Street Fight Daily: Mobile Moves In-Store, Hyperlocal Comes to TV

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

6497720753_fbaea0598e_b-150x150Pew: 72 Percent Of Smartphone Owners Used Devices While Shopping In Stores (Marketing Land)
According to a new Pew study, 58 percent of all mobile phone owners use their handsets as part of shopping in stores this past holiday season. Pew found that 72 percent of smartphone owners used the device to call for advice about a purchase, find reviews, or look up product pricing.

Openings & New Hires at eBay, Foursquare, Copilot, Condé Nast, Square, and More (Street Fight)
Two high-profile exits took place this week — those of Jack Abraham at eBay and Keith Rabois at Square. In both cases, the tales are still unfolding. At Group Commerce, 28% of the staff was cut. Meanwhile, other employers are picking up their pace, advertising openings in sales, product management, design, social media, and management. Learn more about who’s changing jobs and where you can apply for a job now.

A TV that Knows Who You Are (Financial Times)
Within months UK satellite broadcaster BSkyB will start TV’s fightback against the internet with its own “tailored” advertising service. The move will also allow advertisers to cherry-pick specific geographical areas right down to individual houses on particular streets.

Selling Local Is Hard — Here’s What You Need to Do to Make It Work (Street Fight)
Matt Sokoloff: For the past couple of months I’ve been testing a new targeted local online advertising product as part of my fellowship project at the Donald W. Reynolds Journalism Institute.The test has been essentially to sell the product to regional businesses within a given market. And at the end of the two-month trial, after calling on more than 150 businesses multiple times, I have a much greater appreciation not only for local salespeople but for the brands in the marketplace that can sell local.

Small Firms Say LinkedIn Works, Twitter Doesn’t (The Wall Street Journal)
Six out of 10 small-business owners say they believe social-media tools are valuable to their company’s growth—but most aren’t impressed by Twitter Inc. Professional-networking service LinkedIn topped the survey, with 41% of respondents singling it out as potentially beneficial to their company.

‘Showrooming’ and the Blurring Line Between Physical and Digital Retail (PandoDaily)
Kirk Cheyfitz: What’s going on is an all-out fight over all retail commerce, not just the relatively small change of e-commerce. The main arenas of this massive conflict are a pair of reciprocating revolutions that are migrating the features of physical stores to the virtual world of e-commerce just as mobile and other technologies are beginning to move Web functionality and instant payments to retail stores in the real world.

Square Gets Chummy With the Carriers, Selling its Card Reader at Verizon Stores (GigaOm)
Square is now in Verizon as well as AT&T stores. Working with the carriers gets Square closer to small business customers right as they’re buying their smartphones, and so far carriers aren’t asking for a cut.

Do’s and Don’ts of Hyperlocal Mobile Advertising (Mobile Marketer)
From understanding the different types of location information that is available to knowing how narrow or broad to define a geofence, hyper local targeting comes with its own set of challenges. However, when done right, hyper local campaigns can drive strong results for marketers.

PODCAST: This Week in Location-Based Marketing — Locationary (Street Fight)
In this week’s episode, hosts Rob Woodbridge and Asif Khan bring you stories on Listia and FrontFlip; a deep dive into what Facebook Graph Search means to location; and Rob’s latest obsession app called Moves. Plus special guest Grant Ritchie, founder and CEO of Locationary, and our resource of the week from Forrester.

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