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Most marketing professionals don’t give much thought to the regulatory climate. In the US, unlike Europe, privacy laws are largely industry-specific and targeted toward healthcare and financial services. Thus, marketers have largely been able to rely on lawyers to provide privacy disclosures and then go on to business as usual. Yet there are a number of indications that a tipping point may be near, giving way to new regulations that demand significant changes in business practice. These changes can have a disproportionate impact on small and medium-sized local businesses. And varying standards across state lines means that companies with local operations in different states may have to make multiple adjustments. Below, I take a look at the current environment and indicators that major changes are due in 2018. Then I cover seven ways changing privacy laws will impact the local search market. Deregulation on federal level driving changes on state level With all the news on Net Neutrality last month, you Search Engine Land Source
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Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: How much will privacy regulation disrupt the local search market in 2018?Jan 3, 2018 by Wesley Young Columnist Wesley Young covers a growing storm of events that are likely to culminate in substantial regulatory change and analyzes the impact that can have on the local search industry. Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing: 18 link resolutions for 2018 DialogTech adds multichannel analytics with its purchase of dashboard provider Swydo The top Walmart and Amazon product page experiences of 2017 Search News From Around The Web: 11 Super Easy (& New) Ways That Boosts Your Site Speed Like Never Before, SEM Rush Complete Guide to Google Panda Update in 2018, Ignite Visibility Dedicated IP Address vs Shared IP Address (Debunking Myths), Kinsta Google faces new discrimination charge: paying female teachers less than men, The Guardian Google Says Your Mobile Internal Link Search Engine Land Source
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According to a report appearing in Reuters, Google’s parent Alphabet is considering a sale of reviews publication Zagat. The company was purchased in September, 2011 for a reported $151 million in the wake of a failed deal to acquire Yelp. At the time Google needed local reviews content to better compete in local search with rivals such as Yelp, TripAdvisor and others. Marissa Mayer was responsible for the acquisition. Less than a year later Mayer became Yahoo’s CEO. The Reuters report says, “Google has held informal talks in recent months with multiple companies about offloading Zagat . . . Any deal would likely involve the Zagat brand name and website . . .” Whether the sale will actually happen and any potential purchase price are uncertain. If Zagat did sell it almost certainly would fetch less than what Google paid for it. Its brand has undoubtedly declined in value during the nearly seven years Google has owned and managed it. Google clearly Search Engine Land Source
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According to a report on CNBC, Amazon is in talks with several large consumer product companies, such as Procter & Gamble, about advertising and sponsorship opportunities through Alexa and voice search. According to the report: The e-tailer has been in talks with several companies about letting them promote products on the best-selling Echo devices, which are powered by the Alexa voice assistant, according to several people familiar with the matter who asked not to be named because the discussions are private. Consumer companies, including Procter & Gamble and Clorox, have been involved in these talks, according to the people. Some of the early discussions have centered on whether companies would pay for higher placement if a user searches for a product such as shampoo on the device, similar to how paid searches work in Google. The report also says that there may be a range of promotional opportunities on Alexa. One is reportedly a product suggestion on behalf of a brand Search Engine Land Source
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Targeted, personalized ads have long been held up as a win-win-win, for consumers, advertisers and publishers. An article from The New York Times about climate change deniers using Google AdWords to promote their agenda pokes (more) holes in that optimistic vision. In the Times article, Hiroko Tabuchi laid out how ads proclaiming climate change a hoax appeared at the top of Google search results when searching in private browsing mode. Yet, when the climate change reporter had private browsing mode on — and Google could access more signals such as past search and browsing history to target ads to users most likely to click — ads from environmental groups, not climate change denying groups, appeared. The Times describes the climate change-denying advertisers as having figured out how to game Google’s system: “The climate denialist ads are an example of how contrarian groups can use the internet’s largest automated advertising systems to their advantage, gaming the system to find a Search Engine Land Source
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