Why Brands Need to Win the Battle of Local Consumers
Marketing has always been about connecting brands to consumers. With the growth of digital, channel mix (search, social, display) is growing and the brand began to speak of "omni-channel" and provide "cross-channel experience".
However, some brands neglected to enter their Digital Marketing Agencies in Nottingham stores as part of an omni-channel experience and some have paid the highest price. You only have to look at the high street today, filled with brands that have gone or teetering on the brink. What is the common theme? They have not been able to offer their customers a seamless online-to-offline (local) experience.
Local is not new; it has always been a part of the marketing mix. What has changed is the technology and the platform that we can utilize to deliver seamless online and offline experience (local).
What is local?
In a mobile-first world today, where you are such things as who you are. With approximately 70% of Internet traffic now comes from mobile devices and Google launched a "mobile-first indexing" update to the algorithm earlier this year, the brand now need to consider the location of their target audience as well as they should consider who the audience.
Take the example below. I searched for "coffee" in the Facebook application from our office in George Street, Edinburgh. I was presented with the results Why approach to local problems
Amazon has moved to a brick-and-mortar physical in the drive to integrate with their digital customer journey. It is an indication of the type of role the "new" high street have to play. Consumers do not think the way online and offline - they expect exchanged experiences with the brand, and their experiences to be personalized.
So, how do you begin to utilize local?
To get a local way to get personal. Brands we work with often face the same problem: they have a customer personas based on what they think they know more about their customers than what they can prove the use of data.
Traditionally, when you think of market research, you might think about focus groups, interviews and third party data - all have a role to play in several stages. Technology enables us to rapidly advance this process using data collected in web analytics, CRM, and review platform (with GDPR-compliant manner, of course) to build a rich picture core customer segments.
Read Also:- Soon Apple may launch a search engine like Google!
customer intent and the local landscape
Once you understand who your core customers, the next challenge is to provide a consistent brand message and experience relevant to this customer. To do this, it is important to understand that consumers will look to different content, channels and devices at every stage of the decision they made the trip.
At DAC, we create a framework for visualizing the consumer journey. We then create local strategies that leverage the data, content marketing, and channel based on this framework to deliver branded content and experiences that are designed to move consumers through to the next step of their journey.
What is the landscape like a local appearance
As digital marketers think "local", what comes to mind for many just make sure you're buying local keywords in paid search or that your website is optimized for them. But there is a little more than that. Although not an exhaustive list, these tactics are all important aspects of local digital marketing strategies are effective:
Local is an important element of the current consumer experience. Taking a gradual approach enables brands to tap into local conversations with their Digital Marketing Companies Nottingham audiences while ensuring prudent approach to any possible interactions - an approach that meets the brand promise.
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