Street Fight Daily: Retailers Test Personalization, Facebook Drives Biz Engagement with Messenger

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

Identifying Mobile Shoppers a Top Priority for 70% of Retailers (MediaPost)
Retailers increasingly are looking to personalize shopping experiences by tapping into mobile technology to help them identify their customers. Identifying the customer and delivering a personalized experience is one of the top priorities of 70% of retailers, according to a new study by BRP Consulting.

Facebook Looking for More Consumers to Chat With Businesses on Messenger (Street Fight)
At the Collision conference on Tuesday, Facebook’s head of product for Messenger, Stan Chudnovsky, spoke about how the company is trying to unite the messaging app’s 1.2 billion users with the 60 million businesses in the Facebook ecosystem. Recode: Facebook warned investors revenue growth would slow meaningfully in 2017 — it’s now 2017.

mParticle Launches Peer-to-Peer Audience Sharing to Make Marketing with Partners Easier (VentureBeat)
Today mParticle — the customer data platform — announced at MAU 2017 in Las Vegas that it has launched what it claims is the industry’s first mobile peer-to-peer (P2P) audience-sharing solution.

If the Gym Fits, Reserve It — Startup Makes It Easy to Never Miss a Workout (Street Fight)
A bloom of new companies are aggregating gyms and offering single subscriptions to all of them with one “membership.” FitReserve saw the simplicity and convenience in such a program back in 2015 when three co-founders launched to fill what CEO and co-founder Megan Smyth calls a void in the market.

New York Times Pitches Programmatic as Advertisers Clamor for Brand Safety (AdExchanger)
The Times’ programmatic strategy has long catered to marketers who value its context. It views programmatic as a way to transact, not a way to secure inventory inexpensively.

Teens Can’t Put Down Their Phones (eMarketer)
Teens—a generation that grew up in the era of smartphones—spend a lot of time on them. During a typical day, teen internet users worldwide spend 3 hours 38 minutes going online via their smartphones—roughly 48 more minutes than the overall average for people ages 16 to 64, according to Q4 2016 data from GlobalWebIndex.

eBay Incorporates Machine Learning to Overhaul Email Marketing Platform (eMarketer)
eBay is no stranger to sending batch-and-blast emails—for years, that was the company’s primary email strategy. But as customer expectations grew, the strategy—and the technology that supports it—had to mature.

How Publisher, PopSugar, is Plunging into Commerce with Shopping Posts (Digiday)
Last week, the fashion-focused publisher rolled out an article format called PopSugar Shop. When someone lands on one of these posts, like “The Biggest Designer Shoes of 2017,” a circle pops up in the lower-left corner of the browser window that invites the reader to peruse similar items, other products from the same brand or search for new ones.

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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]