Commentary | Street Fight

Reality Check: Adapting to Google’s Ever-Growing Control of the Search Experience

David Mihm and Mike Blumenthal

Reality Check: Adapting to Google’s Ever-Growing Control of the Search Experience

Google has been reducing the amount of traffic to local websites for a long time. And while it took a while to understand what was happening, it isn’t infuriating. Businesses can still get in front of customers and garner leads—it’s just not via their website.

How Dallas Morning News Tunes Its Ear to Connect With Its Diverse Audiences

Tom Grubisich

How Dallas Morning News Tunes Its Ear to Connect With Its Diverse Audiences

“I’m not saying that an audience-first culture didn’t exist at the newspaper, say, 75 years ago. But how do we reach today’s audience? It’s not enough to put all the news that we decided is important on the front page and expect everyone to read that as part of their shared experience,” says Nicole Stockdale, director of digital strategy at the Dallas Morning News.

Not All Burrito Eaters Are the Same: Why Advertisers Need to Think Local

James Moore

Not All Burrito Eaters Are the Same: Why Advertisers Need to Think Local

With the new wave of technology tools on the market, marketers can access detailed reporting to identify specific data points that are performing, or not performing, and then optimize their campaigns accordingly to improve results and curb wasted expenditure. Leveraging unstructured data for audience localization should be a top consideration.

Is Google Playing the Long Game with SMB Websites?

David Mihm and Mike Blumenthal

Is Google Playing the Long Game with SMB Websites?

“When you look at this Website growth + the Local Knowledge Panel with Posts + AMP + Progressive Web Apps, we are starting to see the outlines of an “open web” that Google totally controls. Or at least they control the profitable parts,” Mike Blumenthal tells David Mihm in their latest biweekly column.

Data is Technology’s Currency: Increase Its Value by Maintaining Accuracy

Gil Larsen

Data is Technology’s Currency: Increase Its Value by Maintaining Accuracy

By defining their organizations’ definition of “accuracy,” allocating marketing resources to external solution providers that can provide unique data sets pulled from mobile phones, and ensuring all data is as up to date as possible via location-based approaches, marketers will begin to see an improvement in the quality and transparency of the data they purchase.