Since internet became accessible to everyday consumers, the information has grown in importance for the way we learn about things and communicate with each other. Most small business owners are conscious they can use web to find new vendors, study industry trends, and connect with a worldwide consumer base. However also some local business owners have started to take advantage of internet to market their business.
It's obvious that the owners don't want to waste money by advertising to people who can't use their services, but it’s even clearest to them that they need to reach potential customers where they can offer their product or service. Whether they're searching for authentic Japanese manga or the local pastizzi shop, people use the web to find where they want to spend their money.
Consumers don’t want to discover a business simply by seeing its sign on the road, they firstly search what they need surfing internet (Google, Facebook, Trip Advisor and so on).
Web gives to Modern consumers the chance to compare and evaluate products and services. When users look for the cheapest price, the best quality item, or the best dinner, they know they can find the information online. Local business owners need to use digital content and advertising to highlight the best features of their business. They can no longer hope that people come to their store first and then discover these positive features. If that information isn't available online it may never be discovered.
This intuitive way of thinking about the importance of digital marketing for local businesses is backed up by research. Many studies show that local businesses need search based marketing. According to one of that, 89 percent of consumers start with a search engine when looking for information on products, business, or professionals. Ipsos MediaCT and Google released a study which stated 88% of smartphone users and 84 percent of tablet owners conduct local searches. And a report from Bright Local found people were usually willing to drive up to 17 minutes to reach a destination they had searched for.
And there should be dozens of other studies.
So, as internet continues to connect our society, it will only become more and more important that business owners use this technology to their advantage. Even owners who can't possibly sell their goods online need to have any strong Internet presence.