Local Media

Archive for the ‘Local Media’ Category

January 12, 2018

Avvo Decides Not to Go Public, Being Acquired by Internet Brands

Legal directory Avvo, which was founded in 2006 as a kind of “Yelp for lawyers,” has been acquired for an undisclosed amount by Internet Brands, which is itself owned by private equity. The company will now be part of the holding company’s “legal vertical,” which includes Lawyers.com, Martindale-Hubbell and Nolo.com. Avvo raised well over $100 million of…

Contributed by: Greg Sterling

January 2, 2018

Twitter, Facebook, Edward Jones, PlaceIQ & 62 Others Join LSA in 2017

For each of the last four years we have welcomed more new members than the year previous, at numbers we hadn’t seen in recent history. 2017 was, once again, our biggest year yet, with 66 new members spanning the local ecosystem. (View new members from: 2016, 2015, 2014) We remain focused on representing the interests…

Contributed by: Neg Norton

January 2, 2018

IAB: Ad-Revenue Growth Stalling, Big Platforms Must Now Mine SMB Market

A little noticed “addendum” to the IAB’s Internet Revenue Half Year Report, released last month, argued that ad spending among national advertisers is flat to anemic and that big internet ad platforms and exchanges will need to recruit more SMBs in order to drive future growth. The short addendum, which relies entirely on third party…

Contributed by: Greg Sterling

December 19, 2017

Study: Top 5 Most Effective Digital Channels for Marketers

Email has long been seen as the most effective digital marketing tactic by many marketers. While some believe it still is, a new study argues there’s less of a consensus today. According to a survey of 271 marketing influencers, 18% said social media was the most effective digital marketing channel. Following that was content marketing…

Contributed by: Joe Morsello

November 29, 2017

SMB Market: How Will Machine Learning/AI Impact DIFM vs. DIY?

One of the questions that intrigues me most these days is: how will machine learning and artificial intelligence impact small business marketing? That’s the subject of a panel I’m moderating at next week’s Cloud Adoption Summit, featuring iPromote, Facebook and Google. Will it primarily benefit marketing services providers who work with SMBs? Or will we…

Contributed by: Greg Sterling

November 21, 2017

Brands Update Co-op Ad Programs to Encourage Digital Media Use

Other than online display advertising and paid search, local marketers are largely still focusing co-op efforts on legacy media. A recent LSA survey of local marketers found that five of the top six most commonly used channels used for co-op represent legacy media: newspapers (1), yellow pages (3), out-of-home/billboards (4), radio (5) and direct mail…

Contributed by: Joe Morsello

November 20, 2017

SMB Websites Can’t Be Replaced by Earned & Paid Media – Here’s Why

Last year a survey from Capital One found that 61% of SMBs were utilizing social media for their business while only 56% had a company website. Furthermore, the survey found 32% said increasing advertising and marketing efforts would best improve business, with only 14% saying the same about creating a website. SMBs’ social media pages…

Contributed by: Matt Matergia

November 9, 2017

Study: 68% Left a Review for a Local Business When Asked

According to a new study, 68% of consumers left a review for a local business when asked; 74% of survey respondents said they were asked to leave a review. This suggests businesses that simply ask for reviews are more likely to get them than those that don’t. Overall, 97% of consumers said they had looked…

Contributed by: Joe Morsello

October 25, 2017

4 Steps to Local Inbound Marketing Success in 2018

The ways potential clients find local businesses are changing dramatically. However, the marketing funnel for SMBs should remain the same. Google’s Consumer Barometer offers insights into how local consumers use the internet and how they interact with digital assets of SMBs. Using this data, marketers can help local businesses create content and campaigns for each…

Contributed by: Carolyn Lyden

October 24, 2017

Study: Ad Creative Drives More Sales Lift than Media, Targeting

At the Place Conference last month, Walter Geer, VP and creative director at Verve, said that data is like marketing fuel and the creative is the vehicle that the fuel goes in. In other words, marketers may have access to data and customer insights that aid in targeting and reach, but it is the creative…

Contributed by: Joe Morsello

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