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Location and Local Marketing Are Accelerating

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Just a few months into 2017 and the local and location-based marketing space has already seen a lot of product developments, new hires, investments and overall activity. From mergers and partnerships, to product innovation, LSA members are making headlines. The market is accelerating.

In a survey of “500 marketing decision makers” conducted by the Location-Based Marketing Association, 25% of marketing budgets are spent on location-based marketing and over 50% of brands are using location data to target customers. This latter finding in particular shows how location has become an increasingly critical element of digital marketing for brands and enterprises. The 2017 Place Conference on September 18 in New York will identify and showcase these enterprise trends and use cases.

SMBs also continue to increase their digital spending. According to a recent survey of 200 SMBs, 70% expect to increase digital marketing budgets this year; only 2% said budgets would decline. A large percentage of SMBs are DIY marketers. However many are realizing the need to invest in third party agency and expert help.

Below are just some of the recent headlines from LSA members that reflect the full frenzy of activity going on:

GoDaddy Launches Simple Way to Scale Up E-Commerce Sites (March 14, 2017)
Street Fight: “GoDaddy today is releasing a new Web hosting product that the company says makes it easier for anyone to run high-traffic, e-commerce sites.”

New York-based Yext files for IPO (March 13, 2017)
TechCrunch: “Yext has revealed its IPO filing and the offering is said to raise $100 million, but that number is subject to change.”

FCR Media Group Announces an Agreement with Silktide Ltd. (March 13, 2017)
LSA Insider: “FCR Media Group OÜ announces an agreement with Silktide Ltd to bring high quality online presence analysis tools to help Small and Medium sized businesses (SMEs) across Europe.”

Pitney Bowes Taps Location Tech Exec To Run New Data Unit (March 9, 2017)
GeoMarketing: “Dan Adams, the former CEO of hyperlocal data platform Maponics, is charged with turning Big Data into actionable insights at Pitney Bowes.”

TapClicks Integrates Agendize to Supercharge Customer Engagement ROI for Agencies (March 8, 2017)
Press Release: “Scalable, multi-location online scheduling now available in TapClicks’ world class analytics and reporting platform for digital agencies.”

NinthDecimal Decouples Its Data, Expands Partnerships, and Moves Into the Black (March 8, 2017)
Street Fight: “NinthDecimal recently discussed its expanding data partner ecosystem — which doubled to more than 200 partners last year.”

YP.com CEO Jared Rowe at LSA 17: We Will ‘Go Deep,’ Leverage Scale (March 3, 2017)
Local Onliner: “On stage at LSA17 this week in San Diego, YP leadership painted a picture of a company with an enviable customer base, unmatched sales team, and a cutting-edge technology platform.”

SIINDA announces new event to help retailers address key local retail marketing challenges (February 27, 2017)
SIINDA: “SIINDA Retail Day will cover the current challenges faced by retailers of all sizes in implementing a successful local marketing strategy.”

MomentFeed raises $16.3 million to help brands with social media marketing (February 23, 2017)
VentureBeat: “MomentFeed, which helps companies customize and manage their marketing strategies, announced today a funding round of $16.3 million.”

Brandify Acquires Street Fight Supporting Its Growth & Expanding Its Commitment to the Local Digital Marketing Industry (February 22, 2017)
Press Release: “Brandify announced today that it has acquired Street Fight, the premier integrated media, research, and events company covering local marketing and technology.”

Factual CEO Elbaz Plots European Expansion As Location Market ‘Booms’ (February 22, 2017)
GeoMarketing: “Location veteran Mandeep Mason will lead Factual in Europe, as CEO Gil Elbaz notes the growth plans go beyond ad tech.”

Skyhook announces ‘next-gen geofencing’ based on global WiFi database (February 21, 2017)
MarTech: “The company says it has developed a more accurate methodology for store-visitation measurement.”

Unacast Puts Privacy Program Front and Center (February 2, 2017)
Press Release: “With two strategic hires, Unacast is enhancing privacy and product capabilities, allowing to continue growing its platform of proximity data.”

Moz Local Incorporates Google My Business Insights Into Platform (February 1, 2017)
Street Fight: “Seattle-based SEO software company Moz announced this morning that it is integrating Google My Business (GMB) Insights data into the Moz Local platform.”

RevLocal is First to Receive LSA Digital Marketer Certification (February 1, 2017)
Press Release: “Today, RevLocal became the first ever recipient of the LSA Digital Marketer Certification, a recognition awarded by LSA.”

Signpost Personifies AI, Takes Identity Targeting To Facebook (January 27, 2017)
MediaPost: “Signpost has integrated its artificial intelligence technology with Facebook, allowing Mia to pick up where advertising leaves off.”

Acxiom Sharpens Geo-Data Focus, Expands Alliance With Verve (January 19, 2017)
GeoMarketing: “Acxiom is looking to deepen its connection to the first-party publisher-owned geo-data Verve can provide.”

myVR opens its social platform to brands and marketers (January 16, 2017)
VR Tech: “myVR is now allowing brands and marketers to work with its designers to create ‘in-app’ experiences that will enable users to create brand engagement.”

Google Testing Website Builder Within Google My Business (January 12, 2017)
Blumenthals: “It seems that the day has finally come when Google is going after the many small businesses that don’t yet have a website or at least a good mobile one.”

Mono and uberall deliver data automation across platforms (January 12, 2017)
Press Release: “With a new technical integration between Mono Solutions and uberall, SMB service providers can offer websites, location management and marketing more efficiently.”

Waze Says Its Crowdsourced Navigation Data Brings Clarity for Marketers (January 10, 2017)
Street Fight: “Understanding what consumers are really up to when they travel around is a crucial next step.”

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