News and Analysis
Street Fight Daily: Local Online Pubs Shirk Display, SMBs Key to Growth of Digital Ad Platforms
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Local Digital News Publishers Are Ignoring Display Revenue… IAB: Big Digital Ad Platforms Must Mine SMB Market to Keep Growing… Hearst Scored Record Profits for 7th Consecutive Year by Investing in Data…
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Case Study: Bakery Uses Mobile POS for Real-Time Business Analytics
When Tara Koenig first began researching mobile point-of-sale systems for her Virginia cupcake bakery back in 2011, her interest wasn’t driven by the lack of upfront costs or tablet integrations. It was driven by necessity. The location Koenig had chosen for her new bakery was a 500-square-foot garage with no telephone lines (a feature that’s typically necessary when installing a hardware-based POS system)…
Street Fight Daily: Yahoo Acquires Hyperlocal Ad-Tech, LivingSocial Cuts Worse Than Expected
A roundup of today’s big stories in hyperlocal content, commerce, and technology… Yahoo Buys Mobile Ad Tech, Now What About Reach? (MarketingLand)… Why the LivingSocial ‘Adventures’ Cuts Are more Than Expected (Washington Business Journal)… Companies To Develop Privacy Standards For Tracking Brick-And-Mortar Shoppers (MediaPost)…
Study: Facebook Sees Growth as Local Search Source
A new study by Yext finds that consumers have started to come to Facebook to find local information. The study found that a little over 12% of respondents used Facebook to find local information, nearly twice the number for specialized-sites and a few points shy of the Yellow Pages/Local directories…
How Local Search Looks to the Rest of Us
It seems like many recent conversations, webinars, articles, and studies have pointed to the same conclusion: local search as an industry is insufficiently aware of how its products are actually used by consumers and small businesses. Many of the solutions put forward by consumer-facing local publishers and by business-facing services overestimate our appetite for new products and the amount of time and energy we want to spend using online tools…
Local Media’s Data-Driven Future
New value creation is the purpose of media companies today, whether small or big. I genuinely feel sorry for those who believe there is a future in practicing content creation alone. Last week, I called for a strategic makeover. We need a new strategic plan that positions us as more than “just” a media company and behind which our employees can throw their energy. So here are ten things that I view as tactically supporting such a strategy…
Why Are These 5 Apps Tracking Your Location?
Data privacy has become a particularly prickly issue in the mobile marketing space. As brands shift more and more of their marketing budgets to mobile initiatives, many want to emulate the behavioral targeting of a data-rich desktop environment on the cookie-less mobile medium. A number of mobile apps have started collecting user location information despite the fact that it’s not particularly relevant to their function. Here are a few that might surprise you…
6 ‘Microfencing’ Tools for Retailers
Dozens of popular geofencing platforms help retailers generate foot traffic — but what happens after these potential customers cross a store’s threshold is anyone’s guess. In an effort to drive traffic to specific points inside their stores — like special displays, brand kiosks, or promoted products — retailers and brand manufacturers are beginning to utilize “microfencing” solutions from indoor navigation vendors. Here are six tools that retailers and brands can use for in-store “microfencing.”
Street Fight Daily: Gowalla Founder Leaving Facebook
A roundup of today’s big stories in hyperlocal content, commerce, and technology… Gowalla Co-Founder Josh Williams to Depart Facebook (AllThingsD)… The False Hope of Hyperlocal (Digiday)… Does In-Store Location Tracking Cross The “Creepy Line”? (MarketingLand)…
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