Local Media

Archive for the ‘Local Media’ Category

January 30, 2018

3 Charts: Understanding Research Online, Buy Offline Behavior

In 2015, Deloitte expected 64 cents of every dollar from in-store sales to be influenced by the internet that year. Over two years later and the impact of digital media on the path-to-purchase continues to evolve, with slightly different paths when it comes to purchasing from a brick and mortar location vs. a service area business….

Contributed by: Joe Morsello

January 26, 2018

Google Bulletin: What the Heck Is It?

There has been a flurry (or frenzy) of activity at Google My Business this year. A host of new tools and capabilities were rolled out over the course of 2017. Collectively they reflect the emphasis and investment that Google is making in local, as Mike Blumenthal pointed out on our webinar yesterday. Today Google teased a new…

Contributed by: Greg Sterling

January 26, 2018

Replay: What Local Marketers Must Know in 2018

In the latest LSA webinar, Mike Blumenthal and David Mihm discussed their predictions for the local marketing space and what they mean for digital agencies and media companies in 2018. Topics included local SEO, Google and GMB, reviews and reputation management, local ads and voice search. In addition to reacting to the predictions in LSA’s…

Contributed by: Joe Morsello

January 23, 2018

5 Types of Data That Should Drive Your Local Digital Marketing Strategy

Digital marketing is most often based on data-driven decisions. From online behavior (clicks, dwell time, etc.) to complex search algorithms, marketers view almost every online interaction as a piece or source of data. But when we talk about data in the local marketing context, what do we mean? One standard response is the familiar “it…

Contributed by: Matt Matergia

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

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