What are the latest developments in location-based advertising and marketing for large national brands? This question anchored the many topics we batted around with Location3 chairman Andrew Beckman on the latest episode of Street Fight’s Heard on the Street podcast.
As the media world continues to expand and fragment, services targeted at local businesses are likewise evolving into a more holistic set of marketing channels. A good example of that evolution can be seen at ThriveHive, as we discussed with the company’s newest member and longtime Street Fight contributor, David Mihm, on the latest episode of Heard on the Street.
Harry Dewhirst may be the real-life version of Dos Equis’ “Most Interesting Man In the World.” President of location intelligence company Blis, he holds no permanent residence, dynamically bouncing among Airbnbs and hotels, including the undisclosed location in Singapore where we reached him for the latest episode of Heard on the Street.
“As an entrepreneur, they always say you have to be gritty and tough, and the world’s going to kick you in the teeth, and you have to keep going and persevere,” said Gravy Analytics founder and CEO Jeff White, our latest guest on Heard on the Street. “But sometimes that comes at the expense of having a vision that’s blinding. So you can’t not take your head up and realize, we may be off course.”
How are multi-location businesses shifting their local ad spend? What do Apple’s latest mapping moves mean for local search? And what’s Amazon’s master plan for advertising and commerce? These are a few of the topics we bat around in an analyst roundtable for the latest episode of the Heard on the Street podcast.
Word of mouth has been a leading form of local marketing for more than a century. But in a digital age, the name of the game is harnessing it by combining “IRL” chatter with the power of software and network effect. This is the bread and butter of Broadly, whose CEO and founder Josh Melick is our latest guest on our podcast Heard on the Street.
One of the imperatives for fledgling sites with hyperlocal aspirations that NextDoor co-founder and chief architect Prakash Janakiraman points to is dedicated focus on neighbor-to-neighbor communications and engagement. Though not as big or culturally embedded as Facebook, Instagram, and Twitter, NextDoor is exclusively devoted to local community interaction.
How do you bring brand-like programmatic advertising to local advertisers who spend less than $4 per day? It takes good software and partnerships to hit the sweet spots of automation and customization, according to Simpli.fi co-founder and CEO Frost Prioleau, our latest guest on Heard on the Street.
What do you learn from going through two major tech acquisitions? It’s all about having a firm strategy, says Affinity X CMO Lynn Tornabene, our latest guest on Heard on the Street. In Tornabene’s varied career leading projects at top tech firms, M&A lightning struck twice—at DoubleClick (acquired by Google), then Quattro Wireless (acquired by Apple).