Weekly News: Mobile-Marketing Cliché, Predictions from Local Marketing Experts, State of Social

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 If Everything You Thought You Knew about Mobile Ads Is Wrong? (January 18, 2019)
LSA Insider: “There’s a mobile-marketing cliché that promises mobile ads can deliver the “right message at the right time and right place.” In that context and most marketing discussions, the focus is on customer journey touchpoints, audience targeting, relevance and location. Must less often is the discussion about creative or the role of brand awareness in driving customer engagement.”

2019 Prediction: Google Will Introduce Paid Features for GMB & More Focus on “Position 0″ (January 22, 2019)
LSA Insider: “Google is putting a lot of money into adding features for the GMB listings and making it so they almost take the place of the website for local businesses. They are going to want to monetize it someway down the road. I predict an increase in GMB features some of which will be paid options.”

2019 Prediction: Google Breaks Down Barrier to Entry for Local Advertisers (January 24, 2019)
LSA Insider: “I think we’re going to see more of Google helping small and local businesses with their online advertising challenges. Small businesses often lack resources and have difficulty in measuring the success of their search campaigns, if direct online conversions aren’t there.”

Strategy & Tactics

Replay: Overcoming the All-in-One Sales Challenge (January 18, 2019)
LSA Insider: “There’s a great deal of buzz being generated regarding the difficulties of selling all-in-one digital marketing solutions to SMBs (small businesses). The challenge lies in showcasing the value of a full-stack solution to these SMB customers without complicating the landscape further.”

What to Look for in a Marketing Partnership (January 22, 2019)
LSA Insider: “Partner marketing is when two businesses join forces to improve the experience for their customers. In the majority of cases, such partnerships are formed by two brands offering complimentary services. However, marketing agencies and resellers can also form marketing partnerships. For instance, Boostability partners with marketers to support them in providing their clients with SEO and website services. Marketers, small and large, benefit considerably from such arrangements due to the scalability.”

Google shares tips for success in Google News search results (January 17, 2019)
Search Engine Land: “Danny Sullivan, public liaison for Google Search, posted on the Google Webmaster blog some tips on how to succeed in Google News in 2019. “We’d like to offer some best practices and advice we hope will lead publishers to more success within Google News in 2019,” Sullivan wrote.”

Stats & Studies

Study: Less than 10% of SMBs ‘Extremely Marketing Savvy’ but 95% DIY (January 23, 2019)
LSA Insider: “There have been many discussions on this blog related to do-it-yourself (DIY) digital marketing within the small and medium-sized business (SMB) population. From exploring the motivations behind the desire to DIY, to how these efforts translate (or don’t) to actual business results, these discussions have all led to a similar conclusion: DIY isn’t an effective marketing strategy for SMBs.”

Why Do Most SMBs DIY Their Own Digital Marketing? (January 23, 2019)
LSA Insider: “Of the roughly 28 million small businesses (SMBs) in the US, how many are trying to DIY their own digital marketing? The answer is: most of them.”

New Study Reveals What People Are Buying Through Voice Assistants (January 17, 2019)
Search Engine Journal: “A study of US consumers reveals how they’re using voice assistants, and what types of products they’re buying. analyzed findings from ‘VoiceBot.AI’, who surveyed 1,203 U.S. consumers to better understand the products and services they buy the most using a voice-assistant.”

Industry News

Report: 70 Predictions for 2019 from Local Marketing Experts (January 18, 2019)
LSA Insider: “This is LSA’s third year of compiling predictions (2017, 2018, 2019) about the local marketing ecosystem. This year we received more than 70 predictions on a wide array of topics from a diverse group of companies.”

State of Social 2019: Untapped Opportunities for Marketers (January 21, 2019)
Search Engine Journal: “Results of the annual State of Social report from Buffer have been published, revealing what marketers are focusing on in 2019.”

LinkedIn Adds Interest Targeting (January 23, 2019)
MediaPost: “Behavior plays a major role in new targeting options on LinkedIn. Microsoft’s social site on Wednesday began allowing marketers to target advertisements based on user interests.”

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