News and Analysis
With Investment in Geo, Foursquare Focuses on Improving Data Access
When it comes to location data specifically, Senior VP of Product Josh Cohen is seeing Foursquare’s partners put more emphasis on the quality of data. The company’s partners are developing more sophisticated understandings of the range of data quality when it comes to location, which means Foursquare has to dedicate more resources to make sure new industry-wide expectations are met.
Telnet Passwords Leaked for Half a Million IoT Devices, Servers, Routers
The breach is particularly significant given the rapid expansion of smart or IoT devices. Given that consumers already struggle to secure basic electronic devices including laptops and smartphones, the Telnet breach indicates how much larger the security risk for personal devices may become in coming years as smart speakers, TVs, and fridges join the legion of devices open to hackers.
Roundtable: How Google’s Third-Party Cookie Announcement Will Disrupt Search, Ad Tech
Google indicated it is making the change to boost user privacy on the Web, and the company believes digital advertising can survive on the back of evolving, more privacy-aware data sources. Chief among those sources, at least in the case of Chrome, will be Google’s privacy sandbox, which will offer advertisers and ad tech companies personalization opportunities based on browser data without granting them direct access to user-level information.
To size up the impact of Google’s announcement on ad tech and hyperlocal marketing, we turned to a slate of industry professionals for their takes on the move.
Commentary
Enterprise Local Marketers Treat AI Hype as Means to an End
Our research suggests that big brands and retailers don’t have AI high on their list of local marketing priorities. But it appears that if brands are very email- and direct mail-focused, and that’s where they’re thinking of applying AI.
Can Yelp Extend Its Moment in the Sun?
“[Yelp has] not been very innovative in approaching the many needs of the SMB markets,” Mike Blumenthal writes to David Mihm. “It would seem that there could be (or should have been?) a raft of functionality that they could provide from appointments to customer follow-up that would be a natural fit.”
How Brands Can Use Location to Ace Back-To-School Ad Campaigns
Brands could be throwing their back-to-school ad dollars to the wind if they are only taking a standard location approach. In fact, the study found that brands could wasting more than 80 percent of their back-to-school media on the wrong audience if location data isn’t used correctly .
Latest Posts
LBMA Podcast: Twitter/Foursquare, Amazon Dash, Verve/Roximity
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan and Aubriana Lopez. On the show: Pinterest, Danone + INRIX, KWIK, Dolce & Gabana, Rover, KFC India, Gimbal + Health Media Network, xAd + Comscore.
Street Fight Daily: Lyft Launches Luxury Service, Localytics Integrates with Oracle
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Lyft Launches Premier, Poaches Uber Employees to Get It Running… Localytics Integrates with Oracle for Omnichannel Marketing… Uber Raises $1.15 Billion From First Leveraged Loan…
Life After Patch: Finding Success in Community Publishing as a One-Person Operation
Two years ago, Aol’s sale of Patch to Hale Global prompted a number of the company’s former editors to found their own independent sites. Michael Dinan, who had held major Patch posts in suburban Connecticut, was one of them. In this Q & A, we see how he and NewCanaanite.com are faring.
5 Steps to Identifying the Channel Partners That Will Grow Your Business
It’s no surprise they call the golden rule of channel sales the 90/10 rule where 90% of the sales are going to come from 10% of your partners. The best approach to this problem is to come up with frameworks you can use to focus on those most likely to end up in the winner bucket.
Street Fight Daily: Gannett Acquires Jersey Papers, Walmart Responds to Apple Pay
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Gannett Buys the Bergen Record and Other New Jersey Papers… Walmart’s Answer to Apple Pay is Now Available in All Walmart Stores… Used-Car Mobile Marketplace, Shift, Launches…
Super Retailers Face Super Location Data Problems
Managing location data across hundreds and thousands of locations requires dedicated resources to scale the data and change it. Just as importantly, a business must treat location data as a competitive asset, organized and managed like inventory.
7 Ways Booking Platforms Can Utilize Location Technology
Booking vendors use location technology to personalize and streamline the online scheduling experience for consumers. This, in turn, benefits the businesses that use these platforms because it makes their clients more likely to schedule more frequent appointments.
Street Fight Daily: Angie’s List Strikes Paywall, Google Maps Enables SMB Discovery
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Angie’s List is Now Free, and What That Means for SMBs and Local Search… Google Maps Makes It Easier to Find Local Businesses On Your Route… Square and Facebook Serve Up Offline Attribution for an Ohio Eatery…
Why Enterprise Marketers Are Such an Elusive Market
A new report based on insights collected from 200 executives at some of the biggest brands and retailers, reveals a lingering preference for traditional media over digital. But it offers a glimmer of hope where it shines a light on the pain points that are keeping digital from realizing its full potential with enterprise marketers…
Is Google Shrinking the Local Pack?
The reduction of local search real estate represents a huge challenge to marketers, who must work even harder to ensure their clients’ listings can compete in a shrinking field. It also suggests that a strategy combining organic and paid efforts is becoming ever more important.
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Meta Is Automating Ads, But Brands Still Face a Bigger Problem