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Yext provides local cloud-computing services for marketers to manage their geodata and content to connect it everywhere. Over 200,000 businesses, including dozens of Fortune 500 companies and top retailers.
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Local: The Mobile Call-To-ActionHow Marketers Can Use Local To Win Mobile
Agenda
• Mobile is growing with local
• Location as call-to-action
• Recent innovation and activity
• What’s next
1. Local is the core of mobile
3
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Mobile Search Is Local Search
50% of
local search
is mobile
Neustar Localeze 15miles, March 2013
5
Mobile Influences Local Experience
88% of smartphone owners use it to find local information
Keynote, 2012
use location
9 of thetop 25 appsin the App Store
7 Billion People Roaming The Planet, With 10 Billion Devices
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2BPCs
1.4Bsmartphones
300M Tablets
Today marketers can deliver their local message
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How?Adding Location
FedEx – 9600 Main Street, Fairfax, VA 22031 (703) 323-0200
Local Marketing Drives To A Location
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Funnel
PURCHASE
Discovery
Decision
Act
Mobile Usage
Act“directions”
“phone number”
“hours”
Decision“menus”
“photos”“4-star reviews”
Discovery“coffee”
“hotel”
“shoes”
Local Business Information On Mobile
10All statistics from Milllennials in the Marketplace: A Generation Moving on its own unpredictable Path (eMarketer)
Name, Address, Phone Number
DrivingDirections
$$$$ Price Compare84% of 18-24 year olds compare prices in store
Product Reviews57% of 18-24 year oldslook up product reviews
Mobile Drives Local Purchases
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of purchase-related conversions occur within 1 hour of initial mobile search55%
of in-person purchasesinclude online research40%
of purchasing decisions are made in person & locally76%
Sources: Google, April 2012; Google, March 2013; POPAI, June 2012
of mobile searches end in a purchase
78%
Neustar Localeze 15miles, March 2013
2. Two Years Ago…
September
Apple Maps in iOS6
Google Maps returns to App Store
Apple Acquires Embark
Maps Timeline
Apple Acquires WifiSLAM
December
2013
March
June
June
July
Apple Acquires Locationary & HopStop
August
Google Acquires Waze
2012
Mobile Fragmentation
15
Facebook’s Graph Search
Massive Investments in Local
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Apple
Amazon
Groupon
Nokia
Yahoo
Microsoft
Foursquare
Yelp
18ALGORITHMINTERFACE
5 Layers of Local Innovation
DELIVERY
DATA
TRANSACTION
LOCATION
19
Recent Activity in Local
Google buys Waze
Foursquare launches menu search
Microsoft acquires HERE license
Yelp Platform
Uber raised $350,000,000
But, people don’t really buy on their phones
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Jessica Lessin, former Technology Editor for WSJ
“There’s little e-commerce activity on mobile. Brands advertise to drive sales. But people aren’t buying stuff on their
phones in any meaningful way”
3. What’s Next
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Let’s use mobile to drive OFFLINE sales.
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With Yext, marketers localize their messages with connected local services like search, social, display, listings, landing pages and other surfaces.
The Yext Local Marketing Cloud
Yext has more than 200,000 subscribers to the cloud. 30
EASILY MANAGE1000’S OF LOCATIONS
CONNECTTO SEARCH
DIRECT LISTINGSINTEGRATION
CONNECTTO DISPLAY
LOCAL CONTENT,YOUR WAY
CONNECTTO SOCIAL
Thank you!
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