tim miller- yext
TRANSCRIPT
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Why Location-Based Experience is the New Frontier of Mobile Search
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Yext by the Numbers
Yext is the world’s #1 Location Management Platform
650k+ Locations Managed
425+ Enterprise
Clients
500+Employee
s
6Offices
Worldwide
100+ Global
Publisher Partners
115+Member
Technology
Team
$115MFunding
2014 + 2015Forbes most promising
companies list60+
MemberServices
Team
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What We See
Sources: Think With Google, 2015; comScore, 2014; U.S. Census Bureau, 2015
Smartphones have fundamentally changed how consumers interact with the world.
4 in 5local mobile
searches resultin a purchase
34xIncrease in“Near Me”
searches since 2011
93%of sales still
occurin person
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Location Services
The best apps on your phone use location services to help you Go Places.
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Brands needs to be connected to all theseapps and services in order for mobile consumers
to easily find, visit and transact with their locations.
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The Rise of Near-Me Searches
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The Rise of Near-Me Searches
Mobile search behavior is anchored in local
Queries with “near me,” “closest,” and “nearby” have increased rapidly over the past few years, nearly doubling from 2014 to 2015
Source: Google, I-Want-to-Go Micro Moments: From Search to Store, 2015
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The Rise of Near-Me Searches
Google Now Assumes You Want Local Information
“Near me” searches have increased so much that Google automatically displays local results for highly general searches, such as “cable” or “dentist”
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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 Searches50%
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
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Micro-Moments: Location-Based ExperienceGoogle 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
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Micro-Moments: Location-Based Experience
Example: Snapchat’s GeoFilters
Snapchat
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Micro-Moments: Location-Based Experience
Example: Starbucks Geo-Location Technology
Starbucks
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Micro-Moments: Location-Based Experience
Example: Starbucks Geo-Location Technology
Starbucks Spotify
+
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Translation?
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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
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2. Need to Enhance Listings with Rich Content
When it comes to online business information, less isn’t more. Rich listings with images, descriptions, reviews, contact information and directions drive engagement.
Patented Clickable Featured Message
Local URL
Merchant Verified
Menu
Rich Description
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2. Need to Enhance Listings with Rich Content
• Yext’s Comparative Listings Study showed that across the board, additional 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
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Yext: #1 Global Location Data Management Platform
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#1 Location Management Platform & Ecosystem
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Pages
Drive foot traffic from your online properties to your physical locations with optimized local pages, locators, and mobile screens in your own website and app.
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Xone
Engage customers via their smartphones during in-person visits, and after they have left.
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Thank You
@yext@timamiller