Online directory Neustar Localeze recently published a study demonstrating the scale of consumer migration to mobile. The results show that 79% of smartphone owners and 81% of tablet owners use their devices to search for information about local businesses. Of those searches, around 80% resulted in a transaction between merchant and consumer, and 75% ended with the customer physically going to the brick and mortar store.
However, only 50% of searchers were satisfied with what was available on mobile, indicating a need for businesses to better optimize their sites for mobile. This disconnect between user demand and experience offers exciting opportunities for canny mobile marketing strategists to secure greater ROIs by offering a truly mobile friendly platform through which to conduct business.
According to Brian Wool, VP of content distribution at Neustar, consumers “want to see more information around products and services,” though he conceded that local search engines were beginning to use more specific data to improve search relevancy.
The key difference between desktop and mobile search is exactly what you’d think: screen size. Tablets and smartphones can only display so much information before the need for scrolling, so it’s crucially important that businesses prioritize the most sought-after content.
The localized content Wool alluded to is starting to make inroads into mobile marketing tactics, but it’s mostly the preserve of large corporations with the spending power to play around with new ideas. But it’s precisely these localized searches that small, regional businesses should be focusing on. It’s their best chance of competing with the big chain retailers who have the edge in terms of pricing and traditional marketing clout.
If small businesses can develop user-friendly, highly visible mobile sites, they will carve out niche markets that are just a local search away. Lots of quality content remains the best hope for improving online visibility. As Wool says, “the more you can share with the ecosystem, the better your listing is going to perform.”
The take home message for SMBs, then, is this: the majority of local searches do end in a conversion, so devising and investing in a mobile marketing campaign is a safe bet when it comes to growing that bottom line.