News and Analysis
As Retailers Ramp Up Social Responsibility Efforts, Consumers Focus on Prices
ENGINE found that consumers are preferring to make less frequent, larger trips for everyday household items. Walmart and Amazon came in as the two most popular retailers among consumers shopping for everyday items.
Yelp Launches Request a Call to Connect Local Service Providers and Customers
Yelp announced this morning Request a Call, a feature that will allow customers to easily submit a request for a call to local service providers. The feature represents Yelp’s acknowledgement that there is still too much friction in the local services customer experience and that listings and review sites can help.
Aircam Pioneers Local Solution for Visual Search
The Rifkin brothers, who also co-founded Burstly, the company behind the mobile app-testing service TestFlight, found a way to pivot by turning their live event marketplace into a geofenced event photography business that offers local semantic photography solutions at scale.
Commentary
The Power and Shifting Meaning of Local
Urban, suburban, and rural residents have different shopping habits in their “local” areas. Many marketers are investing in mobile location-based ads — BIA/Kelsey predicts US spending will top $26 billion this year — yet as a retailer your goal isn’t just to reach consumers but to connect with them by acknowledging their different perspectives.
Talking to your customers requires a customized strategy that prioritizes location and takes their everyday lives into consideration. Harnessing the power of local starts with knowledge: where your customers live, what they want, and how to deliver it on behalf of your brand.
LBMA Vidcast: Location-Based Innovations from Nordstrom, Lyft, WeChat
On this week’s Location-Based Marketing Association podcast: Republican campaign using beacon-enabled lawn signs, &Pizza + Lyft, WeChat battles fake GPS data, Nordstrom will deliver food to you in store, Jägermeister summons “Darke Spirits”, Chick-Fil-A launches dine-in mobile app.
Now More than Ever, Local Strategy Differs by Vertical
The putative benefits of competing in vertically oriented channels come at a greater cost than was the case when GMB provided a unitary platform for all industries. Simply put, Google is serving the specialized needs of price-conscious travelers or those who want greater assurances when hiring a service professional, and in so doing, the company is creating additional channels to generate revenue through ads. More and more businesses will have to get used to spending their way toward greater exposure to their desired audiences — which is only odd in light of the fact that so much of local marketing has historically been organic in nature.
Latest Posts
Street Fight Daily: Amazon Slays Brands, Marketers Lose Track of Social Campaign Data
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon Ruthlessly Undercuts Brands With Its Low, Private Label Prices… Survey: Social Advertisers Missing Critical Components in Data Ownership… Ad Tech Execs and App Marketers Doubt Apple Can Sell Ads Without Data Collection…
Raise Report: Influential, Stensul, Urban Airship Secure Fresh Funding
Every two or three weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes funding for Tiller, Talentry, NYIAX, and Ritual.
LBMA Podcast: VRstudios, McDonald’s, Snapcodes & Cargo
On this week’s edition of the Location-Based Marketing Association podcast: VRstudios, Fysical Technologies, City of Sacramento, Snapcodes + Cargo, McDonald’s, Cirque du Soleil + Ivanhoe Cambridge. Special guest: Karl Swannie – Echosec.
Openings and New Hires at Chatmeter, AffinityX, and Gravy Analytics
Every two weeks, Street Fight rounds up some of the latest hires and new openings in the hyperlocal marketing, tech, and media industries. This week’s roundup includes hires and openings at Yes Lifestyle, Observer Media, iSeatz, DialogTech, Blis, and Contently.
Street Fight Daily: Web.com Agrees to $2B Sale, Mobile Ad-Blocking Threat Grows
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Web.com Agrees to Tentative $2 Billion Sale… Mobile Ad Blocking Is Becoming a Bigger Threat… Apple’s Push Against Push Is An Opportunity for Advertisers…
As Brands Look Closer, Is Local News the Tortoise and Facebook the Hare?
“An interesting thing is that Facebook has been a leader for so long [that] it’s become oversaturated on the buy side, and prices are going way up. There’s an opportunity for other vendors who can provide similarly granular audience information to seize some of that market share,” says Kitewheel CEO Mark Smith.
Street Fight Daily: Self-Service DSPs for SMBs, Local Media As Alternative to Ads on Facebook?
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Ad Tech Abandoned the SMB Market… Amazon Prime Wardrobe Launches to All U.S. Prime Members… As Brands Look Closer, Is Local News the Tortoise and Facebook the Hare?…
Topgolf Inks Deal with Vistar to Bring Programmatic to In-House Screens
As of today, Topgolf will be working with Vistar to integrate a full ad serving digital signage suite, where inventory will be available through Vistar’s programmatic and digital-out-of-home (DOOH) exchange.
With SOCi Partnership, DexYP Brings Enterprise Social Media Management to SMBs
In a move that could have ripple effects across the local marketing community, DexYP is partnering with the social media management vendor SOCi to bring enterprise social media management to the small and mid-size business market.
5 Tips for a Successful Mobile Coupon Strategy
Mobile coupons create a sense of urgency, helping retailers drive short-term spikes in revenue and presenting marketers with new opportunities to collect data, track usage, and laser target the right customers. But how do you build a successful mobile coupon strategy?
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AI Won’t Fix Advertising – It May Scale Its Chaotic Nature