In today’s world of social connectivity, we are constantly connected online through our mobile devices. We are constantly scrolling through our favorite social media apps and browsing the internet for content. People like convenience. So, instead of wandering aimlessly for a “shoe store” we will turn to our phones to find the nearest stores selling shoes. We now want a quick solution or answer to our “searches” or “questions”. This is why local digital advertising is so important for local businesses to attract attention over their bigger brand competitors.
Using the “shoe stores” example from earlier, if someone searches ‘shoe stores’ on their mobile device they are likely to be shown shoe stores that are located closest to them. Therefore, it is probable that some smaller shoe stores will be seen over their bigger shoe store competitors. This is how smaller local businesses can be noticed quickly. It is no longer imperative for businesses to locate in high traffic areas. Instead, investing in digital advertising is the right thing to do for greater visibility.
As the internet has become one of the primary sources for finding information, this gives advertisers the opportunity to tell a story about their brand and inform new customers. According to retail dive in 2018, 87% of consumers began product searches on digital channels, which is up from 71% in the previous year. This statistic shows how prevalent the online world is for eCommerce and product knowledge.
Businesses with a reputable online presence show more credibility. With the rise of social media, and more people on these platforms this means businesses need to be active and produce better content on these channels. Having an attractive website with good user experience is also important for first impressions and usability. If we combine a strong social presence with quality website content, we can then advertise on digital channels much more effectively.