News and Analysis
Drift Releases New Tech to Help B2B Marketers Convert Site Visitors Into Leads
It’s 2018, and if visitors to your site are slapped with forms that need to be filled out manually, those visitors are going to take their business elsewhere. That’s the state of affairs that conversational marketing and sales platform Drift is addressing this week with its new technology, Drift Intel.
Street Fight Daily: Apple’s Intertwined Futures in AR and Maps, Snapchat Is Shrinking
TODAY IN LOCAL & DIGITAL MARKETING… Will Apple Help Assemble the ‘Internet of Places’?… Snapchat’s User Base is Shrinking. Here’s Why… Social Is Getting More Difficult for Content Marketers…
Facebook Announces Slew of Changes to Boost Local Businesses
A couple of weeks after Google announced changes to local event discovery, Facebook is announcing a bevy of updates intended to make connecting with local businesses easier for its 2 billion users. Here’s everything you need to know.
Commentary
New Location-Based Services Are Poised to Enter the Mainstream
To a surprising degree, the panels and presenters at Street Fight’s Local Data Summit last week in Denver emphasized a similar theme: we’re about to see a plethora of new technology-enhanced real-life experiences centering on ingenious uses of data. The signal feature this time around is an orientation toward experiences situated in a physical context. The question the new technologies will answer is this: “What do I need my technology to do for me now, in this place, at this time, under these circumstances?”
Why In-Store Messaging Needs Offline Measurement
Offline, in-store environments historically have had limited tools for measuring impact of any marketing effectiveness, reach, or exposure. But mobile location technologies with geofence capability measure shopper behavior and produce actionable data sets, opening new opportunities to quantify messaging impact. Measurement is not only possible, but actionable…
Location, Relevancy, and the Search for Personalization
Marketers today have access to an unprecedented amount of data about consumers and their environment that go well beyond location, ranging from their demographics and shopping behavior to the time of day and weather. However, local marketers continue to fail to leverage this throve of new data to create and deliver relevant, quality and personalized ads to consumers. And it’s a big missed opportunity…
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5 Strategies for Leveraging Digital Circulars
Making the migration from print to digital circulars is easier said than done, and many retailers are still left with questions over how best to take advantage of hyperlocal technology in this arena. Here are five strategies for how retailers can leverage digital circulars to their full advantage, during the upcoming holiday season and beyond…
Street Fight Daily: On-Demand’s Labor Problem, Square Drops Free
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…Handy Sued For Being a Hellscape of Labor Code Violations (ValleyWag)… Square Eschews Free, Starts $29 Pre-Orders For Chip-Based Card Readers (TechCrunch)… HomeAway Integrates Gogobot, Uber and Instacart Into Mobile Services (Skift)…
In First Acquisition, SocialRadar Snaps Up Location Tech Firm
Location analytics startup SocialRadar, founded by Blackboard founder Michael Chasen, has made its first acquisition. The company has come to terms with Gridskippr, a startup specializing in location management and mobile advertising technology for smartphone apps…
Interconnectivity and the Mobile Mind Shift
We hear a lot these days about the massive transition in consumer attention from desktop to mobile devices. That transition is an undeniable reality, but it would be a mistake to assume that it’s just about mobile devices themselves. What the smartphone has done is to enable a change in mental attitude when it comes to the use and consumption of online services…
VIDEO: Hyperlocal Media 2.0 — Events and Email?
The sale of AOL’s local media network, Patch, earlier this year marked something of an end to a lot of the optimism that once surrounded hyperlocal media. As local media veteran Jim Brady says, the category entered the “huddle for warmth” phase of its lifecycle. But a more optimistic tone has begun to return to the industry…
VIDEO: No Solicitors Please! How to Sell Services to SMBs
During a panel at Street Fight Summit, GoDaddy’s Rene Reinsberg, Facebook’s SMB director Jonathan Czaja, and Vendasta’s CEO Brendan Kind discussed strategies and tactics to cut through the clutter and build trust with small business customers…
VIDEO: Ebay’s Ramadge Says Winning Trust is Key to Winning in Local
During a keynote at Street Fight Summit in New York City last week, David Ramadge, head of venture outreach at eBay, offered a fascinating look at the shift in digital economy from global networks to connected “village economies…
Street Fight Daily: Facebook Redesigns Places, Local News Searching for Answers
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook Takes a Big Step Toward Competing in Local Search (Local Search Insider)… Is There Hope for Local News? (Atlantic)… Groupon Kicks Off First Analyst Day Amid Pivot to E-Commerce Site (AdAge)…
StockUp Presents the Latest Take on the Local Inventory Dilemma
The three month-old startup has spent a year in stealth building a community around an app that allows users to scan barcodes and add product and pricing information manually to its database. Andy Ellwood, a former Gowalla and Waze executive who joined as chief revenue officer in January, says the company now has information about over half a million products in its database…
The Local Service Layer: How National-to-Local Succeeds
In developing a national-to-local strategy, brands need to consider these two key resources: people and data. Employees, affiliates and other local evangelists offer an immense resource for promoting a brand to local consumers. At the same time, a deluge of local information is now available to allow brands to tailor messaging programmatically. In the first of a series sponsored by Surefire Social, we delve into the emergence of a way to harness data and empower agents on the ground…
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AI Won’t Fix Advertising – It May Scale Its Chaotic Nature