News and Analysis
Zenreach Attract Connects Online Ads to In-Store Results
Online metrics, like click-through rates and return-on-ad-spend, can quickly show ecommerce retailers how well their digital advertising campaigns are working. But what happens in the real world? The KPIs used in ecommerce mean almost nothing to brick-and-mortar merchants. In fact, digital approximations can actually cause merchants with physical locations to overspend on certain audience segments, while undervaluing others.
That’s something Zenreach is trying to change.
San Francisco Partially Bans Facial Recognition, Putting Technology’s Future in Doubt
Civil rights and privacy activists asked, and the San Francisco Board of Supervisors delivered.
The city banned the use of facial recognition technology by law enforcement and other municipal agencies on Tuesday, becoming the first in the country to do so. Other bills in the works in Massachusetts and even on Capitol Hill suggest that additional restrictions on the technology may be forthcoming.
Local Social Network Nextdoor Raises $123 Million
The digital advertising proposition for Nextdoor is obvious—what better way to drive customers into nearby brick-and-mortar stores than to generate buzz on a social platform centered on users’ physical location? Venture capitalists see the value proposition, as Chris Varelas, co-founder and managing partner at Riverwood, proclaimed Nextdoor as the “future of local community and commerce.”
Commentary
Is There an SMB Analytics Market? And If So, What Should It Measure?
“I’m not convinced small businesses without a full-time in-house marketer really care about analytics,” David Mihm tells Mike Blumenthal in their bi-weekly chat. “They certainly don’t have the time or expertise to dive in each week and change their marketing or customer service behavior based on what a dashboard is telling them.”
Latest Posts
Street Fight Daily: Facebook Reaches 3M Advertisers, Googler Explains AdWords Changes
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Just Passed 3 Million Advertisers — Here’s Why It’s Doubling Down on Small Businesses (Business Insider)… Google’s Take on the Recent Changes to the Results Page (Search Engine Land)… The Inside Story of Uber’s Big Bet on Food (Business Insider)…
Street Fight Daily: The Quiet Success of Ecommerce App Wish, LinkedIn Launches B2B Marketing Tool
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Ecommerce App Wish Has ‘Hundreds of Millions of Users’ (Plus Other Stats About the Company) (TechCrunch)… LinkedIn Debuts New Targeting Feature for Marketers (AdAge)… SoundHound’s Virtual Assistant Launches Out of Beta (VentureBeat)…
How Data Is Poised to Significantly Transform Local Marketing
It is becoming clear that this is the year when our industry effectively leverages data integration across the marketing ecosystem. One significant aspect of this industry evolution is the injection of physical-world data with other data sets, as well as mobile. Mobile data is the glue that connects all data with the broader ecosystem.
Good Uncle’s Cerilli: ‘We Could Change the Face of Franchising’
If Wiley Cerilli’s new venture has its way, geography won’t be as limiting a factor in determining who has access to gourmet food and celebrated dishes from famous chefs. The company, which recently raised $2.2 million, will launch this fall in smaller cities and towns, linking local populations to big-city food via a mobile app and delivery service.
Street Fight Daily: Google/Facebook vs. Publishers, Will Alibaba Buy Yahoo Stake?
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… In Battle with Google and Facebook, More Publishers Join Forces (Digiday)… Alibaba Raises More Cash, Yahoo Stake In Sight? (Forbes)… Most Mobile Marketers Are Using Location, But How Do You Do It Right? (Marketing Land)…
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Why TV Remains the Heartbeat of Local Connection