We are very excited to announce that we are partnering with two progressive media organizations, the Local Media Association and Borrell Associates, to host one powerful conference. Join us in Chicago on August 21-22 for Social + Mobile – Show Me the Money!
There is a ton of data and research that shows just how big of an impact social and mobile is having on the local media and search space. Here are just a few stats worth noting:
Of 1,000 SMBs surveyed, 97 percent are using social media channels for their marketing efforts (Constant Contact)
77 million smartphone owners relied on apps to visit local content in December 2012 (Local Search Association)
Facebook app is used more for local business searches than MapQuest, Apple Maps and Bing’s app (comScore-15 Miles-Neustar)
In light of the impact of social and mobile on local media and search, you should join us at this exciting conference as we dive into the dollars and cents behind this recent shift in the industry. Come learn about:
What’s working in social and mobile.
What’s generating revenue and ROI.
What the most promising business models look like.
The full agenda is now available and includes content from leaders with Internet pure plays, TV, radio, newspapers, directory publishers and more. Members and clients of all organizations receive $200 off the registration price. Register here. Also, an exclusive hotel rate has been secured for all conference attendees, but it expires on June 30th. To take advantage of the rate, click here.
You have probably seen much of the data showing the rapid growth of consumers that are using search engines, mobile phones and social media for local search. At the same time, there is an equal amount of data showing just how far behind local businesses are in their digital marketing efforts.
In my Street Fight article, I discuss the opportunities for marketers to help local businesses and consumers win with local search. I highlight business listings, social media and mobile websites as three areas of opportunity for marketers.
As mobile plays an increasingly central role in the local search experience, we need better insights into how consumers are using non-PC devices to find neighborhood business information so that local search marketers can leverage trends in the space.
I’m pleased to announce that today the Local Search Associationis releasing our new Local Mobile Search report, prepared by comScore, which looks at the evolving mobile environment in the U.S. and the growing role of smartphones, tablets and other connected devices in the local search experience, highlighting trends in online directory and IYP usage and demographics.
The report shows a continuing shift of mobile usage among consumers, signaling an opportunity for local businesses to re-evaluate where they devote their online ad spending. Most notably, traffic to online directories and other local resources from non-PC devices more than quadrupled in 2012, reaching 27% share of total web traffic in December 2012 from 6% share in December 2011. The percentage growth of page hits on online directories and other local resources from non-PC devices grew at more than double the 8% growth rate in total web traffic on non-PC devices in 2012.
The report also found that 48% of U.S. mobile users used their devices to access local content in December 2012, up from 42% in December 2011.
Internet Yellow Pages Accessed by Highly Desirable Mobile Users
The report found that Internet Yellow Pages (IYP) apps are a powerful tool for local businesses to reach ready-to-buy consumers, since they are used by a desirable demographic for local businesses looking to attract new customers:
More than half of all IYP app users (53%) are age 25-44.
IYP app users are 51% more likely to have an income greater than $100,000 versus all mobile phone users.
IYP app users are more prolific shoppers than average smartphone users. 41% of IYP users make at least one on-phone purchase per month, versus 19 percent of all smartphone users.
IYP app users spend considerably more in on-phone purchases than all smartphone users, with 10% of IYP app users spending a monthly average of more than $500 on on-phone purchases, versus 4% of all smartphone users.
As the market continues to evolve, IYP mobile apps represent an easy first-step for local businesses to expand their integrated advertising efforts into the mobile space.
Local Searchers Prefer Apps to Browser
As a growing number of consumers use mobile to access local content such as business directories, classified ads, maps, and movie information, they are showing a preference for applications over browsers.
Approximately 77 million smartphone owners relied on applications to visit local content in December 2012, up 22 percent since December 2011.
About 69 million users relied on browsers in December 2012, up 12 percent since December 2011.
Nonetheless, strong usage and growth in browsers demonstrates that both platforms require our attention and investment.
Online Traffic Patterns Rapidly Changing
The report shows that rapid growth of connected devices is drastically changing how consumers access the Internet. In 2012, growth in the number of PC users accessing the Internet flat-lined for the first time. By contrast, the share of web traffic from non-PC devices including smartphones and tablets more than doubled to 15% in December 2012 versus 7% in December 2011.
The number of non-PC devices is also growing rapidly. More than one in three (37.3%) of all U.S. smartphone users also owned other connected devices at the end of 2012, including tablets (28.8%), eReaders (10.0%) and other handhelds like portable gaming devices (4.1%), providing consumers with additional ways to access the Internet.
Key Takeaways
Our report demonstrates that the media landscape is continuing to diversify as more consumers begin using smartphones, tablets and other connected devices in their daily lives. In response, local businesses should increasingly pursue mobile solutions as part of their integrated local advertising strategy, whether it’s introducing a smartphone and tablet-friendly website, or taking advantage of IYP mobile apps.
