David Mihm has written a nice roundup of developments in the local space over the past several quarters at Search Engine Land called “Looking Back At “The Summer Of Local.”
Local is about offline transactions. It’s about plumbers and pizza, but it’s also about products and national brands. There will never be a single moment when local “arrives.” Instead we’ll look back on hundreds of incremental events that have contributed to its development. (Mihm’s post nicely illustrates that and the TMP/comScore data offer a nice snapshot of where the market is today.)
Local also isn’t a silo; it’s a part of something larger for both consumers and advertisers — using the Internet to help make buying decisions and trying to build awareness and influence those (mosty offline buys), respectively.
Screenwerk 