Consumers go online all the time to search for local businesses, but a study shows many retailers are not showing up on the major online services shoppers use. To be omnipresent, retailers need to connect their national brand-awareness advertising with local marketing strategies. There’s been a lot of chatter about omnichannel marketing over the last few years, yet most of it misses the mark for retailers with multiple locations or service areas. One of the persistent challenges faced by these types of organizations is bridging the gap between their national (or global) and local-marketing strategies. National advertising, while great for brand awareness building, does very little to help individual outlets acquire and retain customers in their local markets. Without being easily discoverable—in a consistent and engaging way—across the various media channels and devices available to local audiences, businesses have lost the omnichannel race before it even began. Consumer behavior has changed, and business discovery and selection has changed along with it. People aren’t going to websites anymore for their local business needs, and the stats around local shopping on search engines are surprising. Google has noted that 46 percent of all searches on Google are seeking local information, and 97 percent of consumers have searched online to find a local business. Click Read More below for additional information.