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IAC/InterActiveCorp Message Board

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  • flankenking flankenking Dec 16, 2012 3:00 AM Flag

    Targeting is the MAGIC WORD of Mobile Search

    •The ‘Soccer Mom’ demo
    »Aged between 25-45 with one or more child at home
    »Controls significant portion of the household spend
    »Typically spends 80% of that money within 20 miles of home

    •89% of in-store purchasers in key categories have conducted online research**

    •82% of people visiting local search sites follow-up with offline action (store visit/call)**

    •Soccer mom + local + commercial = ad sponsors
    »~70% of revenue is CPC; 20% subscriptions; 10% display

    •57% of Local.Corp's flagship-site and 80% of Spreebird traffic is this demo

    This targeting is very important, why Local Corp can better monetize bought traffic from Google and Yahoo
    than this both more universal companies with a general approach. The relaunched Local Corp's flagship-site provides a lifestyle enhancing local search environment including the vertical categories of Businesses, Coupons, Events and Activities, each of which contain rich content that is of great interest to
    Local Corp's target audience -- busy "household managers/soccer moms." This target is broadly defined as women between the ages of 25-45 with one or more children at home. The site incorporates many new features and improved functionality, including the ability for users to engage in their communities by sharing information, and reviewing and becoming fans of businesses.

 
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