May 09, 2022
In Coming Soon!
At the Local Search Association's annual conference a few weeks ago, experts in search Phone Number List and marketing in the local space provided insight into trends and challenges facing the advertising, marketing and research is facing today. Here are 10 of the best takeaways shared at LSA17. 1. Location Drives Almost All Consumer Engagement, Even for National Brands According to Moment feed's Rob Blatt, 85-95% of consumer engagement for brands is through location-based assets such Phone Number List as local listings and local pages. This would explain why 50% of brands use location data to target customers. A strong shift in marketing budgets towards location-based marketing naturally follows this trend. Data from the Location Based Marketing Association (LBMA) revealed that 25% of major brands' marketing budgets are spent on location-based marketing, and that number is expected to grow. US companies increased their use of location-based marketing by 5% between 2016 and 2017, while those Phone Number List in Canada increased their use by 6% and those in the UK by 7%. In dollar terms, Neg Norton, president of LSA, said that in 2016, $12.4 billion was spent on location-targeted ad spend, rising to $32.4 billion by 2021, or 45% of all mobile ad revenue. Because local is often synonymous with localization in the Phone Number List market, these numbers underscore that local marketing and local presence are just as important as national campaigns. Last month, I observed factors that influence appearance in search results on Google Maps, and notably, National brand reputation was not a ranking factor. As consumers increasingly seek information locally, all businesses - whether traditional SMBs, franchises or local stores Phone Number List owned by national brands - need to recognize how central location needs to be. heart of their marketing strategy. 2. Location is more than targeting a place Gone are the days when location was only used to target based on proximity. Location data has become much more abundant and rich in information about consumer preferences and profiles. ad's Shashi Seth explained how the growing volume of location data Phone Number List can be used to build consumer profiles for better and more productive targeting. Four out of five mobile phone users own smartphones.