News and Analysis
Mobile Far Superior to Desktop for DTC Advertising
DTCs are notoriously effective in courting young shoppers, including millennials and emerging Gen-Z consumers. This is likely because younger shoppers, growing up in the digital age and native to its conventions, gravitate toward convenience and are less tied to the longstanding preferences that legacy brands carefully crafted through decades of advertising. Mobile, which is tied to identity and location and offers quick digital purchasing options, is the platform where these trends are most exaggerated.
Gimbal Innovates to Track Consumer Trends in the Physical World
For years, marketers have used Google Trends to uncover insights based on search data. Now, executives at the advertising and marketing automation platform Gimbal are hoping their newest product will serve the same purpose for the physical world.
Built on top of an independent location data set, Gimbal Trends has been designed to provide marketers with a comprehensive view of consumer behavior in the real world. The product was released this morning, and already Gimbal is seeing interest from companies in the entertainment industry that are interested in leveraging the data to optimize their decision-making processes about upcoming events.
7 Indoor Mapping Platforms for Retailers
More than half of shoppers (57%) have used a retailer’s mobile app while in-store. In order for their apps to provide the greatest amount of value, retailers need to tap in to location features, including indoor mapping. When Street Fight first wrote about indoor mapping tools back in 2013, the technology was still relatively young. Now, the market has had time to mature and retailers looking at integrating indoor mapping technology into their mobile apps have an even wider array of vendors to choose from.
Here are seven companies with indoor mapping solutions for retailers.
Commentary
How Does Google Determine the Authority of Local Entities?
“Each of these sites that Google trusts might calculate authority in a different way, but if Google can verify the relationship to the local entity, they can apply that authority to the ranking of the local listing,” writes Mike Blumenthal to David Mihm.
Where Home Phones Meet Voice-Assisted Search
Similar to the shift from desktop to mobile, local marketers need to consider how the shift to voice-activated devices will impact their strategy. The smart home hub offers a new device on which consumers will interact with local businesses.
Luxury Lingerie Maker Cosabella Drives Sales with Email, Social Media
With Valentine’s Day upon us, what better time for looking at how a lingerie company does its digital marketing? Street Fight recently sat down with Cosabella CEO Guido Campello and marketing director Courtney Connell to talk about how company gets the word out about its products.
Latest Posts
Street Fight Daily: DoorDash Raises $127 Million, Billy Penn to Expand Its Local News Model
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… DoorDash Raises $127 Million in ‘Down’ Round (Wall Street Journal)… Can the Billy Penn Model for Local News Work Beyond Philadelphia? We’re About to Find Out (Poynter)… Yahoo Ad Revenue to Drop Nearly 14% This Year (eMarketer)…
PlaceIQ’s Mandeep Mason on Looking at Location from an International Perspective
PlaceIQ’s EMEA General Manager, Mandeep Mason, discusses international expansion, why this is a good time for local marketing, and why local analytics need to be part of any overall media plan.
Case Study: NYC Restaurant Uses Automation Tools to Update Search Listings
This case study looks at how New York City’s Paola’s Restaurant worked OpenTable, Yext, email and Yelp to boost walk-ins and traffic. Which tools were most effective and which weren’t worth the expense?
Street Fight Daily: Google’s Increasingly App-Like Mobile Web, Mobile Sensor Project ‘CrowdSignals’
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Is Gradually Turning Mobile Search Into an App-Like Experience (Screenwerk)… CrowdSignals Aims to Create a Marketplace for Smartphone Sensor Data (New York Times)… Retail Browsing Is Rapidly Shifting to Mobile, So Why Isn’t Buying? (AdAge)…
Go Daddy Launches Cloud Solutions for SMBs
Go Daddy has launchedtwo new products: Cloud Servers and Cloud Applications, both of which are engineered to help a web professional quickly build, test and scale cloud solutions.
All That Glitters Is Not Gold: Separating Real Value From ‘Shiny New Things’ in Local
Perhaps there is an industry epidemic of insecurity around the value provided to local businesses given the large market opportunity. Or, perhaps some organizations still think there is business in obfuscating value long enough to make some profit regardless of the damage.
E-commerce Is a $341.7 Billion-dollar Industry — Can SMBs Get a Piece of the Pie?
Small businesses can close the gap between online and offline commerce with some hard work and adherence to a smart strategy. Here are a few tips to get you started.
Street Fight Daily: Amazon’s Powerful Lobbyists, comScore and Viacom Announce Multiplatform Deal
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon Leans on Government in Its Quest to Be a Delivery Powerhouse (New York Times)… comScore Says Multiplatform Deal with Viacom Will Transform How Ads Are Bought (Adweek)… Uber’s Quest to Catch the Tourist Buck (VentureBeat)…
Can LifePosts’ Digital Obits Provide Clues for Sustainable Local Publishing?
LifePost’s digital obits are offering a way to commemorate people and pets in a dedicated place outside of social media. The idea has drawn support from Twitter ex-CEO Dick Costolo, among others.
Street Culture: Multi-Location Brands Connect Employees With Beekeeper
Beekeeper is like Slack but for companies with employees who are on the move, waiting tables and parking cars. The mobile-based communications platform is growing quickly and meeting a current need in the marketplace.
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