Industry Roundup

Posted by Cindy Kerber-Spellman on March 24, 2017

Bing’s changes to restrictions on trademarks as keywords makes buying your branded terms more important than ever before. Google’s new features for mobile search. Consumers who are more receptive to online and mobile ads. Innovation that could impact your future for local engagement.

Here’s what we’re reading at LBN:

The Big Picture

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Yahoo Study: ‘Upbeat’ Consumers More Receptive To Online, Mobile Ad Content

(BizReport; 3/19/17)

Advertisers are familiar with the mantra of reaching the right people, on the right device, at the right time, but what about when consumers are in the right mood? In what Yahoo calls the most comprehensive study ever done on the role of emotions in advertising, it is revealed how consumers' mood affects their response.

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5 Innovations That Could Impact Local engagement

(LBN Local Insights, 3/17/17)

As brands navigate ways to stay ahead of the market and be top of mind, creating personal moments as they connect with customers have a greater importance. It echoes the trend of personalization that’s happening with technology.

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Google Redesigns Mobile Search With Tappable Shortcuts

(MarketingDive; 3/22/17)

Google's mobile search redesign provides users with tappable shortcuts to interest areas like sports, weather, entertainment and food and drink and has rolled out for the iOS and Android apps as well as the mobile version of Google.com.

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Bing To Further Remove Restrictions On The Use Of Trademarks As Keywords

(Search Engine Journal; 3/21/17)

On March 27, Bing Ads will remove the restrictions it has on using trademarks as keywords in global markets. This change essentially means more advertisers around the world can trademarks they don’t own.

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Facebook Tests An Enhanced Local Search And Discovery Feature Offering Business Suggestions

(TechCrunch; 3/22/17)

Facebook is testing an enhanced local search feature that could see the social network creeping in on Google Maps, Foursquare and Yelp territory.

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Research Warns Marketers To Consider Social Media Followers’ Diverse Network

(BizReport, 3/21/17)

Be mindful of your consumers' diverse social media network, warns new research led by the University of Edinburgh Business School, or risk falling engagement.

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Why Car Guys Are 4 Times More Valuable To Marketers Than Average Consumers

(Adweek; 3/23/17)

New study examines the purchase behavior and influence of “enthusiasts” in the automotive, adventure sports/outdoor and home tech categories.

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Instagram Expands Shoppability After Promising Test

(Marketing Dive; 3/22/17)

After an initial test (working with 20 retailers including Kate Spade New York, Lulu’s, Macy’s and Warby Parker), Instagram has been encouraged enough by the results of a new more in-depth shopping feature to more businesses.

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How To Do Local Digital Marketing Right: Four Adjustments Global and National Brands Need To Make

(MarketingProfs; 3/1/17)

Digital is causing the world to shrink. I'm not referring to volume, of course, because in that sense digital is exploding. In fact, as of 2015, 90% of the world's data had been created in the previous two years! What I mean is that the digital and mobile revolution is making us hyper-aware of the world around us.

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Topics: Insider, Local Digital Marketing, curated content, digital marketing

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