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
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…
Latest Posts
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…
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)…
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…
5 All-In-One Automation Platforms for SMBs
Marketing automation platforms have long been considered a driving force behind the success of large companies. Now, hyperlocal vendors have set their sights on the SMB market — developing customized marketing automation tools for merchants…
Street Fight Daily: Apple’s Beacon Project, Why Food Trucks Won
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…Food-Truck Tacos Come Courtesy of Twitter and the iPhone, Economists Say (Wall Street Journal)… Here’s A New Look At Apple’s Own iBeacon (GigaOm)… The ‘On-Demand Economy’ Is Reshaping Companies And Careers (Economist)…
Will 2015 Be Breakthrough Year for Community News? (Part Two)
We saw some promising signs of local news sites getting their mojo in 2014. But is it a lasting, growing trend? To get a peek over the horizon, we went to top experts in community news — publishers, editors and others who are involved in producing, analyzing and critiquing it…
Openings and New Hires at Bing, Inside Sales, Access Communications
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 Location3, Where2GetIt, Ketchum, Review Trackers, At Home, and more…
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
AI Won’t Fix Advertising – It May Scale Its Chaotic Nature