Commentary
Survey ‘Paywalls’ May Not Be as Good as They Sound for Local Media
While surveys may be a good source of revenue, it’s not a long-term solution for local news sites:There is an inherent supply-and-demand issue — not very different from the one that arises with online display ads. As more and more publishers adopt Google Consumer Surveys, Google can begin dropping its publisher payout because it has enough supply…
Understanding the Local Consumer’s Online Path to Purchase
Consumers are using the web to become highly informed about everything they buy, and what they see (or don’t) about a business online affects whether they purchase from that company. It’s much more complex and time-consuming for small businesses to reach these digital consumers than ever before, so it’s up to solutions providers to help clients create and sustain a total web presence…
Selling Local Is Hard — Here’s What You Need to Do to Make It Work
For the past couple of months I’ve been testing a new targeted local online advertising product as part of my fellowship project at the Donald W. Reynolds Journalism Institute.The test has been essentially to sell the product to regional businesses within a given market. And at the end of the two-month trial, after calling on more than 150 businesses multiple times, I have a much greater appreciation not only for local salespeople but for the brands in the marketplace that can sell local…
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Street Fight Daily: Intuit Makes Another Acquisition, Square Rival Raises $50M
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technologyIntuit Buys Lettuce Apps For $30M To Add Inventory And Order Management To Quickbooks (TechCrunch)… Square Rival iZettle Receives Capital Injection From Group of Investors (Wall Street Journal)… Months Before CEO Shakeup, Leaf Investor Took Control of Startup (Xconomy)…
Case Study: Golf Club Brings Back Deal Buyers With Rewards Program
In her role as manager at Southern Pines Golf Club, Elaine Millar is responsible for the digital marketing strategy for the 18-hole course. Millar uses her rewards program as a promotional tool to keep the customers she gains through local deal sites coming back for future visits after their promotions have been redeemed…
Street Fight Daily: Square’s Alleged Saboteur, Google Buys Website Builder
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Sequoia’s $12B Man Says Someone With ‘Axe to Grind’ is After Square (Upstart)… Google Gobbles Up Restaurant Startup (Wall Street Journal)… Uber Launches uberFAMILY, a Pilot Service in NYC That Uses Cars With Child Seats (TheNextWeb)…
What’s in a Swarm? Making Sense of Foursquare’s Split
It’s hard to envision now, but it could be that a decoupled discovery and recommendation service will be just what Foursquare needs to scale its dataset beyond entertainment and to encourage users to improve the quality and accuracy of venue information. These developments would turn Foursquare into a viable competitor to data aggregators like Infogroup and possibly to Google Maps itself…
Street Fight Daily: Google Maps Adds Uber, Square Expands Partnerships
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Maps On Mobile Gets Uber Integration And More (TechCrunch)… Square Partners With Inventory Tracking Service Stitch Labs (Fortune)… New Google Now Feature Aims at Amazon (Wall Street Journal)…
Two Years After Private Equity Carve-Out, What’s Next for YP?
Two years ago, AT&T shed its local marketing business, selling a majority stake in its print and digital yellow pages assets to Cerberus Capital for $950 million in cash and debt. During a conversation with Street Fight, the company’s CEO David Krantz said the company is well-ahead of where its private equity parent expected it would be, and discussed how YP planned reprise its role as a leading consumer brand…
Finding the Right Point of Contact At: A Retail Chain
For hyperlocal vendors grappling with expansion, a national retail chain can represent the big whale. With the potential to have their platforms adopted at hundreds of locations throughout the country with just single sale, it’s no wonder hyperlocal startups are willing to devote so many resources to developing partnerships with big-name clients. Here are five strategies for finding the right person to pitch at a retail chain…
How CardStar’s Contextual Mobile Experience Increases Ad Engagement
Ad units that work on the web do not work on mobile. Powered by Skyhook Wireless’s Context Accelerator SDK, CardStar launched a new interface that intuitively populates users’ loyalty cards, key tags and deal content based on their proximity to nearby geofenced venues. It resulted in a 2x lift in average session length, 57% growth in daily users and 79% growth in sessions per day…
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