How Automotive Marketing Is Evolving in the Digital Age

Car dealerships are an appealing target for hyperlocal media and suppliers of digital marketing technology and services. They’re relatively big spenders compared with many local businesses, and they’re adopting digital marketing faster than most.

New Report Identifies Enterprise Customer Types & Needs

In our latest analysis, we discovered that the integration needs of enterprise marketers reveal some clear correlations in terms of attitude, behavior and installed technologies. For example, the companies that found local store sites to be most effective were also doing well with local print, and planned to increase their social, mobile, and digital display advertising.

Survey: Demand for Multichannel Programmatic Is Promising

Nearly one-third of the respondents in Street Fight’s survey who also said that local media and content was important for their marketing were thinking about such cross-channel programmatic. Interest appeared highest for marketers who found local TV effective, but also played strongly with radio and print fans.

Survey: Many Opportunities to Connect Local Media With National-to-Local Marketers

National brands and retailers remain wedded to traditional media and marketing for their local branches, franchises, and resellers. However, they are increasing their spending on digital channels, and over half of them feel it’s important to associate their campaigns with local media and content.

Survey: Some National-to-Local Marketers Still Need Convincing on Digital Effectiveness

Street Fight surveyed over 200 managers and decision makers at big companies in retail, financial services, and other industries. We asked them about spending patterns, perceived effectiveness, pain points, etc., around their local marketing and advertising efforts.

Survey: Many National-to-Local Marketers Use Home-Grown Management and Analytics Tools

Relatively few of these sophisticated companies make use of a common tool for managing and coordinating campaigns. That’s the case even though a third of respondents said various local programs were centralized at headquarters.

Survey: How National-to-Local Marketers Plan to Grow Their Digital Budgets

Street Fight recently surveyed decision makers at over 200 national-to-local marketers and found nearly half of them spend a third or more of their digital marketing budget in support of their franchises, branch offices, and distributors.

National-to-Local Marketers’ Top Pain Points Center on Integration

Nearly half of those who responded said they spend 1/3 or more of their digital marketing dollars to support their branch offices, franchises, and distributors — and 40% of them expect that budget mix to increase.

As Local Search Behavior Evolves, Marketing Spending Will Follow

Merchants and marketers have to be findable and present useful information regardless of the searcher’s context. And that’s where the mechanics of local search marketing get messy. It feels like a great opportunity for tools and managed services that help break down those silos, and measure effectiveness across or between them.

Webinar Recap: Marketing and Customer Engagement Tactics for the Holiday Season

Black Friday is a week away. Is there anything brands and merchants can do before then to make their local marketing stand out amid the holiday crush? Yesterday’s Street Fight webinar, “Real-Time Location-Based Marketing Strategies for the Holidays,” in conjunction with Brandify, indicated there’s still time to implement some practical tactics that can make a difference.

Report: Executive Survey on Hyperlocal Tech and Tactics

What’s on the mind of technology and marketing suppliers targeting the connected local economy? They’re keen on mobile — perhaps too keen — but struggling with their own companies’ brand awareness. The dichotomy between small businesses and national chains that sell locally is profound, and presents difficult challenges in scaling to support either, let alone both, according to Street Fight Insights analysis.

Small Businesses Rate Social, SEO, Email as Most Effective Marketing Tools

Small businesses continue to be in love with social media. In the first in a series of surveys Street Fight will be conducting with Alignable, we asked approximately 100 small business owners to rate their most effective marketing tools and tactics among a list of a dozen. Two-thirds of respondents selected social media as one of their top three. SEO and email rounded out the list of leading techniques.

Report: Getting the Most out of Hyperlocal Social Media Marketing

A new report from Street Fight Insights found that many local businesses don’t feel they’re getting return on their social media efforts. That’s in spite of the fact that two-thirds of them are using social media for marketing, and many plan to increase their efforts. Companies in the connected local economy value chain looking to best serve merchants should supply them with tools and services to measure the impact and efficiency of their social media marketing programs.

Connecting the Local-Mobile Economy, One Step at a Time

Hyperlocal, mobile, on-demand contextual commerce enabled by buy buttons within mobile apps — that’s the new string of buzzwords making the rounds at industry conferences. The market reality: It’s going to take a while for this string to play out in the connected local economy. A key reason is that even as mobile disrupts search, most marketers and merchants can’t expect to get their own app on a majority of users’ home screens.

Report: Breaking into the Inbox with Successful Pitches to Local Merchants

A new report from Street Fight Insights found that when being pitched a new product or service, local merchants want information on costs, a clear explanation — backed up by case studies — of how the product or service will benefit their business, and all their questions or concerns addressed.

Executive Survey: What’s Hot and What’s Not in the Connected Local Economy

Preliminary results from our forthcoming executive survey suggest that industry players are investing the most in mobile, followed by data and analytics. Respondents indicated that mobile marketing and managing company websites were the biggest challenges for local merchants, along with SEO and listings management. More complete survey results will be revealed at our upcoming Street Fight Summit in New York City.

Will Mobile Search Dethrone Google?

Why would Google’s market leadership be vulnerable to mobile search incursion? Innovation in search can occur at the user experience level, the core indexing and ranking algorithms, and the business model and ecosystem that supports search. Each of these faces potential mobile disruption.

Report: What Local Merchants Are Missing With Social Media

Two-thirds of small local businesses are using social media for marketing. Yet despite this broad adoption, and an overall good perception of digital marketing effectiveness, results with social have been disappointing.

Report: Local Merchants Embrace Digital, but Need Plenty of Help

In the connected local economy, digital techniques will be the primary means of navigation for the customer journey everyone talks about. At the same time, physical-world commerce infrastructure is about to be seriously outdated. The 2015 Local Merchant Report, a survey of 500+ SMBs and VSBs, helps suppliers better understand merchants’ usage of and attitudes toward digital marketing and e-commerce…