Please join LSA and VendAsta Technologies for an exclusive webinar presentation next Thursday, May 9 from 2 pm – 3 pm EST.
In this webinar titled “Selling Social to Local Businesses: What Do They Need and How Do You Scale It,” VendAsta’s Alan Hunter-Willis, Strategic Business Development, will discuss social media’s role in local search. He will highlight the challenges small businesses face when going social, while showing how social can be used to get leads, build fans, and offer customer service. Finally, learn about VendAsta’s solutions that drive profitability, scalability, and sellable benefits for a publisher and/or agency’s social products.
VendAsta Technologies provides online reputation management, mobile site, and social marketing tools for IYP companies, newspaper groups, interactive agencies, CMRs, digital agencies, and national brands. Delivered through a white labelled Business Center or available via APIs, these tools offer online branding solutions that give advertisers a new stream of digital revenue while helping small and medium size businesses monitor, manage, and build stronger reputations.
An expert panel on mobile advertising discussed what’s working in the mobile space. Represented on the panel were Tim Garcia from Moasis, Dan Hight from xAd, Tae Kim from Google and Michael Rubin from YP.
The group agreed that the best way to measure mobile performance is to not just look at click through rates but also look at what’s happening after a click. “Advertisers that are focused on offline type of conversations are working very well,” Dan from xAd said.
Dan went on to say that national agencies need to help clients measure and track performance beyond clicks. “This is where the agencies still have to progress … For most of the traditional agencies, if it doesn’t take place online, they think it doesn’t really take place.”
Google’s Tae believes it’s important to look at mobile as part of a holistic advertising strategy, not as a separate strategy. “Simplify your strategy. Mobile doesn’t have to be just another thing you have to work out.”
Tae said the lines are blurring between devices. “Phones are getting bigger and tablets are getting smaller” making it harder to target desktop vs. various devices.
Michaels at YP said the mobile is delivering results for its advertisers, with 40% of tracked calls and clicks coming from mobile.
With demand in the mobile space building, Tim from Moasis said it’s all about educating the small businesses so that they will look at directing their advertising spend into mobile vs. other offline channels that may not work as well.
The “Search Starts Here” Conference in Vegas is quickly approaching and we are just 11 days away. Help us spread the word and let the Twitter world know you’re coming by using the #SearchStartsHere hashtag.
But before you make your way to Vegas, we want to make sure you are prepared. Here are some things you are going to want to bring:
Business Cards: With an expected attendance of around 400 people and a variety of networking events, you’re going to need a lot of business cards to pass out.
Bathing Suit: With the poolside Strategic Exchange Session (SES) cabanas, you might want to take a dip and cool off between meetings because the temperature is looking to be in the upper 70s and 80s.
Lucky Rabbit’s Foot: If you have anything that will improve your chances of winning, then bring it. You can also improve your odds of winning an iPad mini. Each time you get a friend, co-worker, vendor or business partner to sign up for our conference, you will be entered into a raffle for an iPad mini. Just make sure they submit your name and company in the appropriate field when they register.
Black and White, Business Casual Attire: This year’s Industry Excellence Awards theme is “A Night in Black and White.” Come see some of the most innovative and creative work taking place in the local search space as we honor our winners with a brief black and white movie.
Chargers: The 4 day, jam-packed agenda is will give you plenty of strategic and tactical insight that you’re going to want to take notes on. Come see our influential speakers and workshops with a full charge.
Golf Clubs: This year’s conference golf tournament is sponsored by the Yellow Pages Group and will be held at the beautiful Arroyo Golf Club nestled alongside the breathtaking Red Rock Canyon in Las Vegas.
Cocktail Attire: Dress up and get pictures with some special guests, enjoy some food and drinks, and take advantage of even more opportunities to network during the Viva Las Local Cocktail Reception and Dinner.
Smartphone: The updated LSA mobile app also acts as your personal concierge for the conference. Find out who the next speaker is, where the workshops are being held or get the phone number of a company that you want to do business with, all from your phone!
Questions: Be ready to get concentrated access to executives and the many influential local search pros while at the conference. Pick their brains, get their insight and make the partnerships you need to drive your organization forward.
In addition, TODAY is the last day to take advantage of our special room rate at Planet Hollywood. After today, the price will increase! When booking your room, simply use the attendee group code “SMLSA3″ to guarantee the rate. BOOK ONLINE or you can call the hotel directly at (866) 317-1829.
Please join LSA and geo.to for an exclusive webinar presentation this upcoming Thursday, April 4.
