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Local Search How technology is changing our sense of community
Throughout the depressing news on oil, foreclosures, credit, employment and inventories, little attention has been paid attention to the search technology that is quietly changing our sense of community and how we do business.
Several trends suggest the local search is not just a fad, but a tsunami. Every day more and more local searches performed. Yahoo estimates of their local searches have grown by 76% in just 12 months.
This increased use is due in part to users increasingly skilled at using local search to find exactly what they want. Search logs show users are adding more switches or attributes to describe more specifically what they want. And they are finding.
All this translates into a huge fragmentation of the Internet's global to local niche and hyper-niche. These local specialized sites or sites of tail "are emerging to meet consumer demands for more information and access directly to local markets.
In addition, more searches are made per person. Yahoo reports its user records show average user local consultations up from eight to twelve per month. These statistics show that users find what they are looking locally.
The good news for local businesses is that can now sell in areas beyond their immediate location. The bad news is out of the competition can do the same.
Companies can now create campaigns promotion that can complement an online experience with substantial experience in the store, or combine a virtual experience with real experience. This double-barreled approach using both real and virtual seems to be the hot ticket today.
It's called THEFT: Online Research, Offline Buy and is the real tsunami. Trends are also showing online research often leads directly to a site office or visit the store.
On the most highly regarded, as cars, fully 89% of all buyers research online before making your purchase of new cars.
While only 10% of actual purchases are made online, 90% are still offline. However, that 10% represents $ 500 billion dollars in sales.
Small retailers are also complaining about a threat to their business around: Robo reversed. Customers enter their shops to see and feel a product and then go home to their computers and buy cheaper online.
Another growing trend is the union of local markets and social networks like Twitter, Facebook and YouTube.
With a growing presence of smaller companies and smaller web, marketing of local businesses are seeing a rapid change against radio, television and print to local search marketing.
It is simply a matter of ROI or ROI. Advertising is an investment and increasingly the best returns come from search marketing and non-traditional means of advertising.
This is because to a better ROI from search marketing is a totally different way of marketing. Advertisers can target a very niche market closer attractive, with promotional campaigns at a fraction of the cost of traditional media.
One of the major benefits of marketing local search marketing cycles shorten, the results are known quickly and can make changes on the fly. "In traditional marketing, the results can not be known for weeks or months.
In the Internet age, as the saying goes, "he who hesitates is lost".
With this new capability geocentrically market, local search marketing is changing the way people buy and sell. Car, house and garden, professional services, insurance and financial services, real estate and entertainment are increasingly finding and purchasing through search technology.
We all looking like drops of TV viewing and radio, newspapers and telephone directories reduce obsolete. This same local search technology is beginning the local unit and global marketing.
In the past we have chosen our friends and business relationships with those who physically knew. Today, with local search technology, we can choose our friends and business relations with anyone connected to cyberspace.
About the Author
Jack Deal owns JD Deal Local Search Marketing, Watsonville and Santa Cruz, California 95076 831-457-8806. Related articles, ideas, strategies, tactics and tips can be found at and .
Tags: estate, foreclosure,, maps, realestate, web2.0
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