Weekly News: ThriveHive Grader Data, SMB’s SEO Knowledge, 2019 State of Location Marketing

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

Is Google Building an “Internet of Places?” (April 17, 2019)
Street Fight: “Google’s core business is search. AR is going to need visual search, a clickable search of the real world as seen through the digital camera. Point your phone at an item to get informational overlays about it.”

The Role of Location in Attribution (April 15, 2019)
Street Fight: “Let’s face it—we are a long way from being able to show that digital campaigns, and most other advertising formats, resulted in specific in-store sales. There are simply too many unconnected data silos to stitch together meaningful and statistically relevant results. The ad seen on TV can’t inform your phone or laptop that it’s also been seen, while the point-of-sale system or online checkout can’t notify those previous touch points to confirm the sale occurred.”

In the battle for mobile engagement, branded apps hold untapped value (April 12, 2019)
MarTech Today: “Consumers spend an overwhelming majority of their mobile internet time within apps. Recognizing this trend, the world’s biggest brands have developed apps as tools for providing services (like checking a bank balance) or making a purchase (through an e-commerce store). But many of these apps have untapped potential. Beyond basic transactions, branded apps can be used as powerful video delivery mechanisms that increase engagement and brand loyalty.”

Strategy & Tactics

Aligning content and SEO for search success (April 12, 2019)
Search Engine Land: “Here are some best practices to get content and SEO teams working together throughout the creation process to ensure your pages are well-suited to succeed in organic search.”

AI-powered surveys: Hyped or helpful? (April 17, 2019)
Marketing Land: “For marketers with an interest in research, it’s a good time to start talking about AI-facilitated online surveys. What are those, exactly? They’re surveys that use machine learning to engage with respondents (think of a chatbot) which then manage a lot of the back-end data involved with implementing and reporting (think of pure drudgery).”

How Can Brands Make Customers Feel Like Individuals? (April 12, 2019)
Marketing Charts: “While personalization may be a favored tactic of marketers, consumers can feel differently – and in some cases, consider it creepy. Another disconnect exists between marketers and consumers: nearly three-quarters (73%) of consumers believe that brands are struggling to meet their expectations for delivering a personalized experience, compared to fewer than half (43%) of marketers, per findings in a report by RedPoint via the Harris Poll.”

Stats & Studies

ThriveHive Data Suggests Emerging GMB Best Practices, Opportunities (April 16, 2019)
LSA Insider: “Yelp and Google have lots of internal data about what kinds of local business content consumers engage with. The information is not widely circulated, though Yelp has occasionally exposed it and has presented it at LSA’s digital marketing bootcamps for small businesses (SMBs). For its part, Google hasn’t offered much discussion of GMB profile best practices.”

Study: 78% of SMBs Confident in SEO Best Practice Knowledge (April 15, 2019)
LSA Insider: “A recent study from The Manifest looked at the digital savviness of SMBs in the context of organic search optimization (SEO). The study examined over 500 SMB’s SEO strategies and priorities, specifically looking at how well they understand the value of SEO and what tactics they use to pursue it.”

More people will turn to their mobile device instead of TV for entertainment in 2019 (April 15, 2019)
Marketing Land: “Most marketers know the pace at which people are consuming media via their mobile devices shows no signs of slowing down, but the rate at which it is replacing traditional TV viewing is about to hit a milestone. This year, mobile will surpass TV as the medium attracting the most entertainment minutes among U.S. viewers, according to a 2018 eMarketer report.”

Industry News

Replay: 2019 State of Location Marketing (April 17, 2019)
LSA Insider: “During a recent LSA webinar, Charles Laughlin of the LSA’s Tech Adoption Index and Tehsin Daya of Uberall discussed the trends driving local, digital marketing. Based on Charles’ white paper “2019 State of Location Marketing,” the webinar focused on the rising impact of voice, video and syndication.”

Facebook gives Ads Manager a design refresh and launches new cost cap bidding strategy (April 16, 2019)
Marketing Land: “Facebook announced on Tuesday it is refreshing its Ads Manager interface to improve navigation and deliver a cleaner design to help advertisers manage campaigns. The company also said it will be updating its Business Manager platform later this year to make it easier for agencies to on-board new clients within the system.”

Pinterest introduces new conversion features for Promoted Pins and Videos (April 11, 2019)
Marketing Land: “The new campaign features come to Pinterest in advance of its pending IPO, allowing advertisers on the platform to define conversion goals with greater accuracy.”

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