ppt

					The Usage and Value of Local Search Sources
comScore study findings / marketer application

Stuart McKelvey, CEO - TMP Directional Marketing




                                       Search with a Sharper Focus
Discussion Topics


• Sites used for Local Search shift as the consumer
  moves through the purchase process
   – Utilization of multiple sites

• Difference in search activity:
   – Product vs. Service
   – Category Familiarity

• Business selection factors:
   – Location / proximity
   – Brand awareness
• The criticality of tracking offline consumer
  behaviors
Study Objectives




Understand the use and value of on- and
offline local search sources such as IYP,
Print YP’s and online search.
Methodology


• comScore panel of 1 million online users
• 3,000 consumers completed the survey regarding
  online and offline Local Search
• Results released Q2 2007
Study Results
 General Survey
Study Results

Internet is the primary source when combined, while PYPs
are the leading stand-alone source for local business
information.




                   Source: comScore Networks conducted on behalf of TMP Directional Marketing – Study: The usage
                            and value of on- and offline local search sources, June 2007. Proprietary and Confidential.
 Study Results
 Understanding Consumer Behavior


                                   The Purchase Funnel


            Awareness
                                                         • Local Search happens near the
                                                           bottom of the funnel
         Research &                                             –     Consumers know the what…now
        Consideration                                                 they need to decide on the where.


                Intent /                                 • However, from intent through
                                                           purchase -consumers are still
                 Shop
                                                           deciding on where to buy


                                                         • Local Availability / Price
              Purchase

Source: comScore Networks conducted on behalf of TMP Directional Marketing – Study: The usage and value of on- and offline local
                                 search sources, June 2007. Proprietary and Confidential.
 Study Results
 Understanding Consumer Behavior


                                   The Purchase Funnel


            Awareness
                                                                             Local Product Search

         Research &
          Search
        Consideration
               Engines                                                         Information needs:
                Intent /                                                        Website, discounts, promotions,
                 Shop                                                           types of payment accepted

                                                                               Selection Factors:
                                                                                (1) Brand Familiarity
        Local Selection                                                         (2) Proximity
             Purchase
Source: comScore Networks conducted on behalf of TMP Directional Marketing – Study: The usage and value of on- and offline local
                                 search sources, June 2007. Proprietary and Confidential.
 Study Results
 Understanding Consumer Behavior


                                   The Purchase Funnel


            Awareness
                                                                              Local Service Search

         Research &
        Consideration
                                                                               Information needs:
                Intent /
                 Shop                                                           Address, maps, phone number


          IYPs & Local                                                         Selection Factors:

        Local Sites
                                                                                (1) Proximity
              Selection                                                         (2) Brand Familiarity
             Purchase
Source: comScore Networks conducted on behalf of TMP Directional Marketing – Study: The usage and value of on- and offline local
                                 search sources, June 2007. Proprietary and Confidential.
 Study Results
 General Search User


 Outside of local product based searches, findings indicate that
 General Search sites are used higher up in the purchase funnel


                                                         • General search users conduct more
                                                           than double the amount of searches
                                                           per session (12.8) than local & IYP
                                                           site users (5.1).

                                                         • Users were less likely to have an
              Search                                       actual business name in mind prior
              Engines                                      to search vs. IYP & Local site users.

                                                         • General search users were less
             IYPs &
                                                           likely to make a purchase post
            Local Sites                                    reference than IYP & Local site
                                                           users.
Source: comScore Networks conducted on behalf of TMP Directional Marketing – Study: The usage and value of on- and offline local
                                 search sources, June 2007. Proprietary and Confidential.
 Study Results
 Search Success & Satisfaction


 Based on findings, consumers were 40% more likely to have a
 successful localized search on an IYP or General Search site.




  General                                                                                           Successful
                                                                                                    Un-Successful

         IYP



      Local


               80%                                90%                                100%
Source: comScore Networks conducted on behalf of TMP Directional Marketing – Study: The usage and value of on- and offline local
                                 search sources, June 2007. Proprietary and Confidential.
       Study Results
       Search Success & Satisfaction


       What happens in the absence of a successful search?

                   Gave up searching for
                   Gave up search
                         info                                                                                                 27%

                           Pages
  Utilized Print Yellow Print YP's
                  Utilized                                                                                           24%

              Used different search
 Used different search terms
                      query                                                              14%

           Used a different site
                Changed search site                                              11%

       Asked a friend forainfo
                    Asked friend                                              10%

                  Choose another search
Choose another search result
                  result                                        5%                         Getting your basic
                                                                                         To get closer to 100%
                                                                                         business info correct
 Called Directory Assistance
                      Called DA                              4%                          you need to focus on
                                                                                         allows you to capture
                                                                                         50% listing audience
                                                                                         local of this attributes
                                    Other
                                      Other                     5%

                                              0%            5%            10%           15%           20%           25%           30%
      Source: comScore Networks conducted on behalf of TMP Directional Marketing – Study: The usage and value of on- and offline local
                                       search sources, June 2007. Proprietary and Confidential.
Study Results
 Category Details
                                     Study Results
                                     Category Details


                                     In general, IYP & Local site usage only account for 30% of local
                                     search activity. However, usage varies widely by category.

