Street Fight Daily: Yelp Buys GrubHub Competitor, Facebook Eyes Craigslist

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

yelp-logoYelp Acquires Eat24, Bringing the Battle to GrubHub (Street Fight)
The company announced Tuesday it had acquired Eat24, a food ordering service, for $134 million in both cash and stock. The acquisition positions Yelp on a collision course with GrubHub, the online ordering firm that went public last year after merging with the New York-based Seamless.

Facebook Update Looks a Lot Like Craigslist (Recode)
People are using Facebook to buy and sell products, and now the social network is doing a little bit more than simply providing the message board. Facebook rolled out an update Tuesday that allows members of specific “For Sale” Groups to customize posts with more info like an item’s sale price, its location and whether or not it’s still available.

SMBs Divided On The Effectiveness Of Google My Business (Search Engine Land)
According to a new study, attitudes of SMBs toward Google My Business vary widely across different industries, with some businesses in each industry finding it confusing. What’s clear is that Google still has work to do to educate and convince some businesses of the benefits of +Local/GMB.

5 Tools for Mobile Customer Service (Street Fight)
Catering to customer demand doesn’t have to mean scouring Twitter and Yelp for negative reviews all day long. Using one or more hyperlocal platforms, even the smallest merchants can introduce the types of mobile customer service channels their customers want. Here are five examples.

Facebook’s NYC Beacon Play Could Start Marketing Free-for-All (Mobile Commerce Daily)
Beacons’ growing acceptance could turn up the competition among the industry’s dominant players and redraw the mobile marketing landscape, fueled by Facebook’s recently announced plan to begin testing a beacon-supported service to deliver information about shops to nearby users in New York.

No, Local SMBs Don’t Need Custom Mobile Apps (Local Search Insider)
Viktor Nagornyy: Whatever you’re selling to SMBs, one thing they don’t need are custom mobile apps. Most local businesses have no need for their own mobile apps, and the only reason they do get a custom mobile app is because someone pressured them into purchasing it from them.

How Location Became the Tail Wagging the Future of Mobile Ad Creative (Mobile Marketer)
Looking at the most successful location-informed mobile campaigns over the past 18 months, it is clear there are several creative techniques that drive more traffic to the aisles, showrooms and tables of advertisers. Here is a snapshot of what works best for advertisers on mobile.

Tim Cook: Apple Pay Rollout Outperforming Expectations (PYMNTS)
On the day that Apple became the first U.S. company to end its business day with a market capitalization above $700 billion, CEO Tim Cook told an investment-conference audience that Apple Pay is rolling out “much faster” than he expected.

Retailers: Priority Is Mobile But Spending “Modest,” Apps “On Back Burner” (Search Engine Land)
Greg Sterling: A new survey simultaneously reflects brand’s caution, inertia and ambivalence about mobile. The survey revealed that despite the priority placed on mobile, retailers were deemphasizing apps because of the high cost of development and the challenges of getting consumers to adopt and retain them.

Beacons Tipped To Usher In Shift To More Intelligent Retargeting For Retail Advertisers (Drum)
For every full-store rollout or test pilot, advertisers’ beacons focus almost always revolves around pushing location-based messages to shoppers’ smartphones while they shop. It has left many of those same brands stymied as to how and where the technology fits within their advertising arsenals.

A New Mobile Map Captures ‘Internet of Moving Things’ (New York Times)
Welcome to the world of data in motion, all the time. A data-intensive mapping service from Urban Engines that was announced on Tuesday carries information about several cities in the United States, as well as route maps for getting around and directions in augmented reality, using just the processing power and storage of the phone.

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