Commentary
Is Content King in Local Too?
In the pantheon of buzzwords overtaking pitch decks and CMO-speak, “content marketing” is the new darling. The term has legitimate grounding to be fair, but like “long tail” and “web 2.0” in days past, its overuse precedes it. Content marketing also isn’t anything new — it’s been done for years, albeit under the ethically challenged “advertorial” rubric among other flavors. Now it’s new, improved, and hitched to en vogue terms like “native.”
Calculating the ROI of Local Search Campaigns
How can we calculate just how much return a given business can expect on the investment of time, money, or both into a local search campaign? For many business owners, it’s that type of dollars and cents calculation that will drive them to decide whether or not to move forward with a campaign. Other metrics are important but ultimately secondary to the bottom line…
Marketing to the ‘Happy’ Majority of SMBs
The local search industry needs to offer more responsive solutions for the average small business owner. The industry can’t simply drive more leads — it has to drive more, better-qualified, and better-paying leads at profit margins that incentivize buy-in from a business consumer that demands all or nothing. Only by catering to the “disconnected and contented majority” can the industry push itself to the highest standard of usability and convenience…
Latest Posts
Handybook Rebrands As Handy, Says It Grew 10x in Past 9 Months
New York-based Handybook, which allows users to book pre-approved home service providers through a mobile app or website, is dropping the “book” from its name, rebranding as Handy to avoid confusion with — well — books. The company’s chief executive Oisin Hanrahan believes the move will help the company develop the type of brand that has helped to propel Uber and Airbnb into multi-billion dollar companies.
Macy’s Expands Shopkick Beacons to Stores Across the Country
Macy’s just made a big bet on beacons — the proximity messaging technology widely hailed as a key ingredient in the future of retail. The company says it plans to expand its partnership with the Silicon Valley-based Shopkick from a small pilot in the retailer’s flagship stores in New York and San Francisco to a national roll out that will include over 4,000 beacons in Macy’s locations across the US.
Street Fight Daily: First Data’s Turnaround, Offline Sellers’ Search Spending
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… KKR Banks on Bisignano Forging Apple Deal at First Data (Bloomberg)… More than Half of Top 25 Google AdWords Spenders Sell Mostly Offline (Screenwerk)… The Case Against Everything on Demand (Recode)…
7 Strategies for Using Mobile to Drive In-Store Sales
Mobile commerce is driving nearly $40 billion worth of sales for retailers today, with 84% of consumers now using their devices before or during real world shopping trips. Here are seven strategies that retailers of all sizes should consider as they begin using mobile to drive purchases…
Street Fight Daily: Square To Raise $100M, Digital First Mulls Sale of Papers
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Square to Raise $100 Million at a $6 Billion Valuation (New York Times)… Digital First Media Will Explore Sale of Papers (Poynter)… Apple Deal Sheds Light on McDonald’s Digital Transformation (Mashable)…
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Why TV Remains the Heartbeat of Local Connection