A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
Snapchat Geofilters Help Bloomingdale’s Connect With Next Generation of Shoppers (eMarketer)
Bloomingdale’s encouraged Snapchat’s millennial-saturated user base to explore its brick-and-mortar locations by hosting an in-store scavenger hunt using the platform’s sponsored geofilters.
Why Local Marketing Tech Is Strongly Influencing 2016’s Furious M&A Activity (Street Fight)
Brendan Morrissey: This year, investment in marketing tech is on pace to more than double the investment in ad tech, suggesting just how promising this market is. Because these solutions are in high demand and are built on a recurring and relatively predictable software-as-a-service (SaaS) revenue model, profits have surged.
Amazon’s Video Steaming Service is a Threat to Retailers, Not Netflix (Business Insider)
Eugene Kim: The real threat may be in the retail space, as Prime members tend to spend more on Amazon.com and less on other competitors the longer they hang around the site.
The Fight for Leads: Automotive Marketing (Street Fight)
Sponsored by CallRail: Consumers are becoming savvier in the ways they research and purchase new cars. So dealerships and repair shops will need to rely more heavily on online solutions like SEO, pay-per-click, third-party directories, and call tracking software for the automotive industry in order to keep incoming leads in the purchase funnel.
Google Looking at How to Measure Brand Awareness for Search (Search Engine Land)
Danny Sullivan: Will Google ever give sites credit for brand name mentions or citations without an actual link? Gary Illyes from Google said Google’s UX team is looking at ways to measure brand awareness.
Apps Continue to Battle, But the Mobile Web May Be Catching Up (Street Fight)
David Card: With a shift to mobile websites, most mobile marketing dynamics will remain, although implementation for sites versus apps will be more than nuanced. Mobile search is already undergoing shifts, and listings management must take into account the role of the mobile platforms, maps, and, probably, Amazon.
Why Insider is Betting on Instagram Stories (Digiday)
Instagram Stories is a major area of focus for Insider. The media brand has two producers from its website content team leading the effort, with the goal of publishing daily stories on each Instagram account that feature at least 10 different photos and videos.
Belkin CEO: “There’s No Online or Offline — Just Marketing” (AdExchanger)
Each of Belkin’s three brands requires a discrete marketing approach. Belkin is accessories, Linksys is home networking and WeMo is smart home automation. “Each category brand lives in its own environment with a clear, defined set of competitors,” Hannon said.
What Makes the Perfect Mobile Ad? (eMarketer)
When it comes to the elements that would make a “perfect” mobile ad, US teen and millennial internet users say they care more about whether they can save and access it later and less about the ad’s relevance to them.