“We like to cite $500 billion as the broad SMB OS opportunity—roughly 3.5 times the size of local advertising,” veteran industry commentator Peter Krasilovsky says. “But I think the end number has got to be many times larger.”
What are the nuances and tactical imperatives of selling pizza locally? For one, it compels a highly verticalized approach: It’s all about focus and specialization on the sector’s unique operational challenges, according to Slice Founder and CEO Ilir Sela, our latest guest on Heard on the Street.
Recently acquired by MindBody, Booker has been living out the principles of SMB OS long before we started calling it that. In this interview, Booker CEO Josh McCarter explains how his business helps SMBs go beyond typical marketing tactics to attract and keep customers coming back.
What does sport bike racing and pool hustling teach you about being a good marketing exec? It’s all about focus and quick thinking, according to Walt Geer, our latest guest on Heard on the Street.
According to a recent survey, AR users like what they see, with a whopping 73% reporting high or very high satisfaction. But non-users report explicit disinterest, with the biggest reason being the rather daunting “just not interested.” This presents a big hill for AR app developers to climb.
A new white paper from Street Fight examines how developer kits from Google and Apple have jumpstarted approaches to AR and visual search and sketches strategies for developers, marketers, and media companies hoping to tap into an exciting new trend.
“I’m a big believer in a value exchange,” says Monica Ho of SOCi. “Whether you’re a brand or an agency, or maybe you’re an entrepreneur, everyone is starved for more data on more information on certain things that are affecting the landscape.
We talk to Brevi CEO Randy Parker in Episode 1 of our new podcast series about SMB-oriented marketing tech and several other matters—everything from company culture to what it’s like to operate a business and live in Boston.
Visual AR won’t go away and is aligned with several use cases like gaming. But audio could get here sooner and take over a certain share of micro moments like getting informed about people or surroundings. We’re talking local discovery, shopping, and proximity-based social media.
Having raised $15 million in funding just last year, Slice is a prime example of what we call SMB OS operators: companies helping SMBs compete in today’s digital economy with a full suite of solutions beyond core advertising and marketing.
What about the non-Googles of the world? How will they create AR and visual search apps that can map environments reliably and return the correct info or graphics? The answer is the still-theoretical but critical AR Cloud.
The first in our series of interviews on SMB OS is Upserve founder and CEO Angus Davis. Formerly Swipely, UpServe had been living out the principles of SMB OS long before we started calling it that.
Location data continues to evolve. And it’s not just tactics for data collection and deployment, but the changing ways it’s being used by brand advertisers. We spoke with PlaceIQ’s Duncan McCall backstage at Street Fight Summit West about this evolution.
In these early days of augmented reality (AR), we’re learning a lot about consumer behavior and preferences — the same learning curve defined the early days of smartphone apps. One lesson so far is that consumer AR use cases will be fairly limited. It’s not a silver bullet and it’s not for everyone.
We recently caught up with Local SEO Guide CEO Andrew Shotland whose Local SEO Ranking Factors report finds that national brands’ migration to local search, especially multi-location retailers. Focused erstwhile on e-commerce, competitive pressure has compelled them to view their locations as an edge in local search.
SMB OS isn’t a new concept, though it’s now emerging and crystallizing in new ways. Advancing it are supporting technologies like cloud computing, mobility and cash-flow friendly SaaS pricing. Much of this trickles down from enterprise world, as it often does.
Facebook has been formidable in a few key areas of local — mostly among SMBs. It has penetrated further in SMB adoption than any other entity to date, and Street Fight data indicates sustained growth. That’s half the battle for Facebook: The other half is gaining equal favor as a local search and discovery engine among users.
Verve VP and creative director Walt Geer believes that effective mobile local advertising balances form and function. The view towards proper balance stems from Geer’s longstanding position that more attention needs to be paid to creative in mobile ad campaigns.
Voice assistants continue to evolve as a medium for local search, as I examined here last month. But what does it mean for local media players and startups? If consumers are increasingly searching with voice, how do you wedge your way into that conversation?
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.