News and Analysis
How to Visualize Cause and Effect in Local Brand Marketing
Mark Stouse, CEO and co-founder of Proof Analytics, says there are ways for chief marketing officers to gird themselves in case of market downturns by using data to support their value to the businesses they serve. This is especially critical, he says given the growing control over tech spending that CMOs now command.
Street Fight Daily: Location to Power Local Google Search, Square Turns to Large Businesses
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google to Use Location Data as Primary Factor for Local Search Results… Square Announces the Register, a $999 POS Device for Larger Businesses… Why Selling Higher-End Brands Gives Walmart a Fighting Chance Against Amazon…
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Alt-Weeklies Struggling — Can They Leverage SMB Relationships to Connect Online?
While alt-weeklies really used to own the market for irreverent commentary and events listings in cities around the country, the introduction of online competition over the past decade has really degraded their snarky monopolies. Tiffany Shackelford, executive director at the Association of Alternative Newsmedia (AAN), spoke to Street Fight recently about how alt-weeklies need to evolve their strategic thinking…
Study: Brands’ Spend in Mobile-Local Media to Eclipse Online in 2017
National advertisers will spend more local dollars on mobile than online media in 2017, according to a new study by BIA/Kelsey. The report projects that national spend on local-mobile media will increase six-fold over the next five years, jumping from $1 billion in 2012 to $6.4 billion five years later…
Street Fight Daily: Directories File for Bankruptcy, Foursquare Searches for Funding
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… Directory Firms Dex One, SuperMedia File for Bankruptcy (Reuters)… Foursquare Aims At A Moving Target As It Tries To Close Another Round Of Funding (TechCrunch)… Flashlight Apps, Location and Why Consumers Still Don’t Understand Privacy (The Next Web)…
How Media Buyers Buy Hyperlocal
In a Street Fight webinar sponsored by YP Thursday, Mitch
Bernstein, the director of client strategy at Neo@Ogilvy, and YP’s
Onil Gunawardana discussed the value of hyperlocal from a media
buyer’s perspective, highlighting its ability drive conversions in
a still-nascent mobile space and provide marketers with deeper
insights into their consumer’s path to purchase…
Openings & New Hires at Angie’s List, Topix, Google, Signpost and more…
One hyperlocal publisher expands (Topix) while another contracts (The Daily Voice). Angie’s List moves on from its CFO, JiWire hires a former Yahoo exec, and the head of The Local Search Association decamps (after 25 years) to head up The Association of Directory Publishers. Plus, gigs at PayPal, comScore, AOL, LinkedIn, Newsle, Amazon and more…
Street Fight Announces Second Annual West Coast Summit
Following up on a January event that gathered over 400 hyperlocal industry professionals in New York City, Street Fight is pleased to announce that we will be bringing our trademark conference to the West Coast again on June 4th, 2013. Street Fight Summit West 2013 will be held once again at the Bently Reserve in downtown San Francisco…
Village Soup Shows ‘Native’ Ads Can Work on Local News Sites
With the recent push toward “native” advertising, we’ve learned (if we hadn’t known already) that ads can be “news.” In terms of local information value, ads-as-news may never trump the apartment-house fire that leaves several families homeless — but it has become clear that there’s room for both, especially in the local digital space…
Case Study: Steakhouse Takes a More-Is-More Approach to Marketing
At Franklin Steakhouse, manager Frank Oliver is always on the lookout for ways to enmesh his restaurant with the local community. In addition to tried-and-true tactics like partnering with neighboring businesses and hosting fundraisers, Oliver is taking a hyperlocal approach to digital marketing through platforms like Facebook and Yelp…
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The Road Ahead: What Autonomous Cars Teach Us About Marketing Automation