Your address will show here +12 34 56 78
Search Engine Marketing

Hyper Local SEM by YouCom Direct

There are several major media and technology companies showing an increased interest in the hyper local market so far. Here are some highlights;

  YouDirectories-Hyper-local-SEM-Image-Yahoo

bought
YouDirectories-Hyper-local-SEM-Image-Alike

and
YouDirectories-Hyper-local-SEM-Image-Stamped

Marissa Mayer, the recently arrived CEO at Yahoo, has already made several acquisitions in location marketing apps, two of which focusing on hyper local content. Stamped – an iPhone app to let people record and share information; and Alike – a mobile app that helps users discover nearby venues and places to visit based on their interests. As Yahoo! mounts a mobile offensive, Mayer uses her experience from heading up Google’s local division to build on personalisation and context-driven content. This will have an impact on the recent tie-in with the French IYP as Yahoo! Mobile expands.


YouDirectories-Hyper-local-SEM-Image-Facebook 
bought
YouDirectories-Hyper-local-SEM-Image-Gowalla
and
YouDirectories-Hyper-local-SEM-Image-Glancee

Facebook launched a local discovery feature called ‘Nearby’ in December 2012 and a powerful local graph search in January 2013. Much of their team developing the location marketing app ‘nearby’ came from Facebook’s acquisition of Gowalla (orange logo above) – a location based social networking site once viewed as Foursquare’s biggest competitor. Facebook also bought Glancee to strengthen its local discovery product. Glancee uses Facebook to find common friends and Wikipedia to match users based on interests relevant to one another.


  YouDirectories-Hyper-local-SEM-Image-Groupon

bought
  YouDirectories-Hyper-local-SEM-Image-Blink
and
YouDirectories-Hyper-local-SEM-Image-Sidetour

In Sept 2013, Groupon bought Blink, a last minute hotel booking app that competes with the likes of the heavily backed HotelTonight, and Hot Hotels. Its features focus on local area search mapping and room unlocking using the app itself for select chains. One week later, Groupon bought SideTour, a local marketplace where people can book places for small-scale, bespoke activities, and post their own events. Groupon says that SideTour will continue to operate as a separate entity “for some time” as its activity listings start to get distributed via Groupon’s email, web and mobile channels. SideTour has established an identity as a platform where people seek out special events that typically have no more than around a dozen other people in attendance. Activities include meals, wine tasting and cocktail-making tutorials in private homes, walking tours etc.



Follow the YouCom Direct news posts to see the next developments.

Our Twitter news
Our Tumblr news
Our Pinterest news
Our LinkedIn news


Glossary:

IYP – Internet Yellow Pages (yell.com etc)

SEM – Search Engine Marketing

Required Reference:

‘YouCom Direct News Article, Sept 2013, London, ‘Hyper local SEM, the dynamics of location marketing’’

0

Search Engine Marketing
Rights Reserved YouCom Direct  

When consumers are looking specifically for a local business or service, they will run a geo-specific search.   They will either turn to their PYP which is by nature already geographically localised, or search via the web, mobile sites and apps with parameters that contain a city name or zip code.  

The search engine results contain business information from IYP style sites like yell.com comprised of business name, address and contact number.

The IMMR Local Search Study on ‘how consumers use local search’ Oct 2012 states that 40% of people use local search once a day, while 66% use local search 3-4 times a week. Quite simply, with such logical consumer search patterns and search frequencies, if a business isn’t focusing on their local search listings they will miss out on sales.

There are two objectives for an advertiser. Firstly to ensure their business locations are advertised in all the places that might pop up in a consumers’ local search. Secondly to ensure all current online listings show correct business details because sending consumers to a wrong location can affect their lifetime value to that brand.

There are many publishers providing a local search service which vary by country and there are many sources these publishers use to populate their business listings data. Understanding where consumers are searching (which varies by consumer type, county, country), the type of results they find and how to manage the sources of these results is the key to local SEM success.

High usage sites like Yell.com will produce a CTR and call volumes to yield a low CPC, justifying paid for listings that rank higher in local searches (yell.com for example has 10m monthly visits). Often because of such advertiser investment, their services improve with mobile apps and other ways to connect to consumers.

Other sites have less usage and these are where the listings already present need to be managed to ensure their details are correct. Frequently the sites trying to establish themselves as an IYP alternative will offer pay by results programs where the CPC is guaranteed. Mastering local search in a local market is the key to effective SEM  

Glossary:

PYP (Print Yellow Pages);

IYP (Internet Yellow Pages);

CTR (click through rate);

CPC (cost per call).

SEM (Search Engine Marketing)


Data source:

YouCom Direct Jun 2013; IMMR Local Search Study Oct 2012


Follow the YouCom Direct news posts to see the next developments.

Our Twitter news
Our Tumblr news
Our Pinterest news
Our LinkedIn news


Required Reference:

‘YouCom Direct News Article, Jun 2013, London, ‘How online directories affect the bottom line.’

