Daily News: Voice Search Users & Purchases, Google’s Outstream Ads, The Email Comfort Zone

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

Study: 71% of voice searchers don’t make purchases (April 19, 2018)
Mobile Marketer: “Despite the rise of voice-enabled devices in U.S., consumer habits don’t change overnight, and many people still don’t find much added value in asking a voice-enabled device for information about where to shop and what to buy.”

Mobile Ad Spending to Surpass TV in 2018 (April 19, 2018)
eMarketer: “This year, driven by display ads, mobile will account for 69.9% of all digital advertising.”

Study: Brands with a purpose grow 2x faster than others (April 19, 2018)
Marketing Dive: “Brands with a high sense of purpose have experienced a brand valuation increase of 175% over the past 12 years, compared to the median growth rate of 86% and the 70% growth rate for brands with a low sense of purpose.”

Google launches Outstream Ads to boost video reach beyond YouTube (April 18, 2018)
Search Engine Land: “A new video ad format brings video to mobile devices, in locations where no YouTube videos currently exist.”

Voice agents and interfaces will require many new marketing strategies (April 18, 2018)
MarTech Today: “Marketers are only now getting a glimpse of the many approaches that will be required for the many kinds of voice interactivity.”

The Email Comfort Zone: Purchases Start On Smartphones, End On Desktops (April 18, 2018)
MediaPost: “On average, customers will open three emails from a brand and click nine times within its email prior to making a purchase.”

Five Trends Shaping The Future Of Marketing (April 18, 2018)
Forbes: “Marketing is in a transitional era. New technologies have changed so much about how marketers work — from the responsibilities of the chief marketing officer, to what content is created, and why.”

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