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
GoDaddy’s GoCentral Platform Allows SMBs to Create, Claim Yelp Listings (May 16, 2019)
LSA Insider: “GoDaddy, the world’s largest website domain name registrar, has made it easier for small businesses to create, claim and manage their online Yelp listings, as well as monitor their reviews, by announcing an integration with the review site through its GoCentral platform.”
It’s the Year of Localized Social Marketing — Here’s Why (May 13, 2019)
MarTech Series: “Localized social marketing uses specifically crafted social content to engage audiences at the local level. It’s a social media strategy that focuses on building a local presence for a business by leveraging locally-driven communication channels to reach the specific local communities it serves (rather than a broad/national approach).”
Privacy, a year later: How the GDPR has affected AI-powered marketing (May 13, 2019)
Marketing Land: “GDPR may seem like a burden but as companies rebuild trust with consumers, it will become a sustainable approach fostering both innovation and accountability.”
Strategy & Tactics
How to Clean Up Your Marketing Strategy for Spring (May 15, 2019)
LSA Insider: “Like many, you might be tempted to start spring cleaning this weekend. Taking a fresh look at overstuffed closets and jam-packed drawers is a great way to prep for summer, but also to survey what you actually need. I can’t list the number of times I thought that I had lost a favorite shirt or sweater, ready to purchase a replacement, only to have it turn up on my annual spring cleaning session.”
Turning objective data into creative marketing (May 15, 2019)
Marketing Land: “Marketing is a vast, often turbulent topic. It becomes even more daunting when you take out the analytical aspects and toss in words like “creative.” Nevertheless, creative marketing campaigns are the crux of your success. Without them, you lack the means to reach and engage with your audience.”
Leveraging data science to illuminate the modern consumer decision journey (May 13, 2019)
Search Engine Land: “When analysis of behavior focuses on query relationships, we find searches are seldom linear and occur in clusters that don’t necessarily align with funnel-like behavior.”
Stats & Studies
Google, Facebook, Amazon Are the New NBC, ABC and CBS (May 12, 2019)
LSA Insider: “Last week the IAB released its full year 2018 US digital ad revenue report. The headline was: digital advertising crosses $100 billion threshold — $107.5 billion to be precise. The bulk of that revenue (75%) is concentrated in the “top 10 leading ad-selling companies.” The IAB doesn’t name them but it’s basically Google, Facebook and Amazon, followed by Microsoft, Yahoo/Verizon, Twitter, Snap, Yelp and a few others in the programmatic ecosystem.”
Amazon Scores Well With Online Shoppers (May 15, 2019)
MediaPost: “To say Amazon has a monopoly on ecommerce might now be something of an understatement. In fact, a staggering 81% of U.S. consumers now consider Amazon to be their go-to retailer, according to a new report from Adtaxi. At least for now, a majority of consumers seem to be happy with Amazon’s dominant position in the marketplace.”
Report: Consumers Unfollow Brands Due To Poor Service, Irrelevant Content, Ads (May 13, 2019)
MediaPost: “Half of consumers follow a brand to learn about new products and services, while 48% of consumers follow brands on social to be entertained, according to a new report by Sprout Social. “
Industry News
Facebook Releases New Ad Resources for Auto Dealerships (May 14, 2019)
LSA Insider: “Yesterday, Facebook announced the release of two new resources for car dealerships, both designed to help dealers reach their audiences through targeted ad campaigns. This news comes nearly a week after the company announced it was adding several new ad tools for the 90M small businesses that have an active presence on the platform, including automated ads, appointment booking and video editing.”
Google: Local Campaigns Coming Soon to SMB Advertisers (May 9, 2019)
LSA Insider: “This week Google held its massive developer conference (Google I/O). Next week is Google’s annual event dedicated specifically to its ad products: Google Marketing Live. Google teased the event in a blog post, which focused on Local campaigns.”
Replay: Local SEO & Calls — Advanced Strategies to Attract and Convert Customers (May 10, 2019)
LSA Insider: “During a recent LSA webinar, Mark Aspillera from BrightEdge and Dave McAnally from DialogTech discussed the importance of local SEO, as well as online and offline SEO strategies for marketers that will help increase conversions.”
Member News
Moz Announces Updates to Local Presence Management Platform (May 14, 2019)
Business Wire: “The Moz Local updates will be available in June. Many new features will be incorporated into existing plans, and new review management and social posting features will be available for purchase.”
Hospital for Special Surgery Enjoys Growth in New Patient Appointments through Media Strategy (May 15, 2019)
Mindstream Media: “Developed in partnership with their agency, Mindstream Media, HSS is experiencing a 31 percent quarter-over-quarter lift in appointments, and they’re not relying on higher media spending to make it happen. In fact, during the same timeframe, HSS experienced a 45 percent decrease in the cost per appointment.”
