Street Fight Daily: Mobile Wallets Can Guide Search’s ‘Next Moment,’ BuzzFeed Wants to Go Local

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

Mobile Wallets, GPS, and Beacons: How To Dominate the ‘Next Moment’ of Local Search (Search Engine Land)
Adam Dorfman: Enterprises need to go beyond being present for local search at a time when consumers are collapsing the sales journey with mobile. Enterprises need to own the “next moment,” or the action that occurs when someone finds your brand on search. Mobile wallets are the right technology at the right time to dominate local marketing.

BuzzFeed Is Planning to Enter the Local News Game in the U.K. (Nieman Lab)
BuzzFeed is hiring regional beat reporters in the U.K., a move that puts the company not only in competition with national papers and websites, but also local publishers. Local news is a contested territory right now: Earlier this month, the BBC announced an ambitious reorganization plan that would shift the broadcaster in the direction of local news.

Same-Day Delivery: The Linchpin in the Battle for the Last Mile of Commerce (Street Fight)
Noah Elkin: Consumers are more impatient and time-starved than ever. At least, that’s the impression one could derive from the seemingly unending string of same-day delivery announcements from major retailers, restaurants, convenience-store chains, startup enablers, and technology companies. The driving force behind their renewed focus on ever-shorter delivery windows: conquering the elusive last mile of commerce.

Grubhub, DoorDash, and Caviar Hit with Worker-Misclassification Complaints (San Francisco Business Times)
Three food delivery companies have joined the group of on-demand startups dealing with misclassification lawsuits. Both Uber and Lyft have similar suits in progress, along with Postmates, Washio, a laundry service, and Handy, a home cleaning service.

How Hearst Newspapers Became the Leader in Its Peer Group (Street Fight)
Tom Grubisich: Under president Mark E. Aldam, Hearst is going full bore on digital, creating in-house marketing services and betting big on programmatic advertising. In our interview, Aldam explains how Hearst has become a top performer in the still financially challenged newspaper industry.

iPhone Ad Blocking Apps Will ‘Only’ Cost $1 Billion in Lost Advertising Revenues (Business Insider)
Estimates that iOS 9 ad blocking could cost publishers and advertising companies $1 billion sounds like a lot. But it represents just 0.5 percent of total global digital advertising spend and 1.3 percent of mobile advertising spend.

Apps over Sites: Why Business Must (Mostly) Evolve away from the Web (Recode)
Anders Lassen: Legacy businesses that do not successfully transition to an app-centric strategy over the next few years will likely lose to a competitor that beats them to it.

How American Eagle Outfitters Is Using Geo-Location to Win the Battle for the Customer (Venture Beat)
Joe Megibow, chief digital officer of retailer American Eagle Outfitters, is responsible for digitally-enabled customer experiences across all channels and touchpoints. Megibow recently spoke about the role geo-location, omnichannel, and predictive analytics play in the company’s digital strategy.

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