Local Search Advertising: The Challenges and Opportunities
Thursday, June 14, 2007 at 1:00 PM EDT
Greg Sterling, Local and Mobile Search Correspondent, Search Engine Land
Webcast Details
“Local Search” has been defined as search on Internet yellow pages and mapping sites. But it can equally be defined as a process by which consumers use the Internet for research to help them make offline buying decisions. In that sense it has broad implications across a range of online categories and vertical segments.
In the past few years, Local Search has been the subject of considerable attention and even hype. And while consumers are already heavily engaged in Local Search, marketers (large and small) are still struggling to figure it out. Just how big is the market for local search advertising — and where are the real opportunities and pitfalls for interactive marketers? In this webcast, industry expert Greg Sterling takes a look at this emerging and complex area of online advertising. He’ll discuss the major competitors, market trends and how traditional media companies are trying to get or stay in the game.
Topics include:
- Who are the current leaders in local search?
- How traditional media and marketers are shifting strategies?
- Why social media and vertical search cannot be ignored?
- Trends and forecasts for the future of local search?
Greg Sterling, local and mobile search correspondent for Search Engine Land, has been tracking and covering local and mobile search for more than 6 years. He is the founding principal of Sterling Market Intelligence, a consulting and research firm focused on online consumer and advertiser behavior and the relationship between the Internet and traditional media, with an emphasis on the local search marketplace.
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