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Daily News: Mobile Searches & Purchases, Brand Authenticity, Digital Ad Spend in 2018

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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.

Smart Speaker Owners Are Becoming More Comfortable Making Purchases (March 23, 2018)
Marketing Charts: “In a new presentation, comScore reveals that 30% of Smart Speaker owners have purchased an item online using their device, and about 1 in 8 (13%) have ordered food or services.”

Disconnect Between Mobile Searches, Purchases Frustrates Consumers (March 23, 2018)
MediaPost: “Qubit’s latest research analyzes the purchase journey of 1.2 billion consumers and the impact of mobile on digital revenue from desktops and mobile devices.”

Brands strive for authenticity as audiences turn a skeptical eye toward ads (March 23, 2018)
Marketing Land: “Brands attempting to be ‘real’ and ‘human’ often make missteps that get them in trouble. Contributor Peter Minnium explains why this is important and how to get it right.”

Digital ad spend will reach 50% of total ad sales in 2018, forecast says (March 22, 2018)
Marketing Dive: “Digital ad formats, including search, video, display and social, will continue to make up the largest share of ad growth and are projected to account for 50% of total ad sales in 2018.”

Vendasta Introduces Boostability to its Marketplace Suite (March 22, 2018)
Vendasta: “With the addition of Boostability to Marketplace, partners and their clients now have access to full-service SEO campaigns designed for small and medium businesses to improve their website exposure and Google search rankings.”

Marketers Need to Stop Focusing on Loyalty and Start Thinking About Relevance (March 21, 2018)
Harvard Business Review: “If your customer retention strategy relies on “buying” loyalty with rewards, rebates, or discounts, it is coming at a high cost. And these days, it could also mean that you’re giving up something priceless: your relevance.”

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