Your web site is not the center of your marketing.
For years, we’ve heard marketing and business experts proclaim the center of our online success lives at our web site. After all, that was the destination driving our search marketing efforts, email campaigns, advertisements, brochures, direct mail letters and other promotions.
That was so 5 years ago.
Consumers are still beginning their search for local products and services on search engines, like Google. And, now they are looking on their social networks and finding info on their smart phones. Twitter, Facebook, Groupon, Living Social, Google, Yahoo, Foursquare, Gowalla, DexOnline, Examiner.com, Yelp, Open Table….I could go on. With this web of complexity, where is a business to focus their online efforts?
Here are three market trends you must keep in mind as you sort through the complex options in marketing:
Truth #1- Google still dominates local search and discovery.
Despite thousands of web sites, directories and vertical sites, Google still is the main source and originating point for online and mobile searches by consumers. According to a Kelsey Group study, 90 percent of consumers use search engines to research products and services in their local area. In addition, Google Place Pages are a growing influencer and comprehensive source for various smaller web sites. Their prominent placement on the search results page offer the only real chance for local businesses to rank on the first page. And, consider some research by our friends over at Two Octobers on how reviews flow around the web. Google is clearly in the position to dominate local.
Truth #2- Facebook is just as important as Google.
Social networks are the place to be these days. Even if you aren’t a believer yet, there is no denying…social networks dominate share of time for consumers. According to Hitwise, Facebook overtook Google for the #1 site based on visits by users in 2010. In 2008, it was 9th. Unbelievable growth. On top of that, the average US Internet user spends more time on Facebook than Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon COMBINED. If you aren’t marketing on Facebook yet, you’re already behind the competition.
Truth #3- Mobile is a rapidly growing channel.
For a couple years, experts have labeled it the “year of mobile”. Yet, marketers and businesses around the world struggled with exactly what that means for their marketing plan and how its used with their target audience. 74 percent of all people in America have a mobile phone. Nearly, 66 percent send SMS text messages and 31% access the web on their mobile. With this kind of reach and interaction on mobile devices, the opportunity is clear. Figure out how to leverage the mobile channel–or miss the opportunity for reaching local, ready-to-buy consumers.
Like many marketers, I’ve been blown away by the constant and sometimes overwhelming marketing channels and options over the past few years. Rapid changes, time constraints, budget pressures, economic uncertainty and new technology simply add to the mix.
My final truth for you?
It is impossible to know everything and be everywhere. (But, don’t tell my husband. I’m certain he thinks I can.) All you can do is start testing. Test new channels, new technology and new strategies. For the most immediate and powerful impact, focus your efforts on the most dominant and promising areas—Google, Facebook and mobile.
Learn how Local Matters’ technology can help you develop a strong online, mobile and social presence and drive more sales. Contact us to learn about our interactive marketing platform, Digital Seen.
Attending the 2011 IFA conference? Visit us at booth 651 for a demo, and a chance to win great Apple prizes!
Sources:
-Facebook ranked #1 in visits by users, overtaking Google in 2010. In 2008, it was 9th. Source: Experian Hitwise, December 2010
-The average US Internet user spends more time on Facebook than Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined (7 hours a month) Source: Nielsen, February 2010
-74% of all living people in America have a mobile phone. Source: Nielsen State of the Media- US Audiences and Devices, Jan 2011
-66% of mobile phone owners send SMS text messages. Source: Nielsen State of the Media- US Audiences and Devices, Jan 2011
-31% of all mobile phone users are using the web on their device. Source: Nielsen State of the Media- US Audiences and Devices, Jan 2011
-90% of consumers use search engines to research products or services in their local area. Source: BIA/Kelsey and ConStat, February 2010
