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The Customer Funnel: a New Framework for Local Marketing

Written by Greg Sterling, VP of Strategy & Insights at Local Search Association
 
The path to purchase has become much more complex in the past decade as consumers use more sources to make buying decisions. Small businesses are now forced to use nearly eight marketing channels to keep up.

Media sellers who serve the small businesses market also continue to grow their product portfolios. However the current practice of selling independent marketing solutions doesn’t work any longer.

A new framework is needed – one which addresses the “customer funnel” more holistically. The industry will not simply be able to keep adding shiny new solutions, nor will local businesses want to buy yet one more item on the menu.

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