Top 1. 0 insights on local marketing at LSA1. At the Local Search Association annual conference a few weeks ago, search and marketing experts in the local space provided insights into trends and challenges the advertising, marketing and search industry faces today. Here are 1. 0 of the top takeaways shared at LSA1. Location drives almost all consumer engagement, even for national brands. The Full The Prodigies Movie Trailer' title='The Full The Prodigies Movie Trailer' />According to Rob Blatt at Momentfeed, 8. That would explain why 5. A strong shift in marketing budgets toward location based marketing is naturally following that trend. Complete casting has been announced for the national tour of Andrew Lloyd Webbers School of Rock musical, which will launch September 30 in Rochester, New York, at. In that regard, it needs to be said that I have seldom seen a movie go off the rails after the first act quite as drastically as American Assassin. Directed by Antoine Charreyron. With Jeffrey Evan Thomas, Dominic Gould, Moon Dailly, Lauren Ashley Carter. Five young prodigies assaulted in New Yorks Central Park. A young genius in their preteen year. Any genius below 12 is eligible for the title of a Child Prodigy. Sometimes ignored or discriminated by those who. L. A. Times entertainment news from Hollywood including event coverage, celebrity gossip and deals. View photo galleries, read TV and movie reviews and more. Klaus Badelt born 12 June 1967 is a German film composer, known for his collaborations with Hans Zimmer, helping to write scores for dozens of critically acclaimed. Data from the Location Based Marketing Association LBMA found that 2. Companies in the US increased use of location based marketing by 5 percent from 2. Canada increased use 6 percent and those in the UK 7 percent. In terms of dollars, Neg Norton, president of LSA, shared that in 2. With local often being synonymous with location in the marketplace, these numbers emphasize that local marketing and local presence are just as important as national campaigns. Last month, I observed factors that influence the appearance in search results on Google Maps, and notably, national brand reputation was not a ranking factor. As consumers increasingly look locally for information, all businesses  whether traditional SMBs, franchises or local stores belonging to national brands must recognize how location needs to be a core part of their marketing strategy. Location is much more than targeting a place. Long gone are the days when location was solely used to target based on proximity. Location data has grown much more abundant and rich in its insight to consumer preferences and profiles. Shashi Seth of x. Ad shared how the increasing volume of location data can be used to build consumer profiles that allow for better and more productive targeting. Four out of five mobile phone users have smartphones. These always on devices are being checked, on average, 4. GPS, Bluetooth, Wi. Fi, apps, compass, accelerometer and gyroscope functions built into the devices. Likewise, the number of sensors, such as beacons, being deployed to detect those devices is exploding. In Q2 of 2. 01. 5, there were approximately 9. Marianna Zaslavsky at Unacast. And that number is expected to grow to 5. The volume and frequency of location data being transmitted may be aggregated to determine broader trends. Oren Naim with Google shared new functions on Google Maps that provide live data on its crowd indicator for locations such as restaurants. That data can be further analyzed to profile the audience at a specific location. But Seth explained that, broken down by individual, location data maps a consumer journey that reveals information such as what you like to eat and where you shop, whether you work out and what you do for entertainment. It provides frequency and time of day for various activities. Demographic information such as income, gender and age can be extrapolated by where you live, shop and work. Source x. Ad presentation at LSA1. This incredibly rich data may be used to effectively target users with relevant content, leading to better returns. LSA will continue to explore location and how to use it in local marketing at its Place Conference later this year. How do you scale local While consumers demand local information, brands like Walgreens with thousands of locations are challenged to manage local information across the country. Walgreens, Brandify and Brandmuscle covered those challenges, including the following The tension between brand consistency and personalization. Managing accurate content and messaging. Fragmented control over local managers. Development of an efficient process to maintain local content. Non brand controlled platforms such as Google knowledge graphs. Executing locally is still evolving and remains a company by company decision. By definition, it is hard to template local success, and that might seem to favor giving local managers greater power in making decisions over local marketing and content. Many brands havent reached that point of trust or training yet or have operations that demand more operational consistency. Given the right support, either a top down or bottom up strategy can be successful. Walgreens uses an approval process for adding content that has helped scale local content more seamlessly. Regardless, this will be an area of continual development, driven by the value of local and the influence of consumers who want to know if they can bring their dog into a store or if it is closed because of weather. The challenges with scale may also be an opportunity for smaller agencies and marketing providers. Niche practices by geography or vertical allow focus where their strengths lie and where others who rely on scale may not be capable of or willing to work. Attribution is getting better  and becoming necessary. Another area in which location data is making a difference is attribution. Accurate attribution has long been sought by both clients and marketers to justify work done and demonstrate ROI. Allyson Carper at Brandify stated that online to offline attribution is the industrys path to success. Improved location data available today makes it much easier to track store visits. While attribution is typically still a comparison of usual traffic to post exposure traffic at a location after a specific campaign, the volume of data makes such comparisons much more accurate and meaningful. More detailed data, such as profile building described in the consumer journey above, also allows a deeper analysis of who is the most responsive audience. For example, in a campaign for a quick service restaurant, it was presumed that consumers who frequented fast food restaurants were the best target audience. Ninth Decimals attribution analysis helped reveal that consumers who were DIY enthusiasts, movie enthusiasts and leisure travelers were better targets. Such insight allows future campaigns to be refined and better targeted. Privacy laws the threat to local marketing. While there was no planned discussion at LSA1. All the benefits and increased ROI of using location data could come crashing down if overly restrictive regulation on the collection, distribution and use of location data is passed. The problem is two fold. First, location data is being categorized in proposed legislation as personally identifiable information subject to protections provided to data, such as health or financial information. Commonly, opt in permission and disclosure requirements are imposed as part of the regulation, with significant penalties for non compliance. Such regulation may impose restrictions that create serious barriers to use of that data. Second, states are looking at individual and different approaches to regulation, making compliance very difficult, since the future potentially holds numerous different and conflicting regulations across physical state borders that online content often does not adhere to. There are also some broader concerns with the use of targeting data including location. The FTC released a paper last year exploring how big data might be used in a discriminatory manner. For example, if location data were to be used in a manner that treated users from a predominantly African American neighborhood differently, those users may be impacted in a discriminatory fashion. Rocks In My Pockets Review here. These are issues that the industry must tackle in a unified and intentional manner or risk losing significant innovations made possible only with the use of rich and voluminous data. The threat to traditional branding. Brands have traditionally relied on consistency and control of brand assets to maintain the image and reputation they want in the public sphere. But that control is being hijacked by social media and other consumer generated content. Reputation can crumble to the ground with one viral tweet. Consider the over 2. Uber after the Delete.