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Weekly News: Voice Assistants & Local Search, Social Analytics Data, State of Hyperlocal

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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

How Voice Assistants Are Changing Local Search (April 12, 2018)
LSA Insider: “The rise in voice search correlates with the increased number of digital assistants, including Apple’s Siri, Google Assistant, Amazon’s Alexa, and Microsoft’s Cortana.”

Why Authentic Content Marketing Matters Now More Than Ever (April 9, 2018)
Search Engine Journal: “Content marketing, above all, is the most effective way to market to millennials, younger audiences, and prospective customers not immediately interested in your products or services.”

Time To Raise Your SEO Voice (April 10, 2018)
MediaPost: “The bottom line is there’s no bottom line in sight with the voice search boom. So what does it mean for search engine optimization (SEO) in the age of Siri, Cortana and Alexa?”

Strategy & Tactics

How to Stand Out with SEO for Your Digital Marketing Agency (April 9, 2018)
LSA Insider: “SEO is about so much more than optimizing your content with keywords and focusing on other on-page elements.”

How Are Marketers Using Social Analytics Data? (April 12, 2018)
Marketing Charts: “Social analytics data is most commonly used for community management and engagement, reports NetBase in a survey of more than 700 marketers in the US and Canada.”

Closing the deal with in-store customers (April 11, 2018)
Marketing Land: “After brands spend big bucks to get a potential customer into the retail environment, how can they win the sale? Contributor Davor Sutija suggests approaches and technologies that can help.”

Stats & Studies

Study: Despite Lacking Expertise, SMBs Opt for In-House Digital Marketing (April 10, 2018)
LSA Insider: “The do it yourself (DIY) vs. do it for me (DIFM) vs. do it with me (DIWM) discussion continues in the small business (SMB) marketing space with new data coming out from a recent Clutch survey of 351 small business owners.”

Study: 83% Switch Between Online & Offline Channels When Making Purchase Decisions (April 11, 2018)
LSA Insider: “The practice of utilizing a combination of devices and channels to browse and purchase products has become the new norm for many consumers.”

Study: Exposure to viewable ads drove a 53% increase in store visits (April 11, 2018)
MarTech Today: “A new study from Placed and Moat has found that viewable ad impressions actually have a material impact on offline visits and conversions.”

Industry News

Google My Business expands menu editor to support service menus (April 9, 2018)
Search Engine Land: “You no longer need to be a restaurant to add your menu of services to your Google local listings.”

State of Hyperlocal: Report Shows Buyer and Seller Alignment, Attribution Focus (April 9, 2018)
Street Fight: “Suppliers of local marketing technologies and services appear fairly well aligned with their customers’ spending, needs, and challenges, although there are a couple of places where they might be missing opportunities.”

What marketers need to know about Facebook’s updated Business Tools Terms (April 12, 2018)
Marketing Land: “The updates are largely guided by GDPR and go into effect May 25, 2018.”

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