Welcome to the forum, Learningone!
In addition to what Torka has mentioned, many of these other channels can tie in with search engines themselves.
A few examples are mentioned in the article, but auto repair could be a good one. If you do a Google search for auto repair in your nearest metro area, you might find results from CitySearch, InsiderPages, Judy's Book, SuperPages, Yahoo Local, etc... Most of these places can show narrative business information, maps, user review/ratings, or a combination, which can be great for bringing to-your-door traffic if they are proactive about it.
These could come from either the organic, paid, or up to three local results presented in the search results page.
Hope this helps,