Weekly News: 50% of SMBs ‘DIT’ Their Websites, Google’s Mobile-First Index, ‘Waze Local’ Launches

Here is this week’s roundup of the top news items related to local marketing and advertising, local media, technology, local commerce, consumer behavior and more.

Insight & Commentary

Why Google Shopping is dominating retail search marketing (March 26, 2018)
Search Engine Watch: “Google Shopping ads – commonly referred to as Product Listing Ads, or PLAs – are considered to be a key means of engaging consumers early and boosting new customer acquisition.”

Social Commerce Is Here, But Is It Ready for the Mainstream Consumer? (March 23, 2018)
Adweek: “Between “buy it” buttons on Pinterest and shoppable posts on Instagram, social commerce feels less like a feature of the future and more like a possibility of the present.”

Marketers Need to Stop Focusing on Loyalty and Start Thinking About Relevance (March 21, 2018)
Harvard Business Review: “If your customer retention strategy relies on “buying” loyalty with rewards, rebates, or discounts, it is coming at a high cost. And these days, it could also mean that you’re giving up something priceless: your relevance.”

Strategy & Tactics

Brand Marketing: What Are 2018’s Goals, Priorities, and Challenges? (March 28, 2018)
Marketing Charts: “The more-than 500 marketing decision-makers who responded to the report – all of whom are at companies with at least 500 employees – identified a range of main priorities for 2018.”

The dynamic consumer’s journey & how to add value (March 27, 2018)
MarTech Today: “In the current environment, marketers may get the impression that consumers are hostile to data-driven advertising and content.”

7 Ways a Mobile First Index Impacts SEO (March 27, 2018)
Search Engine Journal: “The mobile first index can be seen as a logical response to how users have changed.”

Stats & Studies

Survey: 50% of SMBs ‘DIT’ Their Websites (March 26, 2018)
LSA Insider: “With websites still a critical tool for purchase research, a new survey of 351 SMB owners from The Manifest showed 91% plan to upgrade their website in some way throughout the upcoming year.”

Study: 79% Say Digital Channels ‘Most Helpful’ for Finding Local Business Information (March 28, 2018)
LSA Insider: “The majority of offline purchases are influenced by the Internet and mobile devices have helped to accelerate digital’s influence.”

Study: Inaccurate Online Content Is Major Roadblock to Purchase Journey (March 28, 2018)
LSA Insider: “A recent Episerver study of 4,028 global consumers who’ve shopped online in the last year revealed that 46% of consumers are “often” dissuaded from making an online purchase from a brand that has incorrect or incomplete content on their website or mobile app and 18% are “always” dissuaded.”

Industry News

Google’s ‘Mobile-First Index’ Est Arrivé! (March 26, 2018)
LSA Insider: “Google is saying that there will continue to be a single index; however mobile content will ultimately be favored and be the primary source of snippets for mobile users.”

Out-of-Home Holding Its Own Amid Digital Onslaught (March 27, 2018)
LSA Insider: “Agency Zenith has released its global advertising forecast through 2020, envisioning strong growth in many markets.”

Intended to Be Simple and Affordable, ‘Waze Local’ Officially Launches (March 28, 2018)
LSA Insider: “Previewed last year at LSA17 by Waze’s Matt Phillips, the Google-owned company is now formally rolling out “Waze Local.” It features three ad units intended to be very simple and accessible to small businesses.”

Member News

Mono and Orange Partner to Expand Digital Services for SMBs in France (March 28, 2018)
Mono Solutions: “Orange, a leading telecommunications company, has chosen to use the Mono Platform to efficiently deliver data-driven websites and support the full customer journey of French SMBs.”

Vendasta Introduces Boostability to its Marketplace Suite (March 22, 2018)
Vendasta: “With the addition of Boostability to Marketplace, partners and their clients now have access to full-service SEO campaigns designed for small and medium businesses to improve their website exposure and Google search rankings.”

DialogTech Deepens Integration with Adobe Experience Cloud (March 27, 2018)
DialogTech: “The new and enhanced integrations with Adobe Analytics Cloud and Adobe Marketing Cloud enable digital marketers to use call analytics to personalize customer experiences and grow revenue.”

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