the app to create a set of visuals, share behind-the-scenes views of a

brand, host a photo competition, create focus groups, and even report company news. And, since 73% of users’ most common activity is taking photos and texting,

and 54% send photos and videos to others24, brands can be sure that their content will be shared. It remains to be seen how brands can effectively scale this emerging

technology to reach local audiences, but one thing is for sure: photo sharing apps present exciting new options for brands looking to engage.

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COMpARISON: 3 TYpES OF MOBILE AppS (THEY ALL INCREASE REVENUE + dRIVE LOYALTY)

provide consumer information based on the geographical position of a mobile device

“check-in” functionality

leave tips; engage with other customers

rewarding users with incentives and loyalty services that encourage engagement

users share on social networks to gain rewards

benefit: free marketing

741 million mobile phones have photo capability

most common activities are taking photos and texting, with video messaging close behind

share behind-the-scenes views of a brand, host a photo competition

LOCATION-BASEd GAMIFICATION pHOTO SHARING

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CRACK THE (qR) COdEShort for “Quick Response Code”, a QR code is a type of matrix barcode used most recently in consumer advertising. Smartphone users first install an app that can read such codes. When scanned from any variety of marketing collateral, a QR code is then quickly converted to a URL (often a company’s branded website).

Brands must carefully assess whether or not this niche of mobile marketing is beneficial to its bottom line. When considering the use of QR codes, marketers should ask themselves the following questions:

1. Is your brand’s target demographic educated as to how QR codes work?

2. Is this audience inclined to embrace the technology (e.g. download the app and use it) in the first place?

3. When scanned, does the QR code direct a user to a mobile-optimized site? A subpar online experience will negate any initial value of a QR code campaign.

4. Is your brand already dedicating an ample portion of your marketing budget to traditional marketing channels? These channels (magazine ads, direct mail, etc.) will

get your QR code in front of consumers.

5. Is a QR code campaign scalable? In terms of mass production and mass adoption, there is a high cost of acquisition: Users need to first own a smartphone, then have an

app installed on their phone that reads QR codes, and be within range of the Internet. Also, brands will need to factor in the cost of marketing the QR code via collateral

and at events.

6. How will you track campaign success and calculate ROI?

QR codes can be a powerful tool to encourage engagement. This technology’s “cool” factor may be appealing, as it involves marrying traditional marketing strategies with digital. But, as with most new technologies, quick adoption is not always the best course of action.

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AIM WITH INTENT—FOR THE INBOXEmail marketing is quickly becoming synonymous with mobile marketing. In a sampling of 807 million emails, a recent study revealed that, in the first six months of 2012, 36% of emails sent were opened on a mobile device, a 32% increase over the second half of 2011.25 Due to this upsurge in consumers who are monitoring their inboxes via mobile device, it’s important to do mobile marketing well.

Follow these steps to ensure a seamless mobile email experience:

1. Ensure that your emails are readable and accessible. This requires

substantial testing, and assessing how multiple devices display the emailed

content.

2. Use text and images. Keep in mind that too many images may mean poor

loading–if your viewers even see them. Consider adding a hyperlink within

copy at the very top of the page that sends users to a landing page featuring

your promotion.

3. Optimize the header to be smaller than that in a normal email. A header

that is too large is just wasted space and not as click-friendly.

4. Don’t forget to include brand information, including location (if applicable)

and a contact phone number that enables “click to call” functionality.

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dON’T FORGET THE TEXTRoughly half of Americans still don’t own smartphones, but they can be reached through more basic programs, like text messages, also referred to as SMS (Short Message Service). Feature phones (e.g. flip phones) are still available at retail outlets, and consumers are still buying–and using–these devices. Consider the following statistics:

According to Mike Short, honorary president of the Mobile Data Association (MDA), “SMS remains the most inclusive data delivery and interactive tool on the planet today.” Therefore, marketers must be inclusive when designing mobile programs.

90% of text messages are opened within 4 minutes.26

SMS REMAINS THE MOST INCLUSIvE DATA DELIvERY AND INTERACTIvE TOOL ON THE PLANET TODAY. - MIKE SHORT,

President of the Mobile Data Association

30% of consumers interact with a brand

Get 30% off in-store today when you show an associate this text!

Your consultation is today at 3pm - we look forward to serving you.

via text message.27

SMS is used by 4 BILLION consumers worldwideand that worldwide SMS traffic will exceed

10 TRILLION in 2013.28

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OF THE MATTER

The mobile era has arrived. Make sure your brand

isn’t left behind.

