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Weekly News: Local SEO Predictions, Five-star Reviews, The Local-Social Content Challenge for Brands

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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

What Do 100 Million Alexa Devices Mean for the Local Market? (January 7, 2019)
LSA Insider: “Amazon’s Dave Limp revealed in an interview that the company had sold “more than 100 million” Alexa devices through the end of 2018. In August, the online publication The Information reported that internal Amazon documents reflected 50 million Echo device sales at that point.”

Leading local SEO predictions: Reserve with Google will grow, real-time local inventory gets real (January 7, 2019)
Search Engine Land: “Local SEO is has been an under-appreciated discipline in digital marketing. Yet management and optimization of local business content and reviews, including for multi-location brands, directly and indirectly impact trillions of dollars in annual consumer spending.”

What Are Brand Marketers’ Top Challenges in 2019? (January 9, 2019)
Marketing Charts: “In recent weeks, poor performances on the stock market, particularly among tech stocks, have been the topic of much discussion in business news. This general malaise may also be affecting brand marketers, as growth in a slow economy has been cited as the number one industry challenge.”

Strategy & Tactics

Why Five-star Reviews Fail to Perform (and How to Fix Them) (January 7, 2019)
LSA Insider: “Five-star reviews are the holy grail. Let’s say you’re able to produce an avalanche of five-star reviews for your clients. Is it always helpful across the board? Does it always produce the conversion boosting effects clients are looking for? The answer is no. Customer reviews aren’t created equal.”

It’s post-holiday return season: How marketers can make the best of it (January 4, 2018)
Marketing Land: “The downside of a great retail holiday season? The aftermath of booming returns season. The United Parcel Service (UPS) expected to process 1.3 million returns on January 3 alone.”

How marketers can counter chatbot backlash (January 7, 2019)
MarTech Today: “With such a wide variation in chatbot performance, users may begin to avoid the conversational interfaces unless marketers take action.”

Stats & Studies

The Four Reasons People Click on Paid Search Ads (January 9, 2019)
LSA Insider: “Paid search is probably the internet’s most successful advertising model. PPC traffic converts at 50% higher rates than organic traffic, and 52% of online shoppers who interact with PPC ads will call the advertiser immediately once they’re done browsing.”

Mirroring SMB Market, More Brands DIY Marketing for Cost Savings & Greater Control (January 8, 2019)
LSA Insider: “Running a digital marketing business only appears to be getting harder and harder. While the majority of small businesses DIY their marketing (often with lackluster results), new data from the Association of National Advertisers (ANA) shows that big brands are moving marketing in-house at a rapid rate.”

Study: 57% of shoppers use retailer mobile apps in-store (January 8, 2019)
Mobile Marketer: “The report based on this survey, titled “Surviving the Retail Apocalypse,” doesn’t offer any really mind-blowing numbers — nothing that wasn’t already known or suspected — but it does offer a pretty comprehensive picture of how shopper behaviors are changing, and what retailers may need to do in response.”

Industry News

SOCi Tries to Solve the Local-Social Content Challenge for Brands (January 9, 2019)
LSA Insider: “The challenge that SOCi is trying to solve revolves around the inefficiency of boosting posts for hundreds or thousands of locations individually and manually. Yesterday the company introduced what it calls Boost Plus.”

Starting the New Year Off Right with Co-op Advertising (January 10, 2019)
LSA Insider: “The New Year has officially begun, which means it’s time to start organizing and preparing your client’s co-op advertising plans for the upcoming year. By putting together a strategy early on, you can help increase your client’s ROI on ad campaigns and better ensure their success in 2019.”

What were Google’s biggest search algorithm updates of 2018? (January 8, 2019)
Search Engine Watch: “Search came a long way this past year. We saw the appearance of the zero-result SERP, featuring knowledge cards for answers such as conversions and times.”

Member News

Cuebiq Expands Attribution Solution to Include Linear and Advanced TV for Cross-Channel Measurement (January 8, 2019)
Business Wire: “With Inscape and Gracenote among its partners, Cuebiq connects in-store visitation behavior of more than 13 million households with TV and cross-channel ad exposure.”

Web.com Appoints Sharon Rowlands as Chief Executive Officer (January 7, 2019)
West: “With more than 20 years of experience leading technology businesses, Rowlands succeeds company founder David Brown, who announced in December his planned retirement following a brief period to assist with the transition.”

HERE and Verve partner to shape digital out-of-home and in-vehicle advertising (January 8, 2019)
West: “By combining Verve’s solutions harnessing the power of location-context mobile data with the location intelligence from HERE Technologies, the partnership is set to meet the demands of the growing digital OOH market.”

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