Local’s Next Battleground: In-Car Media

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A few recent moves have begun to triangulate how Uber might build out auxiliary revenue channels. It will be all about enhancing your ride, then, down the road, an ad model. And it won’t involve in-car signage or digital displays.

3 Mobile Changes That Will Affect Marketers in 2017

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In 2017, the total number of worldwide mobile users is expected to surpass 6 billion across 11 billion mobile devices. So, what does the future of mobile look like for marketers? More specifically, what data-related trends will dominate in the coming year?

5 Tools For Evaluating Which Hyperlocal Ads Work Best

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There are a number of tools already available for marketers looking to decide which hyperlocal ads are working best, many of which go beyond basic click-through rates and engagement rates to generate a complete picture of advertising successes and misses.

Smaato CEO: ‘Location Tells Much More About a User Than Anything Else’

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The company recently rolled out a demand-side platform that helps companies such as Yahoo, AOL, and Google choose which traffic they want to buy from ads. We caught up with Ragnar Kruse to talk about how location and emerging technologies are shaping the future of advertising.

Making Sense of the Mobile Marketing Spending Disparity

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Consumers’ relationships with media and mobile devices have changed. Advertising needs to change as well. The responsibility is with advertisers and their agencies and service providers to demand the granularity and specificity that you can only achieve with the targeted data you get from mobile advertising.

The New Proximity: A Second Phase in Mobile Brings Here and Now to Life

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The first phase of mobile software relied on us to express a desire and thereby to enable a service. Our actions initiated services that capitalized on the phone’s ability to maximize proximity. Now we’re entering a second phase where, for many of us, connectivity and location awareness will be active for longer stretches of our days.

Gimbal Launches Proximity Data Platform for Mobile App Publishers

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While more consumers own smartphones than ever before, they also face an unprecedented number of options when it comes to mobile apps. For app publishers, it can be hard to stand out in the crowd — even if your service is perfect for a a specific kind of user. As a way to help publishers […]

As Google Doubles Down on Mobile, How Can SMBs Keep Pace?

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Google has been refocusing its efforts to create a “better web” by not only increasing the importance of mobile-friendly websites and better mobile browsing experiences but by fundamentally redefining what the mobile web experience is altogether.

Why Location Was a Dominant Theme at This Year’s Google I/O

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With clearer direction and some major updates to how mobile sensors can interact with the physical world, Google has not only taken the position that location-awareness will be a driver of mobile advancement in the years go come, they have leapfrogged Apple’s efforts in doings so.

5 Hyperlocal Q&A Services That Connect Merchants to Customers

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Most merchants think they’re reaching a targeted demographic when they advertise on neighborhood blogs or run geofencing campaigns, but a new type of hyperlocal marketing platform is taking consumer targeting one step further and giving merchants an organic way to connect with consumers who are primed and ready to convert.

The Rise of Text Messages as a Political Ad Medium

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The 2016 election will be remembered for many things, but for marketers it will be the emergence of text messages as a medium. Text messaging has become an essential tool in running a political campaign and every candidate now uses SMS/MMS to get the word out.

Street Culture: Multi-Location Brands Connect Employees With Beekeeper

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Beekeeper is like Slack but for companies with employees who are on the move, waiting tables and parking cars. The mobile-based communications platform is growing quickly and meeting a current need in the marketplace.

Drawbridge CEO: ‘Programmatic Has Led the Charge for Cross-Device’

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Kamakshi Sivaramakrishnan founded programmatic ad platform Drawbridge in 2010 after a stint at Google. She spoke recently with Street Fight about Drawbridge’s solutions, the ever-changing nature of mobile targeting, and the constant misinterpretation of the word “programmatic.”

The Changing Role of Local Search Ranking

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As mobile searches outpace desktop-based searches, proximity throws a wrench in the works of traditional rankings.

5 Proximity-Based Deal-Finding Apps for Retail Brands

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With distractions around every corner, savvy retailers and brands are using location-based apps to put limited-time offers in the hands of consumers who just happen to be nearby. Here are five examples of proximity-based deal-finding apps available to consumers right now.

4 Ways That Retailers Can Gain Traction on Mobile

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As retailers continue to reimagine marketing to consumers using mobile, the tools to do so will evolve as well. Similar to marketing automation for B2B, retailer-focused solutions providers are enriching their platforms so that retailers can deliver marketing messages and offers to highly segmented consumers.

5 Tools App Marketers Can Use to Drive Mobile ROI

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Whether they’re looking to monetize local news, social channels, or virtual marketplaces, app marketers are finding that the key to generating revenue from mobile freemium apps has to do with personalized messaging and automation with real-time data.

In 2016, the Local Economy Is No Longer Local

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Yes, we still shop at local stores, but the Walmart in the nearby shopping plaza isn’t the only competitor the local store needs to keep an eye on. Increasingly, it’s a host of online vendors and the growing crop of on-demand startups that have become an indelible feature of the local business landscape — both enablers and usurpers of their merchant partners.

Is the Humble Phone Call Actually the Killer App for Local Businesses?

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It turns out reports of voice calling’s death are greatly exaggerated. Despite an explosion in data usage and mobile messaging, voice calling — facilitated by search and virtual assistants — remains a popular activity among mobile users. A lot of those calls are going to local businesses, where they are more likely to convert to revenue than web forms or emails.

5 Reasons Why Local Marketing Will Mature in 2016

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The past few years have seen the introduction of a whole universe of new tools designed to address individual aspects of digital marketing. In 2016, we will see a shift away from many of these discreet, single-purpose tools toward more comprehensive marketing solutions, DataSphere’s Gary Cowan predicts. Here’s a look at five ways SMB local marketing will mature in the coming year.