Here is this week’s roundup of the top news items related to local marketing and advertising, local media, technology, local commerce, consumer behavior and more.
Insight & Commentary
The ‘Enterprisation’ of Local (September 6, 2018)
LSA Insider: “When I first started writing about “local,” a long time ago, it was almost exclusively a small business concept. Brands and national retailers didn’t “identify” with the term. The “local online ecosystem” simply didn’t apply to them — in their minds.”
Pandora: Every Big Brand Now Asking for Location Analytics (September 5, 2018)
LSA Insider: “This morning Placed and Pandora announced that they’ve used location analytics and offline measurement on more than 400 campaigns, representing 100 brands over the past several years. The campaigns have driven an incremental 60 million store and local visits according to Placed CEO David Shim.”
Marketers Need to Know the Truth About GPS (September 4, 2018)
Street Fight: “As consumers, we use several location-enabled apps on a daily basis, making GPS technology part of our everyday lives. Brands and advertisers leverage this location data, derived from GPS signals, to inform their media and marketing plans.”
Strategy & Tactics
Tools for Marketers to Enhance Client Relationships (September 6, 2018)
LSA Insider: “It may be tempting to keep secrets from your clients, such as about how you achieve your results. Alternatively, you may simply prefer to handle marketing alone, without involving clients in everything you do, just to save time. However, it’s actually a much better practice to keep clients informed.”
How to capitalize on the competitive advantage of real-time data analysis (August 30, 2018)
Search Engine Land: “Contributor Stela Yordanova explains how to capitalize on the competitive advantage provided by real-time data analysis.”
How we can restore consumer trust in brands (September 6, 2018)
SmartBrief: “According to the most recent Edelman Trust Barometer, the US saw a drastic decrease in trust in the last 12 months for both businesses and the media, a 10- and five-point drop respectively from 2017, putting brand trust at an all-time low. How can we reverse this dangerous trend?”
Stats & Studies
Study: 82% of Mobile Shoppers have Conducted ‘Near Me’ Searches (September 5, 2018)
LSA Insider: “Today, the “near me” qualifier is regularly used when conducting online searches for local businesses and search engines can interpret local intent without it too. On smartphones, consumers enable GPS and location services to remain “on” while browsing, making SERPs more locally relevant.”
RBC Survey: Strong Online Ad Growth Trends ‘Largely Intact’ (September 4, 2018)
MediaPost: “RBC Capital Markets’ semiannual survey of 1,770 advertising professionals digs deep into budget allocations, future spend, and return on investments for online advertising to analyze trends.”
80 Percent Of Shoppers Say Search Impacts Their CPG Purchase Decisions (September 5, 2018)
GeoMarketing: “Approximately 80 percent of CPG shoppers say the searches they make on mobile impact their CPG purchase decisions, and more than 60 percent search multiple times during their purchase journey — indicating that text and voice search is of primary importance to CPG marketers, according to research from Think With Google.”
Industry News
Google’s ‘Ad Strength’ Rating Seeks to Improve Machine Learning for Responsive Ads (August 31, 2018)
LSA Insider: “It can be difficult to determine how much information to include within an ad, as well as what information will generate the most engagement. And, as consumers continue to expect more personalized forms of advertising, marketers must create a greater mixture of relevant ads.”
New Report: A Guide to Facebook Marketing for Multi-Location Brands (August 31, 2018)
LSA Insider: “A new report from LSA (commissioned by SOCi), “A Guide to Facebook Marketing for Multi-Location Brands,” explores into the importance of local Facebook Pages, the amplified engagement that’s generated from them, as well as the differences between corporate and location Pages.”
Amazon Gaining On Google, But Overall Growth Plateaus (September 5, 2018)
MediaPost: “Data scheduled for release on Thursday shows Amazon overtook Google in product searches. About 54% of product searches began on Amazon in the second quarter of 2018, up from 46% in 2015.”
Member News
Factual Raises $42 Million to Accelerate Growth and International Expansion (September 5, 2018)
Business Wire: “The company will use the new funds to fuel international expansion, particularly in the Asia-Pacific (APAC) region, Factual’s fastest-growing market. Factual will establish its APAC headquarters in Singapore, and has hired former Grapeshot (Oracle) executive Chris Pattinson to lead it.”
Uberall Acquires Navads to Accelerate Global Growth (September 6, 2018)
Cision: “The acquisition makes Uberall one of the largest location marketing platforms in the world, supporting nearly 700,000 locations for over 1,500 customers for Uberall and Navads globally.”
TapClicks Becomes a HubSpot Connect Beta Integrator Providing Marketing With Unified Reporting Across HubSpot Marketing and 193 Mar-Tech Platforms (September 4, 2018)
Newswire: “Connect Beta Integrators are independent software vendors who have built an integration with HubSpot and been accepted to the Connect Beta Program. HubSpot’s Connect Program is an ecosystem of valuable third-party integrations. Certified Partners comply with a set of requirements.”
