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Mobile and The Power of Local

The internet — an amazing space that has managed to obscure all boundaries of time and space for communication and access to information. However, when it comes to search relevance and follow-up action, the local web represents the single largest opportunity for national brands. According to Balihoo, the local web is a growing ecosystem of online media channels collectively driving local awareness and sales.

Here are some local facts done on a screen near you.

Local Websites

  • 82% of local internet searches follow up offline via an in-store visit, phone call or purchase.
  • 73% of online search activity is related to local content.
  • Gartner predicts  mobile phones will overtake PCs as the most common web access device worldwide by 2013.
  • 7 out of 10 consumers are more likely to use a local business if it has information available on a social media site.
  • 59% of local-business searchers agree that ratings and reviews are important while searching for a business.
  • Use of group deals like Living Social and Groupon went up by 33% by SMBs between June and November 2011.
  • In June 2011, Foursquare reported hitting 10 million users.

Benefits of Localized Marketing

  • 67% greater customer relevance, response and return.
  • 39% better conversation and connectivity among customers.
  • 29% improved loyalty and advocacy.
  • 27% brand differentiation, distinction and preference.

Based on the date above, it is no surprise that the increase in mobile usage plus local search data is creating a very conducive environment for brands. With consumers actively searching and brands starting to jump on mobile marketing, the best is yet to come for conversion and monetization via mobile — so do stay tuned.

 Source: Balihoo

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