SoLoMo Trend to Electrify Local Search

One of the latest online advertising terms, SoLoMo, (Social, Local, and Mobile) is attracting a lot of buzz. During this week’s SMX West conference, Localeze and 15miles presented their findings on how SoLoMo is ‘dominating the search landscape.’ In this fast-​moving sector, local marketers must quickly determine how they will implement their targeting programs to connect with their tech-​savvy customers.

The explosion in local search is being fueled by tablet owners, 64% of whom are searching for local businesses on a weekly basis. These searches conducted with tablets are being called critical to local businesses as 86% of tablet owners are making purchases linked to their local searches. The numbers are remarkably similar for smartphone users. Nearly 2/3’s of smartphone owners are using their devices to find local businesses while they are on the go, creating an opportunity for a merchant to make an immediate sale.

Traditional Yellow Pages served consumers for generations. But these days, consumers are more likely turn to social networks and daily deal providers for information about local businesses. Who can blame them when 45% of socially-​networked local business clients are posting reviews? And consumers consider the chance to buy a local deal an added bonus. Nearly all, 86% of respondents in the survey presented at the conference say they are looking for daily deals from local vendors.

The most important details in local business searches are name, address and phone number as they’ve always been. Consumers also know the difference between paid search or general research results and local search. By a wide margin, they prefer local sources, perceiving them to be relevant and trustworthy.

Jeff Beard, president, Localeze, says, "with the explosion of local information online, it has never been more important for businesses to get their core listings correct. Marketers have a unique, unprecedented opportunity to capitalize on reaching consumers at the right time and in the right forum while ensuring the sanctity of their business listings.”

Local businesses ignore these latest developments in the search market at their own risk. And media companies must determine the best way to offer digital promotion services to small businesses in order to maintain their market share.

[Source: Local Search Usage Study. Localeze/​15miles release. 29 Feb. 2012. Web. 1 Mar. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.