Street Fight Daily: Lyft Adds Multi-Stop Feature, Search Attribution Elusive for SMBs

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

Lyft Riders Can Now Add More Than One Stop to Their Routes (Recode)
Lyft, which to its credit launched services like Lyft Line and scheduled rides before Uber launched its own versions of them, is now letting riders add an additional stop to their rides. It’s an update that formalizes what many riders — five percent of all Lyft riders already update their destination— already do but makes it easier for both riders and drivers to navigate how best to do it.

Moz Targets Duplicate Listings with Revamped Dashboard for Businesses (Street Fight)
Multiple business listings can be a serious problem, according to Moz Local’s GM Dudley Carr: “When a business is not where it’s supposed to be or the phone isn’t answered, it has significant brand impact for the business. And typically the customer will blame the brand, and not Google or Bing or Apple for the information.”

For SMBs, Local Search is a Top Priority, But Less Than Half Track ROI (Search Engine Land)
A recent survey found local search is the most popular form of online marketing for US small businesses. Most of these respondents expressed a belief that their digital marketing efforts were effective (62 percent) or very effective (13 percent). Yet paradoxically, a substantial minority (44 percent) said they weren’t doing any ROI tracking.

Most Retailers Offer Mobile Coupons, Payments, But Implementation Not Always Easy (eMarketer)
Almost 60% of US retail marketing and IT professionals surveyed said their company used mobile coupons, the highest of any mobile tactic or technology. Another 51% offered mobile payments, and 40% said their company had a loyalty app. But over 50% cited strategy integration as the biggest challenge faced.

5 Buy Online, Pick Up In-Store Platforms for Retailers (Street Fight)
Roughly 61% of retailers with online and physical outposts offer a way for shoppers to pick up their online purchases in-store, and the trickle down effect means more small and mid-size businesses are adopting the technology to make buy online, pick up in-store a reality.

Walmart’s Acquisition of Jet: The Winners and Losers (Digiday)
Walmart has officially announced its acquisition of online retailer Jet, completing the biggest deal in U.S. e-commerce startup history.  With online sales of $14 billion — compared to Amazon’s sales and services revenue of $99 billion last year — Walmart has a long road ahead online.

Forget Pokémon Go, Marketers: The Larger World of AR is Here (AdAge)
Ben Kunz: Regardless of whether Pokémon Go becomes the next Pinterest or is just the Pong of our generation, marketers need to get ready. The game has become a wild hit, with more than 20 million people in the U.S. playing it daily, at twice the usage of Facebook. And it signals five new ways to advertise in a virtual world.

Newspapers Need Solutions, Not Petty Insults and Stating the Obvious (Newspaper Association of America)
David Chavern: The core demand for the product isn’t decreasing at all, and based upon that we will find our way to the far shore where the industry is thriving and growing once again. But in the meantime, there is going to be a lot of experimentation and evaluation of new business models.

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