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Weekly News: Search Ads on Facebook, Voice-Marketing Potential, LSA19: The Essential Sessions

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

Will SMBs Buy Search Ads on Facebook? (February 19, 2019)
LSA Insider: “Last December Facebook started testing ads in search results — again. It had tried an initial paid-search experiment in 2012 and shuttered it not long after it was introduced. Today Vertical Leap posted some additional information about search ads on Facebook.”

What the US data protection law will mean for ad tech and marketers (February 19, 2019)
Marketing Land: “We’re at a pivotal time in the marketing industry. It has been nearly a year since GDPR arrived in the EU, but the repercussions are still being digested in Europe and beyond. Meanwhile, on the other side of the Atlantic, a data protection ripple effect has been felt far and wide.”

Google Actions vs. Alexa Skills is the next big App Store battle (February 19, 2019)
Search Engine Land: “Google Actions now total 4,253 in the U.S. compared with roughly 60,000 skills for Alexa as of last month, according to a new report by Voicebot.ai. There are 80,000 Skills overall. But Skills and Actions are not as easy to discover or use as smartphone apps. And the platforms right now aren’t really helping.”

Strategy & Tactics

How to Fuel Your Brand’s Social Media Pipeline by Repromoting Content (February 18, 2019)
LSA Insider: “As a marketer who manages your brand’s social media profiles, you know how difficult it can be to come up with engaging posts every day. This is especially true if your brand relies on content like blog posts, infographics and videos to fuel your social media pipeline.”

What the Super Bowl and Marie Kondo Can Teach Marketers in 2019 (February 15, 2019)
LSA Insider: “Super Bowl 2019 was a bust for a number of reasons—some of which are in marketers’ control and others of which aren’t. It’s nobody’s fault that there were more punts than touchdowns or that the halftime show didn’t inspire viewers, but the ads and the marketing campaigns around them showed a lack of creativity—many were lackluster and unforgettable.”

Survey: SMBs Believe Alexa Holds Most Voice-Marketing Potential (February 21, 2019)
LSA Insider: “There are well over one billion devices featuring virtual/voice assistants. In the U.S. alone, 90.1 million adults utilize voice assistants monthly on their smartphones and 45.7 million on smart speakers, according to research from Voicebot.ai.”

Stats & Studies

Study: Almost 50% of EU Small Business Sites Fail CX Rules (February 18, 2019)
LSA Insider: “European search industry trade association SIINDA released data on the state of European small business websites. The data set looked at more than 350,000 SMB sites in eight countries. The picture that emerges is one where a substantial minority of businesses — approaching 50% in some cases — are not keeping pace with consumer expectations.”

Study: Live Events Most Successful B2B Engagement Channel (February 19, 2019)
LSA Insider: “There is no denying the power of meeting face-to-face. Often the most efficient way to do this is at live events. According to a Demand Gen Report, 76% of 150 B2B marketers said that live events offered the best top-funnel engagement opportunity.”

Digital Now 54% of US Advertising, Mobile Two-Thirds of Digital (February 20, 2019)
LSA Insider: “Digital advertising in the United States will be worth approximately $129.3 billion in 2019, according to new estimates from eMarketer. Traditional media collectively will come in at $20 billion less, around $109 billion. This marks the first time that digital advertising has exceeded traditional media.”

Industry News

LSA19: The Essential Sessions — Depending on Who You Are (February 15, 2019)
LSA Insider: “LSA19 is unlike most other digital marketing and technology conferences — because of its variety and mix of attendees. It’s focused on the local market but equally devoted to SMB and enterprise issues. It offers a wealth of tactical content for practitioners but also has business strategy content for executives and sales best practices.”

Amazon ‘Moments’ Enables Marketers to Reward Customers for Desired Actions (February 18, 2019)
LSA Insider: “Last week, Amazon introduced its Moments platform, a service that allows brands to reward customers following various “moments” completed throughout their purchasing journeys via mobile app or website. The term “moments” indicates a desired consumer action.”

Video, Weekend Posts Generate Most Engagement on Facebook (February 21, 2019)
LSA Insider: “Despite data privacy scandals, nearly 1.5 billion people log in to Facebook daily, just over half of whom check several times a day. Such high usage (by consumers of all ages) leaves plenty of opportunity for marketers to reach their target audiences with organic Facebook posts.”

Member News

Silicon Valley investment firm Alpine SG acquires 6 startups, forms new Seattle-area marketing company (February 14, 2019)
GeekWire: “Alpine SG, a Silicon Valley investment firm that acquires and then operates software-as-a-service companies, is swooping up six startups and forming a new marketing tech organization that will be based in Bellevue, Wash.”

Google Brings Local Business Follow Button to Maps for the iPhone (February 20, 2019)
LSA Insider: “Last October, Google introduced a Follow button on local business profiles in Google Maps for Android. Users who follow the business receive “updates and offers” (Google Posts) from that business. The business also can see the user’s public profile information,though users can follow privately too.”

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