10 Tips and Trends For Winning Mobile Strategy Creation for Searching and Marketing Locally

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March 6, 2015

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An insight sharing with Wesley Young a great columnist from the latest Local Search Association (LSA) Analysis Local-Media-Tracking, giving tips on local media tactics for 2015.

LSA 2014 launched a study by Burke Inc. with the data collected by tracking of local media. Finding of the study is- average mobile phone using for internet searching has been increased- at the rate 42%, which was 34% in 2013.

This expansion of internet search with mobile phone urges to re-examine the mobile phone strategy. One should consider ten trends to get benefit in developing a winning mobile strategy for one’s business.


  1. Must Have Mobile Strategy

Shifting of common devices of internet searching for mobile especially for smart-phone that was available in computers only is closing gap very quickly. A study showed that the 80% of surveyed used laptop or computer for internet searching in 2012 which decreased to 73% and 66% in 2013 and 2014 respectively. On the other hand, 25% was used mobile phone for internet searching in 2012 and the rate was increased to 34% and 42% in 2013 and 2014 respectively.

If these remain, continued mobile phone will take the position of computer for internet searching very soon may be within two or three years.

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Takeaway: It is inevitable to take over mobile. It will be a wise job to start thinking about the strategy of mobile earlier and designing of your marketing collateral in that way. We know that it is coming- do not delay.


  1. How the Consumers React Toward Mobile Marketing

There are some reason of lag spending on mobile ad- including lack of effective ad options, ROI measuring difficulty, and another simple fact is -the consumers are not interested in marketing due to smaller screens.

However, the fact is changing now. Some e-marketers are expecting the mobile expenditure will be double within 3 years. These days mobile marketing is getting response from consumers. A survey conducted by Thrive Analytics showed that the rate of consumers who click on mobile ad is 55%. These respondents used mobile phone device, which represents the great responses to ads of consumers. 53% consumers ready to buy and clicked on purchase.

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Takeaway: Now mobile marketing is more acceptable to consumers. Consumers are responding positively to mobile ad that means it is time you try exploring the option to make your business visible on the mobile.


  1. Consumers Interested to Get Local Information on Mobile Phone Device

The places and time of local information searching by consumers have been changed in last twelve months. A report on local search 2015 showed that 25% more consumers compared to last year search local information when they stay away from their working place or home. Now consumers are searching their required local information while they are travelling by car or staying somewhere else other than home. Searching of information with mobile device at the time of gossiping with friends is another common scenario of our everyday life.

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Takeaway: Mobile marketing strategy like Geo-targeted ad is important to reach on-the-go customers because it will be helpful to develop local business. Among many ways to do that, Geo-targeting is a fruitful way.

As it was discussed in the last month there are many variances followed by different types of Geo-targeting like- Geo-awareness, Geo-fencing and Designed-Market-Area (DMA). Nevertheless, Geo-targeting tools demonstrate marketing performances.


  1. Phones are Used by Consumers in Stores

Thrive Analytics-2015, a report on local search showed that around sixty percent respondents used (every time or often) their mobile phone especially smart-phone during shopping in grocery or malls. This number is increasing and frequency of using also increasing. The growth rate is reaching such a level that the mortar stores, retailers and brick show rooms are becoming fear show room.

In a report, the Commerce Department of U.S. showed that among all of the retail shopping around 92% done in store. The rate is undoubtedly high.

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Takeaway: Consumers will use the phone and at the same time, technology should have to get advantages. In addition, it is clear that the consumers are interested in advertising on phones so offers and ads pushing will be very effective. Competition is another strategy since it makes the consumers’ phones out.


  1. Mobile Marketing: Consumers Reaction at Buying Decision

It is now clear that consumers use mobile phone device for searching information and they also use it during shopping store. The consumers are interested to ads on their device. In a survey, it has been found that 56% people showed interest to the ads and they purchase, meaning that they are looking for the products. That survey also showed that 50% people were interested in the ads, which has attractive discount. That means ads on mobile should adjust to the consumers need and interest to catch their attention.

