News and Analysis
Survey: Consumers Are Taking a Cautious Approach to Black Friday
Despite the somewhat complicated outlook, there are things retailers can do to change their fate. NMI found that 43% of consumers plan to avoid shopping with retailers that don’t offer contactless payments. Retailers that quickly adapt and add contactless payment options, and then market those changes aggressively over the coming days, still have an opportunity to win back customers who would otherwise be staying home.
DTC Brands Combine Physical Storefronts with Localized Search Strategy
Allbirds and Fabletics aren’t the first DTC brands to open up for in-store shopping, of course. Brands like Warby Parker and Bonobos pioneered the approach years ago. But the latest class of trendy DTC brands is doing things a little differently. Rather than focusing on urban centers, like New York and Los Angeles, DTC brands are using local data to target new, smaller locations in states like Arizona, Florida, and Texas.
Search Marketers Cater to New Customer Needs for Holidays
Grocery stores are doing more business than pre-pandemic, with average weekly household grocery bills surging from $120 to $161 at the height of statewide lockdowns this spring. Many restaurants are pivoting right now to promote their takeout and delivery options. Health and wellness websites are fielding questions about coronavirus, as are many news publishers.
Leaning into the changes means understanding and responding to the challenges consumers are facing right now and setting up a search strategy that focuses on providing the best experiences possible.
Commentary
Yelp, Google Reviews, and Antitrust
Forcing Google to split Maps-related business into a standalone “geo” unit would foster a more diverse technology ecosystem. But as far as Google’s review practices are concerned, regulators should not be convinced by an irrational argument that indexation of Google reviews has any bearing on the harm created for, or benefit gained by, consumers.
Latest Local Marketing Merger Aims for Scale in Critical Listings Management Sector
Uberall’s acquisition of Navads highlights the importance of listings management and its integration with reputation management. Street Fight’s latest survey of multi-location brands shows a correlation between use of both these types of services and the overall effectiveness of local marketing.
Latest Posts
Charting Google’s Shifting Priorities in the New Local Search Survey
For many years, Physical Address in City of Search was the most important ranking factor, but it has now been overtaken by Proximity of Address to the Point of Search (Searcher-Business Distance). As such, the canonical local search use case has become a mobile user searching for a business nearby his or her current location.
Street Fight Daily: Facebook Suffers Data Collection Setback Abroad, Pitfalls of Location Tech for Brands
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Gets Slap on the Wrist from 2 European Privacy Regulators… Brands: Prioritizing Location-Based KPIs Can Have Its Drawbacks… Uber Won’t Be Forced to Stop Developing Self-Driving Cars During Its Lawsuit with Alphabet…
The Current State of Google Maps — Fake News, Fake Reviews
“It’s incredible to me that given all of Google’s focus on new local products that they are still getting some of the basics wrong,” Mike Blumenthal tells David Mihm. “People who rely on Google more and more to find local businesses need to know that the fundamental metric of the business quality, reviews, is fair and well policed.”
Friends Don’t Let Friends Dial Drunk — There’s a ‘Mode’ for That
Drunk Mode is an app that helps users navigate their inebriation — and avoid making embarrassing calls at 2 am. (I’m looking at you every 22-year-old.) CEO Josh Anton, who will be speaking at Street Fight Summit, developed his suite of location-based apps after getting one of those late-night phone calls from a friend.
Street Culture: Balancing Structure and Exploration in Company Culture
Environment, talent, and process all encourage the growth of innovation, according to IT research firm CEB, which was recently acquired by Gartner. But there’s a balancing act that must take place between structure and exploration — especially for smaller companies on a fast upward growth curve.
Street Fight Daily: Waymo’s Suit Against Uber Goes to Trial, Gen Z’s Tech Prowess Disrupts Branding
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Waymo’s Lawsuit Against Uber is Going to Trial, Judge Rules… New Study Reveals How the Tech-Centric Expectations of Brand Z ‘Are Reshaping Brand Experiences’… Vice Balances Brand Safety with Editorial Autonomy…
Why SharkNinja Keeps Searching for New Ways to Connect With Local Consumers
Building a rapport with customers at the local level can be a challenge for product makers who do not have their own stores. It can be an even more elaborate task for a brand whose products have long lifecycles. That makes it all the more important to ensure digital marketing is cognizant of its customers’ needs, says transformation VP Ajay Kapoor.
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Why TV Remains the Heartbeat of Local Connection