GROUP MOTION, GOING LOCAL
Industry buying groups are maneuvering their members—through education, exhortation and outside support—into raising their Internet presence. Local search exposure is especially crucial for smaller or regional dealers who have not yet opted into e-commerce.
In early December, Yahoo! Local contended its network of sites was the No. 1 destination for people looking for local information online. “These sites attracted 31 million unique users in September 2006,” stated Yahoo! Local, citing comScore Networks data. “Looking ahead, the Kelsey Group predicts that the overall local search volume will exceed 20 billion searches in the next year and potentially exceed 30 billion by 2009.”
Yahoo! Local also stated that “In 2006, local online advertising spend was approximately $1.3 billion. This number is expected to rise to $2.0 billion in 2007 and $2.8 billion by 2008 (eMarketer). These are notable figures, especially when you factor in the relative immaturity of the local search market.”