News and Analysis

Why Marketers Are Prioritizing In-App Notifications in 2021

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According to a survey by the cross-channel marketing platform Iterable, in-app and push notifications are primed for a jump in utilization in 2021, as marketers look for smarter ways to take advantage of the boost in mobile usage among consumers during the pandemic.

Can Immersive Marketing Boost Local Businesses?

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One of the emerging technologies driving innovation amid Covid is AR. For example, its ability to add real-life interactivity to e-commerce gained traction in 2020. This could extend to a post-Covid world of “touchless” retail for in-aisle virtual product interaction.

Brands Must Balance Local Engagement with Scale

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Alex Nocifera sees plenty of reasons to be optimistic. As the founder and CEO of Field Day, a local marketing startup, Nocifera believes that marketers in 2021 will be tasked with deciding when and how to diversify their budgets back to a balanced blend of online and offline spending.

Commentary

How Content Partnerships Have Made Yelp a Data Amplifier

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Damian Rollison: It became clear to me, during Yelp’s presentation at the recent Brandify Summit, that the company has become a data amplifier. Here I’m making use of Gib Olander’s helpful term for companies whose data finds its way into a multitude of consumer-facing channels. In this column, I break down the significance of that state of affairs for hyperlocal marketing.

A Dozen Takeaways and Follow-Ups from the Bright Local Review Study

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David Mihm: BrightLocal’s study of reviews is interactive, digestible by the average small business, and useful for agencies and resellers, too. In this column, I provide some of the highlights and pose questions for further research in the reviews space.

How LEAP Helps Publishers Find and Know Their Audiences, Person by Person

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In this Q&A, LEAP co-founder and Managing Director Daniel Williams talks about what his company is doing to help local news publishers comb their markets to find customers, sometimes in surprising ways, and build profitable relationships with them.

Latest Posts

NinthDecimal Acquires MoLOGIQ, Will Launch NinthDecimal Labs

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San Francisco-based marketing platform and location intelligence company NinthDecimal today announced it has acquired mobile audience platform MoLOGIQ, and will also form a group to develop new solutions in location-based marketing.

Why Zuckerberg Needs Local News Providers to ‘Bring the World Closer Together’

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For all their limitations, local news providers are now better positioned than Facebook’s moderators or artificial intelligence to help the people of their communities come closer together. If news providers join this mission, the community will respond by giving them the trust it so often withholds.

Street Fight Daily: Alphabet-Uber Case Plays Out Publicly, Adobe Offers Voice-Assistant Analytics

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Alphabet Says Uber is Engaging in a Cover-Up… Adobe Offers Voice Analytics for Intelligent Assistants Including Siri, Alexa… Gulf Between Off-Site, On-Site Digital Engagement is Slowly Killing Your Business…

An Unsexy Truth: Emerging Tech Hinges on Local Data

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The visual search future in which “the camera is the new search box,” will have a massive reliance on local data. Therefore value and demand are boosted within that world for companies that have unique local data sets — everything from NAP to snaps.

How Brands Can Refine Their Local Marketing Mix to Maximize Results

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The right marketing mix can open up doors for an enterprise brand, as successful acquisition campaigns naturally funnel new customers into loyalty and retention strategies. We asked hyperlocal executives for their perspective on how brands can tweak the marketing mix to maximize high-yield results.

Street Fight Daily: Lyft Eyes Opportunity in Uber Turmoil, Creativity on Social Can Backfire for Brands

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… As Uber Stumbles, Lyft Sees an Opening and Bits Its Tongue… Some Brands Get Clever on Social Media (and Some Consumers Aren’t Feeling the Vibe)… Here’s How Brands Are Partnering with Waze to Reach Riders…

Parsing Google Fred and Other Quality Updates: How to Prepare or Recover

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If you are involved in any form of SEO, you know how daunting it can be to keep up with Google algorithm updates. From the Mobile First Index to the Owl update to Google Fred, the tide is always shifting. It is important to step back a moment and take a look at what Google is trying to do.

Behind Home Page Media’s Growth in Nashville: Change and One Big Constant

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In this Q & A, CEO Kelly Gilfillan, who co-founded Home Page Media in 2009, talks about what she changed and what she didn’t to maintain Home Page Media’s credibility as a news source for its communities, keep growing and stay profitable.

Street Fight Daily: Google Gets $2.7B Fine for Shopping Practices, Mobile Video Vexes Marketers

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Gets Record $2.7 Billion Fine from EU for Skewing Shopping Searches… Creative Remains a Challenge on Mobile Video… Search Advertising Ripple Effect Expected from Amazon’s Whole Foods Purchase…

Cuebiq Partners With GeTui for Chinese Retail Data

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The location data provider has entered into a partnership with GeTui, a mobile internet, push-notification service provider to nearly one billion devices. Under their agreement, the companies plan to jointly develop a machine learning platform to process data about foot traffic and offline consumer behavior from the Chinese market.