Mobile channel extends local search efforts: SES panelists

By Giselle Abramovich

December 5, 2007

Richard Rosen, CEO of FastCall411

CHICAGO – Despite the growing usage of local search – both online and via mobile device – a vast majority of local listings are outdated and do very little in helping a consumer, thus highlighting the fact that it’s time to transform the local directory. This can be done through mobile efforts.

For local and mobile search, 100 percent of the conversion is offline, according to research done by the Kelsey Group, said a panelist yesterday at the Search Engine Strategies Conference and Exhibition. Also, 40 percent of search inquiries are for local information.

“FastCall411 connects consumers to local merchants like plumbers and mechanics,” said Richard Rosen, CEO of FastCall411. “Of the 250,000 calls that are made using directory assistance or Yellow Pages, two [out] of three calls are to merchants who are not available [mostly due to outdated numbers].”

This is a problem, when 87 percent of consumers state that availability is an important factor when using a local search vendor.

Relevancy, not proximity
However, many of the ones that are available end up being irrelevant to the consumer, causing potential customers frustration instead of satisfaction, Mr. Rosen said. Proximity is the wrong approach to local. It’s all about relevancy.

Local and mobile search data is improperly based, as most of the listings are either expired or irrelevant. This makes it difficult to prospect and sell.

“Think outside the Web,” Mr. Rosen said. “Mobile search is a good way to connect to consumers and answer their questions.”

When looking for local information, consumers want to know where is the nearest, where its available and how to get there and it’s important that companies update their local listings to include this information, according to Manish Patel, CEO of Where 2 Get It  Inc., a specialist in local search for national brands.

Mobile devices are playing a bigger role in answering these questions for consumers, he told the audience of search marketers.

“Before a consumer can look for answers, he or she is going to look for you,” Mr. Patel said. “Make sure the consumer can find you.”

He suggested adding information like store hours, coupons, menu, event calendar and reviews to a marketer’s Web and WAP sites.

NearbyNow is a company that powers search engines for shopping malls. Users can search using their mobile phones and even make a purchase. A receipt is sent to the mobile phone, which is then shown to the sales person at the store. Shoppers can put items on hold as well.

This allows for nearby retailers to target consumers who are actually looking for them. Mobile can help extend this effort, as local retailers have a history of higher spend per visit than online efforts.

“Local shoppers are looking to buy now,” said Scott Dunlap, CEO of NearbyNow. “It is important to make a geographic area completely searchable.”