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Weekly News: ‘Local’ Digital Ad Revenue, The SMB Landscape, Reviews & Local SEO Rankings

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

After 20 Years of Hard SAAS Lessons, Verizon-Owned Yahoo Small Business Primed for Growth (November 9, 2018)
LSA Insider: “Responding to session interviewer Greg Sterling during a fireside chat at the Tech Adoption Summit today, Kushagra Shrivastava, Managing Director for Yahoo Small Business, talked about how Yahoo Small Business has evolved over the past 20 years.”

What Percentage of ~$50B in Digital Ad Revenue Is ‘Local’? (November 14, 2018)
LSA Insider: “Earlier this week the IAB released its half year digital ad revenue report. The IAB estimated that US digital revenue was $49.5 billion for the first half of 2018. That compares with $40.3 billion a year ago.”

POV: SMB Telesales Don’t Work, Need ‘Product-First’ Approach (November 12, 2018)
LSA Insider: “One of the highlights of last week’s Tech Adoption Summit in San Francisco was ThriveHive CMO Adam Blake’s thought-provoking discussion of SMB customer acquisition. The presentation was called, “Product First Go to Market Strategy.””

Strategy & Tactics

Tech Adoption Summit 2018: Some New Perspective on the SMB Landscape (November 12, 2018)
LSA Insider: “What makes building and selling innovation to small, local businesses so challenging? Bob Yakominich – Broadly’s Vice President of Sales and a veteran of American Express, Zip and CitySearch, among others – joined the Tech Adoption Summit to share some perspective.”

Will AR Bring Together the Best of Online and Offline Shopping? (November 14, 2018)
Street Fight: “Among the cultural and commercial sectors that AR will transform, shopping could have the most significant economic impact. AR is already making its mark in e-commerce through product visualization tactics being used by brands like IKEA and BMW. But could it do even more in brick-and-mortar shopping?”

Targeting Procrastinators Could Lead to Holiday Retail Wins (November 13, 2018)
Street Fight: “Analyzing more than $1.5 trillion in annual spend, purchase intelligence company Cardlytics’ data analysts found that physical stores still command more than 80% of holiday spending. But not all shoppers are created equal.”

Stats & Studies

Study: How Google Reviews, Star Ratings Impact Local SEO Rankings (November 12, 2018)
LSA Insider: “A recent study from BrightLocal explored Google reviews from over 93,000 businesses over 26 industries. The data included the number of reviews, average star ratings, as well as how both components factor into local rankings on Google.”

Study: Location Is Underprioritized When Seeking to Improve CX (November 12, 2018)
LSA Insider: “In many ways, customer experience (CX) is a new discipline largely made up of marketers seeking to understand the quality and effectiveness of all interactions a customer has with a business both before and after a purchase.”

Survey: 70% of B2B Buyers Still Want to Talk to Live Sales Reps (November 13, 2018)
LSA Insider: “Many companies over the last decade have shed sales reps, especially “feet on the street” in favor of a cheaper inside sales approach. And lots of companies are seeking channel partners to effectively outsource their sales effort.”

Industry News

Google My Business Looks Increasingly Like ‘CRM Lite’ for SMBs (November 14, 2018)
LSA Insider: “One can make the argument that Google My Business (GMB) has evolved from being a “listings management” tool to something much more like a lite CRM platform for local business owners. The company introduced a new version of its GMB app for business owners this morning.”

Co>Op Connect Helps Find Unknown, Available Co-op Funds (November 15, 2018)
LSA Insider: “For over 35 years, LSA’s Co-op dept has assisted local media groups in facilitating connections between local retailers and brands. The program has helped uncover millions of accrual dollars in co-op funds, as well as countless advertising opportunities.”

IAB: Mobile drove paid search growth in first-half of 2018, desktop revenue flat (November 13, 2018)
Search Engine Land: “According to the Interactive Advertising Bureau (IAB), U.S. digital ad revenues reached $49.5 billion in the first half of 2018, an all time high. Last year revenues were $40.3 billion. Growth was 23 percent year over year. Search accounted for a declining share of overall revenue.”

Member News

MomentFeed Announces ‘Menu Manager’ to Increase Visibility of Multi-Location Restaurant Brands Through Detailed Voice Search Results (November 15, 2018)
Business Wire: “MomentFeed today announced the availability of Menu Manager — a new solution that enables multi-location restaurant brands and franchises to quickly create and update detailed menu information to drive top social and search results that influence consumers deciding where to go for their next meal.”

Vendasta adds Constant Contact to Marketplace (November 14, 2018)
Vendasta: “Vendasta, a white-label software platform driven by professional marketers for delivering solutions to local businesses, today announced a technology partnership with Constant Contact®, giving access to the industry-leading email marketing platform through the Vendasta Marketplace.”

Advice Local Announces New Voice Search Readiness Algorithm Integration Within Local Presence Management Solution (November 13, 2018)
Business Wire: “Advice Local lives at the forefront of the local presence management industry, as demonstrated by their newest algorithm, the Voice Search Readiness Score. Now part of their proprietary technology, this feature displays a score that allows their partners and SMBs alike to easily identify if a business is findable via voice search.”

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