Local Analytics

Why Mobile Technology is Essential in Your Marketing Plan

cross-device strategy

The dependence on desktops and laptops is slowly being phased out by the overwhelming use of mobile. With 60% of Internet use now taking place over mobile, is there any question that mobile is the future for retailers, or any business for that matter?

Smartphone ownership has almost doubled in the last four years, with two-thirds of adults in the US now owning a smartphone, and ownership levels are especially high amongst young adults and Americans in higher income brackets.

Mobile is on the move in more ways than one

The impact of mobile on local search is huge. Google now uses mobile-friendliness as part of their ranking algorithm – meaning you need to have a strong mobile strategy and a fully optimized mobile site to rank in search results. Mobile search has also changed how consumers interact with brands, and your mobile strategy must be seamlessly integrated with your local search strategy. Smartphones have created “a new front door to your store,” as major retailers are finding that consumers who begin their shopping journey online, through local search and local mobile search ads, are making their way in-store.

Mobile is the future of the internet

Consumers are also craving more local search information than ever before. Google reports that searches with the phrase “near me” have increased 34X since 2011. Those searches are also becoming shoppers faster as 50% of users who conduct a local search on their smartphone visit a store within 24 hours. A whopping 18% of those searches lead to an in-store purchase. That’s a very powerful metric. Can you really afford not to be capturing these opportunities?


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