Mobile’s End Run: Moving from Search to Action (video)

One important trend we’ve followed closely is the compression of local search. Instead of search queries, results pages, links, listings and reviews, we’re seeing an end-run directly to the action.

Driven by macro-factors like smartphones, immediacy-oriented millennials, and the on-demand movement, this trend plays out through mobile apps, social media action buttons, and more recently, conversational commerce.

This shift towards action was also the topic of a recent conference panel we held, examining many of the drivers and potential outcomes. One thing is clear: it will be all about local offline action… the question is ‘how?’.

Watch the session in full below.

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Related: We’ll discuss conversational commerce and the overall trend towards user action during a session at next month’s BIA/Kelsey ENGAGE. Use the discount code “engageMB” when registering.