News and Analysis
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.
Years After YouTube-Driven Brand Safety Crisis, Consumer Concerns Remain
A whopping 60% of consumers surveyed by mobile ad tech firm AdColony say they still see content on Facebook that is damaging to brands, and 49% say seeing appropriate advertisements in proximity to harmful content negatively affects their perception of proper advertisers. That’s the most provocative finding from a survey that indicates the brand safety issue is far from resolved in the digital advertising ecosystem.
Measuring the Impact of McDonald’s Push Into Automation, Personalization
With the right personalization and automation technology in place, McDonald’s is said to have plans to learn about customers through their ordering behaviors. More specifically, McDonald’s is planning to use Dynamic Yield’s technology to create a drive-thru menu that can be tailored based on factors like weather, restaurant traffic, and trending menu items. For example, when the temperature tops 100 degrees, milkshakes and ice cream sundaes might move into a prominent spot on the drive-thru menu board. When it starts raining outside, coffee and hot chocolate might take top billing.
Commentary
How Businesses Can Take Advantage of the Massive Opportunity in Local Data
The difficulty of accessing local data has been changing with the rise of smartphones. We no longer have to guess and approximate where consumers go, because mobile phones can provide data that paints a much richer picture of where, when, and why users visit the world around them.
Online-to-Offline: Is Local’s Holy Grail Within Reach?
The outcome could be the biggest step towards local ad attribution we’ve seen yet. And Facebook’s sheer scale will force more advertisers’ hands — especially those still not doing more to measure activity where $7 trillion in U.S. consumer spending happens.
How Local Publishers Can Make the Most of Non-Local Traffic Surges
When local stories go viral, the often do so at the expense of local advertisers who see no added value in this influx of poorly targeted leads. So how do local publishers benefit from the periodic bonanza of visiting traffic without alienating their base?
Latest Posts
Street Fight Daily: Google’s Drones to Hit Skies by 2017, Apple’s New Indoor Mapping App
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Plans to Deliver Packages with Drones by 2017 (Business Insider)… Apple’s ‘Indoor Survey’ App Maps Venues Using Radio Frequencies (The Next Web)… Amazon to Open First Brick-and-Mortar Bookstore (Wall Street Journal)…
#SFSNYC VIDEO: Booker CEO on the Tricky Process of Expanding into New Local Verticals
Booker CEO Josh McCarter opened his Street Fight Summit keynote address with a question that’s on the minds of many small business solutions providers: “How do you take a system that’s designed for one vertical and take it across more categories?” Factoring in the differing needs of various service-based businesses makes that question even more complex. But given the size of what McCarter termed the “local service commerce” opportunity, answering it could be tremendously lucrative.
How Milwaukee Journal Sentinel Uses Quality Journalism to Pay the Bills
Like other dailies, the Milwaukee Journal Sentinel has taken big hits in advertising and distribution revenue on the print side, but it’s still profitable. To find out how the Journal Sentinel uses quality journalism to stay in the black, Street Fight spoke with editor and senior vice president George Stanley.
#SFSNYC VIDEO: How the World’s Largest Advertiser, P&G, Targets Consumers on a Local Level
In a wide-ranging Street Fight Summit fireside chat, Ajay Kapoor, who oversees global business solutions for Procter & Gamble, covered everything from the wealth of market research sources P&G has at its disposal to channel marketing strategies to on-the-ground local initiatives in emerging markets like India.
Street Fight Daily: Amazon Kills Its Groupon and Square Competitors, the Rise of Hypertargeted Ads
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon Kills Two Businesses: Local Daily Deals and Its Square Competitor (Recode)… The $21.8 Billion Reason Ultra-Personal Online Ads Are Coming (Fast Company)… Pondering Homejoy’s Failure (Medium)…
LBMA Podcast: Google Unveils Shopping Insights, Uniqlo Monitors Shoppers’ Brainwaves with UMood
On the show: Google unveils Shopping Insights tool; Uniqlo’s UMood monitors shoppers’ brainwaves to help them pick the perfect t-shirt; Zikit’s “Now or Never” coupons; paying with sounds; Short Edition short story vending machine; Unmapped; Pixie tags; GPS-based metering in New York City. Plus, news from UNICEF and Target; and MapQuest.
#SFSNYC VIDEO: Where Are Today’s Billion-Dollar Local Opportunities?
In a panel at the annual Street Fight Summit, two experienced venture capitalists active in the local space shared their outlook on funding trends, pitches they frequently hear, and the growing internationalization of startup culture.
Raise Report: Gobble, Bownty, and Clutter Post Strong Series A Rounds
Every two weeks we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. In this edition, new investments include rounds for Gobble, Bownty, and Clutter.
Street Fight Daily: Facebook’s ‘Local Market’ Feature, Google Tries Foursquare Tips for Google Now
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Is Testing a New Feature That Makes It More Like Craigslist (Business Insider)… Google Is Testing Foursquare Tips in Google Now, Even When the App Isn’t Installed (VentureBeat)… Amazon Launches ‘Pay with Amazon’ Buttons for Mobile Apps (Recode)…
6 Full-Service Social Media Management Firms
Small business owners have a reputation for being do-it-yourselfers, particularly when it comes to marketing and advertising. But with social spending on the rise, more of those business owners seem to be saying that if they want social media marketing done right, they need a professional to handle the job. Here are six full-service firms operating in the space right now.
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Google’s New AI Search Rules Create a Challenge for MULO Brands