The way it was framed might be a tad hyperbolic at this stage. However, managing an online presence if done properly can be a more inexpensive way to acquire ne

The way it was framed might be a tad hyperbolic at this stage. However, managing an online presence if done properly can be a more inexpensive way to acquire new customers than using conventional, bricks-world advertising and marketing channels. As many businesses experience a relatively constant attrition of customers due to factors having nothing to do with the business' service delivery, etc., acquiring new customers inexpensively is a constant activity. A lot depends upon the focus and goals of the business owner. The owner that is happy staying as a corner boulangerie could get just as much accomplished by making sure that they are active on a neighborhood mailing list that distributes a hardcopy newsletter to each new resident arriving in the neighborhood, than by paying someone to manage their Yelp presence, for much cheaper. Somone who wants to run a local chain of coffeeshops that push their baked goods on the other hand, might find it more feasible to pay someone to manage their Yelp presence. The author doesn't make this clear, but I suspect (due to the Forbes origination of the content) he assumes the reader is someone who intends to run a scaled-up business as opposed to a classical "small Mom & Pop" operation. Otherwise, I find the "software as core" argument he puts forward a little difficult to buy into.