Location-Based Search Disrupts Brand-Centric Theory of Marketing

Building a brand will never stop being essential for companies with brick-and-mortar locations hoping to secure the dollars of nearby consumers. But a new report from location marketing firm Uberall suggests the rise of location-based or “near me” search is undermining the power of branding alone, increasing the importance of optimizing for searches in which consumers are simply looking for the closest, most convenient option while on the go.

Of course, the rise of “near me” searches, which are skyrocketing in number year over year, does not mean brands should stop trying to make a name for themselves. McDonald’s wants to stand out among competitors when a driver tells Google Assistant to locate “burgers near me.”

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