Here is today’s roundup of news related to local marketing and advertising, local media, technology, local commerce, consumer behavior and more.

Building an Audience in a Fragmented, Noisy Digital Landscape (March 17, 2016)
LSA Insider: “Yelp, Thumbtack, MapQuest, YP and others are utilizing innovative strategies to build a customer audience online.”

How to Audit Google’s Splintered Local Listing Properties for Intel (March 17, 2016)
LSA Insider: “Local business information is now found scattered across eight different Google properties creating a major challenge for brands and SEOs.”

MapQuest Shows Importance of Culture, Employee Engagement to Competitive Survival at LSA16 (March 17, 2016)
LSA Insider: “MapQuest lead an interesting discussion on the connection between culture and brand/product at LSA16.”

Minority of Content Marketers Say They Know Their Content Production Costs (March 16, 2016)
Marketing Charts: “Only 46% of content marketers know how much each type of content costs them to produce, and just 18% reported a clear understanding of the ROI their content delivers.”

Google’s latest mobile search algorithm update makes having a mobile-friendly site even more important (March 16, 2016)
TechCrunch: “To give publishers even more of an incentive to offer mobile-friendly pages, Google today announced that, in May, it will increase the importance of having a mobile page, and sites that are not mobile-friendly will rank even lower than before.”

Yodle Weighs in on How Google’s SERP Change Has Affected Online Ads for SMBs (March 16, 2016)
Street Fight: “With a few weeks of empirical data, we now have a much clearer sense of how or if this change has affected local AdWords campaigns.”

How Heineken Plans To Use Location Ads, Beacons, And Shazam To Augment Wider Marketing Programs (March 16, 2016)
GeoMarketing: “Heineken isn’t interested in being in the beacon business; it just wants to make that one-to-one connection to drive a purchase.”