Weekly News: Location Intelligence, Purpose-Driven Marketing, Facebook’s ‘Keep it Local’ Campaign

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

Location Intelligence: What is it and Why is it Important for Your Clients’ Businesses? (July 19, 2018)
LSA Insider: “Location intelligence tells you more than just where your clients’ customers live and work. It enables you to see where their customers spend time, when, how long and more. This is thanks to the combination of widespread mobile use and big data.”

The Line Between Cool and Creepy: How Much Personalization is Too Much? (July 13, 2018)
Street Fight: “Re-marketing and geo-targeted messaging have become old news. The challenge for brands is now figuring out how hyper-targeted is too targeted for consumers prone to be put off by a perceived invasion of privacy.”

Why the local search marketplace would benefit from a super-app (July 18, 2018)
Marketing Land: “Contributor Wesley Young looks at how WeChat works, what the chances are of a similar app development here in the US and what integrated interfaces could mean for local search marketers.”

Strategy & Tactics

‘Conversational Commerce’ Is On The Rise: Here’s How Brands Can Win (July 12, 2018)
GeoMarketing: “Of 806 million WeChat users in China, an estimated 31 percent have used the messaging platform to make a purchase. By embracing diverse chatbot applications, brands can take advantage.”

Navigating Location Data’s Ethical Minefield (July 19, 2018)
AdExchanger: “Data is the lifeblood of the internet economy, and that’s unlikely to change. But questions of privacy are more frequent and louder than ever.”

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How Marketers Can Customize ‘Purpose-Driven Marketing’ By Consumer — And Channel (July 16, 2018)
GeoMarketing: “How can brands put the concept of expressing a stand or sentiment into practice in a way that customers will respond to — and deliver a relevant marketing message at the same time?”

Stats & Studies

Study: 74% of Digital Media Time Now Mobile (July 18, 2018)
LSA Insider: “As smartphone ownership has grown so has time spent on these devices. Mobile usage is expected, for the first time ever, to surpass TV in 2019 according to Zenith and eMarketer forecasts.”

Zenith: Consumers Spend 67 Minutes Watching Online Video Daily (July 16, 2018)
MediaPost: “The rapid rise in video viewing makes online video the world’s fastest-growing advertising format with global viewers spending an average of 67 minutes a day watching content.”

Digital Doings: Email Ranks Third In Investment, Study Shows (July 18, 2018)
MediaPost: “Email is one of the top three digital marketing channels. And firms are upbeat about digital in general, with 83% saying it helps them achieve their goals, according to “How Businesses Use Digital Marketing in 2018,” a study by Clutch.”

Industry News

Replay: Scoring the Digital Marketing Stack (July 13, 2018)
LSA Insider: “During a webinar this week, Boostability’s Kelly Shelton and LSA’s Charles Laughlin discussed the results of a survey conducted from May-June by both companies. The survey targeted digital agencies and those selling digital products and services to SMBs.”

New Tech Adoption Index Podcast: “There Must Be an App for That” (July 16, 2018)
LSA Insider: “The Above the Cloud podcast is back this week with a new episode featuring Josh May, co-founder & CEO of POWr, a San Francisco based startup that builds website plug ins for self-service website users, mostly small business owners.”

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Facebook Announces Multi-City ‘Keep It Local’ Campaign Celebrating SMBs (July 18, 2018)
LSA Insider: “The company says the campaign will “run for eight weeks in four US cities in Columbus, Nashville, San Diego and Sacramento, and includes approximately 120 different small business owners across a variety of content – billboards, television ads and online.””

Member News

Facebook Releases New Creative Tools for Ads Manager App (July 16, 2018)
LSA Insider: “In an effort to further accelerate mobile ad creation, Facebook announced the release of several new, unique tools for their Ads Manager app. The new additions will provide ease and efficiency for marketers and business owners on the go.”

Blis Launches Blockchain Platform to Add Transparency to Digital Advertising (July 16, 2018)
Blis: “Digital advertising commonly relies on disparate data sets to help identify audiences likely to buy products and services. Marketers increasingly face pressures to comply with data privacy regulations, understand where it came from, and to account for the performance of data relative to its costs.”

Simpli.fi Adds Location-Based TV To Platform For Ad Targeting (July 11, 2018)
MediaPost “Brand marketers can now add television to the list of specific ad targets through an addressable geofencing feature on Simpli.fi’s platform that aims to connect TV viewers — up to 1 million locations per campaign, across mobile, desktop and OTT/CTV devices.”

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