Phx Chamber Presentation
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Transcript of Phx Chamber Presentation
Are Your Customers In Your Pocket?
P R E S E N T E D B Y A p r i l 5 , 2 0 1 2
Using SmartPhones to Promote Your BusinessGreater Phoenix Chamber of CommerCe
Three years ago, people said,
“Hey, is this mobile thing really going to happen?” What happened over a very short time is that people started using their phones for everything – the phone has become the central problem-solving tool when we’re walking around.
J a s o n s p e r o , H e a d o f G l o b a l s o l u t i o n s , G o o G l e
“”
key emarketer numbers - smart devices
US SmartPhone USerS
US tablet USerS
US adUlt ereader USerS*
note: USe the deviCe at leaSt onCe Per month, *aGeS 18+
2012 2014
106.754.8 45.6
133.0 89.553.9
2012 2014 2012 2014
Source: eMarketer, August & November, 2011
millions
key emarketer numbers - smart devices
US SmartPhone USerS
US tablet USerS
US adUlt ereader USerS*
note: USe the deviCe at leaSt onCe Per month, *aGeS 18+
2012 2014
106.745.6
133.0
112.5
53.954.8
89.5
2012 2014 2012 20142016
Source: eMarketer, August & November, 2011 Source: Forrester Research eReader Forcast, 2010 to 2015 (US). Note: All numbers are in millions of US adults.
millions
a new forreSter rePort ProjeCtS that 112.5 million U.S. adUltS – one-third of the adUlt PoPUlation -- will own a tablet by 2016, UP from a Prior foreCaSt of 82.1 million.
demoGrapHic profile
Source: eMarketer.com - Pew Internet and American Life Project, “The Rise of In-Store Mobile Commerce.” January 30,2012
Demographic Profile of US Mobile Phone Owners Who Use Their Device While Shopping In-Store
Target: 1,104,450 - 34% of Total Adultstotal market (CBSA): 3,253,900
pHoenix smartpHone oWners – demoGrapHic profile
Source: 2011 Phoenix CBSA Scarborough Release 2 (Aug 2010 – Jul 2011) Market Index: An index demonstrates what is above average (101 or greater), average (100), and below average (99 or less) of a given demographic.
demogrAphiCS % of mkt NumBer iNdex demogrAphiCS % of mkt NumBer iNdex
Phoenix Smartphone owners are 43% more likely to earn $75,000 or more, more than a third are college graduates.
Gender male 57% 626,050 113 female 43% 478,400 87
Age 18-24 21% 235,000 169 25-44 48% 534,500 124 45-54 17% 190,200 97 55-64 8% 92,350 59 65+ 5% 52,400 29 Women 25-44 23% 252,350 122 Median Age 36.5 84
Marital Status married 58% 644,150 100
Access Internet Month Yes 92% 1,013,200 114
Household Income < $25,000 8% 85,500 58 $25,000-$49,999 26% 281,800 77 $50,000-$74,999 17% 182,450 89 $75,000 or more 50% 554,800 143 Median Income $51,687 137
Residence homeowner 65% 716,450 98
Education hS or Less 38% 458,200 92 Some College 29% 366,100 85 College grad plus 33% 244,600 134
Hispanic Origin hispanic 23% 314,100 87
In 2012, there is no one mobile. For me, this is a key point.
J a s o n s p e r o , H e a d o f G l o b a l s o l u t i o n s , G o o G l e
“”
HoW people use tHeir devices
ComPare alertS
Share ProdUCtavailability
review
mobile
offerS
direCtionS
HoW people use tHeir devices - directions
ComPare alertS
Share ProdUCtavailability
review
mobile
offerS
direCtionS
HoW people use tHeir devices - offers
ComPare alertS
Share ProdUCtavailability
review
mobile
offerS
direCtionS
HoW people use tHeir devices - compare
ComPare alertS
Share ProdUCtavailability
review
mobile
offerS
direCtionS
HoW people use tHeir devices - revieW
ComPare alertS
Share ProdUCtavailability
review
mobile
offerS
direCtionS
HoW people use tHeir devices - sHare
ComPare alertS
Share ProdUCtavailability
review
mobile
offerS
direCtionS
traditional still Holds a lot of influence
Leading sources for finding information on local businesses according to US Consumers, January 2011.
