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Daily News: New Yelp ‘Custom Ads’, Website Referral Traffic, Social Sharing Decline

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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.

New Yelp ‘Custom Ads’ Use Machine Learning for SMB Ad Optimization (March 2, 2018)
LSA Insider: “For some time Google and Facebook have been using machine learning to A/B test and optimize campaign performance for advertisers. Now Yelp is doing something similar with new Custom Ads.”

Replay: Understanding the Purchase Path & the New Customer Journey (March 2, 2018)
LSA Insider: “Between technology advances and increasingly savvy consumers, conversion paths are no longer linear. They’ve become much more complex with numerous stops, starts and touchpoints along the way.”

A 2017 Shift: Search Regains Lead Over Social For Site Referral Traffic (March 2, 2018)
Marketing Charts: “Two separate reports together paint a clear picture of a strong shift for web publishers: last year search wrestled back the mantle from social as the top referrer of traffic.”

Many Marketers Plan to Up Their Investment in Influencer Marketing This Year (March 2, 2018)
eMarketer: “Some 70% of US agency and brand marketers said they “agree” or “strongly agree” that influencer marketing budgets will increase in 2018.”

Chatmeter Report Reveals Keys to Dominating Local Ratings (March 2, 2018)
Street Fight: “A recent report by reputation management company Chatmeter shows how retailers focused on in-store experiences and customer service managed to come out on top in online reviews over the holiday season.”

Advertising Falls To Lowest Share Of Time Spent With Media Ever (March 1, 2018)
MediaPost: “A report, published by PQ Media, projects that ad-supported media’s share of consumer time will fall to 42.5% by 2021.”

New Content Trends Report: Social Sharing Down 50% Since 2015 (March 1, 2018)
Search Engine Journal: “BuzzSumo Director Steve Rayson released Content Trends Report 2018, a 36-page report on the state of content marketing and how it has been promoted on social media over the past several years.”

7 mobile advertising trends we’ll see more of in 2018 (March 1, 2018)
Mobile Marketer: “For the first time, smartphone and tablet visits to retail sites will eclipse desktop.”

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