‘Mobile Local Marketing’ is one of the key buzzwords of 2013. Here’s why it is important for your business.
More and more business are going local in their marketing approach and they’re using mobile to do so. Mobile Local Marketing is what businesses, especially small and medium-sized enterprises need, if they want to generate more leads and turn those leads into sales.
This shift in focus, towards a more localized and mobile-based marketing is happening for a very good reason. Consumers are now increasingly looking up products and services on their mobile devices and they are relying on local searches to help them find what they need.
What is Mobile Local Marketing?
Mobile Local Marketing refers to a marketing strategy that covers two basic parameters:
- It is implemented on and accessed through mobile platforms and uses a variety of methods such as QR codes, SMS, NFC, Mobile Banner Ads and Coupons.
- It is targeted at consumers who are looking for local purveyors of products and services, so in that sense, it has a limited reach.
However, while the reach of Mobile Local Marketing may be limited to a restricted population of consumers, it is a lot more effective than a more diffuse approach precisely because it is so highly localized. Think of it this way: a Dallas resident’s interest in a shoe store operating in that city is likely to be higher than her interest in a shoe store based in Austin. In effect, Mobile Local Marketing simply takes into account convenience and consumer behavior to maximize impact.
The Need for Mobile Local Marketing:
Research has shown that traffic from mobile devices to local sites grew to 27%, compared to the internet average of 15%. In fact, Yelp reported that 55% of all its searches were coming from mobile. Compare this to the zero percent growth of desktop internet traffic since 2011 and you begin to understand why it is important for businesses to focus on mobile local marketing.
Now look at a few other figures as produced in a new study:
Of consumers searching for local products and services:
- 45% use mobile as a primary search resource
- 49% use desktop as a primary resource
- 54% of all mobile users use additional resources to make a purchase decision
- 46% exclusively use mobile as their default or primary resource
Local relevancy is an important factor for many consumers:
- 1 out of 3 smartphone users and 1 out of 4 tablet users use their devices specifically to look up contact information and map and driving directions
- 60% of consumers expected businesses to be within walking or local driving distance
Purchase intent is higher with mobile users:
- 60% of smartphone users completed purchases started on their mobile devices
- 53% of tablet users completed purchases started on their mobile devices
- 53% of mobile users completed their purchases offline
- 74% of smartphone users completed their purchases offline
Mobile Local Marketing can combat show-rooming:
The statistics quoted above show that when Mobile Local Marketing is used correctly, it can be an effective weapon to combat show-rooming. Local businesses can attract customers with mobile search ads and banner ads and offer them coupons on their devices which can be redeemed in-store.