Street Fight Daily: Google Shifts to Mobile-First Index, Twitter’s Carousel Ads See Success

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

Google Shifts from Desktop- to Mobile-First Indexing (MediaPost)
Google’s shift toward mobile-first indexing, which the company hinted at last year, will finally come to fruition. Now the company will index mobile content first and desktop second, making the mobile index the primary index.

Ad Buyers See Promise In Twitter’s Instagram-Like Carousel Ads (Digiday)
The ads allow brands to aggregate multiple tweets into a carousel format that users can swipe through. Advertisers have been excited about the ads since news of their development broke in January. NBC Universal, Pandora jewelry, Nestlé’s Lean Cuisine, AB InBev’s Stella Artois, Unilever’s Hellmann’s and Panera Bread have run ads.

Why Brands Need to Master Prompted Search (Street Fight)
Gib Olander: When a business launches a new product, or, say, the latest Harry Potter adaptation hits the market, retailers are often challenged to update their location pages in a timely manner to show the availability of the product for consumers who rely on local search to find what they want nearby.

Is Omnichannel Marketing Finally Going From Retail Dream to Reality? (AdWeek)
There’s been a flurry of recent developments that suggest retailers this holiday season may summon the nerve to reboot their omnichannel marketing efforts, tapping into Big Data tactics that in years past may have seemed more like Big Brother.

How Technology Can Improve the In-Store Experience (eMarketer)
In-store technologies can enhance the shopping experience, and many retailers are seeing the benefits of them. A June 2016 survey found that technology can help retailers reach more consumers, as well as better inform in-store employees.

Berkeleyside Wants to Turn Its Readers Into Investors (Nieman Lab)
Berkeleyside, while a successful local news site, still doesn’t feel like it’s nailed the formula for sustainability. It’s latest effort: convincing its readers to invest — literally — in its future.

How Startups Can Use Data to Grow Smarter (TechCrunch)
Dale Chang: Based on my experience advising portfolio companies and consulting, I believe that data-driven operations is the new table stakes for survival today. Here are a few fundamentals of data-driven ops I’d share with any company straddling that line between high-growth and sustainability.

Hotels Find That Guests Won’t Wait When It Comes to Mobile Messaging (Skift)
The survey found that, on average, people were willing to wait about 12 minutes for a response to a text message, approximately 19 minutes for a mobile app request, about 26 minutes for an email reply, and 27 minutes for a response to a request delivered via social media.

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Joe Zappa is the Managing Editor of Street Fight. He has spearheaded the newsroom's editorial operations since 2018. Joe is an ad/martech veteran who has covered the space since 2015. You can contact him at [email protected]