News and Analysis
Google Updates Search to Recommend Local Events Based on User Interests
Google is bringing the personalization zeitgeist to local event recommendations. The company reported on its blog Thursday that it is releasing a series of new features that will make it easier for users to find essential information about events of interest to them right on search engine result pages.
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How Customer Retention Plays a Key Role in SMB Marketing
Approximately 60% of SMBs spend the majority of their annual marketing budgets on customer retention, because it delivers such a strong return on investment. Within customer retention, email marketing is considered the most effective digital marketing tactic, followed by social media and content marketing…
How to Use Video Content to Boost Local Search Rankings
Over the past year, online video has become a powerful tool for boosting organic SEO rankings. Search engines still value video because it’s harder to make and is typically much more engaging. Here are a few tips to make sure you are getting the most value out of your branded content to compete online…
Why Yelp Is Steadily Becoming a Force in Local Data Aggregation
Unlike traditional aggregators like Infogroup, Acxiom, Neustar Localeze, and Factual, which provide basic listings for a very broad range of something like 20 million businesses in the U.S., Yelp is primarily focused on popular businesses — especially reviews of, and deals at, those businesses…
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Why Two Competing News ‘Indies’ in Suburban Charlotte Are Teaming Up
The independent digital community news site Davidson News and sister site Cornelius News are teaming up with six-year-old print-based Citizen Media Group in Charlotte. To see why these competing “indies” decided to partner, and what they hope to achieve, we spoke recently with their founders…
Street Fight Daily: Shakeout in Ad Tech, Trulia Partners With Uber
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…… Burst of M&A in Online Advertising as Shakeout Begins (Wall Street Journal)… Trulia + Uber = Solution to Problem You Didn’t Know You Had (Boston)… How Shazam Is Going From Music To Retailers With Augmented Reality And Wearable Integration (The Next Web)…
Could the Mobile Ad Industry Spin off a Data Business?
The data collected by mobile companies is often far more comprehensive than their online counterparts, offering insights into the complexities of consumer behavior between places — not just websites. The question facing mobile advertising executives is whether that data might actually become a business in its own right.
Mobile Media Summit Takes on Apps and Ads in San Francisco
Mobile Media Summit, the largest mobile media and advertising conference in North America and Europe, kicks off 2015 with its third annual event in San Francisco on January 26th at The Westin St. Francis. This year’s theme is “Apps and Ads” where top brands and agencies discuss how they are using apps in the marketing mix…
Solving the Dirty Data Problem in Location-Based Advertising
Our work with leading ad tech companies has shown that 80% of the location data appended to ad inventories is inaccurate. The inaccuracies come from antiquated IP positioning providers who trace ad requests through the Internet to find the hub access point and assign the hub’s latitude and longitude to the IP addresses…
Street Fight Daily: FTC Clears Yelp, Meredith’s Mobile Play
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…Yelp Says FTC Has Dropped Inquiry Into Its Reviews (Fortune)…Go Local Or Go Home: Meredith Corporation Gets Serious About Location (AdExchanger)… Grubhub CEO Gives Himself A Performance Review, After A Whirlwind Year (Fortune)…
Significantly Insignificant: The ‘Absurd Precision’ of Location Marketing
The industry has evolved from targeting zip codes, to neighborhoods, to 100-meter tiles, and now we see claims of targeting within four feet of a mobile user. Ever-increasing degrees of precision are appealing to marketers — but mobile campaign managers should further explore the realities (and complexities) of location data…
Street Fight Daily: Apple Watch’s Hyperlocal Ads, GM Eyes Local Search
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…Apple Watch Will Deliver ‘Hyper-Local’ Ads On Your Wrist (Business Insider)… GM Turning Its Cars Into Rolling (Local) Search Engines (Search Engine Land)… Secret Wants To Be The Stream Of Consciousness For Live Events, Starting With CES (TechCrunch)…
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The Road Ahead: What Autonomous Cars Teach Us About Marketing Automation