The Local Search Association once known as the Yellow Pages Association has defined their focus on the “Last Mile of Advertising.” The full article is published in Street Fight and can be viewed here. They maintain- “Every purchase is a unique journey. A consumer starts with a need, desire, impulse or inspiration; takes actions that lead toward the satisfaction of that feeling; and finally, moves forward with a purchase. While this “path” always has a beginning and an end, it is rarely linear. Instead, consumers navigate various forms of media both online and offline that all circle around, and lead to, the purchase.” So they are focusing on how consumers Seek, Discover and Consider information for local products and services. This would include the online/offline directory products, mobile, social, search and other digital forms of media, as well as, technology enablers that facilitate the local search/shopping process. The broadening of their scope is the direct result of the complex local search environment. Focusing on the area of the “Last Mile of Advertising” should provide clear insights into how consumers search for local products and services, and what works. They will be releasing more details at their conference in April. They are clearly moving in the right direction. What are your thoughts about their approach?