As individuals increasingly depend on services and apps for navigating their surroundings, local discovery is becoming more vital for search marketers who want their businesses to be easily found online. As mentioned by Boris Zilberman earlier this year, users aim to be “immersed in their platforms” and seek services that provide immediate answers to their needs.
While platforms like Google Now and Siri are aimed at offering extensive information ranging from personal inquiries (“What time does my flight leave Friday?”) to general information (“What is the best place to get sushi near me?”), local discovery services focus on suggesting activities nearby, even for undecided users (“What can I do Friday night?”).
### Local Discovery Apps and Services
One notable service is Sosh, which recently secured $10.1 million in funding. Sosh uses personalized recommendations to suggest activities based on user interests, describing itself as a “personal concierge for your life.” This aligns with the platform immersion that Zilberman emphasized. Users now expect their technology to help them manage their lives and keep them entertained.
Sosh provides event recommendations based on location, user demographics, behavior, and social connections. Currently available in New York City and San Francisco, Sosh is one of several local discovery services that help users find enjoyable activities.
Another service, Gravy, asks users what they are in the mood for, making its recommendations more personalized. Gravy is available in most major markets, including Kansas City, and features a mood filter as well as an option to view trending events. It allows users to sort by event type, with a “Free & Discounted” channel catering to those on a budget. The primary users of local discovery apps are aged 18-40, with a high adoption rate among individuals aged 21-41.
### What Does This Mean For Marketers?
Local discovery is a crucial niche for marketers to ensure their events are visible. Both Sosh and Gravy allow event submissions and compile recommendations from various sources like online calendars, newspapers, and RSS feeds. Sosh employs city curators to personally find and add events, as well as tastemakers — local influencers who highlight activities.
For marketers, cultivating relationships with local discovery curators and influencers is essential as these services gain popularity. Advertising opportunities on these platforms are likely to expand, with Gravy already offering sponsored channels and Sosh’s investors anticipating revenue streams from advertising.
To excel in local discovery, businesses should maintain a well-optimized website for both mobile and web, provide an accessible event calendar, and maintain a consistent presence on popular event calendars, business listings, and review sites. Missing business listings can cost local businesses substantial revenue annually, underscoring the importance of a robust local search presence combining social and algorithmic recommendations.
