Advertising

Archive for the ‘Advertising’ Category

September 17, 2019

The Buy-it-Yourself Model Makes Landfall in Local TV

Those of you who know me have probably heard my pitch for the buy-it-yourself ad platform for local and small businesses. Perhaps you’ve heard it more than once. I can’t recall the exact date when I first made the case for a BIY platform. I think it was about four years ago, when I was…

Contributed by: Neal Polachek

July 31, 2019

Build Your Skills: Instagram Location Targeting for Local Marketers

When Instagram first launched in 2010, many marketers were just starting to understand the power of social media: testing the waters with Facebook pages and sending those first tentative tweets. But these days, even mom and pop shops know that customers are finding them via social media–namely Facebook. However, Instagram is quickly catching up in…

Contributed by: Paul Zemaitaitis

July 16, 2019

Study: 84% of GMB Search Is Category Based, Only 16% Direct

What does an analysis of 45,000 GMB listings tell us? BrightLocal just released a study that analyzed that number of Google My Business (GMB) listings from the US, UK, Canada and Australia in 36 industries. Most of the listings are associated with small businesses rather than franchises, presumably. Here are the top-level findings in the…

Contributed by: Greg Sterling

July 10, 2019

Forecasts: SMBs Driving Global Ad Growth, Local Revs to Hit $149 Billion

Ad revenue growth is slowing. The major forecasting firms have revised their global growth predictions for 2019 downward compared to 2018. Consensus estimates put digital ad revenues at or near 50% this year. And local revenues (including traditional media) are expected to reach $149 billion according to BIA Advisory Services (formerly BIA/Kelsey). Zenith, part of…

Contributed by: Greg Sterling

July 3, 2019

Most DTC Brands Will Need an Offline Presence to Succeed

The hottest segment in retail is direct-to-consumer (DTC). In fact, reputation management platform Yotpo has almost completely repositioned as a technology provider for the DTC market. Most people are familiar with at least some DTC brands: Glossier, Everlane, Allbirds, Warby Parker, Leesa, Casper, Bonobos, Away and so on. While it’s not true that 100% of…

Contributed by: Greg Sterling

June 13, 2019

Drive to Simplify SMB Experience Behind Location3 Platform

Last week at the LOCALOGY ENGAGE event near Washington DC much of the discussion centered around building marketing and back office SaaS products for small businesses that are simpler and more transparent in order to improve engagement, which is a great bulwark against churn. We learned from the new Modern Commerce Monitor™ (which is replacing…

Contributed by: Charles Laughlin

June 12, 2019

The Interesting Bits from Mary Meeker’s Massive Slide Deck

Described by some as “the most anticipated deck in Silicon Valley,” former Wall Street analyst turned VC, Mary Meeker did her annual data dump yesterday (.pdf). By way of context, the slides are put together by subordinates and sourced from third party data. There’s no original research or forecasting in the document. At 333 pages…

Contributed by: Greg Sterling

June 10, 2019

Study Shows, Once Again, Clicks Are Not Customers

Despite all the sophistication now available in analytics and customer journey analysis, a substantial number of marketers are still focused on clicks — including last-click attribution. And while clicks can be a helpful directional metric, it’s usually a mistake to focus on CTR as a primary KPI. This point was originally made more than a decade agao by…

Contributed by: Greg Sterling

June 6, 2019

LOCALOGY ENGAGE 19: SMBs — Our Time Is the New ROI

LSA just wrapped LOCALOGY ENGAGE in Washington DC. Day one of the 2-day event brought together local SaaS technology providers with the SMBs they serve, in order to facilitate a direct conversation between them. One of highlights of the event was a small business roundtable at the end of the first day. The session, which operated like…

Contributed by: Greg Sterling

May 14, 2019

Facebook Releases New Ad Resources for Auto Dealerships

Yesterday, Facebook announced the release of two new resources for car dealerships, both designed to help dealers reach their audiences through targeted ad campaigns. This news comes nearly a week after the company announced it was adding several new ad tools for the 90M small businesses that have an active presence on the platform, including…

Contributed by: Courtney Dobson

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