News and Analysis
Consumer Concerns Shift from Covid-19 to Economic Uncertainty
Local businesses have been forced out of their comfort zone this summer as the economic impact of Covid-19 lingers and uncertainty persists into the final weeks of summer. With so many questions unanswered, businesses are searching for resources to help guide their decisions in marketing and general operations.
A number of martech firms are looking to fill the information void by launching their own Covid-19 resource centers and consumer data projects. The location-powered advertising and analytics firm Blis launched its own consumer sentiment tracker, with data from consumers in the United States, United Kingdom, United Arab Emirates, Singapore, and Australia.
Foursquare Uses Location Data to Increase Shopper Safety During Covid-19
Social distancing has become a new way of life, but in crowded metro areas, it’s not always possible to remain socially distant inside busy places like supermarkets and pharmacies. Shopping during off-peak periods is the best way to avoid crowds, but during the daytime hours, it’s anyone’s guess whether a particular store will be crowded or empty.
Foursquare thinks it has a solution.
Snapchat’s “Promote Local Place”: The Deeper Dive
Snapchat’s 200 million users can now use Snap Map to find businesses in addition to finding friends. These two activities can go hand in hand if friends are discovered nearby on the map when users are planning local adventures.
But what matters most for local is that Snap will now let businesses promote themselves in the map interface, adding a key option for local advertising. This will happen on a self-serve basis for both SMBs and multi-location brands.
Commentary
Google As Website? The Recent Explosion in Knowledge Panel Features and Interactivity
“Presentation layer doesn’t sufficiently describe Google’s ambitions. They want to be the transaction layer of the Internet—at least in local,” David Mihm tells Mike Blumenthal in their latest biweekly column.
State of Hyperlocal: Report Shows Buyer and Seller Alignment, Attribution Focus
Both SMBs and multi-location brands listed social media as the top marketing strategy on which they were increasing spending. The majority of both groups said they were maintaining or increasing spending on all of the six digital marketing types we asked about.
LBMA Podcast: Life360 buys PathSense, Facebook’s AR camera
On the show: MyPark app, Josera campaing, Phoenix Contract + Favendo, eBay’s new AR tool, Shazam teams up with Glenlivet.
Latest Posts
Street Fight Daily: where Location-Based Marketing Is Headed, Uber Ends Self-Driving Ops in SF
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… How Location-Based Marketing Will Evolve in 2017… Uber Ends Self-Driving Car Test in San Francisco… Brands and Publishers Use Facebook Messenger to Boost PR and Sales…
Under Pressure, Local TV Advertising Still Shows Lots of Opportunity
Local TV ad spending is set to take a big hit next year, projected to decrease at a double-digit pace after an election and Olympics year. Nonetheless, local TV represents a solid opportunity for smart media and marketing tech companies, as TV remains U.S. consumers’ primary time-sink.
The SDK Equation: Four Questions for Restarting the Conversation on Publisher Integration
How can mobile marketing restart the conversation around SDK integration with publishers, industrywide? Let’s start with distinctions and empowerment — key ways that the industry can arm publishers with the knowledge they need to evaluate a good SDK while detecting the badly built versions.
Street Fight Daily: Amazon’s Ad Tech Strategy, 7-Eleven Beats Tech Giants on Drone Delivery
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… A Briefing with Amazon, Ad Tech’s Dark Horse… 7-Eleven Beats Google and Amazon to First Regular Commercial Drone Delivery Service… Mobile is the Key to Extraordinary Brand Experiences…
Hearst Papers Tested to Perfect the Vital ‘User Experience’
Revenue SVP Esfand Pourmand wants the group’s 17 dailies and 57 weeklies to maximize their revenue potential. To do that he knows they also have to enrich “user experiences” across multiple platforms.
The Buzz on Wikileaf: Compare Pot Prices Then Map a Route to Your Next High
A GasBuddy for pot? Why not? That seems to be the conclusion of one Seattle-based entrepreneur, whose location-based pricing-and-reviews service wants a slice of what he estimates will be an $8 billion industry in 2017.
4 Ways to Dust Off Your Website and Use It to Engage with Customers
Creating fresh content and having the time and staff to devote to keeping the website updated are other challenges business owners frequently point out as barriers to building and maintaining a website. But it shouldn’t be this way. Websites are still a foundational marketing element for businesses of all sizes—especially small- and medium-size businesses (SMBs) like restaurants, retails, gyms, banks and other service providers.
Street Fight: Uber’s Q3 Losses ‘Eye-Popping’, Snap Makes Moves on Ad Tech
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Uber’s Loss Exceeds $800M in Third Quarter on $1.7B Net Revenue… With Acquihire of Flite, Snapchat Looks to Boost Ad Tech Capabilities… Small Business Owners Pessimistic About Holidays but Hopeful for 2017…
Finding Success as a Digital Agency, DAC Group Expands Deeper Into Europe
The legacy listings company has undergone a transformation over the past five years, doubling revenue while shifting its mix from 80% print to 90% digital. We caught up with CEO Norm Hagarty to talk about DAC Group’s two recent international acquisitions and where he thinks local is heading.
Why People-Based Marketing Platforms Will Begin to Dominate in 2017
This past year laid the foundation for major transitions across the marketing landscape. Those trends will accelerate in 2017, ultimately reshaping our industry for decades to come. Ultimately, marketers want to engage real people in the real-world. Next year the impact of this will be felt in numerous ways.
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AI Won’t Fix Advertising – It May Scale Its Chaotic Nature