Street Fight Daily: Foursquare Launches Attribution Tool, Searching on the Physical Web

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

Foursquare Will Tell Businesses When Their Ads Bring You Into an Actual Store (TechCrunch)
Foursquare has announced a new product to help brick-and-mortar advertisers measure the effectiveness of their campaigns. With Attribution Powered by Foursquare, the company is making its data available to advertisers even if they don’t run campaigns in the Foursquare or Swarm apps.

With the Physical Web, You Become the Search Engine (Marketing Land)
What if everything could send out its own web link? That’s essentially the idea behind the Physical Web, an open-source approach to beacons that Google announced. And it’s an approach that could — if it becomes popular — significantly change the way marketers do their jobs.

/Local: ‘Slashing’ the Local Web Into Tiny Nearby Slices (Street Fight)
“It’s 2016, and everyone is connected to the information superhighway, and yet our towns, cities, and locations are largely still dark and unsearchable,” says Local Web co-founder Jess Bachman. “The Local Web is the off-ramp for the Web. The problems it will solve are as varied as the people using it.”

Why Measuring the Impact of Digital Ads on Retail Foot Traffic Is One of Tech’s Hottest Areas (Adweek)
While Foursquare just unveiled an offline sales attribution program that grabbed the marketing world’s attention, it’s not the only player trying to make noise right now in the white-hot digital ad measurement space. On Tuesday, tech companies Goodway Group and AdTheorent are announcing their own products that attempt to bridge the gap between digital promos and brick-and-mortar retail.

NearSt Founder: Shopping Locally Can Be Easier Than Ordering From Amazon (Street Fight)
London-based startup NearSt wants to give brick-and-mortar stores the power to satisfy consumer needs as quickly as possible by offering them a platform to make their inventories searchable online — so users can look for and order specific items, and get them right away.

Why Starbucks Is Overhauling Its Loyalty Rewards Program (Fortune)
Starbucks has one of the most successful loyalty programs in the world of retail and restaurants, with over 11 million active members. But the coffee chain is overhauling its program in part to fix a problem that has bedeviled it for years: slow service at the cash register.

Yelp Co-Founder Admits There Is Room for Improvement (Huffington Post)
“There are about 20 million local businesses in the U.S. and about 50 million in the countries where Yelp exists. Only 100,000 businesses currently advertise on Yelp as of last quarter,” said Jeremy Stoppelman in a recent Q&A. “Local search advertising is an enormous market and we are still just barely scratching the surface.”

Rocket Fuel and The Data Trust Partner to Improve GOP Ad Targeting (Street Fight)
Political marketers will be able to leverage Rocket Fuel’s Moment Scoring technology, which the company describes as “a real-time calculation of each ad opportunity based on the likelihood that a consumer will engage in a desired action across channels, devices, and objectives.”

Newsonomics: The Financialization of News Is Dimming the Lights of the Local Press (Nieman Lab)
Ken Doctor: National/global news companies have still maintained sufficient capacity to make their news brands valuable in the digital age with a good mix of veteran journalists who know their beats deeply and younger, more digitally inclined journalists. At the local press, it’s a different picture. As newsrooms have halved, older, experienced journalists have been disproportionately made to feel redundant, and then sent off. The main reason: money.

Is a Mobile-First Approach Really Best? (AdAge)
Putting mobile at the forefront of your strategy bears careful consideration over whether it’s actually right for your brand. Here are just some of the things to keep in mind when going mobile-first: The screens are limiting and small; your marketing must be less interruptive and get consumers to opt in; if you’re going with apps, they need to have utility; mobile must be regarded as part of a larger marketing whole. What’s a marketer to do?

Trinity Mirror Is Launching a Newspaper Without a Website (Digiday)
Trinity Mirror is going against the grain and launching a new print newspaper — one that doesn’t have a website to go with it. “New Day” will be a 40-page daily targeted predominantly at women between 35 and 55 years old. The paper will use Facebook and Twitter to cultivate communities, in which readers will be encouraged to post feedback and views on the themes and stories printed.

Wayfair Is Bruising Amazon (BostInno)
Wayfair was the fastest-growing ecommerce player this past holiday. The home goods e-tailer saw sales grow 150 percent in Q4, topping the field. And while Amazon has become an unbeatable No. 1 in ecommerce overall, the company is taking a hit, courtesy of Wayfair, in home-related categories.

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