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
Did Apple Just Solve Deep Linking?
One of the coolest things to come out Apple’s September product event was 3D Touch, which lets users indicate levels of intent based on how hard they press apps and links. Beyond the gadgetry of 3D Touch, one thing hasn’t been said: This is essentially deep linking, an area that will be a key battleground in local. 3D Touch could preempt the deep linking dilemma by peeking deep within other apps — a lighter and more elegant solution I’m calling “deep previewing.”
How the Marketing of SMB Marketing Services is Evolving
The marketing of digital marketing services was once built on guarantees of leads, new customers, clicks, and the like. But when it comes to promoting small and medium-sized business (SMB) marketing products and solutions, the rhetoric and tactics have shifted. The new direction is more consultative and driven by content.
Executive Survey: What’s Hot and What’s Not in the Connected Local Economy
Preliminary results from our forthcoming executive survey suggest that industry players are investing the most in mobile, followed by data and analytics. Respondents indicated that mobile marketing and managing company websites were the biggest challenges for local merchants, along with SEO and listings management. More complete survey results will be revealed at our upcoming Street Fight Summit in New York City.
Latest Posts
Street Fight Daily: Yelp’s Struggles Continue, New App Bizibid Wants to Boost Local Economies
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Yelp Traffic Could Decline for the First Time Ever After Google Changed its Search Algorithm (Business Insider)… What Would Happen If Uber, Priceline, and Craigslist Had a Baby? (New York Observer)… Microsoft’s Tossup App Makes it Easier to Meet Your Friends for Lunch (The Verge)…
Street Fight Daily: Buy Buttons’ Impact, 7-Eleven Launches One-Hour Delivery
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… New, Simple ‘Buy’ Buttons Aim to Entice Mobile Shoppers (New York Times)… Twitter Introduces New Audience Insights for Brands (Twitter)… 7-Eleven Launches One-Hour Delivery in US (RetailWeek)…
Street Fight Daily: Yelp Sale Stalls, Twitter’s New Ads Button
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Yelp Sale Process to Stall as Founder Decides to Wait (Bloomberg)… Twitter Pushes Ads With A New Button Atop Mobile Users’ Profiles (TechCrunch)… An Argument that Newspapers are Missing Out on Reaching Loyal, Local Digital Audiences (NiemanLab)…
Street Fight Daily: PayPal Acquires Xoom, ReachLocal Could Extend Yahoo Partnership
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… ReachLocal In Talks To Extend Yahoo Partnership Into Gemini Native Ads (Search Marketing Daily)… Zozi Raises $30 Million in Financing (New York Times)… Google Highlights Low Prices, Mimicking Amazon (Wall Street Journal)…
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