Commentary | Street Fight - Part 3

3 Tips for Managing Local Services Ads

Joy Hawkins

3 Tips for Managing Local Services Ads

Google expanded Local Services ads to the San Diego area in November 2016 and has been rapidly expanding this platform across different verticals and markets in the USA over the last two years. If you’re considering running Local Services ads, here are three things to know before getting started.

How to Build a Quality SMS Subscriber List, Bridging the Gap Between Text and CRM

Dan Slavin

How to Build a Quality SMS Subscriber List, Bridging the Gap Between Text and CRM

Imagine a marketing tool that is available to you that nine out of 10 targeted people will read within three seconds. For retailers and marketers to take full advantage of SMS marketing, plans must start with building quality contacts. This is the starting point to build an effective bridge between text and CRM.

Marketers Need to Know the Truth About GPS

Thomas Walle

Marketers Need to Know the Truth About GPS

The imperfections of location-tracking tech do not mean that all location data derived from GPS satellites is inaccurate or useless as a marketing tool. It just means that marketers need to better set their expectations, know the data they are buying, and factor the limitations into their partnership agreements and marketing plans.

Who Will Own Your Augmented Reality?

Mike Boland

Who Will Own Your Augmented Reality?

Questions about AR ownership will be particularly contentious wherever money is changing hands, such as in AR advertising. Courts will face questions such as ownership of digital ad inventory when there are AR overlays on private property (or on other ads). There could be similar gray area in retail & commerce.

Survey: Multi-Location Brands Warm to AI, See It as Most Useful for Email

David Card

Survey: Multi-Location Brands Warm to AI, See It as Most Useful for Email

Multi-location brands are almost twice as interested in exploring artificial intelligence for analytics as they were last year, according to Street Fight’s latest survey. But there’s a significant disconnect between their perception of what’s most useful about AI and what suppliers of local marketing tech and services think about that same question.

Facebook Takes a Stab at Local—Again

David Mihm and Mike Blumenthal

Facebook Takes a Stab at Local—Again

“As it stands, Facebook’s latest local effort is of academic interest but hardly seems a reason for businesses to actively re-engage with the free side of the social giant’s features. From a competitive viewpoint, it hardly seems the stuff of legend needed to take on the current local search hegemon, Google,” Mike Blumenthal tells David Mihm in their latest biweekly column.

Newly Launched Block Club Chicago (Out of DNAinfo) Goes a ‘Bit Old School’

Tom Grubisich

Newly Launched Block Club Chicago (Out of DNAinfo) Goes a ‘Bit Old School’

Last November, discount-stock-brokerage billionaire Joe Ricketts summarily shut down his DNAinfo operations in the Windy City and New York. But in a fast-paced reinvention, the DNAinfo/Chicago team has Kickstarted its way back onto the streets and into the neighborhoods with the June launch of Block Club Chicago.

Survey: Identifying Best Practices in Reputation and Review Management

David Card

Survey: Identifying Best Practices in Reputation and Review Management

Multi-location brands that use reputation and review management to manage local marketing and advertising are more likely to say that their marketing efforts are effective, according to Street Fight’s latest survey. Analysis of the survey identified several related strategies that correlated strongly with marketing effectiveness, including trying to respond to every review and working with a reputation specialist with its own technology.

As Local Search Enters the Voice Era, Three Content Channels Dominate

Damian Rollison

As Local Search Enters the Voice Era, Three Content Channels Dominate

You’re well covered today on the three top voice platforms if you have strong listings on Google, Apple, and Yelp. If you want to do even more, make sure your Bing listings are up to date for Cortana (note that Yelp reviews show up here as well), and submit your listing info to Here and Foursquare in order to be found in Samsung’s Bixby interface.  

DexYP (and Other Publishers) Transition to Digital, But Limited Revenue Suggests Bleak Long-Term Prospects

David Mihm and Mike Blumenthal

DexYP (and Other Publishers) Transition to Digital, But Limited Revenue Suggests Bleak Long-Term Prospects

“DexYP seems to be doing as many things right as one can expect from a huge Yellow Pages entity. But somehow they, and other publishers, need to transition to a more consultative higher-price point position,” David Mihm tells Mike Blumenthal in this edition of their biweekly column.

Local News Publishers Still Mired in Ad Fraud, New Pixalate Data Shows

Tom Grubisich

Local News Publishers Still Mired in Ad Fraud, New Pixalate Data Shows

According to new research from Pixalate, a cross-channel fraud intelligence company that works with brands and platforms to prevent ad fraud and improve ad inventory quality, about a quarter of all smartphone app video and smartphone app display activity is “invalid traffic” (the technical term for what is largely fraud).

Will Apple Help Assemble the ‘Internet of Places’?

Mike Boland

Will Apple Help Assemble the ‘Internet of Places’?

The AR cloud is the missing piece in the vision we all have for how AR should work. It’s the spatial map of the world that will let AR devices understand their surroundings. Taking this into account, the news that Apple is collecting its own data for Apple Maps may have implications for AR.