A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
Inside Amazon: Wrestling Big Ideas in a Bruising Workplace (New York Times)
Amazon has been quicker in responding to changes that the rest of the work world is now experiencing: data that allows individual performance to be measured continuously, come-and-go relationships between employers and employees, and global competition in which empires rise and fall overnight. Amazon is in the vanguard of where technology wants to take the modern office: nimble and productive, but harsher and less forgiving.
Facebook’s Last Push Into E-Commerce was a Disaster, but It’s Gearing Up to Try Again (Business Insider)
As part of its budding e-commerce ambitions, Facebook recently started allowing a small number of brands to sell their products directly through a new “shop” section on their pages. After failed similar attempts in 2009 and 2011, does Facebook have a chance of making it work this time?
What Local Marketers Can Learn From the Trials of Google Plus (Street Fight)
Alex Palmer: With Google’s recent announcement that Google Plus will be decoupled from YouTube and other services, industry watchers are predicting that this may be the beginning of the end for the social network. Here are a few lessons a local marketer might learn from the social network’s challenges.
Location Inaccuracy Is a Bigger Problem Than Fraud (AdExchanger)
Unintentional discrepancies and widespread inaccuracy within location data is growing because of the lack of industry standards around the collection and use of that data.
Case Study: Restaurant Chain Integrates Data for Targeted Customer Marketing (Street Fight)
Fig & Olive’s guest management system has been set up to match reservations to POS data, which allows marketer Matthew Joseph to track the dining habits and visit frequency of guests. This information is then used to run automated marketing campaigns.
The Shifts In Consumer Behavior Driving Google’s Maturation (Search Engine Land)
Nathan Safran: Google’s micro-moment perspective posits that discovery and action are decoupled as discovery comes in multi-session bursts, across channels, on a mobile device, while action (conversion/purchase) often takes place later on a larger screen, a laptop or tablet device.
Sponsored Content: Home Improvement Chains Should Aim for More, Better Customer Engagement (Street Fight)
Lowe’s and Home Depot duked it out in this month, with Home Depot roundly trouncing its competitor on key areas of local presence. Digital marketing company Where2GetIt crunched numbers to compare how the two are branding locally, and how that affects local consumers.
Lyft Experimented With Local Delivery but Decided Against It (Recode)
Lyft is doubling down on its core product. The ride-hailing company flirted with but decided against going into the local delivery market, a move allowing it to craft a strategy that diverges from its larger rival, Uber, which is striking deals with small and large retailers to offer delivery services and expand beyond shuttling passengers.
Busting Myths In Location-based Mobile Advertising: Perceptions, Paradoxes, and Possibilities (MediaPost)
Location is an important building block in shaping consumer context at any moment. Location-based mobile advertising has created excitement and chatter, and while this noise is positive, marketers need to make sure they differentiate myths from facts and fully understand the fundamentals before jumping in.
Pinterest: In-Store Mobile Shoppers’ Little Helper (eMarketer)
Shopping was one of the top activities during which users liked to access Pinterest, and smartphones were their favorite devices on which to do so. In all, more than two-thirds of Pinterest users had looked up pins via mobile phones while in-store.
A Fashion Trailblazer’s Stylish Leap From Touch to Touch Screen (New York Times)
High-end retailer MatchesFashion.com has evolved from a local brick-and-mortar retailer with a small e-commerce operation into a global specialty luxury e-commerce operation — with a small brick-and-mortar presence. For luxury retailers who have long specialized in in-store experiences, e-commerce is still unfamiliar terrain.