State of Mobile 2017: Insights That Will Boost Engagements and Sales

Only two years ago, consumers engaged more with brands through corporate pages and profiles than local business pages.

Today, 85% of consumer interactions occur on location specific assets (pages, reviews, maps) due to the dominance of mobile. This represents a dramatic shift in how you should be engaging with consumers in order to drive them to your stores and restaurants. This is one of the many insights we've put together in our State of Mobile report.

We worked closely with our network partners and clients to create a benchmark of the current state of mobile consumer behavior. It includes in depth analysis and data-driven strategies relating to:

• Local VS Brand marketing
• Network partners such as Google, Facebook and Yelp
• Data accuracy and it's impact on your business

The Fight for Relevance in the Customer Lifecycle

The entire customer lifecycle plays out on just a few, select network properties.

Today, over 80% of consumer time on mobile devices is now spent on the apps, websites and properties of 5 companies: Facebook, Google, Apple, Yelp and Bing. For everything from seeing an ad, to looking for directions, to reading a review or posting a comment; these companies are the definitive intermediaries between consumers and your brand.

These tech behemoths have come to understand that the network that is the most helpful to consumers will be the most used (thereby attracting the most media dollars). This is creating a fight for relevance throughout the consumer lifecycle.

Over the years of working with these networks on behalf of some of the largest multi-location brands in the world, our team has garnered exclusive insights into what works and what doesn't.

Our Competitive Advantage Becomes Yours

As a trusted partner of Facebook, Yelp, Apple, Bing, Instagram, Waze, Snapchat and Google, we have a unique view into the conversations between consumers and these networks.

Along with our network insights we gathered anecdotal stories from our clients about the rapid changes happening in their typical customer journey. From this vantage point we were able to build theories relating to the evolution of the consumer journey. The next step was proving our theories with real data. In order to do so we aggregated and analyzed data from 50 clients, across a 6 month period, totaling over 400 million impressions.

Turning Stories into Data-Driven Strategies

This report deconstructs and shares these findings, comparing and contrasting businesses and industries. In addition to providing a benchmark, we also offer insights multi-location brands can use to:

• Justify mobile marketing budgets
• Better align marketing strategies around consumer trends.

The overarching objective is to help you better understand how your business should approach your digital presence as consumers demand more engagement from their nearest local store, branch, restaurant or showroom.

Here is a quick taste of what you can find in the full report:

• 56% of all offline sales are influenced by mobile and shows no signs of slowing down.First and foremost on your mind should be embracing the trend that new customers are only going to find you on their mobile devices
• 67% of consumers say they lose trust in a brand if inaccurate location information is provided online.Accuracy matters and through our data we found that a staggering 94% of location data was inaccurate
• 25x more impressions taking place on location specific Facebook pages than on corporate (brand) Facebook pages.The only way to get significant exposure on mobile is to leverage local assets as the first line of engagement.

There's no question that being successful as a multi-location brand in today's mobile-first world can be challenging.

We believe that this report will provide you with key insights enabling your brand to become more competitive and achieve greater sales growth.