Weekly News: Wearable Tech & Local Search, Mobile Location Data, Tighter Data Rules for Marketers


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

How is Wearable Tech Going to Change Local Search? (July 5, 2018)
LSA Insider: “Wearable tech sales, proportional to voice searches made, is estimated to double to a total of 86 million units sold by 2021.”

It’s time for the brand promise to evolve. Again. (June 28, 2018)
Marketing Land: “With GDPR recently coming into effect, advertisers are once again fretting over their use of consumer data. In Europe, the fretting is beneath a regulatory cloud, with financial consequences for the misuse of EU consumer data.”

The Starting Gun Has Fired for the Voice Race (June 29, 2018)
eMarketer: “ere in the US, eMarketer’s latest forecast expects the number of smart speaker users to rise at a compound annual growth rate (CAGR) of 47.9% between 2016 and 2020, from 16.0 million to 76.5 million.”

Strategy & Tactics

Surviving the Retail Apocalypse (July 5, 2018)
GeoMarketing: “We’ve all heard about the retail apocalypse and the supposed demise of malls. It’s a familiar refrain: chains expanded too fast, and malls, especially in the mid-tier, are overbuilt and dying. E-commerce is eating into brick & mortar shopping.”

If you use mobile location data, it’s time for a mid-course correction (June 29, 2018)
MarTech Today: “Contributor Gladys Kong argues that the massive influx of mobile data and changing user patterns demand that location data companies step back and assess whether their models continue to be valid.”

Tighter data rules affect some marketers more than others (July 3, 2018)
MarTech Today: “Contributor David Dowhan believes this inequity may provide an opportunity for data providers and tool developers serving mid-market brands.”

Stats & Studies

Study: 62% Will Visit a Store 2 or More Times Before Making a $250 – $750 Purchase (July 5, 2018)
LSA Insider: “According to a recent Blis survey of 2,000 consumers, 62% said they would visit a store two or more times prior to making a $250 – $750 purchase. Breaking it down further, 45% said they would make two to three visits before buying, 10% said four to five visits and 7% said five or more visits.”

Forrester: Mobile will drive 86% of digital ad growth through 2022 (July 2, 2018)
Mobile Marketer: “The average U.S. consumer checks their smartphone 47 times a day, giving marketers a chance to reach audiences dozens of times a week as people check social media, search online or watch videos on social media or streaming sites.”

Study: Digital ad rates hit record highs in May, June (July 2, 2018)
Marketing Dive: “As marketers continue to shift their investments from traditional formats like TV and print to digital, there’s more competition for digital ad inventory, which drives up prices”

Industry News

Halfway Through 2018, Here’s What Local Marketers Are Talking About (July 2, 2018)
LSA Insider: “To help you get a sense of the pulse among local marketers, we’ve compiled our top article picks as well as the most popular articles based on traffic and shares.”

Facebook launches video marketing tool (July 5, 2018)
Search Engine Watch: “In an effort to help brands and businesses on Facebook connect, partner up, and make deals with creative content producers, the service is launching a tool called Brand Collabs.”

Acxiom Marketing Solutions Group Sold to IPG; Future of its SMB Listings Unclear (July 3, 2018)
Local Onliner: “The remaining, smaller part of Acxiom will rebrand as Live Ramp, and focus on providing “identity data” and online and offline omni-channel services to brands.”

Member News

Celebrating 1 Million People on Yelp Cash Back! (June 29, 2018)
Yelp: “Yelp was an early mover in adopting card-linked technology and offering our users a seamless way to get up to 10% cash back at brick and mortar stores.”

Location3 Named Member of Google Marketing Platform Partners (June 28, 2018)
Location3: “As experts in both DoubleClick and Google Analytics Suite, Location3 has a unique opportunity to educate and lead as businesses and advertising teams become accustomed to the new platform.”

5 Things Google Ads can now do automatically (July 3, 2018)
Search Engine Land: “Contributor Frederick Vallaeys looks at automated tools in the platform formerly known as AdWords, outlines how ‘smart’ automation works and what PPC professionals and account managers can do to further improve results.”



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