Traditionally, local businesses have taken advantage of local media outlets to advertise their products and services.

They spend money on ads in the Yellow Pages and the local alt-weekly as well as the major local newspaper and the local magazine publications. As everyone tightens budgets, local outlets are beginning to follow the national companies’ lead in shifting their marketing dollars toward online advertising instead.

This is probably a sound strategy, since studies are showing an increased likelihood that online and digital formats are where their customers will be looking for them. Mobile searches for local services are expected to go up from 27.8% to 35.1% in the next five years, and ad revenue for local searches is expected to improve by 5.8%.

Media outlets are making the shift as well, including putting the Yellow Pages online and launching geo-targeting services that delivers ads based on the mobile user’s zip codes to help them find new businesses in their area. Mobile offers some of the best strategies for local businesses, since simply having a cell phone number implies certain things about your location.

Social media is also on the rise as local businesses put their attention into developing personal relationships with their customers. Always one of the advantages of local businesses has been their personal intimacy, and social media is a great way to let those qualities shine out beyond the people who actually set foot in the store.