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Daily News: Wearables & In-Store, Google Maps, Twitter Targeting Update

Here is today’s roundup of news related to location-based marketing, media, technology, sales, commerce and more: 

Why Brick-And-Mortar Is The Next Great Data Reservoir (June 1, 2015)
AdExchanger: “Retailers might look like they’re under siege, according to Gartner VP and analyst Andrew Frank, but they’re actually sitting on a pile of ‘underleveraged data.’ Unfortunately, much of this data isn’t digestible by marketing technologists. In February, The University of Minnesota published a report demonstrating the causal relationship between search engine advertising and local in-store sales.”

Get Outta Town, PCs! Mobile Takes Over Local Search Volume (June 1, 2015)
eMarketer: “Last year, mobile passed desktop for local search query volume, according to BIA/Kelsey data released in May 2015. Rapid growth is set to continue for the former. The research reported that there would be 81.8 billion US local search queries conducted via mobile in 2015, up 23.0% over 2014. In comparison, desktop local search volume was expected to drop slightly this year, from 65.6 billion to 64.6 billion. Such trends were expected to continue over the coming years, and BIA/Kelsey estimated that by 2019, the number of US local searches through mobile devices would reach 141.9 billion, vs. 62.3 billion for desktops.”

Data Scribe Inc. Re-organizes as Data Scribe Solutions LLC (June 1, 2015)
LinkedIn: “Data Scribe Inc. will become Data Scribe Solutions LLC. Data Scribe Inc. has been serving the LSA community since 1985 and was one of the first providers of data automation in the space. Since inception and under the leadership of Tom Aberer, Data Scribe has leveraged programming and technology to address unsolved problems. Data Scribe has developed a legacy of handling the complexities of White Page listings and billing management in an innovative manner. To this day, no other provider in the space offers the holistic services available through Data Scribe’s TelPay and TelListing solutions.”

Studies Find More SMBs Want to Manage Their Own Social Media (May 29, 2015)
Street Fight: “Almost every week a new study comes out gauging the perceptions and sentiments of small and medium-sized businesses (SMBs). Individually these studies provide insight into a particular issue, channel or SMB challenge, but when viewed in a broader context a narrative starts to unfold. There is compelling evidence that SMBs’ understanding and aptitude for social media is growing. More importantly, it seems that a significant number of SMBs want and may be ready to take the reins of their social media marketing.”

Consumers Expect Wearables To Enhance The In-Store Experience (May 29, 2015)
GeoMarketing: “Wearables for consumer-facing and business purposes are starting to show greater appeal, as more than a quarter of mobile users indicate that that they will have this kind of connected device on their person over the course of a year, according to a survey cited by eMarketer. The research, conducted by technology ratings and reviews company PowerReviews, shows that, as of this past April, 30 percent of U.S smartphone owner have already bought, or plan to buy a Wearable within the next 12 months. Of this group, 82 percent say they are interested in using Wearables as a tool to enhance their in-store experience.”

Google Maps Breakthrough: Search And Navigation Without A Connection (May 29, 2015)
Search Engine Land:  “Google continues to add features and capabilities that keep its maps that much ahead of the competition. Coming out of I/O yesterday Google made a major announcement: Google Maps search and voice guided, turn-by-turn navigation will be available offline. This is intended for anyone without a data connection or with a weak or inconsistent one. So it will be great for travelers who don’t want to pay international data charges or don’t want to get a local SIM card. But more importantly it’s for developing markets and places in the world where data connections are unreliable.”

Twitter Debuts Audience Insights To Aid Advertisers (May 28, 2015)
MediaPost: “Expanding its analytics offerings, Twitter is rolling out Audience Insights — a new tool to help advertisers make sense of the network’s users. With Insights, Twitter is promising to shine a light on brands’ followers, along with anyone who engages with their organic tweets. Brands ‘can also identify new, relevant audiences to target for an upcoming campaign,’ Andrew Bragdon, a product manager in the revenue department at Twitter, assured in a new blog post. Marketers get their own dashboards, which aggregate information about user demographics, interests and purchasing behavior.”

Local Advertising: It’s all About Full-Funnel Attribution (May 28, 2015)
BIA/Kelsey: “. . . Many advertisers use simplified models for attributing customer response. For example, the last click model attributes conversions to the last message a consumer saw. But smartphone penetration and the age of big data are coming together to create an environment where deeper ad attribution is attainable. This includes the traditionally elusive area of offline ad attribution — connecting the dots between digital engagement and real world (read: local) conversions. The mobile device now provides that link.”

Google Debuts New AdMob Tools For Ad Targeting, Native Ads, Scaling Apps And More (May 28, 2015)
Tech Crunch: “In addition to new products and media partnerships aimed to help app developers grow and manage their businesses, Google today also announced a new set of AdMob tools to help developers better target ads, serve native ads, and scale their apps more quickly with support from app sales teams. The company also noted it has expanded AdMob mediation – a tool that lets developers maximize their fill rates by sending ad requests to multiple networks – to now 40 mediation partners.”

Google I/O: ‘Now’ App ‘Understands’ 100 Million Places (May 28, 2015)
GeoMarketing: “The Google Now mobile app that collects and displays virtual ‘cards’ showing users their calendar, weather, travel itinerary, and even how long it will take them to get is being updated with additional information from outside apps like OpenTable and Yelp to provide greater place-based context. The app’s additional uses were detailed by Aparna Chennapragada, Google Now’s product director, at the company’s 8th annual Google I/O developer showcase. Google Now has accrued contextual ‘understanding’ of more than 100 million places around the world.”

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