News and Analysis
Street Fight Daily: Ad Tech Too Crowded for Marketers, Facebook Crackdown on Targeting to Build
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Why Choosing Mar Tech Vendors Is Challenging for Marketers… Facebook Plans Crackdown on Ad Targeting by Email Without Consent… Amid Heightened Competition, Domino’s Mobile Game Offers Rewards Points..
As Amazon Preps Attribution Tool, Media Buyers Demand Greater ROI
Amazon’s massive consumer audience and billions of touch points, coupled with its newly acquired brick-and-mortar presence, means the company’s ad services could be in a position to explode if it does a good enough job illustrating the influence its ad services have on driving online-to-offline or strictly online sales.
Commentary
Feet on the Street: How Hyperlocals Can Enhance Local Sales Outreach
Building a successful local sales force takes more than just placing bodies in coverage areas. To be truly effective, salespeople must create strong ties in their target community through outreach. These ties create an authenticity that is invaluable when it comes to establishing a lasting local presence…
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…
Latest Posts
How Patch’s New Owners Can Reverse Its Fortunes
Patch doesn’t have to wind up in the “bone yard.” I believe the hyperlocal network recently unloaded by Aol can, within five years, be a seriously profitable venture. It will happen if the company’s new owners, Hale Global, go all out for engagement-worthy community journalism that’s responsibly budgeted. And it will happen if they adopt a revenue strategy that’s responsive to fast-evolving trends in ad spending…
Street Fight Daily: Stripe’s Big Round, Rabois Resigns From Yelp’s Board
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… Stripe Bolsters its Mobile Payments Cred With $80M Funding Round (GigaOm)… Icahn Says He Is Prepared for eBay Proxy Fight (Wall Street Journal)… Keith Rabois Resigns From Yelp’s Board (Recode)…
Why Ecommerce Companies Are Eyeing Brick-and-Mortar Retail
Over the past year, a string of ecommerce firms have invested in brick-and-mortar locations in an attempt to cash in on local markets that still account for over 90% of retail spending in the U.S. Manish Chandra, the founder the online fashion marketplace Poshmark, says physical locations will play an important part in ecommerce strategies moving forward…
5 Hyperlocal Scheduling Platforms for the Healthcare Industry
Hyperlocal vendors are changing the way consumers navigate the healthcare industry, offering tools for finding local providers who are covered by specific insurance plans. Not only do these platforms benefit patients by providing a streamlined way to secure appointments with qualified local physicians, but they also benefit healthcare professionals by filling empty appointment slots and decreasing the percentage of no-show patients…
Street Fight Daily: Icahn Calls For PayPal Split, Groupon Boosts Hotel Product
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… Could Square be Collateral Damage in Carl Icahn’s War on Ebay? (Quartz)… Groupon Adds 20,000 Properties To Its Hotel Feature (Skift)… Tokyo Launches Cab-Calling Mobile App (Wall Street Journal)…
Let’s Simplify and Strengthen Business Listing Verification
Verification is a great idea in theory and, once you navigate the tangled process, it even works well for most business owners in practice. However, there is very little consistency across publishers as to how the process should work or what the result should be, and there is plenty of evidence that the supposed lockdown of business data via owner verification doesn’t always operate as it should…
Case Study: Pizza Chain Uses Customer Data For Targeted Offers
At Patxi’s Pizza, a pizza chain with 12 locations in California and Colorado, marketing manager Jordana Heinke uses the purchasing data she gathers through her company’s mobile loyalty program to send highly-targeted offers to her most frequent customers. “We can immediately see changes happening with volume of interest and redemption if we change a reward,” Heinke says…
Street Fight Daily: Comcast Resurrects Everyblock, iOS in the Car
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… Hyperlocal Website EveryBlock to be Resurrected (Chicago Tribune)… Developer activates Apple’s upcoming iOS in the Car system, shows different interface (9to5Mac)… After Rebranding, YP Names Allison Checchi CMO (Adage)…
With Perfect Information, Does ‘Awareness’ Becomes Obsolete?
In a world in which information is finite and often inaccessible, the ability for a business to be top of mind — to carve out a little spot in a consumer’s memory — was a powerful competitive advantage, and one that drove the way businesses sold goods and services to local consumers. But thanks to the rapid adoptions of mobile devices by consumers and the emergence of inexpensive cloud-based operations software, that’s changing…
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