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Daily News: Facebook Builds O2O Infrastructure, Publishers Lose Billions From Blocked Ads

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

Facebook Builds Its Online-to-Offline Infrastructure with Place Tips and Free Beacons for SMBs (June 9, 2015)
LSA Insider: “Facebook is rolling out indoor Place Tips, a feature for location-enabled mobile users that was introduced in January. This is essentially Facebook’s version of indoor marketing, but it also can serve a future analytics or online-to-offline (O2O) attribution function.”

Flaunt Beacons, Don’t Hide Them, Says GameStop (June 9, 2015)
GeoMarketing: “Beacons are typically designed to be discreet and retailers often hide or camouflage them in stores so that customer doesn’t even know they’re there; for Jeff Donaldson SVP, GameStop Technology Institute, this is the wrong approach. He feels that beacons should not be kept stowed away in secret, but rather spotlighted by marketers so as to encourage consumer interaction.”

Bing, Google, Publishers Lose Billions Of Dollars From Blocked Ads (June 9, 2015)
MediaPost: “Ad blocking remains a controversial topic. Based on a variety of data, one company attempts to estimate the financial loss to Google. Of the estimated $41 billion in revenue Google reported in 2014, PageFair estimates that $17.6 billion came from the U.S. Some $1.9 billion represents the estimated U.S. revenue available to Google on google.com that the company did not generate as a result of the 10% of visitors having ad-blocking technology installed in their browser.”

With New Software, Apple Looks to Bring Together Local Search and Commerce (June 9, 2015)
Street Fight: “Apple showed off updates to its three operating systems Monday, announcing the next iterations to both OSX and iOS as well as a new version of the operating system for Apple Watch. The updates include vast changes to core functionality as well as large updates to a handful of Apple-developed applications such as Maps, Apple Pay and Passbook.”

Visa/Dunkin Donuts, Apple/Square Offer Incentives to Get People Using Mobile Payments (June 9, 2015)
GeoMarketing: “Visa and Dunkin’ Donuts are teaming up on a promotional effort that is designed to get more customers to use mobile payments at the coffee shop’s franchises. The Visa Checkout mobile payment system that is linked to the brand’s credit card, is being folded into the Dunkin’ Donuts app. In a co-branded campaign with the credit card issuer, Dunkin’ Donuts is offering a $10 bonus to anyone who loads at least $25 onto a new or existing DD store card using Visa Checkout.”

Increasing Local Search Conversions: From Click to Call to Sale (June 9, 2015)
LSA Insider: “The world has gone mobile. And the twin sibling of mobile is local. . . To stay ahead of competitors marketers must capitalize on these local mobile search trends. Consider the following strategies when developing your paid search campaigns: 1. Use Location Bid Adjustments. 2. Adjust Bids for Mobile Devices. 3. Take Advantage of Call Extensions. 4. Make Sure Your Landing Pages Are Mobile Friendly.”

Hey Incumbents: While You Were Sleeping Your Business Blew Up (June 9, 2015)
Screenwerk: “. . . Many “incumbent” local media organizations (directory publishers, newspapers) watched from the sidelines as the internet and digital marketing world developed momentum over a decade. In fairness, some took risks and experimented. However, because revenues were speculative or small by comparison, most did not and accordingly are now fighting for their lives.”

Local advertising takes a first quarter hit (June 8, 2015)
Media Life Magazine: “Local advertising is always slower to bounce back from a recession than national advertising, since it’s more dependent on smaller advertisers. Add to that the flow of ad spending from traditional to new media, and local advertising has yet to fully recover from the Great Recession. A new report from Pivotal Research Group finds first quarter local ad spending fell 2.8 percent, to $14.81 billion.”

How Busy Local Businesses Can Leverage Data & Technology For Content Marketing (June 8, 2015)
Marketing Land: “. . . As recently as 10 years ago, you could get the word out about your business quickly using ads on television and radio, posting flyers, or having a listing in the yellow pages. There weren’t that many other choices. Some of those options are still acceptable for reaching a local market, but we’ve entered the information age, where content is king — as long as you get it shared everywhere that your local audience is looking.”

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