2016 Is Ending with a Number of Key Announcements in “Local”

The local marketing and media space continues to evolve. From mergers and partnerships, to product innovations and releases, a number of LSA members have made headlines through a variety of announcements. In many ways, these announcements are laying the ground work for the industry’s direction in 2017.

However, since the local space is extremely broad, trends for one group don’t necessarily apply to another. Local media publishers, agencies, tech providers and advertisers (brands and SMBs) all come with a unique set of challenges and objectives that require consideration when identifying trends or making predictions.

Nonetheless, here are some of the latest announcements we captured. What is your take on these developments?

SweetIQ Launches Next-Gen Listings Network (December 15, 2016)
Street Fight: “Local search marketing platform SweetIQ is releasing its “next generation” listings network today.”

ReachLocal Launches ReachEdge 3.0 Software, Delivering Easy-to-Use Lead Management, 24-hour Automated Lead Response Tools, and Marketing Insights for Local Businesses (December 14, 2016)
Press Release: “ReachLocal announced the latest version of ReachEdge, its award-winning marketing automation, analytics and lead management software.”

Moz Local gains Yelp listing management capabilities, first third-party tool to do so (December 13, 2016)
Search Engine Land: “Brands and SMBs will be able to claim and manage data and content for all of their Yelp listings through Moz Local.”

Zenreach Partner Program Brings O2O Data to SMB Marketing Providers (December 7, 2016)
LSA Insider: “This new partner program makes Zenreach’s capabilities available to third parties to offer in turn to SMB customers.”

GoDaddy acquires rival Host Europe Group for $1.79 billion to grow its global footprint (December 6, 2016)
Venture Beat: “GoDaddy has acquired Host Europe Group (HEG) in a deal worth $1.79 billion.”

Vancouver-based RTOWN and LocalSphere announce digital marketing merger (November 28, 2016)
Press Release: “Two Vancouver-based digital marketing companies are joining forces to help local businesses succeed.”

Verizon acquires SocialRadar to buff up MapQuest’s location data (November 16, 2016)
TechCrunch: “Verizon had acquired SocialRadar, a mapping startup that promises to provide its users with far more accurate location data for businesses — down to where exactly a door is.”

Proximity and beacon data now making its way into DSPs for retargeting (November 16, 2016)
Marketing Land: “Unacast and Juice Mobile deal a leading indicator of where market is going.”

Goodzer Launches New Pay-Per-Call Product for Local Businesses Delivering High Conversion Rates (November 15, 2016)
Press Release: “Goodzer expands in local pay-per-call market by targeting SMBs directly, providing a simple call advertising solution.”

Simpli.fi Extends Mobile Geo-Fencing Solution With Event Targeting Feature (November 15, 2016)
MediaPost: “Event Targeting offers advertisers the ability to target ads to prospects based on their visit to a particular location during a specific, scheduled timeframe.”

Microsoft execs share plans for making Bing ‘pervasive,’ say search is about to become very different (November 14, 2016)
Search Engine Land: “Microsoft shared its vision of the future in which Bing is at the heart of day-to-day experiences without users even realizing it.”

xAd Raises $42.5 Million Funding, Snaps Up Earth Networks’ Weatherbug (November 14, 2016)
GeoMarketing: “The forecast for location technology: still hot and getting hotter as early entrant xAd tries to shake off mobile ad network legacy.”

A number of sessions at LSA17 will explore trends and developments in the local and location-based marketing space. Join us and get an early look at “Local 2020.” Click here for more.

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