Daily News: Customer Acquisition Costs, Privacy Laws & Email, Facebook Algorithm Change

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

SMB Sales, Segmentation & Customer Acquisition Cost: A Better Way (May 17, 2019)
LSA Insider: “One of the key KPIs in the SMB-SaaS world is customer acquisition costs (CAC). Companies and investors are obsessed with this metric as well as others: churn, ARR and LTV. Behind CAC are questions about sales and marketing efficiency — and SMB segmentation in turn.”

How strict privacy laws can inform a marketer’s approach to email (May 17, 2019)
Marketing Land: “The debate around federal privacy laws and regulations has reached a fever pitch as consumers grow increasingly concerned about their privacy. States such as California are enacting strict and robust privacy laws on a local level.”

At I/O, Google Offers a New Vision for Local Search (May 17, 2019)
Street Fight: “When it comes to digital technology, there are very few subject areas in which Google doesn’t have a fairly deep investment. If you review the list of sessions last week at I/O, the company’s developer conference, you’ll encounter a familiarly broad range of topics, from payments to gaming to deep learning, security, smart homes, self-driving cars, cloud computing, foldable devices, and myriad others.”

Facebook changes algorithm to promote worthwhile & close friend content (May 16, 2019)
TechCrunch: “Facebook  is updating the News Feed ranking algorithm to incorporate data from surveys about who you say are your closest friends and which links you find most worthwhile. Today Facebook announced it’s trained new classifiers based on patterns linking these surveys with usage data so it can better predict what to show in the News Feed.”

Mobile, desktop search traffic split may have stabilized at roughly 60% – 40% (May 16, 2019)
Search Engine Land: “According to the IAB’s annual Internet Advertising Revenue report, released last week, the split between mobile and desktop revenue was roughly 65% to 35% in favor of mobile. Ad spending on the desktop is flat, while mobile (and video) are driving significant growth.”

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