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BizReport : Advertising archives : September 07, 2011

Report: Images, coupons, location services key to local business

Local businesses may want to re-think the image and coupon content of their web listings. According to new data from MarketingSherpa, local search results with images and coupons are big attention getters for consumers.

by Kristina Knight

According to the MarketingSherpa report less than half of businesses with online listings optimize their landing pages with coupons or images while most (87%) do add phone numbers or keyword search terms.

Do images and coupons make a difference? Yes, according to BrightLocal, which found that one-third of Google searchers engaged with listings containing images or coupons; nearly one-quarter (23%) were 'more likely to contact' businesses with images and coupons in their listings. BrightLocal's research also shows Google Places as a leading way to connect local consumers with local business. Their research indicates nearly 33% of local business website visits were the result of Google Places.

"Services like Foursquare and Facebook may hold the key to future interaction between local businesses and their customers, but Google remains the first port of call for consumers seeking to find a good local business," said Myles Anderson, BrightLocal Founder.

Facebook referred about 2% of local website traffic, compared to Google Places 33%; Google Organic, meanwhile, delivered 25% of local traffic.

Data from Pyramid Research indicates location based spending (LBS) is on the up through 2015. At $2.8 billion in 2010, the LBS spend is expected to reach more than $10 billion in 2015 as consumers become more mobile. Navigation apps are expected to be the leading factor for LBS growth as consumers look for ways to get from Point A to Point B quickly.

Tags: BrightLocal, local advertising, location based ads, location based spend, MarketingSherpa, online advertising, Pyramid Research

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