MomentFeed, a leader in software that connects global and national brands with consumers who use mobile when they are ready to buy locally, published a report today that reinforces the value of local-mobile in the brand marketing mix.
Although major brands are spending upwards of $70B in TV advertising and digital marketing spend is at 44 percent of budgets and on the upswing, location marketing strategy is often forgotten, especially by the largest of consumer brands. This can be deadly for companies that rely heavily on local stores and venues for the vast majority of sales.
A new report called “The Rapid Death of Mobile Brand Search” highlights the facts and trends behind local-mobile search.
For example, 82 percent of consumers search their phones for a product type (e.g., “nitro brew near me” rather than a specific branded coffee shop) and will often make choices based on Google ranking and proximity first.
“I’ve met with many senior marketing executives who assume that because they’ve invested in search marketing and digital that they’ll automatically show up in mobile searches,” says Jim D’Arcangelo, MomentFeed CMO. “But to show up consistently in the ‘Google 3-Pack’ (top three listings), brands need to be hyper-focused on and savvy about their location marketing and review management and their impact on SEO. We’ve seen huge sales boosts among retailers and restaurants who focus on location marketing in addition to brand-building.”
Adds Greg Sterling, VP of Strategy, Local Search Association, “Brands that aren’t devoting significant attention and resources to local and mobile marketing are not only falling behind competitors, they’re potentially losing revenue”
The full report is available here.
With an integrated management, analytics, and reporting system spanning mobile search, social media, digital advertising, and customer reputation management, the MomentFeed platform helps continuously and predictably drive and capture more in-store sales, and calls, appointments and orders from prospective buyers, for retailers, restaurant chains, banks, and other multi-location businesses. Founded in 2010, MomentFeed is headquartered in Santa Monica, California. An Inc 5000 Fastest-Growing Privately Held Company, it was also named a Comparably Best Company. For more information visit www.momentfeed.com.