News and Analysis
Why More Brands Are Asking for Local Search Data
Google search ad traffic has dropped across all devices, with mobile taking the biggest hit. Mobile traffic has been down an average of 24% since the pandemic began in February. Brands have been adjusting their digital strategies to account for the shift, including changing up their search ads with enhanced location targeting and more relevant keywords.
But achieving that high level of optimization requires a type of local search data that isn’t easily accessible through Google alone. That’s created a hole in the marketplace that the intelligence platform Adthena is looking to fill.
Retail Embraces Omnichannel for the Holidays
Rather than focusing on one platform or tool, retail brands are embracing everything necessary to engage with customers across multiple touchpoints. That could have a major impact on the way shoppers interact with their favorite brands in the coming weeks, and depending on the results, it could lead to changes in the way retail marketing is handled in 2021.
Commentary
Is Google Playing the Long Game with SMB Websites?
“When you look at this Website growth + the Local Knowledge Panel with Posts + AMP + Progressive Web Apps, we are starting to see the outlines of an “open web” that Google totally controls. Or at least they control the profitable parts,” Mike Blumenthal tells David Mihm in their latest biweekly column.
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‘Deep Audience’: Reach, the Location-Rich Media-Mix, and the Whole Marketing Picture
TV and other legacy platforms are evolving to become more precise. These forces reflect brands’ desire to reach the people they’ve identified as most amenable to their products, and they reflect the desire to do so with messaging that is deeply relevant to consumers’ lifestyles and interests.
Borrell: Too Many Local Newspapers Remain Stuck in Their Newsroom ‘Church’
Facebook collected $13.6 billion in local ad spending in the U.S. in 2016, according to the report — more than all local media put together — $12 billion. The report says Facebook, Google and other global pureplays will continue to dominate digital ad revenue that comes from merchants and other businesses at the community level.
Report: Solid Opportunity to Sell Marketing and Data Management Services to Local Merchants
As local merchants increasingly shift their marketing spending to digital tactics, they’re becoming more sophisticated in how they manage those programs. Street Fight’s latest analysis of its local small business survey shows a much higher adoption rate of digital dashboards and the like compared with previous research.
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Streets Ahead: Google Chat, and Instagram Reels