News and Analysis
How 5 Brands Are Marketing with Smart Home Technology
Because marketing through the connected home is still in its infancy, most brands are in the experimental phase. Even though there are plenty of opportunities for connecting with consumers through smart appliances and devices, brands have to be careful in their approach to avoid overstepping boundaries or coming off as “creepy.” Regardless, the sheer volume of connected products hitting the market ensures that brands have an unprecedented number of new avenues to reach people inside their own homes.
Here are five innovative connected home marketing strategies being pioneered by brands and retail marketers.
Jeff Glueck Passes the Torch as David Shim Steps up to Foursquare CEO
Shim now faces the challenge of steering a fast-growing tech business through uncertain times for data-driven companies. While location tech is a lucrative business that provides crucial insights for brick-and-mortar companies and has yet to hit peak productivity, the industry is also facing concerns of an unprecedented scale about how much it knows about the people who power its insights.
TripAdvisor Buys Listings, Menu Management Company SinglePlatform
As SinglePlatform’s name suggests, the acquisition is a sign of changing and challenging times for search-related internet businesses. Facing pressure from a Google juggernaut that is increasingly mapping out any imaginable search experience on its own properties, digital services that connect consumers with restaurants or places to visit when traveling are consolidating, aiming to offer holistic information that keeps searchers coming back.
Commentary
How Brands Determine Their Local Marketing Effectiveness
Website analytics are the most popular means of evaluating local marketing for multi-location brands. While that’s a logical tactic for analyzing digital marketing and advertising effectiveness, it hardly presents the full picture of multichannel marketing or online-to-offline attribution.
So Long Local Search — Hello Machine-Directed Discovery
Whatever you thought you knew about getting your business found online and on mobile, or whatever you are currently learning, is already obsolete. The way consumers interact with search technology today is on its way out. Why? Autonomous cars, artificial intelligence and voice commands are all transforming search into something we can only begin to imagine.
The New Local Ecosystem: An Interview With Darren Shaw
As of this year, the task of updating the Local Search Ecosystem has been handed to Darren Shaw of Whitespark, who also inherited David Mihm’s other well-known brainchild, the Local Search Ranking Factors report. Last week, Darren released Local Search Ecosystem 2017, a bold departure in visual design and a much-needed update to the last edition, from 2014.
Latest Posts
Street Fight Daily: Google to Penalize Intrusive Mobile Ads, Facebook Improves Slideshow Ads
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… As Mobile Ads Grow More Crucial, Google Pledges to Crack Down on ‘Intrusive Interstitials’… Facebook Improves Its ‘Lightweight Video’ Slideshow Ads, Provides Support for Mobile Ad Creation… Most U.S. Publishers Rely on Both Ad Support, Subscriptions…
Factual’s Rob Jonas: Location Tech Still Has Some Big Problems to Solve
Factual has been working over the past year to build out location data partnerships with a variety of agencies and brands. We recently caught up with Rob Jonas, the company’s SVP of revenue, to talk about where Factual sees local heading and why the location data space isn’t as crowded as general adtech.
7 Ways National Brands Can Localize Email Marketing Campaigns
Going local with an email campaign can be as simple as segmenting lists by city and including the addresses of local stores or as involved as editing the copy to reflect regional purchasing trends and language dialects. The end goal remains the same: to ground the business in the local community and give customers a sense of trust.
After the Brand Battle: The Final Score
The nine Brand Battles demonstrated true commitment to local branding by nearly all of the companies that competed – but fights over best data quality, superior customer engagement and reviews were intense, and the scores were close. Out of the five areas where Brandify collected data, the point of attack in local SEO and advertising proved that a clear strategy equals clear winners…
Street Fight Daily: Lyft Disputes Sale Report, OpenStreetMap Debuts Crowdsourced Street View
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Factual’s Rob Jonas: Location Tech Still Has Some Big Problems to Solve… Lyft President Says Company Was Never Looking for a Buyer… Many Businesses Can’t Assess the Digital Customer’s Experience…
New Data Shows National Marketers Want to Place Dollars in Local Media
National marketers care an awful lot about local media, and they put stock in some of the traditional channels such as radio and print, but they’re shifting dollars and interest toward digital innovations. Local media have a big opportunity to leverage their local context and relationships, and lead national marketers into digital waters. In other words, they can take the dollars for local media, plus capture the continued expansion of budget for online initiatives…
Street Fight Daily: Lyft Seeks a Buyer Without Success, Google Expands Local Business Cards
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Lyft is Said to Be Seeking a Buyer, Without Success… Google Local Business Cards or Posts About to Roll Out to Thousands of SMBs… How the Wall Street Journal Plans to Reach 3 Million Subscribers…
Case Study: Harley-Davidson Dealers Push to Grow Mobile Database
When marketers discuss the effectiveness of email and SMS campaigns, the size of a company’s customer database can play just as significant a role in the success or failure of a given campaign. That was one of the challenges faced by Calculated Risk Motorcycle Group, a management company for six Harley-Davidson dealerships.
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Streets Ahead: Google Chat, and Instagram Reels