News and Analysis
Street Fight’s March Theme: Word of Mouth
One of the oldest and still most influential drivers of local commerce is word of mouth. Though that’s sustained at a high level, the delivery vessel for local chatter has evolved. Social channels like Facebook and Yelp now shape the reputations of brick-and-mortar businesses, not to mention the kingmaker authority of Google.
This month, we will delve into the latest trends and insights driving reputation management, taking Word of Mouth as our theme.
Consumers Split on Personalized Ads
In the year of the California Consumer Privacy Act, the data privacy movement is ascendant, and marketers are likely more aware of consumer concerns about tracking than ever before. But a fresh survey of 993 Internet users from audience intelligence firm DISQO suggests that marketers will need to continue navigating the trade-off between providing consumers the only type of ads they widely welcome — personalized ones matched to their interests — and transparently requesting consent for the kinds of tracking that make personalized ads possible.
Commentary
How Marketers Must Prepare for the Voice-Connected Consumer
As digital media surpasses traditional, marketers must prepare for the changes that will result from connected devices becoming a common source of customer experience. Local search will be of paramount importance as consumers turn to their voice devices, and eventually their connected cars and appliances
State of Hyperlocal: Location Data Is Key R&D Priority Now and Longer-Term — AI and Voice on Horizon
Location data and analytics are a key R&D priority both now and in the longer term for companies supplying technologies and services to the connected local economy, according to Street Fight’s latest reader survey. Those companies deem AI and voice technology as two areas that require investment now, with an eye on a later payoff.
Latest Posts
The Increasing Impact of Reviews and Google+ (?!) on Local SEO
Some new data has given us some “big time insight” into how Google is using authoritative local sites to inform local search rankings, says David Mihm. Mike Blumenthal agrees, saying that the prominence of local review pages and appears to be “transferring prominence directly to the local entity in a way that is totally independent of links.”
Local Listings Get a Real-Time Update from Brandify
The company’s new digital marketing platform combines the power of tech with the authority of the human brain. Brandify’s Nip Zalavadia, says the platform has the capability to access and analyze huge amounts of data, but also uses real people to address details that often fall through the cracks of automated software solutions.
How Lawyers Capture & Convert Clients
No longer a taboo, law firms are aggressively using digital channels to recruit clients, in response to changes in consumer behavior. According to a survey by FindLaw, 74% of prospects who begin their searches online end up contacting their choice firms via phone. Eighty-six percent of consumers start their online research with search engines, and a small-but-growing 3% relies on social media.
Street Fight Daily: Apple to Report Revenue Drop, Reviews Increasingly Impact Search
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Apple Expected to Report First Drop in Annual Revenue Since 2001… From East Coast to West Coast: The Company Behind Miami’s The New Tropic Expands to Seattle… To Dunkin’ Donuts, Media is More Than Just New User Acquisition…
New Report Shows Urban SMBs Do Better with Agency Help
Street Fight’s new analysis, The Urban SMB Report, indicates that local business owners in big cities get better results from their digital marketing efforts by not doing it themselves. The more they outsource, either to internal staff or to an agency, the higher their satisfaction rating. But there is room for improvement.
Brand Battles in Depth: Looking at Starbucks vs. Dunkin’ Donuts
The series demonstrates the real complexity of cross-platform digital marketing and the importance of a data-driven strategy in identifying meaningful objectives and tracking performance. This commentary explains how Brand Battles are constructed and how their subject areas fits into the bigger picture of local marketing for national brands.
The Importance of Location in Today’s Innovation Dialogue
It’s hard to overstate the importance of location in today’s business innovation dialogue. While consumers are online more than ever before, they continue to live their lives in the physical world. According to the U.S. Department of Commerce, while Americans spent $97 billion online in Q2 of this year, offline retail sales amounted to more than $1 trillion. The vast majority of transactions still occur in-store, and that makes location targeting an immensely powerful tool for brands.
Street Fight Daily: AT&T to Acquire Time Warner, Mobile Moves to Majority of Google Ad Rev
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… AT&T To Acquire Time Warner, Becoming Latest Media Giant with Cross-Device Mojo… Mobile Moves to Majority Share of Google’s Worldwide Ad Revenues… How Quartz Sculpts a Global, Mobile-First Brand…
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