News and Analysis
Why Are Retailers Hesitant to Explore Omnichannel Opportunities?
More than 90% of shoppers combine digital and physical channels on the path to purchase, and four in 10 online shoppers are using buy-online, pick-up-in-store (BOPIS) checkout options. But the big news coming out of the 2018 holiday season isn’t how many shoppers are taking advantage of online-to-offline fulfillment. It’s how few retailers are offering it.
Study: SEO Suffers From Lack of Context
Consumers frequently use the same terms in different ways, making it a challenge for marketers to accurately understand their online queries. Professors Jia Liu and Olivier Toubia found that digital marketers are at a distinct disadvantage as they attempt to infer content in quantifiable ways.
On Google, Hyperlocal Listing Strategy is Key to Brick-and-Mortar Success
Called “How to Survive in Google’s Local Search Ecosystem,” GMB senior product manager Steven Chen’s talk at Brandify’s annual conference emphasized the importance of a hyperlocal listing strategy in which multi-location brands empower franchisees to take ownership of their own user-facing information.
Commentary
Why 2016 Will Be a Big Year for iOS 9
Apple has established a new standard for conducting “nearby” searches, thanks to an enhancement to the Apple Spotlight search functionality. This moves the consumer down the path to purchase in a few significant ways, including proactive local search content and results that change by time of day.
Black Friday Weekend’s Unreported Story: The Rise of ‘Bricks and Clicks’
The mostly unreported story of Black Friday weekend is that much of the ecommerce growth came from “bricks-and-clicks” retailers, not pure-play e-tailers. The reason: Physical stores offer a critical customer experience and serve as a “brand anchor,” both of which support ecommerce for traditional retailers. Stores drive online sales because they instill a sense of confidence and trust in the consumer.
On-Demand and Deep Linking Becoming More Deeply Linked
The worlds of on-demand and deep-linking took another step closer when ride-sharing giant Uber announced a new mechanism for app developers to incorporate a button for users to request an Uber driver. Expect to see more of this kind of app integration among on-demand services, giving the market leaders greater scale and distribution.
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Street Fight Daily: Yelp Shares Drop After Q2 Miss, Google’s Location Hours Feature for Mobile
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Yelp Drops 14% After Reporting Profit Miss In Q2 On Stronger-Than-Expected Revenue Of $133.9M (TechCrunch)… Google Now Featuring a Location’s Popular Hours on Mobile Devices (Blumenthals)… New Breed of Digital Publishers Just Say No to Ad Tech (Wall Street Journal)…
Street Fight Daily: Stripe Scores Major Funding and Visa Partnership, eBay Shutters Delivery Service
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Stripe, Digital Payments Start-Up, Raises New Funding and Partners With Visa (New York Times)… eBay is Killing Its Local Delivery Service and Specialized Apps (The Next Web)… Why PayPal’s Independence Will Have A Huge Effect On Your Business (Forbes)…
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The Road Ahead: What Autonomous Cars Teach Us About Marketing Automation