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Shopfloor FOCUS: DIGITAL MARKETING


How to win in local search


28


Today’s electrical goods retailers need to be as familiar with the nature of online search behaviour as they are with the specs and details of their own products.


F


Mike Fantis, Vice President, Managing Partner at DAC


ollowing on from last month’s Local Marketing feature and merging with this month’s The Power of Online feature, in this article Mike Fantis, Vice President, Managing Partner at global digital performance marketing agency, DAC, talks about targeting consumers with relevant information when they are in the market for a product. The old world of solely relying on a brand name and pushing out generic, mass media messages is a thing of the past. The new world demands a data-led approach and – crucially – accounting for where people are searching. It’s estimated that 50 per cent of us use Google to search for local information. This is driven by the astonishing uptake in mobile internet access. According to the most recent


ONS figures for 2017, 73 per cent of adults accessed the internet “on the go” using a mobile phone or smartphone, more than double the 2011 figure of 36 per cent. At the same time, the smartphone is no longer a communication, entertainment, and information tool alone: it’s also become the de facto navigational device. When a searcher keys a product name into Google, the first thing that pops up is a map with the closest local retailer at which they can purchase said product. This is because Google reflects the nature of search intent, understanding that searches for various electrical goods are motivated by a desire to purchase – not because somebody wants to read about the origins of dishwashers.


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