Employees are in fact consumers, and they want what they want, when they want it. And what they want is not limited to the things that their employers care about like cheap flights, hotels and transportation. They want the tools and facilitation to plan travel that works for them personally.
A few years ago, Google first introduced us to the notion of “micro-moments.” These are defined as “intent-rich moments when a person turns to a device to act on a need - to know, go, do, or buy.”
With the overwhelming amount of e-mails and advertising (web, TV, radio, you name it) that we’re exposed to each and every moment, it’s no surprise that more people are choosing to “check out.”
You know how you behave online. You ask the search engine questions and then scan the results, often starting below the ads. You then evaluate the results, clicking on those that seem most relevant, toggling between the written word, image/video and shopping depending on the nature of the question. How often is there local context in those searches? Often.
Given the pressure placed on brand marketers to deliver results, it's surprising that more isn't done to roll out the “local red carpet” for customers. AmericanTowns Media recently conducted a survey, asking:"Why don't more brands engage in local marketing vs. simply ‘geo-targeting’ ads?"