it overlaps and intersects with other channels. For example, search results display social media pages that link to websites that may lead to a call or store visit. Other information or results lead to other types of searches, to more refined searches or to the use of new keywords. Local Search Association - Omni-channel Local Search Association: Omnichannel Search The problem businesses face is the need to anticipate a consumer's buying journey so that they can reach a consumer at the right time and in the right place. Many tools have been developed to find consumers using data, including location and search terms.
Yet, after reaching a customer, a big part of the action is leading them down a linear path, even if that path involves multiple channels or media. For example, a consumer successfully targeted with a mobile ad could then be directed to a coupon in an effort to entice the consumer fax number list to use it in the store. Today's consumers each go their own way. And they're not going to compartmentalize their journey into bite-sized experiences segmented by medium or channel. They demand seamless experiences across different devices, channels, media, and people.
They want you to provide information they feel is useful at the time, and not be pushed down a fixed path to purchase. Google reports that 75% of shoppers who find local retail information useful in search results are more likely to visit stores. And instead of worrying about in-store shoppers using mobile phones to compare you to your competition, embrace it. Seventy-one percent of shoppers who use smartphones to conduct in-store research say it's an important part of the experience. And shoppers who buy online and