In this webinar, geo.to will discuss the phenomenal increase in mobile local search, the primary wants and needs of mobile users, and the data that is reinforcing the importance of providing instant access to extremely accurate and timely location based information. Whether you are a single location business, a large brand with thousands of locations, a publisher, or an agency representing businesses, geo.to will explore tools you can use in traditional print, display and digital marketing to increase click through rates, conversions, calls, visits, sales, customer satisfaction and loyalty, including a new type of digital web presence for every business location.
geo.to is a mobile, local, social media technology platform company enabling businesses to make it easier and faster for customers to find, share and interact with their locations. geo.to specializes in providing an easy to use, special purpose mobile website for every location dedicated to helping customers instantly find, visit, call and share business locations when they are on the go and ready to buy.
Our conference has really come together nicely and with such great content, it got me thinking about all the compelling reasons local search professionals should come. Here is my top 10 and while it doesn’t capture every benefit of attending, it gives a good glimpse into the relevancy and importance of our event.
10. Venue: The dynamic Planet Hollywood Resort and Casino in the heart of Las Vegas is a one-of-a-kind venue for a one-of-a-kind conference. Book your room today!
9. Las Vegas: Shows, clubs, dining, tours, shopping, gaming, golf, spas, hiking, attractions and more! Take in the great content of our conference while taking advantage of the exciting city of Las Vegas.
8. Industry Excellence Awards: See some of the most innovative and creative work taking place in the local search space during the Industry Excellence Awards.
7. Strategic Exchange Sessions: Whether you registered for an SES or not, these are great for networking and making connections with executives from influential local search companies. There are still tables and poolside cabanas available. For more info, check out our SES Brochure or contact Terri Stabnick (terri.stabnick@localsearchassociation.org) today at (248) 244-0743.
6. Networking Events: With all the networking events planned for the conference, you can catch up with old friends, make some new ones, and, most importantly, develop partnerships with the companies that will help drive your business forward.
5. Vegas: Just in case you forgot, the conference is in Vegas!
4. Workshops: The subject matter and panelists for this year’s workshops are particularly relevant. Come learn about the latest and greatest technologies and innovations that are impacting areas such as mobile, SEO, social media and more.
3. Speakers: The biggest names in digital, mobile, social and print media will discuss many strategic and tactical topics that are driving the local search industry forward.
2. Attendees: With an expected attendance of about 400 people, our conference puts all of the biggest names in local search in one place. Don’t miss your chance to network with this influential group.
1. Search Starts Here: Local search is evolving and so are you. Get ahead of the latest trends and be part of the conference that influences the industry. Search truly does start here…
The updated and free Local Search Association mobile app keeps you connected to all the latest news, innovations, technologies and companies that are driving the local search industry forward. Whether you like to read, watch or interact, LSA’s app is your one stop shop for up to the minute local search content. With just one tap on your phone, you can access the following LSA media channels:
YouTube: Watch the latest webinars, conference interviews, presentations and more. Twitter: Get the news you need in 140 characters or less. Blog: Read the whole story right here on the Local Search Insider Blog.
The app also acts as your personal concierge for the “Search Starts Here” conference.In order to improve your conference going experience this year, the app gives you access to all the information you will need while in Vegas. Find out who the next speaker is, where the workshops are being held or get the phone number of a company that you want to do business with all from your phone.
Scan one of the QR codes below with your phone and get the app on iTunes or Google Play today!
YP recently shared some exciting news: the company was the second largest in the U.S. mobile advertising industry in 2012, with more than $350 million in advertising revenue attributable to mobile, according to analyst firm International Data Corporation. Given that the mobile advertising space grew by an astounding 70% in 2012 alone, this is an impressive achievement by the recently formed company.
YP is capitalizing on the continuing shift of consumers to local mobile search with strong results:
YP’s mobile apps referred nearly 100 million calls to local businesses in 2012.
Click through rates on the company’s paid mobile listings grew by 100% during the year.
YP was ranked among the top 40 mobile web domains in the U.S. by comScore.
The company will continue to focus on mobile in 2013 with new products including its recently launched Dynamic Store Locator, which alerts customers to nearby stores using geo-fencing. Tools like these grab customers at their most ready-to-buy moment.
We’ll have a chance to hear directly from YP about its mobile efforts during our annual Search Starts Here Conference in April. YP’s Execuitive Director of Mobile Business Development, Michael Rubin, will be joining panelists from Google, xAd, and Moasis to talk about what’s ahead in the mobile space.
If you haven’t already, head over to our conference website for more information and to register!
The speakers and panelists coming to our 2013 “Search Starts Here” Conference in Las Vegas include experts, veterans and thought leaders from all areas of the local search space. The biggest names in digital, mobile, social and print media will discuss many strategic and tactical topics that are driving the local search industry forward.
