LOCALCOMM 2017As previously reported, Spotzer was proud to serve last month as a Gold Sponsor of SIINDA’s LOCALCOMM 2017. SIINDA is the leading, Europe based, non-profit association bringing together companies in the search (digital, mobile, print, vertical directories and platforms), information, and telecommunication sectors as well as businesses providing “on demand” services. It is comprised of some of the largest and most influential global leaders in the search and information industry, including Google, Bing, Yext, Uberall, FCR Media, and many more. This year’s conference consisted of three days of dynamic and engaging presentations, including one from Spotzer’s own Chief Digital Officer, Jon Stribling.

The talk was titled “The Next Big Revenue Bucket”, in which Stribling discussed how the next big opportunity in digital is not a new, cutting-edge piece of technology, but rather the ongoing challenge of successfully getting SMBs online. Stribling cited many compelling stats and figures in his presentation, including the fact that 31% of transactions in the USA involve more than one device. That means consumers are researching businesses on their mobile phones and then completing purchases on their desktop or in-store. In order for SMBs to compete both on and offline they must therefore understand the necessity of providing a seamless, consistent experience no matter from which channel they seek to win customers. Yet despite this overwhelming evidence for SMBs to create a cohesive online presence, very few are taking advantage. Some small businesses do not have a website at all, while even more do not have a mobile responsive site. A recent study in the UK showed that businesses without a website were missing out on up to £173,000 per year.

Local advertising is nothing new but SMBs are not making it easy for their customers to find them online. In truth, the solution for a successful SMB digital marketing strategy looks like this:

  • SMBs are online: 50% of customers that perform a local search visit the store within 24 hours.
  • SMBs are mobile: 18% of local mobile searches lead to a sale within 24 hours.
  • SMB are listed: Over 80 million people use Yellow Pages in the US alone every month & Yelp is used by 145 million people globally.
  • SMBs encourage reviews: 84% of users trust online reviews, which is why part of an SMBs citation strategy should focus heavily on ensuring their listings on sites such as Yelp and Google are optimised.
  • SMBs are blogging: A recent study showed that SMBs that blog regularly enjoy 97% more leads, over 400% more indexed pages and open themselves up to the 61% of customers that have purchased something directly from a blog.

It is therefore clear that the next big revenue bucket is not chatbots or drones, it’s about creating simple, effective, easy to understand products that help SMB’s be where their customers are – in an integrated way.


As the Chief Digital Officer at Spotzer, Jon Stribling drives the delivery of cutting-edge digital products for our global markets. Prior to joining Spotzer, Jon worked with digital marketing and advertising experts Sensis and the cloud-based internet technology service Melbourne IT.

If you’re looking to help SMBs achieve an impactful presence online, see how Spotzer can help.