Location Rising: LSA at the Center of a Dynamic Industry
July 6, 2016 | Contributed by: Joe Morsello
Location based marketing is dynamic, complex, exciting and most importantly effective. From the small business market, representing more than 90% of US businesses, to national brands with local stores or dealers, the industry is waking up to the fact that location should be at the center of digital marketing.
According to GeoMarketing, attribution and location data were hot topics at The Cannes Lions festival, which featured some of the most prominent advertisers, agencies and ad platforms. In addition, Google, Pinterest and Facebook all recently released new local ad products or offline attribution capabilities.
Google, for example, announced a bevy of new initiatives with a local focus, such as new local inventory ads, in-store conversion data, local extensions and much more. LSA is hosting a webinar with Acquisio this Thursday to discuss many of the new Google SEM offerings.
The digital marketing industry is finally catching up to “O2O” consumer behavior. Trillions of dollars of offline spending are now influenced by the internet.
LSA is fast becoming the place for all things local. Whether SMB or enterprise focused, LSA’s services and resources address all aspects of location-based media and marketing. What’s also unique about LSA is that it’s a not-for-profit. That means our services (e.g., research) cost less than many private providers.
LSA’s is building an ecosystem of key players to foster partnerships, learning and business development. Our newest member is GoDaddy, which joins a growing list of leading digital marketing companies, including Google, Yelp, Bing, YP, MapQuest and Yahoo. LSA has about 300 members in 20 countries.
LSA helps members by focusing on four primary areas: networking, intelligence (data), events and exposure. We recently put together the following video featuring members discussing the benefits they receive from being a part of LSA.
In addition to the above, LSA has launched a variety of initiatives this year, such as the Place Conference, Partner Perks, MarketingBitz, LSA Creative and we’re investing in and improving our co-op advertising services. These are just a few of the new services we are adding to the benefits members receive.