Here is today’s roundup of news related to location-based marketing, advertising, media, technology, local commerce and more.
The ROI Paradox: SMBs Will Churn Without It but 74% Don’t Measure (February 9, 2016)
LSA Insider: “The single dominant reason small businesses (SMBs) decrease or abandon investments in specific media channels is poor ROI or disappointment with marketing outcomes.”
Brands Should Have Dedicated Search Budget for Every Location (February 9, 2016)
LSA Insider: “Each store has its own unique needs based on sales goals, competition, performance, etc., so each store deserves its own local budget and strategy.”
Retailers Are Finally Getting Hip To Wi-fi As Indoor Marketing Tool (February 8, 2016)
GeoMarketing: “Most retailers already have Wi-fiWi-fi installed, but only now is its usage for analytics reaching 80 percent.”
Smartphone Penetration Nears 80% of the US Mobile Market (February 8, 2016)
Marketing Charts: “Some 79.3% of US mobile subscribers aged 13 and older owned a smartphone during the 3-month period ending in December 2015 (Q4).”
Factual Enables Private Marketplace Deals With InMobi, Rubicon (February 8, 2016)
GeoMarketing: “In theory, giving publishers clearer controls over programmatic pricing means advertisers get better access to mobile consumers based on location.”
The Local Data Ecosystem Just Got A Little More Eco-Friendly (February 8, 2016)
Search Engine Land: “On December 15, Google launched the Google My Business API, which creates a completely new way for brands and platforms to get information about their locations into Google Search and Google Maps.”
Verizon enlists AOL CEO to explore Yahoo deal (February 8, 2016)
Venture Beat: “Verizon Communications Inc has given Tim Armstrong, chief executive officer of its AOL unit, a leading role in exploring a possible bid for Yahoo Inc’s assets.”
Yelp 2015 Revenue $550M, Projects Nearly $700M For 2016 (February 8, 2016)
Marketing Land: “Yelp reported 111,000 local advertising accounts, up from 19,000 in 2011.”
