A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
Location Behavior Could Drive Sales Online During Holidays (MediaPost)
Local targeting may prove more beneficial during the holiday season than some marketers realize. Data pulled from Verve shows that Black Friday shoppers are seldom willing to travel more than 10 miles, but it really depends on the type of store and what the consumer plans to purchase.
QSRs Are Thriving with Location-Based Data, But There’s a Caveat (Street Fight)
QSRs have successfully forged ahead with location-based ad strategies. Not only have we seen an influx of case studies asserting as much, but also a recent report from xAD inferring that foot traffic has spiked for QSRs thanks to location-based marketing, and, perhaps more importantly, the data mined from those efforts.
How Top Retailers Are Using Tech to Score Points On Black Friday and Beyond (Forbes)
Some retailers focus on the wrong things, providing lots of tech bells and whistles but falling down when it comes to basic services. As we head into a holiday season in which retailers are treating every day as if it’s Black Friday or Cyber Monday, the very best are keeping these five priorities in mind.
Sponsored: Black Friday’s Battle of the Bands (Street Fight)
Though Toys ‘R’ Us might have enjoyed an edge by appealing customers with its toy-specific specialized product focus, Target held the final advantage, winning this month’s Brand Battle by 75 points.
How One Major Retailer Looks at Digital Through Its Customers’ Eyes (eMarketer)
Like many forward-thinking retailers, pharmacy chain Walgreens adjusts its digital experience so that it’s not only ideal for ecommerce, it also functions as an in-store shopping companion for its customers. eMarketer spoke with Cherise Ordlock about how drugstore, health and beauty retailers should approach digital commerce.
Moms and Dads Do the Crowdsourcing at New Hyperlocal Network ParentNation (Street Fight)
In September, Renee Levine and her husband Josh launched their hyperlocal parent-recommendations site in the New York City suburbs of Westchester County, N.Y., Fairfield County in Connecticut and North Jersey. Here, Levine talks about the birth of ParentNation and why the company is building their content strategy around crowdsourcing.
Just Eat’s CMO Talks About Growing a Startup (Digiday)
With UberEats and Deliveroo hot on his heels, Just Eat’s Global CMO Barnaby Dawe, who joined the company last April, sat down with Digiday to discuss how the business walks this line as it moves from being a disrupter to an incumbent.
Shopify Partners with Retailers and Brands on Flash-Sales Platform, Frenzy (TechCrunch)
Frenzy is an app that gives you a central place to put all your hypebeast hopes, where the path to purchase is as easy as using Apple Pay (which is dangerously easy). The Frenzy app will work with partner retailers and brands, so it should cover a range of bases in one place, which is more convenient for a consumer versus looking around at vertical-specific retailers.
Why SEO Should Always Complement Content Marketing (Search Engine Land)
Trond Lyngbø: SEO isn’t about keywords or phrases alone, and effective content marketing is more than just crafting articles and other forms of online content around high-volume keywords that will drive a lot of traffic. Keyword analysis should be used as a way to study and better understand your customers.