Street Fight Daily: Field Trip Adds Deals, Local Online Ad Rev to Jump in 2013

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A roundup of today’s big stories in hyperlocal content, commerce, and technology.

Local Online Ad Rev to Grow 31% in 2013 (NetNewsCheck)
Online advertising is expected to make up 25% of the total local ad pie in 2013, growing 31% over 2012’s total to $24.5 billion, according to a new report from Borrell Associates. Local ad spending as a whole is predicted to rise 8.2% to $96.2 billion.

For 2013, SeeClickFix Moves Beyond Its Pothole-Filling Mission (Street Fight)
Municipalities spend about $10 handling a 311 call about a pothole. SeeClickFix can cut that cost to close to zero by delivering to City Hall, via jaw-rattled citizens, GPS-pinpointed information about new potholes plus digital photos of the road damage. What’s in store for SeeClickFix in 2013? We went to cofounder Ben Berkowitz to find out.

Google’s Location-aware Field Trip Tour Guide App Now Serves Up Local Deals, Courtesy of Scoutmob (The Next Web)
Scoutmob, an app development startup that delivers digital, location-based coupons and curated content to a user’s phone, is bringing its service to Google’s Local Discovery App Field Trip. The app runs in the background and, when you approach something it deems interesting, a card pops up on your handset with details about the location.

Case Study: San Diego Smoothie Chain Favors Loyalty Over Acquisition (Street Fight)
Frustrated by people trying to defraud his paper punch-card program, Shake Smart’s president, Kevin Gelfand, began looking for other ways to promote customer loyalty at his two San Diego locations. Gelfand ultimately chose to work with Perka and now awards his customers points based on the amount they spend during each transaction.

How Location-Based Social Networks Are Changing the Game for Businesses (Entrepreneur)
Combining mobile and location-based services, social tools such as Foursquare and Yelp have been changing the way customers interact with the physical location of a business. But a new crop of location-based social startups has emerged, going beyond the initial wave of innovations to build upon the experience of a customer who is about to visit or is currently visiting a business.

Coors Light Propels Foot Traffic via Location-based Mobile Ads (Mobile Marketer)
MillerCoors-owned Coors Light is honing in on location with a mobile advertising campaign that drives consumers to local bars and restaurants to watch their favorite sports games. The ads are running inside iPhone applications and mobile Web sites including The New York Post and CBS News.

How to Go Hyperlocal on a National Scale (iMedia Connection)
Mark Ailsworth: For every challenge there is an opportunity, and in 2013, it’s going to be one that, at first blush, sounds like an oxymoron. But upon further review, it makes all the sense in the world: working hyperlocal tactics into your national marketing strategy.

2012: What We Know Now on Local Advertising, Meeting the Needs of Communities and Customer Connection (Journalism Accelerator)
As part of the larger story, the top lessons from a range of perspectives learned over 2012 is a four-part series the JA is running over the month of January. Together our initial think group shared a collective sense in early 2012 that publishers could benefit from a roadmap of the many small steps needed to increase and stabilize revenue across the industry.

Can Barry Judge Give Daily Deals a Makeover? (Crain’s Chicago Business)
Groupon rival LivingSocial made a big move this week, hiring former Best Buy exec Barry Judge. But is Barry jumping from one fire to another?

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