Voice Search Is The New Norm?!

Voice Search is the New Norm?!

Voice Search is the New Norm?! There's No Time for Skepticism. With Bernadette Coleman, CEO Advice Local This is the latest in BIA Advisory Service’s Vantage Points series where we tap the perspectives of various lookout points from around the local media and tech…

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SEO Is Key For Local Businesses In 2019

SEO Is Key For Local Businesses in 2019

We kicked off this week with a webinar covering advertising trends of local businesses along with a great presentation on how businesses need to adjust their SEO and content for voice search.  Local businesses are using multiple channels to keep up with…

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SMB Start Ups Focus On Digital Visibility

SMB Start Ups Focus on Digital Visibility

The internet is flooded with how-to's and "hacks" -- quick, cheap ways to get things done. For new small businesses with limited resources, it's essential to quickly get customers through the purchase funnel to survive. CenturyLink's recent infographic, "How to Launch a…

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Holiday Wish List For SMBs

Holiday Wish List for SMBs

So what products and services are small and medium businesses most interested in adding to their marketing activities for  2016? In our current Local Commerce Monitor survey of SMBs (Q3/2015), we asked SMBs about their future marketing and advertising plans in the coming year.…

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The New Era of Search Has Tipped

Google has made lots of waves in tech and media worlds with last week's revelation that mobile search volume now outweighs desktop. That goes for several developed markets including the U.S. This follows recent LSA data that show mobile has…

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Local On-Demand Economics: Conversational Intelligence will Supplant SEO


If search engine optimization is the primary marketing tool of the Web era, call analysis will be just one tool in the marketing optimization quiver for local conversations. A new category, Conversational Intelligence, will emerge to address the demands for deep personalization in online and physical sales engagements.

As the Local On-Demand Economy (LODE) evolves, more interaction between merchants, brands and customers will take place in rich media environments where the click is only one step, albeit still important, to improved customer engagement, satisfaction and conversion rates. We’ll be covering this emerging economy at BIA/Kelsey NOW in June (sign up today for the early-registration discount), but the topic is a hot one at our NATIONAL Conference this week.

“You’ve got so much information from just the click [on Google], but we have hundreds of keywords [in each call],” Jeremiah Wilson, founder and president of LogMyCalls, said in an on-stage conversation. That is an important insight that extends beyond marketers to political operatives and all breeds of persuasive messaging will need to embrace in the Local On-Demand Economy. It requires immense listening skills, algorithmic creativity and judicious use of insights to engage the person at the other end of a transaction.

The explosion of data in the enterprise during the last decade will be arriving in local markets through hosted services and resellers, such as media and marketing services companies. Search, which has dominated the past decade will continue to grow, but as we’ve heard repeatedly throughout the BIA/Kelsey NATIONAL Conference, there are many more steps to personalize the engagement with consumers.

The conversation, the basic unit of human communication (tweets, to provide contrast, are fragments of conversations), will be the new locus of analysis as the digital engagement model diversifies and lengthens the customer relationship to include pre-sales to post- and repeat-sales delivered to individual users. People think primarily in terms of their local context when

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