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.
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…
READ MOREIn 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…
READ MOREBrand marketers are looking to a variety of digital tactics to improve conversion rates, according to research. While many of their efforts are effective…
READ MOREThe 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…
READ MORE2017 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…
READ MOREThere’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…
READ MORELike getting in shape, ranking well in search engines takes time. This columnist explains the similarities to help educate clients and neophytes…
READ MOREAt 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…
READ MOREA newly published study conducted by LSA research partner Thrive Analytics on behalf of YP offers a range of interesting findings about the customer journey…
READ MOREGoogle'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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