Daily News: Why Brands Use Beacons, Case Threatens Online Reviews, Marketing Success Factors

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

Data: 76% are Using Beacons for Location Analytics (August 24, 2016)
LSA Insider: “A new study found that that the most common use case for beacons is for understanding how many customers visit locations (retail), their behavior while in-store, attribution and other insights derived from location analytics.”

Major internet companies support Yelp in case that threatens online reviews (August 24, 2016)
Marketing Land: “If the Hassell decision stands it would enable business owners to sue right and left over critical reviews and could eventually suppress online speech.”

Execs Say The Most Critical Success Factors For Effective Marketing Are… (August 24, 2016)
Marketing Charts: “The presence of analytics skills on the marketing team is viewed as the most critical success factor for effective marketing over the next 2 years.”

Data Integration Sets the Best Location Companies Apart (August 24, 2016)
Street Fight: “Joe Francica, managing director of geospatial solutions at Pitney Bowes, discusses what actually makes location data actionable and location-based marketing effective.”

What? 85% of Pages Now ‘Mobile-Friendly’ Says Google (August 23, 2016)
LSA Insider: “Google has said that 85% of all pages in the mobile search results now meet the “mobile-friendly” criteria.”

Facebook adds new tools, capabilities to Slideshow video ads (August 23, 2016)
Marketing Land: “Integration with stock image library and ability to create on mobile among a list of new features for popular video creation tool.”

Google Recruiting Web Stars, Hulu for Virtual Reality Push (August 23, 2016)
Bloomberg: “Google is investing hundreds of thousands of dollars apiece in virtual-reality films and programs.”

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