News and Analysis
How to Better Connect with Consumers via Mobile Coupons
Dan Slavin: It’s not just smartphone use that is growing—the number of people totally dependent on these devices to access the internet is rising as well. Both segments are projected to continue to show strong growth. Yet some marketers and retailers are struggling with attracting these users with offers and coupons.
Consumers’ Reliance on Online Reviews, Evolving Rapidly, Is Reshaping Local Search
Recommendations gradually exchanged in person are now flooding webpages, most notably Google’s SERPs. Twenty-seven percent of consumers are now reading reviews of local businesses every day, marking a staggering jump from just 12% in 2017, according to a recent report.
Firefly, Mounting Ad Displays to Ubers, Comes Out of Stealth with $21.5M
Firefly, a new digital ad company, hopes to provide Uber drivers with another way to make money as they drive. The startup has quietly assembled a fleet of close to 1,000 Uber drivers in San Francisco and Los Angeles who have been mounting ad displays to the top of their vehicles.
Commentary
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.
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.
Latest Posts
LBMA Podcast: Groupon Acquires VenueLabs, Snapchat’s Geofilter Ads
On the show: Parkour Method; Roku & Innovid team up; Amazon tests delivery service; Reachi uses a mesh network to help the Red Cross; Snapchat’s Geofilters become ads; AdTile launches the Motion Store…
Street Fight Daily: Apple Preps Geofencing, Postmates Raises $80M
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Apple Inventions Hint at Next-Level iOS Geofencing Features (Apple Insider)… Yahoo’s New Mobile Browser Search Results Are Better Than Its App (Search Engine Land)… Postmates Raises $80 Million in Push Toward $1 Deliveries (Wall Street Journal)…
INFOGRAPHIC: A Quick, Deep Dive Into Local Pharmacies
Here’s a view of the U.S. pharmacy industry – not the drug makers but the local distribution networks made up of thousands of retail pharmacies. These pharmacies help drive the nearly $260B in “Drug Store Revenue.”
On Building Local Products With Merchants in Mind
In local, particularly, it seems important to underscore something for new startups: to really think about and envision and understand their customer base…
Street Fight Daily: Groupon’s Apple Watch App, Amazon’s Store on Wheels
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Groupon’s New Apple Watch App Alerts You To Nearby Deals, Lets You Buy From Your Wrist (TechCrunch)… YP’s Split and Local.com’s Bankruptcy: Ain’t No Big Deal (Street Fight)… Shyp Nabs Foursquare’s Varun Shetty To Run Business Development (TechCrunch)…
YP’s Split and Local.com’s Bankruptcy: Ain’t No Big Deal
YP’s split and Local Corp’s bankruptcy filing might strike you as huge events. But for the greater local search industry, I don’t see these as particularly big milestones…
Placed Adds New Partnerships to Attribution Network
Placed, which connects ads to in-store visits, has announced the addition of several new partners to its network of over 80 companies that use the service to measure the impact of advertising on offline store visits…
Survey: Consumers Want More Online, Mobile Interaction With SMBs
A survey from Yodle finds that customers gravitate toward local businesses for better-quality service and are increasingly open to interactivity with them, a combination that provides immense opportunities for growth…
What Questions Do You Have About the State of Local Marketing?
Earlier this month we released the third edition of The Local Merchant Report. With expert analysis of survey responses from over 500 local merchants highlighted in charts and graphs, it’s a really deep dive. Here are some of the questions we asked…
Street Fight Daily: Instagram’s Location Search, YP Spins Off Print
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Instagram Update Adds Search By Location, Revamped Explore Section For Trending Photos (The Next Web)… YP To Spinoff Print Yellow Pages Business, Stay Focused On Digital (Marketing Land)… Here’s What Facebook Wants Mobile Ads to Look Like (Recode)…
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Why Restaurant PR Matters for Local Growth