If one were to summarize the current landscape in a sentence, a quote from Jeff Beard (SVP, General Manager for Neustar Localeze) does it nicely:
What we can clearly see is that the local search market is maturing – what we previously described as a Social, Local and Mobile (SoLoMo) revolution is now embedded in consumer behavior.
The touchpoints for local search stretch from social networks like Twitter and Facebook, to apps like Yelp and See Green, right through to maps and a huge range of local directories. This presents significant opportunity for integrating local search efforts with influencer retargeting. By identifying and tracking these brand influencers, companies can in turn measurably
increase the effectiveness of search efforts from mobile devices to desktops.