Street Fight Happenings

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Street Fight’s March Theme: Pursuing Privacy

Following last month’s theme of “Disrupting Retail” we shift attention in March to “Pursuing Privacy,” a look at the shifting world of location data and internet tracking.

Street Fight’s February Theme: Disrupting Retail

We’re focusing Street Fight’s February coverage on the tech disrupting retail. Curbside pickup, AR, and more are transforming retail as we head into 2021.

Street Fight’s January Theme: Turning the Page

During the past few years of that stretch, we’ve segmented our monthly coverage into themes, as you may have noticed. Flowing from last month’s theme of “Leaving 2020” — a retrospective analysis — what better way to ring in a new year than to focus on what’s to come in the next year?

Theme of the Month

Broadening Local: Expert Roundup

A trio of local search experts expound on the latest in the industry. Claire Carlile proposes Google My Business as a CMS and covers how businesses should approach the channel; Miriam Ellis explores the increasingly blurred lines between different categories of sites and businesses; and Damian Rollison delineates the major trends shaping the trajectory of local search, especially on Google.

5 User-Generated Content Platforms for SMBs

As Google expands the local search experience to encompass more aspects of the customer journey, user-generated content is coming into play as one of the most important ranking factors for small and mid-size businesses.

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.

Latest Posts

Cidewalk Expands to Bring Mobile Marketing to Local Businesses Overseas

In response to growing demand for digital marketing services outside the U.S., Cidewalk is extending its platform reach to cover all countries. CEO Venkat Kolluri says the decision to expand globally was made in response to the growing demand from businesses for lightweight, easy-to-use digital marketing channels to target consumers online at any location.

OOH Advertising Strategy is Evolving with Measurement Advances

OOH may appear to be the antithesis of the efficiency- and measurement-obsessed norms of the digital advertising era: one-to-many and not easily attributable. But the channel is evolving, becoming easier to measure and to strategize around thanks to technical breakthroughs.

LBMA: Etsy Launches a Virtual AR Showroom

In this episode of Location Weekly, the Location-Based Marketing Association covers Uber Eats rolling out pumpkin delivery in 3 cities, Lancome debuting a virtual pop-up store in the UK with ByondXR, Reveal Mobile acquiring MIRA, Kantar and Route joining forces on OOH measurement, and Esty launching a virtual AR showroom with The Etsy House.

Stop Flying Blind: Why Closed Feedback Loops Matter More Than Ever

These changes have a lot of marketers feeling like they’re flying blind, but you don’t have to stay lost in the fog. Instead, you can use automated surveys to take your customers’ pulse, establish a solid baseline, and execute a closed-loop feedback strategy to continuously improve. This approach will give you the key metrics you need to consistently deliver a great customer experience in three steps.

Innovation Brief: Amazon, Twitch & Facebook

Street Fight’s Innovation Brief series aggregates and analyzes happenings from across the technology and media spheres. This week, we look at Amazon’s robotic endeavors, Twitch Paid Boost, and Facebook’s latest controversies.

Fast Brings New Headless Checkout Capabilities to Live Events

Buyers can purchase a seller’s product in one click, directly from a Fast Checkout button on a review page, an email, or another digital avenue. That means Fast’s new headless checkout system could be a big payday for certain digital publishers and bloggers as well as live events.

Reveal Mobile Acquires OOH Location Intelligence Startup Mira

The acquisition creates what Reveal describes as the first ad tech SaaS platform to provide attribution reports for online-to-offline, offline-to-online, and offline-to-offline marketing campaigns. The company will be bringing Mira’s entire team onboard.

Bluefin Wants to Devalue Your Data

For those not in the know, talk of a company wanting to devalue their company’s data might inspire fears of ruthless competitors coming to steal a precious resource. But in fact, Bluefin, the company whose core mission is devaluing data, does not want to steal your information; it wants to shield your data from that very outcome.

What Becomes of Brand Identity in a World of Changing IDs?

Branding is in the eye of the beholder. Or, as Al Ries and Jack Trout’s classic marketing text Positioning, the Battle for your Mind puts it, a brand’s positioning is the space it occupies in the mind of the prospect. Decades of the world’s best marketing leaders and agency pros have rallied around this definition. If it’s true, what happens to measuring brand identity and positioning with the dramatic shift in one of the best attribution tools marketers have ever known?

How Human-to-Human Marketing Can Counter the Labor Shortage and Drive Q4 Growth

In times of economic uncertainty, local communities look to support their own, ensuring businesses stay open and neighborhoods stay strong. What most brands miss is that they are a legitimate part of the community fabric and can leverage their place in that fabric as a marketing and sales asset.