Interactive Local Media Advisory
Survey: Local Search 'Could Alter the Industry'
Greg Sterling , 10/20/2003
The Kelsey Group recently conducted an online survey of search and
directory industry executives to determine their perceptions of
the outlook for "local search." The survey was similar to one conducted
in April 2003 and explores the potential convergence between Internet
Yellow Pages and local search, the expected impact of paid search
on local advertising, and the projected market share of various
digital media, among other issues.
The most important
factor identified by respondents in terms of "defining the future
of 'local search' and its commercial acceptance" was "the sales
channel and customer contact." That was followed by "the content"
and "the speed and relevance of returned results." The survey answers
are very interesting and sometimes even contradictory. But more
than anything, they reflect how rapidly paid search and online directories
are changing and evolving.
Copyright � 2005 The Kelsey Group. All
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penalties under Federal law. The Kelsey Group disclaims all warranties
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any liability for direct, indirect or consequential damages that may result
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