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

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Mobile Search Is Local Search

50% of

local search

is mobile

Neustar Localeze 15miles, March 2013

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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

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Facebook’s Graph Search

Massive Investments in Local

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Apple

Google

Amazon

Facebook

Groupon

Nokia

Yahoo

Microsoft

Foursquare

Yelp

18ALGORITHMINTERFACE

5 Layers of Local Innovation

DELIVERY

DATA

TRANSACTION

LOCATION

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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!