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Daily News: Local Shopping Advantages, Paid Search Trends, Retailers & Black Friday Store Visits

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

Study: Local Shopping’s Built-in Advantages (November 21, 2018)
LSA Insider: “Consumer shopping habits have never been more complex than they are today, with shopping patterns now more fragmented and elusive than ever. And while some marketers believe (or want to believe) traditional shopping is dying, stores remain important for large numbers of consumers.”

No Credit: How advertisers miss 18% of conversions (November 21, 2018)
MarTech Today: “Marketers have always known their total sales, but they’ve also always struggled to know what led to the sales. Which sales can be attributed to ads? To know that, you need to know who saw ads and who converted, and if it’s the same person.”

Mobile’s Now Up to Almost Two-Thirds of US Digital Ad Spend (November 21, 2018)
Marketing Charts: “Online advertising revenues in the US reached $25.6 billion in the first half of 2018, with mobile accounting for 63% of the total, according to the latest revenue report from the IAB and PwC. This represents an overall increase of 23.1% year-over-year.”

Inertia Prevents Marketers from Re-Evaluating Their Spend (November 21, 2018)
eMarketer: “With digital marketing constantly evolving, marketers are frequently on the lookout for new tactics and technologies that could improve margins and increase revenue. But for those looking to change up how they evaluate their media spend, there are network effects and sunk costs that interfere.”

Grocers Use AI, Voice Tech to Manage ‘Black Wednesday’ Crowds (November 21, 2018)
Street Fight: “Thanksgiving is less than 24 hours away, and supermarkets around the country are overflowing with last-minute shoppers. The so-called “Black Wednesday” rush that happens the day before Thanksgiving each year is something that grocery stores expect and plan for.”

Paid search trends to watch for the 2018 holiday shopping season (November 21, 2018)
Search Engine Land: “Shopping, local searches and audience optimizations are three of the biggest considerations to keep in mind.”

Data: Retailers that can expect to see Black Friday store visits and those that won’t (November 21, 2018)
Marketing Land: “Starting tomorrow major retailers are expecting a big uptick in online buying and in-store foot traffic, driven by discounting and the Black Friday shopping frenzy. Gravy Analytics has released data that suggests, based on 2017 data, which stores are likely to see increased foot traffic and which ones will see fewer shoppers in their retail locations.”

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