Commentary
Is Variable Product Pricing the Next Horizon in Local Advertising?
Proximity-related factors enable predictive modeling around transaction probability. That can then be plugged into an equation to determine price sensitivity or elasticity on an individual level. What discount will get your attention? From there, it’s a matter of variable pricing to customers that are new, repeat, faraway, nearby on foot versus driving by at 60 mph, and so on. And that’s the key: though we have time-based variable pricing (a la airlines), proximity-based personalized pricing is the next phase.
Why Local Marketers Need to Start Thinking About Their Instagram Strategy
Instagram presents an unparalleled opportunity to build and share a brand — to show a different side by leveraging this highly visual medium. Plus, the rate of customer engagement is off the charts compared to other social channels. What most marketers don’t realize, though, is that Instagram is also a local marketing channel. The reason for this knowledge gap is that, unlike Facebook and Twitter, Instagram is very difficult to manage natively…
Selling Search to Small Businesses
It’s no secret that national brands are investing heavily in local marketing and small and medium sized businesses (SMBs) are feeling the increased competitive pinch. After all, there are only so many people looking for a given product or service in one’s neighborhood. But while national brands will likely continue to dominate TV, print and radio advertising, digital marketing offers SMBs a rare opportunity to compete with national brands on equal footing…
Latest Posts
How One Gannett Paper Is Reacting After ‘Slow Slide’ From Cost Cutting
In August of this year, the entire editorial staff at the Asheville Citizen-Times was required to apply for re-employment in a reorganization with new job descriptions. Executive Editor Josh Awtry told readers: “It would have been easier to change nothing in the way we operate … but we weren’t ready to accept that fate.” Here, Awtry details for Street Fight his team’s major changes…
Street Fight Daily: ApplePay on the iPad, Groupon’s Chairman Opens Up
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…… Apple Pay Is Coming To The iPad (Business Insider)… Groupon Chairman Ted Leonsis: ‘I Kind Of Fell In Love With Company’s Challenges’ (Chicago Tribune)… Google Profit Will Depend on Wringing More From Mobile Ads (New York Times)…
Raising Social Capital Is a Key to Small Business Marketing
One of the most tangible ways for small businesses, chambers, and trade organizations to build social capital is to raise funds for their community. Crowdfunding opens up a collaboration between the business community (the sponsors) and the nonprofits, by reframing the decision to contribute from management to the crowd…
Street Fight Daily: Uber Wars Thin Out, Jack Dorsey Denies Rumors
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Why A Taxi App With $100 Million In Funding Failed In The U.S. (Fortune)… Jack Dorsey On The Report That Square Is In Talks To Sell To PayPal — ‘FALSE’ (Business Insider)… Amazon and Rise of Mobile Challenge Google’s Search Position, Says Chairman (GigaOm)…
New Report Details Emerging Approach to Personalization on Mobile
A new white paper from Street Fight Insights offers a step-by-step introduction to the contextualization, an emerging technique aimed at merging the learnings of personalization on the web with mobility. The report, sponsored by Artisan Mobile, details the opportunities and implications of the technology for a range of industries from consumer packaged goods to brick-and-mortar retail…
Exit Interview: Thinknear Founder Eli Portnoy Leaves Telenav
Two years after Telenav acquired Thinknear, the startup’s founder Eli Portnoy has left the company. We caught up with Portnoy to talk about some of the surprises in the mobile advertising industry over the past few years, whether location merits its own sandbox, and how his views about the small businesses market have evolved…
Alignable Growing a Social Network for Small Businesses
Founded by the co-founders of Constant Contact and Invisalign, Alignable allows small businesses owners to share information, ask questions, and seek answers from other merchants nearby and business owners in similar industries across the country. Think Nextdoor — but with worried store owners instead of overbearing parents.
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