Weekly News: Q&A with David Mihm, Searches that Carry Local Intent, Facebook Introduces ‘Attribution’

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

Q&A with David Mihm on Why He’s Joining ThriveHive (October 23, 2018)
LSA Insider: “Earlier today ThriveHive and David Mihm announced that he would become the new VP of product strategy for the company. I’ve known David for years and consider him one of the most thoughtful people working in local arena. He’s also pretty independent.”

Platforms Expand Reseller & Self-Serve Offerings for More Monetization (October 25,2018)
LSA Insider: “Google, Facebook, Pinterest, Yelp, Amazon and others are pushing to increase ad revenues and reach more local businesses. Two prevailing strategies are expanding agency and other reseller relationships and simplifying self-serve ad buying.”

Retailers have to be ready for it’: Visual search sits on the brink of a breakthrough (October 22, 2018)
Digiday: “Inside the cavernous walls of The Home Depot, customers wander the aisles in search of a store employee wearing a signature orange apron. They’re trying to replace a specific part — maybe a gasket, or a flange. It can be like finding a needle in a haystack.”

Strategy & Tactics

How to Help Clients Turn Tricky Trolls into Positive Reviews (October 19, 2018)
LSA Insider: “While a negative review is never something to aspire to, it’s realistically not always possible to please everybody — no matter how hard a business tries. So, first of all, reassure your clients that an occasional negative review is normal and nothing to be feared.”

How brand humility can help drive success (October 25, 2018)
SmartBrief: “As you’re brainstorming a new content marketing campaign, the word “humble” may not come to mind. Marketing that happens over social media has a heavy emphasis on products and services, and it’s easy for consumers to feel like they are being slammed over the head.”

How marketers can produce content that keeps up with the pace of personalization (October 24, 2018)
Marketing Land: “Personalization campaigns require content. Lots of it. So much, in fact, that earlier this month, Adobe released a study that showed that marketers are struggling to develop enough content to fuel effective personalization campaigns.”

Stats & Studies

Google Deck: Local Search 46% (October 19, 2018)
LSA Insider: “So what’s the “real” percentage of search that carries local intent? This is a question that continues to lack a definitive answer. Is it 30%; is it 40% — or more? I’m at events all the time where people put numbers and stats on slide decks that may or may not be correct or supported empirically.”

Study: 70% Have Tried Voice Commands, but Only 33% Use Them Daily (October 24, 2018)
LSA Insider: “Despite reports that smart speaker ownership is projected to reach 76.5 million in 2020, many consumers are hesitant to utilize voice commands regularly, according to recent data from Social Lens Research.”

Consumers say they want much more control over their personal data (October 18, 2018)
MarTech Today: “91 percent of survey respondents expressed a desire to have more control or block companies from using their personal data.”

Industry News

Facebook Introduces ‘Attribution’ for Online and Offline View of Customer Journey (October 23, 2018)
LSA Insider: “Early last year, Facebook began beta testing a tool for marketers to monitor campaign success across the company’s platforms. That vision has come to fruition, as last week the company announced Facebook Attribution for all of its advertisers, a free tool that will provide reporting on campaigns across numerous channels.”

Replay: Yelp for Agencies — What You Need to Know (October 19, 2018)
LSA Insider: “During a recent webinar, John Carroll and Melanie Ricotta of Yelp explained the role of online reviews in the purchase process, as well as how Yelp works with agencies to help them utilize and succeed on the platform.”

Hibu says Alexa Driving SMB Interest in Voice Search (October 18, 2018)
LSA Insider: “Hibu recently joined a growing list of marketing services providers benefitting from Yext’s listings management and direct syndication of local business data to Amazon’s Alexa.”

Member News

Mindstream Media Named to Early List of Snapchat Certified Partners (October 16, 2018)
Mindstream Media: “The Snapchat certification is one of many industry-leading designations for Mindstream Media, which is also a Premier Google Partner, Bing Partner and Yext Preferred Partner.”

Factual + Ibotta: Partnering to Pair Location and Purchase Data for Targeting and Measurement (October 17, 2018)
Factual: “Combining Ibotta’s extensive deterministic purchase data with Factual’s high-quality, real-time location data, the partnership will offer brands unique, joint audience targeting segments and measurement solutions.”

Bing exec: Microsoft’s AI is giving it the ‘right to innovate’ (October 24, 2018)
Search Engine Land: “Microsoft’s eight-year process to build an AI backbone for its search platform Bing is positioning the company to innovate for the benefit of marketers, one company executive said Wednesday.”

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