News and Analysis
Gimbal App Gives Consumers More Choice, Privacy Controls
While the digital marketing industry waits for full enforcement of California’s Consumer Privacy Act (CCPA) to go into effect later this year, the mobile advertising, location solutions, and data company Gimbal is actively working to position itself as a leader in the consumer privacy space. The company recently launched a mobile app called LocationChoices, which gives consumers more control over how their data is used. Gimbal is also building a coalition with other industry players that would give participating vendors a way to systematically honor the requests of individual consumer opt-outs.
Local Search Association Rebrands as Localogy
In 2019, updates to Google’s local search algorithms and changes in the way consumers use mobile devices caused a shift in the way local businesses marketed themselves online. Digital marketing firms have been quick to pivot to meet market demand. As of today, one of the industry’s most influential not-for-profit associations is making a change as well.
Local Search Association (LSA), a not-for-profit association of companies focused on local and location-based marketing, will now be known as Localogy. The name change is part of a larger rebranding effort as the group looks for ways to better showcase its mission to re-invest in the changing nature of local business.
Leveraging Consumer Data in the Privacy Era
Industry executives are working overtime to help their clients maintain their current marketing practices without running afoul of the latest privacy regulations. Over at Tealium, a firm that specializes in customer data management and protection, Co-Founder and Chief Technology Officer Mike Anderson is encouraging clients to focus on the customer experience of consent while clearly articulating why they need consumers’ data.
“You can’t build customer profiles if the data isn’t there,” Anderson says. “There’s a level of education needed at the point of consent to show the consumer what value they will get in return when they opt-in.”
Commentary
Building a Local Stack: The Rise of ‘SMB OS’
SMB OS includes the full range of business services that traditionally fall outside of – but are related to – advertising. It’s POS systems, supply chain, payroll, insurance, appointment scheduling, online ordering, CRM… even HR.
Facebook’s Self-Serve Ad Creative Can’t Be SMBs’ Only Choice
By removing some of the barriers to ad spend for small businesses, Facebook is trying to become a one-stop shop for their ad dollars. SMBs are likely aware of the problem, but they shouldn’t be willing to rely on Facebook exclusively for their marketing and advertising needs.
Podcasting Won’t Replace Local Radio Soon
As a local advertising medium, podcasting shows promise, but it has a very long way to go. The medium is fresh and growing, and ad inventory is far less cluttered than radio, although a little pricey at $18 to $25 CPM.
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Case Study: Non-Profit Searches for Cost-Effective Marketing Solutions
Community support is essential for any local organization, and particularly for non-profits like Keshet Dance Company, which relies on partnerships and sponsorships to fund its socially-driven programming for at-risk youth.
Street Fight Daily: Gannett Buys ReachLocal, Facebook Debuts Staff-Curated Event Recommendations
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Gannett to Buy Digital Services Company ReachLocal… How Businesses Can Take Advantage of the Massive Opportunity in Local Data… Facebook Debuts Event Recommendation Based On Staff Opinions, Not Algorithms…
Online-to-Offline: Is Local’s Holy Grail Within Reach?
The outcome could be the biggest step towards local ad attribution we’ve seen yet. And Facebook’s sheer scale will force more advertisers’ hands — especially those still not doing more to measure activity where $7 trillion in U.S. consumer spending happens.
6 Tools SMBs Can Use to Identify Dissatisfied Customers
Customer opinions have never mattered more, when just a few dissatisfied customers have the ability to tank a small business’s reputation on social media and review websites like Yelp. Here’s how vendors are giving SMBs a way to make all of their customers feel heard.
Street Fight Daily: Twitter Launches Location Feeds, Are Ride-Share Drivers Independent Contractors?
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Twitter Launches Tags to Location Feeds with Foursquare… Lyft’s $27 Million Deal to Make Drivers Independent Contractors Gets Closer To Approval… 6 Tools SMBs Can Use to Identify Dissatisfied Customers …
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.”
Street Fight Daily: Uber Phasing Out Surge in Favor of Upfront Pricing, Apple’s Reply to Echo
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Uber Switches Out Surge for Price Transparency… Why We Might Not See An Echo-Like Device From Apple… Google Takes Steps to ‘Democratize Programmatic’ for Buyers…
How Community News Can Win Respect — And Bring in Revenue
“You can’t always focus on monetization,” says 30A’s Mike Ragsdale. “You have to focus on what’s good for the community and for your audience. In my experience, if you do that, the money will eventually follow. Put others first, and they’ll inevitably support you.”
#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.
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AI Won’t Fix Advertising – It May Scale Its Chaotic Nature