Semalt: Why You Need To Focus On Local Digital Marketing
Currently, due to digitization and the benefits that accrue from it, traditional business are starting to realize that they would benefit more if they embraced digital marketing.
"The year of mobile" has been the talk of the digital world for several years. It is mentioned that the year 2014 was the third consecutive "the year of mobile". The following years, through to 2016, also received this acclamation according to LifeHack. It refers to the gradual rise of the mobile devices growing to become the dominant platform used to browse the web and not a specific year.
The Customer Success Manager of Semalt, Andrew Dyhan, gives an insight into the essentials of local digital marketing and its current importance.
The statistics indicate that:
- Facebook's estimated advertising revenue for 2016 was $26 billion. Mobile devices made up to 80 percent of that ($21.98 billion)
- Up to 69 percent of the programmatic digital display advertising trace back to mobile devices.
- With over 500 million users, Instagram ranks as the fastest growing social network and integrates easily with Facebook marketing.
Deriving data from Thrive Analytics, e-Marketer post, small and medium businesses in the United States plan to spend more on advertising with more emphasis on mobiles in 2017. The reason for this decision is that more people continue to own smartphones. Eighty percent of the internet users in the United States have a smartphone based on results by ComScore. Some of the reasons why smartphones continue to proliferate are because Apple manufactured a C-series for the iPhone, Android has low-end smartphones that most carriers give away, and a strong second-hand smartphone market place.
Some of the opportunities for business to take advantage of include:
- Google AdWords and Facebook Ads for local targeting.
- SnapChat filters to target users in a specific location.
- Yelp advertising assists in placing businesses in competitor profiles on Yelp.
- Instagram's growth and popularity.
Traditional businesses should take advantage of the digital train. Otherwise, the top players will surely take them out.
When people talk about business and marketing, the Amazon platform always turns up in their conversations. Over 80 million users subscribe to Amazon's prime business. Annual subscription fees for Amazon amount to $8 billion, not accounting for Prime member spending.
Amazon falls under the category of big businesses. The question is whether a small or local business can compete with such big companies. It is very much possible but requires much work from their marketers.
What small and local digital advertising should do
There are four areas that businesses need to look into if they are to survive the digital world. They may not work for all businesses, but they serve as excellent starting points:
- 1. Location-based advertising using Facebook, or Instagram.
- 2. Leveraging startups that help customers order and make purchases online such as Seamless, Instacart, Caviar, and Postmates.
- 3. Providing superior in-store experiences or locations that present customers with convenient shopping.
- 4. Built out e-commerce channels. With these, one has to leverage tools such as re-targeting through social media (Facebook) to increase sales.
It is not easy for small businesses due to the stiff competition. Hopefully, the insights from Semalt shed light on a few things they can do to remain relevant and continue thriving.