Phx Chamber Presentation

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Are Your Customers In Your Pocket? PRESENTED BY April 5, 2012 Using SmartPhones to Promote Your Business Greater Phoenix Chamber of CommerCe

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Using mobile to promote your business.

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

“”

WHat We’ll cover

Facts and Figures

Consumer Behavior

Mobile Marketing Strategies

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

traffic to azcentral.com continues to GroW

traffic patterns

Spikes are seen in the morning and night.

Breaking news. Sports. Celebrities.

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

so, WhaT’s

mosT relevanT

?

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

maps optimization

2

maps optimization

Works in place of mobile enabled website in some cases

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.

priorities change by vertical.

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

non-optimized examples

WHat todo next?

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