When Google and Overture both jumped into the local search arena late last year, and comScore released its Local Market Reporting system, pundits predicted 2004 to be the year of local search. That may be true, but can small businesses -- the ones who can benefit most from local search results -- easily participate?
That’s one of the questions to be discussed at The Kelsey Group’s Spring 2004 Conference on Digital Directories and Interactive Local Media, March 30-31 in Santa Clara, California.
“Drilling Down on Local Search” will focus on the drivers and barriers to the adoption of local paid-search advertising by small business. The agenda will examine a range of important issues -- from the real revenue opportunity and how much demand truly exists at the local level, to the role of Internet Yellow Pages and online newspapers, and whether paid-search may be too complex for small businesses.
Greg Sterling, program director of The Kelsey Group's Digital Directories: Interactive Local Media program will open the event with a presentation of data from several pieces of recent proprietary research. The data will include findings on local search use from a survey of more than 5,500 online consumers conducted with BizRate.com, and from two surveys of businesses regarding their attitudes and experiences with pay-per-click (PPC) advertising. One study focused broadly on the small business market, the other exclusively surveyed businesses now using PPC advertising. There also will be anecdotal information from a February focus group of small business owners discussing their interest in PPC advertising. All together, these findings should present a holistic if complex picture of the local search marketplace.
One of the issues, as paid search moves into the local and small-business market, is how to manage its limited inventory. Will national companies like Wal-Mart, Lowe's and Circuit City gobble up all the prime real estate, or will local companies be able to compete on a level playing field? A distinguished panel, including iMedia’s own Kevin Ryan, will discuss how paid search can and will seek to balance local and national advertiser interests to stop large marketers from out-muscling local businesses for local paid search ad inventory.
A highlight of the conference will be a Keynote Address by Briggs Ferguson, CEO of Citysearch. Ferguson is responsible for all aspects of the Citysearch business, including the overall management and strategic direction of Ticketmaster's national and international city guide business. Previously, he served as the executive vice president, marketing and product strategy, for Launch, the music division of Yahoo!
The conference will conclude with a panel discussion on what the next 12 months will bring for local search. Panelists include representatives from Yahoo!, America Online, Ask Jeeves and Google.
Drilling Down on Local Search will take place March 30-31, 2004 at the Santa Clara Marriott in Santa Clara, California. For more information, go to http://www.kelseygroup.com/ddilm2004/
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