News and Analysis

How 6 Brands Are Using AR to Drive Experience Marketing

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Worldwide spending on AR is expected to reach $215 billion by 2021, as new hardware ships and AR moves further into the mainstream. Acceleration in the AR market is also being boosted by brands’ growing frustration over the limitations in display advertising. With AR, brands can bypass ad blockers and unleash their creativity in a bid to capture the attention of consumers. Let’s take a look at how six top brands are using AR for experience marketing right now.

Google Is Increasingly Taking the Reins in Managing Campaigns for Advertisers

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Boosting its appeal beyond the reams of consumer data and stranglehold on search that make its digital advertising business the most expansive in the world, Google is increasingly executing campaigns for advertisers, deploying both automation and its own ad experts to get the job done.

New Hires at Uberall, MightyHive, Dream Local

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Every two weeks, our jobs columnist Geoff Michener provides a roundup of the latest hires in the digital marketing and media ecosystems. This week’s edition also includes new hires at Motive, JumpCrew, L’OrĂ©al, and Pubmatic.

Commentary

The Real Problem With Duplicate Data

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Duplicate information — or information that is exactly like something else — isn’t the problem. The problem is publishing inconsistent data (or publishing two different listings) that are referencing the same location.

Will Phone Calls Survive the Chatbot Apocalypse?

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The trillion dollar question is if this emerging chatbot technology will annihilate the phone call. Though I’m bullish on messaging and chatbots, the answer to that question is likely no.

Understanding the Local Search Marketing Funnel

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According to the funnel metaphor, customers travel in stages from awareness to purchase, the funnel getting narrower at each stage as some customers drop off and do not move to the next stage.

Latest Posts

#SFSNYC Recap: 5 Key Takeaways from This Year’s Summit

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The annual Street Fight Summit assembled more than 350 marketers, solutions providers, technologists, and media executives to discuss pressing issues and developments in the connected local economy. Here are five key takeaways from the day’s keynotes, panel discussions, and fireside chats.

Street Fight Daily: Uber Seeks to Raise Another $1B, Is Amazon Building Its Own Shipping Network?

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Uber Said to Plan Another $1 Billion in Fundraising (New York Times)… Amazon May Be Building a Team That Will Help It Replace FedEx and UPS (Business Insider)… Mobile Payments Will Triple in the U.S. in 2016 (eMarketer)…

Street Culture: Humility and Good Conversations at Instacart

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On-demand grocery shopping and delivery service Instacart is make headway at disrupting a multi-billion-dollar industry. Driving that effort is a relentless focus on satisfying customers. “One policy we’ve implemented at Instacart is that every employee, from the engineers up to our CEO, goes out shopping once a quarter to get an understanding of being a shopper and how our service affects the customer. Everybody here does it,” says vice president of people Mathew Caldwell.

Openings and New Hires at Thumbtack, Polar, and Yodle

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Every two weeks, Geoff Michener covers some of the latest job changes taking place in this dynamic industry. In this week’s column, Bing loses Duane Forrester, senior product manager in charge of webmaster outreach, newly minted unicorn Thumbtack appoints a CFO and general counsel, Polar hires a Googler as president of international, and Yodle brings on a president for its Brand Networks business.

LBMA Podcast: Pinterest Adds Location to Every Place Pin, Niantic Labs Raises $20M

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On the show: Pinterest Place Pins to add automatic location data; Niantic Labs raises $20 million from Google, PokĂ©mon, and Nintendo; Australia’s Westfield malls and CommBank team up for beacon play; Drinkeasy SMS craft spirits delivery service; Onomichi map provides “cat’s-eye view;” MoveLoot does the heavy lifting; RetailNext acquires Pikato. Plus, news from Shoe Carnival and SIM Partners; Tostitos Canada; and Gimbal and Phigital.

Street Fight Daily: Facebook Wants a Piece of the Search Pie, Alphabet and Amazon Earnings Reports

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Takes Aim at Search Again (Wall Street Journal)… Google CEO Sundar Pichai Cites “Real Sense of Energy and Focus” for Success (TechCrunch)… Amazon Sales Top Estimates (Bloomberg)…

Sponsored Content: Hyperlocal Strategy Updates Needed for Two National Drug Store Chains

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This month’s Brand Battle, in conjunction with Brandify, compares the local digital marketing footprint of two of the country’s largest pharmacy chains: CVS and Walgreens. The contest was close on several counts, but Walgreens emerged as the winner, edging CVS in five of the six categories evaluated.

The Price of Free Listings

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When the Yellow Pages directory came out once a year, if your business’ phone number was printed incorrectly, you were in trouble. It was the same with local business listings on the internet, except that instead of one or two books, there were thousands of websites carrying your bad data. This added up to a serious headache for multi-location brands and a serious opportunity for solutions providers that could bring order to the free business listings chaos. Here’s a look at how listings management has evolved.

5 Programmatic Ad Buying Platforms for SMBs

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Programmatic buying has a reputation for being geared toward large-scale advertisers buying high volumes of impressions. But more vendors are developing programmatic solutions aimed directly at the SMB market. Here are five platforms that give smaller advertisers the ability to plan, buy, and target digital ads in real-time.

Street Fight Daily: Amazon Gets Creative with Delivery, Dissecting Starbucks’ Mobile Success

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon Tested Package Delivery by Newspaper Trucks (Wall Street Journal)… Why Starbucks’ Order and Pay Is More Than Milk Froth (TechCrunch)… IAB: First Half 2015 Ad Revenues $27.5 Billion, Search Captures 50 Percent (Search Engine Land)…