|By Melih Oztalay||
|October 21, 2013 08:13 AM EDT||
Gas Station and Convenience Store Owners Need to Keep Pace with Search to Reach Local and Mobile Consumers
BIRMINGHAM, MI, October 22, 2013 – Today’s world moves faster than ever. Fuel, whether gasoline or coffee, is a daily necessity to keep consumers moving. When it comes to deciding where to fuel up, on-the-go mobile consumers make split-second decisions based on proximity, reliability, and value. Now, take a market saturated with competitors and pair it with tech-savvy shoppers, and gas station and convenience store owners have a significant marketing hurdle. More than ever, gas station and convenience store owners need to use a multi-channel marketing approach to capture and retain consumers on the digital front.
Can anyone find you in the search results?
The prevalence of mobile technology has allowed consumers to access information on things they need whenever they need it, wherever they may be. A recent article published by Search Engine Watch reported that, “Ninety percent of all searches on mobile related to gas and convenience stores resulted within a purchase. Of that, 35 percent of smartphone users intend to buy immediately; 66 percent intend to purchase within the hour.” The study can be interpreted by gas station and convenience store owners that being found in a search for “gas stations” is more likely to result in a direct purchase within one hour of the search itself.
Melih Oztalay, CEO of SmartFinds Internet Marketing, stresses the importance of being seen in the search results. He comments, “Much of our summer research has shown many of the local business listings for gas stations or gas stations and convenience stores to not have sufficient information to be displayed in the search results.” He also points out, “Equally, many of them do not include sufficient marketing materials for promotions, rewards programs, credit card offers, and the like for a consumer to make a decision between one store location and a competitor. These shortfalls reduce the competitive edge of an individual location, and thereby lose the business that is obviously searching while they are on the road.”
Businesses can’t exist on mobile apps alone
While gas station and convenience store owners can benefit significantly from associating with a mobile application, SmartFinds contends that it’s no longer enough to be tied to a single source marketing channel. Regardless of industry or business category, store owners should not be so quick to assume that merely consumers owning a mobile device is in direct relationship to the use of a specific app.
Independent research conducted by SmartFinds has shown that many merchants are still missing the opportunities online local business listings have to offer. Owners are under utilizing or neglecting this tool altogether, and consequently, not showing up on major search engines or even on Google Maps. “We were equally surprised to find in our research that gas stations and convenience stores were not paying attention to consumers searching in search engines. Though there are 300,000 searches per month for the term “gas stations” on Google, merchants erringly focus their attention on mobile app based social communities to drive sales instead of both channels,” said Mr. Oztalay.
According to Search Engine Watch, “Eighty percent of mobile searchers in this category are looking for gas and convenience within a 5-mile radius. The majority (55 percent) seek location info and 34 percent look for directions.” If a gas station or convenience store owner has not claimed and updated their business listing information on any search engine sites, how can they expect to be found in the first place? Business owners need to work with marketers who understand how to effectively strategize and optimize their local presence on both web and mobile. Merchants who have an accurate and consistent profile across multiple sources have a better chance of gaining customers and conversions.
The stars do matter
Not only do merchants need to establish their presence on the web and mobile, but they should also focus on maintaining a positive one when they get there. When issues arise, they need to act swiftly to mitigate any fallout from a bad customer experience. This past June, Search Engine Watch shared the results of a consumer review survey which showed that, between 2011 and 2013, there was a 10 percent increase in the number of consumers reading local business reviews. Mr. Oztalay confirms, “Research since 2011 continues to validate that even if you are found, even if you have marketing materials in your listings, if you are not managing the ratings and reviews, a consumer will not walk in the door.”
The Search Engine Watch article further noted, “What is good news for local businesses is the fact that not many people are just reading the first review for a local business. More than 60 percent read between two and six online reviews before they form an opinion on the business.” Of course, managing an online reputation effectively takes considerable time and effort. These are elements busy merchants often struggle with, but with the assistance of an innovative marketing partner and well-planned marketing strategy, the desired results are achievable.
How SmartFinds can help
SmartFinds partners with clients to find marketing strategies that bring more customers through their store doors. SmartFinds differentiates itself from other firms who may be specifically supporting in-store and customer experience marketing efforts. SmartFinds has an affordable multi-channel marketing program to suit the individual needs of gas station and convenience store owners. The SmartFinds approach is unique in that it focuses on strategic marketing processes and not just technology tasks alone.
