News and Analysis
Can Immersive Marketing Boost Local Businesses?
One of the emerging technologies driving innovation amid Covid is AR. For example, its ability to add real-life interactivity to e-commerce gained traction in 2020. This could extend to a post-Covid world of “touchless” retail for in-aisle virtual product interaction.
Brands Must Balance Local Engagement with Scale
Alex Nocifera sees plenty of reasons to be optimistic. As the founder and CEO of Field Day, a local marketing startup, Nocifera believes that marketers in 2021 will be tasked with deciding when and how to diversify their budgets back to a balanced blend of online and offline spending.
Yelp Lets Users Fact-Check Local Business Covid Safety
Despite the vaccine rollout and improving economic sentiment, a majority of consumers remain concerned about engaging with local businesses in many places across the US. Yelp is now allowing businesses to provide more information about health and safety practices to customers in hopes of fueling a quicker recovery.
Commentary
Location Targeting is Nothing Without the Facts to Back it Up
Doing location targeting right is no simple matter, and common claims about it require further scrutiny. Accuracy of a location through parcel targeting, a rapid refresh audience strategy, and reaching the right people at scale through IP and cross-device targeting will make a major difference in location-based campaign outcomes.
The Enduring Benefits of Mobile Apps for Brands
Thanks to a variety of factors including speed, user experience,  personalized messaging, reliable security, and fully customizable content, native apps increase your customers’ connection with your brand, driving more engagement and conversion than a mobile web product ever would.
Survey: Multi-Location Brands Continue to Shift Digital Budgets to Local
Many multi-location brands still find some traditional media more effective than most digital tactics and focus their digital efforts on the corporate e-commerce site or company branding. But an aggressive group of budget shifters are increasing spending across a variety of digital advertising and marketing vehicles, often with a local focus.
Latest Posts
The Coming DIY Cataclysm
“It seems like the agency business of the future — both large and boutique — will largely add value around integration of best-of-breed point solutions, which I don’t see many large entities like YP attempting to tackle yet,” David Mihm tells Mike Blumenthal.
Street Fight Daily: Snap Becoming a Search Engine, Google’s Data Wars Come Down to Location
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Snapchat is Becoming a Search Engine… For Google’s Data Wars, It All Comes Down to Location… How Uber Uses Psychological Tricks to Push Its Drivers’ Buttons…
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem