Every passing day brings new stories about advancement in the realm of self-driving vehicles. Just this weekend, Ford announced that it had appointed the head of its autonomous vehicle unit to the CEO post (Automotive News, subscription required). Now that a pillar of the auto industry has made a major step to prying our fingers off the steering wheel, how should marketers respond?
Here’s an eye-popping stat: since 2011, Google searches including the phrase “near me” have increased 34 times. Not 34 percent, but 34 times. I read this figure as a nail in the coffin of distinct and discrete mobile and local strategies. Put another way, your brand has a mobile and a local strategy whether you’ve planned it or not. Brands need to prepare for the inevitable “gotta have it now” factor across channels.
Some other tasty stats from the article:
50% of people who conduct a local search on their phone visit a store that day
Roughly a third of those searchers buy that day as well
About half of people searching for a restaurant do so within 30 minutes of going out
Searches differ by day and time of day as well:
I wonder, do people search for liquor stores before or after hotels on a Saturday night?