Commentary | Street Fight - Part 2

If We Only Opened Facebook’s App for ‘Time Well Spent,’ Would We Use It Much At All?

Joseph Zappa

If We Only Opened Facebook’s App for ‘Time Well Spent,’ Would We Use It Much At All?

If Facebook’s advertisers’ most coveted users are opening its app mainly to scroll through News Feed while waiting for lattés or click on the stray cat video, and if the company truly wants time spent on its app to be “time well spent,” does its core mission even have a viable future?

Location Targeting is Nothing Without the Facts to Back it Up

Ray Kingman

Location Targeting is Nothing Without the Facts to Back it Up

Doing location targeting right is no simple matter, and common claims about it require further scrutiny. Accuracy of a location through parcel targeting, a rapid refresh audience strategy, and reaching the right people at scale through IP and cross-device targeting will make a major difference in location-based campaign outcomes.

The Enduring Benefits of Mobile Apps for Brands

John Coombs

The Enduring Benefits of Mobile Apps for Brands

Thanks to a variety of factors including speed, user experience,  personalized messaging, reliable security, and fully customizable content, native apps increase your customers’ connection with your brand, driving more engagement and conversion than a mobile web product ever would.

Survey: Multi-Location Brands Continue to Shift Digital Budgets to Local

David Card

Survey: Multi-Location Brands Continue to Shift Digital Budgets to Local

Many multi-location brands still find some traditional media more effective than most digital tactics and focus their digital efforts on the corporate e-commerce site or company branding. But an aggressive group of budget shifters are increasing spending across a variety of digital advertising and marketing vehicles, often with a local focus.

Top Lesson for News Sites in SF Innovation Tour: Identify Users and Win Them Over One by One

Tom Grubisich

Top Lesson for News Sites in SF Innovation Tour: Identify Users and Win Them Over One by One

Revenue was, naturally, very much on the minds of the 12 publishers, broadcasters, and other news media executives who took part in the Local Media Association’s June 2018 San Francisco Innovation Mission. But Jed Williams, LMA’s chief innovation officer, said the event focused on audience engagement.

Earn an A+ with Back-to-School Email Marketing

Bob Gaito

Earn an A+ with Back-to-School Email Marketing

Retailers, have you optimized your email marketing for back-to-school shopping? If not, it’s not too late—there’s still a huge opportunity to capture your share of this year’s lucrative season, with sales predicted to reach nearly $83 billion.

Mobile Coupons Are About to Overtake Paper—Here’s How Retailers Can Capitalize on That

Dan Slavin

Mobile Coupons Are About to Overtake Paper—Here’s How Retailers Can Capitalize on That

When participants in CodeBroker’s 2018 Mobile Coupon Consumer Research Report were asked just how quickly they would likely redeem a coupon they received via text message, 25% said they would use it within three days. That number grew to 60% when they were asked if they would use it within a week.

Why This Select List of Local News Providers Includes Only One Daily Newspaper

Tom Grubisich

Why This Select List of Local News Providers Includes Only One Daily Newspaper

A year-long study of newsrooms in the U.S. and Europe by two Danish journalists has singled out 16 local providers in the U.S. who are meeting the researchers’ main criterion: structural changes “to forge closer ties and stronger relations to their communities and audiences”—with a special focus on journalism over commerce, technology, and business models.

Does Google Really Need a Social Network to Succeed at Local?

David Mihm and Mike Blumenthal

Does Google Really Need a Social Network to Succeed at Local?

“The driving vision of Google’s entire local arc is to be able to give a single eyes-free answer to any query with local intent. Social features like reviews, Guides, business owner data, and Q&A are just the means to that end,” writes David Mihm in his biweekly column with Mike Blumenthal.

Performance Partnerships: A Better Way to Define Affiliate Marketing

Robert Glazer

Performance Partnerships: A Better Way to Define Affiliate Marketing

Performance Partnerships can only exist within a CPA model because the partners win and lose together. This isn’t the case with many of the other channels labeled as performance marketing. Performance Partnerships include everything that people want in their affiliate relationships and exclude all that is undesirable.

Why Local Media Firms Are Banking Big on Marketing Services to Grow Revenue

Tom Grubisich

Why Local Media Firms Are Banking Big on Marketing Services to Grow Revenue

In an under-the-radar move to grow their revenue substantially, local media companies are putting major resources into developing a broad suite of digital marketing services (DMS). Media companies make this pivot as B2Cs rethink their own marketing goals, aiming not just to reach potential consumers but to convert them into paying customers, closing the path to purchase.