News and Analysis
Newsletter Marketing Exploded During the Pandemic. What Comes Now?
Newsletter marketing boomed during the pandemic. We’re already beginning to see signs of what will come next for the email newsletter industry.
Brands Shift OOH Ad Strategy on Super Bowl Sunday
Brands will use this unusual Super Bowl to give their 2021 OOH ad strategy a test run. But they’ll also face challenges unprecedented for Super Bowl marketers.
DISQO’s Case for Panel Data as the Post-Cookie Solution
Audience insights firm DISQO thinks it has the solution that will fill the data holes the deprecation of third-party cookies will cause: panel data.
Commentary
Who Will Own Your Augmented Reality?
Questions about AR ownership will be particularly contentious wherever money is changing hands, such as in AR advertising. Courts will face questions such as ownership of digital ad inventory when there are AR overlays on private property (or on other ads). There could be similar gray area in retail & commerce.
Mobile Advertisers, Don’t Be Fooled By Claims About ‘Precise’ Data
When selecting data for mobile campaigns, don’t base your decision solely on claims about precision or how many decimal places appear in the coordinates, and definitely don’t mistake precision for accuracy. Precision is important, but the value of precision hinges on data accuracy.
Survey: Multi-Location Brands Warm to AI, See It as Most Useful for Email
Multi-location brands are almost twice as interested in exploring artificial intelligence for analytics as they were last year, according to Street Fight’s latest survey. But there’s a significant disconnect between their perception of what’s most useful about AI and what suppliers of local marketing tech and services think about that same question.
Latest Posts
Street Fight Daily: More Than Half of Ad Spend Now Mobile, Amazon Launches Echo Assistant with a View
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… More Than Half of Ad Spend Now Mobile; Digital Audio Revenues Also Surge… Amazon Has a New $200 Echo Camera That Can Judge Your Outfit… Brands Recognize Realities of Customer Journey…
The In-Between Stage for Startups: Visions of Growth and the Value of Pivots
The stages of business growth may have no end point, but the opportunities that lie within them are more abstract than they seem. Moz CEO Sarah Bird says that Jeff Bezos’ well-known assertion that it will always be “day one” at Amazon resonates with her, but that financials can cloud the view of that goal.
Made for Each Other: Wallets, Loyalty, and Mobile Payments
It’s fair to say the local marketing industry has been a little disappointed by the adoption of mobile payments. The combination of a sluggish hardware upgrade cycle and consumer reluctance appears discouraging. But there are catalysts on the near horizon.
Location Data Shows Which Brands Coachella Attendees Favor
Attendees at the annual music festival may seem somewhat heterogeneous from the outside, but a new study of InMarket’s anonymized location data gives a sense of the concertgoers’ brand preferences, and insight into the effectiveness of sponsors’ campaigns.
Street Fight Daily: Instagram Growing Rapidly, Gannett Earnings Suggest Bleak Outlook for Newspapers
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Gannett Earnings Forecast a Bleak 2017 for Newspaper Companies… Instagram is Growing Faster Than Ever and Now Has 700 Million Users… Waymo Is Hitting Uber Where It Hurts…
Unlocking Audiences for Brands: Uniting Client Goals with Demographic Research
Uniting your client’s instincts with actionable data from social media, keyword research, content analysis, and analytics creates a hyperlocal strategy to reach their most interested clients. There are four key strategies for marketing companies that want to take their clients beyond mere traffic increases to high ROI and conversion rates.
Macaroni Kid Pushes Stroller Into Big and Site-Packed Local Parent Space
One of the earliest hyperlocal networks for parents is Macaroni Kid, which was founded by “recovering lawyer” Joyce Shulman and her husband, marketing entrepreneur Eric Cohen, in their community on Long Island in 2009. In this Q&A, Cohen talks about the company’s recent acquisition of also-well-established Stroller Traffic.
Street Fight Daily: Amazon’s Shipping Ambitions, Search Engines Remain Crucial to Local Discovery
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon’s Plan to Dominate the Shipping Industry Is Taking Shape… Most Internet Users Prefer Search Engines to Find Local Products… Publishers Say Facebook Can Save Instant Articles with Better Data, Subscription Tools…
When Breaking Google’s Guidelines Is Almost Necessary with GMB
A couple of months ago I was helping a physical therapy business on the Google My Business Forum that was filtered out of the local results on Google because of the Possum algorithm update in 2016. In this case, the culprit was a completely different physical therapy business down the street (about a two minute walk away).
5 Platforms Brands Can Use for Smarter Customer Communications
By repurposing customer data from connected platforms, like point-of-sale and customer-relationship-management systems, marketers are able to generate more personalized digital content. Here are five marketing platforms that use predictive technology to improve communication and increase engagement.
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