6.15.2008

More Than 40 Speakers Will Present On Local Search And Mobile Marketing At SMX Local

Speakers for this year’s Search Marketing Expo – SMX Local & Mobile are now posted. More than 40 thought leaders and internet marketing pioneers will be presenting July 24-25 in San Francisco. SMX Local & Mobile provides tips, tactics and strategies.


  • Targeting Locals in a Blended Search World
  • Cracking the Code: Inside the Black Box of Local & Mobile Search Algorithms
  • Local & Mobile Paid vs. Natural Options & Tradeoffs
  • Blended Search in a Mobile World
  • Neogeography: Opportunities in Mapvertising
  • Managing a Local/Mobile Search Marketing Campaign

See all of the details at the SMX Local & Mobile agenda.

Speakers at SMX Local & Mobile include a keynote address by Frazier Miller, General Manager of Yahoo! Local. Just a few of the speakers you’ll hear from are:

...and more than 25 others.

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National Brands Marketing Local


As consumers become more sophisticated and targeting and tracking capabilities continue to evolve, local search is becoming a more critical channel for all marketers. In this webcast, analyst Greg Sterling will discuss the latest developments in the Local Search landscape, and how brand marketers – of any size – can take advantage of this evolving channel. The majority of consumer transactions take place offline, yet the Internet influences more of them every day. This is the true opportunity for “local search”: tying consumer Internet research to offline conversions.

Wednesday, June 25, 2008 - 1:00 PM EDT (10:00 AM PDT)

As consumers become more sophisticated and targeting and tracking capabilities continue to evolve, local search is becoming a more critical channel for all marketers. We are, in many ways, in Act II of Local Search. According to a recent comScore study, 82% of Local Searchers follow up offline via an in-store visit, a phone call, or a purchase. Of these, 61% end up making a purchase.

The implications for marketers is significant: how do you track offline conversions that began in an online search? How does a large, national brand take advantage of search at the local level? As consumers become more adept at searching online, how do marketers keep up with the shifting behavior? Are Internet Yellow pages the way to go - or should you consider a combination of print and online advertising to maximize your offline sales?

In this webcast, Greg Sterling will discuss the latest developments in the Local Search landscape and how brand marketers — of any size — can take advantage of this evolving channel.

Greg Sterling, local and mobile search correspondent for Search Engine Land, has been covering local search for more than six 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. He also co-chairs Search Marketing Expo - SMX Local + Mobile.

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6.10.2008

The 3X Local Search momentum

The local search marketplace continues to grow rapidly, at a faster pace than general search. Local Search - more than 1.5 billion queries per month, second most popular activity after email - is at the cross road of several trends in hyper growth mode.

  1. A larger portion of local SMB offline spending is shifting online.
  2. Local search still represents less than 10% of search advertising and could double over the next 5 years with spending projected to grow from $8 billion in ‘07 to nearly $20 billion in ’11.
  3. Lead generation spending is expected to reach $3.6 billion in ‘11


Web search queries have also continuously grown in length and precision, increasingly including geo-modifiers, driving more conversions.


To this point, Greg Sterling’s “Consumer Purchase Funnel” describes pretty well the consumer purchasing cycle from general research in Web search to transactional intent at a local search level.

And bloggers have definitely picked up the trend, with about 27 posts a day trending upward.

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