News and Analysis
Poor Data Quality Is Hurting Location-Based Campaigns—Here’s How to Fix It
“Location data offers the ability to turn universal ads into local ads. Same as local TV. The issue is how location targeting is being executed,” says location-based ad veteran Warren Zenna. “People don’t look at ads on their phones when they are out doing things like shopping and driving around. They look at them, sometimes, when they are inactive. Mobile ad creative needs to be better — more engaging and more contextual — and presented when someone is in a contextually relevant mindset.”
Voice is Rising as Medium for Local Discovery
Voice is not only booming as a search tool but also seems to be cannibalizing search volume from the medium that last revolutionized the practice of digital discovery: mobile. That’s the headline from Stone Temple Consulting’s third annual survey of consumers regarding their use of voice-enabled devices.
How Marketers Are Making In-Store Metrics More Reliable
In-store marketing platforms are designed to spit out all different types of metrics. Return-on-ad-spend (ROAS), customer acquisition costs (CAC), cost per visit (CPV), and customer lifetime value (CLV) are just a few of the metrics that marketers regularly track. But how reliable are these metrics, and what do they mean for big-picture business growth? The ad tech company S4M is aiming to answer that question. The company recently released a new feature as part of its FUSIO drive-to-store platform.
Commentary
Can Facebook Messenger Become an Effective Local Marketing Platform?
The pieces are in place for Messenger to become a major new marketing platform. Indeed, the various (mostly mobile) use cases range from customer service to e-commerce. So far, none of my experiences has been great. But there’s huge potential over time.
Why Online Locations Matter Even More in the New Retail Landscape
In order to compete in the the new information-rich environment, businesses have been presented with a new and complex challenge: to win the battle for consumer attention they have to appear wherever customers are looking.
Displacement and Measuring the Unknown in Multi-Device, Multi-Channel Marketing Attribution
Now more than ever, conversions are the metric used to measure the value of every pit stop along the customer journey as it moved across multiple devices and channels. Displacement-based attribution strategies help marketers stay in step with consumers.
Latest Posts
NinthDecimal Partners with TiVo to Measure TV Advertising’s Real-World Influence
In today’s digitally-focused advertising climate, overlooking TV’s influence is easy. It still accounts for the largest share of U.S. media spending, but with marketers increasingly focused on generating hard metrics-based ROI for every aspect of their campaigns, the challenge has been tying TV’s impact to real-world business results. With the launch today of a TV measurement solution in partnership with TiVo, NinthDecimal is banking on TV becoming a bigger piece of the ROI puzzle.
5 Reasons Why Your Business Needs Negative Reviews
All business owners cringe at the sight of a one- or two-star review shown publicly on any review site. The immediate feeling is often disbelief, anger, and resentment toward both the customer and the review site. There is almost nothing that makes business owners more emotional than public criticism of their work. But emotions aside, negative reviews can actually be a good thing. Here are five ways they can help your business thrive.
Street Fight Daily: Square’s IPO Filing Now Public, NYC to Launch Hyperlocal News Sites
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Square Discloses IPO Plans (New York Times)… NYC Launching Neighborhood Websites with Hyperlocal Information (New York Daily News)… UberRush Not Yet a FedEx Killer (Wall Street Journal)…
Transfernation Tackles Food Waste and Hunger with a Local, On-Demand Twist
In New York City each week, up to 1,000 lbs. of food is rescued from lavish events, office functions, and charity fundraisers. Instead of being discarded, the extra food finds its way to soup kitchens, homeless shelters, and other service organizations through Transfernation, a New York City-based nonprofit that’s at the forefront of the food rescue movement.
11 Luminaries You Don’t Want to Miss at Street Fight Summit New York 2015
The annual Street Fight Summit New York kicks off next week on October 20th with a star-studded lineup of speakers. Here are just 11 of the many experts you won’t want to miss. Buy your tickets today!
INFOGRAPHIC: The Complex SMB Marketing Ecosystem 2.0
As the head of digital strategy for a broadcaster operating local TV stations, Lorren Elkins has been challenged to clearly understand the digital marketing space from an SMB perspective. In response, he developed an interactive chart, now in its second iteration, to both enhance his own understanding and assist SMBs in identifying potential suppliers.
Street Fight Daily: Starbucks Tests Delivery, Pinterest Adds Location Info to Place Pins
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Starbucks Is Testing Coffee Delivery to Office Workers in the Empire State Building (Adweek)… Pinterest Will Automatically Add Venue Information to Place Pins (TechCrunch)… Postmates Expands API to Power Delivery for More Merchants (Forbes)…
Patch’s St. John: People Crave an Understanding of What’s Happening Right Around Them
“We have about just under 70 full-time salaried editors. Compared to the old Patch, which had a newsroom the size of the New York Times, that may sound small, but when I talk to other digital publishers and I tell them we’ve got 70 full-time salaried reporters in the field, that sounds like a lot to them. Our goal is to add more as we grow. As we get revenue, we put it immediately into expanding because we need to be national to really fully realize Patch’s potential,” said editor-in-chief Warren St. John.
Case Study: Reliability in New Scheduling Platform Helps Chicago Salon Maintain Buzz
Online scheduling platforms are supposed to save merchants time by automating client bookings, cancellations, reminders, and even payment collection. But when merchants stop trusting their own scheduling platforms, and start verifying individual bookings for accuracy, the benefits of online-only systems go out the window. For an exclusive Chicago salon, switching things up helped maintain buzz and business.
Street Fight Daily: Facebook’s New Retail Features, Local Mobile Ad Spend to Reach $6.5 Billion by 2019
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Woos Retailers and Shoppers Alike with New Features (Gigaom)… Mobile Spend by Local Advertisers Forecast to Hit $6.5B by 2019 (MediaPost)… Security, Data Breaches Slow Down Mobile Payments Adoption (eMarketer)…
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem