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Daily News: Digital Word of Mouth & Search, Social Media Users, Destination-Based Marketing

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

Here’s how digital word of mouth and search have converged (April 18, 2019)
Search Engine Land: “Smart companies can shape their reputations and visibility with online word of mouth and careful attention to customer feedback.”

Social media users trust fellow consumers more than brands, study finds (April 18, 2019)
Mobile Marketer: “The majority of social media users looking for product information prefer posts from other consumers, with 51% of survey respondents saying they trust user images because they’re more authentic and trustworthy than brand-owned creative, per a survey by Olapic and Cite Research that was shared with Mobile Marketer.”

Factual Launches Measurement Intelligence to Track Real-World Conversions and Optimize Campaigns Across New and Emerging Digital Channels (April 18, 2019)
Business Wire: “Measurement Intelligence launches following a landmark year for the company, which raised $42 million in new funding and expanded its global presence, launching into the JAPAC region. Factual data, which is used by all 50 of the top national advertisers, was also proven to have a 202% ROI and $2.5 million profit uplift over three years, according to Forrester Research.”

Study: Personalization Important To Young Retail Shoppers (April 17, 2019)
MediaPost: “Younger retail shoppers are driven more by personalization than older people, according to Consumer Shopping Habits—The Generation Gap, a study by BRP, sponsored by Manhattan Associates. They also are more attracted by a retailer’s technology.”

Destination-Based Marketing Adapts Location-Driven Strategies for Consumers on the Move (April 16, 2019)
Street Fight: “Traditional location-based marketing strategies that utilize geo-fencing around physical locations aren’t always effective when consumers are in motion, potentially driving past targeted locations or through virtual geo-fences with no intention of stopping along the way. In these scenarios, a new strategy is needed.”

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