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Daily News: Marketing to Millennials, Omnichannel Optimization, LinkedIn Adds Interest Targeting

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

2019 Prediction: Google Breaks Down Barrier to Entry for Local Advertisers (January 24, 2019)
LSA Insider: “I think we’re going to see more of Google helping small and local businesses with their online advertising challenges. Small businesses often lack resources and have difficulty in measuring the success of their search campaigns, if direct online conversions aren’t there.”

Marketing to millennials: It’s about loyalty and personalization (January 24, 2019)
MarTech Today: “If you think millennials are the next big thing, you are late to the party. Millennials are the market and are driving disruption for retailers across the globe. Not ones to be shy about their opinions (just type any retailer’s name into Twitter for proof), millennials’ impact on the industry is clear: they are forcing brands to not only understand them but also adapt to their ever-evolving preferences at the snap of a finger.”

Omnichannel Optimization: What’s Changing (and What Isn’t) in Post-Screen Search (January 24, 2019)
Street Fight: “For at least 20 years, local marketing has been present at each stage of the evolution of internet-enabled consumer technologies, from the emergence of the Web in a desktop environment, through the portability revolution (desktops to laptops to smartphones), and onward into the future we are gradually and stutteringly entering with voice, AR, visual search, IoT, and the like.”

LinkedIn Adds Interest Targeting (January 23, 2019)
MediaPost: “Behavior plays a major role in new targeting options on LinkedIn. Microsoft’s social site on Wednesday began allowing marketers to target advertisements based on user interests.”

All advertisers can now buy Google’s 15-second non-skippable video ads (January 23, 2019)
Marketing Land: “Google announced Tuesday that it will make 15-second non-skippable video ads available to all advertisers, not just those buying through the YouTube reservation process and its premium Google Preferred network of top YouTube channels.”

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