Your investments in branding and national advertising will only be impactful if customers can consistently find you online and at your doorstep. Too often brand campaigns result in missed opportunities, frustrated customers and lost trust in the brand because of bad location data and missing information. To compete successfully in local markets—and to avoid wasting marketing resources—national advertisers must adapt their digital marketing strategies to better align with consumer search behaviors, emerging geo-location technologies and competitive imperatives.
While consumers do seek opinions on brands from friends, family or reviews, when they want a specific product, page or brand web site they use natural search. In fact, according to Forester Research, more than half of all consumers use natural search when they are looking for a product, service or brand.