Commentary
Why Online Marketers Are Rethinking Their Yelp Strategy
Merchants have historically been wary of Yelp reviews — and for good reason. Yelpers have tended to be snarky and more focused on humor than accuracy. But there are changes coming at the end of 2012 that are likely to make many marketing pros reevaluate their relationship to the user-generated reviews site…
The Long Tail of Local Search
Far from invisible tools that merely get you to the store or service you want, local search products actually tell a story about the needs local search companies think they are trying to fulfill, demonstrating in some cases a stark contrast between the actual habits of the local consumer and the assumptions of local apps and websites…
Why Leveraging Location Is the Key to Success in Mobile Advertising
Both smartphone and tablet users are searching for locally relevant content at an increasing rate, so much so that mobile user experience as a whole has been affected by the need for location-based information. Mobile networks have seen a massive increase in local search traffic this year, affecting mobile advertising in a big way. Yet the vast majority of mobile advertising doesn’t grasp what it means to be truly local.
Latest Posts
Street Fight Daily: Microsoft Invests in Foursquare, Target Turns to Chip and Pin
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… Foursquare Teams With Microsoft for Dollars and Data (Wall Street Journal)… Target Vows to Speed Anti-Fraud Technology (New York Times)… Satya Nadella: Our SMB ‘Ringer’ at Microsoft (Local Onliner)…
An Opportunity for Mobile in the Middle of the Marketing Funnel
The mobile industry has struggled to find its place in a crowded marketing landscape, sandwiched between an entrenched television industry, which controls billions in branding dollars, and a formative paid search sector that dominates the ready-to-buy consumer. But Michael Hayes, the executive in charge of turning UberMedia into a profitable business, believes that the mobile industry could find its sweet spot selling to consumers in the middle…
Consolidation Watch — Where to Look for Deals in Local Tech
The first half of 2013 saw total investment activity, which includes both M&A and private financing, grow from a year earlier, as the number of deals stayed flat but total reported deal value jumped from $5.2 billion to $7.2 billion over the same period. Expect to see more deals — both large and small — in the local space as big firms search for a foothold in the industry and host of maturing startups look for the exit…
Street Fight Daily: FoodPanda Raises $20M, Millennials Drive Mobile Bookings
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… Foodpanda Gobbles Up $20M In Fresh Funding To Fatten Its Global Pawprint (TechCrunch)… How User Reviews Are Gutting Brands (MediaPost)… Last-Minute Millennials Drive Mobile Bookings, So Make it Easy (Skift)…
Is Guest Blogging Dead? Focus on These Link Building Strategies Instead
While guest blogging used to be a respected link building practice – and still might be okay in some instances – it is now often considered a violation of Google’s quality guidelines. And in the future, Google could penalize websites that accept guest posts if Google believes the business is attempting to gain links without truly earning them. Instead of placing all of your eggs in the guest blogging basket, it is best to focus on authentic link building. Here’s how…
How Merchants Can Create a Comprehensive Strategy for Mobile
Building a mobile-optimized website is certainly a starting point, but it’s far from the last step a local merchant needs to take when developing a comprehensive mobile strategy. Although small business owners tend to be more interested in mobile than outsiders give them credit for, it’s the process of combining those solutions to create a comprehensive strategy that trips many merchants up. Here are six tips for local merchants who are interested in putting together mobile strategies for their businesses…
Street Fight Daily: LivingSocial Posts $183M Loss, Airbnb Considers Cleaning Service
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… LivingSocial Posts $183M Loss in 2013 (Washington Business Journal)… Airbnb Is Testing Out An Affordable Cleaning Service For Hosts In San Francisco (TechCrunch)… In Defamation Lawsuit Over Yelp Reviews, Neither Side Wins (Washington Post)…
Local Marketing in a Post-Mobile World
An explosion in connected devices is forcing marketers to quickly move beyond mobile and address a new set of multi-device marketing challenges. We recently caught up with Sean Muzzy, chief executive North America at Neo@Ogilvy, to take his pulse on brand marketers’ interest in local, and explore how an explosion in connected devices might shape the way businesses communicate with consumers in the real-world…
LBMA Podcast: Google Glass on the Floor
On the show: soon your food will text you its expiry date; The Wireless Registry launches; Source Metrics connects online ads with offline buys; Nearbytes lets you pay by sound; Banjo 4.0 hits the street; Ricoh plays catch up with Clickable Paper. And our Mobile Minute with Chuck Martin highlights some store traffic research by Euclid…
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