internet search engine/search portal ................ 36%
Local print newspaper ...................................29%
Word-of-mouth/friends and family .................... 22%
other website (not a print or tV news organization site or
government site, includes national sites that offer local info, such as
Weather.com, craigslist or patch) .................................... 16%
Local tV news broadcast ..................................7%
radio (Am/fm or satellite) .................................5%
% of reSPondentS
Note: n=667 ages 18+ who look for local business information; excludes restaurants;clubs and bars. Source: Pew Research center’s Project for Excellence in Journalism and Pew Internet & American Life Project, “How People Learn About their Local Community” in partnership with the John S. and James L. Knight Foundation, Sept 26, 2011
a Glimpse at HoW mobile pHone oWners are usinG tHeir device to sHop
Source: eMarketer.com- InMobi, “Mobile Media Consumption Q4 2011 Survey” conducted by Decision Fuel and On Device Research, Feb 28, 2012; Nielsen, “US Digital Consumer Report” as cited in company blog, Feb 22, 2012; InsightExpress, “1Q2012 Digital Consumer Portrait,” Jan 25, 2012; comScore MobiLens as cited in “US Digital Future in Focus 2012, Feb 9, 2012
actions taken after searcHinG for businesses close to tHeir location accordinG to us smartpHone users, Q4 2010
Called the bUSineSS
viSited a bUSineSS
looked UP bUSineSS on a maP or Got direCtionS
viSited the webSite of a bUSineSS
made a PUrChaSe from a bUSineSS in-Store
made a PUrChaSe from a bUSineSS online
reCommended a bUSineSS/ServiCe to Someone elSe
read or wrote a review aboUt a bUSineSS
marked or added a bUSineSSto my favoriteS liSt
After finding local business information, 77% of smartphone users contacted the business by calling (61%) or visiting (59%). 44% completed a purchase.
61%59%58%54%
36%22%22%20%19%
Note: n=4,747 ages 18-64 who access local content. Source: Google and Ipsos OTX MediaCT, “The Mobile Movement: Understanding Smartphone Users,” April 27, 2011
% of reSPondentS
prioritization
1 2 3 4 5 6
optimization of website for mobile devices
maps optimization
PPC location based
marketing
Social media
campaigns geared towards
mobile users
Seo - most effective for
websites with a lot of content
optimization for mobile
1
optimization of website for mobile devices
mobile webSite Standard webSite
mobile ppc
3
PPC
a. Separate campaign geared solely to mobile devices or ipads.
b. Click-to-call ad extensions that allow a searcher to dial directly off the ad opposed to routing to a landing page.
c. google express - run ads directly off google maps Listing (less targeted but geared towards mobile and lower CpC’s)
location based marketinG
4
loCationbaSed
marketinG
offers become more relevant
closer to the point of purchase
social media campaiGns Geared toWards mobile users
5
Social media campaigns
geared towards
mobile users
urging fB users to check-in & offer
special deals
searcH enGine optimization
6
Seo - most effective for
websites with a lot of content
many mobile enabled websites
lack. With any of our maps
clients, they get multiple directory submissions and
links already.
tHe vertical dictates use
highest mobile
aUto, GroCery, hoSPital, biG box retail• google maps/Adwords express/mobile optimized site• ppC/Seo (win against your competition)• mobile ppC• full Social package w/persona targeting• reputation building/monitoring• foursquare check-ins linked to loyalty club• Active keyword listening• email blasts
retail• google maps/Adwords express/mobile optimized site• ppC/Seo (keyword product search) – “leather couch”• Social Seasonality push with foursquare check-insreStaUrantS• google maps/Adwords express/mobile optimized site (must win here!)• Seo (win against your competition)• ppC (target expensive meal crowd)• Social can work with strong brands or multiple locations
edUCation & finanCial• google maps/Adwords express/mobile optimized site• Seo (win against your competition)• ppC (can be low search volume)• Social persona targeting + reputation building/monitoring• Lead generation focus
home ServiCeS, leGal, health• Seo/ppC• Select Social - seasonal and issue-related
leadGeneration
Focus
location, reputation,Persona
strong mobile