A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
Small Businesses Are Missing the Boat on Social (AdWeek)
Perhaps the primary area of concern for small businesses is the lack of a cohesive strategy. Nearly one-half of the 250 respondents to the survey by Netsertive said they don’t have a formal social marketing strategy in place
Retailers Need to Use Tech to Work Smarter, Not Harder (Street Fight)
Kristin Gunther: To have any chance for long term survival, retailers and brands need to bring more technology to bear in operating their businesses, enabling them to work smarter, not harder. Here are some strategic ways big retailers can use technology.
Pinterest is Quietly Gaining a Foothold Among Marketers (Digiday)
For Jill Sherman, svp of social strategy at DigitasLBi, Pinterest’s unique selling proposition is that it hits people at a different point in the purchasing cycle than any of the other platforms. The fact that it offers something that others don’t make it a unique opportunity for brands, she said.
Borrell: Too Many Local Newspapers Remain Stuck in Their Newsroom ‘Church’ (Street Fight)
Tom Grubisich: Facebook collected $13.6 billion in local ad spending in the U.S. in 2016, according to the report — more than all local media put together — $12 billion. The report says Facebook, Google and other global pureplays will continue to dominate digital ad revenue that comes from merchants and other businesses at the community level.
WaWa, Walgreens and Others Try to Clean Bad Map Data (AdAge)
Many companies with hundreds or thousands of locations — like Walgreens, which has more than 8,000 stores in the U.S. — use outside services to manage and clean up data errors such as errant map pins and hours of operation incorrectly altered by users.
Venture Funds Flood Startups with Cash (WSJ)
Investors injected $14.5 billion into U.S. venture-backed startups in the first quarter, up 37% from the previous period, according to data from Dow Jones VentureSource.
Facebook and Google Dominate Web Traffic, But Not the Same Kind (Business Insider)
Google is still the predominant player when it comes to certain type of content. Articles about tech, sports, and business tend to see much more of their referral traffic coming from the search giant. But Facebook does better on local events, lifestyle, and entertainment.
Viral Publishers Dose Cut Off Programmatic and Turned to Branded Content (AdExchanger)
Dose cut off all of its programmatic ads and bet its future on branded content. Dose founder Emerson Spartz shifted strategy because he says the viral bubble has bust. It’s too hard to get readers to click off-site these days.