THE CONCLUSION OF THE MATTER

Regardless of which of the aforementioned methods are used, a mobile strategy should always be merely an extension of an existing online presence. Maintaining brand consistency means a superior user experience and, ultimately, a higher conversion rate. And an added benefit of investigating how consumers are engaging with their products via mobile? Brands glean insights into how to improve other aspects of their marketing strategies.

Because your competitors are already focusing their attention there–or will be very soon–marketers must make sure their strategic partners are up to the challenge, whether working with an IT group, a network of external agencies, or in-house.

The mobile era has arrived. Make sure your brand isn’t left behind.

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FAST FACTSMOBILE HABITS

• 81%browsetheInternet,77%search,68%useanapp,and48%watchvideosontheirsmartphone,72%usetheirsmartphoneswhileconsumingothermedia,withathird while watching TV, 93% of smartphone owners use their smartphones while at home.29

• By2014,mobileinternetispredictedtotakeoverdesktopinternetusage.30

• 80percentofmobileuserspreferlocallyrelevantadvertisingand75percentaremorelikelytotakeanactionafterseeingalocation-specificmessage.31

SEARCH• Mobile local search volume is expected to surpass desktop local search for the first time in 2015, but advertisers will continue to invest more in desktop local search.

In 2011 mobile users performed 19.7 billion local search queries compared with desktop users 54.9 billion local search queries. In 2015 there will be 85.9 billion mobile local search queries, compared with 84.0 billion queries. In 2011 mobile local search revenues were $400 million, rising to $3.2 billion in 2016. During the same period, desktop local search revenues will grow from $5.7 billion to $10.2 billion.32

SMS• By2013worldwideSMSrevenueisforecasttobreaktheUSD150billionmarkforthefirsttimenext,andwillcontinuetogrowforthenexttwoyears.56

AppS• Timespentwithmobileappsisstartingtochallengetelevision:consumersarespending127minutesperdayinmobileapps–up35percentfrom94minutesadayin

the same time last year–and spend 168 minutes watching television per day.50

• 74%ofU.S.consumersuselocationbasedservicesontheirsmartphoneand46%ofmobilephoneusersuselocationbasedservices.51

• 33percentofsmartphoneownershavesharedtheirlocationwithretailersbyusingthemapfeatureonaretailapp,viaacheck-inservice.52

• 50%ofsmartphoneshoppersuseaGPS/mappingapptofindaretaillocation;44%accessthesiteofaretailerwheretheytypicallyshop;34%downloadedaretailer’sapp; and an equal number (24%) search for a coupon to use at checkout or use a barcode-scanning app to comparison shop.53

• ThenumberofUSmobilephoneownerswhohaveused2Dbarcodes in thepast3months increased from1% in2010 to5% in2011and reached15%amongsmartphone users.54

• Forty-threepercentofmobileshoppershavedownloadedaretailapp.55

22

FAST FACTSSHOppING

• 4outof5consumersusesmartphonestoshop.36

• 25percentofconsumersengageinonlineshoppingonlyviamobile.37

• 56percentofpeoplebelievemobilecanmaketheshoppingexperiencemoreenjoyable.38

• 58%ofmobileshoppersareage18-34and34%ofmobileshoppersmake$100,000ormoreayear.39

• Withinfiveyears,halfoftoday’ssmartphoneuserswillbeusingmobilewalletsastheirpreferredpaymentsmethod.40

• 24%ofconsumersusedamobiledevicetovisitaretailer’ssiteoverThanksgiving&BlackFriday,upfrom14.3%in2011.41

• CyberMondaysalesup30%andmobilesalesup96%since2011.42

• Ofthe53%ofconsumerswhohavestoppedanin-storepurchaseasaresultofusingtheirmobilephone,38%havedonesobecausetheyfoundabetterpriceinanother store, 30 percent because they found a better price online.43

• Mobilecouponsaremostpopularatgrocerystores,(41%ofmobileshopperssaidtheyusedcouponsthere),departmentstores(41%),andclothingstores(39%).Atelectronics stores, the majority (73%) read reviews, compare prices (71%), and scan QR codes (57%).44

• Nearlytwoofthreeshoppersuseatleastonedevicetoresearchandpurchasewhileshopping,and28%usetwodevicesatatime.Morethanoneinthreeshoppersmade at least one purchase with their mobile devices during the past six months, and tablet shoppers have an even higher propensity to make a purchase on the device, with one in four having purchased six times or more in the past six months.45

• 62%ofshopperssearchfordealsdigitallyforatleasthalfoftheirshoppingtrips.46

• 67percentofretailersseevalueofhavingcustomersusetheirsmartphoneswithinthestoreand41percentsaidtheyperceivealotofvalueinmobilein-store.47

