Joao-Pierre Ruth | Street Fight

#SFSNYC: Moving Beyond Basic Location-Based Advertising Without Getting Creepy

Joao-Pierre Ruth

#SFSNYC: Moving Beyond Basic Location-Based Advertising Without Getting Creepy

In regard to guidelines pertaining to the ethical use of location data, Mark Risis, head of global data partnerships at IBM Watson, offered the following maxim: “Don’t do creepy stuff.” Risis as well as panelists from Zocdoc and Waze addressed the topic of location-based marketing and ethics in a panel at Street Fight Summit Wednesday.

#SFSNYC: Investors on Billion-Dollar Opportunities in Local and Where to Find Them

Joao-Pierre Ruth

#SFSNYC: Investors on Billion-Dollar Opportunities in Local and Where to Find Them

Long before startups become the “next big thing” the masses talk about, investors have an opportunity to use their wallets to weigh in on the prospects for those emerging companies. At Street Fight Summit Wednesday in New York, investors pointed to voice, VR and AR, and influencers as some hot topics in local investing right now.

#SFSNYC: Verve’s Mark Fruehan Talks Being a Tactician in Location-Based Advertising

Joao-Pierre Ruth

#SFSNYC: Verve’s Mark Fruehan Talks Being a Tactician in Location-Based Advertising

Mobile and local offer huge opportunities in potential revenue to advertisers smart enough to capitalize on them. But location data will ultimately hold value for marketers only if its collection and analysis rests on accurate audience identification, said Mark Fruehan, executive vice president of enterprise platforms at Verve, at Street Fight Summit Wednesday.

#SFSNYC: Making Conversational Interfaces the Frontline for Customer Interaction

Joao-Pierre Ruth

#SFSNYC: Making Conversational Interfaces the Frontline for Customer Interaction

The development of conversational language to interact with chatbots, digital assistants, smart devices, and other machines is changing the ways consumers make use of such platforms to find the information and services they want—and this change is only going to get more important for brands and local businesses to address.

Pearle Vision Keeps a Neighborhood Focus in the Battle for Patients and Customers

Joao-Pierre Ruth

Pearle Vision Keeps a Neighborhood Focus in the Battle for Patients and Customers

Even with its established history and market presence, Doug Zarkin, VP & head of marketing for Pearle Vision, says the brand continues to innovate on ways to attract that local customers. He spoke with Street Fight recently about the ways the brand gets in its customers’ line of sight.

How Red Wing Shoes Finds Its Stride in Brand Marketing

Joao-Pierre Ruth

How Red Wing Shoes Finds Its Stride in Brand Marketing

Even with a history that spans more than 110 years, the company cannot take for granted that its product will remain front and center with buyers. Dave Schneider, Red Wing’s CMO, spoke with Street Fight recently about keeping the brand connected to its audience and the Wall of Honor, which lets customers share stories about their trusty, well-worn boots.

Why Insurance Giant State Farm Approaches Digital Marketing Like a Small Company

Joao-Pierre Ruth

Why Insurance Giant State Farm Approaches Digital Marketing Like a Small Company

At a time when customers are accustomed to looking up insurance quotes on the Web or through an app, Edward Gold, advertising director at State Farm, says his company thrives off of its local interactions. He spoke with Street Fight about the approach the insurer takes with marketing at the local level.