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1
Mobile Marketing: What You Need to Know
Faith Murphy | Yahoo Sales Director
LSA Bootcamp Portland | November 1, 2015
2
Key Mobile Insights
Mobile Shopping Habits
Q&A
1
2
3
Agenda
3
(Anecdote)
Reminder: LSA
Bootcamp Portlandtoday!
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
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
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…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
Effectiveness of digital marketing according to small business owners
20%
43%
32%
Effective
Not Effective Very Effective
4% n/a
8
Small businesses plan to spend more on digital marketing
16%
37%47% Yes
Maybe
No
9
Mobile overtakes desktop search
2011 2012 2013 2014 2015 20160
20406080
100120
Mobile Desktop
Sear
ches
(Bill
ions
)
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
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%
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
Today’s buyer is a multiplatform searcher
of mobile product info searchers also made a related search on another device
75%
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
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
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%
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 searchintroduces 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
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2
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Set your goalsKnow your targetBe mobile responsiveWork with partners4
Key takeaways
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