Daily News: Location-Based Marketing, The Retailpocalypse, Dominant Ad Formats

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

94% of Marketers Plan to Use Location Data to Improve Accuracy and Results (June 26, 2019)
LSA Insider: “Data has become arguably the most important component of marketing strategies. It has allowed for marketers to create and test personalized, meaningful messaging and deliver it to their target audiences at the exact right moment. Additionally, marketers can use data tools to measure the impact of such advertising and easily adapt it to continuously drive sales and engagement.”

The Retailpocalypse Doesn’t Have to Be Scary for Local Businesses (June 26, 2019)
Street Fight: “Things have been pretty bleak for Big Retail recently. In April, analysts reported nearly 6,000 store closures in the first few months of 2019—eclipsing the number for all of the previous year—and revealed that foot traffic at popular malls was steadily declining from an August 2018 peak.”

Google Search Console adds mobile-first indexing features (June 26, 2019)
Search Engine Land: “Google announced Wednesday that it made a “few tweaks” to Google Search Console to help webmasters and SEOs understand how Google is indexing their sites. Specifically, you’ll be able to see if and when Google switched a site to mobile-first indexing or not.”

Google tests carousel format for mobile text ads (June 26, 2019)
Mobile Marketer: “After the search giant saw success with the carousel format on its Google Shopping platform, according to Ad Age, bringing the change to mobile search overall could drive ad spend back to the platform. Google search results and paid-search listings are much more confined on mobile devices than on desktops, presenting a significant restriction for ads.”

Video is the Dominant Ad Format in the US (June 25, 2019)
Marketing Charts: “The US advertising marketplace is expected to grow by 8% (not including cyclical events such as the Olympics and the World Cup) in 2019 and, according to new data from the Standard Media Index (SMI), much of that ad growth will come from small and medium-sized businesses (SMB), who are expected to hike their ad spend by 14% this year.”

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