Commentary
Editor’s Take: The Apps vs. Browser Debate Is a Distraction
The venerable apps vs. mobile web debate continues to rage on but it is largely a distraction for local merchants. Business owners do need to understand the changing media landscape to make the most effective possible use of their limited marketing budgets, but their time and their dollars are better spent on marketing fundamentals rather than investing in the increasingly difficult and crowded race to acquire, retain, and monetize app users.
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.
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.
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6 Tools for Linking Digital Marketing Efforts to Offline Sales
Only 18% of marketers currently say they feel “very confident” in their ability to measure mobile ad ROI. In order for that number to increase, marketers will need to partner with hyperlocal vendors that provide online-to-offline ad attribution. Here are six examples of vendors that they could work with…
Street Fight Daily: AOL Takes Over Microsoft Display Ads, Uber Acquires Bing Mapping Assets
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… AOL in Deal With Microsoft to Take Over Display Ad Business (New York Times)… Uber Acquires Part Of Bing’s Mapping Assets, Will Absorb Around 100 Microsoft Employees (TechCrunch)… Toyota Gets Local, Uses Geo-Targeted Snapchat Ads (Ad Age)…
Street Fight Daily: Report Slams Google Search, Airbnb Raises $1.5 Billion
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Study Suggests Google Harms Consumers by Skewing Search Results (Wall Street Journal)… Airbnb Worth $25.5 Billion After Raising a Massive $1.5 Billion Round (Business Insider)… Lyft Acqui-Hires The Team From Messaging App Leo To Improve Location And Other Features (TechCrunch)
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The Road Ahead: What Autonomous Cars Teach Us About Marketing Automation