As mobile marketing increases its influence over on-the-go consumers, local search will become an even more valuable practice for marketers to master, which is reflected in reports released by BIA/Kelsey and Balihoo.
Recently, BIA/Kelsey projected that mobile local ad revenue in the United States would grow by 54 percent by 2016. The agency’s estimate shows that mobile services will account for more than 3 percent of local ad revenues by the same year, which marks a 0.6 percent uptick from mobile ad revenue in 2011.
Mobile might not seem like an established and reliable channel for communicating with prospective leads, but as more consumers embrace the mobile web, SEO content must be created to grab the attention of those distracted buyers. In fact, many businesses already realize the importance of adopting mobile marketing strategies early on, with Balihoo reporting that 91 percent of national brands will maintain or increase local marketing budgets in 2013. About 47.3 percent of brands will invest more in 2013 than they did in 2012, of which most additional resources will be put toward mobile local marketing.
Overall, 34 percent of survey respondents say they expect to use mobile as a major local marketing strategy in 2013 – up from 32 percent in 2011. As more Americans purchase smartphones and tablet computers, marketers are encouraged to develop content that reaches a regional audience, and builds brand awareness community by community.
Content marketing can be designed to reach various audiences using keyword-rich media. By analyzing data on Google Trends, marketers can discover the subjects consumers in New Jersey research compared to the topics viewed online by Californians, and then craft content based on those discoveries to capitalize on regional trends. It’s important to look at how custom content can speak to a broad or niche audience, and how tailored articles feel more personal when written for a localized population of people.