The digital landscape has change tremendously, as the Internet is the way the vast majority of consumers are now researching, reviewing and searching for local providers to satisfy their needs. Since the rise in Smartphone usage, the search function (which used to come from desktop computers) is now being conducted from anywhere and everywhere the busy consumer is at the moment of the buying decision. They’re also performing these search functions on their mobile devices. They’re watching videos and listening to music and other audio programming on their Smartphones. It has become an appendage. Nearly 100% of Smartphone users have them turned on and with them 24/7, or at least at arm’s reach. When they want something, they use their mobile device and perform a search.
Smartphones outnumber people on the planet; 8 Billion phones vs 7 Billion people. Consider the massive use of tablets, laptops and other viewing devices like eReaders, and mobile search has overtaken desktop search 18 months earlier than predicted. With all of this advancement, search engines like Google are regularly changing the search rules and driving more searches based on location. Local marketing is the latest push by the consumers AND the Internet gods.
Google + Local
Google, which controls about 94% of Internet search has made it very easy for consumers to find local businesses to locate and access. It’s all about supporting local businesses, and Google is here to help. Huge international corporations are spending millions and millions of dollars in marketing their products in local marketing methods, but haven’t figured it out just yet. Local business focuses on the local consumer.
Mobile is the fastest growing industry in the history of the world. Changing buyer behaviors, improvements in technology, Internet search revisions to accommodate local businesses, a rise in competition and cash strapped consumers are all outside of your control. It’s not your fault.
The Shift to Mobile is Now
If you haven’t made the shift to mobile,do it now. With the mobile industry exploding, those with their marketing focused on the
consumer and mobile together will not only survive but thrive. Every business needs a mobile website. The consumer’s demand for instant information mandates that need. Our entire lives are moving at a pace unheard of just a generation ago, and the pace isn’t slowing down anytime soon. The consumer not only expects instant gratification, if they do a local search and cannot find the information they desire instantly, they will never visit that particular listing again. We need to make things as convenient as possible for the consumer to get what they need instantly.
Mobile Marketing Strategy
Every business needs a mobile website, but some need them more than others. Any business person worth their salt knows that without a business strategy there will be chaos, and a mobile strategy should be part of that planning. A mobile strategy for some is more critical than for others. Business to business marketing (B2B) is significantly different than business to consumer marketing (B2C), and each market uses mobile differently. Here is what I mean.
B2C marketing has a more critical need to include a sophisticated mobile strategy to grow and retain their customer base. The transactions are usually smaller in dollar amount, are nearly always instant supply and demand, and are already depending on local business from the community in which they serve. B2B on the other hand is less critical, but they should still develop a mobile marketing strategy that is representative of their particular vertical and niche in which they operate.
The Decision-Making Process
Like all business decisions, owners and operators need to invest the time and attention to determine exactly what must be done, include it prior to it becoming critical, and how well-defined and implemented their mobile marketing strategy should be. As mentioned, some businesses might require an all-out blitz campaigns and some
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