5 Strategies For Launching a Location-Targeted Mobile Campaign

Mobile ads show a 42% lift in performance when they’re targeted based on the location of a business, but there’s still debate as to how tightly marketers should target their ads to optimize the performance of their campaigns. Here are five questions to ask yourself when deciding how targeted to make your mobile campaign…

Street Fight Daily: Groupon Buys Fashion Site, Delivery Hero Nabs $88M

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.Groupon Buys Flash Sales Fashion Site Ideeli (USA Today)… Berlin’s Delivery Hero Gobbles Up $88M in Series E Funding (GigaOm)… Lowe’s Backs Recommendation Site for Home Projects (New York Times)…

Phone Leads for Local Businesses: The Unsexy Cousin of the Click

We’re seeing tech and media worlds finally come around to what we’ve been saying for years: phone calls are what businesses want. That’s especially true in high-value categories like professional services, autos, travel and insurance. Clicks and impressions, despite a sexier image, aren’t as valued in lots of cases…

8 Ways Hyperlocals Can Nurture Existing Customer Relationships

The question that many hyperlocal vendors struggle with is how to keep their current customers satisfied without slashing prices or devoting too many resources to a single client. Here are eight strategies from hyperlocal experts, with specific advice on how to grow and nurture existing customer relationships.

Street Fight Daily: LivingSocial CEO to Step Down, Court Rules Against Yelp

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.LivingSocial CEO Tim O’Shaughnessy Stepping Down (Washington Post)… Court Rules That Yelp Must Unmask the Identities of Seven Anonymous Reviewers (Atlantic)… What Does the Closure of O2 Wallet Say About the Future of Mobile Payments? (GigaOm)…

Placed CEO: In the Real World, It’s People — Not Places — That Matter

There’s a broader effort in the technology community to chart consumer behavior in the real-world, using mobile devices to measure movement throughout the the world as marketers use cookies trace users as the browse the web. Street Fight recently caught up with David Shim, the chief executive at Placed, to discuss the ins and out of charting consumer behavior in the real-world…

Mobile Media Summit Brings Together Top Agencies, Marketers for SF Event

The second-annual Mobile Media Summit San Francisco: Apps and Ads on January 21st at the Westin Market Street will bring together the biggest names in advertising and marketing to discuss the secrets to successful app marketing, as well as the most important topics facing the mobile industry. Street Fight readers get a discount…

LBMA Podcast: Vodka-Powered Smoke Signals

On the show: Strongbow embeds RFID chips in bottle caps; Moto X gives print a dose of interactivity; Tata taps your smartphone for usage-based insurance. The app of the week is Openbay; the resource of the week deciphers why customer service is more important than advertising. Special guest is David Rush, founder of Earshot.

Street Fight Daily: How Ford Uses Location Data, Radius Raises $13 M

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.How Chrysler, Ford, GM, Others Use Auto Location Data (AdAge)… Palantir Co-Founder Chases New Data Source: Small Businesses (Wall Street Journal)… In an Economics Experiment, Uber Cuts Prices in 16 Cities (Businessweek)…

With Privacy Debate in Rear View, Euclid Looks to Make Offline Analytics Mainstream

The clamor that erupted last year after the Wall Street Journal and other mainstream outlets reported that some big retailers passively tracked users in their stores has waned in recent months, opening the door for an emergent offline analytics sector to become a mainstay retail industry. Euclid, the company that quickly became the poster-child for in-store tracking during the debate, is making its core tracking technology free this morning in an attempt to lure in the millions of smaller, more apprehensive retailers across the country…

Nomi Adds In-store Messaging to Offline Measurement

The New York-based startup is moving deeper into the proximity marketing business by adding in-store messaging capabilities to its existing measurement and analytics products. The proximity marketing product, Nomi Mobile, uses a Bluetooth LE beacon to enable retailers to send notifications, rewards, and other messaging to customers on their existing mobile applications as they walk through the store…

How Local Publishers Can Score With Sponsorships: One Yard at a Time

I spoke recently to the indefatigable Teresa Wippel, founder and publisher of the indie My Edmonds News north of Seattle, about her search for new revenue stream. In 2011, two years after she began her site, she turned to a sponsorship model for streamed high school football coverage to supplement her modest display revenue. The result has been a significant source of new revenue from seven local sponsors…

5 Tools to Target Customers Based on Past Purchase Behavior

By tracking a consumer’s past purchasing behavior, marketers can design highly targeted ads based on the specific preferences and tastes of individual customers. Here are five tools that marketers can use to gather information about their customers’ past purchasing habits…

Street Fight Daily: Groupon’s Next Big Thing, Yelp Ad Growth Lifts Stock

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.Groupon’s Next Big Thing? Helping Mom-and-Pop Shops Unload Extra Inventory. (Recode)… Yelp Reaches High as JPMorgan Says Ad Growth Will Lift Stock (Bloomberg)… Will (Local) Q&A App Jelly Succeed Where Others Have Failed? (Screenwerk)…

Esri’s Amber Case: Why ‘Less Is More’ With Local Data

As far as technologists are concerned, few in the industry are more familiar with the nuts and bolts of how location data is made than Amber Case. A self-proclaimed “cyborg anthropologist,” she sold her startup Geoloqi, which built positioning algorithms for developers, to Esri last year, and today, she heads up the 45-year-old mapping firm’s R&D center. Street Fight recently caught up with Case to discuss what we might expect from location data in the years to come…

Hyperlocal M&A in 2014 — Here’s What the Big Acquirers Are Looking For

YP’s acquisition of Sense Networks earlier this week comes as M&A activity in the local technology continues to increase, with the market seeing the number of large, double digit deals increase in 2013. Here’s a quick look at several major players who may currently be in the hunt for locally focused acquisitions and what they might be looking for.

Street Fight Daily: Uber’s Surge Pricing Stays, AOL CEO Speaks About Patch

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.Uber CEO: Surge Pricing Is Here to Stay (Wall Street Journal)… AOL CEO Upbeat on Adap.tv Business, Patch Partnership (USA Today)… Yelp seeks Washington clout after rapid rise in Silicon Valley (The Hill)…

Is Newspapers’ Falling Knife Finally Starting to Rise?

Wall Street thinks the long-term decline of newspaper revenues may be near bottom as print losses are close to being outweighed by consumer and digital revenue increases. With Warren Buffet and Jeff Bezos buying into the industry as a long-term play, the broader financial markets are following suit. The newspaper industry is getting some of its most positive signs in years…

5 Revenue Diversification Strategies for Hyperlocal Publications

Revenue diversification is a hot topic within the hyperlocal community, as publishers seek out new ways to generate income without sacrificing the quality of the products they provide. Some publishers are gaining audience share by partnering with other local media, some are focusing on mobile ad strategies, and others are competing for grants as non-profit organizations. What they all have in common is an interest in finding new ways to expand beyond traditional banner ads…

Street Fight Daily: YP Buys Sense Networks, Taskrabbit Delivers Cold Medicine

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.YP, a Mobile Search Firm, Buys Sense Networks (New York Times)… Walgreens Taps TaskRabbit to Deliver Cold Medicine to Shut-Ins (Mashable)… Facebook WiFi Comes to Some Netgear Routers, Allowing Small Businesses to Offer Free WiFi access (The Next Web)…