63295846 - mobile device with a map vector icon illustrationBrand management is an important hub around which your business likely develops its marketing strategy. You want positive associations for your business. Makes sense! But with today’s increase of mobile devices, did you know there’s a situation in which something ELSE trumps established brands? When it comes to location-based searches, customers are searching for CONVENIENCE over a trusted brand. Does your mobile strategy take this into consideration?

Think with Google puts forth marketing insights based on data analysis. This year, they gathered together data on location-based searches and defined a new consumer experienced. They labeled it: I-Want-to-Go Moments.

When was the last time you used your phone to find the most convenient business for your needs? Perhaps you searched for the closest gas station, a well-reviewed restaurant or the closest gym to your hotel? And did you go to the place that came up in your search? What made you choose that business? These are examples of I-Want-to-Go Moments.

Check out these stats from Think with Google about this consumer experience:

  • 30% of mobile searches are related to location
  • Location-based searches are growing 50% faster than all other mobile searches
  • 76% of consumers who search by location on their phones visit the store within a day
  • Searches like “stores open now” or “food open now” have grown 2.1 times on mobile

Does your mobile strategy have goals for attracting customers based on location? Does your mobile site or app offer directions to your business? Do your ads highlight top reasons customers would come in off of the street? Have you posted useful information such as your hours, inventory, pricing and sales?

If you haven’t defined a strategy for local messaging, now’s the time! Drive people to your business with a plan that includes in-the-moment calls for action, relevant ads and catering to a customer’s immediate needs. Mobile has changed brand expectations, but it’s not a daunting task to cater to this new consumer. You just need to know the right strategy!