SMB Digital Marketing: ReachLocal Moves Beyond ‘ISO’ Towards Commerce

“Software is going to dominate local marketing.” In fact, “in a few years, everybody is going to be in a Software as a Service business,” sys ReachLocal President Nate Hanks, who told SMB Digital Marketing attendees last week in Austin that he totally agreed with an earlier statement by YellowBot CEO Matt Booth.

It isn’t about directories, anymore, Hanks notes. Its more about local commerce, along the lines of Uber, DemandForce, Hubspot, InfusionSoft and OpenTable “As amazing as directories are, they are only useful for their informational utility. You have got to make that leap into local commerce.”

The result will be a better, more integrated environment for merchants that will help them win more customers.,” Hanks says. “AI is the new UI”. The key is that everything must be totally automated. It must be “invisible and life affirming,” he says.

Hanks, in fact, goes so far as to suggest that ReachLocal’s evolution has made it more of a commerce company than a simple sales organization. The term “Independent Sales Organization” doesn’t really fit ReachLocal anymore, he suggests.