Street Fight Daily: Apple Watch’s Hyperlocal Ads, GM Eyes Local Search

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…

Screen Shot 2015-01-06 at 7.37.30 AMAdvertisers To Get A Glimpse Of Apple Watch Promise, Challenge (Reuters)
The mobile ad exchange TapSense on Monday announced the very first ad platform for the Apple Watch, which will include a software development kit to help app developers, marketers, brands and agencies deliver their ads and content on Apple’s first wearable device for the wrist.

How Ordering Liquor Online Could Open Up the Local Marketing Industry (Street Fight)
Steven Jacobs: The adoption of Internet-connected commerce systems, from consumer-facing networks such as Drizly to modern point-of-sale networks such as Square, is a key element in the shift of local marketing dollars to digital.

GM Turning Its Cars Into Rolling (Local) Search Engines (Search Engine Land)
OnStar seeks to hook and retain people with its mobile hotspot – subscriptions start at $20 per month — and then become a channel to reach in-car shoppers and travelers. Accordingly OnStar now becomes a push and pull platform (especially local search) for consumers.

Significantly Insignificant: The ‘Absurd Precision’ of Location Marketing (Street Fight)
Lucas Dickey: The industry has evolved from targeting zip codes, to neighborhoods, to 100-meter tiles, and now we see claims of targeting within four feet of a mobile user. Ever-increasing degrees of precision are appealing to marketers — but mobile campaign managers should further explore the realities (and complexities) of location data.

Secret Wants To Be The Stream Of Consciousness For Live Events, Starting With CES (TechCrunch)
While posts will be anonymous, the point is to create a hyperlocal backchannel for temporary communities. The new CES feed is different, as it’s visible right in the Secret app and can only be viewed, not posted to, by people outside the geofence in the center of the Las Vegas strip.

How Should SMBs Buy Local Search Advertising: Automated Services Vs. Sales Reps? (Search Engine Land)
Wesley Young: It is also increasingly difficult to separate search marketing from other marketing, as everything from website development to third-party content to social media chatter affect search results. The future of marketing is in automation — software that automates the tasks of placing ads and distributing marketing pieces.

Apps Everywhere, but No Unifying Link (New York Times)
As people spend more time on their mobile devices and in their apps, their Internet has taken a step backward, becoming more isolated. Now, across Silicon Valley, companies from tiny start-ups to titans like Google and Facebook are trying to bring the same simplicity to smartphones by teaching apps to talk to one another.

Merchant Warehouse Rebrands As Cayan in a Move to Represent a Shift in the Company’s Development (BetaBoston)
Merchant Warehouse, a Boston-based company specializing in payment technology and services, is rebranding today as Cayan. It’s a move that’s tied to the expansion of its cloud payment technologies which work with point-of-sale (POS) systems and devices.

There’s Big Money In The Home Delivery Business (USA Today)
Something funny happened in the middle of 2013. Businesses promising instant gratification from same-day delivery caught fire. Between Q2’13 and Q1’14, companies like Instacart, DoorDash, Munchery, Sprig, Postmates and SpoonRocket raised more than $500 million, funded by heavy-hitters like Sequoia, Greylock, Accel and Khosla Ventures.

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