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Mobile Marketing: What You Need to Know

Faith Murphy | Yahoo Sales Director

LSA Bootcamp Atlanta | August 30, 2015

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Key Mobile Insights

Mobile Shopping Habits

Q&A

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Agenda

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(Anecdote)

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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 lease once per day

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Effectiveness of digital marketing according to small business owners

20%

43%

32%

Effective

Not Effective Very Effective

4% n/a

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Small businesses plan to spend more on digital marketing

16%

37%47% Yes

Maybe

No

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Mobile overtakes desktop search

020406080

100120

2011 2012 2013 2014 2015 2016

Mobile Desktop

Sear

ches

(Bill

ions

)

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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

99Yahoo 2014 Confidential & Proprietary. 9

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%

10Yahoo 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

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Today’s buyer is a multiplatform searcher

of mobile product info searchers also made a related search on another device

75%

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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%

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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

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Mobile searchers took follow-up actions after searching

continued research66%

conducted related searches59%shared info50%

visited website79%checked prices69%

found store directions28%called store18%discussed search

with someone else65%

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Mobile searchers click the top of mobile search results

selected result near the top69%

22%› selected result further down

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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 searchintroduces them to new brands

46% said even when they know what they’re looking for, search ads remind them of brands to consider

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Set your goalsKnow your targetBe mobile responsiveWork with partners4

Key takeaways