News and Analysis
What’s Coming Down the Privacy Pipeline?
California’s new policy, and the overarching shift toward greater consumer privacy, are putting pressure on the federal government to act more quickly. The Biden administration will likely have to take a stand on the collection of personal data and the digital advertising space.
Retail Embraces Omnichannel for the Holidays
Rather than focusing on one platform or tool, retail brands are embracing everything necessary to engage with customers across multiple touchpoints. That could have a major impact on the way shoppers interact with their favorite brands in the coming weeks, and depending on the results, it could lead to changes in the way retail marketing is handled in 2021.
Retailers Unpack Black Friday Spending Data
Criteo analyzed commerce data from 1,005 retailers in the U.S. and 216 million transactions in the fourth quarter of 2020. In the process, they found that sales in the first three weeks of November were up 7% year-over-year in the U.S., indicating that Black Friday sales may have been down 5% because those purchases happened earlier this year than previously.
Commentary
Why Local Media Firms Are Banking Big on Marketing Services to Grow Revenue
In an under-the-radar move to grow their revenue substantially, local media companies are putting major resources into developing a broad suite of digital marketing services (DMS). Media companies make this pivot as B2Cs rethink their own marketing goals, aiming not just to reach potential consumers but to convert them into paying customers, closing the path to purchase.
Brands More Skeptical of Facebook than SMBs in Wake of Controversies
Although most multi-location brands say they’re not changing how they use Facebook for marketing, well over one fourth of the ones that use it are re-examining or decreasing their use of it due to recent scandals, according to Street Fight’s latest survey of enterprise local marketers.
GateHouse Media Shows How Media Orgs Can Offer Value for SMB Advertisers
“Most newspapers and Yellow Pages (and Yelp?) are basically ad-selling machines. GateHouse, in selling HR, IT, and financing services as well as digital services, understands that once you know how to sell one service, you can sell (or more likely upsell) any service. It’s critical for legacy organizations to bite the bullet and figure out services,” writes Mike Blumenthal.
Latest Posts
GoDaddy Launches Simple Way to Scale Up E-Commerce Sites
GoDaddy today is releasing a new Web hosting product that the company says makes it easier for anyone, regardless of their technical proficiency, to run high-traffic, e-commerce sites. It’s also a way for SMBs to gain access to more management and security options for their websites while sticking to a budget.
Street Fight Daily: Yext Files for IPO, Google and Facebook Strengthen Hold on Digital Ad Market
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… New York-Based Yext Files for IPO… Google, Facebook Increase Their Grip on Digital Ad Market… Snap’s Revenue Growth Looks Like It Will Come from More Ads, Not More Users…
How Neighborhood Context Solves the Local Data Problem
Neighborhoods play an essential role in people’s daily experiences. People seek out neighborhoods where they feel a sense of shared identity, and neighborhoods shape the kinds of businesses that thrive there. For brands with a global footprint, doing business at the neighborhood level requires them to tailor their offerings and contribute to the community experience, beyond just fulfilling a functional need.
LBMA Report Finds Global Expansion of NFC Tech in 2017
In polling more than 500 marketing executives from around the globe, the study found that the most heavily deployed location-based marketing technology varies significantly from country to country. For example, GPS is the top technology currently deployed in the U.K., while WiFi is the top-deployed technology in the U.S.
Why It’s Too Early to Go All In on Virtual Assistants
As the so-called customer journey takes new twists and turns, tech companies and agencies should help local businesses and brands differentiate themselves via user experience. Catering to virtual assistants might seem to be the path towards that goal. But it’s probably too early to make huge bets on these technologies.
Street Fight Daily: Intel Buys Mobileye for $15.3B, NJ Journalists Start Local Paper
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Intel is Paying $15.3 Billion to Acquire Mobileye… After Punishing Layoffs, New Jersey Journalists Start Up Their Own Local Paper… Optimizing Digital Marketing Performance to Drive Business Performance…
5 Platforms Connecting Local Customers to their Online Footprints
More than half of marketers expect cross-channel measurement and attribution to occupy most of their time, attention, and resources in the coming year. Many of these marketers will be exploring new technologies that close the loop on attribution and unlock the hidden connections between web viewing sessions and in-store purchases around the globe.
Raise Report: New Funding for Instacart, Kabbage, Drizly
Every two weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes funding for Goldbely, Peerspace, Workfit, and Cordial.
Street Fight Daily: AirBnB Raises $1 Billion in Series F, Facebook Tests New Measurement Tool
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… AirBnB Just Raised a Massive $1 Billion Round that Values It at $31 Billion… Facebook to Release Advanced Measurement Tool… Brands Cool on Chatbots…
LOAC Notebook: As Platforms Ascend, Some Blunt Words for Legacy Media
“You’re going to have to change the way you do business,” CBS’s Ezra Kucharz told media executives earlier this week in a keynote at Borrell Associates’ Local Online Advertising Conference in New York. “The world is changing and we have to change with it.”
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AI Won’t Fix Advertising – It May Scale Its Chaotic Nature