News and Analysis
How Advertisers Can Work with Local Publishers to Connect with Communities
Fun fact: Street Fight started out as a publication covering local media, less so martech and localized marketing. This interview is where the two come together: how national or even global advertisers can partner with local publishers to develop targeted, location-based messages that resonate.
Why Retailers Are Struggling to Deepen Customer Relationships in 2022
Although 73% of decision-makers believe digital capabilities in physical locations—such as QR codes, self-checkout, and contactless payments—are more important now than before the pandemic, seven in 10 rated their organization’s ability to provide seamless customer journeys across digital and physical touchpoints as “average,” “fair,” or “poor.”
Commentary
How CPGs Can Score a Touchdown This Fall by Emulating Spiked Seltzer’s 2019 Summer Splash
In a way, local football fandoms are microcosms for the communities they represent. Each franchise fandom possesses a deeply rooted culture — the kind of loyalty and camaraderie marketers strive to inspire among their own consumers. From high school matchups and college games to the national stage and beyond, the opportunity to tap into local sports to forge meaningful connections with consumers is conspicuous. The strategies and tactics to go about creating those connections, though, is far from obvious.
To home in on a seasonally relevant, hyperlocal strategy for tailgating and football, brand marketers can look to the strategies hard seltzer brands implemented that resulted in the overwhelming successes of the past summer.
Google’s Fitbit Purchase: Peek into Next-Level Local Dominance and Healthcare Hacking
Prescriptions by Google, then? The company indeed lacks Amazon’s delivery capabilities but has a stranglehold on search and therefore on consumers’ connections to local businesses. It is not hard to imagine a world in which Google appears to keep its privacy promise by refusing to sell ads directly based on Fitbit user data but still capitalizes on the data by using it to connect Fitbit users with local health care service providers, pharmacists, and even gyms. That would just constitute one more way Google is edging out the digital middlemen that once closed the loop from Google search to a local service provider.
Defining Your Purpose: 4 Ways to Optimize Purpose-Driven Marketing
Ultimately, ensuring the success of purpose-driven campaigns comes down to building meaningful connections using all the technology, data, and creativity at one’s disposal to reach the elusive double bottom line. Here are four tips that can help marketers tap into data and technology to optimize their purpose-driven campaigns:
Latest Posts
Why Local Media Firms Are Banking Big on Marketing Services to Grow Revenue
In an under-the-radar move to grow their revenue substantially, local media companies are putting major resources into developing a broad suite of digital marketing services (DMS). Media companies make this pivot as B2Cs rethink their own marketing goals, aiming not just to reach potential consumers but to convert them into paying customers, closing the path to purchase.
Street Fight Daily: A Major Ruling on Online Reviews; Local Publishers Bet on Marketing Services
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Yelp Can’t Be Forced to Take Down Allegedly Libelous Reviews… Amazon’s Will Supersize Its Second Grab-and-Go Grocery Store in Seattle… Programmatic Guaranteed: A Chance to Rethink Publisher Growth…
Street Fight Daily: Brands Unsettled by Drama at Facebook; IPG Buys Acxiom Marketing Solutions
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Brands More Skeptical of Facebook than SMBs in Wake of Controversies… Acxiom Marketing Solutions Group Sold to IPG; Future of Its SMB Listings Unclear… Gmail App Developers Have Been Reading Your Emails…
Kroger’s Efforts to Connect Online & Offline Experiences Set Standard for Supermarkets
In order to find out more about how the ambitious digital efforts of America’s largest supermarket chain are boosting Kroger’s bottom line, helping the company exceed analyst expectations with a $2 billion profit on revenue of $37.5 billion, we spoke to Ed Kennedy, senior director of commerce at the global software firm Episerver.
GateHouse Media Shows How Media Orgs Can Offer Value for SMB Advertisers
“Most newspapers and Yellow Pages (and Yelp?) are basically ad-selling machines. GateHouse, in selling HR, IT, and financing services as well as digital services, understands that once you know how to sell one service, you can sell (or more likely upsell) any service. It’s critical for legacy organizations to bite the bullet and figure out services,” writes Mike Blumenthal.
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