Same-Day Delivery: The Linchpin in the Battle for the Last Mile of Commerce
Consumers are more impatient and time-starved than ever. At least that’s the impression one could derive from the seemingly unending string of same-day delivery announcements from major retailers, restaurants, convenience-store chains, startup enablers, and technology companies. The driving force behind their renewed focus on ever-shorter delivery windows: conquering the elusive last mile of commerce.
Better Use of Data Could Dramatically Alter Local Digital Sales
Data is a core principle of digital marketing today, yet when it comes to local, big data has not penetrated very deeply where the sales process is concerned. All of that is about to change with the appearance of multiple companies trying to put data at the center of the way digital marketing is presented and sold to local businesses.
Did Apple Just Solve Deep Linking?
One of the coolest things to come out Apple’s September product event was 3D Touch, which lets users indicate levels of intent based on how hard they press apps and links. Beyond the gadgetry of 3D Touch, one thing hasn’t been said: This is essentially deep linking, an area that will be a key battleground in local. 3D Touch could preempt the deep linking dilemma by peeking deep within other apps — a lighter and more elegant solution I’m calling “deep previewing.”
How the Marketing of SMB Marketing Services is Evolving
The marketing of digital marketing services was once built on guarantees of leads, new customers, clicks, and the like. But when it comes to promoting small and medium-sized business (SMB) marketing products and solutions, the rhetoric and tactics have shifted. The new direction is more consultative and driven by content.
Executive Survey: What’s Hot and What’s Not in the Connected Local Economy
Preliminary results from our forthcoming executive survey suggest that industry players are investing the most in mobile, followed by data and analytics. Respondents indicated that mobile marketing and managing company websites were the biggest challenges for local merchants, along with SEO and listings management. More complete survey results will be revealed at our upcoming Street Fight Summit in New York City.
The Not-So-Low-Hanging Fruit: Why the Local Market Remains Elusive
“The great challenge of winning the local market boils down to balancing sufficient reach and scale with specificity,” writes Noah Elkin, who is joining Street Fight today as managing editor. “It turns out thinking globally and acting locally isn’t always easy — as a consumer or a marketer.”
Will Mobile Search Dethrone Google?
Why would Google’s market leadership be vulnerable to mobile search incursion? Innovation in search can occur at the user experience level, the core indexing and ranking algorithms, and the business model and ecosystem that supports search. Each of these faces potential mobile disruption.
Why Mobile Could Make or Break Your Back-to-School Campaign
The school year is right around the corner, which means that back-to-school shopping is already in full swing. Aside from the holidays, back-to-school is the second-largest selling season, so if retailers are not participating, they’re missing out. To be successful this school year, you need to know what trends are affecting how consumers are finding […]
INFOGRAPHIC: The Complex SMB Marketing Ecosystem
As the head of digital strategy for a broadcaster operating local TV stations, I’ve been challenged to clearly understand the digital marketing space from an SMB perspective. So I’ve developed a chart, both to enhance my understanding and to assist SMBs in identifying potential suppliers.
Why Online Marketplaces Will Continue to Beat Word-of-Mouth Platforms in the Battle for Local Business
People seek the opinions of their friends. They care what they think, and they trust them to make recommendations on everything from a good meal to a good mechanic. It’s word of mouth marketing — the most prized of its kind since the Stone Age. And its staying power undeniably supports the rationale for a […]
What Local Marketers Can Learn From the Trials of Google Plus
With Google’s recent announcement that Google Plus will be decoupled from YouTube and other services, industry watchers are predicting that this may be the beginning of the end for the social network. Here are a few lessons a local marketer might learn from the social network’s challenges.
How SMBs Can Respond to the ‘Uber Effect’
If the past 15 years have taught us anything, it’s the resilience of brick-and-mortar businesses. Effective enterprises sense and respond to change by incorporating new technology and business models while relying on their distinct advantages, such as face-to-face service and distinctive ambience.
Editor’s Take: The Apps vs. Browser Debate Is a Distraction
The venerable apps vs. mobile web debate continues to rage on but it is largely a distraction for local merchants. Business owners do need to understand the changing media landscape to make the most effective possible use of their limited marketing budgets, but their time and their dollars are better spent on marketing fundamentals rather than investing in the increasingly difficult and crowded race to acquire, retain, and monetize app users.