Chris Pinkerton, Director at Mediative, hit us with some facts about consumers’ digital behaviour:
- 1 in 5 desktop searches are related to location
- 50% of mobiles searches have local intent
- 42% in-store sales are influenced by local online search
- 97% of all consumers search for local businesses online
- 85% of purchases are made within 24 km of consumers’ homes
Notice a theme?
People’s digital behaviour is largely influenced by location – 50% of people doing a mobile search will visit a physical store within 24 hours. Mobile devices are based on movement and their popularity is changing both the immediacy of how purchasing decisions are being made and the role of location in making these decisions.
According to Forrester Research:
“Mobile has the potential to transform every aspect of your business, from sales and marketing to your workforce and internal processes. 2015 is the year that companies will lay the foundation for this evolution.”
Pinkerton gives some specific tips on how companies can digitally support a brick & mortar location:
- Ensure accuracy of NAP (Name Address Phone)
- Expand & build social local locations
- Tie optimized core pages to social pages
- Managed local engagement
- Content development strategies at local level
Pinkerton looked at car companies to illustrate how customers can be motivated to digitally engage with a business and then promote that business within their social networks.
Avis noticed that they were getting Facebook and Foursquare check-ins as well as photo tags on Facebook and Instagram – people were creating meaning from store location.
A consumer’s primary intention may not have been to feature Avis as landmark, but if they are on vacation in Hawaii then renting a car from a specific location is part of the story their trip. When that traveller uses Facebook or Foursquare to tell their story of renting a car, the Avis brand is now being endorsed throughout their social network.
According to Pinkerton, 72% will use a merchant if recommended by a social connection.
Mobile is keeping everyone on the move. People want information quickly and they want to find products and services that are convenient and recommended by a source they can trust – draw attention to your location and make your business relevant to their journey.