Daily News: Brand Marketing Not Aligned with Retailers, Soliciting Reviews on Yelp, Beacons at Airports


Here is today’s roundup of news related to local marketing and advertising, local media, technology, local commerce, consumer behavior and more.

Study: Only 7% of Brands Say Marketing Is “Fully Aligned” with Local Retailers (November 7, 2016)
LSA Insider: “Outside of managing location data to improve local search rankings, brands are increasingly engaging local retailers to aid in these national-to-local efforts.”

Why Yelp Should Actively Embrace ‘Review Solicitation’ (November 7, 2016)
LSA Insider: “Yelp wants to maintain the objectivity of its content so that consumers will trust the site.”

Beacons Are Taking Off At Airports (November 7, 2016)
GeoMarketing: “84 percent of global airports are undertaking either a commercial deployment or a trial project related to proximity sensors.”

The Platform Of The Future Will Own The Intersection Of Advertising And Marketing (November 7, 2016)
AdExchanger: “The conversation drawing a distinction between marketing and advertising is finally happening in the mainstream.”

Just How Big a Deal Are Voice Search and Chatbots for Local? (November 7, 2016)
Street Fight: “Voice search being a critical emerging technology is a view that seemingly contrasts with that of many companies on the supply side of hyperlocal.”

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