Weekly News: Retail in Crisis, Hyperlocal & OOH for Brands, Consumer Shopping Habits

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

Retail in Crisis: Target, Office Depot In-Store Experiences a Disaster (August 21, 2018) LSA Insider: “As a staunch defender of stores and local buying I was shocked by two really dismal, back to back retail experiences I had this past weekend. I had to do some quick back to school shopping for school supplies and sweatpants for my younger daughter.” Why GDPR Is Just the Tip of the Iceberg (August 17, 2018) LSA Insider: “I’d anticipated at the beginning of this year that we may be reaching a tipping point where privacy regulation that can have a significant impact on businesses gains real traction in the U.S. Indeed, we are half way through the year and there have been some major developments.” Why Marketers Struggle to Consistently Identify Their Audiences (August 22, 2018) eMarketer: “In a July 2018 survey of 408 marketing industry professionals in North America conducted by Winterberry Group and Data & Marketing Association (DMA), only 2.4% of respondents said they plan to reduce their spend on marketing identity solutions over the next year.”

Strategy & Tactics

All About Leads — How to Find a Hook that Won’t be Ignored (August 17, 2018) LSA Insider: “If you want a business to thrive, getting its regular customers back through the door is only half the marketing battle. You also need to concentrate on finding new potential customers for your clients — or leads.” How Visual and Voice Search Are Revitalizing The Role of SEO (August 20, 2018) Search Engine Land: “Contributor Jim Yu outlines how savvy marketers are using voice and visual search to engage more meaningfully with audiences at each stage of their purchase journey.” Why Hyperlocal Campaigns And OOH Are More Important Than Ever For Brands (August 20, 2018) Forbes: “While digital and social display ads and content continue to be an important part of any brands’ marketing plan, digitally native brands are increasingly investing in OOH and digital OOH. According to a new report, nearly a quarter of the top 100 OOH advertisers are major tech brands such as Google or Apple.”

Stats & Studies

Study: 56% of Consumers Shop Equally Online and Offline (August 22, 2018) LSA Insider: “A recent study from Periscope by McKinsey, revealed that 56% of consumers shop equally online and offline. When broken down by channel, 10% shopped offline only and 5% shopped online only, while 17% admitted to shopping mostly offline and 11% to mostly online.” Study: Privacy still a worry for smart speaker users (August 22, 2018) Mobile Marketer: “Even as consumers worry about privacy invasions after highly publicized breaches, MusicWatch’s research indicates a draw of smart speakers is its potential to create experiences like listening to music with family.” Consumers Expect Brands to Be Open and Honest on Social Media (August 20, 2018) eMarketer: “In a new study from Sprout Social, consumers singled out brands as the group with the greatest responsibility to be “transparent” on social media, a broad term but one that the survey suggests includes honesty, openness, clarity and even authenticity.”

Industry News

There Are Still 6 More LSA Events in 2018 (August 21, 2018) LSA Insider: “With four months left in the year, our event schedule is still going strong. We had great shows in Chicago (LSA18 and MarketingBitz Bootcamp) and London (Place Conference), and have six more events before the end of the year.” New Tech Adoption Index Podcast: “Humans Aren’t Resources” (August 20, 2018) LSA Insider: “Gusto is one of the most celebrated business operating in the small business cloud software space, having raised more than $300 million to date and generating ample press for its approach to disrupting the payroll and HR space.” Google faces potential class action, FTC penalties for ‘surreptitious’ location tracking (August 21, 2018) Marketing Land: “A lawsuit filed last week and a request for the FTC to enforce a consent decree both stem from the AP story about location tracking.”

Member News

Thryv℠ Small Business Software Partners with Amazon’s Alexa to Bring Voice-Activated Location Services to America’s Small Businesses (August 21, 2018) Business Wire: “Thryv℠, the leading small business management software, announced today a partnership with Amazon’s Alexa via a deep integration with Yext. This integration allows America’s small businesses to appear in voice search on the leading voice-activated platform, Alexa.” DexYP the First Local Publisher to Syndicate SMB Listings to Alexa (August 22, 2018) LSA Insider: “It’s not clear how much small business (SMB) awareness or grass roots demand there is for listings and local data syndication to smart speakers. But DexYP is wisely getting ahead of the curve and utilizing Yext’s direct data feed to Alexa to get its customers in front of smart speaker users.” GroundTruth Teams With Technomic To Track Restaurant Sales Across 200 Brands (August 6, 2018) GeoMarketing: “GroundTruth is working with restaurant sales tracker Technomic to get a better sense of of how specific times of day and menu items are performing, as the location ad marketplace seeks to provide more insight than foot-traffic analysis can show.”

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