Each month, we orient our coverage around an editorial theme. The list below represents the full range of our coverage and is updated from time to time. Click the links to view our coverage of each theme. Reach out to us if you have theme suggestions or if you’d like to offer your insight on any of our existing themes.

Beyond the Screen:  The screen has always been our primary interface but the world of tech is bringing us new formats including voice, computer vision and augmented reality. Beyond the Screen encapsulates these topics and the evolving set of front-end interfaces for local media and commerce. See our coverage here.

Word of Mouth: The oldest and still most effective form of local marketing is word of mouth. That’s taken a new form today in the art of reputation management. Under the Word of Mouth theme, we cover topics including social media marketing, reviews management multimedia strategies. See our coverage here.

Targeting Location: A central issue for location-based media and commerce is the moving target of how to pinpoint and optimize strategies around device location. We cover topics under Targeting Location like location-targeted ads, attribution, paid search, and location data strategies. See our coverage here.

Automating Local: How is AI impacting local commerce and marketing, and who’s doing what? This theme highlights topics like Amazon’s move to create intelligent and streamlined retail operations, as well as AI’s role in local search such as voice-enabled smart devices and personal assistants. See our coverage here.

Visualizing Local: How are marketers using visual content to boost visibility, presence, and conversions? With Visualizing Local, we examine topics like image search, visual strategies in local listings, and visually-oriented social media like Instagram Stories. See our coverage here.

Pursuing Privacy: In the wake of Facebook’s data collection misdeeds, the privacy backlash is swift and formidable. Pursuing Privacy is our theme for key issues like location intelligence and privacy regulations such as GDPR and CCPA. See our coverage here.

Disrupting Retail: Physical-world retail is at a crossroads as we see a growing divergence between success stories and victims of “retailpocalypse.” The difference is a function of digital adaptiveness. With Disrupting Retail, we cover topics like in-store innovation and Amazon’s strategic moves. See our coverage here.

Driving Local: The car is the ultimate mobile device. And it’s becoming local’s next battleground as more and more sensors are infused. Topics like autonomous vehicles are covered under Driving Local, as well as the car’s increasing role in the local search and discovery process. See our coverage here.

Mapping the Future: Of all of the technologies and consumer touchpoints to local commerce, mapping is perhaps the most relevant. Mapping the Future addresses maps as the primary tool for local search and discovery. We discuss UX innovations, visual mapping, and mapping as a component of local search and SEO strategies. See our coverage here.

Vertical Challenge: To verticalize or not to verticalize… that is the question in local commerce. The Vertical Challenge theme targets vertical-specific strategies and the pros and cons of zeroing in on local business categories. See our coverage here.

Holiday Blitz: All of the local commerce innovations throughout the year are given the chance to shine during the end-of-year holiday shopping blitz. We cover topics like shopping behavior, year-over-year trend analysis and retail strategies. See our coverage here.

Connected Consumer: How are we as consumers increasingly tapped into networked content and data. This includes topics like personal assistant apps, smart speakers, IoT and wearables. See our coverage here.

Theme of the Month: Pursuing Privacy

5 Ways to Use Location-Targeted Ads During a Pandemic

Savvy brand marketers are finding ways to take advantage of location-targeted advertising to inform consumers about shifting variables such as store hours of operation and social distancing requirements. Despite some apprehension among advertisers worried about seeming to capitalize on a catastrophe, surveys show that consumers are OK with being targeted with ads right now. More than 90% of people surveyed say they think brands should continue advertising during the crisis.

Here are five examples of ways that brands can start using location-targeted advertising to more effectively connect with consumers during the pandemic.

Why SMBs Are Flocking to Martech to Combat Covid Slump

The old way of doing business isn’t working anymore. As restaurants, retailers, and other businesses work to keep customers updated about shifting hours of operation and in-store social distancing requirements, they are opening up to outside-the-box ideas and becoming more comfortable trying location-targeted marketing platforms.

Data show that digital adoption among businesses and consumers jumped forward at least five years in the first eight weeks of the pandemic. Small restaurants and retailers are eagerly adopting the same tools now that they were hesitant to try back in 2019. That push is leading technology providers to expand their offerings and develop new tools for a growing market.

Changing Behaviors Are Influencing Targeting Tactics

Online actions such as a person’s search history or the brands they like on social media platforms fall short in telling the full story of genuine consumer behavior. Offline behaviors, however, prove to be more indicative of a consumer’s likes, dislikes, and hobbies. During a time when people go fewer places, where they go tells us even more about who they are.