LSA Bootcamp Portland: Mobile Marketing - What You Need to Know
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This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive in Portland 11/1/15. For more about the event and for a look at future events visit www.LSABootcamp.com.
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LSA Bootcamp Portland: Mobile Marketing - What You Need to Know
- 1. 1 Mobile Marketing: What You Need to Know Faith Murphy | Yahoo Sales Director LSA Bootcamp Portland | November 1, 2015
- 2. 2 Key Mobile Insights Mobile Shopping Habits Q&A 1 2 3 Agenda
- 3. 3 (Anecdote)
- 4. 4 Mobile search is a daily habit 87%of smartphone owners access the Internet daily 55%conduct more than two mobile searches per day 79% use a search engine at least once per day
- 5. 5 Yahoo’s Unique Opportunity Unique searchers per month across devices 99M 19% Yahoo’s desktop searchers cannot be reached on other engines 25% Yahoo’s mobile searchers cannot be reached on other engines Source: comScore Web Explicit Search, March 2015, US PC data; comScore Media Metrix, May 2015; comScore Mobile Media Metrix Audience Duplication, May 2015 Yahoo 2015 Confidential & Proprietary. 80% of searches on Yahoo will result in a click- higher than any other engine
- 6. 6 …with strong buying power Source: comScore custom report, PC universe, December 2014, comScore Web Explicit Search, March 2015, US PC data, Ipsos Media CT, survey of 1,366 Yahoo Mobile Search users, June 2015, comScore Key Measures April 2015 YAHOO SEARCHERS SPEND MORE THAN AVERAGE 18% MONTHLY SPEND ONLINE $4.2B YAHOO MOBILE SEARCHERS SPEND MORE THAN AVERAGE 9% MOBILE YAHOO SEARCHERS MORE LIKELY TO LIVES IN A $100K+ INCOME HOUSEHOLD 23% Yahoo 2015 Confidential & Proprietary.
- 7. 7 Effectiveness of digital marketing according to small business owners 20% 43% 32% Effective Not Effective Very Effective 4% n/a
- 8. 8 Small businesses plan to spend more on digital marketing 16% 37% 47% Yes Maybe No
- 9. 9 Mobile overtakes desktop search 0 20 40 60 80 100 120 2011 2012 2013 2014 2015 2016 Mobile Desktop Searches(Billions)
- 10. 10 U.S. mobile searcher growth % of mobile phone users Mobile phone search users 2014 53% 134M 2015 61% 157M 2016 68% 177M 2017 74% 197M 2018 77% 208M
- 11. 1111Yahoo 2014 Confidential & Proprietary. 11 Mobile is key to online marketing 50% of digital search ad spending will occur on mobile in 2015 of mobile searches trigger follow- up actions (store visit, purchase) 73%
- 12. 12Yahoo 2015 Confidential & Proprietary. mobile search activity peaks at the weekend and early evening of mobile internet users use search from their mobile device 86% Mobile brings utility, convenience, and locality to search 9 billion minutes spent a month, or more than an hour each, on search
- 13. 13 Today’s buyer is a multiplatform searcher of mobile product info searchers also made a related search on another device 75%
- 14. 14 Mobile search has become an integral part of shopping research products weekly on a device 83% research products daily on a device 49% make a purchase weekly on a device 24%
- 15. 15 Consumers use mobile search to choose where to shop 94% 56% 73% increase in searchers using “near me” in the past 6 months of them visited the store within 5 hours of those searching for a nearby store visited the store
- 16. 16 Mobile searchers took follow- up actions after searching continued research 66% conducted related searches59% shared info 50% visited website79% checked prices69% found store directions28% called store18%discussed search with someone else65%
- 17. 17 Search is at inflection point 56% 52% 68% said search results often lead to unexpected new ideas said that mobile search helps them make better buying decisions said that mobile search introduces them to new brands 46% said even when they know what they’re looking for, search ads remind them of brands to consider Yahoo Gemini is built mobile first to maximize these opportunities Small screens, Bold formats Eligible to serve on 100% mobile traffic Exclusive Product Ads mobile inventory Yahoo 2015 Confidential & Proprietary.
- 18. 18 1 2 3 Set your goals Know your target Be mobile responsive Work with partners4 Key takeaways
Notas del editor
- Who can remember the days of actually setting an alarm clock? I can bet than more than half of you now use your smartphone as your alarm clock. And this is the shift that is taking place – Mobile devices are part of our daily habits. It is our first interaction, and it is where we go to get news, weather, finiance, email, and social updates – Essentially our 1 stop for everything that is important to us. As marketers – Either SMBs attracting new clients, or Companies attracting SMBs to use your profudcts, you need to present as to where your target customer is – and they are on their msartphones and tablets. And if mobile is not part of your advertising strategy, then hopefully by the end of this webinar you’ll have changed your mind.
