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Daily News: Pay for Conversions on GDN, Social Media & Customer Service, The Buyer Journey

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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.

Google Moves Away from Clicks with ‘Pay for Conversions’ on GDN (December 17, 2018)
LSA Insider: “The move toward conversions and away from clicks is consistent with what many customers, including SMBs, are seeking. The recent State of Local SEO report from Moz showed that, in terms of measuring ROI, more marketers and their customers (large and small) are increasingly focused on conversions and revenue, rather than rankings and traffic.”

How to Use Social Media for Customer Service (December 17, 2018)
LSA Insider: “Eighty-five percent of small to medium size business users, use their Twitter for customer service.  At least, that’s what they say.  But simply having a Twitter Support page doesn’t make you a customer service pro.  You have to use social pages to engage with over two-thirds of internet users today who say they go to Twitter and Facebook first to make direct complaints to businesses.”

How marketing and sales alignment can better drive the buyer journey (December 17, 2018)
Marketing Land: “As a marketer today, you’re responsible for a more significant portion of the buyer journey — and for demonstrating the ROI of your efforts. You’re charged not merely with generating leads and funneling them into the sales cycle. Your role is to engage critical decision-makers before, during and after the conversion.”

22 predictions for social media in 2019 (December 15, 2018)
The Verge: “Just like that, 2018 has come to a close. I realize there are a few days left in the year, but the content industry is already well into its cycle of recaps and predictions, and readers can be forgiven if they would like to their attention to more festive matters to close out the year.”

Will Consumer Privacy Be the Defining Issue of 2019? (December 14, 2018)
Street Fight: “New regulations around consumer privacy are poised to become a major preoccupation of some of the internet’s biggest and most profitable companies in the coming year.”

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