News and Analysis
How Major Brands Are ‘Gamifying’ the Consumer Buying Experience
Although gamification itself is not a new marketing strategy, advancements in mobile apps and location technologies are providing brands with new opportunities to engage customers using these time-tested techniques. Here’s how six major brands are using gamification to change the consumer experience and promote loyalty.
Street Fight Daily: GoDaddy Acquires Main Street Hub, New York Times Leads Way on Loyalty
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… GoDaddy Is Acquiring Main Street Hub, Social Marketing Platform for SMBs… How the New York Times Uses Interactive Tools to Build Loyalty and Subscriptions… Here’s Why the Epidemic of Malicious Ads Grew So Much Worse Last Year…
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LBMA Podcast: WillCall, SpotSetter, and Wistia Co-Founder Chris Savage
In this week’s episode: WillCall looks to be the Square for concerts. Spotsetter launches (and we wonder why). Pizza Hut goes responsive with Amaze. Tradus brings location to online product search. Geolog helps conserve battery power through smart GPS use. Bytelight launches their Light Field Communications Reader. iOS 7 will track your every move. Wistia co-founder Chris Savage on location and video…
Street Fight Daily: Patch Layoffs Coming, ‘Pay-Per-Gaze’ Advertising
Patch Layoffs Coming Today (AllThingsD)… Journatic Made ‘Very Poor Decisions’ About Content, Say Aggrego Founders (Poynter)… Is Millennial Stuck in the ‘Middle Seat’ Even with JumpTap? (i2G)…
Hyperlocal Leaders Weigh In on Impact of Bezos’ Wash Post Buy
Amazon founder Jeff Bezos’ purchase of the Washington Post is sure to have ramifications all the way down to the hyperlocal level. With all the retail and media disruption, and more on the way, I asked leaders in hyperlocal news how they see Bezos’ purchase of the Post playing out in their territory…
Case Study: Supermarket Chain Increases Basket Size With Card-Linked Coupons
At Lunds & Byerly’s, a chain of 22 upscale grocery stores in the Twin Cities region, marketing manager Dan O’Rourke faced certain operational limitations that made it difficult for his company to expand into the digital arena. To overcome these challenges, O’Rourke looked into vendors that offered card-linked coupons…
Street Fight Daily: Groupon Partners With Verifone, Smartphones Take Market Share
A roundup of today’s big stories in hyperlocal content, commerce, and technology… Groupon Goes Beyond The Dongle, Links Up With Verifone, Ingenico Terminals For Breadcrumb Mobile Payments (TechCrunch)… Smartphones Outsell Feature Phones Globally for First Time (Mashable)… No, Craigslist Is Not Responsible For The Death Of Newspapers (GigaOm)…
With New Ad Product, Placed Connects Dots for In-Store Visits
Slowly but surely, technology firms are finding direct links between the ads we see on mobile devices and the places we visit in the real world. Placed has partnered with xAD to launch a new product called Placed Retention, which uses the company’s panel of participating consumers to determine whether a mobile user who was exposed to an ad appeared within a store days later…
Are We Giving Google Too Much Information?
While certain groups complain about certain content on the Web, the real danger is always found in that which is not seen, hidden in plain sight within the language that builds that which we can see. Google is the absolute master of doing business where it’s not seen, and I’ve reached the point where I think it’s time we all said “enough.”
Brands Hope to Use Mobile to ‘Conquer’ Competitors’ Locations
Mobile-local ad network xAd has released a new report that shows a substantive increase in interest from brands in so-called “geo-conquesting,” the technique of targeting messaging to users at or near a competitor’s location. During the second quarter, nearly one third of every lat-long targeted campaign run on the network included some form of geo-conquesting strategy…
Street Fight Daily: Millennial Media Buys Jumptap, Gannett Merges Agency Business
A roundup of today’s big stories in hyperlocal content, commerce, and technology… Millennial Media Snaps Up Jumptap For $193 Million (AdExchanger)… Gannett Dives Deeper Into Agency Business With ‘G/O Digital’ (AdAge)… To Square Up To Foursquare, Yelp Now Lets Users Post Reviews Directly From Its Mobile App (TechCrunch)…
Why Intuition Fails Us in Mobile Advertising
When mobile was in its infancy, it was appropriate to use intuition and past experience as a guide for how to run mobile ad campaigns. However, the time has come for us as an industry to evolve and begin to use data and empirical evidence to guide our mobile advertising. We need to test and validate our intuitions with unique mobile data to optimize campaign performance…
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Beyond Search: AI Visibility the New Growth Lever for MULO Brands