Jul 18, 20165 min read

Marketing Day: Mobile-location data, Facebook app install ads & more

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

The evolution of marketing platforms: From automation to journeys Jul 18, 2016 by Barry Levine The next generation of marketing automation is emerging, and it’s more focused on machine-informed journeys than rule-based campaigns.
4 reasons the world would end at the demise of local SEO Jul 18, 2016 by Lydia Jorden It’s hard to imagine a world without local search. Columnist Lydia Jorden delves into four different industries that must optimize for local search, paired with a specific strategy to help optimize for streamlined customer searches. Does your local search strategy encompass these techniques?
Mobile-location data predicted Sports Authority’s demise and reveals the retailers that may benefit from it Jul 18, 2016 by Greg Sterling NinthDecimal analysis of consumer store visits shows broader value of retail foot traffic data.
Lowest rates for SMX East go up Saturday. Lock in the best savings today! Jul 18, 2016 by Marketing Land Searching for the best performing SEO and SEM tactics? Look no further than SMX East, the most highly anticipated search marketing conference on the East Coast. SMX East returns to New York City September 27–29 — secure your seat today and lock in the best conference rates available!
[WATCH] Marketing Land Live #20: Amazon Prime Day recap Jul 18, 2016 by Matt McGee This week, two special guests join us to discuss what Amazon did better this year to make Prime Day even bigger, and its impact on the e-commerce industry as a whole.
Facebook to aim app install ads at people most likely to buy a product, complete a level Jul 18, 2016 by Tim Peterson Facebook will aim developers’ app install ads at the people who are likely to use it to purchase a product, complete a game level or view content.
Quiz: Are you ready to level up your social media marketing? Jul 18, 2016 by Ben Cockerell Columnist Ben Cockerell challenges readers to test their knowledge of social media marketing and the latest in consumer usage patterns.
How to drive real, measurable value with purchase intent analysis Jul 18, 2016 by David Booth Columnist David Booth explains why using purchase intent will help you understand what’s really important and where to prioritize your budgets.
Back to school 2016: A shopping season for the books Jul 18, 2016 by Adam Grow With summer already halfway over, it’s time to start prepping for the back-to-school shopping season. Columnist Adam Grow digs into new data that reveals what you should expect from consumers this year.
3 reasons why digital research is backwards Jul 18, 2016 by Peter Minnium As digital advertising has evolved, our processes for measuring its effectiveness have stayed relatively the same. Columnist Peter Minnium explains why it’s time to rethink our approach and adopt a new learning system.
Beco offers first battery-free beacon, which can run indefinitely on existing lighting Jul 15, 2016 by Greg Sterling We’re several years into the beacon and “Internet of Things” era, and only in the past year are we starting to move beyond pilot-stage implementations. Beacons have been most closely associated with retail in-store marketing (e.g., offers), but they have a much wider array of uses.