Street Fight Daily: Location’s Dirty Secret, Yelp Explains Filter

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

wp-pin-map1The Dirty Little Secret About Location-Targeted Mobile Ads (Business Insider)
Tom MacIssac: There is a lot of energy and excitement around location targeting in mobile. But there’s one very significant problem that is holding mobile location targeting back — the market has been flooded with bad location data. And many are turning a blind eye to this fact because to acknowledge it would be contrary to their business interests.

How Big Brands and SMBs Can Use Vine Videos to Reach Local Consumers (Street Fight)
Rob Reed: Vine has not only cracked the code on mobile video. It has created an entirely new medium. The question for brands and local businesses alike is how to leverage it as a marketing channel. Here are a few ideas about how to test the new app and what to look for as it matures.

Yelp CEO Stoppelman Explains the Site’s Controversial ‘Review Filter’ (Screenwerk)
Greg Sterling: Yelp’s “review filter” is a source of mystery and frustration for some business owners who have seen positive reviews disappear but not understood why. Designed to prevent and remove fake reviews, the filter is biased toward Yelp users who are active on the site (have written many reviews) and Yelp Elites in particular.

Case Study: Cumberland Farms Partners With PayPal on Mobile Payment App (Street Fight)
In April 2012, Cumberland Farms teamed up with PayPal to launch a mobile payment application, which allows customers to pay for gas through their smartphones. In the 11 months since the app debuted, repeat usage statistics have been in the 88th percentile, a metric senior brand strategy manager Kate Ngo says shows how convenient a mobile payment platform can be.

How to Make the Most of Mobile Local Search (Mashable)
Brands have a lot to gain by embracing geolocation based mobile strategies — and you don’t have to be a big box retailer to benefit from doing so. Companies are still trying to figure out how to best approach mobile local search by connecting online consumers to nearby businesses and boosting traffic to the physical store.

ForkFly Partners With The Seattle Times, Flips Daily Deals Model on Its Head (PandoDaily)
The Portland-based startup allows merchants to offer digital deals through its newspaper publisher partners. The wrinkle is that while ForkFly builds and maintains the technology platform it relies on its partners’ existing sales forces to sell merchants – with whom they likely have long-standing advertising relationships.

Why Invasive Marketing Will Come Back To Bite You (Fast Company)
Marketing is becoming more and more pervasive on mobile as key context like location is exposed –but ultimately, it will only annoy your customers. Here’s how to do it better.

Inside Google’s Top Secret Glass Foundry Event (Mashable)
Earlier this month Google held two top secret Glass Foundry events in NYC and San Francisco. Developers who attended the closed-door events were required to sign extensive non-disclosure agreements promising to not share what went on inside, which left many wondering what happened – until now.

Reamaze Pulls Email, Twitter, Facebook And YouTube Into One Dashboard For Small-Business Customers (TechCrunch) and the other giants sell to big enterprise customers that need a far different set of tools than their small-business counterparts. The gap is creating an opportunity for companies like Reamaze, which takes an approach that combines CRM with customer support.

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