Local Search Soars as Users “Windows Shop”

Local search is fast becoming the emerging trend in online marketing and advertising, if not advertising and marketing in general - online or offline. The emergence of local search as the the next marketing wave underscores the importance for businesses large and small to have a “digital footprint” - be it a simple web page or a sophisticated and extensive web domain - in order to bring their ’storefront’ to consumers tapping into the internet’s potential or to bring consumers from the internet to their ‘bricks and mortar’ storefront.

Nielson/NetSurvey survey results (in conjunction with WebVisible) show that 86% of internet users search for local products and services online - up from 70% of internet users in 2007. Moreover, it is not the case that internet users are using the internet’s local search capabilities to access products and service online. The Nielson results show that 90% of the transactions that are initiated through online searches for local goods and services are completed offline. In other words, local businesses are drawing customers and clients from the internet to their ‘bricks ‘n mortar’ tores and offices. Consumers who are increasingly comfortable with the evermore user-friendly Web 2.0 internet experience are “Windows Shopping” rather than window-shopping.

As local search challenges and surpasses traditional advertising and marketing media such as television, radio, newspapers, and even traditional local search print ginat Yellow Pages™, in importanceis for driving customers to local businesses, large chains and national advertisers are jumping on the local search bandwagon. “In 2008,” according to marketing powerhous Marchex.com, “local ad campaigns (by national advertisers) will employ tactics and encourage consumers to complete their purchases at local services or retail outlets.”

As local small businesses that have relied on street visibility and foot traffic to sustain and grow their customer base are faced with online marketing competition from national advertisers, their ability to compete successfully in their own local market will hinge on their ability to develop an online presence with the same visibility as their local storefront. Setting up a web page for online marketing that is optimized for local search es that search engines like Google or Yahoo! will be able to find and pass on to users looking for local products and services is the first step from small local businesses that wish to remain competitive in this increasingly sophisticated digital marketing era.

This entry was posted on Tuesday, June 3rd, 2008 at 8:50 am and is filed under Local Search. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.