News and Analysis
The Location Angle on Another Bombshell Privacy Exposé from the New York Times
What exactly did Facebook do wrong, and what do its supposed wrongs portend for the future of data-driven, and especially location data-driven, marketing? Here are some major takeaways pertaining to future legislation, likely consumer reactions, and the distinction between data selling and sharing.
Google Testing Restaurant Booking, Foreshadowing Ever Tighter Grip on Local Commerce
The news is an important signal that local-commerce options like Reserve with Google will get sleeker and more dominant in the years to come. And it calls to mind a crucial local-search debate: Will Google SERPs and the many options for engagement with local brick-and-mortars on them effectively supplant the local business website as the crucial interface for interacting with customers?
Latest Posts
Street Fight Daily: Mobile Wallets Can Guide Search’s ‘Next Moment,’ BuzzFeed Wants to Go Local
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Mobile Wallets, GPS and Beacons: How to Dominate the ‘Next Moment’ of Local Search (Search Engine Land)… BuzzFeed Is Planning to Enter the Local News Game in the U.K. (Nieman Lab)… Grubhub, DoorDash, and Caviar Hit with Worker-Misclassification Complaints (San Francisco Business Times)…
How Local Businesses Can Leverage Content Marketing
Content marketing is on the rise: 69 percent of B2C marketers are creating more content now than they did a year ago, according to the Content Marketing Institute. Using blogs, videos, infographics, and other content to attract the interest of customers can be an effective option for small or local businesses. But time and resource constraints mean local businesses need to approach content marketing in a smart and strategic way.
Better Use of Data Could Dramatically Alter Local Digital Sales
Data is a core principle of digital marketing today, yet when it comes to local, big data has not penetrated very deeply where the sales process is concerned. All of that is about to change with the appearance of multiple companies trying to put data at the center of the way digital marketing is presented and sold to local businesses.
Street Fight Daily: Groupon Will Cut 1,100 Jobs, LivingSocial is Planning a Comeback
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Groupon to Cut 1,100 Jobs, Pull Out of 7 Countries (Chicago Tribune)… The Resurrection of LivingSocial (DCInno)… The Commoditization of Ad Tech — How the Cross-Device Landscape is Going to Get Worse Before It Gets Better (Medium)…
5 Tools for Measuring Social Marketing Results
Social media has become an essential part of the local marketer’s playbook. But with so many platforms and networks to choose from, and so many metrics to measure, it’s challenging for small business owners to know what they’re getting in return for their budgets. Here are six platforms with advanced tools for measuring results on social spending.
Report: Breaking into the Inbox with Successful Pitches to Local Merchants
A new report from Street Fight Insights found that when being pitched a new product or service, local merchants want information on costs, a clear explanation — backed up by case studies — of how the product or service will benefit their business, and all their questions or concerns addressed.
Street Fight Daily: Starbucks Launches Mobile Ordering, a Recap of Google’s Local Search Updates
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Never Wait in Line Again: Starbucks Rolls Out Mobile Ordering Nationwide (Mashable)… The New Google Local Search Display (Search Engine Land)… Postmates Unveils Revamped Platform, Announces 4 Million Deliveries (TechCrunch)…
Did Apple Just Solve Deep Linking?
One of the coolest things to come out Apple’s September product event was 3D Touch, which lets users indicate levels of intent based on how hard they press apps and links. Beyond the gadgetry of 3D Touch, one thing hasn’t been said: This is essentially deep linking, an area that will be a key battleground in local. 3D Touch could preempt the deep linking dilemma by peeking deep within other apps — a lighter and more elegant solution I’m calling “deep previewing.”
Street Fight Daily: Understanding the Decline of Search, Ad Blocking App Creator’s Second Thoughts
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google’s Search Business Might Not Be as Water-Tight as People Think (Business Insider)…The Creator of the iPhone’s Top-Selling Ad Blocker Pulled His App off the Market (AdWeek)… Target Wants to Turn Minneapolis into a Mini-Silicon Valley (Fortune)…
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The Road Ahead: What Autonomous Cars Teach Us About Marketing Automation