A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
In Reversal, Google Now Sending More Traffic to Publishers Than Facebook (Recode)
Google used to be the main source of referral traffic for web publishers. Then Facebook eclipsed it. And now, Google is back on top again.
Can Facebook Contend in Local Search? (Street Fight)
Michael Boland: Facebook has been formidable in a few key areas of local — mostly among SMBs. It has penetrated further in SMB adoption than any other entity to date, and Street Fight data indicates sustained growth. That’s half the battle for Facebook: The other half is gaining equal favor as a local search and discovery engine among users.
How the BBC Is Using Voice-Assistant Platforms (Digiday)
Next year, the BBC will pair editorial staffers with its software engineers to figure out what content experience people want from voice-enabled devices like the Amazon Echo and Google Home in order to inform new interactive editorial formats that are technically feasible.
Holiday Countdown: 5 Powerful Mobile Marketing Activations that Drive Sales (Street Fight)
Julie Bernard: With the right approaches and strategies, stores can connect with consumers throughout December, even as the clock ticks down to everyone’s end-of-year celebrations. So, hitch your sleigh to the following five activations — put these in your marketing mix and get ready to toast your company’s end-of-year sales with a cup of retail cheer.
The Mall of America’s New Chatbot Makes Holiday Shopping Easy (AdWeek)
It’s been more than 20 years since the Mall of America starred in the holiday hit film “Jingle All The Way,” but if Arnold Schwarzenegger ran the halls this season for a remake, he could have a little help from artificial intelligence.
There Is No One-Size-Fits-All Approach to Mobile (AdExchanger)
Danielle Levitas: Marketers must clearly define their app’s mission and prioritize corresponding goals to innovate, emulate and differentiate from other competing and best-in-class apps. The mobile app goal type may be unique to specific categories.
Why Brands, Agencies Should Care About Net Neutrality (MediaPost)
Elizabeth Bleser: This is a big enough techno-philosophical issue that I believe we should be discussing in the advertising/marketing world. After all, our clients stand to lose quite a bit.
Optimism Among U.S. Small Businesses Highest Since 1983 (Bloomberg)
Optimism among small companies in the U.S. advanced last month to the highest level in more than 34 years as owners became more upbeat about future economic conditions and sales prospects.
Moz Local Review 2017 — Did It Work? (Local SEO Guide)
Andrew Shotland: Our contract with Moz Local is up for renewal and before we committed to another year, we wanted to make sure it was going to be a worthwhile investment. So we decided to run a test to see how its most current version works.