- Aug 7, 2013
It's important to understand what your potential customers are using for devices and what channels they look to for answers. It's vital that a business has complete control over the brand across every channel that matters to that customer. When you understand your customers experience you can mold your engagement and take advantage of that "Next Moment" Its not just about SERPS and websites anymore.
So, what channels are you using to tap into potential customers?
Local Marketing and the Everywhere Customer
Everywhere customers use multiple devices and channels to search for brands. They might learn about you from a television spot they?re watching on their iPads, then jump on their smartphones to conduct some product research while they will have their iPads open. On their mobile devices, they quickly synthesize information about you ranging from what you say about yourself to friends? reviews before going to your store to do comparison shopping. Leading brands such as Disney are responding to the advent of everywhere customers by being present with the right experience for the right channel. To capture the attention of the everywhere customer, local search practitioners will need to think more like consumer insight professionals and understand how to create content that resonates throughout the entire customer journey.