Street Fight Daily: Twitter Struggles with Publishers, Retail Marketing and Measurement

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

Falling Behind Snapchat and Facebook, Twitter Struggles to Attract Publishers (Digiday)
Social publishing is becoming a zero-sum game. As media companies clamor for reader attention on Facebook, Instagram and Snapchat, there’s one place that’s getting less attention: Twitter.

5 Ways E-Commerce Retailers Are Creating Local Footprints (Street Fight)
New technology platforms are making it possible for online retailers of all sizes to expand locally into brick-and-mortar outlets. In other cases, technology is taking a back seat as e-commerce businesses form old-fashioned partnerships with stores on main street.

How Retail Marketing Changes As Measurement Tools Improve (eMarketer)
As measurement tools improve, retailers can see how their marketing efforts — not just those easily tracked online — drive actions at different stages in the customer journey. This is also why essentially all types of marketing can now be considered performance marketing, according to Diana Gordon, senior partner at Mindshare North America and director of Shop+, the agency’s commerce division.

TownNews Founder: News Sites Will ‘Perish’ Without the Latest AdTech (Street Fight)
Tom Grubisich: In 1989, Marc Wilson’s Montana news bulletin board put editorial content into the hands of other local-news publishers more quickly, abundantly, and cheaply. Today, Wilson’s serves 1,600 newspapers — big and small, daily and weekly — as well as pure-plays and other digital publications.

Where the Digital Dollars Have Gone: How 15 Major Media Companies Have Invested in Digital (CJR)
From virtual reality to advertising technology to, yes, television for dogs, the major media players we analyzed have cast a wide net in their attempts to reach new audiences and develop groundbreaking products.

How Facebook’s Measurement Errors Have Eroded Marketers’ Trust (Marketing Land)
The aftershocks of Facebook’s measurement errors continue to ripple across the advertising industry. While Facebook has emphasized that the flawed figures did not affect how much money it charged advertisers for their campaigns, that doesn’t mean advertisers and their agencies haven’t been affected.

How Mobile Millenials Buy (MediaPost)
American Millennials also are turning to their smartphones for a range of transactions, most notably banking. Here is where U.S. Millennials conduct transactions via mobile: 74% — banking, financial; 53% — online, mobile app purchases; 51% — music, video downloads and 44% — retail purchases.

Lyft Expands Feature to Match Drivers and Riders Along Same Routes (VentureBeat)
Lyft drivers now have a new feature at their disposal, as the company is rolling out its “destination mode” to all rides. This capability matches drivers with riders according to the route drivers are heading, based on the most recent ride they gave.

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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]