News and Analysis
Street Fight Daily: Thumbtack Brings AI to Local Services, Amazon Go Model to Expand
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… How Thumbtack Creates Work By Giving the Yellow Pages an AI Twist… Amazon Plans to Open As Many As Six More Amazon Go Stores This Year… Twitter Tightened Up the Requirements for Its Amplify Publisher Program…
Commentary
Hyperpublic: Structuring Place Data, Redefining Hyperlocal’s Scope
What might we see spring forth from the ether when local data is properly structured? It’s easy to imagine various applications of search — i.e. “Show me all wine bars that serve croquettes.” Similarly, one can imagine that this type of data would be immensely valuable to advertisers who want to target, for example, everybody who drinks beer and is in walking distance of an establishment…
Why Hyperlocal Marketing Will Best Gamification
Hyperlocal marketing strategy and gamification both strive to accomplish the same purposes: attract new customers and drive increased customer-visit frequency. And yet one of these won’t be fueling marketing efforts just a couple years from now. In my mind, it’s hyperlocal that wins, while gamification, as defined and promoted today, disappears.
Latest Posts
As Digital Ascends, Is Legacy Media Becoming a ‘Sinkhole’ for Marketers?
One of the most insightful studies released this year by Boston Consulting Group found that the 23 million small businesses in the U.S. allocate only 3% of their advertising spend to digital. Larger companies spend more, but digital still comprises only 15% of their marketing budgets. Meanwhile, it’s clear that the effectiveness of digital media has surpassed that of legacy — and it’s no longer even close. So marketers are spending the vast majority of their budgets on media that consumers are no longer engaging with…
10 Strategies for Choosing the Right Loyalty Incentives
Although there are no right and wrong answers when it comes to structuring rewards in a loyalty program, there are some overarching guidelines that merchants should follow to ensure their programs remain profitable. Here are 10 tips from experts in the space on how merchants can ensure they aren’t giving away too much (or too little) in their loyalty programs…
Street Fight Daily: Amazon’s Drone Delivery, Online And Offline Retail Face Off
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.… Amazon’s Drones for Deliveries (Wall Street Journal)… Online and Offline Stores Duke It Out This Week (New York Times)… Cyber Mundane: Why Online Shopping Is Overhyped, And What Brands Should Focus On Instead (TheNextWeb)…
Will ‘Indie’ Hyperlocals Go for National Marketers’ Goodies?
Most publishers of independent hyperlocal news sites steer clear of national ads. They think messages from national brands can be a jarring presence on a page with neighborhood news or ads for the local yoga center and pizza parlor. They also don’t like the low rates that have often come with national ads. But fast-developing changes in national digital ad marketing have buyers dangling premium rates for high-value placements…
#SFSNYC VIDEO: The Next Billion-Dollar Exit in Hyperlocal
With Google’s acquisition of Waze earlier this year, local tech is back in the limelight. During a panel at Street Fight Summit in New York last month, Matt Turck of First Mark Capital, Ben Siscovick of IA Ventures, and Jason Klein from OnGrid Ventures discussed where the best investing opportunities are these days in the local…
How Reviews and Ratings are Driving Local Search
Despite the tremendous amount of press we have seen on fake reviews, ongoing interest in reviews by consumers and local search providers make it clear that these services aren’t going away. As platforms give reviews more importance and improve their ability to filter out fake ones — and government officials crack down on dishonest practices — consumer trust and use of reviews can only be expected to grow. This trend will continue to increase the impact they have on local businesses…
5 Signs That It’s Time for Your Hyperlocal Company to Pivot
The majority of hyperlocal startups will pivot at least once in their lifetimes. Many will pivot two or even three times. But as a founder who’s looking to steer his or her company in the right direction, it can be difficult to determine whether to keep plowing forward with an original concept or go a new direction. Here are five signs that it’s time for your hyperlocal startup to pivot, from industry leaders who’ve been there before…
#SFSNYC VIDEO: How Big Data Is Revolutionizing Retail
In a panel at Street Fight Summit in New York last month, experts from the retail analytics space explored the ways big data is transforming the retail industry. Wesley Barrow, CRO at Nomi and Alexei Agratchev, CEO at RetailNext talked about how retailers can maximize profit from the moment a shopper walks into their store. Meanwhile, Larry Promisel, SVP Digital Commerce at Camuto Group, offered the retailer’s perspective, saying that while privacy is concerning for retailers, the overall benefit of creating the better experience a customer wants outweighs those concerns…
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The Road Ahead: What Autonomous Cars Teach Us About Marketing Automation