80% Of Local Searches On Mobile Lead To Purchase
Companies with multiple locations are applying local search to build their brands. However, a recent study done by Forrester Consulting reveals that a significant roadblock for marketers is that they do not feel there is a clear definition for local search. As a result of this, in practice their efforts are very limited when it comes to implementing these beneficial strategies.
The study titled “Uncovering the Benefits of Local Search Marketing,” that surveyed a select group of senior marketers of multi-location brands to assess their approach to local search marketing and their perception of also notes other limitations such as lack of experience with local search; a need for more robust education on local search; and inadequate access to local search tools.
“It was highly interesting to see this paradox where marketers know that local search can have a meaningful impact on their brand, and yet they are consistently not taking advantage of it in any meaningful way,” said Jon Schepke, CEO, SIM Partners. “By and large marketers have adopted a ‘wait-and-see’ approach to implementing local search, which means they are letting all the inherent benefits of the strategy pass them by.”
On a separate blog, Schepke mentions that in this end, very few firms realize that succeeding with local search means doing well with mobile marketing. That’s because its proven that mobile success is synonymous with local.
He mentions in his blog that nearly half of all mobile phone users in the United States use mobile devices exclusively to perform product research, including local searches. As has been widely reported, 80 percent of local searches on mobile phones convert to purchase.
Moreover, activity from industry leaders points to an increasingly strong convergence of local and mobile. Google has collaborated with Uber to integrate Google Maps into the popular personal transportation service. Now, users of iOS or Android can order an Uber ride when they view walking directions in Google Maps because of a link placed in Google Maps. Facebook launched App Links, which makes it much easier for providers of app content to link to mobile searches done on apps.
According to Schepke, those marketers who have implemented local search strategies reported are reaping big benefits by owning the market as well as increasing the and quality of leads, as well as lift over traditional search programs.
“To jumpstart local/mobile marketing efforts, brands should optimize location-specific content for desktop and mobile devices. But succeeding with local and mobile is not about creating random pop-up ads. Mobile/local success means being present where your customers are when they use mobile devices to search,” he explains.
To ensure that you capitalize on the synergies of mobile and local, make sure that your local strategy includes mobile and vice versa. The brands that are closest to their customers will ultimately win, and local is a great way to create closer connections across search, social, and mobile, Schepke sums up.
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