Street Fight Daily: YP Transitions to Mobile and Display Ads, Alibaba’s Advantage

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

Is YPs Search Data Strong Enough to Win More Local Digital Ad Dollars? (Adweek)
Just as the future of local digital advertising looks like an uphill struggle again, YP is transitioning from its roots in print phone books to mobile and display advertising with what it claims is a lot of data to please both small businesses and big brands.

Why Amazon Should Fear Alibaba (Forbes)
Alibaba is friendlier to small businesses than Amazon. Its success depends critically on its sellers’ successes, so it has made an extra effort to help them through platforms like its marketing consultancy arm, Alimama, which helps sellers reach their customers by providing services including customer segmentation and product positioning.

ShopKeep Working to Reduce SMBs’ Vulnerability to Credit Card Hacks (Street Fight)
What can be done to protect both small businesses and their customers’ credit card information from hackers? We caught up with Norm Merritt, president and CEO of ShopKeep, to talk about how software and cloud-based solutions protect local businesses.

Uber Is Now Testing “Suggested Pickup Points” (TechCrunch)
When dragging the pickup pin, the new feature explains that passengers can “save time at these locations”, and shows places nearby where it would be quicker for the driver to pick them up. Users can drop their pin on these green dots, see the address, and then walk there to shorten their wait time.

Google Maps iOS Update Now Lets You Share Locations on Facebook and Messenger (The Next Web)
The app update also includes improved transit directions, offering more route choices, and real-time arrival information in certain areas to help commuters get to where they need to be on time.

6 Vendors Bringing Hyperlocal Tech to Medical Offices (Street Fight)
A changing healthcare landscape is leading many physicians to rethink the way they market their practices, and this is creating new opportunities for hyperlocal vendors. Here are six examples of platforms that use hyperlocal technology to help local medical professionals acquire new patients.

What Uber Can Learn From Airbnb’s Global Expansion (New York Times)
Uber’s aggressive attitude has put it at odds with regulators in many of the cities that are crucial to the company’s global ambitions; Airbnb has not gone unscathed by regulators, but by and large its approach has been to work with, not against, them.

It’s 2015 — You’d Think We’d Have Figured Out How To Measure Web Traffic By Now (FiveThirtyEight)
In an age when we assume our phones and laptops are tracking our every move, taking an actual head count of how many people go to a website is still almost impossible. There’s a blind spot at the center of the panopticon.

Is Deep Linking The New Digital Marketing Battleground? (Marketing Land)
Alex Lirtsman: Brands will begin focusing on optimizing their apps for more than usability, and instead look for richness and depth of content, or whatever algorithm will be used to power the search results.

Sponsored Post: Building an Integrated Local Digital Strategy (Street Fight)
Merchants like Brendan Madigan, owner of Alpenglow Sports in Tahoe City, Calif., say local listing management is an important component in their larger digital marketing strategies: “So many people want to contact your business … and if you’re late to the party, you’re just shooting yourself in the foot.”

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