Weekly News: The Gap between Marketers and SMBs, Mobile Ad Spending, Pinterest’s New Ad Tools

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

Two Events Illustrate Widening Gap between Marketers and SMBs (October 15, 2018)
LSA Insider: “Reflecting on the two events over the weekend I was struck by the widening gulf between the technical sophistication and demands of digital marketing and the struggle of small business clients to understand how everything fits together — let alone DIYing any of this.”

Google Analytics: From Digital Space to Physical Space (October 12, 2018)
LSA Insider: “Everyone knows Google Analytics (GA). Since its launch 13 years ago following the takeover of Urchin by Google, GA has become a standard in website analytics. However, at the time of its launch, for many companies, having a website was already an end in itself.”

Why Marketers Struggle with Data-Driven Personalization (October 18, 2018)
eMarketer: “In a recent survey of 190 marketing influencers worldwide conducted by Ascend2, 63% of respondents said that data-driven personalization is a difficult tactic to execute.”

Strategy & Tactics

AR, VR & Chatbot: What Marketers Need to Consider (October 15, 2018)
Search Engine Journal: “From augmented reality (AR) and virtual reality to bots, brands have more engaging ways to connect with consumers than ever before.”

How AI Can Help CPGs Meet Millennial and Gen-Z Expectations (October 16, 2018)
Street Fight: “Collectively, millennials and Gen Z are the largest generational group in the US labor force. And as both segments reach full employment, their spending power will eclipse what we’ve historically seen from older consumers.”

Despite AI Advances, Consumers Crave Human Interactions (October 17, 2018)
Street Fight: “Using the latest artificial intelligence technology, brands are finding new ways to streamline and automate the customer experience. But a new report shows that type of streamlined experience might be the exact opposite of what consumers actually want when they interact with their favorite brands.”

Stats & Studies

Survey: 47% of Marketers Utilize Artificial Intelligence for Audience Targeting (October 17, 2018)
LSA Insider: “A recent survey from Econsultancy and MediaMath detailed some of the ways that marketers are already using AI and how they plan to in the future.”

Mobile Ad Spending to Surpass All Traditional Media Combined by 2020 (October 16, 2018)
eMarketer: “This year, mobile will surpass TV ad spending by more than $6 billion, according to our latest ad spending forecast. By 2020, the channel will represent 43% of total media ad spending in the US—a greater percentage than all traditional media combined.”

Data Still Makes Ads Irrelevant, Consumers Say (October 15, 2018)
MediaPost: “When consumers were asked in a recent survey how effective brands have been in using data to personalize digital advertising campaigns, only 18% said ads “often” seemed to understand their needs.”

Industry News

The 3rd Wave of SMB Tech Adoption Data to Be Presented at Summit (October 17, 2018)
LSA Insider: “We’ve just concluded Wave III of the Tech Adoption Index survey of small businesses. The survey tracks the shift of local businesses to cloud-based services across multiple operational categories and verticals.”

Pinterest Introduces New & Improved Self-Serve Ad Tools (October 18, 2018)
LSA Insider: “To further assist advertisers of all sizes in reaching relevant audiences, Pinterest recently announced numerous changes and new additions to its growing suite of advertising tools.”

Google updates Shopping Insights for product search data and trends (October 16, 2018)
Search Engine Land: “Google announced a new version of Google Insights for Shopping Insights. Shopping Insights give you data on what people are searching for on Google related to products and brands.”

Member News

Tiger Pistol Launches World’s First Complete Multi-Location Solution for Facebook (October 15, 2018)
Cision: “For the first time ever, brands can create and distribute Facebook & Instagram campaigns to thousands of locations, and can determine how much control individual locations have over ad content, duration and budget.”

Localistico and TripAdvisor join forces to help restaurant owners and hospitality brands increase foot traffic and online visibility (October 16, 2018)
Localistico: “The new partnership gives Localistico clients the ability to edit their TripAdvisor restaurant listings, as well as monitor diner reviews straight from the Localistico platform.”

Verve™ Announces Integration with Yext (October 17, 2018)
Verve: “The integration empowers brands and advertisers to seamlessly activate place data from Yext in the Verve Velocity™ platform and launch multi-location mobile marketing campaigns.”

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