News and Analysis
Street Fight Daily: Consumers Crave Transparency from Brands, Retailers Are Figuring It Out
TODAY IN LOCAL & DIGITAL MARKETING… Report: Consumers Seek Transparency From Brands on Social Media… What Do You Know, Retailers Are Figuring It Out… Billy Penn, Denverite, and The Incline Are Going After Members…
Report: Consumers Seek Transparency From Brands on Social Media
In surveying 1,000 U.S. consumers, the social media management platform Sprout Social found that 86% believe transparency from businesses is more important now than ever before, and more than half say they want brands to be more transparent on social media.
How Brand Marketers Can Capture Consumer Attention on Mobile
With mobile ad spend set to surpass television for the first time this year, brand marketers are in a frenzy looking for smarter ways to generate the highest possible ROI from their investments. The problem, it seems, is that many brand marketers aren’t fully comfortable with mobile strategy.
Commentary
Mobile Local Apps: To Bundle or Not to Bundle
Facebook last week made the contentious move to force its iPhone and Android app users to “fast switch” to the Messenger app for all future messaging. The outcome will be worth watching for anyone developing mobile apps. Local media players are increasingly faced with decisions about app functionality. That includes whether to unbundle features to specialized apps (think gas prices), or to federate within one…
The Impact of Google’s Local Update Is Still a Developing Story
Google seems to be experimenting with driving more traffic to its local competition, meaning that it’s more important than ever for a business to secure its presence across a broad base of directories. The value proposition of local SEO does not change in a fundamental way, given that Google has long used citation consistency as a prominent local ranking signal…
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…
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Report: Legacy Sales Teams Struggle With Digital Product Sales
The local media industry has come to rely on its sales force as one of its most valuable assets. But a new report from Borrell Associates finds that the legacy sales forces employed by local media companies often struggle to sell digital products…
Infographic: Here’s How National-to-Local Gets Done
You start with objectives at the national level, learn and tweak based on data feedback on the ground, and just make sure there’s constant and immediate communication between the two sides. The cloud offers the easiest and most flexible way to do that. This cloud layer might be called the “Local Service Layer. Here’s how it works…
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)…
How Ordering Liquor Online Could Open Up the Local Marketing Industry
The adoption of Internet-connected commerce systems, from consumer-facing networks such as Drizly to modern point-of-sale networks such as Square, is a key element in the shift of local marketing dollars to digital…
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…
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem