Posts Tagged ‘mobile’

Mobile Goes Universal: New Survey Shows Older Generations Embrace Mobile as Local Shopping Companion

Monday, April 14, 2014

Conventional wisdom tells us that younger generations trump older generations in their use of mobile devices during the local purchasing process. While teenagers use their smartphones at every opportunity to find local businesses, read reviews and scan deals, their parents and grandparents rarely rely on their devices to take advantage of what is increasingly available via mobile, right?

Maybe not. According to the results of a new consumer survey conducted by Thrive Analytics and released today by the Local Search Association, older generations — including Boomers and Seniors — are embracing mobile as a local shopping companion.

Local marketers should take note of the growing importance of mobile across all age groups, including Boomers and Seniors, and the various ways in which mobile usage and preferences are uniform across generations.

Take a look at our infographic below overviewing our survey results, and then head over to Search Engine Land to read my analysis of the key takeaways from this study.

Older Generations Embrace Mobile as Local Shopping Companion from Local Search Association

Local Mobile Searches Spark Purchasing Decisions [INFOGRAPHIC]

Wednesday, March 26, 2014

In recent years, consumers have embraced the use of smartphones and tablets as part of their daily routines. So it’s no surprise that as more people “get connected,” they are relying more on their mobile devices when making local purchasing decisions than ever before.

The Local Search Association today is releasing new data, compiled as part of comScore’s MobiLens US online survey in December 2013, that demonstrates the growing proliferation and increased usage of different types of mobile devices as part of the local purchasing process.

Take a look at our infographic below for details on the growing consumer shift towards local mobile. The results are a strong indication to local retailers about the importance of ensuring that their marketing strategies reach consumers across screens.

Apple’s CarPlay Brings iPhone Experience to Automobiles

Thursday, March 6, 2014

Apple is bringing its mobile operating system to automobiles with CarPlay.  The new in-car system links users’ iPhone with their vehicles’ dashboard display, allowing drivers to access maps, music, messages and of course, their phone.

Apple already has committed partnerships with flagship brands such as Ford, Chevrolet, Mercedes-Benz, Toyota and many more.  By bringing Apple Maps and Siri into more cars, Apple is extending opportunities for local businesses to reach consumers while they’re on-the-go.

According to a consumer survey conducted by Thrive Analytics, approximately 1 in 3 (33%) respondents said that they own an iPhone. Furthermore, about 16% of mobile users 18 and older tend to be in the car when looking for local information. This suggests that there is already a foundation by which CarPlay could build upon and become a game changer for the local search space.

Apple also announced that CarPlay will support several music-related apps.  As the platform progresses and evolves, we expect the app offering will as well.  With that being said, as apps get reworked for the CarPlay system, local search providers (Yelp, YP, etc.) might have the opportunity to help consumers find local businesses on yet another platform.

Pew Reports Honor 25th Anniversary of the World Wide Web

Wednesday, March 5, 2014

This year, the World Wide Web turns 25 years old. To honor the milestone, the Pew Research Center is releasing a series of reports documenting the Web’s impact on society as a whole. According to the first report, overall, Americans surveyed said that the Internet has been a plus for our society and an especially good thing for individual users.

Pew has been tracking the Internet’s growth since 1995. This first report looks at Internet penetration and highlights Americans’ feelings on the impact that the Internet has had on their lives.

Here are some interesting data points from the report:

  • 87% of American adults said they now use the Internet.
  • 68% of adults said they connect to the Internet with mobile devices like smartphones or tablet computers.
  • 53% of Internet users said the Internet would be, at minimum, “very hard” to give up. This is compared to 35% of all adults who say their television would be very hard to give up.
  • 67% of Internet users said their online communication with family and friends has generally strengthened those relationships.

The data simply confirms a well-known trend – that the growing number of adults connected to the Internet via mobile devices is having a huge impact on how consumers get information, making it easier for them give up other media outlets like TV.  Mobile continues to dramatically disrupt the way consumers are using the Internet to access information and those of us in the local advertising space have seen this first-hand.

In coming months, Pew will release a total of eight reports about emerging trends in more specific areas of digital technology such as privacy, cybersecurity, the “Internet of things,” and net neutrality.  Click here for more information on this first report.

JiWire Highlights Importance of Targeting Beyond Location on Mobile

Tuesday, February 18, 2014

During their webinar last week, JiWire explored the ways in which advertisers are finding success by targeting custom audience segments at exact moments in their lives.  They shared some case studies that showed how using various pieces of consumer information in addition to location can make mobile brand messages more relevant.

Check out their entire presentation below:

For access to all of our past webinars and a look at what’s to come, visit http://bit.ly/LSAwebinars.

Top 5 Local Ad Stats of the Week: Mobile

Friday, February 14, 2014

Today we’re excited to launch a new weekly series in which we’ll highlight five compelling pieces of data and research about the fast-changing local advertising and marketing space.

This inaugural week we focus on mobile, where we’re seeing growing consumer usage and engagement when it comes to local activity and actions.

Here are just a few of the compelling stats that help put into perspective how consumers today are navigating local via their mobile devices:

  • The most popular post-click activity of 2013 was click-to-call. (xAd)
  • 77% of mobile searches occur at home or at work, while 17% take place on-the-go. (Google)
  • 81% of smartphone users rely on their mobile device for local shopping information. (Local Search Association/comScore)
  • 92% of consumers searching on mobile devices prefer browser search compatibility over mobile app availability. (DAC Group/Kantar)
  • $12 billion is the current value of U.S. online mobile sales to SMBs. (hibu)

Be sure to check back next week for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!

