I use national advertisers as good (and bad) examples of what should be done in online marketing on a local level. One thing that can be clearly connected from national advertisers is the diminishing effectiveness of traditional media.
Below Business Week has finally caught on. I would argue local businesses can engage in more powerful "conversations" with customers and future customers. Read on and you'll be one-step ahead of your competition.
It’s Official: Business Week Calls Advertising A “Conversation” at ChasNote