With more than 50% of search traffic originating on mobile, location marketing is more important than ever. When people search for products or services, Google and other search engines are most likely to display the nearest businesses close to them. It is believed that location marketing is going to become even bigger and play a crucial role in digital marketing.
Here are the 4 Trends you will see in location marketing this year.
- Google to Focus More on Local Search
Google is increasingly focusing more on local search. It has just recently made the following changes which further consolidate this point:
- Local search added to Search Quality Ratings Guidelines
- They released Google My Business API
- Announced that local knowledge graph results are going to be editable
All this means that local search is going to remain one of the main focuses at Google.
- Location Data & Local Marketing
If you maintain accuracy and consistency in your location data, it is going to help your target audience to find you more easily. But you can further amplify your location data on the digital platform by using data aggregators and publishers like:
You should make your data more easily acesisble by developing relationships with the leading aggregators and publishers.
- Balanced Approach to Beacons
Beacons received big attention in location marketing in the last year. Beacon adoption will have a measured approach, as companies will consider other options for generating their in-store traffic/sales. These other systems can include GPS and new technologies like IPS. Beacons will be used for delivering targeted content to their audience.
- Growing Popularity of Mobile Wallets
More businesses will be using mobile wallet offers for developing new customers locally. Mobile wallets have already seen widespread acceptance among consumers. Mobile wallet offers have already been found to help boost foot traffic and sales. Almost 80% of ‘near me’ searches are now taking place on mobile devices. So you should also be focusing on innovative ways for creating contextual content that could turn your product/service searchers into shoppers.
Mobile wallets are expected to evolve further. They will gain from different types of applications – from loyalty programs to coupons in the near future.
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