News and Analysis
Street Fight Daily: Google Puts Mobile First, Facebook Cuts Out Third-Party Data Brokers
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Search Takes Another Big Step Toward a Mobile-First World… Facebook Is Cutting Third-Party Data Providers Out of Ad Targeting… Amazon Directly Hires Housekeepers to Conquer Local Services…
Commentary
Selling a City to Tourists Via Hyperlocal
There is an emerging opportunity for cities to subsidize hyperlocal marketing efforts through hyperlocal platforms. For example, a city agency could create a neighborhood-based promotion on top of mobile payment play LevelUp in which a visitor who shared that they say, ate lunch at a traditional tourist destination, could win a promotion to receive a free round trip train fare to a peripheral neighborhood if they ate dinner at a restaurant in the neighborhood…
Why Do We Check In?
“I did not want to be mayor of my dentist’s office. Why did I even check in?” read a tweet posted last week by Digital First Media’s Steve Buttry. Buttry was echoing a thought that I’ve had a lot lately about my own habit of checking in to Foursquare: I don’t know exactly why I’m checking in, or what I get out of it — yet I do it anyway, usually several times per day.
Latest Posts
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…
8 Ways Hyperlocals Can Nurture Existing Customer Relationships
The question that many hyperlocal vendors struggle with is how to keep their current customers satisfied without slashing prices or devoting too many resources to a single client. Here are eight strategies from hyperlocal experts, with specific advice on how to grow and nurture existing customer relationships.
Street Fight Daily: LivingSocial CEO to Step Down, Court Rules Against Yelp
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… LivingSocial CEO Tim O’Shaughnessy Stepping Down (Washington Post)… Court Rules That Yelp Must Unmask the Identities of Seven Anonymous Reviewers (Atlantic)… What Does the Closure of O2 Wallet Say About the Future of Mobile Payments? (GigaOm)…
Placed CEO: In the Real World, It’s People — Not Places — That Matter
There’s a broader effort in the technology community to chart consumer behavior in the real-world, using mobile devices to measure movement throughout the the world as marketers use cookies trace users as the browse the web. Street Fight recently caught up with David Shim, the chief executive at Placed, to discuss the ins and out of charting consumer behavior in the real-world…
Mobile Media Summit Brings Together Top Agencies, Marketers for SF Event
The second-annual Mobile Media Summit San Francisco: Apps and Ads on January 21st at the Westin Market Street will bring together the biggest names in advertising and marketing to discuss the secrets to successful app marketing, as well as the most important topics facing the mobile industry. Street Fight readers get a discount…
LBMA Podcast: Vodka-Powered Smoke Signals
On the show: Strongbow embeds RFID chips in bottle caps; Moto X gives print a dose of interactivity; Tata taps your smartphone for usage-based insurance. The app of the week is Openbay; the resource of the week deciphers why customer service is more important than advertising. Special guest is David Rush, founder of Earshot.
Street Fight Daily: How Ford Uses Location Data, Radius Raises $13 M
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… How Chrysler, Ford, GM, Others Use Auto Location Data (AdAge)… Palantir Co-Founder Chases New Data Source: Small Businesses (Wall Street Journal)… In an Economics Experiment, Uber Cuts Prices in 16 Cities (Businessweek)…
With Privacy Debate in Rear View, Euclid Looks to Make Offline Analytics Mainstream
The clamor that erupted last year after the Wall Street Journal and other mainstream outlets reported that some big retailers passively tracked users in their stores has waned in recent months, opening the door for an emergent offline analytics sector to become a mainstay retail industry. Euclid, the company that quickly became the poster-child for in-store tracking during the debate, is making its core tracking technology free this morning in an attempt to lure in the millions of smaller, more apprehensive retailers across the country…
Nomi Adds In-store Messaging to Offline Measurement
The New York-based startup is moving deeper into the proximity marketing business by adding in-store messaging capabilities to its existing measurement and analytics products. The proximity marketing product, Nomi Mobile, uses a Bluetooth LE beacon to enable retailers to send notifications, rewards, and other messaging to customers on their existing mobile applications as they walk through the store…
How Local Publishers Can Score With Sponsorships: One Yard at a Time
I spoke recently to the indefatigable Teresa Wippel, founder and publisher of the indie My Edmonds News north of Seattle, about her search for new revenue stream. In 2011, two years after she began her site, she turned to a sponsorship model for streamed high school football coverage to supplement her modest display revenue. The result has been a significant source of new revenue from seven local sponsors…
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