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…
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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)…
Gannett Papers Evolve to Avoid Becoming Publishing’s ‘Buggy Whips’
In the news media’s digitally focused 21st century, newspapers are often dismissed as an “industrial-age” product. But it’s not clear that they’ll become what whale oil was to the 19th century’s petroleum . For a macro-look at how this is playing out at Gannett, we caught up with the media giant’s SVP for News, Kate Marymont…
Making the Case for Ambient Services (Again)
The excitement around ambient services has faded as Highlight and others have failed to gain traction. But in many ways the ambient services that failed in 2011 and 2013 are poised for a comeback. Within the next few years, the technology will be in place to make these long sought-after scenarios a reality…
Street Fight Daily: Search’s Mobile Problem, Square Eyes Back-Office
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… First Half Ad Revenue: Search Dominates PC Ads But Not Mobile (Search Engine Land)… Square Testing New Payroll Product as Ambition Grows (Recode)… Gannett Earnings Strong, But Publishing Revenues Continue A Steep Slide (Poynter)…
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AI Is Breaking Down Data Silos — Without Breaking Privacy