Looking Back – YP℠ Leads the Local Marketing Discussion at LSA 2016 in San Francisco
This week, YP’s sales and marketing teams headed to San Francisco in full force for the Local Search Association’s (LSA) Annual Conference. Among the many activations we organized atand around the conference – from a sleek lounge space to a branded virtual reality experience (including a free pair of YP-branded VR goggles!) to a VIP wine tasting customer event – we were fortunate to have a couple of our executives take the stage to talk about industry trends and technological developments impacting local businesses.
On Tuesday, YP’s VP of Marketing Products, Rich Maraschi, joined a panel entitled, Phones, Data, and DIY – The Next Phase of Local Sales, speaking to the crowd about how technology providers who serve the local market are in a better position – than many of their more mass market competitors – to help those businesses directly connect and engage with their target customers. He urged attendees to get into the local mindset, suggesting that tech providers use data to segment their customer bases via behaviors and preferences in order to market their products and services more effectively (and relevantly). As Rich so aptly put it, “Lower the barrier for people to engage with the product, then create value.”
On Wednesday, Jason Uechi, Director of Engineering at YP Mobile Labs, participated in a discussion entitled, The Attribution Revolution, conceding that, as an industry, “attribution is something we’ve wrestled with for a long time – and with digital, it’s even more complex.” However, with the adoption and proliferation of smartphones, attribution is much easier to pinpoint. “Your smartphone is an extension of your person,” Jason shared,“as part of the app and mobile ad ecosystem, it generates a ton of useful and insightful location data.”
This data allows marketers to learn a substantial amount about consumers – from the stores they visit to what they search for locally. Add to that YP’s patented location data technology –that essentially churns through billions of data points to create custom Store Visit Reports – and it’s possible for advertisers to determine who exactly is inside a store at any given point throughout the day. This kind of granular information allows local advertisers to more clearly see the correlation between advertising spend and lifts in store visits – and double down on the most effective tactics as a result. Jason revealed that this has enabled YP to help businesses see lifts as high as 12x for upscale dining establishments and 15x for auto repair shops.
If you weren’t able to meet the YP team at the LSA Annual Conference – but are interested in learning more about YP’s full suite of products and services that help national brands connect with local customers – visit YP Marketing Solutions today.
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