The New Customer Journey: Think Local, Act Mobile

Date: Oct 15, 2015 1:00 EST (10:00PST)

Karen Burka, Senior Research Consultant, Third Door Media
Jessica Richards, SVP, General Manager,Socialyse North America, Havas
Luke Edson, SVP, YP Marketing Solutions, YP


For national brands targeting consumers at the local level, the opportunities – and challenges – are huge. Consumers no longer move down a straight ‘buying path’; rather, they zig-zag across channels, between devices and locations.

The good news is that mobile technology allows marketers to capture consumer attention at various points along the customer journey, whether it’s at the initial search on a tablet while watching TV, or on a smartphone that’s being used in-store to compare prices.

National advertisers can now combine location, search, and behavior targeting to deliver more relevant mobile ads and offers to consumers on-the-go.

This webinar will examine recent research about just how much today’s consumer journey has changed, and what tactics national advertisers can take to capture consumers at local level.

You’ll learn:

  • The latest trends in mobile and consumer buying patterns
  • How to use location-based advertising most effectively
  • How to combine location, search, and behavioral targeting

Karen Burka, Senior Research Consultant for Third Door Media, is author of the recent Market Intelligence Report, “Enterprise Local Marketing Automation Tools: A Marketers Guide.” Prior to becoming an independent consultant, Karen held management positions at The Peppers and Rogers Group, Penton Media, Digital Asset Management, and Gruppo, Levey & Capell, a leading investment bank for the marketing and technology industries. She has more than 20 years’ experience as an industry analyst in digital marketing and marketing technology.

Jessica Richards has 10+ years of experience as a digital marketing professional, and is responsible for overseeing all aspects of Havas Media’s North America social media practice, Socialyse. She manages a team of specialists responsible for social strategy, influencers, paid media, optimization and analytics.
Entrepreneurial spirit, focused on driving innovation within media; using extensive analytics within digital and social channels to inform well rounded marketing efforts.

Luke Edson is SVP, YP Marketing Solutions, driving the development and sales of innovative solutions across YP’s multiple media platforms including search, mobile, and display. YP is among the Top 25 leading media companies in the U.S., according to Advertising Age.
Based in YP’s NYC office, Edson joined YP in April 2013, bringing deep experience in the digital media industry and a track record of delivering customer, revenue, and profit results.

Sponsored by YP

YP is a leading local marketing solutions provider in the U.S. dedicated to helping local businesses and communities grow. YP’s flagship consumer brands include the popular YP℠ app and, which are used by more than 70 million visitors each month in the U.S. (Internal Data, May 2015). YP solutions include online presence, local search, display advertising and direct marketing. YP solutions and services are backed by thousands of media consultants and customer service professionals in local markets across the U.S. with relationships spanning nearly half a million advertisers. For more information, visit

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