Mobile is no longer the “future” of customer behavior---it is customer behavior. The wealth of interaction between users and their smart devices has given brands data to develop a deeper understanding of individual customer intent. But what’s more important about mobile’s transition to default is the fact that these users are looking to satisfy this intent through a combination of channels. For marketers who kept up with the pace of Mobilegeddon, this is why demographic targeting is not the solution. Now, effectively engaging users depends upon recognizing multiple user channels, behavior and intent. It’s Localgeddon, and brands can achieve local marketing success with a seamless local Omni-Channel experience.
Users today aren’t simply looking at one screen at a time. Neilsen indicated that the average person spends nearly 60 hours a week consuming brand content across multiple devices. It often happens to be the case that these users might be watching a brand’s commercial on TV while sending out a Tweet on their tablet or phone. Similarly, they could be serious about a purchase and read brand reviews or using a device in-store to educate themselves on whether a brand is worth the splurge.
Below is a 2015 restaurant industry study we conducted measuring local page traffic from mobile, desktop and tablets. In conjunction with the fact that consumers are using these channels simultaneously, it’s important to note that the overall local traffic from each channel has increased in the past year.
Data retrieved from Brandify
Developing an omni-channel local strategy satisfies these multi-screen instances because it creates a seamless experience and reduces frictions during the customer's’ path to purchase. At this point, with customers continuously researching, engaging and interacting with any screen in sight to find their desired Near Me destinations, the expectations for brands to ‘do it all’ are high. If a brand smoothens this multi-point path and understands individual users’ expectations, it increases its chances of retaining those individuals’ interest and converting them at the local level.
With all signs pointing to omni-channel as the next frontier for local brand awareness, it’s important to note that brands generally use demographic data to learn about customers and target them with advertising. And since advertising is part of an omni-channel strategy, it’s also important to note that demographics can’t entirely teach brands about customers. In fact, Google estimates that marketers who rely on demographics alone miss out on 70% of potential customers.
So if customers use multiple screens at the same time, what does their intent indicate to brands?
It’s no longer beneficial to solely depend on age, gender or income to reach audiences. The fact of the matter is that with these diversified touchpoints, wants and needs, users are not brand loyal---they are experience-loyal. Your brand’s ability to implement a seamless, localized user experience across these channels is one of the most effective ways to drive brand recognition to current and prospective audiences both online and in physical store locations.
Combatting Customer Amnesia
The best way to develop localized strategies is to look within your data. Our CEO Manish Patel notes that “customers are multi-screen, multi channel and multi-departmental” in the context of brand engagement. Stitching these data points to develop customer profiles can help to alleviate any user frustrations in a cross-channel setting and ensure that all your local properties are catered to these users’ wants and needs.
No data point is stand-alone when it comes to remedying Customer Amnesia and understanding your audience. Every data point can be connected together to develop a comprehensive story of individual customers and create a omni-channel-first strategy to unify every area of user engagement. For brands, that means that mobile, desktop, tablet and app strategies should cater to individual local users’ interests and provide personalized and valuable information to customers when, where and how they need it.
Our recent Brand Battle between LA Fitness and 24 Hour Fitness proved that for enterprise-level brands, an omni-channel mindset is something worth striving for. The winner, 24 Hour Fitness, is staying ahead of its competitor, LA Fitness, by optimizing both local pages and its app for users to easily find customized local data to suit their preferences, devices and locations. With this localized strategy, this brand has set the stage for more a more seamless experience for multi-screen gym-goers.
Brandify can help your brand understand local consumers, develop an engaging omni-channel strategy and overcome Localgeddon. Start transforming your brand with our free Brand Scan: