Location-Based Marketing

Location-Based Marketing

Why local search is the next frontier in marketing


At the start of my Emerging Media class, all that was on my mind was the rise of social media, but I was forgetting some other major changes in technology and the way we are conducting our web-based searches now and how that impacts our buying patterns.  One such example is location-based marketing.

The first thing to note in this infographic is that the more devices people have, the more times per week they conduct a search for things nearby.  This makes sense because someone who only has internet access on their home PC may look up a search prior to leaving their house but someone with a smart phone and maybe an iPad can continue to search as they are on the road.  It is a lot easier to find the closest Starbucks on your phone than on a GPS device and certainly easier than driving around in circles looking for one.  This is an important consideration for marketers as they look to increase local marketing efforts in 2013.

This infographic also shows what the most common things people are looking for in an internet search and how far they are willing to drive to get it.  Considering that 90% of people have made a purchase in a retail store in the past year and 77% have performed a local search, it makes sense for local stores to do everything they can to appear in search results for these consumers.


From caveman to modern day

Emerging media is a funny thing because the term “emerging” is dependent on the present time frame.  It is only “emerging” in that moment.  When we think back to caveman times, scratching rocks on cave walls to leave behind a written record was considered “emerging media” back then; although they didn’t know it at the time.  The new movie coming out called “The Croods” is a really funny example of this.  It is about cavemen and in one scene, the love interest of the main female character makes shoes for her.  Shoes hadn’t been invented yet so she screams in fascination and says she loves them…then quickly says, where are my feet?  The point is that evolution in terms of invention comes in many forms.  Just as shoes were new to cavemen, so was scratching drawings on cave walls.

In the medieval period, men began to use scrolls and ink wells to write manuscript on.  This was their way of preserving history.  Then we had the first newspaper advertisements in the early 1700s. From there, advertising start to pick up pace and led to advertising in magazines and the creation of advertising agencies in the mid-1800s.  Fastforward through history, and today all of those forms of advertising are referred to as “traditional” or “old” media while newer forms of media are emerging.  Advertising Age has a great timeline of advertising milestones found here: http://adage.com/article/special-report-the-advertising-century/ad-age-advertising-century-timeline/143661/

Today, due to the explosion of the Internet, we have internet advertising, personal and business websites, blogs, social media (Facebook, YouTube, Twitter, Instagram, Pinterest, etc), mobile advertising, and gamification today.  It’s almost overwhelming how digital and social media has exploded so quickly (in comparison to the time frame of traditional media).  In following blogs, I will address each of these types of “emerging media”.  I hope you enjoy!