News and Analysis
The Risk of Emphasizing Data Quantity Over Quality
The privacy movement heralded by January’s implementation of the California Consumer Privacy Act has shone a spotlight on the ethical issues surrounding data collection. But digital marketing insiders know that ethics is not the only issue plaguing data-driven business.
Ensuring the quality and accuracy of data is a major challenge for marketers, data brokers, and consumers. Drew Kutcharian, CTO and co-founder of audience platform DISQO, checked in with Street Fight to provide his vision of the data quality-quantity balance and how privacy legislation will affect it going forward.
Review Generation and Management Platforms for Healthcare
In healthcare marketing, it all comes down to the patients. Adding patient reviews to a healthcare organization’s website can improve its ranking in the Google algorithm, particularly when those reviews are filled with relevant keywords. Just as importantly, though, patient reviews have a positive impact on the way other people view medical websites. Practice websites with user-generated content, including reviews, score higher in reliability, expertise, and professionalism.
Here are six examples of review generation and management platforms aimed squarely at healthcare organizations.
How The Canucks Use Chat to Optimize the Fan Experience
Telephone surveys are notoriously unreliable. So are email questionnaires. When it comes to engaging consumers in two-way market research, companies are increasingly looking toward chat-based technologies as a potential solution.
Case and point: the Vancouver Canucks. The ice hockey team has started using chat-based technology to capture fan feedback in real-time during home games in the team’s Vancouver stadium.
Commentary
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.
Google Elevates Local Marketing to Prime Time
Many industry watchers and practitioners correctly perceived the GMB API as a sign of how important it is for businesses to manage their location data properly. But the progression of the API represents something even bigger: empowering businesses to elevate and measure the value of local search marketing.
Cultural Shifts Underlines Google’s Local Enterprise Play
“Google at one time talked about a suite of GMB products called the Business Builder but it got left on the cutting room floor of the forced march to Google Plus and the subsequent ugly separation,” Mike Blumenthal tells David Mihm. “It’s refreshing to see a similar strategy finally coming to fruition. I think we are seeing them being slowly tied together.”
Latest Posts
LBMA Podcast: Jack Daniels + Facebook, Bloom for Publishers, Mastercard + PlaceIQ
Welcome to This Week in Location Based Marketing, a weekly video podcast from the Location Based Marketing Association with Asif Khan and Aubriana Lopez. On the show: Dixons Carphone, ZoneTap, LinkNYC, Brightsign + MoodMedia for Costa Coffee, Swirl + Oracle Marketing Cloud, Comqi + Panasonic.
Street Fight Daily: YP Names New CEO, Uber Offers Self-Driving Car Rides for Free
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Ex-Cox Exec Jared Rowe Named YP CEO… Travis Kalanick on Uber’s Bet on Self-Driving Cars: ‘I Can’t Be Wrong’… The New York Times Shutters NYT Now App…
John Oliver Delivers a Valentine (And a Warning) to Newspapers — But Will They Listen?
John Oliver’s tribute to newspapers on HBO’s “Last Week Tonight” highlighted the challenges for the country’s dailies, as well as the dangers of making online news all about clickbait. To combat this dismal future, publishers should focus on making their sites as engaging as possible, which could ultimately help sell digital subscriptions.
How Online Lenders Can Refine Their Targeting of SMBs
The combination of doubling down on the minority of SMBs that are most likely to be receptive to capital and making it easy to engage these SMBs across on/offline channels with personalized, automated campaigns can make all of the difference.
Street Fight Daily: Gannett Ups Offer for Tronc, QSRs Boost Business with Mobile
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Gannett Sweetens Bid for Chicago Tribune Parent Tronc… Quick-Serve Restaurants Use Mobile to Boost Order Value… Why Local Auto Dealers Are Steering Marketing Budgets To Digital…
Tech Takes the Battle for SMBs to Your Appointment Book
The unassuming calendar is emerging as a multi-billion-dollar gateway for companies trying to capitalize on the giant business of processing payments for small and medium-sized businesses.
Foursquare’s Location Analysis Digs Into Brand Preferences of Festival Attendees
Location data is increasingly being used to market to consumers beyond traditional store walls. Whether the data comes from Foursquare or other competing location intelligence firms, it’s being used to demonstrate which mobile ads drive people to physical stores with real-time feedback.
Street Fight Daily: Ford’s Ride-Hail Ambitions, Yik Yak Shifts Focus to Local Connections
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Ford Plans to Have a Full Fleet of Autonomous Cars Operating in a Ride-Hail Service by 2021… Yik Yak Yearns to Be Local, Not Just Anonymous… Retailers Should Perfect In-Store Pickup or Not Offer It At All…
How Marketers Are Localizing Their Back-to-School Campaigns
With back-to-school and back-to-college spending forecasted to reach $75.8 billion this year, brands and retailers are getting more strategic — and creative — with their localized marketing campaigns. Here are six examples of recent campaigns aimed directly at back-to-school shoppers.
Local Loyalty: Klosebuy Plans to Bring Powerful Marketing to Main Street
New loyalty entrants are looking to make life simpler for the thrifty with suites of services that stretch from the marketer all the way to a consumer’s wallet. And some of those, like Klosebuy, are focusing local — targeting the SMB by giving them the power over loyalty programs once reserved for the big guys.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem