News and Analysis
New Hires: Mediaocean, Vibenomics, SKEEPERS
This Street Fight roundup features new hires in the spaces Street Fight covers: adtech, martech, e-commerce, localized marketing, location intelligence, and more. This month’s roundup features new hires at Mediaocean, SKEEPERS, and Vibenomics.
Opportunity In the Metaverse Isn’t Just About NFTs — It’s About Interactions
While there is certainly opportunity for brands to sell additional product in the metaverse—fashion retailers like Nike and Gucci are already working on developing pricing strategies for digital goods and services—branding experts believe the greatest long-term gains will be won through marketing approaches that focus on quality interactions and engagement.
Reputation Lands $150 Million to Power Reputation Experience Management
Reputation announced Tuesday morning that it has raised $150 million in fresh funding to power what it calls reputation experience management, or RXM.
Commentary
First-Party Versus Third-Party Data: What You Should Know
Using first-party data is a win-win. As marketers, you are fostering an ongoing relationship with your customers and prospects by better communicating and serving them. But there needs to be a strategy and long-term commitment. In a survey of US digital marketers by Advertiser Perceptions and programmatic agency MightyHive, respondents said they were, on average, tapping into just 47% of their company’s first-party data potential. It takes the right strategy and technological infrastructure in place to activate first-party data at scale.
Spotlight On: Creative Testing Best Practices for Q3 2019
User acquisition advertising is evolving rapidly. Every quarter for the last few years, either Facebook or Google has made significant changes to their platforms that make it more and more possible to automate user acquisition advertising. Because these changes are available to everyone, competition has increased. Any competitive advantage that third-party ad tech tools had given is gone.
The last thing the machines have not automated or started to automate – creative – ends up being a UA manager’s last competitive advantage.
This makes every aspect of creative vital to success.
The History and Value of Citations, or Citations are Dead, Long Live the Citation
Mihm to Blumenthal: Setting aside the fact that the vast majority of calls you receive from non-Google directories are from salespeople, if you’re paying for an expensive citation service with analytics, compare the non-Google numbers to your GMB Insights. It’s going to be a drop in the bucket.
It’s time that every brand, regardless of size, ask itself whether going beyond Google, Facebook, and maybe Yelp is worth paying any premium.
If a tree falls in the citation forest and no customers are there to see it, not only does it not make a sound, but Google doesn’t care that it fell.
Latest Posts
Amazon Rolls Out Free Whole Foods Deliveries for Prime Members in San Francisco & Atlanta
Further encroaching on one of hyperlocal’s oldest verticals, Amazon sent shivers down the spines of grocers in San Francisco and Atlanta on Tuesday, announcing it would begin delivering Whole Foods orders for free to Prime members in those cities.
SMB Index: Local Stocks Take a Hit in February
In a turbulent February, which saw stocks give back gains from January over 2 days (Feb 7–9), the SCP SMB Index retreated 2% during the month.
How to Create a Seamless Online/Offline Shopping Experience
Thanks to advances made in the digital world, in-store identification can be linked to existing digital identifiers and unlock sophisticated, real-time personalization that is seamless across channels.
SMB OS Operators, Part I: Upserve
The first in our series of interviews on SMB OS is Upserve founder and CEO Angus Davis. Formerly Swipely, UpServe had been living out the principles of SMB OS long before we started calling it that.
Street Fight Daily: Amazon Rolls Out Free Whole Foods Deliveries, Google Sells Zagat
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon Rolls Out Free Whole Foods Deliveries for Prime Members in San Francisco & Atlanta… Google Is Selling Off Zagat… SMB OS Operators, Part I: Upserve…
6 Guidelines for the Path to Voice Everywhere
I want voice (control of everything), everywhere, but I have strict requirements for how it should be designed, engineered, and implemented. Here are six requirements for a reasonable deployment of voice everywhere.
SweetIQ Report Highlights Influence of Local Tech on Media Mix
Whereas in previous years the goal for businesses was simply to be “found” online, multi-location brands now have to contend with “being chosen” in an incredibly crowded omnichannel space.
Street Fight Daily: Legacy Retailers Struggle on Social, Insecurity Over Consumer Location Data
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Can Traditional Clothing Retailers Compete with Digital-Native Brands on Instagram?… SweetIQ Report Highlights Influence of Local Tech on Media Mix… Consumers’ Location Data Is Being Sold Without Their Knowledge…
The Cookie is (Still) Dead: Device IDs and the Future of Mobile Marketing
Some hybrid cookies-based scenarios will putter along, and some scale-hungry players will stick to old tech for a bit longer, but smart marketers are investing in customer data platforms that are mobile-first, connecting CRM directly to the mobile device.
Chatmeter Report Reveals Keys to Dominating Local Ratings
A recent report by reputation management company Chatmeter shows how retailers focused on in-store experiences and customer service managed to come out on top in online reviews over the holiday season.
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AI Won’t Fix Advertising – It May Scale Its Chaotic Nature