Street Fight Daily: Legacy Retailers Struggle on Social, Insecurity Over Consumer Location Data

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

Can Traditional Clothing Retailers Compete with Digital-Native Brands on Instagram? (AdWeek)
The shift to mobile has not only affected consumers, it has also changed retail and the way smart marketers approach commerce. Nowhere is this more apparent than in the beauty category.

SweetIQ Report Highlights Influence of Local Tech on Media Mix (Street Fight)
Whereas in previous years the goal for businesses was simply to be “found” online, multi-location brands now have to contend with “being chosen” in an incredibly crowded omnichannel space.

Consumers’ Location Data Is Being Sold Without Their Knowledge (WSJ)
As location-aware advertising goes mainstream—like that Jack in the Box ad that appears whenever you get near one, in whichever app you have open at the time—and as popular apps harvest your lucrative location data, the potential for leaking or exploiting this data has never been higher.

6 Guidelines for the Path to Voice Everywhere (Street Fight)
Kal Baumwart: I want voice (control of everything), everywhere, but I have strict requirements for how it should be designed, engineered, and implemented. Here are six requirements for a reasonable deployment of voice everywhere.

Facebook’s Branded Content Program Loses Its Luster (Digiday)
Brands have increasingly bypassed Facebook to do their own matchmaking, as the value of Facebook’s program has faded and its relationship with publishers has gone south.

Many Marketers Plan to Boost Their Influencer Budgets (eMarketer)
Some 70% of US agency and brand marketers said they “agree” or “strongly agree” that influencer marketing budgets will increase in 2018.

Mobile Data Has a Quality Control Problem (AdExchanger)
Mobile data for targeting in the programmatic ecosystem is everywhere. But high-quality mobile data that’s what it purports to be? Not so much.

Snapchat’s Redesign Is Baffling Publishers (Recode)
Users haven’t been very happy with Snapchat’s redesign. Publishers who create content for Snapchat’s Discover section, though? They’re still undecided.

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