News and Analysis
Gimbal, NextNav Go Vertical with Next-Generation Location Offering
Gimbal, the location intelligence platform, and NextNav, the developer of geolocation technologies, are coming together on a new vertical dimension that could help brands and retailers more accurately understand how customers are moving through physical spaces. The potential applications are vast, but executives at both firms see fulfillment options like curbside and in-store pickup as being some of the most immediate use cases.
Augment My Town: Local’s Next Turf Battle
AR fuses the digital and physical. So, could it assist in the vexing and longstanding challenge of closing the online/offline gap? We’re starting to see signals that it might.
5 Live Chat Platforms with Location Intelligence
As mobile interactions become the new norm, more retailers and brands are seeking out mobile-friendly live chat solutions that leverage real-time customer behaviors, like locations and progress within the shopping lifecycle, for more personalized SMS chats and in-app messages.
Commentary
How Content Partnerships Have Made Yelp a Data Amplifier
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
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
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
Parsing Google Fred and Other Quality Updates: How to Prepare or Recover
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
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
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
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.
How Amazon’s Whole Foods Buy Could Transform the Retail Ecosystem
Amazon’s recent $13.7 billion acquisition of Whole Foods Market could signal a new era of experimentation and pushing boundaries in retail as the company continues to redefine content and commerce in the grocery space and elsewhere, according to Gwen Morrison, co-CEO of The Store, WPP’s global retail practice.
Sponsored Post: As Temperatures Soar, So Should Local Marketing
Summer is here, and it feels like a new beginning. The change in season also means a drastic change in consumer behavior — with temperatures on the rise, so is consumer spending. Vivial has released free new eBook to help SMBs enhance their digital presence based on seasonal trends.
Street Fight Daily: Facebook Video Marketing Woes, Google Stops Reading Email for Ad Targeting
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Video Ads Are All the Rage, But Viewability Rates Are as Low as 20%, Agencies Say… Google Plans to Stop Scanning Users’ Emails for Ad Targeting… Snapchat’s Newest Feature Is Also Its Biggest Privacy Threat…
Openings and New Hires at Placed, Main Street Hub and Apptus
Every two weeks, Geoff Michener covers some of the latest job changes taking place in this dynamic industry. This week’s edition includes moves and new openings at Search Influence, SalesFuel and Buzzboard.
What Happens to Local Data When Physical Stores Close?
More than 8,600 brick-and-mortar stores are expected to close this year. But long after the doors have been shuttered for the final time, much of the local data for those stores remains online. For national chains, outdated location data can lead to frustrated shoppers and missed opportunities for sales.
Street Fight Daily: Google Bolsters SMB Marketing Tools, Marketers Focus on Social and Video
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Posts Now Live for All My Google Business Users… Marketers Plan to Spend More on Social Video… Some Uber Employees Balk at Travis Kalanick’s Exit…
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem