YP℠ and IDC Reveal “ZigZag” Research Study at Advertising Week XII
Today, YP℠ is releasing a research study entitled “Local Search: Unleashing Opportunities for National Brands.” Conducted by IDC (International Data Corporation) on behalf of YP, the research provides keen insight into how the customer journey today no longer follows a straight line from consideration to purchase, but rather “zigzags” from point A to point B, with local search being a key component of that process. Learn more about the research here or check out the press release to see some highlights.
Additionally, as part of our sponsorship efforts at Advertising Week 2015 in New York City, Luke Edson, SVP of National Markets at, will be joined on-stage by IDC’s Karsten Weide and Havas Media’s Rob Griffin, to share the research insights in an interactive workshop entitled, “ZigZag: The New Consumer Journey Zeitgeist. Don’t Get Left Behind.”
“Local search is all about location, relevance, and timing,” says Edson. “As consumers shift devices and platforms to find what they need at any given moment, marketers need to be able to present their brand in the right context, and that means working with new partners and new kinds of measurement, such as clicks, calls, and store visits.”
If you weren’t able to attend Advertising Week 2015, here’s your chance to watch the full workshop here: