A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
Some Retailers Ignore Snapchat, While Others Capitalize with Lens and Geofilter Ads (AdWeek)
Placed arrived at some unflattering findings for brick-and-mortar chains after looking at which ones were often patronized by users of Snapchat, a veritable gold mine leading into the back-to-school season. Sixty percent of the 65 most-visited merchants hadn’t even bothered to launch an account on the mobile app that counts 150 million global users.
Walmart is Buying Jet.com for $3 Billion (Recode)
Walmart, the world’s largest retailer, is set to acquire two-year-old online retailer Jet.com in what appears to be the largest-ever acquisition of an e-commerce company. The deal is expected to value Jet at right around $3 billion, according to these people. Jet CEO Marc Lore will continue to run Jet as well as Walmart’s U.S. e-commerce operations after the acquisition closes.
As Local’s Complexity Grows, What Does It Take to Build a Sustainable Agency Business? (Street Fight)
David Mihm and Mike Blumenthal: “There are two paths for consultants or small agencies today,” writes David Mihm. “Either be a generalist who’s aware of all the major channels, and the kinds of businesses that are good fits for those channels, or develop an incredibly deep focus in a particular channel, and make a name for yourself as the go-to resource within that channel.”
With Hype Faded, Foursquare Tries Reinvention as a Data Business (Digiday)
Yuyu Chen: While written off by many as a fad of a bygone era, Foursquare has been quietly building an enterprise business out of its consumer data collected from users. Its trove of data holds promise, according to several agency executives, although there are still doubts Foursquare faces as the “check-in” app.
6 Ways Mobile Shopping Apps Are Driving Customers In-Store (Street Fight)
More retailers are attempting to utilize the data breadcrumbs that shoppers leave behind when they use mobile devices in and around physical stores. Mobile shopping companion apps that add contextual intelligence layers — and target consumers in the moments when they’re most persuadable — are catching on among national retailers.
Twitter is Helping Brands Drive Conversations with ‘Instant Unlock Cards’ (AdWeek)
Twitter is hoping the allure of exclusive content might help brands better engage with consumers and drive conversation. The company is unveiling an “Instant Unlock Card” that encourages people to tweet about a brand in order to earn rewards such as a movie trailer or an exclusive Q&A.
What the Rise of Wearables Means for Marketers (MediaPost)
Marley Kaplan: The wearables sector is continuing to expand the IoT connected ecosystem that we will all be a part of in the not-so-distant future. Wearable data will be able to provide a host of new information to cross layer with existing data points.
Deliveroo Raises $275 Million (New York Times)
How much money does it take to compete with Uber? Deliveroo, a food delivery start-up based in London, is about to find out after it raised $275 million on Friday to take the company’s fund-raising to almost half a billion dollars since it was founded in 2012.
U.K. Newspapers Team Up to Take on Google and Facebook in Online Ad Market (Business Insider)
U.K. national newspapers The Sun, The Guardian, The Daily Mail, and The Times are teaming up in a bid to ward off the threat of Google and Facebook to advertising revenue. According to City A.M., the newspaper groups are working on a “feasibility study” into how they can work together to boost their ad income.