Creating Success With Visitors

The recent hard economic times have made things tough on the travel and tourism industry.  Things like vacations and leisure travel are some of the first items cut from stretched budgets.  But there is new research that shows that there may be a light at the end of the tunnel.

• Almost three quarters of people surveyed said they planned on some kind of leisure travel over the next year.
• On average, Americans have planned on taking 3 trips in the next
  12 months
• Nearly half planned on taking at least 2 trips
• Only one in four planned on traveling internationally
• Nearly three-quarters of Americans said that travel websites were their top source of information
• Over half said they based decisions on conversations with friends
  or acquaintances
• 20% reported using social media to find destinations

 

What Does This Mean To You?

You don’t have to be a hotel, resort or theme park to depend on tourism to be successful.  Visitors can also be the life-blood to many restaurants, transportation companies and local merchants.  While refreshing, especially in Central Florida, to see people traveling again – you need to think about how visitors will find your business.  If they are going online to research destinations, they will probably go there to find other businesses to patron.  If travelers are relying on word of mouth, odds are that testimonials and social media comments may sway their opinions.  Visitors may not make up a huge percentage of your business, but they could be an untapped resource.  For more information on expanding your businesses sphere of influence, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor
407-420-5702
afiala@orlandosentinel.com

Source: Equation Research

Mobile Search Increases Engagement

The reason why mobile is important is more than just how many people are using mobile devices – it’s the why they are using them.  Starting with the fact that 49% of consumers have made a mobile purchase in the past 6 months.

• 84% have looked for local retailer information online
• 82% find online retailers
• 73% look for specific manufacturer or product websites
• 71% learn about products or services because of a mobile ad
• 68% search for a best prices
• 63% search before making an offline purchase

What Does This Mean To You?
Are you ignoring nearly half of your potential customers?  By not marketing yourself on mobile devices, you are missing out on a large audience.  Mobile marketing makes it easier for potential customers to find, shop and buy your goods & services.  For more information on what mobile solutions are right for you, please contact your Orlando Sentinel Media Group Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source: Center for Media Research

Impacts of the Mobile Search

The amount of people using mobile devices to search the internet continues to climb.  A new study shows us that  57% of people use the mobile web at least once a day and over three quarters use mobile search 5 or more times per month.  Also it shows us how consumers feel about mobile internet use.

• Three-quarters said mobile search makes their lives easier
• Over 60% said  mobile web use has changed the way they
  gather information
• 32% said they use mobile search more than search engines on their computers
• More than 8 in ten used mobile search in the evenings
• Nearly 60% said they used mobile search before work
• 61% said they used mobile search engines while at work

What Does This Mean To You?
Is your site optimized for mobile?  With so many people searching the
web on mobile devices, it’s imperative that you not only have a mobile optimized site but you market yourself on mobile platforms.  Recent
research shows us that mobile websites are 80% more successful than
standard websites viewed on mobile devices.  For more information
on mobile tools that can make you more successful, please contact your
Orlando Sentinel Media Group Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Sources: Center for Media Research; EMarketer

Consumers Using Mobile For Product Research

Mobile is rapidly becoming a research tool for shopping.  Whether it’s search, UGC, or social media – over 60% of consumers started their purchase path on a mobile device.

How consumers use their mobile devices in product research

• Checked for sales & specials: 33%
• Looked up store information: 33%
• Checked product rankings & reviews: 32%
• Looked up competitive pricing on Amazon: 31%
• Browsed online store for products of interest: 31%

 What This Mean To You?
Plain & simple, you need to utilize mobile marketing.  Consumers are using mobile devices for researching, shopping and paying for goods & services. You need to make it easy for consumers to find you and shop on mobile devices.  Mobile optimization is just the first step.  From permission based SMS campaigns to QR codes, mobile sponsorships and even apps – there are many ways you can grow your business with mobile.  For more information on how you can move your business into the mobile space, please contact your Orlando Sentinel Media Group Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source: PowerReviews

Search Is Imperative To Consumers

Consumers have numerous resources available to them when researching products.  But the place most of them start the process is with search.

Where consumers start their online research

• Search engine and look for top results: 57%
• Brand’s sight because of reliable information: 20%
• Retailer’s site to compare brands under one umbrella: 18%
• Social networks like Facebook for recommendations: 35%
• Pose a question on Twitter :1%

What This Mean To You?
Consumers view search engines as their decision starting place.  To benefit from this activity, you need a SEO program in place.  If customers don’t know who or where you are, they can’t buy your goods & services.  SEO success means higher store traffic and more potential sales.  For more information on how you can gain a competitive search advantage over your competition, please contact your Orlando Sentinel Media Group Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source: Emarketer

Social Media Influences Brand Perception

New research from Knowledge Networks shows us just how much social media is influencing the way consumers learn about products.  In the U.S., 38 million people age 13 to 80 are influenced in various ways by social media. 
Across the country this year:

• 23.1 million people will discover new products through social media (+22% from last year)
• 22.5 million consumers will learn  about unfamiliar brands using social media (+9% from last year)
• 17.8 million people will be strongly influenced in purchase decisions by social media (+19 from last year)
• 15.1 million consumers will refer to social media before making a purchase (+29% from last year)

What Does This Mean For You?
You need to have a social media strategy.  This strategy should go beyond just putting up a Facebook page or launching a twitter feed.  Decide how you are going to tell customers about your social media presences.  What tools are you going to use to extend their customers engagement? What are you  going to do once customers are “liking” or “following” you.
For more information on how to make the most of your social media offerings, please contact your Orlando Sentinel Media Group Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source: Knowledge Networks

Search on Smart Phones Builds Business

Search engines are the most often types of mobile websites visited by smart phone users according to a study by Google/Ipsos.  77% of smartphone users went to a search engine on their mobile device.
But what actions did that lead to?

• Nearly 70% visited a business
• Over two-thirds continued doing research
• Almost 60% of the time it lead to a discussion with others
• Over one half of the time it resulted in some type of purchase

What Does This Mean To You?

Mobile consumers and smart phone users are action oriented.  They are actively searching for information & businesses.  More often than not, these searches lead to purchases.  It’s important that your business has a search strategy in place.  For more information on how SEO can bring you more customers. please contact your Orlando Sentinel Media Group Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source: Google/Ipsos

Smart Phones – Much More Than A Calling Device

We all understand how easily smart phones can become integral parts of our lives.  According to a study from Google/Ipsos 89% of smart phone owners use their phones every day.

Besides making calls, just how are people using their smart phones during an average week?

• 81% browse the internet
• 77% used a search engine
• 68% used an app
• 48% watched videos

Why Is This Important To You?

Smart Phone users are heavy digital media consumers and show just how important digital solutions are to you getting the results you need.  Apps, mobile micro-sites and permission based SMS can grow you business and give you a competitive edge.  Don’t forget about video and SEO, with as many people using their smart phones for watching video and search – these should not be afterthoughts.  For more information on how your business can benefit from mobile cappabilities, please contact your Orlando Sentinel Media Group Representative or:
Lisa Mercer
Orlando Sentinel Media Group
407.650.6572
llmercer@orlandosentinel.com

Source: Google/Ipsos