Glocal Trends: Mobile's Impact on Local Digital Marketing

With 2013 coming to a close, it's time to look forward to what will (continue) to rock the digital marketing landscape going into 2014. We've said it time and time again -- but the Mobile Revolution is permeating nearly avenue of digital marketing; perhaps no greater area has felt impact than local mobile marketing.

According to Local Corporation, an online media company, one out of every two shoppers use smartphones when researching a local purchase and 76% of users polled use their smartphones to research local stores or services prior to purchase. But Smartphones aren’t the only mobile device potential customers use. Tablets are becoming increasingly popular as price points for them continue to drop. It's no wonder that tablets achieved a better conversion rate than traditional desktops for the first time in 2013.

If you have a brick and mortar business it is critical that you optimize your website for mobile visitors to give your mobile users the most critical information they are looking for in making their decision to use your company or not. This includes your contact information, or N.A.P., being clearly -- and accurately -- displayed, web pages that do not require side-scrolling and concise product or service information.

The amount of emails that are opened on smart phones and tablets have risen 80% over the last six months because people are on the go or checking their emails while sitting on the couch.  The next time your company runs an email marketing campaign - which can average a return rate of $44.25 for every dollar spent according to the linked article above - you must make mobile accessibility for both your website and the newsletters a priority.

This will pay dividends now, and in the future. Existing customers that visit your website and have a positive mobile experience are much more likely to return to your website for future research into purchase information. If your customers are researching your products or services on their mobile device, there is a good chance that they are already on the move and motivated to buy which means more conversions.

So here’s the big question, do you have a mobile friendly website for your local business? Are your outbound emails friendly for both smartphones and tablets?  If you want to attract and retain more business, the answers to both of those questions should be yes.


For the latest news and tips on Digital Marketing strategies, make sure to follow Bridgeline Digital on Twitter.


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