Aug 22, 2011 at 11:39am ET by Stephanie Hobbs
When it comes to online and mobile advertising, many local businesses are still getting their feet wet. Even for those who have dove head-first into opportunities online or via mobile, the rules and solutions are changing so fast, it?s often difficult to keep your head above water and stay ahead of the competition.
As we head into fall, let?s catch up on the latest trends and developments in local search space ? and what you should consider as you start to build out your business?s advertising strategy for 2012.
Social media is playing a significant role in how consumers find and interact with businesses on a national level, and we?re increasingly seeing that trend extend to local businesses as well.
Yet while the majority of local businesses are signing up on social networks, they?re not creating a presence on enough of them. And even when they do, their level of engagement is often too low to leave a meaningful impact with current and potential customers.
These insights are derived from the results of a recent study by Palore, which found that:
Source: Palore
Source: Bloomberg/YouGov SurveyAlready, Google+ is growing faster than MySpace and Facebook did in their early days, with more than 13% of U.S. adults signed up and another 9% projected to be added over the next year. While Google+ doesn?t have local business-related capabilities just yet, they?re sure to be coming down the line. In the meantime, make sure you or those running social media at your business get signed up fast so when the opportunity comes, you?ll have existing familiarity with the site and be ready to build a presence there.
And while we?re talking about Google, last week, the company made major headlines by announcing that it is purchasing facebook da reklam vermek Motorola Mobility, effectively rocking the mobile landscape by turning the search engine giant into a full-fledged cell phone manufacturer.
Source: comScoreToday, various manufacturers leverage Google?s Android platform ? now used by 2 out of 5 smartphone users ? and despite the new deal, Google has said it will keep the platform open. That said, analysts are speculating that some manufacturers may begin looking for new partners (such as Microsoft) now that Google has effectively turned into their competitor.
In addition, Research in Motion (RIM), which makes BlackBerry and has struggled to keep up with Apple and Google in recent years, is thought by some to be next in line to be purchased.
While most online business directories and local sites have applications for each of the major mobile platforms, local businesses should make sure that they?re investing in those that are the most popular.
For example, an online directory may have a popular iPhone app, but a lagging Android app ? so your business should compensate by finding another directory with a stronger Android presence to supplement your existing directory. On a related note, local businesses can now purchase in-app local ads on the AT&T Interactive mobile ad network, which opens another set of doors for consumer engagement.
This summer alone, popular search engines and local sites including Microsoft?s Bing and Foursquare continued the trend of teaming up with IYPs to help inform and expand their online directory databases.
These sites are increasingly depending on IYPs to provide comprehensive, accurate listings of local business information. Additionally, we?ve seen strengthening advertising distribution relationships with a variety of local search companies, which is broadening the exposure that local businesses receive.
Related Topics: Channel: Local | Local Search Column | Search Marketing: Local Search Marketing
About The Author: Stephanie Hobbs is an award-winning print and online Yellow Pages executive with broad domestic and international experience, and is the Local Search Association vice president of communications. She also blogs about the industry on the Local Search Insider blog. Follow @localsearchassn on Twitter. See more articles by Stephanie Hobbs
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