News and Analysis
Cultural Shifts Underlines Google’s Local Enterprise Play
“Google at one time talked about a suite of GMB products called the Business Builder but it got left on the cutting room floor of the forced march to Google Plus and the subsequent ugly separation,” Mike Blumenthal tells David Mihm. “It’s refreshing to see a similar strategy finally coming to fruition. I think we are seeing them being slowly tied together.”
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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Yext Expands into Rich Content With Expanded Listings
Yext has rolled out a new feature called Power Listings +, which brings rich content lists to its existing Power Listings product. Businesses can now syndicate staff bios, event calendars, and product availability information in real time across a network of search engines, mapping services, and mobile apps as part of their existing subscription.
Street Fight Daily: PayPal Expands In-Store, Hyperlocal Media Defended
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… PayPal Adds New Retailers For In-Store Payments Product; Tests Order-Ahead Pickup At Jamba Juice (TechCrunch)… Hyperlocal is Deserving of Its Hype (The Guardian)… Scoutmob Finds Surprise Success with Etsy Competitor Shoppe (PandoDaily)…
National Advertisers: Time to Get Local
“Local” is often thought to be synonymous with SMBs. In many media like television, however, huge portions of the local ad spend is from national brands buying up geographically specific advertising inventory. The same thing is happening in mobile. The projected growth in local mobile ad spending will mostly come from national advertisers that localize campaigns…
Leveraging Converged Media in Local Digital Marketing
Converged media is a term many local marketers might have heard of but may not be familiar with in terms of digital media environments. Essentially, converged media is the area of overlap between any two of three media types: paid, owned, and earned. This overlap is rich with opportunity and should be a focal point in any local digital marketing program…
Guns, Money, and a Data-Driven Hyperlocal Wire Service
A data-driven wire service would — through a cooperative model or other collaborative form of consumption — help pool the costs of complicated technology development and integration across numerous parties while yielding scalable, customizable results. Put the wired in wire service and let the database masters rule the new media universe…
Why Location Is Key to Mobile Monetization
As location becomes an ever bigger opportunity in mobile, a few questions are worth digging into further. One of those is how precise that location data is. Another important topic is the way success is measured in a local campaign aimed at driving offline actions, whether a call or an in-store visit…
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