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.