News and Analysis
SOCi Study Finds 62% of Google Reviews Are Written by Local Guides
Local Guides write most of the reviews on Google today — about 62% of all reviews, in fact. In the restaurant category, the dominance of Local Guides is even greater, with Local Guides writing about 69% of all reviews.
2022 Will Reshape the Future of Ad Tech
ID solutions for the open web are going to be invaluable for publisher monetization, so in 2022 collaboration will dramatically increase. ID partners in 2021 operated in the identity arena like a circular firing squad. Everyone claims their privacy is better than others, and everyone who has a solution wants to say theirs is the only one that works. In reality, all have to work together.
Fragmentation in Connected TV Creates Opportunities for Brand Marketers
One of the earliest frontrunners in this race for market share has become Innovid, the CTV advertising delivery and measurement platform. With the ticker symbol “CTV,” Innovid is now branded as a pioneer, a label that CEO and Co-Founder Zvika Netter isn’t shying away from.
Commentary
LBMA Vidcast: Square Adds DoorDash and Postmates
On this week’s Location-Based Marketing Association podcast: AppNexus rebrands to Xandr Invest with AT&T data, Cerebro Platform hyperlocal DOOH, Welcome travel itinerary app, McDonald’s McNugget experience in the UK, Square adds DoorDash & Postmates, iOS 13 to be much more location-sharing friendly.
Why Startups Should Aim to Partner with Larger Companies
If not to scale up quickly and earn unicorn status, what should startups be aiming to achieve? In essence, the answer is sustainable growth, and in recent years we have seen founders look to corporate partnerships as a viable way of achieving this. Corporate-startup partnerships are collaborations where an established company enters into a mutually beneficial relationship with an agile startup.
Brand Safety is a Brand Authenticity Problem
Marketers know that in a world of globalized competition, consumers are one click away from choosing a different product or service. Taking a stand can help brands appear righteous and earn consumer loyalty, which is why brand safety scandals necessitate a massive and speedy PR response. However, responding to or apologizing for such scandals can only be perceived as authentic the first time around—not the second time, and definitely not the third. The endless cycle of brand safety scandals reveals one of two things about today’s brands—they’re either lemmings, or they don’t really care about brand values.
Latest Posts
Street Culture: A Culture of Growth at PacketZoom
“Introducing [new employees] to the culture has been very important; it’s important that the people we hire are growth-oriented,” PacketZoom co-founder Chetan Ahuja says. “We want them to already be useful to the business, but their main goal is to grow and to grow with the company. They’re much more valuable that way.”
LBMA Podcast: Extreme Networks, Facebook, Daimler AG
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan, Rob Woodbridge & Aubriana Lopez. On the show: What3Words, Hold app, StubHub goes AR for Super Bowl, Amazon expands DASH, Clear Channel, Reebok “Get’s Pumped”, Acuity partners with Phunware.
Street Fight Daily: Benchmark’s Kalanick Suit Dismissed, IAB Releases Influencer Guidelines
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Benchmark’s Lawsuit Against Former Uber CEO Kalanick Dismissed (TechCrunch) It’s over. Benchmark’s lawsuit against former Uber CEO Travis Kalanick has now been dropped, ending one of the biggest VC-founder disputes in history. Street Culture: A Culture of Growth at PacketZoom (Street Fight) “Introducing [new employees] […]
Choice Hotels Reimagines Room Service with Delivery.com Partnership
A new partnership between Choice Hotels and delivery.com is being seen as a sign of changing times within the hospitality industry. Delivery.com is now providing a “room service-like experience” for hotel guests at Choice Hotels, allowing guests to have orders from local restaurants delivered directly to their hotel locations.
Three Candles to Light in Dark Times for Local News and Journalists
The news about local news hasn’t been good lately. But there have been three recent positive signals helping to balance the scales in the form of a digital newsgathering tool, a new survey about trust, and the survival of an important hyperlocal network in Brooklyn.
Street Fight Daily: Brands Bet on Dynamic Ads, Inside Uber’s Espionage Operation
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Brands Bet on Smarter Ads… The Tricks and Travails of Uber’s Spies… After Folding in Print, Self Finds Audience of Over 8 Million on Snapchat…
How Major Brands Are ‘Gamifying’ the Consumer Buying Experience
Although gamification itself is not a new marketing strategy, advancements in mobile apps and location technologies are providing brands with new opportunities to engage customers using these time-tested techniques. Here’s how six major brands are using gamification to change the consumer experience and promote loyalty.
Street Fight Daily: GoDaddy Acquires Main Street Hub, New York Times Leads Way on Loyalty
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… GoDaddy Is Acquiring Main Street Hub, Social Marketing Platform for SMBs… How the New York Times Uses Interactive Tools to Build Loyalty and Subscriptions… Here’s Why the Epidemic of Malicious Ads Grew So Much Worse Last Year…
5 Text Messaging Platforms for Businesses
Millennials don’t want to call businesses for answers to basic questions like store hours or product availability. That’s part of the reason why click-to-call platforms have taken off in recent years. Here are five vendors with click-to-call platforms for businesses.
Selling to Multi-Location Brands: Who Makes the Decisions
Across tactics, over a third of those big companies we surveyed manage local digital marketing in a centralized fashion, but a similar number do so locally or regionally. Local sites and email are the tactics most often de-centralized; mobile and paid search the most often centralized.
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Google’s New AI Search Rules Create a Challenge for MULO Brands