Let’s face it… We are currently living in a world that very, very, few of us have ever experienced. With the state of the economy today, the last folks to experience anything like this would be our Great-great grandparents at the very least. Back during the Great Depression. While we may currently only be in a Recession, it has carried us to the brink, and there we stand. Teetering on the threshold of survival or utter failure. It’s time to get creative!

In order for ANY business to survive today, they simply MUST face facts, and embrace technology. The technology of the Internet Marketing Age. In these uncertain, and ever-changing times, those who reject this change, will unfortunately go the way of the Dinosaur, the Neanderthal, and the DoDo Bird. Extinction is inevitable.

Take a 5 minute walk down the Main Street of Anycity, USA. Do you have enough hours in your day to count the number of people you encounter, with a cell phone plastered to their ear?

Consumers now have more media choices than ever. They also find ways to Block marketing messages and selectively control how they receive your advertising. Consumers today are empowered. They are seeking out relevant business information when they need it or, more importantly, when they are ready to buy. Offline media continues to decrease in popularity. Mobile searches continue to grow, as more consumers have access to mobile devices with Internet browsers and applications (Blackberries, IPhones and Droids).

“As search continues to advance with technology and interactivity, consumers expect more relevance in their searches. Among all local searchers, more consumers than last year expect the businesses in their local search results to be within a closer proximity of their physical location. In 2008, 36 percent of searchers were looking for businesses within six to 15 miles of their home or place of work. According to 2009 results, 42 percent of users want a business within that same distance.” (source tmp directional marketing)

Another huge factor affecting consumer decisions today is Social Media. Sites like Facebook, Twitter, and YouTube are today’s social gathering spots. They have basically become the online versions of the Corner Store, the Local Barbershop, the Local Coffee Shop, the Office Water cooler. The place where folks gather to chat on a regular basis and most importantly , share their day-to-day experiences in the world. Today’s consumers value endorsements and recommendations from fellow shoppers. The convenience and accessibility of the Internet makes researching products and services more efficient. In the past 3 years, consumer-generated ratings and reviews have continued to increase in importance among consumers looking to make purchase decisions.

So as you can see, the market is speaking out as to what it wants. It wants easy, convenient, and specific information about products and services. We live in a society of instant gratification. This is what the Offline business owner MUST supply, or be left at the side of the road. Is your business fully positioned to supply this demand? Is it growing, changing, and flowing with today’s trends?

The Internet has become a primary source of local business information among consumers. Traditional media and fast growing mobile solutions are each relevant in today’s search landscape. Businesses must integrate cross-platform strategies, allocating marketing dollars to the distribution of different media channels. Today’s consumer uses a variety of sources to obtain local business information, sometimes several sources for single purchase decisions. As both innovative and traditional sources continue competing for consumer search traffic, businesses need to develop a complete search presence. Diversify your search marketing to help consumers find you, regardless of how they’re searching.

Do YOU need a Brick N Mortar Solution?

- Steve Harlow