News and Analysis
Freckle IoT Announces Attribution Backed by Fully Compliant First-Party Data
With privacy top of mind for marketers, offline measurement firm Freckle IoT is hitting the market this morning with an expanded attribution product backed by just about the most compliant consumer data on the market. Its compliance is secure because it comes from Killi, a consent management company also founded and headed up by Freckle Founder and CEO Neil Sweeney.
Urban Airship Rebrands as Airship, Offers Broad Suite of Mobile Customer Engagement Solutions
In a bid to expand its solutions well beyond push notifications, marketing firm Urban Airship is dropping the qualifier Urban from its name and launching a new identity as Airship, a customer engagement company that works with brands to target and coordinate customer interactions across apps, websites, SMS, email, mobile wallets, and other emerging channels.
Destination-Based Marketing Adapts Location-Driven Strategies for Consumers on the Move
Brand marketers have been tailoring content to consumers based on their real-time, physical locations for years. It’s called location-based marketing, and if you’re a regular reader of Street Fight, you’ve probably heard the term quite a bit. But what happens when consumers are on the move, either driving or walking to their actual destinations? How effective is location-based marketing under those conditions?
The team at Waze believes it has created the solution for which marketers are looking, and it’s calling that solution destination-based marketing.
Commentary
Building the Essential Digital Marketing Bundle for Local Businesses
“Last time we identified our essential digital bundle for small businesses,” says David Mihm to Mike Blumenthal. “This week I thought we might tackle how agencies and media companies might go about building and selling that bundle — and why there seem to be so few who are actually doing it.”
Local’s Next Hurdle: The Impressionable Use Fallacy
No matter how good the targeting, creative, and “right person, right place,” the vast majority of our time contains urgencies that render us immune to push-based mobile ads. It’s basically a question of how often we’re actually idle, and therefore impressionable to being rerouted from a deliberate course.
Latest Posts
Street Fight Daily: DoorDash Can’t Reach $1B Valuation, Facebook Preps for Commerce
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… DoorDash May Be Latest Example of Valuation Pushback (Silicon Valley Business Journal)… Retailers and Shoppers Are Pushing the Right Buttons on ‘Remote Control’ Commerce (GeoMarketing)… You Thought Uber Was Already Everywhere, But Just Wait (The Verge)…
Local News and Ad Industries Eye Sweeping Realignment With Users (Part 1)
The solution to digital news media’s woes, according to Bill Densmore, will necessitate a total transformation of the news industry to create more transparent and mutually beneficial relationships among publishers, users, and advertisers. It can happen through what Densmore calls the “Information Trust Exchange.”
Yext Integrates Google Into PowerListings, Extends Real-Time Updates for Both SMBs and Enterprise
Yext today announced a new integration with Google that will allow the company to offer real-time updates to all of its customers across Google’s suite of listings products. The integration eliminates manual submission, and allows all of the Yext’s customers to adjust how information is displayed on Google in real time.
Street Fight Daily: Facebook Puts Focus on Pages for SMBs, Smartphone Purchases Set to Surge
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Inside Facebook’s Push to Make Pages the Dominant Mobile Tool for SMBs (Street Fight)… Print’s Dead — But So Is Digital (USA Today)… Most Digital Buyers Will Make Purchases via Smartphone by 2017 (eMarketer)…
Street Fight Daily: Alibaba Buys 5.6% of Groupon, Apple and Google Struggle for Upper Hand
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Alibaba Gets New Learning Opportunity with 5.6% Stake in Groupon (Bloomberg)… ‘Apple’s Bargaining Power Over Google Is Weaker Than Previously Thought’ (Business Insider)… The Battle for App-Specific Maps (VentureBeat)…
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The Road Ahead: What Autonomous Cars Teach Us About Marketing Automation