Street Fight Daily: Keeping Up With Mobile Shoppers, Google’s Mobile-First Index

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Holiday shopping

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

When the Challenge Is In Keeping Up With Your Mobile Shoppers (MediaPost)
Online fashion has become increasingly visual, and mobile app Project September makes it shoppable as well. MediaPost spoke recently in New York with former Gilt CEO Alexis Maybank, now CEO of Project September, about what’s been learned so far. 

How Should SMBs Track ROI From Local Search? (Street Fight)
Stephanie Miles: It’s likely that many local merchants misunderstand the importance of using tracking metrics to inform their marketing practices, or they feel overwhelmed at the thought of adding yet another task to their overcrowded plates. To find out how these business owners could be doing a better job of tracking local search metrics, we asked top experts in the field.

FAQ: All About Google’s Mobile-First Index (Search Engine Land)
Google is rolling out a new mobile-first index. This means Google will create and rank its search listings based on the mobile version of content, even for listings that are shown to desktop users. Wondering how this will all work? We’ve compiled answers below.

Which Apple Will Show Up for Local’s Next Revolution? (Street Fight)
Michael Boland: Apple’s relative inaction on VR/AR thus far could either indicate that the company is missing this next tech shift (which I’ve speculated), or that it’s playing the long game. The latter could involve a deliberately late entrance to VR and AR, just as it did with previous technologies.

When Do U.S. Consumers Shop for the Holidays? (eMarketer)
About 40% of US internet users ages 18 and up had already begun their holiday shopping by the end of October. Just as many will begin buying gifts this month, with another 20% waiting until December to begin shopping.

Facebook Said to Question Its Influence (New York Times)
Facebook has been in the eye of a postelection storm for the last few days, embroiled in accusations that it helped spread misinformation and fake news stories that influenced how the American electorate voted. The online conversation among Facebook’s executives on Tuesday showed that the social network was internally questioning what its responsibilities might be.

How Walgreens’ App Update Will Leverage Beacons to Improve the In-Store Experience (GeoMarketing)
Walgreens’ latest app update aims to deliver a more personalized in-store mobile experience through beacons, offering customers increased access to deals and coupons while they shop in Walgreens stores across the U.S.

Marketers Can Now Track Every Time Their Ads Are Seen On TV (AdWeek)
Media measurement company iQ Media has released a platform that allows brands to search live or historical TV programming for every appearance or mention of their names or logos—or those of their competitors—in both paid (i.e., advertising) and earned 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]