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Takeaway: In case of mobile marketing brand, awareness is not important, rather pushing the customers to the end when they become ready to purchase the products is important. So do something that pulls the customers to purchase.


  1. Making Action Oriented Information to the Consumers

Secondary action is a type of action in which it clicked on some things like phone call placing, gathering additional information and creating reservation with their mobile phone (especially smart-phone). This rating of secondary action can be a measurement of engaging consumers in mobile marketing. Mobile display related to rates of secondary action is shown by an association, which is working in local search. This industry shows this more time (2.5 times) higher than the industry benchmark. The people called data demonstrator go to the consumers frequently for action taking relating to marketing response and interacting with advertisers. Secondary action also deals with direction pursuing and other things. It should be needed for making it easy for the consumer by the secondary action, which is the goal of you.

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Takeaway:  Make it easy when anybody finds it like menus or appointed by online. It can be front page or landing page in your website. Make it easy for the consumers for his finding information about various things by reserving information, which is immediately accessible. Meaning that you are making server friendly to the consumers.


  1. Using Mobile Devices By Younger Generations

Analytics report related to local search deals with how likely people can find information by using mobile devices for a local product or service. It also shows that young generation consumers are more time faster than older or senior one. Sometimes it can be 4 times or more than 4 times higher than senior one. This rating also decreasing with the seniority that means more senior, he is slower than the younger. Like this report shows that if young generation has rated 47% for doing this then the people who are senior their rating is 42%. Another study shows that older or senior boomers doing it by rating 13%, where young boomers do this by rating 18%. Therefore, for this reason mobile marketing is easy for the young consumer than the old consumer.

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Takeaway: For focusing young generation and X generations prioritize marketing is more efficient than conventional one when you feel constraints or lacking of information. It will help you in optimizing efforts related to marketing if you do according to that. You should limit your efforts relating to marketing mobile so that consumers or audience depends on you for your business. You should do some things so that consumers miss demographically for the income, which is most disposals, and understanding this as a generalization. In campaigns, related to the mobile marketing younger audience can be a good target. If you do this accurately, then targeted campaigns will be effective and everyone will perform better than before.


  1. Mobile Campaign Performance Depend on Availability of Data

The information should be made by targeting your audience or geographic area or location. For doing this, you should maximize a huge amount of decision for increasing performance relating marketing efforts.  For increasing performance of marketing campaigns, you should make the information significant difference. Your target should be various types of information like time and day of the week, consumer income level and behavior, types of service, occupation of the consumer and other things.

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Takeaway:  For developing mobile campaign, you should not use board types of data like national statistics. On the other hand, for proving well performance you should use specific types of data related to mobile devices. You should include your geographical area and your business type in your data. You can save money and more return from investment by using better targeting data.


  1. Mobile Websites are Preferable by Consumer than Mobile Apps

In the year of 2013 Nielsen taken a study and he found 59% consumers visit mobile website and others visit mobile apps.  Yodle found in his survey, nine people out of 10 have no website that is optimized for any mobile.  In another study found that, seven people out of 10 people prefer mobile website than mobile apps.

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Takeaway: Though it is always not necessary, everyone has to have a mobile website. Mobile website contains key information and it is essential for finding information in mobile website when any consumers visit mobile website.  It is easy to find information in mobile website than mobile apps. However, some bad website creates a bad experience to visitor but some good website can help the consumers significantly and encourage them to visit.


  1. Mobile Users Prefer Local Internet for Information Searching

A survey conducted by Google showed that round 56% smart-phone users browse local internet when they are in travelling or in store. In another report, MediaPost said that click rate increased up to 200% if in the ads city or location name are mentioned.

It has been also found that around 50% of the smart-phone users who make local search visit store while only 34% of tablet or computer users do so. Meaning that mobile and local search strongly related to each other.

Takeaway: effective information including is important for mobile marketing. Consumers are very much interested in a location you may use the location as key information which will improve the performance of the campaign.


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