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Daily News: How Marketers Use Location Data, Targeting Devices vs. People, Measuring Mobile ROI

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

Marketers Use Location Data for More Than Just Targeting (December 1, 2016)
LSA Insider: “Ad targeting remains the most common use of location data, but a number of other popular uses of this data have emerged.”

How Voice Search Will Alter The Last Digital Mile’s Purchase Path (November 30, 2016)
GeoMarketing: “Instead of targeting the person, brands will have to start targeting personal digital devices.”

Would You Believe 67% Of Marketers Can’t Measure Mobile ROI? (November 30, 2016)
MediaPost: “Yet, despite its obvious might, many marketers continue to treat mobile like a second-class channel.”

‘Beacons are dead,’ says CEO of a retail analytics firm (November 30, 2016)
Marketing Land: “The main reason, according to Euclid Analytics’ head Brent Franson: consumers aren’t yet using their smartphones the way beacons assume.”

SEO without SERPs is here with Google Assistant, Home and Amazon Echo. Here’s how to survive. (November 28, 2016)
Search Engine Land: “Columnist Bryson Meunier discusses how the rise of digital assistants will impact how search engine optimization is performed.”

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