Commentary
Hyperlocal Post-Mortem: Lessons Learned From InJersey
When we made the decision this week to shutter InJersey.com — a network of hyperlocal sites across the garden state that I helped build, nurture, and raise like a child -—my biggest fear was that the effort would be branded a failure. In the age of Twitter, I was braced for the #epicfail hashtag. It came instead via Slate, in the form of a Jack Shafer missive…
Surveys All Say: Hyperlocal’s Taking Over Ad Spending. Duh.
A new survey released this week by the hyperlocal network Topix says what is increasingly clear in every new data that emerges: ad dollars are shifting to local, and of that, most are going online. The Topix survey of ad agencies found 90% said they are buying more local ads (“geographically-targeted”) than they ever have.
Google Offers: Not a ‘Groupon Killer’ (But Still Pretty Killer)
It’s been widely reported over the past few weeks that Google has launched a deals platform known as Offers. But most of this coverage has missed the point — falling into the tired but pervasive trope of “[insertnamehere] Killer” claims (in this case, Groupon). Offers will be similar to Groupon in some ways, but its economics and mobile integration are quite different. Comparisons aside, the real story is how Offers plugs into Google’s massive distribution network of search, Gmail, mobile and about 26 other products.
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Street Fight Daily: Uber’s Regulator Fight Continues, Google’s New Take On Self-Service
A roundup of today’s big stories in hyperlocal content, commerce, and technology… Why Is Uber Fighting a Regulatory Battle That It Already Won? (AllThingsD)… Google Updates Its Self-Service Offers Tool (TheNextWeb)… Square’s Credit Card Payments Are Great, But Here’s What The Company Actually Does Best (Business Insider)…
For Groupon, Resurgence Is In The Numbers
Even as investors interest in daily deals company has waned, the game is not over for Groupon, and others in the deals space. After a calamitous 2012 , the company has bounced backed in 2013 thanks, in part, to a rise in the number of merchants offering longer-running, recurring campaigns instead of one-off deals, according to Jim Moran, co-founder at Yipit, who gave the afternoon keynote at Street Fight Summit in New York on Thursday…
In Race to Go Local, Brands Push Ahead Cautiously
There’s been a quiet emigration in the local technology world away from the mom-and-pop market, with startups and existing players alike moving upstream to bigger brands with more. During a panel at Street Fight Summit in New York Thursday, executives from Groupon, YP, and the well-funded upstart Brand Networks sat down with AdAge’s Michael Learmonth to talk about the growing interest in local among brands, and the limitations that are holding them back…
Who’s The Future Of Local Search? The Consumer.
As more and more consumers look to buy, as well as find and discover local businesses, online, the industry has evolved. During a panel at Street Fight Summit in New York Thursday, panelists from Yelp, Bing, and Yext gathered to discuss the evolving role of commerce in the local search industries, and strategies for the industry to adapt…
What Brands Are Doing Wrong On Mobile
As consumers spend more time using mobile devices than browsing the web and even watching television, a mobile strategy isn’t an opportunity; it’s a matter of survival, says Urban Airship chief marketing officer Brent Hieggelke. During a keynote at Street Fight Summit in New York Thursday, Hieggelke argued that brands need to change the way they approach mobile, shifting from looking at the platform as yet another marketing channel to treating it as a central tool in creating a better consumer experience…
Street Fight Daily: Showrooming’s False Threat, Groupon ‘Designed’ For Mobile
A roundup of today’s big stories in hyperlocal content, commerce, and technology… Showrooming Is Not A Threat To Retailers’ Revenue (eConsultancy)… Groupon CEO: Our Deals Are ‘Designed For Mobile’ (CNBC)… OpenTable Is Hoping For A Second Helping (PandoDaily)…
Why Attribution Is the ‘New Black’ in Local Marketing
Advertising performance measurement has never been a simple process, but cross-platform consumer media usage, mobile, and advanced targeting technologies have made the process of linking ad engagement to a consumer purchase action even more challenging. The next generation of proper attribution has become essential for the ad tech industry and marketers looking to make ROI-driven advertising decisions…
Why It’s So Hard to Create Marketplaces for Local Commerce
Recognizing the success of Uber, startups and incumbents alike rushed to replicate the company’s model in other verticals, developing new products to help business and consumers buy and sell local services like car repair, house cleaning, and haircuts. MyTime, the 9-month old project launched by RedBeacon founder Ethan Anderson, is one of these and is staying the course. When I spoke with Anderson last week, he outlined a few key strategic decisions and clever hacks, which have helped the company get some early traction for its marketplace..
Case Study: Cosi Drives In-Store Visits With Mobile Campaign
Traditional media buys can generate brand awareness, but when it comes to driving foot traffic, it’s all about mobile. “The most important thing for us is to drive traffic to either increase visits from current customers or to bring new customers in,” says Marc Lapides, director of marketing at Cosi, the fast-casual restaurant chain with more than 100 locations in 16 states and the District of Columbia. “We really wanted to find a way to use mobile technologies to drive people into the store.”
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