News and Analysis
Survey: Multi-Location Brands’ Most Effective Local Marketing Tactics
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.
Customer Data Platforms Compete to Define the Evolution of the Category
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.
Street Fight Daily: Brands Reveal Most Effective Local Marketing Tactics, Google Embraces Discovery & Stories
TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Survey: Multi-Location Brands’ Most Effective Local Marketing Tactics… Google Search Gets an Update to the Tunes of Discovery and Stories… Customer Data Platforms Compete to Define the Evolution of the Category…
Commentary
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…
Finding the ROI in Retail In-Store Analytics
Interior analytics is still an emerging discipline, and defining the hard ROI of specific solutions can be tough. Here are a few ways that retailers can use in-store data to understand their customers and better facilitate the shopping experience…
Hyperlocal Execs’ 2015 Predictions (Part Two): Cir.cl, xAd, Yodle, VendAsta
As we have for the past three years, Street Fight recently asked a number of hyperlocal luminaries to weigh in with their predictions for where local is headed in 2015. We ran the first installment of their responses yesterday — now here are the rest…
Latest Posts
Booker Raises $35M More From First Data, Bain Capital and Others
The New York-based Booker, a software firm that built a big business selling to the service industry, has raised $35 million more from a range of investors, including a strategic investment from payment processing giant First Data…
Local Media Companies Now Need a Digital Business to Survive
For years, the traditional businesses have generated the majority of revenue, leaving some executives to drag their feet. But now, the door for legacy business to exit the market is closing and the conversations about the digital transition have become increasingly existential.
Street Fight Daily: PayPal Buys Paydiant, Uber Launches Magazine
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…PayPal to Pay $280 Million for Paydiant to Help Retailers Compete With Apple Pay (Recode)… Uber Launches A Magazine To Make Nice With Its Drivers (Wired)… Google City Searches Now Include Hotel Booking Info In Knowledge Graph (Search Engine Land)…
5 Things You Need to Know About Selling to Local Consumers [SLIDESHARE]
Toward the end of last year, american shoppers reached a remarkable milestone: consumers spent more in retail stores on products, which they had researched on the Internet, than those they had not. According to eMarketer, Web-influenced offline sales now account for the largest category of retail spending in the american economy…
Yelp VP Mike Ghaffary: We Are Now a Household Name
Mike Ghaffary, vice president of business and corporate development, spearheaded the acquisition of Eat24 and has led the Yelp Platform from the start. We caught up with Ghaffary to talk about what the acquisitions means for its Platform initiative, concerns among investors about slowing growth and what makes local, local.
5 Strategies for SMBs Looking to Leverage Wearable Tech
Although global companies are on the front lines of the wearables movement, taking advantage of things like Apple Watch for mobile payments and Google Glass for customer service, SMBs are taking a more reserved approach. Here are five strategies for SMBs that are interested in utilizing wearable technology…
Street Fight Daily: Airbnb’s Next Mega-Round, Samsung Debuts Mobile Payments
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…Airbnb Is Raising A Monster Round At A $20B Valuation (TechCrunch)… Samsung Actually Stands A Fighting Chance In Mobile Payments (Quartz)… Uber Discloses Data Breach That May Have Affected 50,000 Drivers (GigaOm)…
What Programmatic Advertising Means for Local Media
Street Fight caught up with Frost Prioleau, chief executive officer at Simplifi, a Dallas-based programmatic advertising platform that specializes in localized campaigns, to talk about what programmatic advertising means for local marketers…
Choosing the Right Bid Strategy in a Pay-Per-Call Campaign
In order to build efficient pay-per-call campaigns, businesses have to decide on the bid strategies most suited to their industries and goals. Some of these may be borrowed from pay-per-click approaches, but there are additional ways to optimize for pay-per-call success…
Openings and New Hires at GrubHub, Boostability and Delivery.com
Every two weeks, Kelly Benish — who knows practically everyone in hyperlocal — covers some of the latest job changes taking place in this dynamic industry. In this week’s edition, new jobs and hires at Time Inc., Green Banana SEO, Cox Target Media, and MLive…
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem