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July 2013 - DotComSecrets Local

Archive for July, 2013

What Is Your Online Marketing Strategy?

This is a good question to ask due to the recent finding regarding the Internet usage. Every small business should have an online marketing strategy.

Referring to Wikipedia: “Local search is the use of specialized Internet search engines that allow users to submit geographically constrained searches against a structured database of local business listings.”

In other words, consumers make searches like “Dublin restaurants”, “garages Dublin 15” or “web design Dublin”. They can enter “what” search term firstly and “where” search term secondly or vice versa – it does not matter, because the search results are the same.

Previously, consumers trusted in traditional media such as local newspapers, TV and radio stations to find local products and services. Due to the technological development of the Internet as well as of the PC and mobile devices, consumers can use search engines to find these local products and services online.

An Irish business should take this change in consumer behaviour into account when it plans online marketing strategy. It is more efficient and less expensive to advertise on the Internet compared to traditional offline advertising.

Local searches by mobileDo small businesses utilize online marketing efficiently? Is there a room for improvement? Continuously developing technology opens new chances for consumers and businesses to participate, interact, and present themselves in different ways on the Internet.

It is worth to notice that, today over 50% of all local searches are performed on mobile devices, i.e. on smartphones and tablets. In addition, mobile tags provide more product information like comparison shopping offers than traditional barcodes.

Figure 1. Device Preferences Throughout The Day

Device Preferences

As you can see from Figure 1, device preferences change during the day. Mobile devices dominate in the early morning. At the day time in working hours PCs are used by the most of users. In the evenings, when people are traveling back home or when they are already there, tablets are mostly used.

So what do the above-mentioned discoveries mean for a business owner? How you can take this trend into account in your online marketing strategy?

Actually, it requires mainly two things. Firstly, your website must be mobile responsive. This means that consumers can find your website on  mobile devices and they can easily find related sales information. Secondly, your website must be optimized for a local search, so that consumers can find your products or services in an area where your business is located.


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