Mobile Locally

Was talking to a business owner about last week’s column, he agreed about the importance of keeping it local but thought digital advertising wasn’t worth the time it took to manage! This year for the first time in Australia more advertising money would have been placed online than with free to air television. A few years ago this would not have just been thought unlikely, but unbelievable. Business, any size, can no longer sit on the digital sideline expecting their business will survive. You’ve got to get into the game and be an active player. As Charles Darwin said, “it’s not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”
For local owned and operated business it is vital for themselves and the communities they operate in that they respond to the change that is happening. Nearly 2 out 3 Australian mobile phone owners have a smart phone. Just less than 1 in 3 owns a tablet (computer). 42% of smart phone holders have conducted an e-commerce transaction. These figures will only continue to grow. The ongoing rollout of the National Broadband Network and the insatiable demand for mobile content ensures this. By next year Australians will spend more on mobile internet access than wired access. Having a web site is an expectation for business, any size business. However this is just the start, the web site needs to be easily found, ideally on the first page of a Google search. It needs to be mobile friendly, linked with social media, regularly updated and monitored. Yes it does take time to manage or require the services of someone to do it for you. Is it worth it; well if you want your business to survive it is. If we want our communities to provide jobs and the services to maintain our existing quality of life we need to encourage and support local businesses adopt digital marketing. This can be as simple as liking the Facebook pages of local businesses you frequent. Several local businesses with help from the Keep It Local Project are preparing to be active players on the digital playing field. If you’re interested in their progress contact myself; warren@aspirecq.com.