Daily News: Customer Acquisition Costs, SaaS ‘Engagement’ Problem, GMB Subscription Bundles

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

As Customer Acquisition Costs Rise, SMB SaaS Tech Providers Find Innovative Ways to Reduce Churn (April 30, 2019)
LSA Insider: “With bountiful opportunities available, investors are allocating a great deal of money into SMB SaaS companies. According to SurePath Capital Partners, SMB-focused software companies raised roughly 1.3B in March and around 2.2B in February of this year. The investments ranged from restaurant management platforms to cloud-based HR software.”

Billions of Dollars in Unused Software Points to SaaS ‘Engagement’ Problem (April 29, 2019)
LSA Insider: “A new report on enterprise software usage by Emarsys reveals that 28% of all software on work PCs is essentially unused. The analysis was based on a study of 74 enterprises in 13 industries in the US and UK. None of the companies in the study were SMBs.”

Google Tests Concept of GMB Subscription Bundles and Pricing (April 29, 2019)
LSA Insider: “Over the weekend Google sent an undetermined number of Google My Business customers a survey about features and services. Some of these are existing features and some are hypothetical. It’s interesting as a roadmap preview, on the one hand. But more interesting is the fact that it presents bundles of services/features and potential pricing.”

Yext to Hire 500 People for New NYC Headquarters Near Google (April 29, 2019)
Bloomberg: “The company, which builds software to help businesses keep their information up to date on websites such as Yelp and Facebook, expects to hire 500 people in New York over the next five years, Chief Executive Officer Howard Lerman said in an interview.”

Marketers To Average $18M On Digital Video This Year (April 29, 2019)
MediaPost: “Advertisers are expected to spend about $18 million digital video this year, according to a new report from the Interactive Advertising Bureau. Released during the first day of the IAB-organized Newfronts, the IAB Video Advertising Spend Report found that digital video ad spend is expected to rise by about 25% year over year.”

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