Unless they spoke Japanese, most of the 60 or 70 attendees at the Squamish Chamber of Commerce luncheon learned a new word this week from Hugh Foster, a digital sales and media consultant with Glacier Media.
The word is "otaku," and it means "people with obsessive interests." They're the sort of people whose opinions should be the most sought-after by businesses who want to make an impression on customers through online marketing, Foster told attendees at the monthly Chamber luncheon on Tuesday (May 17) at Pepe and Gringo's.
Speaking about Apple, which recently surpassed Google as the world's most valuable brand, Foster said, "What they know is that people with obsessive interests love remarkable companies. And Apple prides itself on making remarkable products."
He said "remark" is the key component of the word, and it's online remarks from those same "otaku" that can make all the difference for small businesses. Tools such as Weblocal.ca, which Glacier Media -owners of The Chief and dozens of other community newspapers across Canada -is promoting in its markets, including Squamish, are designed to do just that, Foster said.
According to the site, "Weblocal.ca is a leading-edge local search site, the destination of choice for users looking for businesses in their local communities and elsewhere. Users visit Weblocal.ca to find a local business, product or service, to rate them, and share with others their experiences."
Foster said the tool is designed to serve both business and customer. Online business profiles, he said, can be modified and expanded at any time, allowing business owners to share their products and services with their customer base. At the same time, "Weblocal helps people evaluate products and services and share their finds with family and friends," Foster said.
And there's little question customers are increasingly turning to online sources to find local businesses. Foster said recent statistics show that 82 per cent of the population uses the Internet to find local businesses, and 69 per cent of customers trust online reviews as much as they do personal recommendations.
It's also important for businesses to be found by those who search for their product or service on Google, which bases a user's search parameters not only on a person's location but also on one's previous searches even what browser you're using.
"What Google wants to do is only show you the sites that are going to be relevant to you," Foster said, adding that that's another reason Weblocal can help businesses reach their prime customer base.
