News and Analysis
Drawbridge Partners with mParticle to Help Brands Deliver Personalized Experiences
“Brands don’t want to engage with devices, they want to engage with consumers,” wrote Brian Ferrario, VP of Marketing at Drawbridge. “Devices don’t buy stuff, grow affinity with brands, or help amplify brand messages. People do.”
With 66 Franchises, TAPinto Is Ready to Expand Up and Down Coast
TAPinto has grown into a network of 71 hyperlocal news sites, 66 of them operated by independent franchisees and five owned by CEO Mike Shapiro. Most of the sites are in North and Central New Jersey and five are in New York City suburbs in the Westchester area north of the city.
Street Fight Daily: Amazon Begins Whole Foods Deliveries, SEO Metrics To Bear in Mind
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon Begins Offering Whole Foods Deliveries via Prime… SEO Metrics You Should Be Tracking But Probably Aren’t… A Crazy Idea for Funding Local News: Charge People for It…
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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…
5 Tools Businesses Can Use for Predictive Analytics
Consumers are creatures of habit, and the behaviors they demonstrate today will oftentimes indicate the actions they’ll take tomorrow. A number of hyperlocal vendors are helping businesses create customer profiles based on in-store activities, purchase histories, and demographics. Now, predictive analytics tools are finally putting these customer profiles to use…
Keeping Customers Coming Back Through the Power of Data
Gone are the days where the only record of a visit to a local business was a credit card transaction, loyalty punch, or cash receipt. Now our activities become user profiles that help real-world businesses to track us — as much to retain their customers as to make that customer experience better suited to the individual and less frustrating…
7 Key Lessons From AOL’s Struggles With Patch
Why did a well-heeled usurper to newspapers find itself imploding last week? Ultimately, Patch could still reinvent itself — but if it does not there are plenty of lessons to be learned and applied to all of us working to produce the next model of local journalism. Here are seven…
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem