How New Location Data Tools Are Making Attribution a Reality
The future of retail and attribution is evolving quickly and allowing brands for the first time to have a better understanding of how effective their advertising is. While the search for in-store attribution is at the top of the every marketer’s wish list it’s important that all know the strengths and weaknesses of each methodology.
Research Roundup: Comparing Franchisees and Independent Professionals
Comparing some surveys focused at opposite ends of the local small business spectrum — franchise operators and self-employed professionals — it feels like, though the industry is selling these groups the same marketing and commerce technology and services, the two segments are more different than similar.
Tried and True Marketing Tactics SMBs Can Borrow From Premium Brands
Many small-but-growing businesses have a multi-store operation and a dynamic online presence, but simply can’t afford the custom-built, integrated retail and ecommerce systems that keep a premium brand’s customer experience tight and consistent. Here are some tactics they can employ to hack that problem.
Why It’s Too Early to Go All In on Virtual Assistants
As the so-called customer journey takes new twists and turns, tech companies and agencies should help local businesses and brands differentiate themselves via user experience. Catering to virtual assistants might seem to be the path towards that goal. But it’s probably too early to make huge bets on these technologies.
Google’s Pragmatic Approach to the Truth, and Its Pitfalls
If enough people believe something, should Google consider it to be true? In a world where questionable news is very popular, it’s not so surprising that Google’s logical assumptions might sometimes produce unexpected results. After all, trustworthiness at root is a matter of how many people are willing to trust you.
Survey: Merchants Gain Social Media Sophistication, Rate it Most Effective Tactic
Over the past several years, Street Fight has seen these local merchants shift their marketing budgets away from traditional media like newspapers, print Yellow Pages, and local broadcast towards digital marketing and media. That trend continues in a new survey that we conducted earlier this year.
The Coming Polarization of the SMB Software Market
Strangely, despite the size of the opportunity you don’t find too many SMB companies in most VC portfolios. You see plenty of consumer and enterprise-focused startups, but much fewer on the SMB side. The reason for this is that it’s “hard” for companies serving SMBs to grow at the rate that can deliver “venture” returns.