The Local Consumer's Digital Path to Purchase

THE LOCAL CONSUMER'S DIGITAL PATH TO PURCHASE With the range of online resources available, the digital path to purchase is more convoluted than ever. As each customer takes a different path while evaluating buying options, business owners must be prepared to meet them at any stop along the way to their final purchase. OF LOCAL CONSUMERS... 85% 94% 94% 73% search online for only search through the first page of Google of smartphones users search for business info on mobile agree the path to purchase has become more complex business information THE LOCAL CONSUMER Decision Factors Want or need? • Background • Preferences • Location Short Term Long Term • Immediate • Long-lasting desires • Highly personal • May be spontaneous • Researched & evaluated • Can be location-based ex: finding a restaurant for Friday night dinner ex: finding a contractor to remodel the bathroom Mobile Desktop Social Media • Proximity Search • Rankings (Ist page?) • Proximity Deals or Promotions Engines Likes & Followers • Customer Engagement • Photos & Videos bing Business Website • Visual Appeal • Pictures • Business Blog • Accessible Contact Info • Customer Testimonials • Mobile Optimized Apps • Proximity • Reviews Local Directories & Review Sites · Testimonials • Reviews: quality and quantity • Accurate Biz Info yelp • Photos • Accurate Biz Info yelpe yp • Photos 85% 72% of mobile searches PURCHASE result in action within 5 hours of consumers say they trust online revi LOCALMARKET SOURCES comScore The Purchase Loop (About.com) Mobile Search Moments: Understanding How Mobile Drives Conversions (Google and Nielson) LAUNCH