Greg Sterling | Street Fight

Black Friday Weekend’s Unreported Story: The Rise of ‘Bricks and Clicks’

Greg Sterling

Black Friday Weekend’s Unreported Story: The Rise of ‘Bricks and Clicks’

The mostly unreported story of Black Friday weekend is that much of the ecommerce growth came from “bricks-and-clicks” retailers, not pure-play e-tailers. The reason: Physical stores offer a critical customer experience and serve as a “brand anchor,” both of which support ecommerce for traditional retailers. Stores drive online sales because they instill a sense of confidence and trust in the consumer.

SMBs and Self-Service: Are We There Yet?

Greg Sterling

SMBs and Self-Service: Are We There Yet?

The question of whether or when SMBs are going to self-provision online marketing has been a topic of intense debate for at least a decade. Signs now point to the emergence of solutions simple enough to make self-service viable within three to five years. Ultimately, rather than a do-it-yourself vs. do-it-for-me dichotomy, we’re likely to see an increasingly stratified local market that looks a lot like a three-cabin airplane seating chart.

Better Use of Data Could Dramatically Alter Local Digital Sales

Greg Sterling

Better Use of Data Could Dramatically Alter Local Digital Sales

Data is a core principle of digital marketing today, yet when it comes to local, big data has not penetrated very deeply where the sales process is concerned. All of that is about to change with the appearance of multiple companies trying to put data at the center of the way digital marketing is presented and sold to local businesses.