Street Fight Daily: Google Cedes Some Control of AMP, How Important Are Online Reviews?

TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA

Google Is Giving Up Some Control of the AMP Format (Verge)
Google plans to move the AMP Project to a “new governance model,” which is to say that decisions about the code will be made by a committee that includes non-Googlers. Until now, final decisions about AMP’s code have been made by Malte Ubl, the tech lead for the AMP Project at Google.

Heard on the Street, Episode 12: How Important Are Online Reviews? (Street Fight)
Considering the level of influence that online reviews can have on any given business, it’s become increasingly important to optimize them in various ways. How is that done? There are lots of tactical ins and outs we highlight on the latest episode of the Heard on the Street Podcast.

After Amazon Storefronts, A Self-Service Suite of Ad Tools (MediaPost)
Amazon will capitalize on content to support small and medium-sized businesses (SMBs) in a new section of its online marketplace called Storefronts, where consumers can shop for more than 1 million products from nearly 20,000 companies — all U.S. SMBs. Will a suite of self-serve, easy-to-use advertising tools come next?

Data is Technology’s Currency: Increase Its Value by Maintaining Accuracy (Street Fight)
Gil Larsen: By defining their organizations’ definition of “accuracy,” allocating marketing resources to external solution providers that can provide unique data sets pulled from mobile phones, and ensuring all data is as up to date as possible via location-based approaches, marketers will begin to see an improvement in the quality and transparency of the data they purchase.

Why Many B2B Marketers Struggle with CRM Integrations (eMarketer)
In a survey of 250 US B2B sales and marketing professionals, about four in 10 respondents said they are novices or beginners when it comes to integrating data into their customer relationship management (CRM) systems. Just 13% of respondents said they had an advanced ability to integrate data into CRM systems.

Pinterest Eyes Influencer Marketing Budgets with New API (Digiday)
Pinterest is helping brands work better with influencers on the platform by providing more resources for campaign measurement. Today, Pinterest expanded its content marketing API to third-party influencer marketing platforms for the first time.

Hilton, Foursquare Partner for In-App Advice from Locals (Hotel Management)
As hotel guests yearn for more local flavor when traveling, travelers staying at at Hilton properties will now have a new way to get those personalized recommendations during their stays.

Every Social Leap Forward is a Marketing Opportunity (NYT)
They are the new beautiful people and their pronouns are they, their and them. Fashion courts them. Publishers pursue them. Corporations see in them the future of consuming, as generations come of age for whom notions of gender as traditionally constituted seem clunkier than a rotary phone.