News and Analysis
How Brands Are Using Hyperlocal Marketing to Reach Millennial Shoppers
Members of the millennial generation—generally defined as those born between 1982 and 2004—are more comfortable receiving targeted digital ads than consumers in other generations, and they’re warming to technologies like NFC and mobile payments. Here’s how five brands have targeted millennials with location-based strategies, along with insights into what made their tactics so successful.
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Mobile Coupons Gain Traction, But QR Codes Are Fading
The future of mobile coupons is nearly here and it looks bright, according to a recent study conducted by RadiumOne, which found that nearly half of women ages 35 to 54 would like to receive mobile coupons via SMS. Meanwhile, other methods of coupon delivery are rising in popularity as well…
Street Fight Daily: NextDoor Funding, Yahoo Looks to Local Discovery
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… Neighborhood Network Nextdoor Raises $21.6 Million (Reuters)… With New Alike Mobile App Acquisition, Yahoo Pushes Into Local Discovery (AllThingsD)… Verve Mobile Raises $14M, Invests In Location-Based Tech (Media Post)…
What Do Google’s Enhanced Campaigns Mean for SMBs?
To wildly mixed reactions, Google last week announced a major redesign to its pervasive AdWords SEM platform. Known as Enhanced Campaigns, the redesign will force advertisers to run a single, converged — though conditionally governed — campaign across desktop, mobile, and tablet devices…
5 Business Intelligence Platforms for Hyperlocals
One of the fastest ways for hyperlocal marketers and sales teams to improve their success rates when pitching to SMBs is by identifying businesses most likely to be receptive to their offerings. A number of recently introduced business intelligence platforms can make that process a little bit easier and help marketers leverage online data to pinpoint businesses that are new and thriving…
Street Fight Daily: Groupon Acquires MashLogic, EveryBlock Could Be Sold
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… Groupon Acqui-Hires MashLogic, Will Shutter Britely Plugin This weekend (PandoDaily)… EveryBlock Could Still Be Sold, Says Schiller, After Abrupt Closing of Hyperlocal Pioneer (Poynter)… After Acquiring 15 Groupon Clones, CrowdSavings Finds a Buyer for Itself (AllThingsD)…
Tagwhat Expands to Aggregate Offers by Location
Tagwhat, the maker of an app that focuses on location-based content (from articles to video and audio about a given place), recently announced its entry into the business end of location services with new features that help users find offers from nearby merchants. The service now will pull time- and place-sensitive deals directly from Facebook (and other social networks), displaying them next to to the place-related content already provided users…
How to Scale Local and Stay Entrepreneurial
The Alternative Press, which quickly grew to 15 sites in suburban New Jersey (three wholly owned and the rest licensees), is now hoping to replicate that success by growing into a network of 100-plus sites. That’s almost twice as big as the footprint of corporate pure play Daily Voice and in the same league as networks operated by the Chicago Tribune (TribLocal) and Denver Post (YourHub)…
After Boom and Bust, How Will the Discount Economy Evolve?
The discount industry experienced 2012 as a major turning point. In the past 12 months, the deal provider landscape shook out even more, with the consolidation of many deals sites and the decline of some industry giants. Given the changed landscape, here are a few predictions about where the local offer and voucher space is heading…
Street Fight Daily: Stoppelman Makes a Buck, Local’s Top Ten
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… Yelp CEO Takes $1 Salary (CNET)… The World’s Top 10 Most Innovative Companies in Local (TechCrunch)… Why Daily Deals Aren’t All Bad (No, Really) (PandoDaily)…
Patch Misses 2012 Revenue Target
AOL’s network of hyperlocal sites missed the $40 million to $50 million revenue target that the company had set for last year, a miss that CEO Tim Armstrong attributed to disruption from superstorm Sandy in the fourth quarter during a Friday earnings call. The company remains committed to achieving run-rate profitability for Patch by the end of this year…
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