A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
Twitter Unclicks Buy Button, Signaling Unclear Future for Social Commerce (eMarketer)
Twitter is moving closer to ending its e-commerce efforts. The company is abandoning its buy button, a feature once seen not only as a potential key to unlocking e-commerce revenue on the site but as a harbinger of broader use of social commerce. VentureBeat: Twitter sells Fabric mobile developer platform to Google.
Is It Time to Redefine ‘Local’ Marketing? (Street Fight)
Gregg Stewart: We’ve reached a pivot point where local market nuances and differences can create definable opportunity. I am not saying that the age of the big box retail or e-commerce portal are over, but if a brand does a better job at leveraging local marketing it can create a competitive advantage and differentiation point.
Google Uses Its Search Engine to Hawk Its Products (Wall Street Journal)
Google runs the world’s largest advertising business, selling space atop its search results. Google is also among the biggest buyers of those ads, promoting products from its music service to its app store. These days, Google often pushes its growing list of hardware products, from Pixel phones to Nest smart thermostats, in the top ad spot above its search results.
SeeClickFix Grows Its Base to Over One Million Problem-Flagging Citizens (Street Fight)
Tom Grubisich: The company has used 21st-century technology to fix 2,666,448 issues (and still counting) in municipalities and other jurisdictions around the country. In this Q & A, CEO Ben Berkowitz talks about how the company he founded eight years ago has forged partnerships with 300 governments and other entities.
Snapchat is Now Pitching Brands on Sequential Video Ads (AdWeek)
Snap has started pitching brands on a new type of ad package called sequenced messaging, a type of sequential advertising, in recent weeks. The new ad pricing bundles video ads together so brands can run back-to-back video ads with different creative within Discover to tell one story.
What The New York Times Knew That Digital Publishers Are Just Figuring Out (AdExchanger)
Farrell McManus: Diversified revenue models, including getting readers to pay for content that deserves to be paid for, is the way forward. There has never, and will never, be a way around it – if you want to get great journalists paid at the end of the day. The New York Times is one of the best examples of a healthy revenue mix.
The (Re) Focus on Verticals as Integrated Platforms (Local Onliner)
Peter Krasilovsky: Eleven years ago — a lifetime ago — we began evangelizing a vision of local media devolved into vertical specialties. Since then, expectations have been expanded for marketing beyond media. Social media, “presence management,” CRM and transaction management frequently represent higher priorities.
Adobe Expands Retail Capabilities, Partnerships (MediaPost)
Adobe announced a host of expanded retail capabilities at the National Retail Federation’s (NRF) Big Show conference in New York City on Tuesday, adding new features and integrations to Adobe Marketing Cloud and Adobe Experience Manager (AEM).