Local Search Highlights in the 2015 Internet Trends Report

Jon Schepke (with Search Engine Watch) pulled some great insight from Mary Meeker’s 2015 Internet Trends Report – and, in reading between the lines – could see that all lines point to… Mobile & Local Search.  So if you’re still on the fence about mobile and local search marketing & optimization strategies, you might as well hand in your Marketing Badge right now.  Here were his key take aways;

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Optimizing for Mobile is TABLE STAKES

  • Mobile searches have overtaken desktop search (sooner than projected)
  • Mobile use has also overtaken desktop use, on a daily basis (see the chart above).
  • 73% of the planet has a mobile phone
  • “if your local search strategy fails to address the mobile consumer, you might as well not have a local search strategy”
  • See Google’s recent release of Micro Moments noting that ‘near me’ searches have increased 34 times in 2011 (in Q4 2014, 80% of those searches were conducted via mobile devices).
  • See Forrester’s push of Mobile Moments, by definition, “a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context.
  • See Facebook’s Retailer Beacons for businesses to offer deals & content for consumers in store via Place Tips.
  • In most cases, mobile (and mobile search) is the MOST direct connection between your company & consumer demand.

Get Ready for MOBILE WALLETS

  • “Brands that convert ‘near me’ searches into revenue through appealing mobile wallet offers are solving for the “last mile” of local search.” (truly creating a full circle consumer behavior).
  • Whole Foods has seen mobile payments surge by 400% since adopting Apple Pay.
  • Pep Boys has seen a seven-figure sales result from mobile wallet.

Vox’s Card Stacks – short & sweet info distillation

Media, news & information done right – via Vox’s Card Stacks & pubs / media brands (like Eater, Curbed, Vox.com, Polygon, The Verge, SB Nation, Racked).  With their success (and Google’s own Cards / Knowledge Graph), it’s clear that new content forms are not just nice to have, they’re a requirement (short, sweet, & visual) – a trend that has already been happening in the mobile space, is now coming to desktop (see apps like Looksee, Nat Geo View, etc.)

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Why Millennials Use Snapchat? They’re obsessed.

Snapchat is now the #3 social network among millennials (trailing Facebook and Instagram, and, making me feel young again – thanks Business Insider!).  BI didn’t just provide a guide showing you how to use snapchat, but also – some qualitative feedback on WHY millennials are so… obsessed. (Keep in mind, this is the PG version of all of the feedback they received).

Answers to various questions on ‘Why do you like Snapchat?’;

  • Snap Art.  No chance to edit, it’s a slice of life.
  • Discover.  Favorite brands with only the best video content.
  • One-to-One Engagement
  • Quick & Visual (Images & Video)
  • Disposable Content.  Content that has a lifespan… for 5 seconds.
  • The User-Interface is non-existent.
  • Ugly Selfies.  When you get ugly selfies from someone, that’s how you know you’re good friends.”