A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
Is Online Grocery Actually the Future? (Business Insider)
As grocery chains invest big in online, some analysts say they’re wasting their money. “We remain unconvinced of the long-term viability of home deliveries for grocery,” HSBC retail analyst David McCarthy writes in a recent note that called the category the “emperor’s new clothes.”
Street Fight Executive Survey: National-to-Local Marketers’ Top Pain Points Center on Integration (Street Fight)
David Card: In a recent survey of brand marketing executives conducted by Street Fight, nearly half of those who responded said they spend 1/3 or more of their digital marketing dollars to support their branch offices, franchises, and distributors — and 40 percent of them expect that budget mix to increase.
The Winner of This Year’s SXSW Interactive Is… (Forbes)
Ewan Spence: Foursquare is my winning app for SXSW. SXSW’s unique circumstances of having an incredibly high concentration of people in my social network, with all of them checking in constantly because they know they’ll find value in the service, allows the product to deliver.
It’s Valuable, But Is It Accurate? LBMA Report Shines Light On Marketers’ Location Data Issues (Street Fight)
According to a new survey, while 77 percent of marketers think that location-based data is valuable, only 66 percent of them feel that it’s accurate. This is a troubling discrepancy indicating that there is a lot of work to be done in standardization and verification.
You Hate Paying Instacart Delivery Fees, So Pepsi Is Footing the Bill (Crain’s Chicago Business)
Instacart is working with consumer goods makers to cover the cost of delivery or provide other discounts when customers buy their products. In addition to coupons, the companies pay Instacart to advertise on its website. Since introducing the program about six months ago, it now accounts for 15 percent of Instacart’s revenue.
5 Tools for Brands Looking to Harness Predictive Social Intelligence (Street Fight)
Predictive social intelligence platforms use big data to organize, pattern, and predict which online conversations will be happening tomorrow. By contextualizing future online chatter, brands can better target specific audiences on social channels like Facebook, Twitter, and Instagram.
How Trinity Mirror Plans to Close the Gap in Mobile (Digiday)
The number of people who view Trinity Mirror Group content exclusively on mobile has exploded in the past few years — the U.K. newspaper group had 18 million mobile-only visitors in December. Now it’s pulling out all the stops to better monetize that audience.
Why the New Crop of Ecommerce Brands Should Really Scare Traditional Retailers (Adweek)
“It sucks to be an incumbent if you’re in retail,” said MIT research fellow Michael Schrage at a SXSW panel. “If you use phrases like ‘ecommerce’ consistently, it’s a sign that someone should short your stock. Retail is being transformed into shopping, and how people want to shop is completely and utterly out of your control.”
For SMBs’ Tight Budgets, Location Data Analyzing Foot Traffic Should Pay For Itself (GeoMarketing)
The perennial marketing problem associated with Big Data is that the resulting information overload prevents any real action from being taken. Seattle-based analytics company AreaMetrics is aiming to solve that problem for SMBs who want to get a clear handle on whether or not their digital ads are driving foot traffic to their places of business.