• 47%ofconsumerswhohavemadeamobiletransactioninthepastyearexpecttheexperienceontheirmobiledevicestobebetterthantheexperiencein-store,80%expect the experience to be better than or equal to in-store and 85% expect the experience to be better than or equal to online using a laptop or desktop computer.48

• The“mobileinfluencefactor”(oreffectofsmartphonesonin-storesales)onretailpurchaseswillincreaseto$689billion(or19%oftotalstoresales)by2016.49

RESEARCH/COMpARISON• 47%ofsmartphoneownersrelyonsmartphonestofindoutmoreinformationaboutaproductand36%usetheirphonestoreadproductreviewsonretailwebsites.33

• 40%ofshoppersconsult3ormorechannelsbeforepurchase,comparedto10%in2002.34

• 57percentofconsumerswillnotrecommendabusinesswithapoorlydesignedmobilesite.Similarly,40percentofconsumerswillgotoacompetitor’ssiteafterabadmobile experience.35

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ENd NOTES1 National Brand Use of Digital in Local Marketing, Balihoo, 2012.2 Pew Internet: Mobile, Pew Internet, 2012.3-4 Forrester Research World Online Population Forecast, 2012 to 2017 (Global); Forrester

Research World Mobile Adoption Forecast, 2011 to 2016 (Global).5 Gartner, 2010.6 StatCounter, 2012.7 – from Marketing Profs Digital Marketing World. 8 The Mobile Movement: Understanding Smartphone Users, 2011.9 Google, 2011.10 Bing, reposted by Milestone Insights’s PPC Trends of 2012. 11 The Mobile Movement: Understanding Smartphone Users, Google, 2010. 12 What Users Want Most From Mobile Sites Today, Google/Sterling Research/

SmithGeiger, 2012. 13 What Users Want Most From Mobile Sites Today, Google/Sterling Research/

SmithGeiger, 2012.14 Bridging the Gap, From Search to Sales, TMP Directional Marketing/15miles, 2010. 15 What Users Want Most From Mobile Sites Today, Google, Sterling Research,

SmithGeiger, 2012.16ClickDistribution&PercentagesbySERPRank,AgentSEO,2010.17 Perception vs. Execution: Examination of Brands’ Local Business Strategies Reveals

Gaps to Act On, GMS Local, 2011. 18 Five Must-Do’s to Get the Most Out of Local Search, MarketingProfs, 2012. 19 The Mobile Movement: Understanding Smartphone Users, Google, 2010.20 Local Search Usage Study, Localeze/15miles, 2012. 21 Google Ties Apple with 700,000 Android Apps, CNET, 2012. 22 Gartner, 2012.23 The Mobile Explosion, Daily Infographic, 2012. 24 The Mobile Explosion, Daily Infographic, 2012.25 First Half of 2012 Mobile Email Opens Report, Knotice, 2012. 26 Opus Research/Mobithinking.com/Mobile Data Association, 2010. 27 Hipcricket, 2011.

28 Portio Research. 29 The Mobile Movement: Understanding Smartphone Users, Google, 2010. 30 Mobile Marketing, Microsoft Tag, 2012.31 Mobile Audience Insights Report, JiWire, 2012.32 BIA/Kelsey, April 2012.33 Leo J. Shapiro and Associates, 2012.34 Thriving in a Multichannel World, Part 2: Home, Conlumino/Webloyalty, 2012.35 Compuware, 2012.36 Selected Retail Properties by Unique Smartphone Visitors, comScore, 2012.37 Prosper Mobile Insights, 2012.38 Lightspeed Research, 2011.39 Mobile Retail Study, comScore/Millennial Media, 2011.40MobileWalletSurvey,Carlisle&GallagherConsultingGroup,2012.41 IBM, 2012.42 National Retail Federation, 2012.43 Mobile Phone Shopping Diaries, Interactive Advertising Bureau, 2012.44 Nielsen, 2012.45 Local/the e-tailing group, 2012.46GMA/Booz&CompanyShopperSurvey,2010;viaGridley&Company,2012.47 The 21st Century Store: The Search for Relevance, RSR Research, 2011.48 Mobile Transactions Survey, Harris Interactive/Tealeaf, 2011.49 Deloitte, 2012.50 Mobile Apps: We Interrupt This Broadcast, Flurry, 2012.51PewInternet&AmericanLifeProject,2012.52Social&MobileCommerceConsumerStudy,comScoreInc./Shop.org/ThePartnering

Group, 2012.53 Nielsen, 2012.54Forrester,2011;viaGridley&Company,2012.55 Retrevo, 2011.56 Mobile Messaging Futures 2012-2016, Portio Research, 2012.

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