• Benjamin Bruarøy


Updated: Dec 27, 2019

The combination of mobile devices, social media, and local search is giving internet marketing a huge advantage. What couldn’t be done some years ago, is now a very effective way of marketing and reaching customers. It’s possible to reach customers by location, which can be a very good way for local businesses to reach their audience.

If we go back 20 years, mobile devices were not the same as they are today. They were very basic. You could call, send SMS and play snake or some other very low-pixel game. Color-screen was not a thing, and a cellphone did not have as high of expectations as it has today. I even remember my mom saying she would not get a cellphone, because she didn’t need it. She could not be more wrong. Cellphones are not just cellphones anymore, they are smartphones. We got so many different applications and functions, and what we actually carry around in our pockets are small computers with GPS possibilities. Almost everyone carries a cellphone with them all the time, and this is becoming very practical especially for marketers. People are also logged into different social media and are communicating in real-time constantly, all over the globe.

Internet marketers closely monitor new trends and technological development in devices. New features can be an effective way of marketing. That’s what's going on with mobile devices, social media, and local search today. The inbuilt GPS functions of smartphones let social media and applications know your exact position. A function like that is perfect for someone trying to target a group of people in a given location. If you think about it, so many applications ask their users to allow them to “know their position”. Knowing information about people's location is a very functional aspect of digital marketing. Not only is it a great way of reaching specific customers, but it’s also a much cheaper way of marketing compared to traditional marketing. All this is made possible through local search, mobile devices, and social media- and how they have merged and developed together.

Snapchat is one very good example. Snapchat is a social media platform, with over 190 million daily active users (according to It’s an application for mobile devices, and almost everyone I know with a smartphone has snapchat installed on their phone and is an active user. In 2017, Snap Map was released. A function in the app, which were based on GPS. It allowed the users to browse through a map, and see stories from all over the world. They could also see where their friends were located (if their friends activated this function). These are of course great features for the users, but even greater for marketers. Now, Snapchat knows the location of millions of users, which is a golden market for local companies.

It’s many ways companies can use Snapchat to reach out to potential customers. They can use their companies Snapchat account, publishing public stories at their location (which will appear on the map). Or they could pay Snapchat to get their own “geofilter”, which is a filter that pops-up for users in a specific location and can be used as an addon on their pictures. They could also register their business location for free on Snap Map, making it available for all the users browsing Snap Map in that area. As you probably understand, social media, mobile devices, and local search are connected in many ways, and it’s definitely a developing trend in digital marketing. It covers a wide range of marketing opportunities, and the journey has just started.

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© 2019 by Benjamin Bruarøy.