News and Analysis
DevHub Acquires Brickwork Software to Expand Online-to-Offline Marketing Power
Brickwork will be operated by DevHub going forward, and the company’s software will become a product in DevHub’s lineup of solutions. DevHub CTO Daniel Rust believes that Brickwork’s software will make DevHub’s current offerings to local marketing brands even stronger by enabling new online-to-store conversion actions, such as appointment booking and event RSVP.
Importance of “Performance Content” Grows alongside E-Commerce
When digital marketers think of content, they may think of Google Posts, basic SEO material, or thought leadership posts. But as e-commerce thrives, the most fundamental content to upgrade may be what digital marketing firm Jellyfish is calling “performance content.”
What Is Person-Based Advertising?
Account-based marketing promised to take marketing to a new level of granularity. Instead of targeting entire companies, marketers would be able to connect with the specific accounts within enterprises that could lead to conversions.
But Influ2 reckons that ABM doesn’t offer B2B marketers enough granularity. As a result, it is pioneering person-based advertising in the B2B space, bringing the personalization of consumer marketing to the B2B setting.
Commentary
Cybersecurity Firm DEVCON Says It Can Knock Out ‘Bad Ads’ Costing Publishers Billions
In this Q&A, cyber-security company DEVCON co-founder and CEO Maggie Louie details how she says her company halts “bad ads” before they victimize publishers and their readers.
Retail as a Service: Amazon will Create (and Destroy) with Cashierless Checkout Solution
Mike Boland: The innovation including and surrounding cashierless checkout goes beyond payments to affect a broader set of functions like supply chain, inventory management, and store layouts. It’s like a retail toolkit in a box, with cash-flow friendly pricing, à la SaaS. You may have heard of it: It’s called retail as a service (RaaS), and it could transform the next decade of retail. Amazon will lead the way.
Beyond Proximity Offers: The Second Act of Beacons is Underway
Beacons have grown into a nuanced component of successful mobile marketing. We’ve learned what they do best—strengthen advertiser approaches to metrics and measurement as well as the relevance and contextual richness of on-the-ground, in- or near-store experiences—and we’ve figured out that while push notifications can be a part of the story, they aren’t the main narrative.
Latest Posts
The Place of Newspapers in the Local Marketing Ecosystem
“Digitally speaking, NextDoor is encroaching on a space that local papers really should own.” David Mihm tells Mike Blumenthal. “It’s basically a glorified forum that in my view would be every bit as successful, if not more so, if hosted by a truly local entity.”
New CEO at Daily Voice Says Full-Bore Expansion Is His Mission
Randy Kilgore succeeds Carll Tucker, who founded Daily Voice in 2010, after a long career in print community news and will continue as chairman of the private Daily Voice company. In this Q & A, the two execs talk about the transition and what’s next for hyperlocal news network.
Street Fight Daily: Inside Uber’s Messy CEO Search, Why Brick-and-Mortars Are Closing Down
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Uber’s Search for New CEO Hampered by Deep Split on Board… Amazon Is One Part of a Much Larger Picture of the Retail Apocalypse… Focus on Mobile and Product Drives Q2 Digital Ads…
Openings and New Hires at Daily Voice, Near, Local SEO Guide
Every two weeks, Geoff Michener covers some of the latest openings and new hires in this dynamic industry. This week’s edition includes moves and new openings at Yext, the MMA, and Acquisio.
LBMA Podcast: Ant Financial, Proxama + Primesight, PlaceIQ
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan and Aubriana Lopez. On the show: Coke’s AI vending machine, Dex merges with YP, Commutestream.
Raise Report: New Funding for NewStore, Dynamic Yield, Convoy
Every two weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes new funding for PebblePost, SnapTravel, Node, and SimilarWeb.
Street Fight Daily: AI Is Already Reshaping Retail, Facebook Releases Details on News Subscription Feature
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Artificial Intelligence Is Already Reshaping Retail in Profound Ways… Facebook Releases Details on Upcoming Subscription-Based News Product… What Retailers Think About the Store of the Future…
Why Insurance Giant State Farm Approaches Digital Marketing Like a Small Company
At a time when customers are accustomed to looking up insurance quotes on the Web or through an app, Edward Gold, advertising director at State Farm, says his company thrives off of its local interactions. He spoke with Street Fight about the approach the insurer takes with marketing at the local level.
How Local News Publishers Can Score With Proximity Marketing
Proximity marketing is becoming increasingly popular as brands and local merchants try to reach consumers on the go. In this Q & A, James Ewen, marketing manager at UK-based proximity-marketer Tamoco talks about how local news publishers can benefit from this trend.
Street Fight Daily: Facebook Thrives While Twitter Dives, Snap Monetizes Placed Acquisition
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Defies Expectations, Posting Big Growth Despite Warnings That Revenue Will Slow… Twitter User Growth Stalls, and Investors Respond in Kind… Here’s How Snap’s Placed-Assisted Attribution Abilities Will Garner Revenue…
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem