News and Analysis
Big Political Ad Spend Set for Local in 2018, but Will News Sites Be Ready?
Political ad spending totaling $1.9 billion will pour into the digital space, most of it on the local level, Borrell Associates estimates in its 2018 forecast. But daily newspapers and local news “pure-plays” will have to fight hard for their share against Facebook, Google and the other digital platforms.
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Street Fight Daily: Startups Put Feet On The Street, The End of Local Advertising
A roundup of today’s big stories in hyperlocal content, commerce, and technology… Digital Start-Ups Face Unexpected Gauntlet of Door-to-Door Sales (Medium)… Why Advertising Dollars Are Shifting to Online Promotions (Second Street Lab)… Urban Airship’s Wallet Studio Helps Firms Create and Manage Apple Passbook and Google Wallet Cards(TheNextWeb)…
Gannett’s Acquisition of Belo’s TV Stations Puts Focus on Hyperlocal Push
Gannett brags that its acquisition of Belo’s TV stations creates a broadcast “super group.” But perhaps the biggest implication about the merger is not its “super”-ness, but what it will mean in the hyperlocal digital space where both companies, especially Gannett, are trying to build a post-broadcast future…
Case Study: How a National Restaurant Group Uses Hyperlocal Platforms
As the national sales and marketing director for East Coast Saloons, a management company that operates bars and restaurants nationwide including McFadden’s, Calico Jack’s, and Johnny Utah’s in New York City, Gina Groh fields cold calls from hyperlocal startups on a daily basis. When deciding whether a particular platform will be a good fit, Groh is primarily concerned with the return on investment and the time involved in setting up the system…
Authenticity: The Force Behind the Local Snowball Effect
One of the new values that the Web demands is authenticity. For news, it means a commitment to truthfulness by bringing readers or viewers as close as possible to the source of information. In business, it also means being truthful in our behavior, attributions and even our intentions. It’s an underappreciated and underutilized value, and it strikes at the very heart of marketing — especially at the hyperlocal level…
Street Fight Daily: Facebook Reaches 1M Advertisers, Waze Deal May Invite Scrunity
A roundup of today’s big stories in hyperlocal content, commerce, and technology… Facebook Reaches 1 Million Active Advertisers As Small Businesses Adopt (Reuters)… Google’s Effort to Skirt Regulation May Invite More Scrutiny (New York Times)… Groupon Pivots Amid Management Upheaval, Lagging Stock Price (AdAge)…
ReachLocal CEO: Commerce Solutions Becoming Alternatives to Local Search
Whereas most companies have built either a consumer-brand or a back-end for merchants, the company has spun out a SaaS tool, ReachCommerce, from its branded ClubLocal platform. Street Fight recently caught up with Zorik Gordon, ReachLocal’s chief executive, to talk about the origins of the new project, the challenges with bring local services online, and the impact a shift from advertising to commerce might have on local search companies like Yelp…
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The Road Ahead: What Autonomous Cars Teach Us About Marketing Automation