News and Analysis
Street Fight Daily: Sites Tap Audiences for Product Dev, Restaurants Court Young Customers
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… How Publishers Use Their Audiences to Develop Products… Casual Restaurant Chains Use Tech to Attract Elusive Younger Customers… Facebook Suspends Another Data Firm for Using Cambridge Analytica-Like Tactics…
Commentary
The 3 Biggest Misconceptions About Mobile Location Targeting
Since the dawn of mobile, advertisers have salivated at the idea of targeting users based on their current location — but despite the clear promise of the medium, many have struggled to capitalize on it. A number of misconceptions threaten to confine the industry to the progress made in these early years of mobile, so in an effort to continue our momentum – it’s time a few these myths were officially debunked…
Apple Maps: Taking the Long View
There’s no dancing around the fact that the much-anticipated launch of Apple Maps has turned into a fiasco for the company. Yet there’s little doubt Apple will buff out this particular blemish with time. The interesting part will be seeing exactly how the company chooses to address the gap in expertise that led to the current sub-par product. A big acquisition of talent or technology seems likely…
iOS6: Can Google Beat Apple in its Own Backyard?
Mapping is a game ultimately won on function rather than form. This requires lots of listings data and search algorithms; in other words, things that are non-core to Apple. Relative to Google’s tenure in this area, Apple is only starting to stitch together local vertical content partners like Yelp and TomTom. And it’s already starting to show…
Latest Posts
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…
How to Decide If Your Business Should Use Indoor Location Technology
Indoor location technology may not be the right solution for every merchant on the street. The costs and complexities of these systems can sometimes be too much for businesses in certain industries to handle, including smaller merchants who may not see enough foot traffic on a daily basis to benefit from using in-store location tools. Here are five questions that business owners should ask when weighing the decision of whether to start using indoor location technology…
Street Fight Daily: Square Reportedly Postpones IPO, Apple Brings iOS to the Car
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Square IPO Postponed Indefinitely (Fox Business)… Apple to Bring iPhone Software to Cars (Wall Street Journal)… Google ‘Map Jacking’ is Rampant, a Threat to Public Safety (Komo News)…
GrubHub Files For $100M IPO
Grubhub has officially thrown its hat into the I.P.O. ring, with the public filing of its prospectus Friday morning. The online ordering firm, which merged with competitor Seamless in August, filed the prospectus confidentially with the SEC last week under a new provision introduced by the JOBS act aimed at making the IPO process less expensive for smaller companies…
How Qualcomm Wants to Reinvent Retail
Qualcomm Retail Solutions works with retailers and other venue owners to put the company’s two positioning technologies, Gimbal and iZat, to use. Street Fight recently caught up with Kevin Hunter, senior director of product management for Qualcomm Retail Solutions, to talk about the explosion in retail technology, the emerging technology driving innovation, and what the introduction of mobile will mean for the existing retail landscape…
How One Community News Project Grew From One Blog to 30 Sites
When Kerry Anne Ducey started blogging in her suburban community of Ridgefield, CT. in 2009, what happened within the several square miles of this 300-year-old community of about 25,000 people was the center of her journalistic universe. Today her HamletHub is a partnership of 30 community websites in the Connecticut-New York suburbs, which she says will soon grow to 45 sites…
7 Ways to Use Weather Data for Hyperlocal Marketing
Hyperlocal vendors are making it possible for business owners like Stromberg to overlay weather data on top of daily sales figures to make better decisions, but many local merchants are still unsure of how to utilize the insights they glean from this information. Here are seven strategies for local businesses to use weather information to better target their hyperlocal messaging…
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Beyond Likes: Win Hearts with Emotional Marketing