Public Relations & Social Marketing Insight

In 2017, every business should focus on mobile, Rich says, especially businesses with physical locations and a local audience.

Mobile is important because people always have their devices by their side. For example, when Rich takes his daughter to volleyball practices in different towns, he uses Waze on his phone to get directions. Then after dropping her off, he goes to Yelp to find a coffeehouse or asks Google or Siri to find the nearest supermarket so he can go shopping. While he waits in line, Rich explores Facebook, Twitter, or Instagram; plays a game; or reads a news article.

Mobile local marketing helps you reach customers who are on the go near your location.

Because people are always on their phones, local businesses can attract customers who are looking for information on the go and making immediate decisions. If those people are in your area, you can capture their business with a strong mobile presence....

With 29 percent of people in all age groups having made at least one purchase on one of their mobile devices, trust in mobile shopping is definitely increasing. If you want a piece of that pie, it’s crucial for your mobile efforts to provide real value and be convenient for your customers.

A solid mobile web page and app can be great tools for drawing in new business and building brand loyalty among current customers. While designing and implementing both can take a long time, this investment is important because releasing a subpar mobile app can drive your customers to your competitors.

Although not every brand sees a massive ROI from its mobile efforts right off the bat, mobile app usage increased by 115 percent in 2013, so think of it as an investment in your organization’s future....