News and Analysis
Direct-to-Consumer Brands Are Winning at Personalized Messaging. Here’s Why
According to new research conducted by Braze, a company that specializes in growth marketing automation, direct-to-consumer brands beat non-direct-to-consumer brands with 58.6% higher messaging open rates across channels.
One reason for the higher open rates is because direct-to-consumer brands show greater willingness to use automation and iteration to personalize messages and speak to customers at a point in the journey when it makes sense for them.
Nextdoor Releases Local Deals to Connect Businesses with Nearby Customers
Nextdoor, the social networking app that requires users to enter a verified address in order to connect neighbors, is announcing local deals, a feature that will allow businesses on the platform to promote sales, discounts, and other offers to nearby customers.
Nextdoor is active in more than 248,000 neighborhoods across 11 countries.
Google Considers Buying TikTok Rival
TikTok could be seen as a competitor for YouTube, the video platform owned by Google’s parent company, Alphabet. TikTok is typically seen as a greater threat to Facebook in the social category, and the social giant is testing a copycat app of its own to crush the insurgent. But more time on TikTok could also mean less time on YouTube in a tight attention economy, and TikTok’s fervent teen users apparently have Google concerned enough to spark a potential Firework deal.
Commentary
Cutting Through the Crowds at Festivals: How Brands Can Reach Summer Groupies
When fans use their mobile phones to travel to or around a festival, or when contacting their friends on-site, they’re giving brands valuable information about where they are and what they like. And if advertisers know how to capitalize on this data, they’ll be able to identify and reach their ideal audiences.
Latest Posts
Street Culture: G/O Digital Building Community via Nerf Wars
The right way to build a company culture: it’s different for every company, every leadership team, and every squad of employees. CEO Tim Fagan says that when G/O spun off from TEGNA, the strategy to build culture was intentionally developed with just three short, simple values: accountability, quality, and urgency.
#SFSW16 VIDEO: At the Intersection of Travel and Local
The kinds of connections being made between travelers exploring a new city and local businesses are similar to those that people make when they are looking for goods and services at home. And Airbnb has made it clear over the past couple of years that the company wants to help travelers “live like a local.”
#SFSW16 VIDEO: The Virtual Reality Revolution and Its Implications for Local
With the rise of Oculus and a host of other new companies, there has been lots of talk this year about the potential local and retail implications for virtual reality and augmented reality. At Street Fight Summit West in San Francisco earlier this month, a panel examined how brands and retailers see the VR/AR opportunity.
Your Local Broadcast: Centric Finds the Cameras in Your Neighborhood
The new service is a video discovery app and broadcasting platform that enable users to browse, view and interact with video that’s being shared around them. “It’s like being handed a new map to your neighborhood that has all sorts of stuff you didn’t know existed before,” said CEO Vincent Gibson.
#SFSW16 VIDEO: How On-Demand Is Changing the Way Brick-and-Mortar Businesses Compete With Ecommerce
While ecommerce companies have doubled down on taking their chunks out of the local pie, some on-demand services are trying to find ways to use their immediacy to help brick-and-mortar businesses fight back. At Street Fight Summit West earlier this month, a panel looked at this tension between ecommerce and brick-and-mortar.
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Beyond Likes: Win Hearts with Emotional Marketing