Commentary
Finding the Balance Between Relevance and Reach in SMB Content
It’s simple enough to say that creating great content or a great platform should be enough to bring users to your door; but if they have no idea you exist, getting the word out effectively is both a matter of reaching your intended user base and staying within the confines of an algorithmically defined concept of quality content. For small and medium-sized businesses, the challenge is to be present and available to customers and potential customers in multiple online venues in a way that conserves effort while remaining effective…
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…
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Street Fight Daily: Etsy’s New Card Reader, Uber Delivers Flu Shots
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…… Etsy Introduces Credit Card Reader to Go Beyond the Web (Recode)… Uber Delivers Flu Shots: How On-Demand Tech Can Actually Do Good (Wired)… Will The Check-in Survive? Foursquare’s Controversial Relaunch, By The Numbers (VentureBeat)…
Paid Placement Helps GrubHub Pad Its Bottom Line
Grubhub posted better-than-expected earnings Thursday sending shares up slightly in early trading. The online ordering company, which hit the public markets earlier this year, saw revenue and profit inch up slightly in a seasonally less active third quarter due in part to the adoption of a new auction-based commision model…
Street Fight Daily: Groupon Knocks Off Yelp, Apple’s Loyalty Program
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…… With Yelp Knockoff, Groupon’s Still Searching for Magic Bullet (Recode)… Apple Pay Loyalty Program Due to Start Within the Year (Bank Innovation)… Macy’s Links With Google To Show Mobile Users What’s In Stock Nearby (AdAge)…
With Carrier Data, Vistar Media Finds Foothold in Mobile Ad Fray
Vistar, a digital out-of-home startup, wants to use carrier data to map consumer behavior in the real world. Through a partnership with AirSage, Vistar has developed a system which it says can allow marketers to analyze where nearly 110 million of consumers live, work and shop in an anonymized and privacy-sensitive way…
Wooing Restuarants, Retail Software Startup LightSpeed Buys POSIOS
Point-of-sale startup Lightspeed said Wednesday it has purchased a belgian competitor, POSIOS, to help the firm enter the food service vertical and expand internationally. The deal underscores the potential for consolidation within a small business software segment that has seen an intense influx of capital and redrawing of product lines…
Street Fight Daily: Apple Opens Listings, Yelp Adds Hotel Bookings
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…… Apple Launches “Maps Connect,” Self-Service Local Listings Portal (Search Engine Land)… Yelp Leaps Into Hotel Bookings With New Hipmunk Partnership (Skift)… Uber Drivers Across The Country Are Protesting Today — Here’s Why (Business Insider)…
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Beyond Search: AI Visibility the New Growth Lever for MULO Brands