IBM Global Business Services has a new report, The End of Advertising As We Know It, that is a great read for those (like me) who care about such things.
It's received lots of press already, but I include it here so you'll have an easy link.
The report has a lot to say to the media and agencies that are engaged in the business side of advertising, but all this certainly impacts local businesses. It's already common to find small local businesses struggling for creative ways to market the business without having to spend all day at the computer watching keywords, listings, consumer reviews, etc.
Now we have a forecast that shows increased consumer control, growing niche media, and reliance on self-serve advertising models.
How can small business survive and thrive in this environment? More to come in future posts.