Street Fight Daily: Yelp Expands Platform, Waze Sells Ads

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

Yelp Hooks Up With Startups to Offer a Larger Selection Of E-Commerce Bookings (TechCrunch)
As part of its ongoing efforts to transform itself from a reviews site into an e-commerce platform, Yelp announced today that it has partnered with startup Vimbly to offer activities bookings on its site and apps. Yelp has been busy building out its e-commerce offerings through a series of partnerships and acquisitions.

Local Startups Need to Focus Less on Consumers, More on Businesses (Street Fight)
Steven Jacobs: Founders often interpret the investment thesis of the local technology industry — the billions in local spending moving from analog systems to digital networks — and see a chance to rethink the way we buy before fully considering the vast changes occurring in the way the supply side of the market operates.

With Turn-by-Turn Directions, Google’s Waze App Wants to Win Mobile Advertising (AdWeek)
Nearly two years after Google acquired Waze for more than $1 billion, new research and prolonged advertising deals from brands show that the mapping app is making a dent in the lucrative market of location-based mobile advertising. New research released this week shows how the app’s promos affect ad recall and navigation rate.

5 Tools for Location-Based Audience Profiling (Street Fight)
Location-based audience profiling is having a real world impact on the way large brands spend their campaign dollars. Given that 93% of consumer spending still happens offline, there’s not always a one-to-one relationship between online ad exposure and e-commerce sales.

How Big Is Google’s Mobile-Friendly Algorithm? Bigger Than Panda Or Penguin (Search Engine Land)
Google’s Zineb Ait Bahajji from the Webmaster Trends team was quoted as saying at SMX Munich this morning that the upcoming mobile-friendly ranking algorithm that will launch on April 21st will have more of an impact on Google’s search results than the Google Panda update and the Google Penguin update did.

#LDS15 VIDEO: “Put the Internet Into Products — Not Products on the Internet” (Street Fight)
Chris Dancy has spent the past few years collecting information about nearly every aspect of his life. In a presentation, Dancy warned that as companies increasingly design products around personal behavior, the relationships between privacy and convenience will blur.

Borrell Associates: SMBs Lag On Beacons, But Signs Of Change (NetNewsCheck)
A memo released on Tuesday says that despite the promise of ushering in a $5 billion proximity marketing business by 2019, SMBs have been slow to adopt beacons. That said, a new beacon technology that bypasses the need for an app in the process may hasten change.

Facebook’s Success Blueprint: Improved Online Learning For Brands And SMBs (MarketingLand)
Facebook has initiated a major online push to help brands, agencies and small businesses improve their ads and ad performance on the site. The company has launched an online learning center called Blueprint for brands and agencies and a parallel site for small business.

Health Care Marketers Missing Local Search Ad Opportunities (MediaPost)
Health care marketers are missing an opportunity to connect through search engines with local residents and visitors looking for services. Industry marketers will spend more than $10.7 billion on local advertising in 2015, representing 7.8% of the $137.9 billion total local advertising market — but only a small portion goes to local search ads.

Yext PowerListing Scoring Gets Worse When Listing Gets Better? (Blumenthals)
Mike Blumenthal: Yext’s PowerListing tool has often been useful to me to find bad NAP. I would caution others though that it is primarily a selling tool not a diagnostic one. And one that seems to be manipulated to increase your sense of discomfort even when there is improving NAP.

Sonata Launches Global Battle For Hyperlocal Mobile Marketing (VentureBeat)
In yet another sign that the mobile marketing scene is becoming a battle of geolocation, Sonata is today boosting the mass geotargeting of its global advertising platform. Launched early in 2014 to provide local mobile marketing that increases foot traffic to actual stores, the platform is now enabled for beacons.

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