In the August 22, 2016 brief by Forrester Research, Attract Customers Through Local Search, the respected independent research firm outlines the new expectations consumers have of how brands show up in local search – and they also asked DAC what we thought! The report outlines what makes local searches unique, what customers want to see locally and what marketers should offer to drive in-store traffic.
In addition to their consumer research, Forrester interviewed several leading digital marketing professionals, including Scott Ensign, VP of Digital Media at DAC. “Local search is part of the in-the-moment discovery, and consumers search locally with specific terms like the city they are in,” he says in the report.
These “near me” searches have doubled since 2014, according to the Forrester brief. And, 50% of consumers who search locally on their mobile device visit a store within 24 hours. We think this presents a great opportunity for brands to present customers with local promotions, reviews and even local stock availability, to name a few examples.
For more information on how Enterprise B2C marketers can better manage their local presence online, the full report can be found at Forrester.com/Brief.