Nearly half of small businesses have adopted cloud-based tools and many more will in the next 12 to 18 months. This shift to the cloud may be the most disruptive trend yet facing local marketing and media sellers. As it stands today, a new study found that 22% of SMBs are already making use of…
From news and commentary to stats and studies, we cover a variety of topics here on LSA Insider. Based on article views, shares and comments, here are the top ten most popular posts from Q2 2017: 1. 8 Changes to Google My Business: What You Need to Know (June 8, 2017) Joy Hawkins, a Google My…
Many people are surprised to discover e-commerce is still less than 10% of total retail: roughly $400 billion out of nearly $5 trillion last year. And while online commerce continues to grow, the larger story is how digital media are affecting not billions but trillions in offline consumer spending. According to Deloitte, more than $2…
Nearly half of small and medium-sized businesses (SMBs) have adopted cloud-based tools in at least one area of their businesses and many more will over the next 12 to 18 months. As SaaS businesses establish trust with their SMB customers they will expand into adjacent services, including local marketing. This shift to the cloud may…
Consumers on the path to purchase bounce from media to media, online to offline and back again. This is why marketers started talking about the importance of a “multi-channel” or “omni-channel” approach. Marketers who once saw media in silos are now beginning to approach it holistically, striving to “be there” when and where consumers are…
Multi-location brands are faced with a two-fold marketing challenge: building national awareness and reaching consumers where they shop locally. With more than 90% of purchases still taking place in physical stores, local tactics are important and new data reinforce this importance. According to a new study, when both brand and location-specific pages exist, 85% of…
Advertisers expect the marketing providers/agencies they work with to be experts on the latest technology developments and industry trends. While small agencies serving SMBs are focused on digital fundamentals (i.e., SEO, websites, Facebook, etc.), mid-sized and larger agencies are turning increasingly to new and emerging technologies. According to a study of mid-sized to large agencies,…
Over the past several months, I’ve drafted the Local Marketing Stack infographic, which I hope will help small business owners as a roadmap for making marketing decisions. Although the graphic is intended to help small business owners figure out their path, it can be equally useful for media agencies serving those business owners. Where Do…
In the battle for local-market visibility, brands and enterprises are outspending SMBs. Though local businesses are far more numerous, larger brands and retailers have many more resources for exposure in local markets. As they wake up to the importance of local to mobile users, brands are shifting priorities and budgets. This year they are expected…
The fragmented nature of digital media has created lots of complexity when it comes to media planning and measurement. Even as new attribution solutions seek to make it easier to determine “what’s working,” measuring campaign success remains a challenge for most marketers. According to a new study, marketers say the top five most important insights…
