Still shop local how they interact with local businesses and how often they do it. For our analysis, we focused on local interactions on the business profiles on Google My Business - represented by clicks on route planning, website and calls. These local interactions are an interesting metric for two reasons: First,they show how consumers engage with a business. Second, they are an approximation of the actual conversion – a click on directions leads to a store visit, a phone call leads to a booking, etc. By evaluating this huge amount of data, we have gained very insightful insights into the relevance of local marketing. We want to share this with you.
Are you looking for tips and tricks for your marketing in times whatsapp mobile number list of change? Webinar with Popken Fashion Fact more calls and website clicks to local businesses Since the beginning of the pandemic, consumers have increasingly used e-commerce. We initially assumed that this would dramatically affect local buying behavior. In fact, that was the case. But: Local companies were affected differently, mostly depending on the market and industry. (We'll go into more detail about the industries later.) On a global level (industry-independent) we can see for that consumers searched for local companies more often on average than in. However, the growth is mainly due to indirect search queries.
This means that consumers are increasingly looking for the products and services themselves (“bookstore near me”) than for specific brands (e.g. “Thalia near me”). Even more exciting are the changes in local interactions: Despite the pandemic, conversions increased by percent compared to. Customers increased their clicks on directions, the call button or the website: On average, a Google My Business profile received clicks per month, which corresponds to , clicks in corresponds to one year. However, the nature of the interaction has changed. In , consumers could not simply shop at local stores like they normally would.As a result, they were looking for reliable ways to find out about shops and opening times.