Three Lessons from the Dex Media/YP Merger

For Dex Media and YP to become DexYP, they had to teach one another three lessons that every business in the local space should know: the primacy of distribution, the fallacy of stagnation, and the inevitability of market consolidation.

How Facebook Finally Reconciled Commerce and Connections

The social media giant recently rolled out a suite of new experiences for Facebook Pages — most powered by third party technologies. These collaborations mean more engagement, visibility, and revenue for the companies that provide them; but what does it mean for Facebook?

Imagining a Local Search Pathway for Snapchat

Snapchat may be considered by many to be “the next Facebook,” but its approach to social media and interactions couldn’t be more different. From its emphasis on moments to the uneasiness the founders have with ad personalization, the company is certain to blaze a trail all its own the the local space.

Why Local Businesses Should Embrace Google’s New Rich Answers

If you’re concerned about attracting customers through SEO content, you likely have mixed feelings about the recent enhancements made by Google to improve user experience. But here are three ways that Rich Answers can actually improve the quality of your web traffic.

How Local Publishers Can Make the Most of Non-Local Traffic Surges

When local stories go viral, the often do so at the expense of local advertisers who see no added value in this influx of poorly targeted leads. So how do local publishers benefit from the periodic bonanza of visiting traffic without alienating their base?

Displacement and Measuring the Unknown in Multi-Device, Multi-Channel Marketing Attribution

Now more than ever, conversions are the metric used to measure the value of every pit stop along the customer journey as it moved across multiple devices and channels. Displacement-based attribution strategies help marketers stay in step with consumers.

For Brick and Mortar to Beat Ecommerce, It Takes Mind, Body, and Spirit

While many onlookers think that increased comparison shopping, faster and cheaper delivery options like drones, and the convenience of shopping at home equal doom for physical stores, the reality is that the economy (like the people behind it) is largely driven by the irrational.

Labor Issues Aren’t the Only Hazard in Uber’s Business Model

Uber-for-X innovators and investors be warned: several elements of Uber’s market inoculated it against three hazards associated with the single service model: Trigger Infrequency, Customer Loyalty, and Market Density.

The Conscientious Consumer: A Disruption Opportunity in Local On-Demand

As innovators sacrifice worker interests on the altar of consumer satisfaction and gain market dominance, here are three growing vulnerabilities they should look out for…

Like Other Local Services Marketplaces, Amazon Will Have to Balance Competing Interests

Anyone in the local services industry could be forgiven for worrying about Amazon as an intimidating competitor. But for all of Amazon’s Goliath brand dominance in retail, it faces the same complex challenges that the rest of us face when it comes to the services industry…

Lessons Learned From the Call Analytics Trenches

It may be a long time before the true value of call analytics data is fully realized, but I’ve been recording the digital marketing revolution one (often uncertain) hello at a time…

Marketing to the ‘Happy’ Majority of SMBs

The local search industry needs to offer more responsive solutions for the average small business owner. The industry can’t simply drive more leads — it has to drive more, better-qualified, and better-paying leads at profit margins that incentivize buy-in from a business consumer that demands all or nothing. Only by catering to the “disconnected and contented majority” can the industry push itself to the highest standard of usability and convenience…