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Weekly News: No-Click Google Searches, New GMB Customization Features, Stripe & Xero Partner

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

Brand Safety is a Brand Authenticity Problem (June 19, 2019)
Street Fight: “Here’s a familiar pattern. Consumers see a brand’s digital advertising running against unsavory content like hate speech, pedophilia, or violent extremism. Public outrage prompts marketers to boycott Facebook or YouTube because such content runs contrary to their supposed brand values.”

OOH Emerges as Strong Digital Channel for CPGs (June 20, 2019)
Street Fight: “Consumer-packaged goods shoppers trust out-of-home advertisements more than those delivered on any other channel, a new report on CPGs and advertising from Vistar Media and MFour indicates. Fifty-three percent of consumers say they trust the content in OOH ads, more than any other single medium.”

Understanding the role of branded and unbranded search in the customer journey (June 19, 2019)
Search Engine Land: “Understanding how to rank for both branded and unbranded terms in organic search is critical for marketers looking to build domain authority and capture share of search online. After all, over 3.5 billion searches are conducted each day on Google alone.”

Strategy & Tactics

Build Your Skills: Facebook Audience Insights for Local Marketers (June 20, 2019)
LSA Insider: “Once you’ve used Facebook Audience Insights to target your fans on social media, don’t stop there. Use these insights in all of your marketing campaigns. Knowing your customer before he or she ever walks through the door is a powerful tool to have in your belt.”

Mobile Payments as a Search Strategy (June 17, 2019)
LSA Insider: “Phones are becoming a powerful tool for local marketers who wish to drive more customers to their local business clients. And there is a channel that may not be receiving the attention it deserves — mobile payment optimization.”

An advertiser’s guide to navigating Amazon (June 18, 2019)
Marketing Dive: “Mary Meeker’s 2018 Internet Trends report found that 49% of consumers start their product search directly on Amazon. Even more impressive, Amazon now has nearly 50% of all online retail spend in the U.S. e-commerce market, according to eMarketer.”

Stats & Studies

49% of all Google searches are no-click, study finds (June 19, 2019)
Search Engine Land: ““I think marketers are probably in a mixed position today vs. three years ago, depending on their sector,” Rand Fishkin, SparkToro founder and author of a recent analysis on Google clickstream data, told Search Engine Land Tuesday.”

Amazon display ads drive non-Amazon sales, study finds (June 20, 2019)
Marketing Dive: “For years, physical retailers have fretted that e-commerce would kill physical retail, but Analytic Partners’ new report points to the spillover effect between channels in an omnichannel environment. In other words, consumers exposed to a given campaign in one channel often end up buying in another.”

Almost 70% of digital ad spending going to Google, Facebook, Amazon, says analyst firm (June 17, 2019)
Marketing Land: “Google, Facebook and Amazon are the top three digital ad platforms in the U.S. Together they capture just under 70% of all digital ad dollars spent according to eMarketer.”

Industry News

Google My Business Announces New Customization Features for SMBs (June 20, 2019)
LSA Insider: “Since its launch in 2014, Google My Business has attempted to bridge the gap between consumers and the 150 million businesses present on its platform through unique tools and features. And earlier today, Google announced that it was adding even more new elements to help businesses stand out and “capture their identity,” through unique personalization.”

Stripe, Xero Partner to Get SMBs Paid Faster (June 19, 2019)
LSA Insider: “SaaS accounting giant Xero and payments platform Stipe announced a partnership at the recent Xerocon San Diego conference for the two companies to develop tools to help small businesses get paid faster while also drawing more insights out of their payments data.”

LinkedIn Gets a Brand Refresh to Make it Feel “Warmer” and More Inviting (June 17, 2019)
Search Engine Journal: “LinkedIn unveiled an update to its branding which features a slightly different logo, a new color palette, and a custom font. The company says its updated branding is designed to convey warmth, humanity, and inclusion.”

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