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Report: Online location search issues are eroding brand trust


Denver -- Consumers are increasingly frustrated with location search, with many losing trust in brands due to outdated and inaccurate data, and even turning to competitor businesses. According to a new research report from location data services provider Placeable, “Be Found: Location-Based Marketing Insights,” consumers are all too often given outdated and incorrect information from search engines, mobile apps, directories and even brand websites.

Key findings in the report, based on a survey of more than 1,000 U.S. consumers and marketers, include:

• 73% of consumers say they lose trust in a brand when the online listing shows incorrect information.

• More than two-thirds (67%) say they lose trust in a brand if they get lost walking or driving to a location because of an incorrect address listing.

• More than 60% of consumers would go to a competitor if they received a special offer while searching for a specific business.

• 55% say they consider it helpful when ads are personalized to their needs and interests.

The survey also found that marketers are outpacing consumers in adopting habits that drive brand engagement, and ultimately, brand growth. Marketers were found to desire more personalized offers from brands, and are adopting mobile habits at a faster pace by more often using their smartphones to find brand location data on the go.

“Consumers are being given the wrong location, wrong operating hours, and a myriad of other misinformation that is leaving them disappointed, angered, and in many cases, turning to competitors,” said Ari Kaufman, CEO, Placeable. “Marketers are not just failing to recognize that consumers are becoming frustrated with local search, they’re missing the connection between bad location data and brand loyalty, and ultimately, brand profit.”

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