Street Fight Happenings

Street Fight’s June Theme: Mapping the Future

The new month signals that it is also time for a fresh Street Fight editorial theme. As these themes often reflect the macro environment, we’ve chosen one that’s endemic to (renewed) physical-world interaction: mapping. We’ll see increased usage of mapping tools as consumers emerge from their homes and return to the pastimes of local commerce. 

Street Fight’s May Theme: Payment Power

This month, we change focus to payment innovations with a theme we’re calling Payment Power. Most digital marketing aims, however indirectly, to drive transactions. But what a transaction looks like is rapidly evolving today, and that’s true not just of the technologies that power the point of sale but also of the way brands and retailers are leveraging the point of sale itself to increase revenue, collect data, and differentiate themselves from the competition. The upshot is that payments are powerful, and this month, we investigate the innovations driving that power.

Street Fight’s April Theme: Targeting Location

When huddling to determine April’s focus, it was evident that one topic flows naturally from March’s privacy theme: location targeting. Indeed, among all of the subdivisions of privacy reform, location-based data collection is one of the most sensitive. And it’s where many data collection restrictions will focus, such as Apple’s iOS location tracking notifications.

Theme of the Month

September Theme: Broadening Local

Street Fight covers the whole of digital marketing, but our roots lie in local search and media, and we’re returning there this month with a focus on what we’re calling Broadening Local.

Why More Brands Are Bringing Data Intelligence In-House

Despite implementing many of the same technology platforms and marketing strategies as they did in early 2020, retail brands today are shifting their approach and bringing more data intelligence solutions in-house. The strategy is part of a larger emphasis on first-party within the brand marketing community, particularly as personalization techniques grow more advanced and privacy changes make targeting harder.

Ad Tech Isn’t Dying amid Privacy Changes. It’s Transforming

The types of adtech companies receiving funding will shift. Winning the post-cookie identity race offers an enticing multibillion-dollar opportunity. Anxiety is high among publishers and tech firms around profound change happening quickly. But companies have been preparing for this day for years, and have devoted extensive time, research, and resources to developing next-gen solutions.

Latest Posts

How to Strike a Balance Between Personalization and Privacy in Marketing

So, how does one strike the perfect balance between personalization and privacy in terms of marketing? On the path to personalization, there are a couple of key things that businesses should focus on.

Google Local Search Trends II: Verticalization

This is the second in a series of four articles covering the themes behind many of Google’s recent local search feature releases and interface updates. In the first installment, I discussed Google’s increasingly personalized or customized search results, marked by content pulled from GMB profiles, the business website, and Google users, and matched to specific queries so that each SERP is unique. In this second installment, I’ll be talking too about interfaces that differ according to what you’re searching for, but in this case the differences are verticalized.

QR Code

Could QR Code Menus Pose a Risk to Merchants?

Tableside QR codes have nearly eradicated germy menus, but they may have opened the door to a new threat that businesses didn’t see coming: data fraud.

How Not to Grow Your Brand’s Social Following

While establishing your brand across multiple social media platforms is an investment, in both time and resources, it’s typically at a lower cost than almost all other marketing tactics. The key to success, of course, is to use it correctly. Social media cannot and should not be an afterthought: To realize the full value of this game-changing tool, companies should make it a priority—and stay active.

Convenience Stores Adapt Marketing Efforts for EV Era

The market for electric vehicles is growing steadily, with automakers like Tesla, Ford, and VW helping to boost demand across much of the country. As consumer habits in the auto industry evolve, and the share of fossil fuel-powered cars on the road decreases, gas stations and convenience stores are adapting their marketing strategies for a new electric-first future.

GoDaddy’s Marketing Planner Helps SMBs Prepare for Holidays

The holidays are still months away, but GoDaddy is betting that more small and mid-size businesses will be taking a proactive approach and starting their seasonal marketing campaigns earlier this year than in the past. The company recently launched a new marketing planner designed to make it easier for businesses to keep track of holidays and promotional opportunities.

Hey, Siri! 7 Copywriting Techniques To Optimize for Voice Search

There are almost 40 million voice-first devices in homes across the US. That’s a whole lot of families asking Siri, Cortana, and Google questions. We’ve broken down a list of seven copywriting techniques to optimize your content and/or copywriting for voice search.

A Vertical-by-Vertical Look at the Digital Ad Revenue Rally of 2021

Much of the post-Covid digital ad recovery can be attributed to a general shift from the physical to the digital world as a result of global shutdowns. The continued success, however, is a bit more nuanced. Let’s take a vertical-by-vertical look at digital ad spend trends.

LBMA: Talon and MadHive Link DOOH and OTT audiences

In this episode of Location Weekly, the Location-Based Marketing Association covers Facebook rolling out birthday gifting, India’s Neareo releasing a suite of tools for digital engagement, Talon and MadHive partnering to link DOOH and OTT audiences, and Singapore’s Cellarbration using government digital IDs to verify alcohol purchases from vending machines.

blockchain

Contextual Advertising Is Not Replacing Behavioral Ads. It’s Enhancing Them

Advanced Contextual does not see contextual ads as at odds with behavioral. Rather, the company wants to add a layer of contextual intelligence to the open exchange, guiding all advertising going forward.