SmartFinds can help business owners with:
• On-going marketing management at the Top 10 websites covering Search Engines, 411 Websites, Mapping/GPS Websites, Social Communities, and business directories, as well as syndication to over 200+ websites.
• Managing a store’s landing page marketability
• Managing consumer ratings and reviews
• Store-level geo-social media marketing
• Keyword ranking reports for the location’s city as well as 3-5 surrounding communities
You can learn about additional, included marketing activities and tasks not listed here by reaching out to SmartFinds directly. Contact SmartFinds today for further information and let us know how we can help your gas station or convenience store thrive. Visit http://smartfindsmarketing.com/marketing-businesses-locally/gas-station-convenience-store-marketing/. For credits/source information mentioned in this article visit: http://smartfindsmarketing.com/marketing-businesses-locally/gas-station-convenience-store-marketing/.
About Smartfinds Internet Marketing
Smartfinds Internet Marketing provides innovative, personalized web marketing strategies and services. We strive to help customers navigate the web marketing and advertising world through education, consultation and result interpretation. As your partner, we research, develop a plan, and manage its execution. Web marketing is an intricate process and we help you interpret and understand the results every step of the way. Smartfinds is headquartered in Birmingham, MI and houses over 25 years of marketing, advertising and internet experience. Smartfinds’ broad client experiences with websites, web advertising campaigns, and web marketing strategies include larger corporations like Compuware, Delphi, Flagstar Bank, Guardian Industries, McCann Erickson, Penske Automotive Group, Soave Enterprises, Wendy’s, Ziebart and others. To learn more visit www.smartfindsmarketing.com or call (866) 501-5758.
You can learn more of this web marketing agency in this PDF about SmartFinds Internet Marketing.
Smartfinds Internet Marketing
Fax: (866) 501-5758
Email: [email protected]
Join IBM November 2 at 19th Cloud Expo at the Santa Clara Convention Center in Santa Clara, CA, and learn how to go beyond multi-speed it to bring agility to traditional enterprise applications. Technology innovation is the driving force behind modern business and enterprises must respond by increasing the speed and efficiency of software delivery. The challenge is that existing enterprise applications are expensive to develop and difficult to modernize. This often results in what Gartner calls...
Oct. 28, 2016 11:30 AM EDT Reads: 147
Although it has gained significant traction in the consumer space, IoT is still in the early stages of adoption in enterprises environments. However, many companies are working on initiatives like Industry 4.0 that includes IoT as one of the key disruptive technologies expected to reshape businesses of tomorrow. The key challenges will be availability, robustness and reliability of networks that connect devices in a business environment. Software Defined Wide Area Network (SD-WAN) is expected to...
Oct. 28, 2016 11:00 AM EDT Reads: 2,271
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
Oct. 28, 2016 11:00 AM EDT Reads: 358
Bert Loomis was a visionary. This general session will highlight how Bert Loomis and people like him inspire us to build great things with small inventions. In their general session at 19th Cloud Expo, Harold Hannon, Architect at IBM Bluemix, and Michael O'Neill, Strategic Business Development at Nvidia, will discuss the accelerating pace of AI development and how IBM Cloud and NVIDIA are partnering to bring AI capabilities to "every day," on-demand. They will also review two "free infrastruct...
Oct. 28, 2016 10:32 AM EDT Reads: 212
The Internet of Things (IoT), in all its myriad manifestations, has great potential. Much of that potential comes from the evolving data management and analytic (DMA) technologies and processes that allow us to gain insight from all of the IoT data that can be generated and gathered. This potential may never be met as those data sets are tied to specific industry verticals and single markets, with no clear way to use IoT data and sensor analytics to fulfill the hype being given the IoT today.
Oct. 28, 2016 10:30 AM EDT Reads: 2,953
@ThingsExpo has been named the Top 5 Most Influential M2M Brand by Onalytica in the ‘Machine to Machine: Top 100 Influencers and Brands.' Onalytica analyzed the online debate on M2M by looking at over 85,000 tweets to provide the most influential individuals and brands that drive the discussion. According to Onalytica the "analysis showed a very engaged community with a lot of interactive tweets. The M2M discussion seems to be more fragmented and driven by some of the major brands present in the...
Oct. 28, 2016 09:15 AM EDT Reads: 11,628
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, will discuss how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team a...
