A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology
iOS 8 Said to Focus on Mapping, Transit and Augmented Reality (9to5Mac)
Apple is readying an upgraded version of its iPhone, iPad, and iPod touch Maps application for the next major release of iOS in an effort to battle Google for mobile maps supremacy. Upper management hopes the new app may fulfill a promise to users that the iOS Maps application will eventually live up to the “incredibly high standard” of Apple’s customers.
Why Mobile Marketing Needs to Evolve Past Physical Location (Street Fight)
Deborah Lance: In order for location targeting to be effective, marketers must think beyond just physical location or proximity to their store. It means moving beyond the traditional mindset of “Who” you are trying to reach to include “Where are they?” “What are they doing? “What are their interests?” or even “What might their intentions be?” based on past behavior.
Consumers Wary of In-store Mobile Payments (Fixtera)
Only a quarter of people in the US and Western Europe are willing to use their mobile devices for in-store payments, according to a survey from Bain & Company. However, those that do use mobile payments are big spenders, forking out roughly twice as much through all digital channels than non users, according to a new Bain study.
Case Study: Hotel Chain’s Hyperlocal ‘Microsites’ Increase Online Bookings (Street Fight)
Spurred by industry research showing that today’s travelers are more interested in creating memories than receiving discounts, Red Lion has launched a hyperlocal initiative that involves developing local “microsites” for each of the company’s hotel properties, along with localized menus, new transportation signage, and even employee nametags that offer localized tips for guests.
Microsoft Researchers Launch New Hyperlocal Project With a Twitter Connection (ZDNet)
Microsoft’s FuSE Labs is adding a second research project to its roster that focuses on how hyper-local content can spur civic engagement. The site, called HereHereNYC, allows more than 40 New York City neighborhoods to generate opinions based on New York City’s 311 non-emergency data stream.
Can Local Directory Publishers Pull Off a Content Strategy? (Screenwerk)
The primary reason, arguably, that Yelp and TripAdvisor are so successful is because of their content — mostly reviews and other user-generated content. But what if these local publishers really undertook a “content strategy” in earnest and picked a few key verticals and hired writers and other staff to generate real, interesting content?
IPG’s Rapport, ADstruc Reach Deal To Automate Out-Of-Home Ads (AdExchanger)
Interpublic Group’s (IPG) out-of-home advertising agency Rapport Worldwide will automate media planning and buying activities using outdoor advertising technology platform ADstruc, the holding company said Monday. As part of a strategic agreement between the two companies, IPG will deploy the technology across Rapport’s five offices globally, which will significantly improve agency efficiencies.
PayPal taps Rakesh ‘Rocky’ Agrawal to bring more small businesses aboard (VentureBeat)
Payment-processing giant PayPal wants more small businesses to use its services, especially as new-generation players like Square grow larger. PayPal announced a major hire to focus on those small businesses. Rakesh “Rocky” Agrawal, a veteran of Aol and Microsoft, will become the company’s director of strategy.
Starbucks to Allow for Digital Tips from iPhone (CNET)
Coffee conglomerate Starbucks will push forward with its popular mobile payment program, which accounts for more than 11 percent of in-store transactions, by allowing customers in the US to add digital tips to their purchases.The digital tipping feature will be included in the company’s brand new Starbucks for iPhone application, arriving in Apple’s App Store on March 19.