News and Analysis
Street Fight Daily: Leave In-Store Shoppers Alone, Google Courts Publishers as Facebook Flails
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… In-Store Shoppers Lean on Tech, Want to Be Left Alone in Stores… While Facebook Battles Fires, Google Rolls Out Pro-Publisher Initiatives… Media Rating Council Considers Bumping up Video Ad Standards…
Commentary
Will eBay Be the Next Giant in Local?
It’s not just about where users are spatially, or what device they’re on. It’s a function of where they are in the proverbial purchase funnel — the increasingly convoluted path between offline and offline worlds that leads from awareness to purchase. “The boundaries between the physical and digital world have disappeared, says WHERE’s Walt Doyle, “and the purchase funnel has become a purchase pretzel.”
Should All Ad Impressions on Mobile Devices Really Count as ‘Mobile?’
For mobile advertising to reach its true potential the industry needs to start looking more closely at the nature of a mobile impression and applying more scalable and accurate ways to target users. The current one-size-fits-all approach is simply not going to work as users are increasingly cutting the cord and relying entirely on their tablets or phones…
When Big Brands Go Local, They Need to Think Social
Social networks have become increasingly relevant in the local search space for consumers. Social’s impact on local search is far from limited to searches performed on local networks, though. It’s also impacting traditional search results, rankings and relevance. Here are three local-social tactics that need to be included in every national brand’s digital strategy…
Latest Posts
Street Fight Daily: Apple Positions For Payments, Mobile-Local Ad Revenue Grows
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… Don’t Count NFC Out of Apple’s Mobile Payment Plans Just Yet (GigaOm)… Location-Based Mobile Ads Forecast To Hit $10.8B In 2017 (MediaPost)… Shopkick Starts 100-Store iBeacon Trial For American Eagle, Biggest Apparel Rollout Yet (TechCrunch)…
Citi Global Head: NFC Will Win Out By End of 2014
Near field communication (NFC), the much-maligned technology that once was held as the future of mobile payments, may not be dead yet. Richard Char, global head of digital networks and merchant Services at Citi, believes that two emerging trends will turn the tide for NFC, dissolving many of the infrastructural barriers that have mired its growth…
Street Fight Daily: AOL Unloads Patch, Handybook Buys Exec
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.…. AOL Unloads Most of Patch Local-News Site (Wall Street Journal)… Handybook Buys Exec in a Deal for the On-Demand World (New York Times)… Jack Dorsey Says The Receipt Is Untapped “Canvas” And “Publishing Medium” (BuzzFeed)…
Street Fight Daily: Square Valuation Hits $5B, NFC’s Continued Decline
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… Square Valuation Rises to $5bn (Financial Times)… Au Revoir NFC? Carrier Bouygues Reportedly Cools on Contactless Payments (GigaOm)… What Secrets Your Phone Is Sharing About You (Wall Street Journal)…
The Real World Is on the Verge of Its Own Data Revolution
With nearly 9 billion devices connecting to the web today, the malls and main streets where consumers still spend 90% of their income are on the verge of their own data revolution. A world of connected devices — from smartphones and tablets to wi-fi routers and bluetooth beacons — are measuring the comings and goings of buyers and sellers locally, creating a new dataset that businesses, consumers and technology companies can use to create a better, more efficient local marketplace…
5 Strategies For Launching a Location-Targeted Mobile Campaign
Mobile ads show a 42% lift in performance when they’re targeted based on the location of a business, but there’s still debate as to how tightly marketers should target their ads to optimize the performance of their campaigns. Here are five questions to ask yourself when deciding how targeted to make your mobile campaign…
Street Fight Daily: Groupon Buys Fashion Site, Delivery Hero Nabs $88M
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… Groupon Buys Flash Sales Fashion Site Ideeli (USA Today)… Berlin’s Delivery Hero Gobbles Up $88M in Series E Funding (GigaOm)… Lowe’s Backs Recommendation Site for Home Projects (New York Times)…
Phone Leads for Local Businesses: The Unsexy Cousin of the Click
We’re seeing tech and media worlds finally come around to what we’ve been saying for years: phone calls are what businesses want. That’s especially true in high-value categories like professional services, autos, travel and insurance. Clicks and impressions, despite a sexier image, aren’t as valued in lots of cases…
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