News and Analysis
Contextual Ads Power Sophisticated Content Strategies in Privacy Era
As the advertising industry turns back toward contextual, marketers will find a much more advanced technology than the one they may equate with the term. The privacy-safe ad method isn’t just serving up sneaker ads anymore; it’s powering sophisticated, content-based brand campaigns across multiple channels and target audiences.
Scorpion Expands Its Toolbox with Yelp Partnership
The digital marketing services provider Scorpion announced a new partnership with Yelp this morning, in a move that demonstrates just how important Yelp’s advertising platform has become to the local ecosystem. Scorpion clients will have access to Yelp tools like zip code targeting, campaign goals, negative keywords, and other pilot programs that take a granular and customized approach to ad delivery. They will also be able to optimize their Yelp presence and unlock new profile optimizations that weren’t previously available.
Commentary
Location Analytics Applied to the NFL
Nate Sterken: Location data generated from cell phones powers many of the ad-tech products with which we all work every day, from in-person attribution to targeting segments based on visitation patterns. Earlier this year, I got to work with data generated from a completely different source — professional football players.
No Matter What Business You’re In, You Are In The Business of Selling
Kendrick Shope: I coach a lot of entrepreneurs, many of whom are brilliant at what they do, have excellent people skills, and should be setting the world on fire. Unfortunately, they’re stuck trying to make ends meet when they should be doing seven figures in a year because they haven’t mastered the art of selling. It’s a skill like any other, and once you learn it and become really good at it, your business is going to change forever. If you really want to up your sales game this year, focus on these five selling strategies.
Increasingly, Your Brand Is Its Reviews
Mihm to Blumenthal: The famous Jeff Bezos quote comes to mind: “Your brand is what other people say about you when you’re not in the room.” Increasingly, the room is not a physical place but a virtual one—and it’s not a place you own. Reviews really bring the need to run a decent business at your core into stark relief.
Latest Posts
Brand-building Expert Norty Cohen to Marketers: Consumer Engagement Is Key
Cohen’s message is that the old ways of trying to connect via TV and other media just aren’t as effective as they used to be. What you need now is to make a connection with the potential consumer of your product or service. And the person who now has a relationship with the brand can then help spread the message via word of mouth.
Street Fight Daily: Google Takes Over Local Bookings, Snap Goes Programmatic
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Reserve with Google Booking Service to Open Beyond U.S. and Include Restaurants… Snap Turns to Programmatic Ads for Snapchat Shows… The Most Successful E-Commerce Brands Build for Mainstream America…
Street Culture: Life at Boxed Means “Do The Right Thing”
Wholesale ecommerce retailer Boxed is taking its position as team leader seriously. The company pays for its employees’ kids to go to college. It looked at the industry-wide “pink tax” and started a campaign against the higher prices. It even started contributing $20,000 to pay for employees’ weddings.
Street Fight Daily: Lyft Raises $1 Billion & Eyes IPO, Subscriptions Come to Instant Articles
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Lyft Is Said to Explore IPO as It Raises $1 Billion Led by Alphabet… Facebook to Test News Subscription Sign-Up Via Instant Articles… AI Can’t Devise Your Creative, But It Can Handle the Where, What, and When…
Local Media Consortium Not About to Retreat From Its Google and Facebook Ties
Questions are being raised about whether news publishers should keep expanding their relationships with Google and Facebook, and even whether they should pull out altogether. But you don’t hear that talk from the Local Media Consortium, which represents more than 70 newspaper, broadcasting and other local media companies.
So Long Local Search — Hello Machine-Directed Discovery
Whatever you thought you knew about getting your business found online and on mobile, or whatever you are currently learning, is already obsolete. The way consumers interact with search technology today is on its way out. Why? Autonomous cars, artificial intelligence and voice commands are all transforming search into something we can only begin to imagine.
The New Local Ecosystem: An Interview With Darren Shaw
As of this year, the task of updating the Local Search Ecosystem has been handed to Darren Shaw of Whitespark, who also inherited David Mihm’s other well-known brainchild, the Local Search Ranking Factors report. Last week, Darren released Local Search Ecosystem 2017, a bold departure in visual design and a much-needed update to the last edition, from 2014.
Google Elevates Local Marketing to Prime Time
Many industry watchers and practitioners correctly perceived the GMB API as a sign of how important it is for businesses to manage their location data properly. But the progression of the API represents something even bigger: empowering businesses to elevate and measure the value of local search marketing.
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