News and Analysis
Mobile Madness: Roundup on Marketing Best Practices
Mobile has been a hot subject for the past year as marketers and technologists figure out how to map customer behavior and orchestrate marketing in the wake of Apple’s anti-tracking AppTrackingTransparency policy. In this roundup, experts on digital marketing and mobile weigh in on best practices for one of digital marketing’s most important devices.
Redefining Mobility Data in a Privacy-First Era
Mixing engagement data with app ownership, brand marketers are redefining the term mobility data for a new era and discovering better ways to overcome the data collection obstacles created by privacy regulations.
How Brick-and-Mortar Stores Are Transforming for an Omnichannel Era
I connected with Nikki Baird, VP of strategy at Aptos Retail, to discuss how retailers can succeed in the era of omnichannel shopping.
Commentary
The Privacy Movement Is Not (Just) About Privacy
Privacy has been slipping away from us since before then-CEO of Sun Microsystems Scott McNealy said we had none of it in January 1999. Americans still do not understand how companies use their data. While that is a transparency issue incumbent upon businesses to fix — and legislation will to some degree remedy it — I think it more likely than not that Americans will continue to hand over their data to Amazon for two-day delivery and Google for the sleekness of search. What we typically conceive of as privacy itself — concern about how much of our information companies possess — is not the factor that will turn the tides on company practices and legal standards.
How Engaging Online Games Can Shape Your Rewards Program
My experience managing product for both the “Farmville” and “Words With Friends” franchises at Zynga afforded me critical insight into the lessons smartphone games offer marketers looking to engage with and create loyalty among all types of people.
Today, there’s a smartphone game for everyone. Regardless of topic, most games tend to follow a few basic principles that are critical to keeping people entertained, attracting attentionm and incentivizing players to return. Using these same principles, marketers can create campaigns that are more engaging, effective, and enjoyable for the consumer.
Channels Are the New Citations
Enter Phase Three. As my column’s title suggests, I would argue that the old concept of citation building has largely lost its relevance, and that thinking of the local network as a system of channels — parallel, somewhat independent sources of consumer traffic — is a more appropriate paradigm for where we are now.
In all, there are approximately 10 independent sites and site categories that together make up the primary channels where any business should be well represented in order to be competitive.
Latest Posts
Selling to Multi-Location Brands: Streaming Video Is On the Rise
Suppliers of local marketing technology and services should move streaming video up on their priorities lists and help their brand customers apply it effectively.
Street Fight Daily: Brands Demand Video Strategies, Scandal Doesn’t Affect Facebook Use
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Selling to Multi-Location Brands: Streaming Video Is On the Rise… Poll: Three-Quarters Facebook Users as Active or More Since Scandal… Volvo Cars to Come With Google Assistant, Maps Built In…
Your Voice-First Future is Here
Digital giants are forging a path to every consumer, looking to win a home automation arms race. You, too, should be considering how to connect in new ways with your customers because voice and speech recognition are ready for prime time.
SMB Index: Local Stocks See Solid Gains in April
April marked another volatile month in the public markets. But it was a relatively strong month for local stocks, as the SurePath SMB Index was up 2.8% in April, topping all major indices.
The Bifurcation of the Local SEO Services Market
“The changing nature of search and the increasing localization are making “traditional SEO” harder, more expensive, and less productive of ROI, and that should lead every agency to assess what they are delivering and to whom,” Mike Blumenthal tells David Mihm in their latest biweekly column.
Street Fight Daily: How Agencies Can Adapt to SEO Market Changes, Amazon Preps Alexa for Brands
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… The Bifurcation of the Local SEO Services Market… Amazon Is Finally Cashing in on Alexa… Facebook Weighs Ad-Free Subscription Model…
Raise Report: BigCommerce, Poq, SoundHound Secure New 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 Uberflip, Cera, Pusher, and Rocketrip.
LBMA Podcast: RetailLoco, Adsquare, PlaceIQ, Bluedot
On this week’s podcast from the Location-Based Marketing Association: A RetailLoco Recap, Adsquare’s Footfall, PlaceIQ + IRI, Bluedot raises $5.5M from TransUrban, Waze + Carto, Amex ends Plenti, DAC Group launches ConvergenSEE.
Survey: 72% of Shoppers Use Online Reviews to Judge Local Businesses
A survey by Netsertive found that 72% percent of consumers use online reviews to evaluate local businesses and eight-in-10 always research big items online before making their purchases in-store.
Street Fight Daily: Instagram Creeps Into Payments, Reviews Shape Local Offline Purchases
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Instagram Quietly Launches Payments for Commerce… Augmented Reality Heading to 3 Billion Devices, $85 Billion in Revenue… Yelp’s Chad Richard on the ‘Decentralization’ of Reservations…
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