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 &
Consideration
Intent /
Shop
–
Consumers know the what…now
they need to decide on the where.
• However, from intent through
purchase -consumers are still
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 &
Consideration
Search
Engines
Intent /
Shop
Information needs:
Website, discounts, promotions,
types of payment accepted
Selection Factors:
Local Selection
(1) Brand Familiarity
(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
IYPs & Local
Local Sites
Selection
Address, maps, phone number
Selection Factors:
(1) Proximity
(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).
Search
Engines
IYPs &
Local Sites
• Users were less likely to have an
actual business name in mind prior
to search vs. IYP & Local site users.
• General search users were less
likely to make a purchase post
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.
Successful
Un-Successful
General
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%
Utilized Print Yellow
Pages
Utilized Print YP's
24%
Used different search
Used different
search
terms
query
14%
Used aChanged
different
site
search
site
11%
Asked
friend
Asked a friend
forainfo
Choose another search
Choose another search
resultresult
Called DA
Called Directory Assistance
Other
Other
0%
10%
Getting your basic
To
get closer
100%
business
infotocorrect
you need
on
allows
youtotofocus
capture
local
listing
50% of
this attributes
audience
5%
4%
5%
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
100%
90%
54%
14%
87%
17%
7%
54%
12%
IYP
42%
39%
18%
18%
38%
19%
28%
Pizza
Local
4%
8%
Banking
& Finance
70%
44%
Auto
Service
10%
0%
54%
Insurance
30%
20%
41%
Moving &
Storage
60%
50%
40%
32%
Home
Services
80%
70%
General
All Local
Business
Searches
Share of Local Business Searches
In general, IYP & Local site usage only account for 30% of local
search activity. However, usage varies widely by category.
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
Share of Local Business Searches
100%
90%
80%
32%
General
19%
40%
15%
14%
50%
49%
14%
17%
36%
34%
Pest
Control
Carpet
Cleaning
8%
13%
15%
13%
50%
Local
40%
30%
27%
7%
70%
60%
25%
74%
60%
54%
58%
20%
10%
47%
IYP
0%
Home
Services
Share of Home Services
searches:
HVAC
8%
Maid
Services
Plumbing
16%
47%
Home
Security
8%
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
Post
Search
Primary
Source Activity
forActivity
Local Info
Purchase
Online
Offline
Other Media
Even traditional media drives offline activity
35%
30%
Purchases
asas
a result
of of
ads
In-store Visit
a result
ads
30%
25%
30%
28%
20%
21%
18%
15%
17%
10%
5%
7%
0%
Newspaper
Source: NAA’s Newspaper Engagement Study, NAA July 2006
TV
Magazines
Radio
Other Media
Post
SearchActivity
Activity
Primary
Source
for
Local Info
Purchase
Offline
$363.5 Billion
Source: Q3 2007 comScore Networks
Online
$112 Billion
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
performance only:
Results measuring both online and
offline performance:
Online Leads
4,860
Total Leads
(online + phone)
Online Sales
1,781
Total Sales
(online + phone)
10,377
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