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Daily News: Product-Driven Marketing, The New Realities of Local Search, Instagram Advertisers

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

Tech Adoption Summit: Conference Video — The Case for Product-Driven Marketing (February 7, 2019)
LSA Insider: “We’re in the process of digging into the video vault from last year’s Tech Adoption Summit, held November 7 at a tiny, quirky venue in San Francisco’s Mission District. It was a packed day spent geeking out on the things that drive the small-business SaaS industry — creating compelling brands and customer experiences, building great products, and scaling customer acquisition.”

Breaking down the new realities of local search: What we learned at SMX West (February 7, 2019)
Search Engine Land: “Local search and SEO are frequently treated as secondary considerations for search marketers. Yet, especially where mobile search is concerned, they should be primary. Using Google’s own data and public statements, it’s safe to say there are at least 350 billion annual local queries, which is still probably conservative.”

Facebook will soon show users how advertisers target them (February 7, 2019)
Mobile Marketer: “Facebook’s upcoming Custom Audiences transparency feature appears to be a solid step toward helping to police third-party abuses of the social network.”

Reports: Instagram advertisers stay loyal, keep spending more (February 7, 2019)
Marketing Land: “Instagram’s ad business had a stellar year in 2018, according to reports out this month. Kenshoo’s recent digital marketing report showed the Facebook-owned app saw 120 percent increase in ad spend year-over-year during the fourth quarter of 2018, and was up 43 percent over third-quarter results.”

How Brands Are Using AI to Fight Back Against Dark Marketing (February 7, 2019)
Street Fight: “We live in an era in which social media has left everyone exposed. Or at least that’s how it seems. For a certain group of brands, social media platforms are offering a new cover to hide behind as they embark on digital marketing campaigns that fly below the radar.”

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