A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…
Verizon’s Plan to Challenge Google and Facebook is Fraught with Challenges (Business Insider)
The company wants to rent reams of consumer data from major competitors like Sprint, T-Mobile, Vodafone and Telefonica that can be used for ad targeting. Call it the Hulu of wireless data.
Is DexYP the Consolidator That Local Has Been Waiting for? (Street Fight)
Mark Macleod: On the brand side, the challenge DexYP will face is reinventing the brand to be relevant for today’s younger business owners. Millennial entrepreneurs attach no value whatsoever to the Yellow Pages brand and history. Also on Street Fight: Andrew Shotland looks at “dead fingers” still walking. More from Local Onliner and MediaPost
Yelp’s Six-Year Grudge Against Google (NYT)
Jeremy Stoppelman, chief executive of Yelp, the local search and reviewing site, would like this article to be focused on his company’s growth, or on how its reviews help independent businesses, or on pretty much anything besides what it is about: how Yelp became Google’s most tenacious pest.
Country Mouse vs. City Mouse: One Size Does Not Fit All in the SMB Digital Market (Street Fight)
For vendors, it’s all about “knowing your customer, and understanding your customer’s market reality,” David Mihm tells Mike Blumenthal in their biweekly chat. “At the very least you have to recognize your day-to-day experiences both discovering and interacting with small businesses are wildly different from customers in rural markets.”
Shopper Marketing is Moving Online As Brands Open Data to Stores (AdExchanger)
As brands and retailers grow more comfortable sharing first-party data, shopper marketing budgets — traditionally spent on last-leg marketing efforts like high-performing shelf space, in-store signage, coupon circulars and co-marketing (“Find us at your nearest…”) — are moving online.
For Brands, Twitter Is a Marathon, Not a Sprint (AdWeek)
If you’re one of the more than 3.5 million people who recently retweeted #NuggsForCarter to support a young man’s record-breaking quest for a free year of Wendy’s chicken nuggets, you might be surprised to learn that some believe Twitter is dead to brands.
How Will AI Affect Marketing Efforts? (eMarketer)
More marketers are showing interest in artificial intelligence (AI), but it might be some time before it has a real impact on their business.
The Economist Is Helping Advertisers Find Readers Off Its Properties (Digiday)
The publisher is tapping into its subscriptions data to sell acutely-targeted digital ad campaigns not only on its own platforms but also across an audience-extension network.
Can Groupon Stock Keep Growing After Last Week’s 11% Pop? (The Motley Fool)
Rick Munarriz: It was a good week and an even better month for Groupon investors. Shares of the daily deals leader rose 10.7% last week, moving higher after an analyst upgrade and another Wall Street pro putting out a bullish note suggesting that Groupon is a compelling buyout target.