Halloween is here and 2017 is on the mind of marketers. This week, we’ve seen a spike in industry chatter focusing on actionable insights from location data, confirmation that digital marketing is continuing to drive local performance for brands, and reflection on changes in Google’s search ecosystem in 2016. These conversations about innovation, data and opportunity are showing us that there’s little to be spooked about in the year ahead.
Here are highlights curated by LBN staff of what we’re reading.
The Where Factor: How Location Data Offers A New Marketing Edge
(ADWEEK, 10/20/16)Location. Location. Location. It's not just a crucial factor in real estate. Whether one is globe-trotting or strolling through the Lower East Side of Manhattan, an individual's longitudes and latitudes form and inform a portrait about him or her…
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BIA/Kelsey Forecasts Overall U.S. Local Advertising Revenues To Reach $148.8B In 2017, Lifted By Strong Growth In Online/Digital
(Press Release, 10/26/16)In its new U.S. Local Advertising Forecast 2017, BIA/Kelsey projects total local advertising revenues in the U.S. to reach $148.8 billion in 2017, up from $145.2 billion this year…
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How Are Brands Hoping To Boost Conversions
(eMarketer, 10/20/16)Brand marketers are looking to a variety of digital tactics to improve conversion rates, according to research. While many of their efforts are effective…
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How Location Data Influences Consumer Buying Decisions
(StreetfIght Daily, 10/20/16)The inconsistencies might seem minor, but slight differences in the way a merchant’s business information is listed on search engines and directories are enough to turn off potential customers, according to new research from YP…
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The Complete Guide To Creating On-Site Reviews+Testimonials Pages
(MOZ Blog, 10/20/16)2017 may well be the year of testimonials and reviews in local SEO. As our industry continues to grow, we have studied surveys indicating that some 92% of consumers now read online reviews…
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Why Local Digital Marketing Should Bet At The Top Of Any Marketing Plan
(LBN Local Insights Blog, 10/12/16)There’s no denying consumers prefer to connect with local businesses online. Empty shopping malls and yellow page books that go immediately from the doorstep to the recycling bin demonstrate this shift in consumer behavior…
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10 Reasons Why SEO Is Just Like Fitness
(SearchEngineLand, 10/20/16)Like getting in shape, ranking well in search engines takes time. This columnist explains the similarities to help educate clients and neophytes…
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Learn To Think Like A Data Scientist
(AdAge, 10/18/16)At this point, it's cliché to emphasize the potential benefits of leveraging data to innovate and advance your marketing efforts. Every marketer knows the value of a data-driven campaign. But being "data-driven" is still elusive…
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YP Study Shows That Complete, Consistent Presence Critical To SMBs
(LSA Insider, 10/20/16)A newly published study conducted by LSA research partner Thrive Analytics on behalf of YP offers a range of interesting findings about the customer journey…
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How Google Search Has Changed In 2016 [w/ INFOGRAPHIC]
(MarketingProfs – 10/20/16)Google's search engine is displaying fewer organic results on it first page this year than it was last year, and its increasingly presenting different experiences for desktop and smartphone users…
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