- An effective website paired with relevant advertising across search, social, and mobile can do wonders for a small business. - Investment cases of where marketers are spending money
- And these clicks may be high value, thanks to Yahoo searchers’ buying power. Yahoo searchers spend 18% more than the average internet user (Source: comScore custom report, PC universe, December 2014) Yahoo Desktop Searchers spend $4.2 billion online monthly, representing 39 million online transactions (Source: comScore Web Explicit Search, March 2015, US PC data) The Yahoo Mobile Searcher spends 9% more online than the average mobile searcher (Source: Ipsos Media CT, survey of 1,366 Yahoo Mobile Search users, June 2015) 41% of the mobile Yahoo Search audience lives in a $100k+ income household (a higher % than any other engine) Sources: https://yahoo.jiveon.com/docs/DOC-47849,
- 75% of SMBs think digital advertising is effective in attracting new customers
- And that success can be attributed to the highly targeted audience they are attracting, and in return almost half of smbs will spend more on digital marketing.
- Why this increase? Well, we,ve been talking about for some time, but 2015 is positioned to be the year more srarches will occur on Mobile devices opposed to desktops. And once we hit that tiping point, we will see more dollars shift to this medium. For marketers, there is an important caveat: Return on investment (ROI) hasnot reached a similar tipping point. ROI on mobile search is improving, but it will continue to trail desktop search ROI next year—and further into the future, until mobile performance measurement, particularly in relation to the impact on sales in physical stores, gets more precise. Attribution. But the ubiquity of smartphones, and consumers’ growing use of phones in almost every waking moment of the day, means that search will be more mobile than desktop next year. The importance of search in the digital experience makes this a trend that bears watching. In a year punctuated by mobile-related milestones, one in particular stands out. 2015 will see mobile search reach the tipping point—the stage at which the majority of spend, organic traffic and paid clicks comes from smartphones and tablets, surpassing traditional desktop/laptop search activity, according to a new eMarketer report, “Key Digital Trends for 2015: What’s in Store—and Not in Store—for the Coming Year.” In a year punctuated by mobile-related milestones, one in particular stands out. 2015 will see mobile search reach the tipping point—the stage at which the majority of spend, organic traffic and paid clicks comes from smartphones and tablets, surpassing traditional desktop/laptop search activity, according to a new eMarketer report, “Key Digital Trends for 2015: What’s in Store—and Not in Store—for the Coming Year.” Growth showing uptick Add chart showing intersection Mobile search as topic Upward trend inflection point For marketers, there is an important caveat: Return on investment (ROI) hasnot reached a similar tipping point. ROI on mobile search is improving, but it will continue to trail desktop search ROI next year—and further into the future, until mobile performance measurement, particularly in relation to the impact on sales in physical stores, gets more precise. But the ubiquity of smartphones, and consumers’ growing use of phones in almost every waking moment of the day, means that search will be more mobile than desktop next year. The importance of search in the digital experience makes this a trend that bears watching.
- In 2014, marketers spent 9B, or 38% of their digital budgets on mobile search ads… And in 2015 we can expect that to increase to 13B – 50% of our digital budgets.
- 2x estimated growth of mobile paid search industry in 2015
- SCRIPT: More than 50% of US mobile phone users and 40.5% of the US population will search on mobile phones using a browser or app at least once a month. More than 99% of mobile phone search users will search via smartphones. According to a recent study by eMarketer, US mobile phone search audience will see double-digit growth through 2017. (via eMarketer) Of the 24.4 billion minutes across all devices, search is the second most important channel for finding content, after friends and family (source Nielsen CD report Q4 ’13). Users are spending approximately 9 billion minutes searching, with much of that activity peaking during the evening and weekends.
- Today’s product searcher is a multiplatform searcher. 75% of those that searched on their Smartphone in the past week for information about a product they were considering purchasing also made related searches on another device, such as a PC or tablet.
- An effective website paired with relevant advertising across search, social, and mobile can do wonders for a small business. Investment cases of where marketers are spending money Add number to weekend
- Searches for locations are common. 64% of Smartphone owners searched for a nearby store in the past week. 54% searched for a place to eat in the past week. Query data from Yahoo Mobile Search shows that the percentage of searchers using ‘near me’ in their queries has increased by 56% in the past 6 months.1 The percentage of searchers using ‘nearby’ has also increased by 38% in the past 6 months.1 According to a study of mobile searchers, 94% of those searching for a nearby store visited the store. 73% of them made a visit to a store they found within 5 hours. Understanding how and when consumers purchase is important for attribution context.
- Whether our searchers bought or not, the mobile search was generally one step among many. Mobile shopping searchers took several follow-up actions after searching. 66% continued their research, and 59% conducted more related searches. Also important to note is that shoppers do many things on their mobile devices within the shopping cycle. Over half of our mobile searchers said that they often read or looked for news articles on their mobile device around the same time that they searched. Marketers have many opportunities to engage the shopper.
- Search is at an inflection point where consumers are beginning to favor mobile devices. More than half of yahoo searches are now done via mobile.