News and Analysis
Data Science as a Solution: conDati Opens Doors for Digital Retailers
The pitch is that today’s marketers with omnichannel inspirations need a machine learning-driven platform that will not only assess the success of campaigns across several media but also point them toward paths for future success. That’s an expensive technical infrastructure to create in-house, and conDati’s betting its solution is worth the spend.
Want to Know How Long the Wait For that Hot New Restaurant Is? There’s a Google Integration for That
Building on the Reserve with Google offerings that have made the tech giant’s SERPs the new homepage of local businesses, Google seems to be adding a feature that allows people searching for local restaurants to sign up for a waitlist. Busy folks with a penchant for busy eateries rejoice.
How 5 Retail Brands Are Maximizing the Power of User-Generated Content
Photos and videos that shoppers post on social media convey sentiment about brands, giving fellow consumers—and brands themselves—an uncensored look at how people really feel about their products and services. How brands harness this feedback is evolving, as brand marketers find new ways to glean insights from the unstructured consumer feedback being posted on social media and elsewhere online. Here are five examples of brands that are engaging shoppers across social channels and taking full advantage of the content that customers post on their own online accounts.
Commentary
Retailers Shift Focus to Offline Affiliate Marketing
Location analytics represent the new battleground in retail, but imagine if you could apply the same analytics for online attribution to offline purchases. Offline affiliate marketing does just that, giving retailers the tools to analyze data from in-store purchases similar to what they can do for online purchases.
Yodle Weighs in on How Google’s SERP Change Has Affected Online Ads for SMBs
With a few weeks of empirical data, we now have a much clearer sense of how or if this change has affected local AdWords campaigns. At Yodle, we have seen a negligible effect on the performance metrics of the search engine marketing (SEM) campaigns we run on behalf of our local small business clients.
How Badly Do Consumers Really Want Grocery Delivery?
Instacart is bumping up against the realities of the economy. There are two countervailing trends that are working against the idea of grocery delivery: frugality, and shopping-as-entertainment.
Latest Posts
Street Culture: HR Strategies for Startups
Hiring isn’t rocket science. It’s pretty simple to create basic procedures that turn hiring into a standard company practice. But it does takes time and concerted effort. For Cat Hernandez, talent partner at investment firm Primary Venture Partners, it starts with making sure that everyone in the company is closely aligned with whatever the company is trying to achieve.
Street Fight Daily: Google’s New Ad Targeting Techniques, Uber Launches UberEVENTS
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Targets Intent with Email, YouTube, and Search Matching and App Campaigns (TechCrunch)… UberEVENTS is Launching in New York (Tech.Co)… How Much of Your Audience Is Fake? (Bloomberg)…
Openings and New Hires at Yext, Acquisio, and ServiceTitan
Every two weeks, Geoff Michener covers some of the latest job changes taking place in this dynamic industry. In this week’s column, Yext hires a slew of new executives, Acquisio brings on local marketing expert Sebastien Provencher as VP of product, and ServiceTitan appoints a new head of sales.
LBMA Podcast: Apple Buys Mapsense, Wycombe Wanderers Outfits Players with GPS Trackers, Zonetail Raises $2.3 Million
On the show: Apple buys Mapsense; Wycombe Wanderers outfits players with GPS trackers; Pokemon GO brings game to the physical world; Zonetail raises $2.3M; Where2GetIt becomes Brandify. Plus, news from Under Armour, Sports Authority, and MapMyFitness; Socialgist and Foursquare; and AdMobilize and Verizon.
6 Strategies for Segmenting Website Visitors for Real-Time Personalization
Marketing strategies like real-time website personalization have gone mainstream. But marketers still need help understanding the best ways to segment website visitors to get the most out of their personalization efforts. Here are six strategies from three top industry experts that detail how to segment site visitors for real-time personalization.
Street Fight Daily: Goldman Sachs’ Advertising Report, App Search Company Tests Mobile Ads
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Goldman Sachs: Online Advertising About to Be ‘Fundamentally Restructured’ by Apple, Google, and Facebook (Business Insider)… App Search Engine Quixey Now Taking a Crack at Mobile Ads (Recode)… Shopify Partners with U.S. Postal Service to Woo More Retailers (Reuters)…
Same-Day Delivery: The Linchpin in the Battle for the Last Mile of Commerce
Consumers are more impatient and time-starved than ever. At least that’s the impression one could derive from the seemingly unending string of same-day delivery announcements from major retailers, restaurants, convenience-store chains, startup enablers, and technology companies. The driving force behind their renewed focus on ever-shorter delivery windows: conquering the elusive last mile of commerce.
How Hearst Newspapers Became the Leader in Its Peer Group
Under president Mark E. Aldam, Hearst Newspapers is going full bore on digital, creating in-house digital marketing services and betting big on programmatic advertising. In our interview, Aldam explains how Hearst has become a top performer in the still financially challenged newspaper industry.
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.
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