Local Advertising on Mobiles
What makes local advertising local advertising? Simply, the fact it’s aimed at your locals. Concentrating effort on people living in a certain area is a winning move for new born businesses. If we try to approach all audiences at once, we’re at risk of applying a one size fits all when people really want to feel exclusive. By targeting the local’s, you are streamlining your productivity and rivalry as competition is even more nosebleed now that every business understands that getting online is an inseparable part of reaching set goals.
What is the chance the lady walking next to you on the street has a smart device in her bag? Very high! She may even have two or three. How do we then target this valuable ‘always-on-the-go’ mass of digital enthusiasts?
Directories, reviews & social
If that same lady breaks a heel while she’s scurrying in her bag for one of these devices (walking and typing at once is dangerous. Please act cautiously, logs onto the web from her mobile in desperate search of the nearest shoe repair store and you happen to be the one – great. Including contact info is crucial if you want to appear on relevant searches. Getting listed on local directories (Google Places, Bing Local, Yahoo! Local etc.) is another way to wave your hand up high saying you exist.
Local advertising is also possible through review sites and social networks. Depending on your products or/and services you might wish to capture a germane market on not so popular sites but devoted to your kind of business only. This would give you a smaller but highly intrigued audience to talk and be exposed to. On the other hand, customers are the lifeblood of your business and social media campaigns could target them at the right time segmented by gender, age and interests.
Don’t forget to check whether your website looks neat and is easy to navigate on mobile. After all, you don’t want to give your prospective clients a hard time, do you?
Don’t worry, be Appy
Mobile apps are there to serve a purpose – whether that is to entice customers with new promotions and news, offer a seamless e-commerce experience and smooth checkout (resulting in conversion) or simply reinforce the brand image.
Have you ever asked yourself why applications always request permission to use your personal data? Exactly, to take advantage of features like GPS and mapping to connect to you. Next time you’re in proximity to the physical store of the brand they might send you special offers in the form of text messages using GPS, even when they’re not using the app. These are called “push notifications”. Local businesses see this as an opportunity to incentivize you to visit their actual store.
Another application (get it? Application) of an app would be to simplify the checkout process and maybe offer directions after purchase via an interactive map. It could also power a loyalty scheme through a rewarding system.
Apps are no longer there to just complement a website, they are valuable assets that establish relationships with customers, thus benefit the business. We as app developers, know this best.
To harness the power of mobile, local businesses need to optimize their website experience for mobile devices, get a local listing and develop an app for the needs of the business.
Two ways to get started: find a professional app developer to turn your ideas into reality (Scotchegg Media ltd. T: +44121 753 2584) or explore self-service tools like Appy Pie, Build Fire or Como.