Ad Age: Shifting Focus from Mobile to Mobility

Friday, February 7, 2014

I came across this op-ed in Ad Age the other day and thought it highlighted an interesting point regarding the need for our industry to stop talking about mobile as a “new” piece of the local ad equation.  Water Cooler Group president, Anthony Young, accurately highlights that this year, smart phone penetration in the United States will hit 80% and tablets will overtake sales of PCs.  Mobile hasn’t just arrived, it is well-established and booming.

Young writes that we need to take our marketing efforts from simply using mobile as a venue to push ads to integrating “mobility” solutions into all aspects of marketing. Pushing an ad on a mobile device is far different than creating a relevant experience to a consumer whose time is valuable.  Consumers continue to be on-the-go and expect to be connected at all times, so as marketers, we should create useful and meaningful experiences that allow them to connect to brands easily and quickly.

Check out the full article on Ad Age.

Beyond Location: Engaging Mobile Audiences with Smarter Targeting

Tuesday, February 4, 2014

Please join LSA and JiWire for an exclusive webinar presentation next Thursday, February 13 from 2 pm – 3 pm EST.

We are all aware of the significant opportunity that exists for national brands and SMBs to engage prospective customers in mobile across regional, local and neighborhood geographies.  But with all of the ways we capture consumer data, there is an even bigger opportunity to target beyond location. In this webinar, JiWire will explore the ways in which advertisers are finding success in targeting custom audience segments at exact moments in their lives, making brand messages more relevant.

JiWire is the leading location-powered mobile advertising and data platform, connecting advertisers with engaged mobile audiences at scale. JiWire’s Location Graph™ is a multi-layered learning machine that has accumulated hundreds of billions of data points to offer advertisers true one-to-one audience targeting on mobile. Since 2003 they have been leveraging proprietary historical and present location data from both wi-fi and mobile networks to understand audiences across all mobile devices, ultimately delivering high performance campaigns for clients.

Spots are limited so reserve your seat today!

Solocal Group Gives Glimpse into the Products Driving Significant Growth in Digital Revenue

Tuesday, January 28, 2014

Solocal Group

Last year at our annual conference, Solocal Group’s CEO Jean-Pierre Remy spoke about the company’s transformation from a traditional print directory publisher to an innovative local search provider.  During last week’s webinar, Bruno Berthezene, Solocal Group partnerships and business development manager, discussed the digital products and solutions that are helping make this transformation so successful.

Solocal Group’s focus is on providing local digital media and marketing solutions for retailers and service providers, both large and small.  With this focus in mind, in just six years, Solocal Group has been able to grow their digital revenues from about 34% in 2007 to almost 60% in 2012. Bruno attributed this to a variety of products and solutions but specifically highlighted the following:

  • Web YP: Priority listings in pagesjaunes.fr; 1st position for 50% of searches in a activity/geography mix; tier 2 priority listing.
  • Mobile YP: Priority listings in PagesJaunes mobile app; 1st position for 50% of searches in a activity/geography mix; tier 2 priority listing.
  • Free GPS App: Priority listings in “Mappy GPS” free app.
  • Websites: Website, mobile and tablet sites sold together; hundreds of verticalized possible looks and feels; Facebook fan page, photos, video, booking, classifieds, coupons, menus, e-commerce and more.
  • Store Locator: By generating a microsite per retail location, “BRIDGE” increases online visibility of each of the outlets.
  • Direct Marketing: Turnkey DIFM or DIY emailing campaign solution; postal mailing and text message campaigns.
  • Appointment Booking: Real-time appointment booking; fully customizable for web and mobile.
  • Classifieds: Classifieds for the real estate, cars and jobs verticals; visibility within pagesjaunes.fr and in dedicated vertical websites.

Check out the entire presentation below:

For access to all of our past webinars and a look at what’s to come, visit http://bit.ly/LSAwebinars.

H&M Using In-Store Mobile Deals to Bolster Holiday Marketing

Monday, December 9, 2013

This holiday season, apparel retailer H&M is using an in-store mobile program to drive quick sales and attain customer contact info for future email and mobile marketing activities. The company is handing out marketing collateral in-store, encouraging customers to sign up for email newsletters from the retailer via SMS/text message. When consumers send the text to sign-up, they receive a message encouraging them to reply with their email address, opting the consumer into H&M’s email newsletter and SMS programs.

H&M

Once signed up, shoppers receive an SMS coupon that can be shown to a sales associate for 10% off a same-day purchase. This lets H&M attract quick sales from shoppers that need that extra edge. Then, once the customer’s email is confirmed, they receive an additional 20% off coupon for their next purchase.

While email marketing has been around for a while, there is a growing focus on leveraging mobile for loyalty programs and for driving sales. According to the Yankee Group’s June 2013 US Mobile Marketing and Commerce Survey, 47% of smartphone users wish more stores offered mobile apps to collect and redeem loyalty points and an equal percentage would choose to shop at a store that offered a mobile loyalty program over a store that didn’t.

Strong efforts in mobile can also help retailers lessen the potential for showrooming (when customers browse in store, then find better deals online). Targeting customers at a personal level with deals and discounts for in-store purchases could create incentives to forgo searching online later.

Local advertisers should learn from H&M’s example and look for ways to provide local retailers with opportunities to build email and SMS loyalty programs. This will help local retailors to compete with national brands and address their customers’ desire for loyalty offerings.