How to Visualize Cause and Effect in Local Brand Marketing

Mark Stouse, CEO and co-founder of Proof Analytics, says there are ways for chief marketing officers to gird themselves in case of market downturns by using data to support their value to the businesses they serve. This is especially critical, he says given the growing control over tech spending that CMOs now command.

Street Fight Daily: Location to Power Local Google Search, Square Turns to Large Businesses

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google to Use Location Data as Primary Factor for Local Search Results… Square Announces the Register, a $999 POS Device for Larger Businesses… Why Selling Higher-End Brands Gives Walmart a Fighting Chance Against Amazon…

On the Various Challenges Facing European Publishers (and Some Solutions)

“As audiences age out, the number of print subscribers will plummet, and as older small business owners retire, old ways of doing business … retire with them as well,” David Mihm writes to Mike Blumenthal. “Legacy media companies that don’t evolve rapidly are going to be left with no audience and no customers.”

Is the Camera the ‘New Search Box’ for Local Discovery? Part II

It’s often said in the ad-tech world, and other sectors that are reliant on data, that “Content is King, but Data is God.” This is increasingly true in local ad-tech and martech given the need for “ground-truth” conversions to attribute ROI. And it will equally apply in local AR.

Street Fight Daily: Walmart Acts as Media Platform, Amazon Courts Grocers

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Inside Walmart’s Advertising Blitz… Amazon Slashes Seller Fees to Improve Grocery Sales Online… Mobile, YouTube, and Programmatic Are Alphabet’s Workhorses…

Street Culture: ‘OKRs’ and Omotenashi Lead the Culture at Button

OKRs – that’s “Objectives and Key Results” – are one of the drivers of culture at deep-linking software company Button. “OKRs are a major influencer to recruiting, internal interactions, how we onboard new employees, everything,” says Stephanie Mardell, Button’s head of people.

LBMA Podcast: Placed, Kaspersky Labs, Toys R Us

This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan and Aubriana Lopez. On the show: Musti Group, Garmin + Alexa, McDonald’s Singapore, Lyft + Alphabet. Special Guest – Brent Perez on OpenLocate

Street Fight Daily: Cash Comes Rolling In for Big Tech, Uber Adds Multi-Stop Rides

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Big Tech Companies Post Glowing Quarterly Profits… Uber Launches Multi-Stop Trips in U.S. and Canada, Facilitating Detours at Local Businesses… When It Comes to Ad Quality, Programmatic Isn’t the Problem…

Hyperlocal Pioneer Howard Owens Sees New Mobile App as Key to Scaling Beyond His ‘Batavian’

Eight and a half years after launching his hyperlocal news site The Batavian, in upstate New York, Howard Owens is looking at growing his base company, Album Corp., beyond Batavia to multiple locations. His plan for expansion is driven by a homemade mobile app that he’s experimenting with for the site.

Street Fight Daily: Facebook Unveils Tools for Brand Marketing, How the Best Brands Do Mobile

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Two New Facebook Tools Will Help Brands Craft Ads for Every Environment… What Sets the Best Brands in Mobile Apart from the Pack… Understanding Amazon as an Advertising Platform…

Brands Struggle to Keep Up with Demand for Cross-Channel Personalization

Consumers want offline shopping experiences to be just as personalized as online, but new research from the customer data firm Segment shows that most major brands are failing to meet those expectations.

Street Fight Daily: Amazon’s Dominance Grows, The Guardian Wants to Clean Up Programmatic

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon’s Share of E-Commerce Market Grows in 2017, Nearing Half of Sales… The Guardian Wants Publishers to Unite to Clean Up Programmatic… Facebook Releases News Feed Guidelines for Publishers…

TripAdvisor Pushes Further Into Restaurant Space with Local Ad Product

Having already tackled travel and hotels, TripAdvisor is continuing to go after the restaurant vertical, today launching a new product aimed at independent restaurants and restaurant groups. TripAdvisor Ads marks the company’s first product designed to allow restaurants to reach customers through cost-per-click sponsored ad placements.

AR and VR — Will Local Advertisers Bite?

Local advertising is a $150 billion market, and is particularly conducive to AR, given the technology’s ability to qualify purchase decisions in the commerce-heavy offline world. There will be a land grab for this digital real estate as mobile AR gains consumer traction. There will be also questions about who “owns” that virtual space.

Street Fight Daily: Facebook Feed May Oust Pubs, Google Helps Marketers with Holidays

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Tests Removing Publishers from Newsfeed — Unless They Pay… Google Prepares Advertisers for Holiday Shoppers… How AI Helped Walmart Go from 700,000 to 60 Million Items Online…

How Brands Determine Their Local Marketing Effectiveness

Website analytics are the most popular means of evaluating local marketing for multi-location brands. While that’s a logical tactic for analyzing digital marketing and advertising effectiveness, it hardly presents the full picture of multichannel marketing or online-to-offline attribution.

Brand-building Expert Norty Cohen to Marketers: Consumer Engagement Is Key

Cohen’s message is that the old ways of trying to connect via TV and other media just aren’t as effective as they used to be. What you need now is to make a connection with the potential consumer of your product or service. And the person who now has a relationship with the brand can then help spread the message via word of mouth.

Street Fight Daily: Google Takes Over Local Bookings, Snap Goes Programmatic

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Reserve with Google Booking Service to Open Beyond U.S. and Include Restaurants… Snap Turns to Programmatic Ads for Snapchat Shows… The Most Successful E-Commerce Brands Build for Mainstream America…

Street Culture: Life at Boxed Means “Do The Right Thing”

Wholesale ecommerce retailer Boxed is taking its position as team leader seriously. The company pays for its employees’ kids to go to college. It looked at the industry-wide “pink tax” and started a campaign against the higher prices. It even started contributing $20,000 to pay for employees’ weddings.

Raise Report: Hiya, HappyOrNot, Standard Cognition Score New Funding

Every two weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes funding for Omnyway, Crosser, and Allset.