Street Fight Daily: Yahoo’s Local Search Struggles, Facebook Doubles Mobile Revenue
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Has Yahoo! Just Given Up on Local/Mobile Search? (Screenwerk)… Facebook Doubles Mobile Ad Revenue, but Costs Also Rise (Recode)… Is 2015 the Year of the Regional Super Bowl Ad? (AdWeek)…
YP Now Lets You Target Mobile Ads Based on Desktop Searches
The company has announced a new partnership with Tapad that will allow marketers to use the company’s desktop search data to targets ads to the the same user on their mobile device. The move should help open the impressions in the firm’s mobile ad network to the billions of dollars spent on retargeting campaigns…
Why Call Tracking Works Across a Variety of Local Marketing Contexts
Call tracking and analytics can be implemented across any media channel — although online search, directories and context-based marketing are especially important avenues. The key is to include a tracking component to measure and capture post-call, offline information and behavior in order to identify real advertising value…
Optimizing Your Pay-Per-Call Campaign
Basic pay-per-call campaign optimization strategies run the gamut from scheduling ad play according to hours of operation to selecting the most accurate categories for ads to play in. These optimization strategies help increase both the volume of calls that a business receives and the duration of those calls…
Why Local Marketing Is a Function of Commerce, Not Media
I’ve come to believe that the initial narrative about digital — the one about eyeballs simply moving online — actually impedes an effective analysis of the local marketing industry. Once we see local marketing as a function of commerce (ad not media) we start to find a more dramatic shift than previously thought.
Street Fight Daily: Zomato Buys Urbanspoon, Ford Opens Dashboard
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…Zomato Food Portal Buys Urbanspoon to Expand in U.S. (Businessweek)… With Applink 3.0, Ford Lets You Choose Your Navigation App (GigaOm)… 75% Of Small & Medium-Sized Businesses (SMBs) Say Internet Marketing Is Effective (Street Fight)…
Report: Online and Digital Ads to Reach 25% of Local Media Revenues in 2015
Total local media revenues are expected to reach $139.3 billion next year, up from $137 billion this year, for a 1.6% growth rate, with digital and online advertising surpassing the one-quarter mark for the first time, according to BIA/Kelsey’s 2015 U.S. Local Media Forecast. “Mobile and social are growing faster than imagined,” said Mark Fratrik, the company’s chief economist…
Selling Search to Small Businesses
It’s no secret that national brands are investing heavily in local marketing and small and medium sized businesses (SMBs) are feeling the increased competitive pinch. After all, there are only so many people looking for a given product or service in one’s neighborhood. But while national brands will likely continue to dominate TV, print and radio advertising, digital marketing offers SMBs a rare opportunity to compete with national brands on equal footing…
5 Things SMBs Can Do to Optimize for Mobile Search
Recent data from Google found that 94% of smartphone users have searched for local information, 70% have called a business after searching, 66% visited in person, and 90% of these users acted within 24 hours. So what do SMBs need to do to ensure they’ll get calls from potential customers who are searching on mobile?
Local Search Needs a Standard Business Listing
Search engines are the preferred medium for local search — Moz’s David Mihm estimated that about 7.5 billion searches a month have local intent — and business listing information is the foundation on which these local queries are served. Whether you’re a listing publisher, data aggregator, consumer or local business, a verifiable business listing that complies with a standard will help everyone win in local search…
Street Fight Daily: Apple Exec Exits Over Maps, Village Voice Sues Yelp
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… An Apple Exit Over Maps (Wall Street Journal)… Village Voice Sues Yelp for Using “Best of” (PaidContent)… Could Sandy be Instagram’s Big Citizen Journalism Moment? (Pando Daily)…
Is There Such a Thing as ‘Too Local’ in SEO?
All things in moderation, including your geo-targeting. There are some instances where every single business should embrace local strategies, but if you go too local, you might miss out on some great clients and projects…