Daily News: Building a Challenger Brand, Location-Based Marketing, Cybersecurity in SEO

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

Tech Adoption Summit: Conference Video — Building a Challenger Brand (February 8, 2019)
LSA Insider: “One of the most popular sessions at last year’s Tech Adoption Summit event in San Francisco featured Tolithia Kornweibel, head of marketing at Gusto, giving a talk about how the upstart SaaS company has staked out a promising niche in providing small businesses with cloud tools for handling payroll and HR.”

Key considerations for achieving success on Amazon (February 7, 2019)
Search Engine Land: “Amazon can deliver customers at unmatched scale, but it requires significant seller investment compared to running campaigns on Google, Todd Bowman, senior director of Amazon and eRetail at Merkle, told the audience at SMX West in San Jose, California, last week.”

Getting back to basics with location-based marketing (February 7, 2019)
Marketing Land: “Location-based marketing is becoming an increasingly popular campaign strategy for brands to attract both new and loyal customers. eMarketer forecasts that marketers will spend $26.5 billion in mobile location-targeted advertising in 2019.”

Facebook Introduces New Ways for Businesses to Communicate with Customers (February 7, 2019)
Search Engine Journal: “Facebook will soon be rolling out two new ways for businesses to communicate with customers via messaging and groups.”

Cybersecurity in SEO: How website security affects SEO performance (February 7, 2019)
Search Engine Watch: “Website security — or lack thereof — can directly impact your SEO performance. Search specialists can grow complacent. Marketers often get locked into a perception of what SEO is and begin to overlook what SEO should be.”

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