Oct. 28, 2016 08:00 AM EDT Reads: 930
Personalization has long been the holy grail of marketing. Simply stated, communicate the most relevant offer to the right person and you will increase sales. To achieve this, you must understand the individual. Consequently, digital marketers developed many ways to gather and leverage customer information to deliver targeted experiences. In his session at @ThingsExpo, Lou Casal, Founder and Principal Consultant at Practicala, discussed how the Internet of Things (IoT) has accelerated our abil...
Oct. 28, 2016 08:00 AM EDT Reads: 3,531
19th Cloud Expo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterpri...
Oct. 28, 2016 08:00 AM EDT Reads: 5,095
SYS-CON Events announced today that Streamlyzer will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Streamlyzer is a powerful analytics for video streaming service that enables video streaming providers to monitor and analyze QoE (Quality-of-Experience) from end-user devices in real time.
Oct. 28, 2016 07:15 AM EDT Reads: 1,120
You have great SaaS business app ideas. You want to turn your idea quickly into a functional and engaging proof of concept. You need to be able to modify it to meet customers' needs, and you need to deliver a complete and secure SaaS application. How could you achieve all the above and yet avoid unforeseen IT requirements that add unnecessary cost and complexity? You also want your app to be responsive in any device at any time. In his session at 19th Cloud Expo, Mark Allen, General Manager of...
Oct. 28, 2016 07:15 AM EDT Reads: 1,122
Established in 1998, Calsoft is a leading software product engineering Services Company specializing in Storage, Networking, Virtualization and Cloud business verticals. Calsoft provides End-to-End Product Development, Quality Assurance Sustenance, Solution Engineering and Professional Services expertise to assist customers in achieving their product development and business goals. The company's deep domain knowledge of Storage, Virtualization, Networking and Cloud verticals helps in delivering ...
Oct. 28, 2016 07:00 AM EDT Reads: 1,174
Intelligent machines are here. Robots, self-driving cars, drones, bots and many IoT devices are becoming smarter with Machine Learning. In her session at @ThingsExpo, Sudha Jamthe, CEO of IoTDisruptions.com, will discuss the next wave of business disruption at the junction of IoT and AI, impacting many industries and set to change our lives, work and world as we know it.
Oct. 28, 2016 07:00 AM EDT Reads: 612
SYS-CON Events announced today that 910Telecom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and ...
Oct. 28, 2016 07:00 AM EDT Reads: 3,788
The IoT industry is now at a crossroads, between the fast-paced innovation of technologies and the pending mass adoption by global enterprises. The complexity of combining rapidly evolving technologies and the need to establish practices for market acceleration pose a strong challenge to global enterprises as well as IoT vendors. In his session at @ThingsExpo, Clark Smith, senior product manager for Numerex, will discuss how Numerex, as an experienced, established IoT provider, has embraced a ...
Oct. 28, 2016 06:45 AM EDT Reads: 1,278
Cloud based infrastructure deployment is becoming more and more appealing to customers, from Fortune 500 companies to SMEs due to its pay-as-you-go model. Enterprise storage vendors are able to reach out to these customers by integrating in cloud based deployments; this needs adaptability and interoperability of the products confirming to cloud standards such as OpenStack, CloudStack, or Azure. As compared to off the shelf commodity storage, enterprise storages by its reliability, high-availabil...
Oct. 28, 2016 06:15 AM EDT Reads: 1,311
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...
Oct. 28, 2016 06:00 AM EDT Reads: 2,201
The Quantified Economy represents the total global addressable market (TAM) for IoT that, according to a recent IDC report, will grow to an unprecedented $1.3 trillion by 2019. With this the third wave of the Internet-global proliferation of connected devices, appliances and sensors is poised to take off in 2016. In his session at @ThingsExpo, David McLauchlan, CEO and co-founder of Buddy Platform, discussed how the ability to access and analyze the massive volume of streaming data from millio...
Oct. 28, 2016 05:00 AM EDT Reads: 3,208
In the next forty months – just over three years – businesses will undergo extraordinary changes. The exponential growth of digitization and machine learning will see a step function change in how businesses create value, satisfy customers, and outperform their competition. In the next forty months companies will take the actions that will see them get to the next level of the game called Capitalism. Or they won’t – game over. The winners of today and tomorrow think differently, follow different...
Oct. 28, 2016 04:15 AM EDT Reads: 1,168
“Media Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. CloudBerry Backup is a leading cross-platform cloud backup and disaster recovery solution integrated with major public cloud services, such as Amazon Web Services, Microsoft Azure and Google Cloud Platform.
Oct. 28, 2016 04:15 AM EDT Reads: 1,577