Daily News: Search Vs. Social Referral Traffic, Proxies and Location Data, Digital Video Industry Growth

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

B2C, B2B and CX: It’s Change or Else in the New Local Marketplace (February 23, 2018)
LSA Insider: “Customer experience (CX) is a marketing buzzword, but it’s also a real thing. Often CMOs hype their CX, but the experience “on the ground” fails to live up to the ambitious rhetoric.”

Search outpaced social for referral traffic last year, driving 35% of site visits vs social’s 26% share of visits (February 23, 2018)
Search Engine Land: “According to a new referral traffic report from Shareaholic, 2017 was the first time since 2014 search owned a larger share of visits over social.”

Mobile Advertising Will Drive 75% Of All Digital Ad Spend In 2018: Here’s What’s Changing (February 23, 2018)
Forbes: “You could fairly convincingly argue that mobile ad spending is the one absolutely key driver of consumer technology innovation and creation today.”

Understanding the Proxies That Can Undermine Location Data (February 23, 2018)
Street Fight: “A plethora of contextual information can be gleaned from knowing internet users’ locations in order to make them…well…more human.”

Google: Structured Data Should Be Unique to Each Page (February 23, 2018)
Search Engine Journal: “Google’s John Mueller says to avoid copying the same structured data onto multiple pages of a website.”

Digital Video Industry Continues to Grow in Size and Complexity (February 23, 2018)
eMarketer: “Between 2018 and 2021, the US digital video advertising industry will increase by double-digit percentages annually, topping $22 billion by the end of that period.”

Facebook Is Offering More Clarity on Some of Its Ad Metrics (February 22, 2018)
Adweek: “Facebook announced Wednesday that it will begin labeling some metrics in its Ads Manager as estimated or in development, as well as removing about 20 metrics that are “unhelpful.””

How Thumbtack Creates Work By Giving The Yellow Pages An AI Twist (February 19, 2018)
Fast Company: “At a time when Silicon Valley is accused of destroying jobs through automation and AI, Thumbtack is using those tools to help people find well-paying work.”

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