After years of marketers tossing around the term 'local' as if it would become another online marketing channel, it turns out that 'local' is a layer, not a channel. Good local marketing, which now has mobile and location-based tools at its disposal, needs accurate local information layered into all online channels. This report details how search, social, navigation, loyalty programs, online circulars and deal-a-day offers can enhance local marketing efforts.
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