People shop and buy in a totally different way than they did just a few years ago. People also learn and refer in a different way. What is truly important is that you market in a different way. People are very cost conservative right now.
What that means is you have to in essence buy their business. Offer them specials, such as, exclusive coupons if they follow you on Facebook. Offer a contest for your customers for email referrals.
One thing in marketing has not changed and that is the ability to build a personal relationship with someone by doing them right. People love referrals from their friends. This can ever be more powerful then Yelp because this is a personal reference. Remember, cost, connect, customer retention.