News and Analysis
Brands Struggle to Keep Up When Promotions Explode in Popularity
When the Popeyes Chicken Sandwich was released last summer, the effect on sales was almost immediate. Customers filled Popeyes locations and waited in long lines to get a taste of the buzzy new sandwich. A Twitter feud between Popeyes and Chick-fil-A caused those lines to grow even longer, and the viral frenzy ended up draining the supply of “little chickens” to the point where a nationwide shortage ensued.
For GSD&M, the agency that handles Popeyes’ social media, the rollout was initially seen as a huge success. From a logistical perspective, though, it quickly turned into a nightmare as Popeyes struggled to keep up with demand.
Womply, FundRocket Launch SMB Stimulus Program
While Congress continues to deliberate on a stimulus package that will provide as much as $400 billion in aid and loans for small businesses, tech companies that serve SMBs are stepping in to offer their own assistance packages. Among them is reputation management, CRM, and email software firm Womply, which has launched an SMB stimulus program in collaboration with its capital partner, FundRocket.
Location Leaders Step Up to the Plate
During the Covid-19 outbreak, we’re seeing tech companies step up to the plate in a mixture of altruistic and opportunistic moves. That’s everything from Comcast removing data caps to Amazon removing its paywall for streaming kids shows. But what about local specifically? Again, that’s where businesses are getting hit most.
We’ve seen moves in the local space over the past week from Facebook, Yelp, and Foursquare. Though there are several others, we’ll drill down on this representative sample. We’ll also give a shoutout to Google for its work to free up human and compute resources for local listings updates, covered Monday by Damian Rollison.
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Voice Search Profoundly Changes the Way Consumers Interact on Mobile
Sponsoered content: Business listings are an important part of voice searches, particularly when “near me” searches are involved. Localized searches may see an even more rapid shift to voice than other searches, based on consumers’ increasing comfort with using hands-free devices in the car or when their eyes are otherwise occupied while outside the home.
Street Fight Daily: Facebook-WhatsApp Data Sharing Blocked Abroad, OpenTable Scales Back
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Runs Into Roadblock Abroad Taking User Data from WhatsApp for Targeted Ads… As OpenTable Struggles to Take Hold Abroad, Priceline Scales It Back… Uber Rival Karhoo Shuts Down After Blowing Reported $250M in Funding…
Report: Airports Could Be the Next Big Beacon Hubs
In U.S airports, we don’t see as much beacon activity as we might expect, but a new report by Unacast’s proximity marketing network service, Proxbook, indicates that by 2019, 84% of all global airports will be involved in a deployment or a trial project with beacons or other proximity sensors.
Just How Big a Deal Are Voice Search and Chatbots for Local?
At Street Fight Summit we raised a little controversy around the potential disruptiveness of voice search to the hyperlocal economy. Street Fight believes voice search is a critical emerging technology, a view that seemingly contrasts with that of many companies on the supply side of hyperlocal.
Street Fight Daily: Google Begins Mobile-First Indexing, Apple News Drives Traffic for Pubs
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Begins Mobile-First Indexing, Using Mobile Content For All Search Rankings… Apple News Drives Significant Traffic for Some Publishers, But Measurement Remains Iffy… The Economist Turns to LinkedIn over Pinterest and Tumblr…
LBMA Podcast: Sam’s Club, Pizza Hut, and IHG’s Sasha Trifunac
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan and Aubriana Lopez. On the show: Smart Water + Proxama, Google’s OTTO, InContext + Intel Capital, Tesco, LinkNYC to UK, Sue Bee Honey & InMarket, Bank of America, and Groupon buys Living Social.
Street Fight Daily: Brands Leverage Apple Search Ads, Yelp Struggles Internationally
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Big Brands Are Already Targeting Their Competitors with Apple Search Ads… Yelp, Struggling Internationally, Lays Off 175 In Sales and Marketing… Foursquare Licenses Drawbridge’s Cross-Device Identity Data for Location Intelligence…
This Holiday Season, Brands Need to Pay Special Attention to Data Details
Many brands are already breaking out holiday decorations, hoping to attract the efficient crowds this early in the season. But glittery ornaments and fake snow only goes so far: 30% of local search users have cited “inaccurate” information as the issue they most frequently experience, and Google’s “near me” searches have increased 34-fold since 2011. Once the Brandify 360° Network completes initial listing corrections, the solution provides additional insights and value, such as pinpointing where online traffic originates from for specific listings and automating details to save time and energy for management.
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