Street Fight Daily: Airbnb Makes Local Push, Google Dominates Mobile Paid Search

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

Airbnb Wants Travelers to ‘Live Like a Local’ With Its App (New York Times)
Airbnb is pushing into local reviews and recommendations, putting it increasingly into competition with services like Yelp and local tourism websites. The company now offers Guidebooks, a feature that lets those who put their homes on Airbnb share info about their neighborhood’s best restaurants, bars, and attractions, including local spots that might not be found on travel websites or guides, all in the Airbnb app.

Google Drove 95% of U.S. Smartphone Paid Search Clicks in Q1 (Search Engine Land)
Driven almost entirely by Google, mobile paid search continues to grow, with smartphone click share rising from 33 percent in Q4 2015 to 39 percent in Q1 2016. On Google, 57 percent of paid search clicks came from mobile in Q1.

Displacement and Measuring the Unknown in Multi-Device, Multi-Channel Marketing Attribution (Street Fight)
Manpreet Singh: Now more than ever, conversions are the metric used to measure the value of every pit stop along the customer journey as it moved across multiple devices and channels. Displacement-based attribution strategies help marketers stay in step with consumers.

Porch Partners with Wayfair to Take On Amazon (Seattle Times)
Home services startup Porch is teaming up with online retailer Wayfair to offer home installation and assembly services to customers who shop online. Shoppers will be able to buy furniture or home décor from Wayfair and add Porch Home Services to their order. Porch will then contact the shopper directly and schedule a time to meet a local home contractor to get the project completed.

How Merchants Can Use Reviews to Influence Sales (Street Fight)
When local merchants turn online reviews into marketing collateral, posted on their websites, social media, or in print, they’re likely to encourage other positive reviews and influence sales. Here are five examples of ways that merchants can leverage these reviews.

Postmates Launching 15-Minute Food Delivery Service in NYC (TechCrunch)
On-demand delivery startup Postmates is launching Pop, its 15-minutes-or-less food delivery service, in New York City. With Pop, Postmates features a daily curated list of lunch items that you can receive in 15 minutes or less. The launch comes two days after Uber got rid of its similar service, UberEats.

eBay Enterprise Merges with Innotrac to Become Ecommerce Operations Giant (VentureBeat)
The eBay Enterprise brand is dead, as the former eBay-owned unit has officially merged with Innotrac to become Radial. eBay Enterprise specialized in developing and managing ecommerce sites for retailers. Radial is hoping to cement its position as an omnichannel tech and operations provider for ecommerce companies.

Angie’s List Loses Employees to HomeAdvisor In Ruling (Indianapolis Star)
A judge blocked Angie’s List’s effort to prevent three former salespeople from working for the company’s competition. Angie’s List filed a lawsuit earlier this year accusing the employees of disclosing the company’s trade secrets. The company claimed that disclosure of confidential proprietary information would give HomeAdvisor an “unfair competitive advantage” over Angie’s List.

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