It’s becoming clear that mobile is the center of local business’ integration with the digital world. Maybe it should come as no surprise since everywhere one goes, one is prone to see others with their faces buried in their smartphones, but for business this trend means they have to treat consumers as mobile users – almost before anything else! With mobile applications designed for pure suggestibility and total informal access to a business’ information, it’s becoming clear that there’s a “singularity” of sorts emerging in local business.
Using Mobile to Influence Customers
Thanks in part to their use of mobile devices, consumers are demanding more and more information, but they aren’t yet aware of some of the capabilities will soon be integrated into local businesses. The ability to summon the stock information of any business and in any particular aisle is especially crucial as people become accustomed to the “uber-ified” on-demand economy. Sooner or later, everything will and must be available at the press of a button, and it’s crucial that local businesses implement this capability before they are competing with big-box stores who do the same thing.
At the root of the issue, perhaps, is that as more people are to use their mobile devices in local searches, the less likely they are to look up from their phones to discover something. Being visible online, incorporating the right engagement tools, and having store and stock information accessible to the world will be increasingly necessary to being a prominent part of consumers lives – without being on the “Internet of Stores”, stores may as well not exist at all.
Beyond mobile advertising
With mobile advertising generating outrageous returns (76 billion calls last year, and 162 billion by 2019), it seems that pushing oneself in front of consumers will primarily be done through mobile as well. It seems that all those impolite and intrusive interactions which were once disdained are now appreciated by consumers, primarily because they are centered in one place that they control – their mobile device.
The benefits of mobile advertising should be welcomed by the business community as well, particularly because of the ability for mobile click-to-call ads to track results and thus allow businesses to evaluate ROI. Tracking where calls are coming from can also lead to better-personalized in call experiences, shortening the distance between customers and the information they really want, making them far more likely to complete more purchases.
Closing the Connection
Local search is at the heart of what many companies do, which is developing a constant stream of connections for local businesses. It’s important for these businesses to understand that these interactions aren’t newfangled fads, but that most relationships with consumers are conditioned by enterprising pioneers who take risks in finding the right tools to engage their customers. Taking up this pioneering mantle is critical to the next generation of business leaders, large and small, in assuring that they make the most out of transformative platforms like mobile – both indoors and out!