On our previous Search Marketing Now webcast “Local Listings Gone Wild!!,” Kelsey analyst Mike Boland discussed how the search engines get local search data, and the role that business listings play in local search advertising.

With more than 90% of local search traffic and car navigation data coming from three primary data base providers, it’s critical that marketers keep this information current and accurate at all times. An incorrect phone number can spell disaster for a local search advertising campaign.

Since each database provider has its own process for gathering and maintaining data, we’ve invited representatives from the three leading database providers (Localeze, InfoUSA, and Acxiom) to shed light on just how they acquire, maintain, and update local business listings online.

They’ll each cover:

• How their primary databases work
• How to enter, update and maintain your local listings in the databases
• What kind of content to include
• Current trends in local listings content and distribution

Following the presentations, Gregg Stewart, Senior Vice President, Interactive of TMP Directional Marketing, will moderate an extended Q+A session. We’ll ask questions that we didn’t get to on our previous webcast, plus audience questions. Questions may be submitted in advance at registration.

Who should attend this webcast: Any businesses — from national chains with local presence, to mom-and-pop retailers — who want to understand more about local search marketing and the role that local listings play in a successful online marketing campaign.