News and Analysis
Think National, Speak Local: Why Content Localization Drives Brand Trust
Brands earn attention when they sound like they belong. For national organizations, that sense of belonging doesn’t happen by accident. Content localization is the bridge between a big brand promise and a personal, community-level connection. It’s how a national healthcare message resonates in a small-town clinic, or how a nonprofit mission becomes a topic of […]
Turning Reviews Into Intelligence: How Agencies Can Unlock Multi-Location Insights
For agencies managing multi-location businesses, reviews are no longer just a ranking factor or a measure of reputation. In today’s AI-driven local search ecosystem, reviews have evolved into a rich source of actionable intelligence — a tool that agencies can use to uncover operational issues, inform marketing strategies, and fine-tune brand messaging across locations. Treating […]
Short-Form Video Surges Beyond Social, Study Finds
Pity Jeffrey Katzenberg, the Hollywood mogul whose Quibi, a mobile-first video service, was way ahead of its time. The idea was to serve short-form video less than 10 minutes in duration to people as they were waiting at the bank, the post office, the doctor’s office or anywhere else where they might have a few […]
Commentary
Streets Ahead: GBP Data Glitch, Google Supercharges Search, Instagram Tests Insights
In this week’s Streets Ahead update, SOCi discusses a recent Google Business Profile (GBP) glitch, Google supercharging search with AI and Instagram testing frame-level insights. Google Business Profile Glitch Skews Local Search Impression Data The News Local SEO professionals began raising red flags in late June after noticing significant drops in impression metrics within Google […]
The Subscription Economy: MULO Businesses and Recurring Revenue Models
As the CEO of Cinch and someone who partners closely with leading multi-location brands, I’ve seen firsthand how rapidly the business landscape is changing. Lately, one trend stands out above the rest: the rise of the subscription economy. More than a passing fad, subscriptions are reshaping how brands engage customers and drive sustainable growth. In […]
Streets Ahead: ChatGPT for Search and Google Local Ranking Guidelines
In this week’s Streets Ahead update, SOCi discusses ChatGPT becoming a mainstream search tool, Google revising local search ranking guidelines and updating Business Profiles with social links. Adobe Study: 77% of Americans Use ChatGPT for Search The News A recent Adobe survey of 800 consumers and 200 marketers reveals that ChatGPT is becoming a mainstream […]
Latest Posts
Captify and Adalyser Partner to Bring Search Intent Data into TV Ad Targeting
In a move that reflects broader shifts in how advertisers approach TV media buying, Captify and Adalyser have announced a partnership designed to integrate search intent data into premium TV advertising campaigns. The collaboration brings together Captify’s real-time search behavior signals and Adalyser’s ActiveVoice Store, a self-serve platform offering access to major broadcaster inventory such […]
The MULO Dozen: June in Review
Let’s take a look in the rear-view mirror of June and glimpse at some of the most significant developments in the MULO (multi-location) retail, restaurant, service, c-store, and hospitality ecosystem. Of course, the most significant announcement this spring was the reveal of our first round of inspirational speakers at Street Fight LIVE 2025! Here are […]
Looking for New Growth Strategies? Look at C-Stores!
Convenience stores (C-stores) are no longer just a lowly truck stop or much-needed bathroom break along a highway. These retailers are a prime example of a category that has “blurred the lines” across MULO (multi-location) categories — retail, food, and service. They have incorporated technology and loyalty programs (and even online merch sales) into their […]
Kevel Launches AI-Powered Kevel Console to Transform Retail Media Campaigns
Retail media continues to evolve rapidly, with growing demands for automation, cross-channel efficiency, and deeper audience personalization. Last week, retail media technology provider Kevel announced the launch of the Kevel Console. This AI-powered, self-service platform is built specifically for retailers, marketplaces, and publishers seeking greater control, speed, and performance from their media networks. Kevel Console […]
WiRL-ing with Satyne Julianna Doner
Although technology is booming, human connections remain extremely valuable in the MULO (multi-location) restaurant world. A whopping 77% of restaurant operators say that talent acquisition and retention are significant challenges. Associate Editor Satyne Julianna Doner recently gathered a group of executive women in the MULO (multi-location) restaurant industry to discuss their career paths and how to foster […]
Hatch Urges People to ‘Escape the Algorithm’
A Boston-based agency known as Hatch has come up with a tagline for a local museum’s campaign that may well be a healthy approach to life itself: “Escape the algorithm.” For the purposes of this local outdoor campaign, which began its run in the greater Boston area in 2024, the work is in support of […]
How AI May Win Prime Days in 2025
When Amazon launched its Prime Days concept, it was a true novelty. After all, who doesn’t want deals, especially those that come up unexpectedly? This year, Amazon has expanded Prime Days to four full days (July 8th to 11th) and has already begun spending on pre-promotion awareness ads. Amazon spends approximately $20B on advertising annually, […]
What the Rise of AI Shopping Means for the Future of Marketing Strategy
A shift is underway in the world of digital commerce and media, and its implications go far beyond channel optimization or creative placement. Publishers and marketers alike are beginning to recognize the transformational potential of AI-powered shopping agents, not just as a user interface, but as a new ecosystem altogether. We are no longer just […]
B-to-B Takes on Cannes
Cannes Lions claims to be the world’s largest gathering of the advertising and creative communications industry. Agencies, CPG brands, and related companies have long made the trip to France to connect, accept awards, party, and (of course) brag on social media that they attended. This year, we saw many B-to-B companies cross the Atlantic to […]
The Rise of Partner-Led Marketing
Impact.com is a commerce partnership management platform that is increasingly bullish on partner-led marketing, which is the development of communities around brands to drive revenue. Best Buy is a notable success in this endeavor for Impact.com but the platform also welcomed 700 new clients to its customer portfolio, including New Balance, Hydrojug, and Monzo. Globally, […]
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