4 ordspråk av Neal Polachek

Neal Polachek

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For some time now we have been observing data which shows that consumers are gaining increasing degrees of power in the buying relationship with local and national merchants. As access to information and entertainment becomes less device-dependent, information and content providers will have to adjust their business models to remain relevant to the on-demand and increasingly powerful consumer. This imperative serves as the backdrop for our 'Drilling Down on Local' conference.

This research, the U.S. portion of a global omnibus study, reinforces that this is a complicated and evolving marketplace. Consumers have a strong preference for print Yellow Pages. However, for local advertisers targeting certain demographic segments, online media should factor strongly in the promotional mix.

It's potentially much bigger. It won't be just directory assistance, but local mobile search with an ad revenue model.

The big guys have the capacity where they don't have to make money on this tomorrow. It's much more important that they nail the user experience.

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