By using beacon technology, a national advertiser is able to pinpoint a consumer’s precise location in a store, serving up a highly relevant ad in response to a mobile search. For digital marketers, this is the ultimate game changer. This whitepaper explores the latest insights and tactics enterprise brands are using to convert online searches to offline
With mobile devices influencing just under $1 trillion worth of in-store sales, businesses that lag behind on mobile marketing do so at their peril. Those that embrace it, providing quality content and a seamless user experience, will position themselves ahead of the curve, adding value to their brand and a greater return to their investment.
Online holiday shopping has become a retail phenomenon, with 2014 Cyber Monday sales projected to reach $2.6 billion, according to the Adobe Digital Index. With more and more consumers utilizing their mobile devices to search online for the best deals and sales offers, many marketers are optimizing their local search strategies by implementing best practices in organic search.
Locally targeted ad spending by U.S. national brands is projected to grow from $54.4 billion in 2014 to $68.9 billion in 2018, according to BIA/Kelsey’s U.S. Local Media Forecast. More than two-thirds of the brands surveyed by BIA/Kelsey say they already invest in local marketing initiatives. Consumer demand for online local information is driving much of this growth. Four in five consumers now use search engines to find local information, according to Understanding Consumer Local Search Behavior, a research report published by Google/Ipsos MediaCT/Purchased in May 2014. The vast majority of those consumers – 88 percent – search on their smartphones.
Best Practices for Optimizing Local SEO and the User Experience across Multiple Screens : DMD Whitepaper
Mobile devices now represent one-quarter of global Internet use; mobile search accounts for one-third of all search. Perhaps even more important for search marketers, nearly 80 percent of local searches on mobile devices turn into purchases, and almost 90 percent of those purchases are made in a physical store, according to comScore research sponsored by
According to the U.S. Census Bureau, sales in 2012 from eCommerce were $186 billion, and sales at physical stores in the U.S. totaled $4.3 trillion.* As a growing number of local networks and directories appear in the local search ecosystem, multilocation businesses and big brands are challenged to accurately optimize and distribute their business listing information. It is vital to local businesses and national brands alike to have placement not just in the search engines, but to understand how each data aggregator can enhance distribution efforts and to embrace social marketing opportunities. To assist with automating these challenges, there are a number of best practices, analytics and automation tools available to marketers that will be described in this report.
Whether you call it content marketing, inbound marketing or convergence marketing, the new era of digital marketing has arrived. It is driven by carefully planned, well crafted and expertly promoted content. Where does that leave the SEO experts of the past? Where does that leave the technical experts who have survived and thrived amid the constant search engine shifts, updates and technology enhancements? When positioned correctly, SEO strategists and practitioners are increasingly having a larger voice in telling the marketing story. By using big data—keyword research, transactional data and social data—to inform not just search engine optimization, but content strategy and creation, the SEO team offers a unique combination of customer understanding and technical expertise to lead content-driven success.