As you read in the previous blog post, a critical aspect of any company’s success is the understanding of new behaviors and expectations of the increasingly mobile consumer. Decision makers must recognize industry and market trends; understanding that mobile has become a key touch point in the customer journey. In this article Bruno Berthezene discusses how, not deploying a platform that fits the expectations of customers and the requirements of search engines can be a strategic mistake. He goes on to describe how despite clear advantages, brands are still not fully unlocking the potential of mobile local marketing. Mobile local searches are not only important for brands to embrace because they are growing in volume, but also because they represent a high purchase intent, and have excellent conversion rates; 50 percent of consumers who conducted a local search on their smartphone visited a store within a day, and 18 percent made purchases. Google recently announced that more searches now take place on mobile devices than on desktop computers in 10 countries world wide, including the US, UK and Japan. Check out the article for more statistics that come as confirmation that this is a global trend.
Read the full article at linkedin.com.