Mobile Optimization Trends Among Small- to Medium-Sized Businesses Tuesday, May 21, 2013 10 a.m. PT...

Mobile Optimization Trends Among Small- to Medium-Sized Businesses

Tuesday, May 21, 201310 a.m. PT / 1 p.m. ET

Asif Khan, President, Location Based Marketing Association

David Williams, VP Marketing, Demand Generation, YP

Webinar

About YP

• $1B in digital & mobile revenue

• California-based tech organization • Developer of YP.com℠ site and Ypmobile®

• Network of 300+ online and mobile publishers

• $2B in print revenue

• Relationships with SMBs

• Nationwide sales force

• Go-to-market systems and processes

$3B in multi-media revenue

#21 on Ad Age’s U.S. Media List

Top 50 digital global media company

Mobile / Digital platform focus

3K+ local media consultants

600,000 advertisers

Revenue and advertiser metrics are based on internal data

®

The Location Based Marketing Association is an international, not-for-profit group dedicated to fostering research, education and

collaborative innovation at the intersection of people, places and media.

We live at the intersection of:PEOPLE, PLACES & MEDIA

Formed in 2010, 650+ members with chapters in:

Toronto, Montreal, New York, San Francisco, Atlanta

Seattle, Amsterdam, Berlin, London, Singapore

Why Mobile/Location Matters

• 58% of smartphone owners use a location-based or geo-social service, we expect that number to be 73% by 2014 (The LBMA 2012)

• 70 million mobile coupons worth $2.4 billion to be redeemed in 2013 (Yankee Group)

• 4 in 10 individuals use local search once a day, with 2/3 using it 3 to 4 times a week (immr 2012)

• Global market revenue for mobile location-based services and location-enabled mobile apps should reach more than $10.3 billion by 2015.

• The #1 access method for local information is the mobile browser with 20.7 million users per month.

• 50% of connections to the internet are from mobile phones.

Why Mobile Matters

Your customers are looking for you, but can they find you?

Why Mobile Matters

State of SMB Presence on Mobile

• 12% of SMBs in North America have run location-based offer campaigns (The LBMA 2012)

• 66% of SMB owners say they are currently using either mobile devices, mobile solutions, optimized websites or text-message marketing to market their business. (Fox Business 2013)

• 97% of SMB business owners said they or their employees are using social media channels, including YouTube, Pinterest, Twitter, Facebook and Instagram, to market their businesses. (Fox Business 2013)

How to Think About Mobile Marketing

• Keep focused on your target audience

• Give customers an easy way to get in touch

• Smartphone users aren’t necessarily on the go

• Don’t get distracted by mobile

• Go where your potential customers are*

* “W hy Mobile Shouldn ’t Scare Small Business Marketers,” DMNews, April 26, 2013

http://www.dmnews.com/why-mobile-shouldnt-scare-small-business-marketers/article/290772/

http://www.dmnews.com/why-mobile-shouldnt-scare-small-business-marketers/article/290772/

Local search IS the game changer for businesses that want to market locally

Local Search Matters

Local Insights Highlights

Mobile searches continue to rapidly grow across the YP℠ Local Ad Network. In Q4 2012, 34% of all searches were made on a mobile device. Mobile penetration is even greater within YP properties, the YP.com ℠ site and YP apps, where 40% of searches are mobile.

YP internal data, Q4 2012 vs. Q3 2012 and Q4 2011. Numbers are averages across entire category and do not reflect individual performance. Past performance cannot be used to predict future performance.

http://corporate.yp.com/insights/research-and-

reports/

Get Started

1. Get Listed on Directories and Search Engines

2. Build a Mobile Site

3. Promote yourself!

* “Why Mobile Shouldn’t Scare Small Business Marketers,” DMNews, April 26, 2013

Get Started

Source: “Local Search: Managing Listings Across Multiple Platforms,” IAB, April 2013

It’s Free

Bills itself as: 50% friend-finder,30% social guide, 20% nightlife game

• Check-in functionality

• Earn points

• Get badges

• Social City Guide

• Friend Finder

Foursquare

Facebook Places

Location Creates Traffic

• Your customers: Email and Text Campaigns

• Growing % of emails are opened on a smartphone – take advantage of this!

• New Leads: Premium ads on directories & search engines

• Being found is not enough – buy up to beat the competition!

Promote Yourself!

Future Thoughts• Mobile search – beyond the click

• Indoor presence detection

• Geo-targeted SMS

• Layered location media

Mobile Optimization Trends Among Small- to Medium-Sized Businesses Tuesday, May 21, 2013 10 a.m. PT...

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