                                   100%
                                    90%                         General
Share of Local Business Searches




                                                                             32%
                                   80%                                                      41%                           44%
                                   70%                                                                     54%                           54%
                                               70%
                                   60%                                       14%
                                                                Local                                                                                   87%
                                   50%                                                      17%
                                                                                                                          18%
                                   40%                                                                      7%
                                                                                                                                         18%
                                   30%                                       54%
                                              12%                                           42%
                                   20%                          IYP                                        39%            38%
                                                                                                                                         28%
                                   10%         19%                                                                                                       4%
                                                                                                                                                         8%
                                    0%




                                                                                                                                           Pizza
                                             Business




                                                                                                                                                        & Finance
                                                                                            Moving &




                                                                                                                          Service
                                                                             Services
                                             Searches




                                                                                                             Insurance
                                             All Local




                                                                                             Storage




                                                                                                                                                         Banking
                                                                                                                           Auto
                                                                              Home




                                    Source: comScore Networks conducted on behalf of TMP Directional Marketing – Study: The usage and value of on- and offline local
                                                                     search sources, June 2007. Proprietary and Confidential.
                                       Study Results
                                       Category Details – Home Services



                                       Usage changes based on consumer awareness of a category

                                   100%
                                   90%                                        19%             25%
                                                              General                                         27%
Share of Local Business Searches




                                              32%
                                   80%                                         7%                                             40%
                                                                                                                                              50%            49%
                                   70%                                                        15%
                                                14%                                                           15%
                                   60%
                                                                                                                              13%
                                   50%
                                                              Local
                                   40%                                                                                                        14%            17%
                                                                              74%
                                   30%        54%                                             60%             58%
                                                                                                                              47%
                                   20%                                                                                                        36%            34%
                                   10%                        IYP
                                    0%
                                             Home                            HVAC            Maid          Plumbing         Home             Pest           Carpet
                                            Services                                       Services                        Security         Control        Cleaning

                                       Share of Home Services                   8%             16%            47%               8%             8%            13%
                                       searches:
                                      Source: comScore Networks conducted on behalf of TMP Directional Marketing – Study: The usage and value of on- and offline local
                                                                       search sources, June 2007. Proprietary and Confidential.
Search with a Sharper Focus
Survey Results

The most common activities resulting from the online search
were in-store visits and contacting the business via
telephone.
Survey Results

          Primary Source for Activity
                Search Local
         Post Purchase Activity Info



            Online



                            Offline
                Other Media


                               Even traditional media drives offline activity


              35%                                         In-store Visit a a result ads
                                                          Purchases asas result of of ads

              30%
                                30%                         30%
              25%                                           28%
              20%
                                                                              21%
              15%                                                             18%           17%
              10%

               5%
                                                                                            7%
               0%
                            Newspaper                         TV            Magazines       Radio

Source: NAA’s Newspaper Engagement Study, NAA July 2006
                Other Media

                                           Purchase Activity
                                         Post Searchfor Local
                                     Primary Source Activity Info




                                       Offline
                                    $363.5 Billion               Online
                                                               $112 Billion




Source: Q3 2007 comScore Networks
Value of Media
With so much activity happening offline ---
How do you ensure you are capturing the
      full value of your advertising?
  Tracking Offline Activity


Methods of tracking offline activity / conversions
1. Good
   –   Easy to implement, however not precise

2. Better
   –   For marketers who lack the budget / infrastructure for more
       advanced tracking solutions

3. Best
   –   For the sophisticated marketer
Tracking Offline Activity
GOOD: A Simple Approach




• Make assumptions based on change in
  sales volume

• In-store survey
Tracking Offline Activity
BETTER: An Intermediate Approach




• Test program

• Coupon / promotion code program
• Pay Per Call

• Unique content landing pages specific to
  traffic source (unique price etc.)

• Branch / dealer locator
Tracking Offline Activity
BEST: An Advanced Approach



                        Compare Online Activity to
                        Offline Purchases

                        • Email List Members

                        • Contact Requests


                        • Website Registrations
Tracking Offline Activity
BEST: An Advanced Approach



                        Bridging online research
                        with offline purchases

                        • Call Tracking
                           – Sales disposition

                        • Customer Call Back Survey


                        • In-store pick up option
    Case Study

A national home services company was looking to generate additional
lead volume at an efficient cost per lead (CPL) and cost per sale (CPS)
rate. A desirable CPL target was set at $20 as well as a target CPS of
$50.
               The Results (note: results are from Jan – Dec 2006):
                                  oTarget CPL = $20
                                  oTarget CPS = $50

     Results measuring online                         Results measuring both online and
        performance only:                                    offline performance:

                                                       Total Leads
    Online Leads                4,860                  (online + phone)        10,377
                                                       Total Sales
    Online Sales                1,781                  (online + phone)         5,093
       CPL:               $     32.97                         CPL:         $    15.44
       CPS:               $     89.97                         CPS:         $    31.46
In Summary




Both online and offline tracking is needed to
  realize the full value of each media, thus
 assisting in the proper alignment of media
             mix and investment.
               Thank You.


Stuart McKelvey, CEO - TMP Directional Marketing

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:6
posted:1/31/2012
language:
pages:30