News and Analysis
Street Fight Daily: Duopoly Shares Data with Brands, Third-Party Location Data Boosts Brands
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Duopoly Shares More Data with Brands, But There Are Snags… The Next Big Threat to Consumer Brands (Yes, Amazon’s Behind It)… Walmart Reimagines In-Store Shopping Experience with Mobile Update…
Commentary
Brownstoner: The End of the Open Thread
One of the biggest challenges facing any hyperlocal publisher is the development, maintenance, and growth of audience. If you are starting from scratch, one of your first challenges is to find that core audience — the rabid readers that will check back 10 or more times a day to see what you’ve got for them next. But as a site develops, and its audience becomes more established, the questions change.
Delivering Local Deals: It’s All About the Data
It’s become clear that the two hottest areas of digital media — deals and mobile — are colliding. Mobile payments (i.e. Google Wallet) are meanwhile closing the loop on decades-old deal redemption and tracking challenges. This has led to another important variable: Data. More specifically, mobile payment technologies open the door for more comprehensive consumer purchase data, which can fold back into the equation for more targeted deal delivery…
How to Use Flipboard to Create a Killer DIY Hyperlocal Publication in 5 Minutes
For anyone who owns an iPad, it’s no surprise that Flipboard is a breakthrough. The one-year-old application allows you to instantly turn any news site, social feed, or photo stream into a slick, tablet-optimized, ad-free magazine — a pretty neat parlor trick. Apple selected it as their app of the year and Time listed it as one of their top 50 innovations of 2010…
Latest Posts
Why Fixing Local Marketing Means Making Tech Disappear
Today, the local web — the network of technologies that help business and consumer interact locally — is far too opaque. Amid the rush to innovate and revolutionize the way we buy or sell goods locally, the industry has amassed a muddled soup of software that’s marked more by it’s complexity than its capability. If the last decade was about building the technologies that bring our local experiences online, the next ten years will focus on making those technologies go away…
LBMA Podcast: NeoPost Acquires DMTI, ByteLight’s Series A
On the show: Superpedestrian works to commercialize the Copenhagen Wheel; Square is up against the patent wall; privacy’s voice gets stronger with the Future of Privacy Forum and Chuck Schumer; iZettle let’s you pay the homeless with your credit card; and location-based CPR assistance arrives…
Street Fight Daily: Groupon’s Big Redesign, Local Ad Tech Moves Outdoors
A roundup of today’s big stories in hyperlocal content, commerce, and technology… Groupon Builds New Website, Eyeing Marketplace Growth (USAToday)… Vistar And Verve Link DOOH, Mobile Screens, Create Location-Based Programmatic Platform (MediaPost)… Square Market Is Attracting Sellers That Have Never Taken A Reader Payment (GigaOm)…
Hyperlocals and Scale: How a ‘No-No’ Can Be Turned Into a Win-Win
“Local doesn’t scale” is the mantra of many independent community news sites. Based on the recent wrenching experiences of some major corporate hyperlocal networks, that may be the case on some level. But what about the view from other end of the telescope — of advertisers everywhere seeking to target consumers down to the neighborhood level?
How Hyperlocal Publishers Can Strengthen Relationships With Advertisers
One of the key takeaways from the Street Fight Summit in New York was that the future of local lies in partnerships. Forging relationships with local businesses is absolutely necessary for any hyperlocal publisher hoping for long-term success. The question that remains is how, exactly, publishers should go about strengthening the relationships they’ve built with small business advertisers and other organizations in their communities…
Do Small Businesses Really Need a Website?
The website is the richest online repository of compelling information about a business, but it probably isn’t its primary means of attracting customers. Rather, customers who find you via Google Maps or Facebook may need to refer to your website in the event a third party search doesn’t provide enough information to make a buying decision. The website serves as a last stage effort to win business that hasn’t already been secured via local search…
Case Study: Udi’s Pushes Targeted Messages Using Hyperlocal App
Getting customers to participate in Udi’s Food’s paper-based loyalty program was never a challenge for Angie Hoagland, director of brand development for the Colorado-based company. But as the years went by, it was the lack of data that Hoagland was able to collect from the punch card program that led her to start looking for mobile alternatives…
Street Fight Daily: NextDoor Raises $60 Million, First Data Acquires Perka
A roundup of today’s big stories in hyperlocal content, commerce, and technology… Nextdoor Raises $60 million In Funding To Bring Neighbors Together (GigaOm)… First Data Acquires Cardless Customer Loyalty Startup Perka (AllThingsD)… Yelp Loss Widens, With Costs Eclipsing Revenue (Wall Street Journal)…
Here’s What Twitter Needs To Do To Win Over Local Businesses
As Twitter hits the road to sell its stock to the public, the company’s monetization plans will take center stage. For Twitter’s stock to perform, the company will have to focus on growing its active user base, monetize its international users, grow mobile offerings and make money off initiatives like #music and Vine. But it will also have to crack one of the great white whales of consumer tech: the local market…
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