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Weekly News: Location Data, ‘Digital Everything’ Attribution, Local Marketers & Co-op Ad Programs

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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

Location Data: Kohl’s Store Visits Benefit from Amazon Partnership (August 8, 2018)
LSA Insider: “Location data is extremely useful for business intelligence, decision-making, competitive analysis, product planning and many other purposes beyond advertising and attribution (see Factual webinar).”

Amazon: The Path to DIY E-commerce for SMBs (August 6, 2018)
LSA Insider: “According to Amazon’s “Small Business Impact Report” from May this year, half of all items purchased on Amazon come from small and medium-sized businesses (SMBs).”

The challenge and promise of ‘digital everything’ attribution (August 7, 2018)
MarTech Today: “Contributor Brian Handly explains why attribution is still an unsolved problem despite the proliferation of available data.”

Strategy & Tactics

Hey Siri, how can marketers use voice to drive loyalty and engagement? (August 6, 2018)
Mobile Marketer: “Despite the progress that brands have already made integrating this technology into their strategies, voice activation has largely been untapped within loyalty and promotion strategies.”

What Amazon Alexa’s ‘Answer Update’ Means For Marketers (August 9, 2018)
GeoMarketing: “The rollout of the feature sees Amazon quietly furthering its commitment to expanding Alexa’s Knowledge Graph.”

Adapting to Google’s latest speed update (August 3, 2018)
Search Engine Watch: “Page speed has always been a priority to maintain search visibility, but before Google’s latest Speed update, this was something predominantly associated with desktop sites.”

Stats & Studies

Report: 34% of Marketers Purchase Location Data, Only 20% ‘Very Confident’ of Accuracy (August 8, 2018)
LSA Insider: “Location data uses have expanded far beyond marketing, but the primary use remains audience targeting and consumer intelligence. Without massive audiences and in-house technical capabilities, many marketers are left to buy location data.”

Voice Assistants, VR Not Critical To Shoppers: Study (August 7, 2018)
MediaPost: “While chatbots and voice assistants are gradually being adopted by consumers, 65% of shoppers in the U.S. and Europe say they either are either not very important or not at all important, based on a new survey.”

Amazon ‘Internal Figures’ Show 50M Echo Devices Sold to Date (August 7, 2018)
LSA Insider: “In an article arguing that voice-commerce is not happening, The Information (subscription required) says “about 50 million” Alexa devices have sold to date.”

Industry News

Facebook Releases Major Overhaul of Local Business Pages (August 7, 2018)
LSA Insider: “Announced yesterday, Facebook has made numerous updates to its Pages, Events and Jobs platforms, all intended to help connect local businesses with customers and cultivate better relationships. The updates include visual redesigns and new additions, as well as tweaks and improvements to current tools.”

Replay: How Voice Search is Unraveling Content Marketing as We Know It (August 3, 2018)
LSA Insider: “During a recent LSA webinar, Collin Holmes from Chatmeter discussed the rapid adoption of voice search and its different aspects, as well as how it’s changing the landscape of content marketing. Voice search is currently available on phones, in cars and on home devices and smart speakers.”

Report: Local Marketers Frustrated with Complex Co-op Ad Programs (August 3, 2018)
LSA Insider: “To some co-op is viewed as a huge, multi-billion dollar marketing fund available to local retailers (advertisers). But many local marketers that seek helping local clients take advantage of these dollars either ignore or abandon co-op as a strategy due to the excessive paperwork, bureaucracy, outdated rules and unreasonable requirements.”

Member News

Mono Partners with Leading Spanish Service Provider PA Digital (August 1, 2018)
Mono Solutions: “The partnership allows PA Digital to deliver modern websites and additional digital marketing services to small- and medium-sized businesses (SMBs) across all of Spain.”

Google: August core algorithm update still rolling out (August 3, 2018)
Search Engine Land: “On Wednesday, Google said it had begun rolling out a broad core algorithm update for search results. Today, we learned that the update is still rolling out and will continue to roll out, likely until sometime next week.”

How Bing is enhancing search and apparently growing as a result (August 7, 2018)
Search Engine Land: “Sure, Google is still bigger, but contributor Adam Dorfman notes that Bing has been introducing significant innovations. Here’s why the underdog search engine is worth another look.”

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