The consumer’s path to purchase is changing. Technology, consumer preferences and, often, managerial decisions at major search companies can reshape industry strategy. BIA/Kelsey’s new report “Consumer Micro-Moments and Businesses: Trends and Best Practices,” explores Google’s commissioned report from Ipsos, a global market research firm, and the journal Harvard Business Review, called “Consumers in the Micro- Moment.” It explained the intimate relationship between consumers and their mobile phones. In a series of reports about the use of micro- moments in marketing strategy, Google outlined a compelling search-based strategy for responding to a consumer’s interest immediately through thoughtful experience design. In the months since the report appeared, Google demonstrated that micro-moment thinking is more than good advice, it was a statement of a new ranking policy in local search and Google Adwords generally that promotes mobile-friendly sites over other results.
We explore how many businesses are failing to keep up with competitors’ local presence and consequently losing opportunities to be in front of consumers making buying decisions. There’s a lot more involved in winning a sale than simply having a web presence now that mobile phones own the online landscape. We also offer ten best in class strategies for a solid foundation that agencies, publishers and small businesses can use to ensure they are present in consumer’s moments of need. Ensuring consistent name, address and phone number (NAP) data, with business hours and physical locations listed is only part of the equation. Taking control of local digital presence is just the first step. A plan for continued monitoring and measurement is critical to the success of any local presence management strategy.
The research is sponsored by Advice Local, a leading provider of local presence management technologies and services to small-to-medium-sized businesses, channel partners, agencies and national brands. To date, they have helped more than 300,000 business locations reach mobile consumers, across a network of more than 200 directories, search engines, online profiles, applications, mapping solutions and social media partners; these include Google, Apple, Bing, Facebook, Foursquare, Yahoo and Yelp.
Why You Should Read “Consumer Micro-Moments and Businesses: Trends and Best Practices”
Download and read the report to learn:
- How to navigate the complexities of the modern marketing funnel, creating deeper engagement with customers based on insights into their preferences;
- How consumer path to purchase has changed and how Google is changing their mobile, local and search results strategies as result. What that means for businesses and what they need to do to be in front of consumers in these micro moments.
- Ten best in class presence strategies businesses can use to be present in the micro moments.
- How Advice Local helped moving companies with one minor change to their mobile websites capture more consumers in need of moving quotes
The report is free, compliments of Advice Local. Download it here!