In addition to the great keynote speakers from Solocal Group (formerly PagesJaunes Groupe), Facebook and CityGrid, here are some more exciting subjects and speakers you can’t afford to miss:
SMB State of the Union Greg Sterling (Opus Research) Neal Polachek (Industry Observer)
Making Transformation Happen Paul Plant (Radicle Consulting)
What’s Working in Mobile Tim Garcia (Moasis)
Dan Hight (xAd)
Tae Kim (Google)
Michael Rubin (YP)
State of the Industry Bill Dinan (Telmetrics)
Neg Norton (Local Search Association)
Print Directories in a Multi-Platform World Matt Centofanti (YP)
Eric Webb (Marquette Group)
Dave Wolf (Linkmedia 360)
Emil Morales (TNS)
Sales Differentiation in a HYPER Competitive Selling Environment Bob Sanders (AXIOM)
Building the “Local Commerce Operating System” Ethan Anderson (MyTime)
Dave Gilbertson (Constant Contact)
Sean Harper (Groupon)
Bob Gregerson (hibu)
Finally, as announced earlier, we also have some great workshops and breakout sessions with Yelp, Yext, edō, Supermedia and many more.
According to Cisco’s Visual Networking Index (VNI) Global Mobile Data Traffic Forecast, “global mobile data traffic grew 70 percent in 2012.” With more people online via mobile devices, local businesses are faced with the challenge of connecting with their customers on this growing platform. The mobile advertising experts at VoodooVox and SkyBridge Mobile were each recently featured on our 2013 Webinar Series to share their insight on how local business can adapt to this change.
Mobile: How to Generate Calls (VoodooVox)
VoodooVox discussed the impact that mobile is having on consumer shopping patterns and how local businesses and national brands are taking advantage of this. Specifically, they discussed how to drive calls from mobile, based on costs per lead acquisition and key case studies.
Mobile Local Directories to Connect Biz & Consumers (SkyBridge Mobile)
SkyBridge Mobile discussed local mobile search and their MobiLocal Directory that connects consumers and businesses. They also discussed the impact of mobile on local businesses and the consumers that are connecting in local markets.
The workshops and break-out sessions scheduled for our conference are great opportunities to hear from industry leaders about the most current trends that are impacting the local search industry. The subject matter and panelists for this year’s workshops are particularly relevant. We are really looking forward to learning about the latest and greatest technologies and innovations that are driving the industry forward in areas such as mobile, SEO, social media and more.
The workshops will be led by high ranking officials from many influential organizations. Here is a list of all the workshops scheduled at this time:
What To Know about Local SEO Bryson Meunier (Resolution Media)
Will Scott (Search Influence)
Andrew Shotland (LocalSEO Guide)
Clicks, Calls & Leads: The Evolving Local Business Model
Dylan Swift (Yelp)
Bill Dinan (Telmetrics)
Debi Hensley (SuperMedia)
Hynek Stehno (Local Spectrum)
Scaling Social: Can It Be Done Cost Effectively? Brendan King (VendAsta)
Justin Sanger (SupportLocal)
Trevor Sumner (LocalVox Media)
Shiri Yitzhaki (Amdocs)
Mobile Offers and Loyalty in the Marketing Mix Jeff Fagel (edo Interactive)
Christopher Folmar (SuperMedia)
Blair Swedeen (Placecast)
Winning the Hispanic Market Azim Tejani (YaSabe.com)
Automating Local Marketing for Efficiency at Scale Howard Lerman (Yext)
Ben Gibson (The Search Agency, Inc.)
Pete Gombert (Balihoo)
Paul Wicker (Kenshoo Local)
Please join LSA and VoodooVox for an exclusive webinar presentation next Thursday, February 7th. Given the impact on consumer shopping patterns, the mobile advertising specialists at VoodooVox will be explaining how local businesses and national brands are taking advantage of mobile.
VoodooVox uses consumer analytics to provide cloud-based mobile advertising services for publishers, advertisers and operators. During the webinar, VoodooVox’s Shannon McBride and Tony Philipp will discuss how to drive calls from mobile, based on costs per lead acquisition and key case studies.
Local market research group, Borrell Associates, released a new report on SMB advertising plans for 2013, in it they predict local digital advertising spend in the US will reach $24.5 billion this year.
Social and mobile will be a big part of the local advertising mix in 2013 as well. According to the survey, Facebook is the number 1 online platform SMBs plan to place ads this year with nearly 3 out of 10 reporting those plans. Additionally, 75% of SMBs surveyed reported familiarity with mobile platforms in 2012 whereas only 40% were familiar in 2011.
Those surveyed were interested in exploring mobile coupons, text messages, and mobile optimized sites among other tactics. Interestingly, four out of ten of those surveyed said they’d never been pitched by a mobile firm, showing an opportunity for agencies in that space.
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