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Weekly News: SEO Campaign Gut Checks, Voice Search Readiness, Americans & Personal Data Usage

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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

Here’s why it is important to have a cohesive mobile customer experience (April 8, 2019)
Marketing Land: “In the hyper-connected world we live in, it’s bewildering to see instances where brands activate lack-luster or even broken mobile experiences for their customers. The ultimate frustration though is when a company attempts to meet the minimum requirement of starting with a clean, mobile experience, but then links to other non-responsive digital properties to complete a task or continue a user’s journey.”

Location Is an Underused Data Layer for Brands Seeking Better ROI (April 8, 2019)
Street Fight: “Data represents a big opportunity to overcome huge challenges for brands when it comes to the return on investment (ROI) for their advertising and marketing efforts. Consider that98% of marketers agree that personalization advances customer relationships, but just 12% of brand marketers are satisfied with how their advertising performs.”

The High Stakes of Identity (April 10, 2019)
Street Fight: “Direct marketing has come a long way since physical mail addressed to “Resident” was state of the art. But while marketers have achieved an increasingly high level of sophistication, the problem of identity remains.”

Strategy & Tactics

How to Execute an SEO Campaign Gut Check (April 11, 2019)
LSA Insider: “Once you’ve been working in the digital marketing industry for any length of time, if your gut is telling you that something just isn’t right, don’t ignore that feeling. You very well may have subconsciously spotted something that hasn’t yet made it to the front of your brain.”

Build Your Skills: Google AdWords Call-Only Campaigns for Local Marketers (April 9, 2019)
LSA Insider: “For some time now, the majority of paid search clicks and impressions have been on mobile devices, and for the last two quarters, mobile paid search spending has eclipsed desktop spending.”

Strategy vs. Tactics: What Marketers Need to Know (April 10, 2019)
Search Engine Journal: “Tactics without a strategy are more likely to lead to some strange amalgamation of Frankensteinian results rather than anything that resembles a successful offspring of digital performance.”

Stats & Studies

Study Finds 96% of Business Locations Aren’t ‘Voice Search Ready’ (April 11, 2019)
LSA Insider: “A new study from Uberall analyzed the voice search readiness (VSR) of 73,000 businesses in the Boston Metro area, ranging from SMBs to large enterprises, all of which had a location. The study utilized “a percentage-based grading system that analyzed a business’s optimized online presence” and data.”

Survey: 93% Want Marketers to Ask Permission to Use Personal Data (April 5, 2019)
LSA Insider: “A new survey out from NBC and the Wall Street Journal reflects the ambivalence Americans feel the tech industry and its data-for-access business model. The data are discussed in two parallel pieces: “Americans give social media a clear thumbs-down” (NBC) and the even more strident “Americans Hate Social Media but Can’t Give It Up” (WSJ).”

Consumers largely unaware of fake reviews problem on Amazon (April 8, 2019)
Search Engine Land: “Multiple sources have concluded Amazon has a growing fake-reviews problem. Yet the majority of consumers appear to be unaware of it, according to new consumer survey data from CPC Strategy (part of Elite SEM). “

Industry News

Instagram Local Business Profile Pages: Get Ready (April 8, 2019)
Search Engine Journal: “These local business pages are essentially the equivalent of if Google’s Local Knowledge Panels and Instagram had a lovechild. Much of the information displayed is not unlike what you would find on a Google My Business account.”

‘Rich Answers’ coming to Google Assistant (April 5, 2019)
Search Engine Land: “Google is putting more graphics, tools and enhanced visual content in Google Assistant search results for Android devices. Calling the range of imagery and new types of content “rich answers,” the company appears to be harmonizing results in the Assistant with mobile search results more generally.”

Magna: Search Expected To Grow 13% In 2019 (April 5, 2019)
MediaPost: “Social at 23%, video at 19%, and search at 13% will become the fastest-growing digital formats in 2019, according to the report released Friday by Magna, a division of Interpublic Group.”

Member News

Verizon Media now featuring premium digital-out-of-home inventory for advertisers (April 4, 2019)
Verizon: “Verizon Media today announced the release of Digital Out-of-Home (DOOH) inventory for its omnichannel DSP, enabling customers to programmatically serve ads on digital screens in public spaces. The feature unlocks a new and unique inventory source for advertisers, helping them reach consumers while on the go, outside of their homes and off-device.”

Google Introduces Cloud For Retail, Highlights Vision Product Search, Recommendations (April 10, 2019)
MediaPost: “Google on Wednesday announced a cloud offering for retailers about four months after Thomas Kurian stepped into his role as Google Cloud CEO after a 22-year career at  Oracle, known for its focus on retail and enterprise companies.”

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