Daily News: Local Market Remains Elusive, Digital Advertising to be #1 Next Year, Online to Offline Strategy

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

The Not-So-Low-Hanging Fruit: Why the Local Market Remains Elusive (September 8, 2015)
Street Fight: “All of that technology we bring to bear to win the last mile of commerce often stumbles once a consumer enters a store or tries to find a reliable plumber or electrician within his or her zip code, making the local market actually more elusive than it might seem.”

Digital Advertising Racing To #1 By Next Year (September 7, 2015)
MediaPost: “According to a recent comScore report, digital advertising is expected to become the No. 1 media category in 2016. Revenue for the category totaled $49.5 billion in 2014, up 16% from the previous year, the report said.”

Video Ads: Money For Nothin’ & Clicks For Cheap (September 4, 2015)
Search Engine Land: “If you’re a paid search marketer looking for new avenues to explore, columnist Pauline Jakober urges you to take a look at video ads.”

Capitalizing On The Digital Trail To The Offline Purchase (September 4, 2015)
Marketing Land: “As more consumers adopt multiple devices, here’s how you can successfully develop an online-to-offline strategy.”

90% of US Mobile Internet Time Said Spent in Apps (September 4, 2015)
Marketing Charts: “Apps continue to dominate US time spent with mobile, says Flurry, reaching 90% of mobile minutes in June 2015, up from 86% share in Q2 2014.”

Google Goes Further Down the Local “Discovery” Path (September 3, 2015)
BIA/Kelsey: “Rather than the standalone local discovery app we predicted last week, Google has just launched new restaurant discovery features as part of the existing explore function in the Maps mobile app.”

Consumers To Retailers: We Want More Location Services (September 3, 2015)
GeoMarketing: “In a survey of nearly 2,000 shoppers around the world, Zebra found that some of the top most desired services that consumers want include mobile coupons and promotions, interactive/smart shopping maps, and digitally connected assistance from sales associates.”

Estimote Creates An Indoor Location System Using Beacons And “Nearables” (September 3, 2015)
Tech Crunch: “Using something they’re calling “Nearables,” as well as standard Beacon technology, Estimote is now able to track people and objects in a building.”

How CMOs Are Spending Across The Customer-Buying Cycle (September 3, 2015)
Ad Age: “57% of CMOs plan to boost marketing budgets over the next two to three years. Content development will make up the largest portion of the marketing budget (13.3%), followed by traditional advertising (11.5%), the study found.”

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