Commentary
Facebook and the Latent Local Layer
If Facebook were to really turn its attention to local, it could do some amazing things. Imagine if all of our posts and check-ins related to local restaurants were correlated together in a meaningful way. There’s little doubt Facebook could recommend the new place down the street based on your preferences and those of others similar to you, with a high likelihood of successfully predicting what you will like…
All Geotargeting Methods Are Not Created Equal
The social-mobile-local movement will most certainly drive even stronger interest in and use of geotargeting. But with all the options available, what factors dictate when marketers should use one method over another? It depends on what message they want to convey to whom and when, along with how much contact and engagement they want with the consumer…
Deep Data and the Semantics of Local
In the case of local search, there is no prevailing reason beyond lack of attention to prevent the industry from doing a better job of serving the full range of consumer needs. For the time being, industry attention is still directed in a self-fulfilling way toward the activities that have always received attention. This is the safe bet, but safe bets don’t lead to progress…
Latest Posts
Street Fight Daily: Same-Day Delivery Stays Hot, China’s Tencent Bets on Local
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… Postmates Closes New Financing Round and Passes 10,000 Deliveries a Week (New York Times)… China’s Tencent firms up online-to-offline muscle with review site buy (Reuters)… AP Brings Olympics Coverage to Local News Outlets With Customizable, White-label Microsites (Poynter)…
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…
3 Key Trends That Are Transforming Local Online Marketing
Small businesses face increasing marketing complexity driven by more fragmented media outlets and more online channels, and a vast array of marketing technology that is supposed to “help” them simplify this dynamic. SMBs are being forced to rethink where they advertise and how to stay in touch with existing loyal customers….
Street Fight Daily: Airport Tracks Travelers, Yahoo Looks to Contextual Search
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.…At Newark Airport, the Lights Are On, and They’re Watching You
(New York Times)… More on Mayer’s Search Plans for Yahoo: The “Three S’s” and Slipping Through a Microsoft Loophole (Recode)… Apple’s IDFA Crackdown Reverberates Through Mobile Ad Ecosystem (AdExchanger)…
6 Ways Merchants Can Encourage Customers to Complete Mobile Transactions
Just 3% of SMBs in the U.S. have websites that can handle mobile transactions, according to a recent survey by hibu and Impact Research. One of the reasons why merchants have been reluctant to adopt the right tools for dealing with mobile transactions is because they don’t understand what’s in it for them. Here are ideas for local merchants who are interested in how they can encourage more customers to complete transactions via mobile…
Street Fight Daily: Baseball Bets on Beacons, Square Ramps Up Salesforce
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… Major League Baseball Completes iBeacon Installation at First Two Ballparks (Recode)… Square Cuts More Custom Pricing Deals For Merchants And Ramps Up Sales Hiring (TechCrunch)… On-Demand Ride-Sharing Startup Lyft Is Raising Another Big Round Of Funding (TechCrunch)…
Could a Hybrid Model Scale Community News and Keep the Passion?
Neither big media nor independent journalistic entrepreneurs have succeeded in finding a scalable model for hyperlocal news and information. So why couldn’t we try a hybrid approach that adopts what’s best about each? It begins with editor-publishers who have a passionate commitment to community, and would be balanced by a scaled business model that will pay attention to cost curves and be open to new revenue opportunities…
LBMA Podcast: PlaceIQ, Dwango, Nokia and Blue Bite
On the show: The topt stories during the past week in location and contextual based marketing including stories from Microsoft, Foursquare, Shopcloud, Ryerson, NTT and Dwango, ShopRite and PayNearMe. Our mobile minute with Chuck Martin examines what 77% of consumers want in return for their location data. Our app of the week is Spo.tt Messenger.
Street Fight Daily: Fashion Retailer Tests iBeacon, Local’s Most Innovative Companies
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… Fashion Retailer Tries on Apple’s iBeacon for Size (Street Fight)… The World’s Top 10 Most Innovative Companies in Local (Fast Coppany)… Uber Car-Hailing App Expands in China’s Congested Market
(Wall Street Journal)…
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Authentic Storytelling: Real-Life Scenarios Showcase Brand Values and Build Trust