0

Search Engine Marketing
YouDirectories-Print-directories-in-a-multi-platform-world-IMAGE-2

Emil Morales, senior vice president at TNS and panel moderator, kicked off a local search discussion by showcasing the independent TNS study results indicating print Yellow Pages extends the reach of other local media. The data shows consumers use print Yellow Pages in conjunction with all other types of local media prior to and following the decision to buy. The discussion can be viewed here: http://goo.gl/8eKjeZ  


YouDirectories-Print-directories-in-a-multi-platform-world-HP

The director of national marketing at YP also discussed the strong volume of call counts and the high return on investment advertisers receive from print directories. He said ROI for print ads is 13:1 and that call volumes are up 8% year-over-year, generating 35% more calls for existing customers, according to CRM Associates’ latest study. The YP national marketing director also talked about the significance of knowing your ideal customer, stressing that for many traditional Yellow Pages categories with desirable demographics like baby boomers and seniors, print Yellow Pages is still driving leads.  

Eric Webb, president of Marquette Group, focused on the importance of “a print and” strategy, noting that advertisers should consider print with other media.  


a Multi-platform world by YouCom Direct

Dave Wolf, managing partner at Link media 360, said “the challenge facing print is the fragmented media environment with numerous competing products and platforms available for advertisers to reach consumers. Print Yellow Pages should no longer be the primary medium but a necessary addition to ‘ground’ online traffic that might not reach certain [older] consumer groups.”  

Data source:

2013 Local Search Association Conference, Las Vegas, NV, USA. Ref: Article from the Local Search Insider, April 18, 2013.

Required reference:

‘YouCom Direct News Article, Apr 2013, London, ‘Print directories in a multi-platform world.’

0

Search Engine Marketing
YouDirectories-Yahoo!-joins-forces-with-PagesJaunes-IMAGE-HP

When Yahoo! And PagesJaunes announced their partnership at the end of January 2013; it signalled a rise in performance for the French directory’s IYP listings. PagesJaunes is a major innovator in the French local search space online and this partnership means Yahoo! will have access to the millions of local business listings in the PagesJaunes database.  


YouDirectories-Yahoo!-joins-forces-with-PagesJaunes-IMAGE-2

Equally all business listings in the French directory site will benefit from the increased visibility of Yahoo! search parameters. As of February 2013, France’s PYP and IYP reach more than 90% of French consumers. Quite simply the local search scene varies significantly by country and France has fewer competitors to the local search space than the UK or US, in addition to SEM operating in different ways to its Anglo-American counterparts.


YouDirectories-Yahoo!-joins-forces-with-PagesJaunes-IMAGE-3

There are growing alternative IYP directories which can complement a program but this is still a strong partnership.

by YouCom Direct

Follow the YouCom Direct news posts to see the next developments.

 

Our Twitter news
Our Tumblr news
Our Pinterest news
Our LinkedIn news
 

 

Required reference:

‘YouCom Direct News Article, Feb 2013, London, ‘Yahoo! joins forces with PagesJaunes’

1

Search Engine Marketing
YouDirectories-Urban-Yellow-Pages-usage-remains-strong-IMAGE-HP  
New research from analyst firm Market Authority shows that print Yellow Pages usage not only remains strong in rural areas, but is also a key player in the local search experience in urban locations too.   Market Authority conducted more than 39,000 live interviews across the country with both urban and rural consumers. Their research found that perceptions of low print Yellow Pages usage among urbanites are “highly exaggerated.” The firm found that 67% of consumers in urban households report using the print directory at least occasionally when searching for local businesses.


Yellow Pages is now online as Yell.com
Results from rural markets were even stronger, with nearly 90% of consumers interviewed reporting they use print directories at least occasionally when searching for local businesses. Across both urban and rural markets, Market Authority found that print usage skews much higher with baby boomers and seniors.


YouDirectories-Urban-Yellow-Pages-usage-remains-strong-IMAGE-2  
The annual Local Media Tracking Survey, which was conducted by independent research firm Burke, released data in July 2012 showing that; print and Internet Yellow Pages are highly consulted sources of local business information. It details that 74% of consumers in urban areas say they searched a print or Internet Yellow Pages in the past year.  Market Authority research also shows reach among consumers living in rural areas is stronger with 83% using print or Internet Yellow Pages in the past year.  

“Our research suggests that print Yellow Pages should still be a key part of an SMB’s budget in urban areas and should still dominate the budget in a rural areas.” said Steve Sitton, president of Market Authority.
 
The research continues to demonstrate that a balanced, integrated and multi-platform approach to local advertising is essential to any local business market plan and SEM professional.  

Data source:

Market Authority Inc. Ref: Article from the Local Search Insider, December 05, 2012.

Required reference:

‘YouCom Direct News Article, Dec 2012, London, Urban YP usage remains strong’.

0

NO OLD POSTSPage 2 of 2NEXT POSTS