News and Analysis
Study: Accuracy is the Most Important Factor for Marketers Buying or Using Audience Data
In a poll of 300 advertisers that buy or use audience data, data management platform Lotame found that 84% say the accuracy of the data is the most important factor in determining whether they’ll buy it and if they’ll buy more of it.
Womply: Prime Day Coincides with Bump in Small Retailer Revenue
It would make sense to assume that Amazon’s e-commerce extravaganza results in a decline in foot traffic for brick-and-mortar retailers, especially small ones. Womply’s data science team has intel that says otherwise.
Street Fight Daily: Accuracy is King for Data Buyers, Google’s Earnings Make a $5 Billion Fine Look Silly
DATA, DOLLARS, DISASTER… Study: Accuracy is the Most Important Factor for Marketers Buying or Using Audience Data… Surprise? Google Beats Expectations, Driven by Mobile and Cloud Services… Black Monday: Tronc Axes Half the New York Daily News Staff…
Commentary
Is Groupon’s Deal Marketplace Undermining Merchants?
It has been my understanding that the purpose of daily deals is purely customer acquisition — to bring in new customers, not to target your existing ones. With the new marketplace focus, however, it seems as though this is no longer the case. I recently did a search for some of Groupon’s top NYC marketplace offers and I found that the company seems to be cannibalizing the local businesses’ existing customers by using Google AdWords to bid on nearly every Marketplace deal’s local business name…
Do Small Businesses Really Need a Website?
The website is the richest online repository of compelling information about a business, but it probably isn’t its primary means of attracting customers. Rather, customers who find you via Google Maps or Facebook may need to refer to your website in the event a third party search doesn’t provide enough information to make a buying decision. The website serves as a last stage effort to win business that hasn’t already been secured via local search…
Focus Turns to Attribution in Mobile Local Ad Tech
The promise of mobile local advertising continues to invoke the “closed loop” idea. The device’s portability and location awareness means that it goes to the store with you – enabling all new ad performance tracking opportunities. Nothing terribly new there. But it seems like the tech and media worlds are finally acknowledging that 93% U.S. retail spending happens offline. And an increasing share of that — to the tune of about $1.5 trillion — is influenced online and on mobile. So connecting those dots is the name of the game…
Latest Posts
Street Fight Daily: Groupon Goes After Groceries, Google’s ‘Physical Web’
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…… With New App, Groupon Goes After Grocery Deals (New York Times)… Google Reveals ‘The Physical Web,’ A Project To Make Internet Of Things Interaction App-Less (TechCrunch)… Here’s The Evidence That Google’s Search Results Are Horribly Biased (Business Insider)…
How to Maintain a Rational Social Marketing Strategy in a Confusing Landscape
Small business owners may find themselves perplexed by the variety of opportunities to engage socially with consumers. Of course, it would be premature to suggest that any SMB needs an Ello marketing strategy. But there’s an advantage to be gained in keeping your marketing strategy attuned to the groups actively pursuing interests relevant to your business…
Conference Notebook: Location Is an Obvious Asset for Trulia
At the Mobile Marketing Association’s 2014 SM2 Conference Wednesday, marketers from some of the nation’s largest brands talked about the evolving role of location in their marketing mix and the challenges in balancing an appetite for new technologies with the needs of an existing brand…
Street Fight Daily: Gannett Buys Rest of Cars.com, Angie’s List Struggles
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…… Gannett Buys the Rest of Cars.com for $1.8 Billion (Businessweek)… Why Angie’s List Is In Trouble (Time)… PayPal Taps an Outsider to Push It Into a New Era (New York Times)…
After Spinoff, ReachLocal Founders Relaunch ClubLocal as Serviz
Late last year, ReachLocal founders Michael Kline and Zorik Gordon parted ways with the company and spun off a still-nascent local commerce project, ClubLocal, that both helped develop. Today, the long-time executives have relaunched the project as Serviz, an application that builds on many of the services core functionality….
Conference Notebook: Toyota Motors Turns to Location Targeting on Mobile
It’s Advertising Week in New York, and that means the marketers from around the world come together to talk shop, make deals, and blow off some steam. At the Mobile Marketing Association’s 2014 SM2 Conference Tuesday, marketers from some of the nation’s largest brands talked about the evolving role of location in their marketing mix…
Street Fight Daily: News Corp Buys Move.com, Angie’s List Mulls Sale
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Rupert Murdoch Wants to Sell You Your Next Home (Time)… A Report Says Angie’s List Might Sell Itself And Now Its Stock Is Surging (Business Insider)… The Real Reason PayPal Isn’t an Apple Pay Preferred Partner (BankInnovation)…
SMBs Now Spend More Than 1/4 of Marketing Budgets on Digital Media
A new report released by Borrell Associates paints a rosy picture for the immediate future of local marketing — as long as the industry can overcome a few barriers. The report, which drew from a survey of over 2,000 small businesses, found that they now spend more than a quarter of their budgets on digital media with robust growth in the social media and mobile advertising sectors…
At GoDaddy, CEO Blake Irving Searches for a New Domain
Irving has an ambitious plan to turn GoDaddy into a much larger, and more profitable, company. The strategy begins with the company’s 12 million domain customers and ends with a constellation of concentric services intended to serve an increasingly entrepreneurial, and distributed, global economy…
How Y Combinator Grad Estimote Plans to Turn Beacons Into a Big Business
When Estimote graduated from Y Combinator in July of 2013, the startup was riding one of the hottest trends in tech: beacons. By the end of the year, the company had raised $3.1 million to turn its fist-sized adhesive proximity beacons into an “operating system for the physical world.”
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