Street Fight Daily: New Google Research on ‘Micro-Moments,’ What Won’t Happen in 2016

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…

Google Says Search Intent Matters More for Marketers Than User Identity (Adweek)
Google says “micro-moments” are key to winning over people’s minds and money, as 82 percent of smartphone users now turn to their phones to help them make purchasing decisions while they’re in a store. Google’s vice president of marketing, Lisa Gevelber, described it like this: “Intent beats identity. Immediacy trumps loyalty.”

5 Reasons Why Local Marketing Will Mature in 2016 (Street Fight)
Gary Cowan: The past few years have seen the introduction of a whole universe of new tools designed to address individual aspects of digital marketing. In 2016, we will see a shift away from many of these discreet, single-purpose tools toward more comprehensive marketing solutions.

Trends for 2016: What Won’t Happen (eMarketer)
While digital trends like mobile messaging apps and mobile commerce will continue to heat up in 2016, other things like viewability and ad blocking won’t.

What You Need to Know About Facebook’s New Local Search ‘Test’ (Marketing Land)
Greg Sterling: It doesn’t sound like Facebook is going to make a major push — at least not right now — to promote local search to end users. Rather, it sounds like the company is going to let people discover the feature themselves. If that is indeed what Facebook is intending to do, it may not get significant adoption, which would be a huge missed opportunity.

How the New EU Data Laws Will Affect the Online Advertising Industry (Business Insider)
The European Union announced late Tuesday that it has settled on tough new data protection laws. The rules are designed to give consumers in Europe more control on how their data is used and could have a severely damaging impact on the online advertising industry. According to Townsend Feehan, the CEO of IAB Europe, “It’s the amputation of a significant revenue stream just at the moment publishers are having such a challenge in switching to digital.”

7 Ways Predictive Intelligence Can Be Applied to Small Business Marketing (Street Fight)
Small business owners have the tendency to shy away from advanced technologies like predictive intelligence, but experts say that’s a mistake, and many of today’s platforms can be implemented by merchants on Main Street. Here are seven ways that small businesses can get in on the action.

Distributed Content Needs Local News (Nieman Lab)
David Skok: 2016 is shaping up as the year when the “distributed content” wave overcomes traditional web platforms. It seems like the right time to ask: What will be the impact of distributed content on the digital distribution of local journalism? It’s my hope that in 2016 the great technology companies of our time will give more prominence to stories that matter to their users closer to home.

Android Pay Now Works in Mobile Apps (TechCrunch)
Following its launch this fall, Google’s Apple Pay rival is taking another notable step and is now available to use within mobile apps. Android Pay initially will be available as an alternative means of checking out and paying for goods and services in a number of apps in the U.S., including Jet, Lyft, Instacart, DoorDash, OpenTable, and more.

How the Cookies Crumble in a Mobile-First World (Marketing Land)
Mike Sands: The marketing holy grail of “right person, right message, right place, right time” has never been closer to becoming a reality. So why does it seem so hard to achieve? It has to do with the fact that digital marketing technology is built on antiquated, browser-based technology: tags and cookies. These date back to the mid-1990s and simply don’t cut it in today’s mobile-first, hyperconnected world.

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