News and Analysis

News & Analysis

Placed and Adobe Advertising Cloud Launch TV Attribution Partnership

by Anna Kramer Share this  
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Adobe Advertising Cloud and Placed, an online-to-offline attribution company, have launched a partnership that will measure whether linear television advertising drives in-store visits. Through the partnership, Adobe will provide the data used to place ads, which Placed then examines to connect ads to store visits.

News & Analysis

Survey: Multi-Location Brands’ Most Effective Local Marketing Tactics

by David Card Share this  
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Brands surveyed by Street Fight rate email, direct mail, and their company page on social media as their most effective local marketing tactics. At the same time, a small group of early adopters is using location data to make their overall local digital marketing more effective.

News & Analysis

Customer Data Platforms Compete to Define the Evolution of the Category

by Anna Kramer Share this  
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Simon Data President and Co-founder Josh Neckes predicts that the CDP category will split into two groups of winners—companies more like Segment and mParticle, and companies like his own, Action IQ, and Zaius. “There’s probably room for two-to-three winners,” he says.

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Streets Ahead

Small Businesses and the Impact of Mobile Optimization

by Damian Rollison Share this  
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Rather than competing with the big directories for search ranking, small businesses need to fit themselves within the dominant mobile search paradigm and ensure their profiles on third party sites are optimized for the needs of mobile consumers…

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Why Email Marketing Is Still Vital for SMBs

by Scott Barnett Share this  
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Small business owners often won’t reach out to existing customers in a regular way because they are afraid of “spamming” them. Ironically, however, it doesn’t stop these merchants from advertising and posting the same messages repeatedly on social media…

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What You Need to Know About Google’s New Mobile-friendly Algorithm

by Matt Matergia Share this  
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Google recently took to their Webmaster Central Blog to announce an upcoming algorithm change that will take effect on April 21st and affect large brands and small businesses alike. Going forward, mobile-friendly sites will likely rank higher in search results…

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Strategies & Best Practices to Help Combat SMB Churn

by Neg Norton Share this  
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ven after a decade or more of trying, small business churn remains stubbornly high. As traditional media and digital pure plays strive to find the right mix of product, service and scale, no one seems to have fully cracked the code on local digital media sales…

News & Analysis

Street Fight Daily: Google Eyes Local Services, Square Adds Marketing Tools

by The Editors Share this  
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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Wants To Send You A Plumber (BuzzFeed)… Square Is Using Customer Data to Create Targeted Email Campaigns for Brands (AdWeek)… Groupon Mulls Selling Off Checkout Software Business (Recode)…

News & Analysis

LivingSocial Sells Off Australian Assets, Looks to ‘Refound’ Its Core Business

by Steven Jacobs Share this  
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Over the course of the past 18 months, the struggling daily deals company has sold off nearly all of its international assets, exiting countries and categories in an effort to create a nest egg for the “refounding” of the firm under new chief executive Gautam Thakar.

Commentary

Like Other Local Services Marketplaces, Amazon Will Have to Balance Competing Interests

by Manpreet Singh Share this  
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Anyone in the local services industry could be forgiven for worrying about Amazon as an intimidating competitor. But for all of Amazon’s Goliath brand dominance in retail, it faces the same complex challenges that the rest of us face when it comes to the services industry…

News & Analysis

Street Fight Daily: Legacy Media Botches Digital, Microsoft Eyes Apple Pay

by The Editors Share this  
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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… New Report: Local Newspapers Have Done A Terrible Job Building Local Digital Audiences (NiemanLab)… As Bill Gates Promised, Microsoft Will Soon Have Its Own Apple Pay Alternative (Business Insider)… SMBs Put Their Money Where Success Is: Website (eMarketer)…

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Livestreaming and Local: Tech’s Next Collision?

by Mike Boland Share this  
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Growth will ignite first from live video’s inherent virality, which could find hundreds of millions of users the same way Instagram did. Then we’ll see copycat apps come out of the woodwork. It will follow the standard path: quick industry growth, contraction, M&A, a few winners, maturity, etc.. Somewhere in that progression will be a local play…

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In Targeting the Lucrative Hispanic Market on Mobile, Location Data Is Key

by Loren Hillberg Share this  
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We know that Hispanic Americans are highly engaged with their mobile devices, so it follows that one of the best ways to reach them is through mobile marketing. But “mobile” is a broad umbrella and most marketers are still struggling with the question of how to identify Hispanic consumers. One of the best strategies is to leverage location-based data…

News & Analysis

Street Fight Daily: Apple Maps Adds TripAdvisor, Crowdfunding Local News

by Steven Jacobs Share this  
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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Apple Maps Now Includes Hotel Reviews From TripAdvisor and Booking.com (MacRumors)… What Works For Crowdfunding Local News (Medium)… SeatGeek Raises $62 Million In A Series C Led By Technology Crossover Ventures (TechCrunch)…

News & Analysis

Here Are the Mobile Services Millennials Can’t Live Without

by Steven Jacobs Share this  
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A new report from Pew Research reveals that mobile consumers turn to their device for media in moments when they want to recede from the world, and for local applications — navigation and local search — when they want to actively engage with it.

Commentary

How to Make Connections With Increasingly Mobile Consumers

by Mark Sullivan Share this  
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How does a small business owner communicate with a smartphone-obsessed population? Here are a few proven tactics that can help take advantage of the direct link smartphones provide to the consumer…

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