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Weekly News: Google’s E-A-T Score, Product Searches on Amazon, USA Today Network’s LOCALiQ

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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

Regional Newspaper Uncovers $22,000 in Co-op Ad Funds in 1 Day (September 12, 2018)
LSA Insider: “Given the “use it or lose it” nature of most co-op advertising programs, now is the time to take advantage of co-op programs. Since co-op funding is a function of sales, the second half of the calendar year, more specifically Q4, is the best time to go after these co-op dollars.”

What Google’s E-A-T score means for ecommerce (September 7, 2018)
Search Engine Watch: “E-A-T is important for the ecommerce industry because shopping pages are considered by the rater guidelines to be “Your Money or Your Life” (YMYL) pages, and these types of pages are held to the highest quality standards. For that reason they are also expected to have the highest E-A-T.”

Not Everyone Wants to Share Their Data in Exchange for Personalization (September 12, 2018)
eMarketer: “Many consumers understand how companies use their personal data, but not everyone is comfortable with it. More specifically, boomers, according to an April 2018 survey of internet users worldwide from Salesforce.”

Strategy & Tactics

How Brands Can Create Personalized Experiences for Each Local Market (September 12, 2018)
Street Fight: “Search engine providers have set the standard by fully understanding the importance of delivering content that is personalized based on location and click history. Still, the experience a searcher gets when visiting a website from the search engine results page (SERP), or other referring channels, leaves a lot to be desired.”

From artificial intelligence to tangible action: Executing on AI insights at scale (September 10, 2018)
MarTech Today: “Traditionally, artificial intelligence (AI) has been an expensive proposition, from painstaking data prep to scarce data science talent. The irony is, the resulting AI insights often end up sitting on a shelf gathering dust.”

Google’s latest change has search marketers rethinking keyword match types (September 12, 2018)
Search Engine Land: “Marketer reactions to the news that Google is yet again degrading the original intent (much less meaning) of exact match to include “same meaning” close variants is ranging from pessimism to ho-hum to optimism.”

Stats & Studies

Study: 54% of Product Searches Began on Amazon in the Second Quarter of 2018 (September 12, 2018)
LSA Insider: “According to the report, roughly 54% of product searches began on Amazon in the second quarter of 2018, up from 46% in 2015. Google on the other hand has experienced declines in product searches, as more of this search activity shifts to Amazon.”

Study: Mobile commerce to overtake e-commerce by 2019 (September 12, 2018)
Mobile Marketer: “451 Research’s Global Unified Commerce Forecast supports the predictions of other researchers who expect that growth from online channels will continue to outpace the growth in-store retail sales, with mobile leading the way.”

Adobe: 47% of smart speaker owners using device in shopping process (September 11, 2018)
Marketing Land: “After a dozen or so consumer surveys about smart speakers in the past year, we’re getting a good sense of how they’re being used. The latest of these, out yesterday, is from Adobe. And it supports the narrative that smart speakers are an important, emerging commerce channel.”

Industry News

USA Today Network Launches SMB Marketing Service LOCALiQ (September 11, 2018)
LSA Insider: “Yesterday, Gannett’s USA TODAY NETWORK announced the release of their new marketing service for small businesses, LOCALiQ. The solution is a combination of website, SEO, listing management and social media services and tools.”

Replay: Is Automation an Existential Threat to Agencies? (September 10, 2018)
LSA Insider: “Machine learning and automation are changing the dynamics of delivering marketing services to both small businesses and enterprises alike. Do automated campaign creation and optimization represent “an existential threat”? How should agencies respond and what areas and tasks should they focus on to avoid being commoditized or replaced?”

Google Rolls Out Video Ads in Showcase Shopping And Shoppable Image Ads (September 13, 2018)
MediaPost: “Google now allows advertisers to add a short video in the Showcase Shopping ad platform for desktop and mobile. The news, announced Thursday, builds on the product launch from last year.”

Member News

Pitney Bowes Opens Up Geospatial Analytics Software For Immediate Online Purchase (September 11, 2018)
GeoMarketing: “A year after partnering with Google to deepen its data and software services to SMBs, Pitney Bowes is now offering access to its geospatial technology for instant download as a way to increase its ties to a variety of business services clients.”

SOCi Releases SOCi Go Enabling Multi-Location Brands to Access and Manage Social Content, Conversations, and Reviews from Anywhere (September 13, 2018)
Cision: “SOCi, Inc., the leader in social media and reputation management for multi-location brands, today announced the launch of its new mobile app SOCi Go, allowing both corporate and local representatives of multi-location brands to leverage the company’s award-winning social and reputation management software from the palm of their hand.”

BrandMuscle President Paul Elliott to Speak at Place Conference (September 11, 2018)
Stock Guru: “Elliott will join leaders from Google, Simpli.fi, and PlaceIQ, and is scheduled to discuss a recent client case study that highlights BrandMuscle’s innovative use of geofencing (individual homes) and the combination of traditional direct mail with mobile display advertising and retargeting.”

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