Street Fight Daily: Yelp Stock Plummets as Rivals Accumulate, Snap Stares Down First Earnings Report

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

Yelp Is Getting Eviscerated After Toning Down Expectations for 2017 (TechCrunch)
Yelp shares are down more than 25 percent after the company reported its first-quarter earnings report today, where it reduced its full-year guidance that it set in the previous quarter. Yelp is going to face increased competition as it finds itself increasingly competing with core platforms like Apple Maps and Google.

How Brands Can Influence Customers Through Online Reviews (Street Fight)
As major brands look to capitalize on the most effective and trustworthy ad formats, they are refining their strategies for managing online reviews. Here are six ideas that brand marketers should keep in mind as they look for new ways to influence the way consumers interact with their online reviews.

Snap’s First Earnings Report: Will User Growth Be More Twitter or Facebook? (VentureBeat)
Snap’s first few months since its IPO have already revealed investors’ brutal lack of confidence in the future of a company that seemed red-hot just one year ago. The reason is simple. As Snap moved toward its IPO, its user growth deflated at an alarming rate.

Nexstar Is Big in Local TV — And Now It’s Aiming to Grow Its Digital News Sites (Street Fight)
The emphasis of the local coverage on the company’s stations is often on crime and crashes — and that practice carries over to most of the digital sites. The net result is that Nexstar’s image can be distorted by commodity-level content that undercuts its strategy.

Walmart’s Jet Opens the ‘Grocery Store of the Future’ in NYC (Business Insider)
From May 10 to June 18, Jet will have a food-themed concept shop in Manhattan which showcases artisanal accessories, cookbooks, and kitchen appliances. The larger goal of the temporary store is to raise awareness around Jet’s grocery delivery service.

The New Echo is the Perfect Gateway into All Things Amazon (Quartz)
Mike Murphy: Just weeks after giving the Echo eyes, Amazon has returned with a new device that combines the wireless-speaker technology that has made the Echo a hit with a touchscreen tablet. The new device, the Echo Show, bluntly states on its website: “Now Alexa can show you things.”

How B2B Marketers Leverage Data to Target Buyers (eMarketer)
With more data about their target audience and a maturing marketing technology stack in place, it’s more possible than ever before for B2B companies to deliver custom communications for both an individual buyer and specific accounts. But executing these strategies is rarely simple, according to a recent eMarketer report.

Vision6 and Twilio Partner, Integrate Text and Email (MediaPost)
Vision6 announced a product integration and partnership with Twilio on Tuesday to complement email marketing campaigns with text messages. Vision6 has integrated Twilio’s cloud communications platform into its email marketing service, enabling its customers to combine email and text messages in integrated campaigns.

How AdTech and MarTech Will Come Together (Or Not) (AdExchanger)
Chris O’Hara: The disciplines of ad tech and mar tech will certainly be bound closer together as systems align – but the business models are totally incompatible.

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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]