Weekly News: SEO Tools Marketers Need, RIP AdWords Express, New WordPress Platform

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

Voice Search Readiness in 2019 and Beyond (January 14, 2019)
Street Fight: “2019 is here. While the focus in recent weeks has been predictions on the digital marketing trends that are expected to emerge this year, I would argue that one of the most important measures brands need to take in 2019 is to implement a full-scale voice search readiness strategy, if they have not already.”

Mobile carriers end data sharing with location aggregators; should marketers worry? (January 11, 2019)
Marketing Land: “The collection and use of real-time mobile-location data has emerged as a critical piece of the larger data-privacy debate. A recent run of negative stories have conveyed the impression that location data usage by marketers is tantamount to spying on consumers.”

Individualization Vs. Personalization At Retail (January 16, 2019)
MediaPost: “Privacy related to consumer targeting has been a top issue surrounding the Internet of Things. When beacons first hit the marketplace, the great fear was that as shoppers walked into a store, they would be bombarded with highly personalized ads, since the retailer could quickly identify a loyalty shopper courtesy of a loaded mobile app.”

Strategy & Tactics

All of the SEO Tools Marketers Need for 2019 (January 14, 2019)
LSA Insider: “2019 is here, and that means it’s time for marketers to take a step back and see how they can keep their client’s online presence modernized and effective. As search trends change and local SEO tools become more powerful, it’s important to stay ahead of the curve when it comes to growing your client’s digital footprint.”

Overcoming 5 Common Co-op Advertising Objections (January 17, 2019)
LSA Insider: “In a perfect world, every client you come across would agree with all of your proposed co-op advertising plans, allowing you to do whatever you wish with their allocated funds. Unfortunately, this is not a reality and you are more than likely going to come across clients who resist the process.”

How Savvy Brands Are Getting Mobile Offers Into the Hands of Consumers (January 17, 2019)
Street Fight: “Analysts are predicting a big year for mobile coupons. More than 142 million Americans are expected to use digital coupons by the end of 2019, a number that continues to increase as shoppers shift from desktop to mobile.”

Stats & Studies

What Unique Experiences Motivate Consumers to Shop In-store? (January 16, 2019)
LSA Insider: “The term “retail apocalypse” is probably overused, but it captures the challenges traditional retailers are facing in a more fragmented and complex market. One of the major challenges for stores is driving foot traffic and repeat visits in the era of one-click commerce.”

Study: Now Nearly 120 Million Smart Speakers in U.S. (January 11, 2019)
LSA Insider: “The Smart Audio Report revealed that 21% of US adults (53 million) own a smart speaker, up from 18% (43 million) in the second half of 2018. The report states there was a total of 14 million new smart speaker owners in all of 2018.”

What 2018 Holiday Shopping Trends Say about Local (January 17, 2019)
LSA Insider: “Online holiday retail spending was up 16.5% vs. 2017 reaching $126 billion according to the “Holiday Recap 2018” from Adobe Digital Insights. While this is strong growth, it represents only about 11% of the $1.1 trillion Deloitte projected would be spent during the 2018 holiday season.”

Industry News

AdWords Express Is Dead, Long Live Smart Campaigns (January 14, 2019)
LSA Insider: “RIP AdWords Express. Not a surprise to anyone, it has been officially subsumed by Google Smart Campaigns. Smart Campaigns were introduced in July of last year, with the intention of simplifying the ad-creation experience for small business owners.”

New WordPress Platform Aims to Help Local News Organizations Thrive (January 16, 2019)
LSA Insider: “As local news organizations struggle to sustain themselves, a group of industry leaders is looking to make it easier with a new open-source platform called Newspack. Newspack was developed by Automatic (WordPress) with backing from Google, Lenfest, Civil and the Knight Foundation.”

US Social Trends for 2019 (January 10, 2019)
eMarketer: “2018 was a turbulent year for social media, and we believe more fallout is ahead, especially for Facebook. Here is what we will be watching for in 2019.”

Member News

Mono Helps Fonecta Strengthen Their Digital Presence Offering for SMBs (January 16, 2019)
Mono Solutions: “The Mono Platform came highly recommended by Fonecta’s sister companies, Herold and DTG, that are already operating on the Mono Platform in Austria and the Netherlands respectively. Previously using multiple platforms for websites, the Mono Platform will also allow Fonecta to streamline the fulfillment of digital presence services.”

Google’s internal SEO strategy: Make small changes, embrace change, consolidate (January 10, 2019)
Search Engine Land: “Sean O’Keefe, a data scientist at Google, on Thursday shared how Google thinks about their own internal SEO efforts for the 7,000 websites they manage. O’Keefe said Google makes on average over 200 changes to these sites on a daily basis and managing the SEO for those changes can be complex.”

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