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.