Daily News: Location Data + IoT, How Google Measures Store Visits, Digital Spend to Grow Despite Issues

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

How Location Is Improving Brand & Consumer Experiences with IoT (September 26, 2017)
LSA Insider: “While the use cases of IoT are endless, here are four use cases where location can greatly impact IoT devices.”

Understanding How Google Measures Store Visits (September 26, 2017)
Street Fight: “At the LSA Place conference in New York last week, Google offered a rare glimpse into the procedure Google uses to link online ads to offline store visits.”

Why Brands Continue to Invest in Digital Advertising, Despite the Industry’s Many Problems (September 26, 2017)
AdWeek: “Advertisers are not going to be able to back out of the decade-long investment they’ve made in digital.”

Why Brands Still Need Bing As Apple Switches Siri And Spotlight Search To Google (September 26, 2017)
GeoMarketing: “If you’re not focusing on ranking well on Bing, you lose traffic while exposing yourself to too much dependence on Google.”

Report: The future of paid-search marketing is machine learning and AI (September 25, 2017)
Search Engine Land: “Machine learning-optimized campaigns saw 71 percent better conversion rates and lower CPCs than those not using it.”

YouTube promises advertisers new ways to target audiences and measure the offline impact (September 25, 2017)
The Drum: “At Ad Week New York, YouTube has unveiled tools for advertisers to measure its effectiveness in driving sales both on and offline.”

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