News and Analysis
Local Search Association Rebrands as Localogy
In 2019, updates to Google’s local search algorithms and changes in the way consumers use mobile devices caused a shift in the way local businesses marketed themselves online. Digital marketing firms have been quick to pivot to meet market demand. As of today, one of the industry’s most influential not-for-profit associations is making a change as well.
Local Search Association (LSA), a not-for-profit association of companies focused on local and location-based marketing, will now be known as Localogy. The name change is part of a larger rebranding effort as the group looks for ways to better showcase its mission to re-invest in the changing nature of local business.
Leveraging Consumer Data in the Privacy Era
Industry executives are working overtime to help their clients maintain their current marketing practices without running afoul of the latest privacy regulations. Over at Tealium, a firm that specializes in customer data management and protection, Co-Founder and Chief Technology Officer Mike Anderson is encouraging clients to focus on the customer experience of consent while clearly articulating why they need consumers’ data.
“You can’t build customer profiles if the data isn’t there,” Anderson says. “There’s a level of education needed at the point of consent to show the consumer what value they will get in return when they opt-in.”
Brave CEO Brendan Eich on a Privacy-by-Default Future for Digital Advertising
In light of last week’s enactment of the California Consumer Privacy Act and our monthly theme, Pursuing Privacy, Street Fight posed questions on surveillance capitalism, privacy, Big Tech, and the future of digital advertising to Brendan Eich, CEO of Brave, one of the leading companies championing privacy-first solutions in the tech industry.
“The entire industry is in need of a fundamental shift from tracking to privacy by default and by design,” Eich said. “To truly preserve consumer privacy, Big Tech needs to switch to a privacy-by-default approach. Nothing will change otherwise. Until then, consumers will remain confused about where their data is being used, and tracking and data monetization will remain pervasive on the web.”
Commentary
At Cloud Summit, a Focus on the Transition to SaaS Services
ReachLocal’s CPO Kris Barton noted that SaaS churn is typically between 6 percent and 22 percent. Media churn is between 39 percent and 86 percent. The key is to provide an integrated marketing system, said Barton: “Sixty-four percent are more likely to use a marketing system when it is integrated with core business systems.”
Google My Business Looks to the Future
Aditya Tendulkar is about as close to the source as you can get when it comes to the strategic direction of Maps and Google My Business. We asked him a few questions about the quick pace of feature releases in recent months and the new openness Google seems to be showing toward listing management companies and crowdsourcing.
Street Fight Launches Third Annual “State of Hyperlocal” Survey
We’re kicking off our third annual executive survey about the state of the local marketing ecosystem. We welcome readers to share their thoughts on the state of the industry by filling out a short survey on what their companies are prioritizing and what challenges they’re facing. As a thank-you, we’re offering a free report or a discount on Summit tickets.
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