Street Fight Daily: Brands Reveal Most Effective Local Marketing Tactics, Google Embraces Discovery & Stories

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Survey: Multi-Location Brands’ Most Effective Local Marketing Tactics (Street Fight)
David Card: Brands surveyed by Street Fight rate email, direct mail, and their company page on social media as their most effective local marketing tactics. At the same time, a small group of early adopters is using location data to make their overall local digital marketing more effective.

Google Search Gets an Update to the Tunes of Discovery and Stories (The Verge)
The biggest announcement is that Google is rebranding its news feed — that list of items that appears below the default search bar in the Google mobile app and when you swipe left from the home screen on Android — as “Discover.”

Customer Data Platforms Compete to Define the Evolution of the Category (Street Fight)
Simon Data President and Co-founder Josh Neckes predicts that the CDP category will split into two groups of winners—companies more like Segment and mParticle, and companies like his own, Action IQ, and Zaius. “There’s probably room for two-to-three winners,” he says.

Salesforce Gets Into the ID Graph Game (AdExchanger)
Salesforce on Tuesday introduced Salesforce Customer 360, a unified customer ID that connects profile data across its Sales, Services, Commerce and Marketing cloud product suites.

Snapchat Lets You Take a Photo of an Object to Buy It on Amazon (TechCrunch)
See, snap, sale. In a rare partnership for Amazon, the commerce giant will help Snapchat challenge Instagram and Pinterest for social shopping supremacy. Today Snapchat announced it’s slowly rolling out a new visual product search feature.

Global Ad Expenditure to Rise 4.5% in 2018 (Reuters)
Global advertising expenditure is predicted to reach $581 billion at the end of 2018, with most of the growth coming from sponsored content in search engines and social media ads, according to industry forecaster Zenith.

Instagram’s Co-Founders Are Leaving (Recode)
Instagram co-founders Kevin Systrom and Mike Krieger are resigning from the company they built amid frustration and agitation with Facebook CEO Mark Zuckerberg’s increased meddling and control over Instagram, according to sources.

Boom in Content Marketing Increases As Marketers Increase Spending (Forbes)
A third of custom-content marketers increased spending this year compared to last year, while 53% are spending about the same and only 8% are spending less, according to new research conducted late last month of more than 300 marketers.

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]