Adam T. Sutton

Reaching Local Searchers

May 12th, 2009
Share

I had an interesting conversation with Scott Dunlap, CEO, NearbyNow, last week. NearbyNow helps consumers find products in local stores through its website, mobile apps, and the major search engines.

A consumer looking for a particular product in his or her area will typically be alerted via an email or a text message on the product’s availability. This service has several interesting applications for marketers–such its OnTheWay ads. These ads allow marketers to advertise in the alert messages to consumers who’ve indicated that they’re planning to visit a store near their own.

Some marketers, Dunlap says, have leveraged these ads to emphasize the core motivations that consumers have for searching for local products. The top three motivations that Dunlap’s team has uncovered,:
1. Consumers want the products immediately
2. They want to see, hold, and test the products (particularly relevant for apparel, shoes and gadgets, Dunlap says)
3. They do not like the hassles or costs of shipping

How have these motivations been applied to the ads? Some marketers are pushing immediacy to the extreme. They will give 20% off products in their stores for the next two hours. That can force some consumers to consider visiting the advertiser’s store before visiting their intended destination.

Local search and sales for products–with real time inventory updates–looks like it holds a lot of potential for retailers and brands alike. I expect the major search engines to start rolling out more ways for marketers to connect with consumers looking for products locally.

Adam T. Sutton

About Adam T. Sutton

Adam T. Sutton, Senior Reporter, MarketingSherpa
Adam generates content for MarketingSherpa's Email and Inbound Marketing newsletters. His years of experience in interviewing marketers and conveying their insights has spanned topics such as search marketing, social media marketing, ecommerce, email and more. Adam previously powered the content behind MarketingSherpa's Search and Consumer-marketing newsletters and carries that experience into his new role. Today, in addition to writing articles, he contributes content to the MarketingExperiments and MarketingSherpa blogs, as well as MECLABS webinars, workshops and summits.

Prior to joining MarketingSherpa, Adam was the Managing Editor at the Mequoda group. There he created content and promotions for the company's daily email newsletter and managed its schedule.

Categories: Branding, Consumer Marketing, Ecommerce Eretail, Online Marketing, Search Marketing Tags: , , ,



We no longer accept comments on the MarketingSherpa blog, but we'd love to hear what you've learned about customer-first marketing. Send us a Letter to the Editor to share your story.