Street Fight Daily: Making Advertising ‘Glocal,’ LivingSocial Partners With Custora

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

wp-pin-map1Great Advertising Is Both Local and Global (Harvard Business Review)
Global brand advertising can rarely reflect the idiosyncratic characteristics of every market, but the alternative — locally designed advertising — often sacrifices a consistent global message and misses out on economies of scale. One solution to this tension is to pursue what we call glocal advertising strategy — locally adapting a universally embraced core idea that will resonate in any market anywhere in the world.

In Lead-Up to Expansion, SinglePlatform Adds Yelp to Its Growing Publisher Network (Street Fight)
SinglePlatform has added Yelp (and its 100 million unique users) to the network of local publishers across which the company distributes business and product information — namely, menus — from its base of local merchants. The partnership is a coup for Constant Contact, which snapped up SinglePlatform for $100 million last summer, as it looks to begin the process of introducing the product to its existing customer base over the next few months.

LivingSocial Takes Andrew Mason’s Advice with New Targeting Tech From Custora. But is It Too Late? (PandoDaily)
LivingSocial has teamed up with Custora, a Y Combinator-backed customer retention startup in New York, to help it better understand which users are worth paying for and how to keep them shopping. Given that 20 percent of a company’s customers often bring in 80 percent of the revenue, Custora’s goal is to help businesses more quickly identify those 20 percenters and serve them what they want.

Study: National Brands Miss 86% of Local Feedback (Street Fight)
National brands miss 86% of the local consumer feedback published through social networks, according to a new study by VenueLabs, which provides local analytics for large companies. The numbers reflect the marked growth in consumer interaction with national brands at a local level, and the increasing opportunity for hyperlocal companies to build services to help enterprise access the opportunity.

Facebook App Used More than Mapquest, Bing for Local Search (Screenwerk)
Greg Sterling: The number of people searching on social networks for local business information declined in 2012 vs. 2011 says comScore. However it’s still fairly significant. According to a Neustar/Localeze and 15 Miles local search study, 13% of users actively looked for local business information on social networks (mostly Facebook), while another 26% had “passive” exposure to local businesses on social networks (via Likes and other push info).

DOOH Is Poised to Grow, But Accountability and Collaboration Are Key (Street Fight)
Patrick Bonomo: Why are so few dollars in media plans allocated to on-the-go media? Primarily because this sector has not provided the basic, traditional tools to the planning community that is expected with all other media types to evaluate, plan, place and track in a standardized way.

At the Intersection of Hyperlocal Digital and Regional Magazine Publishers (Folio:)
The idea of starting a potential turf war with hyper-local sites over coveted digital ad dollars isn’t a reality—not yet at least—but city and regional publishers are still preparing themselves for the digital marketplace, and Patch is making an equally aggressive push. Welcome to the new city and regional magazine market.

Why Small Data May Be Bigger Than Big Data (Inc.)
Victor Ho: If we leveraged data in local the same way large e-commerce companies do, we could have a greater impact on commerce than Big Data, since more than 90 percent of retail transactions still occur offline in local businesses. But most of us don’t. The reality is that most local businesses haven’t figured out how to capture or use this data to grow profits. So how do we solve the “data divide” for local businesses?

Square Wallet for iOS gets ability to Send Gift Cards Right From Your Store Receipts (TheNextWeb)
Mobile card payment service Square has released an update to its Wallet app for iOS. Users can now send gift cards to their friends right from their store receipts. While it may not appear to be a major release, this move is one that could greatly benefit both the merchant and the customer.

Mobile Growth Highlights Importance Of Comprehensive Local Strategy (SearchEngineLand)
Over 60% of smartphone consumers are now accessing local content on their devices, according to new study from the Local Search Association; and, while consumers prefer apps to search for local content, use of browsers is also strong. The results demonstrates a significant shift in how consumers are accessing the Internet and emphasizes the importance of local businesses embracing mobile platforms as yet another venue to reach consumers.

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