A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
Attribution is Becoming More of a Priority for Marketers (eMarketer)
Among US digital marketing and media practitioners polled, cross-channel measurement and attribution were the most-cited tactics expected to occupy respondents’ time and resources in 2016. More important, interest in this practice saw the greatest year-over-year jump of any mentioned tactic.
Case Study: Swedish Food Chain Boosts Impressions with Local Facebook Pages (Street Fight)
Rather than budgeting for large TV buys, Redfellas is working almost exclusively on using social media for low cost marketing and advertising. Specifically, the Swedish salad and smoothie chain is looking to expand its footprint on Instagram and Facebook with local store pages.
Giant Mall Company Enlists 10 Tech Startups to Drive Brick-and-Mortar Business (Recode)
Westfield Corporation, which operates 32 large U.S. malls including Garden State Plaza in New Jersey and Westfield San Francisco Centre, is looking to a host of startups to spur tech-driven innovation in retail. Today, the company’s Labs division welcomes 10 young companies to a program that it hopes results in pilot tests between them and retailers.
Chef’d CEO: Meal Kits Will ‘Dominate Grocery-Style Shopping Over Time’ (Street Fight)
Few verticals have been as significantly disrupted by hyperlocal technological innovation as the food industry, and meal-kit delivery is becoming a big part of that. We caught up with Chef’d CEO Kyle Ransford to discuss the technologies underpinning the disruption of grocery retail.
Why Uber Couldn’t Bridge the China Divide (New York Times)
Farhad Manjoo: The goal seemed lofty, but the opportunity, after all, was eye-popping: Amazon has a market value of $365 billion, and Alibaba is worth about $200 billion. The ride-hailing business might one day grow to be as valuable as e-commerce, if not larger — and wouldn’t it be fantastic if you could own it all, everywhere? Well, it turns out, you can’t.
5 Ways Brands Are Incorporating Messenger Bots in their Marketing (AdWeek)
Just three months after Messenger bots opened up to developers and brands, marketers are experimenting with everything from automated shopping to recipe recommendations. Here’s a look at how five brands are using chatbots as part of their marketing strategies.
Connected Devices Seen as Boost to Mobile Commerce (MediaPost)
A new report suggests that connected devices can reduce the friction of transactions for consumers and therefore increase purchase volumes in commerce. Last year, mobile accounted for almost a third (29%) of online retail. However, mobile-commerce will grow to almost half (49%) within the next four years, according to Javelin.
Marketer’s Playbook: The Future of Customer Experience (AdAge)
Former consultant Rachel Shechtman opened what she calls a “physical retail media outlet” named Story. Brands pay at least $400,000 to sponsor the 2,000 square-foot store located at 144 Tenth Ave. on the far west side of Manhattan for four to six weeks. Brands use the space to show off new products, track consumer behavior, and hold events.