The dependency on mobile phones in today’s society has shifted the way consumers gather information, shop, and communicate. With mobile device usage soaring, the technology is also becoming more innovate, allowing consumers to search the web with more ease than in the past. Mobile phones are altering everyday activities, and marketers must understand the implications and opportunities that might affect how they connect with their audiences. Here are a few prevalent mobile trends that definitely should be adopted in any local marketing campaign.
The Domination of Paid Local Search
Overall, local searches on Google are growing 50% faster than general mobile searches. If this trend and increased growth in local search continue, it is only wise for marketers to adapt. Paid search advertisements are a surefire way to be at the top of any local search, but this is not the only method to go about holding a top position on the search results page. Google is rolling out more variations of ad types, and for local businesses especially, none might be more important than the Local Inventory Ads. This variation of Google Shopping Ads offers information for when the product can be picked up in store. However, these ads do require a more tedious setup procedure compared to other ads. But despite the long process to implement the ads, they are incredibly important for brick-and-mortar stores hoping to gain a stronger presence on Google.
Data Acquisition From Social Media
Our most recent blog briefly discusses consumers intentions when they come in contact with your social channels. Knowing that consumers are unlikely ready to make an online purchase means that social media should be more than just a platform to encourage people to buy. If the exterior of your social media strategy is to drive sales, then the interior should be to extract as much consumer data as possible. According to Smart Insights, in 2016, for every 60 passing seconds, there were 3.3 million Facebook posts, over 422,000 tweets sent, and 3.1 million Google Searches. Marketers must understand that social media is no longer just a platform for content sharing and building a brand, but a huge opportunity for discovering the identities and habits of your audience.
Embrace Mobile Video
Speaking of content, it is time to think about video content as the premier form of content. The mobile environment has experienced an outbreak in video sharing due to the advancements in video’s applications, and there is no foreseeable roadblock for this trend. EMarketer predicts that digital video advertising rates will grow annually by double digits. Compared to the estimated 2.0-2.5% growth of TV advertising rates, these numbers are staggering. Companies that show up late to the game will have trouble catching on to competitors that have already adopted video advertising as a keystone to their strategy.