A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
Google Wants to Send You a Plumber (BuzzFeed)
Sources close to the company said that Google plans to announce a new product aimed at connecting Google search users with local home-service providers — like plumbers and electricians — at an advertising conference later this spring.
How Programmatic Pioneer RocketFuel Thinks About Location on Mobile (Street Fight)
Rocket Fuel has positioned itself as a leader among programmatic ad firms, but it still finds itself embracing relatively new terrain: mobile. Street Fight caught up with Ian Dailey, the company’s senior manager for mobile, to talk about bringing the efficiencies and advantages of automation to mobile advertising.
Square Is Using Customer Data to Create Targeted Email Campaigns for Brands (AdWeek)
The San Francisco-based payment company launched Square Marketing — a marketing tool that lets small businesses target customers who shop in stores through email promotions. Businesses will be able to see which sales came from new customers versus returning shoppers.
6 Hyperlocal Platforms That Transform Social Media Into Data (Street Fight)
The sheer volume of messages being posted across social networks like Twitter, Facebook, and Instagram can be overwhelming for marketers. Here are six examples of hyperlocal platforms with location-specific features that businesses can use to turn social media postings into actionable data.
Groupon Mulls Selling Off Checkout Software Business (Recode)
Groupon is contemplating divesting some or all of its Breadcrumb business unit, which makes checkout software for restaurants and bars that runs on iPads, according to multiple sources. Groupon executives have discussed the possibility internally and even floated it to a competitor during a recent meeting.
Sponsored: Strategies & Best Practices to Help Combat SMB Churn (Street Fight)
As traditional media and digital pure plays strive to find the right mix of product, service and scale, no one seems to have fully cracked the code on local digital media sales. At the 2015 LSA Conference in LA in April, we will explore the latest strategies and best practices that are leading to more retention.
Reserve, The Dining Reservation App From Startup Studio Expa, Beefs Up With Two Acquisitions (TechCrunch)
Reserve, the restaurant reservation company that launched this past fall out of Garrett Camp’s “startup studio” Expa, has acquired Zurvu, a New York-based startup that also deals in online restaurant reservations, and HAIL, a Santa Monica-based startup that makes an app for splitting the check with a group of diners.
In Rise of Yik Yak App, Profits and Ethics Collide (New York Times)
Yik Yak allows for real-time social and political commentary about events that are happening — and that seem so excruciatingly important at any given moment — on campuses across the country, but it also permits an unleashing of the basest human instincts that result, too often, in forms of cyberbullying.
What You Need to Know About ‘Place Tips’ for Your Facebook Advertising Campaign (Entrepreneur)
The recommendations, known as Place Tips, will appear at the top of subscribers’ news feeds, whenever they are in close proximity to a location where the feature is active. One thing is certain: Place Tips are here, and to remain competitive, brands need to learn how to leverage them.
Uber Is Winning Over Americans’ Expense Accounts (Bloomberg)
Last month, Uber accounted for 47 percent of all rides expensed by employees whose companies use Certify, the second-largest provider of travel and expense management software. The amount spent on traditional taxis, limousines, and airport shuttles fell from 85 to 55 percent.
Taking a Swipe at Tinder, Loveflutter Hopes ‘Promoted Places’ Will Keep Dating App Free (TechCrunch)
Tying into the app’s existing ‘Date Ideas’ and ‘Suggest-a-Date’ features, Loveflutter’s new ‘Promoted Places’ ad unit lets advertisers pay to have their listing appear when prospective daters are matched and want to find a place to actually meet offline.