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Weekly News: Location & Privacy, SEO Insights from Google, Digital Ad Trends to Watch in 2019

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

Location & Privacy: Waiting for the Other Shoe to Drop (December 10, 2018)
LSA Insider: “During the Place Conference New York, we had two great discussions about privacy and location. There was little unanimity, however, with some speakers arguing that forthcoming US privacy rules would not be as burdensome as Europe and others asserting that California’s new law as well as anticipated federal rules would significantly impact digital marketing in the US.”

The $1 Trillion Holiday-Shopping Question (December 11, 2018)
LSA Insider: “$1 Trillion. That’s how much U.S. consumers are expected to spend this holiday shopping season, according to eMarketer. Low unemployment, strong income growth, and high consumer confidence will create a spending bonanza that will hit this historic level, a 5.8 percent increase over 2017 and the strongest growth since 2011.”

How ‘brick-and-mobile’ is transforming in-store shopping (December 10, 2018)
Mobile Marketer: “Nearly three-fourths (71%) of shoppers now access their phone while in stores to read product reviews, compare prices, navigate aisles, check out, pay or look for gift inspiration ahead of the holidays.”

Strategy & Tactics

How brands can succeed in the Amazon age (December 11, 2018)
The Drum: “Amazon’s continued growth and dominance in the retail market has been highlighted recently with the announcement that they have nearly half (49%) of the US ecommerce market. This poses the question – how can brands successfully compete with one retailer taking such a stranglehold of the marketplace?”

What email marketers should know about Alexa’s latest feature (December 11, 2018)
Marketing Land: “If millions of people start listening to Alexa read their email, email marketers will have to adapt to avoid deletion.”

36 Important SEO Insights from Google This Year (December 12, 2018)
Search Engine Journal: “For the uninitiated, Google’s Webmaster Trends Analyst John Mueller generously runs Hangouts every other week where SEO professionals can get their burning questions answered. In 2018 alone, Mueller has provided us with hundreds of noteworthy answers that continue to inform our understanding of SEO.”

Stats & Studies

Study: Almost 90% of Consumers Now Consulting Local Reviews (December 10, 2018)
LSA Insider: “BrightLocal released its annual Local Consumer Review Survey, which covers a range of issues, including local business review habits, the trust and influence of online reviews, responding to and posting reviews. The study surveyed 1,000 US consumers.”

It Takes 12 Days for Most Brands to Create Content – Study (December 11, 2018)
LSA Insider: “Large brands have the marketing dollars to outspend most local competitors, but the process of ad or content creation and distribution takes a long time for these brands. As businesses get bigger and bigger, the inevitable checks and balances that go into place become increasingly more time consuming.”

Local Ranking Factors: GMB Signals Most Important (December 12, 2018)
LSA Insider: “Each year, Moz surveys top local SEOs to determine the most important local search ranking factors. The survey reflects their experience and opinions about which ranking signals have the greatest influence.”

Industry News

Digital Ad Trends to Watch in 2019, Mobile to Account for 71% of Digital Ad Spend (December 11, 2018)
Street Fight: “Programmatic SSP PubMatic released on Tuesday morning an elaborate report detailing digital ad trends to watch in 2019. The highlights include a look into how mobile, video, and of course programmatic itself will continue to evolve in the coming year, reshaping the way brands reach customers.”

Google shutting down Allo, where Google Assistant made its debut (December 6, 2018)
Search Engine Land: “Google has struggled with its messaging strategy over the years, with numerous experiments and false starts since Google Talk was launched in 2005. Add to that list two of its more recent initiatives, Hangouts and Allo, which are being shuttered.”

Location Data Industry Gets Huge Wake-Up Call on Monday; Here’s the Upshot (December 10, 2018)
Street Fight: “Platforms, brands, and vendors benefiting from the reams of location data used to hit consumers with highly targeted ads should be paying attention to a change suggested by Google and Facebook’s recent appearances before government authorities, a New York Times exposé out Monday, and most importantly the impending arrival of GDPR-like legislation in the United States: 2019 will be the year privacy actually matters, posing a potentially devastating threat to the status quo of the location data and marketing industries.”

Member News

KeyMe Utilizes Unacast Data to Revolutionize Process of Effective Site Selection (December 6, 2018)
Globe Newswire: “KeyMe will now use Unacast’s transparent location data to measure foot traffic around retail locations in order to select which sites will be ideal for new KeyMe key copying kiosks. Using advanced robotics and machine learning, KeyMe can scan a customer’s key, save it to the cloud and print off a new key at any kiosk using just a fingerprint.”

Facebook Testing Search Ads, but Not for SMBs Just Yet (December 11, 2018)
LSA Insider: “In roughly 2012 Facebook offered search advertising in its results. It was later abandoned. But today the company announced it’s going to be testing search ads again with a few automotive and e-commerce advertisers (US and Canada).”

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