Street Fight Daily: Pokémon Go and Local Commerce, Millennials and Retail

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

Pokémon Go Gets Consumers Back to the Mall, But Will They Shop? (Digiday)
Pokémon Go mania has taken over, leaving no public (or, for that matter, private) space untouched — including malls and retail stores. For department stores like Nordstrom and Macy’s, which have continued to report decreasing earnings and increasing inventories in recent quarters, simply getting consumers through the door is a great start. AdAge: A Marketer’s Guide to Pokémon Go. New York Times: Pokémon Go Brings Augmented Reality to a Mass Audience.

Foursquare President: ‘Huge’ Industry Developing Around Location Intelligence (Street Fight
As the company maps consumers’ digital actions to where they are and what they do in the real-world, it is looking to become the “Nielsen of the real-world.” Street Fight recently spoke with Foursquare president Steven Rosenblatt about the explosion of location data, and why there is a big opportunity in connecting the dots between ads and store visits.

How Millenials Are Shaking Up Retail Commerce (MediaPost)
In order to remain competitive in the retail landscape, retailers will need to cater to the spending habits and tendencies of millennials. Accenture estimates that millennials in the U.S. spend approximately $600 billion a year, a number that will rise to $1.4 trillion, or 30% of total retail sales volume, by 2020. Born in the unique world of technology disruptions, this mobile-first generation has distinct media and shopping habits and it is poised to create a tidal shift in the retail industry.

7 Platforms National Brands Can Use to Run Local Campaigns (Street Fight)
The biggest challenge for national marketers targeting local markets has traditionally been scale, but new hyperlocal solutions are making it easier for major brands to reach hundreds, or even thousands, of markets with individualized campaigns that can be generated with the click of a button.

Lyft and GM Expand Express Drive Driver Rental Program (TechCrunch)
No wheels used to mean no way to be a driver for a car-sharing service, but GM and Lyft’s Express Drive is one way around that limitation. The program sees GM offer all-in vehicle rentals to Lyft on a sliding fee scale depending on usage. Now, it’s expanding to California and Colorado, beginning in SF, LA and Denver.

Infographic: Consumers Don’t Mind Hearing from Brands on Messaging Apps (AdWeek)
With apps like Facebook Messenger, WhatsApp and Snapchat vying with conventional SMS to be the preferred texting method, the line between social media and texting is more blurred than ever. And brands have a real chance to capitalize on this, according to a newly released study by Dallas-based marketing group Epsilon.

New Directions for the New Hyperlocal: Mobile, Big Data Open Up The Doors (Local Onliner)
Peter Krasilovsky: Hyperlocal has been widely seen as a failure in the wake of AOL’s huge loss from its investment in Patch. But new life has been breathed into hyperlocal via mobile-based geotargeting and the contemporary grab bag of Big Data resources.

Why Do Consumers Purchase Food Digitally? (eMarketer)
The Harris Poll surveyed U.S. digital buyers who had purchased a food product digitally in the past six months. The biggest reason respondents said they purchase food digitally is because they want to buy products they can’t find at their routine grocery trip. Respondents also said they purchased food products digitally because they were running low on a critical item and couldn’t make it to the store.

Gobble, Gobble: Gannett’s Grand Ambitions (Media Life)
At a time when the newspaper industry is in panicked retreat, Gannett is cash-rich and on a buying streak. Here’s the challenge before Gannett: Facing yet further slides in advertising, can the company manage the downsizing and cost-cutting in a way that doesn’t poke a hole in the balloon?

80,000 Old Photos Used to Create a Google Street Map of NYC in the 1800s (Tech Insider)
Developer Dan Vanderkam collaborated with the New York Public Library to plot all the old photos from the Photographic Views of New York City, 1870s-1970s collection on an interactive map. The project, called OldNYC, lets you browse 19th-century New York as easily as you would click around on Google Maps.

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