investorday sm vf update(1).pdf · optimize their 360°marketing programs performance marketing...
TRANSCRIPT
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Marketing Update
Stephane MarceauChief Marketing Officer
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p.2
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The New Local Consumer
Smart
Mobile
Social
Multi-modal
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p.4
Hesitant
Overwhelmed
Looking for value
Simplicity
The New SEM Advertiser
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p.5
Traditional still strong
Targeted “pure plays”
Self-serve looking for channel
Sea of tiny specialists
National underserved
Competitive Landscape
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Three Strategies
GoalsStrategies
Leader in helping consumers find locally and make smart buys
Everydayconcierge
Leader in helping businesses optimize their 360° marketing programs
Performancemarketing
Platform & contentaugmentation
Leading local platform and aggregator of local leads
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p.7
Same Reputed Brand, Brand New Brand
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p.8
Canada’s Most Reputable Companies
4th most reputable brand in Canada4th most reputable brand in Canada
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1 out of 2 Canadians use the YPG directory
91% will contact a business
~$400M annualized online revenues
Over 240k online advertisers
>11M unique visitors
>1 M Downloads
20% penetration of Smart Phone users in 12 months
Leading Canadian Digital Brand
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p.10
Network of Properties
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p.11
New YP.ca
More engaging, social, visual and geo-pertinentMore engaging, social, visual and geo-pertinent
Facebook Connect/Like
Ratings and Reviews
Single Sign-On
Improved Relevance
Video channel
Restaurant Channel
Facebook Like integration
Search Engine Optimized
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#1 shopping community#1 shopping community
Engaging 3M shoppers
More than 25% of our visitors come 100x per month
More than 60% come 3x or more per month
RedFlagDeals
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0.4%
11.4%
30.0%
22.5%
20.2%
15.5%
-18
18-24
25-34
35-44
45-54
55+
11.9%
9.6%
2.0%
1.1%
75.5%
High school
College/University
Post graduate/Doctoral
Prefere not to answer
Other
64% is aged 18-44
Our audience is highly educated
RedFlagDeals – User Profile
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Location-aware, rich results, functional integrationLocation-aware, rich results, functional integration
New BlackBerry App
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Immediate, easier, richer, location-friendlyImmediate, easier, richer, location-friendly
The New iPhone App
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p.16
Building the Portfolio in 2010
2010 digital product extension
2010 digital product extension
Coupons Search Engine Optimization
YP.ca placement suite revamp
YP.ca video service revamp
Search Engine Marketing Websites
PrintMobile
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Improves organic ranking on Google, Yahoo, Bing
Prominence on Google, Yahoo, Bing
Search Engine Solutions
SEMSolutions
SEOSolutions
Now easy to get found on search engines Now easy to get found on search engines
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p.18
Get found and showcase your business Get found and showcase your business
Suite of Placement Products
V-Broadcaster
Enhanced ranking for advertisers
New products from hyperlocal to national
Unique multimedia offering, including photo gallery and video commercial
YP.ca Placement and Video
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p.19
SMEs1,080,968
Website
No Website38%
62%
Source: Industry Canada 2008CIBC, Whitecloud Marketing
YPWebsite
Solutions
YPWebsite
Solutions
SEM SEO
E-Commerce
Inventory management
Social
Deals / Coupons
Loyalty
Mobile
Marketing
Performance Media
Marketing
Image/Video
Websites
Pivotal element of tomorrow’s value propositionPivotal element of tomorrow’s value proposition
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p.20
New Advertiser Centre
getfound.yellowpages.cagetfound.yellowpages.ca
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The new promise to customers
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Developers& Partners
MediaConsultants Consumers
Platform
CanadianBusinesses
Inno
vatio
n & A
mpl
ificat
ion
Lead AggregationLead
Mon
etiza
tion
Content Aggregation
YPG as the Platform
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Name PublishedAddress Tel # Heading
Product & Inventory
Consumer
HistoryReservations & Scheduling
Transactions (Redemption, Payment)
Addresses & Geo-Codes Maps Business Profile Keywords
& Tags
URLs BrandsMedia AdCreative Franchises
Videos Photos Rating & Reviews Editorial
Vertical Specific
Coupons & Offers
Certifications& Affiliations
User-Generated Content
Conversion
Value-Added Presence
Basic Profile
Listing
Content Hierarchy
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QuickTime™ and aJPEG 2000 decompressor
are needed to see this picture.
Web and mobile innovation
Product innovation, go-to-market improvements
New national approach
Platformization of YPG
In second half of 2010, look for…