Good morning, happy Friday!

Video advertising can be a complicated, costly and time-consuming investment for local businesses, leaving some marketers feeling disadvantaged. But creating video might be more achievable than you think. There are a plethora of free resources available for marketers looking to incorporate video ads into their campaigns — from YouTube tutorials to online courses — enabling us to create video content in a cost-efficient yet effective manner.

Local businesses also have a few seldom recognized advantages when it comes to video: a connection to the community — your target audience — followed by the simple fact that most other local businesses are not doing it. Consider creating video content that resonates with your community, like telling your origin story, and addressing frequently asked questions. Testimonials are also a great way to showcase your business in a compelling format.

Scroll on below for more, including a look at marketers on the move and a list of career opportunities we’ve gathered for those of you who are on the job hunt. Have a great weekend.

Jennifer Cannon,
Senior Editor 

Pro Tip

Becoming an experience brand requires critical insights to drive change

“With a foundational and an architectural assessment, you’ll be poised to build a best-in-class [brand experience] based on consumer insights,” explains Ethan Hanson of Merkle. “Along the way, an audit of data and technology will become critical to supporting the automation of personalized, people-based experiences. The alignment of key stakeholders across the organization will be another critical component to driving change, which is why a data-driven approach to prioritization from the consumer’s perspective is needed for the potential political battles you’ll be up against.”

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B2B Site Search Best Practices: Giving Customers What They Need, When They Want It

Sponsored by Coveo

Are visitors looking for a needle in a haystack when they come to your website? If prospects and customers can’t find what they are looking for quickly and easily, they will stop looking and leave. Join us to learn how how to plan and execute a large search-enabled site and why machine learning, AI and a server-less environment are key to delivering quality content for every search use case, every time.

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On the Move

Ubimo brings on its first head of practice for OOH solutions

Norm Chait named Ubimo’s first head of practice for OOH solutions. In line with the company’s plans to grow its OOH initiatives, Norm Chait has been appointed as head of practices for OOH solutions. Chait most recently served as senior vice president and director of OOH and local investment at Spark Foundry, and in sales and marketing consultancies at Vector Media and Screenvision Media.

SmartBear brings on a new CMO. Cynthia Gumbert has been appointed SmartBear’s chief marketing officer. “Strengthening our team allows us to keep expanding our product portfolio, build awareness, and meet growing global demand for our company’s products,” said Justin Teague, CEO of SmartBear. “Cynthia’s experience in marketing leadership at some of the most successful fast growth startups as well as top technology brands makes her the ideal person to lead the marketing organization.”

Are you ready to make your own move in martech? We’ve gathered a few job postings to help with your search. 

Director, Marketing Operations and Insights – VTS, Inc., New York, NY

Group Director, Marketing Data and Technology – Omnicom Media Group, Chicago, IL

Director, Digital Marketing Technologies and Platforms – Sutter Health, San Francisco, CA

Director, Marketing Technology, Consumer Markets – PwC, Boston, MA

What we're reading

We've curated our picks from across the web so you can retire your feed reader

Why AI Is the Ally You Need for Engaging Customer Experiences – CMS Wire

Intel and SAP broaden datacenter tech partnership – VentureBeat

5 Things We Learned from Analyzing 28,304 Experiments – ConversionXL

Connecting the Customer Journey from Online to Offline – Street Fight

Uber launches shopping app with Cargo to boost in-car commerce – Mobile Marketer

Is 5G On A Collision Course With Privacy? – AdExchanger

Boston Dynamics’ robots are preparing to leave the lab — is the world ready?  – The Verge