by Sandy Smith, STORES

“‘Graph search has the potential to change the game,’ says Paul Wicker, director of product for Kenshoo Local. ‘If Facebook becomes a place where consumers routinely go to search for merchant information, then every firm needs a local Facebook ad strategy. … retailers have to leverage their stores any way they can. There’s been tons of innovation this past year around using store location data to improve advertising returns on search. Recently, we’ve started to see these same themes emerge on platforms like Twitter and Facebook as the ad dollars grow.'”

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