Street Fight Daily: Billboards and Location Marketing, Wikipedia’s Search Plans Causing Controversy

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

See That Billboard? It May See You, Too (New York Times)
Clear Channel Outdoor, which has tens of thousands of billboards across the United States, has partnered with several companies to track people’s travel patterns and behavior on mobile, providing advertisers with detailed information about who passes those billboards and whether they subsequently visit a store.

Making Sense of Google’s Changes that Just Blew Up Online Ads for Local Businesses (Street Fight)
Todd Bairstow: There’s really no way to overstate what a massive change Google’s ad reconfiguring is for everyone in the SEM industry. But it’s going to have a more profound — even devastating — effect on locally-oriented businesses who had relied on Adwords as a key marketing tool.

Head of Wikimedia Resigns Over Search Engine Plans (The Guardian)
The executive director of Wikimedia, the body that manages Wikipedia, has resigned following a row within the community over leaked plans to build a search engine and compete with Google.

As Advertisers Clamor for Location Data, Can Publishers Deliver? (AdExchanger)
Jamie Molnar: Due to growing demand and revenue potential, many publishers offer some type of location targeting, but most don’t have true first-party data at scale. They have to rely on partnerships with ad networks, who in turn get their inventory from disparate apps. Location targeting has become the Wild West, with no set industry standards that publishers must adhere to.

Case Study: New England Dessert Bar Grows Email List With Monthly Contests (Street Fight)
At Treat Cupcake Bar, Sarah Waters’ responsibilities run the gamut from online and offline marketing and social media management to event organization and employee development. Of all her responsibilities, it’s online marketing that creates some of the biggest challenges.

Amazon Challenger Acquires Online Home Retailer Hayneedle (Forbes)
Online retail company has made its first acquisition: Hayneedle, a home goods ecommerce company. “We think that mass merchants in general have a hard time in this high-margin, long-tail category called ‘home,'” said Jet founder and CEO Marc Lore. “It gives Jet an amazing boost in that category.”

Marketing Tech’s Bumpy Road: Consolidation, Growth, and a New Frontier (TechCrunch)
Ajay Agarwal: It’s important to remember that martech is not monolithic. I see very different prospects and paths ahead for the three macro categories in martech: B2B, B2C, and advertising technology. Each has a set of characteristics, verticals, and needs that are distinct from each other — and while there may be some overlap, each will require a different “stack” of software.

How Big Is the Beacon Marketplace for Retail? (GeoMarketing)
David Kaplan: Trying to put an actual figure on the revenue generated from beacons in retail establishments is proving difficult. Prominent companies in the space have been hesitant to provide estimates on potential spending, suggesting that the value behind these proximity marketing tools is still murky.

Why Clayton Christensen Is Wrong About Uber and Disruptive Innovation (TechCrunch)
Alex Moazed: Clayton Christensen, who introduced the theory of “disruptive innovation” in 1995, uses Uber as an example of how the phrase gets misused today. Here’s why it’s time to update the theory to account for platform businesses.

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