February, 2018 | Street Fight

News & Analysis

BrandMuscle’s Paul Elliott Talks New Report on How Brands Can Go Local with Precision

February 28, 2018March 1, 2018 by Joao-Pierre Ruth

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“Local business partners want to increasingly execute in digital, but there is a reluctance or slowness in the brands or enterprises in shifting their dollars from traditional coverage in marketing and media to digital tactics,” said Paul Elliott of BrandMuscle.

Commentary

How to Turn Alternative Data into Alpha

February 28, 2018March 1, 2018 by Andries de Villiers

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The need for real-time data is critical, as it enhances the speed and accuracy of key decisions and enables investors to detect any defects before making a choice.

Commentary

Localized Insights Mean More Precise Campaigns and Better ROI

February 28, 2018March 8, 2018 by Gal Jacobi

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While creating at scale makes economic and operational sense, the danger in going with a one-size-fits-all approach is not insignificant. Evidence suggests over half of such “national” initiatives fail.

News & Analysis

Street Fight Daily: Facebook Invests in Local News, Ford Plans to Enter Local Delivery

February 28, 2018February 28, 2018 by Joseph Zappa

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Announces Support for Local News Subscriptions… Ford Lays Foundation for Autonomous Ride-Hail and Delivery Service… CPGs Focus on Marketing in Tough US Retail Landscape…

Commentary

How Publishers Can Survive Facebook Churn: Top Expert Weighs In — Part I

February 27, 2018February 28, 2018 by Tom Grubisich

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To help make sense of this sometimes-chaotic state of affairs and find solutions for local news publishers, I went to an expert who I think would be on just about any short list of Facebook demystifiers, Grzegorz Piechota.

News & Analysis

Walmart Reimagines In-Store Shopping Experience with Mobile Update

February 27, 2018February 26, 2018 by Stephanie Miles

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Walmart’s new Store Assistant is an all-encompassing mobile app solution that includes features such as Walmart Pay, a product search bar, and a product scanner that shoppers can use to double-check prices inside stores.

Commentary

Momentum Builds for Third-Party Location Data; Brands See Correlation with Marketing Effectiveness

February 27, 2018February 28, 2018 by David Card

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Third-party customer location data isn’t used widely by multi-location brands, but those that use it appear to have better success with local digital marketing.

News & Analysis

Street Fight Daily: Duopoly Shares Data with Brands, Third-Party Location Data Boosts Brands

February 27, 2018February 27, 2018 by Joseph Zappa

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Duopoly Shares More Data with Brands, But There Are Snags… The Next Big Threat to Consumer Brands (Yes, Amazon’s Behind It)… Walmart Reimagines In-Store Shopping Experience with Mobile Update…

Commentary Street Bytes (column)

Unpacking the Increasingly Complex Local SERP

February 26, 2018June 11, 2019 by David Mihm and Mike Blumenthal

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“While I think [these local ad changes] might be better for many small businesses AND consumers, it gives Google a great deal of power to approve or disapprove participants,” Mike Blumenthal tells David Mihm in their biweekly column.

Commentary Streets Ahead

People Are Talking About You: The Hidden Value of User-Generated Content

February 26, 2018March 7, 2019 by Damian Rollison

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Simply put, insights gleaned from reviews can help you do business better. Though reviews may contain bias of various kinds, they are still the best source you can find of detailed feedback from real customers.

News & Analysis

Street Fight Daily: How Google’s Ad Changes Affect Local Biz, Snap Ups Its Ad Game

February 26, 2018February 26, 2018 by Joseph Zappa

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Unpacking the Increasingly Complex Local SERP… People Are Talking About You: The Hidden Value of User-Generated Content… Media Buyers: Snap Is Focused on Enabling Commerce in Ads…

Commentary

Understanding the Proxies That Can Undermine Location Data

February 23, 2018February 23, 2018 by Rob Friedman

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For marketers, the ability to deploy technology that identifies and bypasses online users who may be masking their locations and digital traits yields improvement in the form of targeted campaigns and fewer wasted impressions.

News & Analysis

LBMA Podcast: Verizon, Omnicom, Ericsson & Placecast

February 23, 2018February 23, 2018 by Asif Khan

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This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan, Rob Woodbridge & Aubriana Lopez. On the show: Denver airport, LinkNYC, O2’s Weve, Radius8, Selfridges.

Commentary

How Local Healthcare Providers Can Imitate Advances in Retail to Boost Efficiency

February 23, 2018February 23, 2018 by Jon Schepke

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Providers need to do, ironically, what the best retailers do: make the experience better. To that end, data management is key. Here are some steps providers can take to address patients’ need for access and control.

News & Analysis

Street Fight Daily: Thumbtack Brings AI to Local Services, Amazon Go Model to Expand

February 23, 2018February 23, 2018 by Joseph Zappa

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… How Thumbtack Creates Work By Giving the Yellow Pages an AI Twist… Amazon Plans to Open As Many As Six More Amazon Go Stores This Year… Twitter Tightened Up the Requirements for Its Amplify Publisher Program…

Commentary

Local Media Consortium Partners With IAS to Fight Web Ad Fraud

February 22, 2018February 23, 2018 by Tom Grubisich

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To fight the pervasive web fraud crisis, the Local Media Consortium, which represents more than 75 local news media companies with 1,700+ digital publications, is partnering with the global data firm Integral Ad Science (IAS), which each day measures and analyzes the quality of 500 billion media metrics.

News & Analysis

Street Fight Daily: Google Debuts ‘Auto Ads,’ Digital Media Titan Vox Cuts Staff En Masse

February 22, 2018February 23, 2018 by Joseph Zappa

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Debuts AdSense ‘Auto Ads’ with Machine Learning… Vox Media Cuts About 50, Scales Back Social Video… Snapchat’s E-Commerce Strategy Hit a New High…

Commentary

A Vision for One of Tech’s Most Valuable Startups: The Airbnb Card

February 21, 2018February 23, 2018 by Andrew Shotland

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Airbnb has already created a trusted network. It now merely needs to extend that trust to get local hosts and merchants working together to create great experiences for their mutual customers.

News & Analysis

Pursuant Health, Vistar Media Look to Change How Brands Connect In-Store

February 21, 2018February 23, 2018 by Stephanie Miles

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In a move that could impact the way marketers connect with more than 30 million shoppers inside physical stores around the country, Pursuant Health is partnering with the location-based advertising technology firm Vistar Media to provide better access to its digital advertising inventory.

News & Analysis

What 1-800-Flowers’ Search Dominance Means for Local Florists

February 21, 2018February 23, 2018 by Stephanie Miles

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With more consumers researching purchases online than ever before, and major e-commerce retailers like 1-800-Flowers and ProFlowers flooding the playing field with paid search ads, there’s a looming question of what will happen to local florists.