According to industry estimates, over half the internet searches made from a mobile device are requesting local information. Local searches are often made late in the purchasing process – a unique revenue driving opportunity for brick and mortar stores. When you consider that over 350 billion searches were made on the internet last year, and a growing percentage of them were on mobile devices, you have a lot of customers looking for you!
Local store search from a mobile device is poised to surpass desktop search by the end of 2014. Internet-influenced offline spending is currently estimated at $2 trillion a year. With 78% of successful local searches from a mobile device resulting in a sale and 75% of those occurring in a brick and mortar store, it is time for local retailers to employ the wide reach of the internet to itâ€™s fullest potential.
The 2014 Local Search Study commissioned by Neustar and 15miles proves that marketers should be tailoring their strategies to target mobile internet searches. Key recommendations offer a foundation for all local business, no matter their size or marketing budget:
- make sure your business co-ordinates (address, phone, etc) are accurate and up-to-date
- start with the basics (address, phone, hours of operations), then enhance with products, coupons, sales notifications, etc.
- build a well-designed mobile site