News and Analysis
Back to ‘Normal’ Requires Omnichannel Approach
Retailers facing new competition need to hold strong while consumers return to some of their pre-pandemic patterns while also exploring new marketing avenues and cross-channel strategies designed to pull people back in-store.
3 Reasons Virtual Events Are Here To Stay
More than one in five Americans is fully vaccinated, and travel rates are soaring to yearlong highs, but virtual events are not going anywhere. Or virtual components of events, anyway.
Innovation Brief: Microsoft, Twitch, and Autonomous Pizza
M7 Innovations’ Matt Maher discusses Microsoft’s Nuance acquisition, virtual influencers reinventing the livestream, and autonomous pizza delivery.
Commentary
From Employee to Publisher: How One Media Veteran Did It
In this Q&A, media veteran Shereen Siewert talks about the biggest move in her career—an exciting but risky gamble in which she would give up the security of a weekly paycheck to strike out on her own as an entrepreneurial, independent publisher.
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.
Latest Posts
Street Fight Daily: Facebook Debuts Monthly Marketing Report, Blue Apron IPOs With a Whimper
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Begins Release of Monthly Marketing Metrics Report… Blue Apron’s IPO Has No Pop But Plenty of Questions… Amazon’s New Video Device, Echo Show, Is Getting Publisher Attention…
NinthDecimal Acquires MoLOGIQ, Will Launch NinthDecimal Labs
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’
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
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
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
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
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
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…
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AI Won’t Fix Advertising – It May Scale Its Chaotic Nature