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…
On the Various Challenges Facing European Publishers (and Some Solutions)
“As audiences age out, the number of print subscribers will plummet, and as older small business owners retire, old ways of doing business … retire with them as well,” David Mihm writes to Mike Blumenthal. “Legacy media companies that don’t evolve rapidly are going to be left with no audience and no customers.”
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6 Tools Local Publishers Can Use to Build Business Directories
Directories give publishers a way to target local advertisers with a low-cost, self-serve alternative to traditional banners and display ads. Just as important, they provide instant value to readers interested in learning more about the merchants in their hometowns…
Street Fight Daily: Why Hyperlocals Flop, Everyblock Launches Ads
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… The Neighborhood Watch: Why Do Community News Sites, Once Hailed as the Future of Journalism, so Often Flop? (AdWeek)… EveryBlock Launches Native Ads (Everyblock Blog)… Far Fewer People Are Using Facebook Offers Than Facebook’s News Feed Says (Business Insider)…
Location + Mobile + Ads: Verve CEO Says People Are Set to Get It
“I think 2013 is the year that people will begin understand that mobile advertising will soon be the premium channel for all digital advertising,” says Verve Mobile’s chief, Tom MacIsaac. “If you want to reach users when they are out and about, interacting with the real world, closer to the buying decision than ever before, mobile will be the preferred channel. Mobile will begin to do to online advertising what online did to print.”
Using Geotargeting to Follow the Consumer from Desktop to Aisle
The choice of a location-based solution should depend on what message marketers want to convey to whom and when, along with how much consumer contact and engagement they want. As consumers continue to demand the ability to shop on their own terms and the local shopping experience becomes even more entrenched in the buying psyche, retailers will need a three-pronged digital strategy with a strong geotargeting component to be competitive…
Street Fight Daily: Ford Adds Glympse, TribLocal Head Exits
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… Ford Adds Support For Glympse, Lets Friends Know When You’ll Arrive (Mashable)… Chicago Tribune Exec Leaving Company (Chicago Tribune)… Their Apps Track You. Will Congress Track Them? (The New York Times)…
The Localization of the Enterprise
Organizations are decentralizing and adapting to consumer hardware cycles by storing data in the cloud and utilizing software services without deployments. Tech capability dictated by employees is a seismic shift that will forever change the world of technology. We’re going to see a similar shift in marketing: the localization of the enterprise…
Openings & New Hires at PlaceIQ, Apple, Twitter, Hibu, and More…
As the new year opens, employers are already making moves, scooping up hot talent, and posting job openings. Find out about PlaceIQ’s expansion, a promotion at Google, where Yahoo execs go when they leave, and some interesting openings at Google, plus lots of gigs for job-seeking business development and product management professionals….
PODCAST: This Week in Location-Based Marketing — LBS in 2013
In this week’s episode, hosts Rob Woodbridge and Asif Khan look back at the most impactful stories on 2012, make six predictions for 2013, and pick a few companies to watch in the coming year…
Street Fight Daily: FTC Clears Google, Square Sold at Starbucks
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… Yelp Calls FTC Deal with Google a ‘Missed Opportunity’ (CNet)… Now on Sale at Starbucks: Square’s Credit Card Reader (The New York Times)… You’re Not Alone: Hyper-Local People-Finding (ClickZ)…
‘Indie’ Publishers Are Ready to Start Roaring
The Local Independent Online News Publishers association is still in the cub stage, but it’s getting ready to roar. There’s a 11-member board of directors, a sense of mission that’s powered by what looks like a strong start in networking, and not least funding from the Patterson Foundation that will encourage LION’s growth by subsidizing membership dues…
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem