Today’s mobile consumers want fast, relevant, and local content when they’re on the go. Whether that’s a price comparison on an appliance, an open seat at a movie theater, or simply directions to the closest pharmacy, consumers want to solve their immediate needs and find what they’re looking for quickly and efficiently.
According to industry analyst BIA/Kelsey, one in three marketing dollars are spent on mobile advertising, including location-targeted content. That number is expected to increase by nearly 50% by 2017. However, some mobile advertisements are simply inefficient for local businesses – oftentimes not valuable to the consumer. For example, banner ads can be perceived as intrusive and easy to ignore. The average person will come across more than 1,700 banner ads across all devices every month, but when it’s not locally relevant, the average click through rate is less than 0.1%.
Having relevant and local content can enhance the overall experience an individual has with a business. Marketers are then able to direct their messaging to a need that a consumer currently has (for example, a florist in Rochester, NY that is currently open and has orchids). According to Street Fight, content ads that speak to users’ interests and geographic location are more important than ever as it helps break through the marketing noise that consumers deal with daily. In fact, four out of five consumers want local search ads or ads based on their immediate surroundings.
Businesses can greatly benefit from the increased conversion rates that are driven by locally relevant marketing content. Research from Google, Ipsos MediaCT, and Purchased found that 60% of consumers said they have used local information in an ad, whether a link to directions or the click-to-call button. So, having a relevant mobile ad strategy gives marketers a unique way to reach consumers as they move along in their busy day. Executing a hyper-targeted marketing plan will help drive relevancy and reduce waste in a campaign, ultimately providing the most meaningful connection to both the local business and consumer.