Commentary | Street Fight

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Commentary

Putting Small Businesses on the (New) Google Map

No Comments 18 April 2014 by

Google Maps is a key resource that businesses can use to get more local searchers to discover them online. But can it also help them get more leads? The simple answer is yes, but it’s a not as easy as simply claiming a listing. It’s only by taking advantage of all that Google Maps has to offer — and then tracking how traffic from your maps listing converts into leads and customers — that you can see just how powerful accurate, optimized maps listings can be...

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The New News

Niche Site CHARLIE Goes Big With Underwriter Le Creuset

No Comments 18 April 2014 by

After an initial stint doing publicity in the movie industry in Los Angeles, Caroline Nuttall migrated to Charleston, S.C., and fell "head over heels" for its "beauty and progressive culture." She expressed her passion for the city by creating the local digital magazine CHARLIE, whose words, images and design capture the many faceted, old-new richness of her publication's namesake. Here Nuttall tells Street Fight how she navigated CHARLIE to new revenue streams, including an underwriting partnership with national cookware maker Le Creuset.

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Streets Ahead

Recent Studies Show Mobile’s Broadening Reach

No Comments 17 April 2014 by

The reports underline what we might call the inherently local nature of mobile search. Whether you are in a store contemplating a high-ticket purchase or downtown hoping to discover a new restaurant, the phone in your hand is your portal to timely and actionable information as well as marketing incentives that are increasingly likely to gain your attention...

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Commentary

Reconsidering Location for On-the-Go Consumers

No Comments 08 April 2014 by

Out-of-home works because it is exactly what its name implies. That’s a powerful advantage. But with great power comes great responsibility. And in order to capitalize on this advantage, we need to re-think our approach. Once we start regarding out-of-home as a behavior (specifically, of consumers on-the-go) instead of just a set of location-specific screens, our success is almost guaranteed...

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The New News

How a Connecticut Network Helps ‘Indie’ News Sites Bridge Revenue Gap

No Comments 28 March 2014 by

Networks of independent community news sites are growing up and expanding out, and one of the biggest is the three-year-old Independent Media Network, which provides multiple layers of services — in advertising, editorial, business and tech — to more than a hundred community and other news operations in Connecticut...

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Sponsored Content

A New Way to Think About Local: Last Mile Advertising

No Comments 25 March 2014 by

While advertisers today seek to take advantage of an increasingly fragmented media environment, those focused on local advertising have different challenges and opportunities in that they are in closer proximity to the point of purchase. Even with the tremendous growth of online shopping and e-commerce, two-thirds of all local purchases are still taking place in-person at brick-and-mortar locations...

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Commentary

Probabilistic Device Matching Isn’t Perfect — But It Works

No Comments 21 March 2014 by

The use of probabilistic matching or statistical IDs to link multiple devices to an individual is often dismissed based on dubious accuracy. It's true that the practice will never be 100% accurate, but even taking the conservative estimate at the lower end of this range, probabilistic matching enables marketers to scale their mobile advertising campaigns with reasonable expectations of performance...

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The New News

Handshake Black White Woodcut Circle

Discovering Common Ground Among ‘Indie’ and Corporate Hyperlocal Sites

5 Comments 21 March 2014 by

The digital Grand Canyon that has divided independent and corporate hyperlocal news sites is not looking so immense lately. The “indies” and the corporates are still kicking up a lot of dust in their community-by-community competition. But these rivals are changing their operations and strategies in ways that make them look more alike than different...

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Commentary

Is Facebook Paper the Wake-up Call Publishers Need?

1 Comment 19 March 2014 by

Media companies and publishers need to take a page from Facebook and other fast-moving digital properties. These digital entities are giving readers what they want while using what they know about users to “make a killing” with ads. Publishers who were virtually sidelined by these digital powerhouse companies can now get back in the game by adopting a Zuckerberg move: creating the right conditions and culture...

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Commentary

Red telephone receiver

Phone Leads for Local Businesses: The Unsexy Cousin of the Click (Part II)

No Comments 17 March 2014 by

Beyond bringing in big leads — and SMBs paying handsomely for them — call monetization will be compelled by something else: Opportunity cost. We forecast call volume to SMBs to explode (65 billion by 2016) as a result of increasing mobile usage trends. That's going to mean a whole lot of calls to answer...

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