Local / location marketing
MarTech is your source for local & location marketing content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Salesforce, Google partner on local commerce
A new integration will help merchants using Commerce Cloud highlight local availability of products across Google surfaces.
Why we care about location marketing
Location-based marketing is effective for brands with physical locations. Here’s how to leverage the strategy.
88% of brands say they’re pressured to use retailers’ media networks
RMNs very real value is expected to increase as standardized measurements provide marketers with useful, comparable data.
Digital experience is important to diners too
Diners expect restaurants to be tech savvy and digitally agile.
5 Yelp facts business owners should know (but most don’t)
Business owners: Yelp doesn't have to be a source of anxiety! Here's how you can make the review site work for you.
How location data helps marketers acquire new customers and expand campaigns
Marketers can use location data to find new customer insights and improve ROI.
5 paths to post-cookie personalized advertising
CDPs. Identity resolution. 2nd party data. Contextual advertising. Marketers are testing insight-rich sources to build audience profiles.
Attorneys general sue Google over location marketing practices
There's sinister talk of "dark patterns" used by Google to track users and improve Google ad performance.
To know your customers, ping their phones
Use cases for privacy-sensitive geofencing.
What is the significance of Oracle’s Fusion Marketing launch?: Tuesday’s Daily Brief
Plus vanity metrics versus actual results in B2B marketing.
How NYC & Co know where you like to go
NYC's official tourism agency leverages anonymized people-and-places data from Near to inform its members and the city itself.
The future of local marketing: Promote your business and convert customers for life
In this live webinar, learn how messaging has evolved over the last decade, and how customer preferences impact local businesses.
Virtual events and local marketing: Thursday’s daily brief
Plus, the relentless pace of change in search spurs new solutions.
Yelp is telling hyperlocal stories for national brands
The pandemic put Yelp in the spotlight as a critical information source.
Yelp announces Custom Location Targeting and more features to expand reach for local businesses
Other eatures include budget recommendations and Connect Audience Model
SEO year in review 2020: COVID forces platforms to adapt their local and ecommerce offerings, and more
Even a pandemic couldn’t slow down developments in the search industry. Here’s our recap of the year’s most important stories and news.
As local media lose budgets, Field Day offers ‘last mile activation’ for brands
The company says it offers local human outreach at scale.
Stirista adds attribution and location intelligence
Announces acquisition of Nikaza.
Foursquare becomes first company to receive MRC location-data accreditation
New certification will soon become a must-have third party approval.
The 5 critical elements for local marketing success
Where should multi-location local business focus their energies and how should they deploy tools to help?
Majority of chains call local-digital marketing an ‘untapped opportunity’
But 77% of multi-location brands complain executing locally at scale is very challenging.
Release Notes: Reveal Mobile adds Tapad device-matching to its location data
A partnership between location data and device-based identity resolution.
Google adding local store details to Shopping, free Promoted Pins for Smart campaigns, more
New features and updates are aimed at local businesses and services in the "reopening phase."
Local SEOs most focused on link building and content development, report finds
80% of survey respondents said they were also buying (local) ads on Google.
Combine location data and external trends to build diverse audience strategies [Video]
Consumers are responding to unemployment and economic uncertainty, which may make your pre-pandemic audience segments less reliable.
Location data providers showcase real-world analytics tools during COVID-19
Apple has released a new Mobility Trends tool. Google has Mobility Reports. Both are showing the positives on location tracking.
How local businesses should be communicating with customers during COVID-19
Hear how local search veterans are using every channel available to help their clients stay relevant and keep customers informed.
Using location data to track coronavirus: An opportunity and tremendous risk
The information could be used to map the spread of the infection and predict where outbreak clusters might happen next.
Vox Media’s new ad network connects advertisers to local media audiences
Concert Local is extension of Concert, Vox Media's publisher-led programmatic ad platform.
Uber’s new digital OOH unit brings location-targeted ads to car-top screens
Suddenly, the market for programmatic taxi-top advertising is accelerating.
From ‘where’ to ‘why’: Marketers’ use of location data becoming increasingly sophisticated
But numerous operational challenges stand in the way of full utilization.
Why out-of-home may be the ultimate location-based (digital) marketing medium
OOH has evolved into an exciting medium that combines high-impact creative with digital targeting and measurement.
Marketers should be able to get more than 60% location opt-ins if they follow best practices
Control and value are key to convincing the "it depends" crowd to share their data.
There’s been a nearly 70% decline in always-on location data, since iOS 13 rollout
More than GDPR and CCPA, operating system privacy controls may impact the the availability and quality of location data.
Will location data rise as cookies crumble?
Factual's new Data Enrichment offers brands additional insights about their own customers based on real-world behaviors.
LiveRamp sheds location data business
The company said it was no longer focused on data aggregation and was concentrating on being a 'neutral and open marketplace'
How verticalization and zero-click will impact local search in 2020
In the coming year it will be interesting to see how Google balances the priority of verticalization against the growing popularity of Google Maps as the first choice among searchers.
Facebook tells senators it still uses location for ads despite user location services opt-out
The company was open that it would continue to identify location by other means in a September blog post.
3 major technology plays ahead for local commerce in 2020
We will see a shift into self-service SaaS solutions for small business, a widespread roll-out of cashier-less retail and a local ad play from Uber.
3 local commerce trends to make a big impact in 2020
We will see a shift into self-service SaaS solutions for small business, a widespread roll-out of cashier-less retail and a local ad play from Uber.