Weekly News: Location Data Strategy, SMB’s Tech-First Future, Google Releases Simpler Solutions

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

Mobile is taking over the customer journey (June 26, 2018)
Marketing Land: “With over 40 percent of online transactions and growing, mobile is eating the world day by day. When a customer sets out to learn and make a decision, the smartphone is the gateway to discovery.”

With GDPR In Place, Will Push Marketing Recede? (June 27, 2018)
Street Fight: “Push marketing relies on consumer data in order to work, and that’s becoming a major problem with the European Union’s new General Data Protection Regulation firmly in effect.”

The growing importance of remarketing audiences in Google paid search management (June 28, 2018)
Search Engine Land: “With the explosive growth of click share coming from remarketing audiences, contributor Andy Taylor feels it’s important to consider both incrementality and personalization when using audiences for paid search management.”

Strategy & Tactics

Replay: Why Every Business Needs a Location Data Strategy (June 22, 2018)
LSA Insider: “Data is key to smart decision-making, and not just about marketing and media. Location data has become a piece of the larger data puzzle and a critical competitive asset.”

How focusing on brand value creates revenue growth (June 25, 2018)
MarTech Today: “Marketers often find themselves torn between meeting short-term sales goals and fostering long-term value. Contributor Scott Vaughan explains how to bring these two objectives together.”

Rise in voice search for local businesses brings new opportunities and challenges (June 25, 2018)
Search Engine Watch: “Recent developments from Google suggest that what started off as a neat way to order milk, play music, and switch the lights on has become something that will soon be having real-world consequences for local businesses.”

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Stats & Studies

Report: Online Advertising Will be 70% Larger Than TV Advertising by 2022 (June 27, 2018)
LSA Insider: “According to a PwC June 2018 report, “Global Entertainment & Media Outlook,” internet advertising will be 70% larger than TV advertising by 2020, reaching nearly $130 billion.”

Blis: 36 Percent Of Consumers Browse Mobile And In-Store Simultaneously (June 28, 2018)
GeoMarketing: “A survey of 2,000 people from location behavioral analyst Blis Global says that dynamic has flipped almost completely: less than one in four respondents indicated they rely on TV for new product discovery today, instead favoring the store as a source of inspiration.”

Study: Online and on TV, consumers prefer longer ads to shorter ones (June 25, 2018)
Marketing Dive: “While traditional video ad lengths still dominate ad spend, marketers are beginning to spend more on short-form ads as they try to capture shrinking attention spans and adjust to a growing preference for mobile-first viewing.”

Industry News

New Report: The Full-Stack, Tech-First Future of the SMB Market (June 26, 2018)
LSA Insider: “A new report from LSA (commissioned by Vendasta), “The Full-Stack, Tech-First Future,” sheds some light on the shifting SMB market, specifically looking at how SMBs are utilizing cloud-based tools and SaaS for their businesses.”

Facebook to Require Advertiser Transparency with Custom Audience Targeting (June 25, 2018)
LSA Insider: “With Facebook at the center of the data privacy discussion, the company is starting to release new advertising requirements to offer more transparency to users of the platform.”

Google Rebrands AdWords, Releases Simpler Solutions for Marketers & Small Businesses (June 28, 2018)
LSA Insider: “As a result of the various changes in consumer behaviors, like the adoption of mobile and multi-channel usage, Google is presenting marketers with simplified brands and solutions for their advertising products.”

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Member News

Microsoft Bing Launches Visual Search On Android, iOS (June 21, 2018)
MediaPost: “A visual search feature on Bing, launched Thursday for Android and iOS devices, allows users to learn more about their environment as well as clothing and other items in photos, through the camera on their phone.”

Unacast Strengthens Executive Team with the Addition of Chief Revenue Officer Dan Vanchieri (June 25, 2018)
Unacast: “Vanchieri, a 20-year veteran of digital media and technology sales, arrives at Unacast from Collective Bias, a shopper social media company acquired by Inmar in 2016, where he served as the company’s Chief Revenue Officer.”

How Simpli.Fi Geo-Fenced The NBA Finals (June 26, 2018)
GeoMarketing: “Approximately 20,000 people attended each game of the 2018 NBA Finals — and unsurprisingly, most of them were on their mobile devices, sharing pictures on social media, searching for stats, and effectively creating a treasure trove of data.”

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