2016 place conf: from pokemon go to snapchat geofilters - new thinking about location

Why Location-Based Experience is the New Frontier of Mobile Search

Yext by the Numbers

Yext is a Location Management Platform based in New York City!

800k+ Locations Managed

400+ Enterprise

Clients

550+Employees

5Offices

Worldwide

100+Publisher Partners

100+Member

TechnologyTeam

$115MFunding

2014 + 2015Forbes most

promising companies list

50+MemberServices

Team

About Me

About Search

More than halfof all searches now occur on mobile devices

Location search on mobile is growing

more than 50% fasterthan mobile search as a whole

30% of all searchesare related to location

76% of “nearby” mobile searchesresult in a business visit

28% of “nearby” mobile searchesresult in a purchase

Location Services

The best apps on your phone use location services to help you Go Places.

Location Services

The hottest apps on your phone use location services to help you Go Places.

Brands needs to be connected to all theseapps and services in order for mobile consumers

to easily find, visit and transact with their locations.

The Rise of Near-Me Searches

The Rise of Near-Me Searches

Mobile search behavior is anchored in local

• Words like “near me,” “closest,” and “nearby” have increased rapidly over the past few years

• Google studies show that “near me” searches have increased 34X since 2011, and nearly doubled from 2014 to 2015

Source: Google, I-Want-to-Go Micro Moments: From Search to Store, 2015

The Rise of Near-Me Searches

Google Now Assumes You Want Local Information

• “Near me” searches have increased so much that Google will automatically displays local results for highly general searches, such as “cable” or “dentist”

The Rise of Near-Me Searches

Mobile Empowered Consumer Expectations• Mobile consumers expect this information wherever and whenever they’re searching.

Store Visits In-Store Purchases On-The-Go Searches

50% of smartphone users

who conduct a search for a business convert

that same day

18% of smartphone searches for a local business lead to a same-day purchase

50%of consumers who

aren’t sure where to eat don’t search until within

an hour of going

Consumer Journey Defined by “Micro Moments”

Micro-Moments: Location-Based Experience

Google defines these in-the-go searches as “micro-moments”

• Consumer journey is fractured into hundreds of real-time, intent-driven micro moments where customer interacts with a brand

• Each one is a critical opportunity for brands to shape our decisions and preferences

• These decisions and preferences drive experiences, which are shaped by location

• All the latest apps are focused on creating local experiences for consumers

GeoLocation In Mobile Apps

Micro-Moments: Location-Based Experience

Example: Snapchat’s GeoFilters

Snapchat

Micro-Moments: Location-Based Experience

Example: Starbucks Geo-Location Technology

Starbucks

Micro-Moments: Location-Based Experience

Example: Starbucks Geo-Location Technology

Starbucks Spotify

+

What does this mean for your business?

1. You Need to Be Everywhere

Just Google alone has many different platforms for local business information

Search Maps/NavigationGoogle +

Waze

Reach customers wherever they search via integration-based partnerships with Google, Facebook, Apple, and 100+ other third-party apps, maps, and directories.

How do you make each one of these endpoints the best they can be?

1. You Need to Be Everywhere

2. Need to Enhance Listings with Rich Content

When it comes to online business information, less isn’t more. Rich listings with images, descriptions, contact information, directions, and reviews are far more effective.

Basic listing: Name, Address Phone

Rich listing: Photos, Reviews, Description, Categories

2. Need to Enhance Listings with Rich Content

• Yext’s Comparative Listings Study showed that across the board, all 14 listing fields (beyond NAP) showed a positive impact on engagement

• Listing fields include:• Hours• URL• Menu• Logo• Photos• Videos• Calendar

Yext’s Comparative Listings Study, 2015

• Emails• Product List• Facebook URL• Twitter Handle• Descriptions• Payment Options• Foursquare Offer

Thank You