Thinking of physical addresses similar to digital addresses will help marketing departments get a handle on making sure online data remains up to date. It gets more difficult to keep things in sync as
the local search habits of consumers span multiple devices. Some 63% of searches use multiple devices. There were 347.7 billion PC searches in the U.S. last year, per the 2014 Neustar Localeze/15miles
local study on local search use. More than half of all local searches end in a purchase.
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