News and Analysis
Street Fight Daily: Google Appeases Antitrust Regulators on Shopping, Brands Turn to Influencers
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Offers to Treat Shopping Rivals Equally Via Auction… Why More Brands Are Adding Young Influencers to Their Creative and Marketing Teams… The Luxe Lab at Neiman Marcus Signals a Shift in Focus for Department Stores…
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Survey: 91% of Brands to Maintain or Increase Local Spend in 2013
The study also found that while SEO and social media marketing dominated in 2012, more and more brands are looking to invest in new tactics in 2013. While mobile leads the way in terms of new types of marketing, over a third of brands surveyed said they wanted to use online customer reviews (31%) and local blogs (31.5%) in the coming year…
SeeClickFix Partners With HuffPo, Takes On Sandy
In the lead up to the storm, the New Haven-based company hooked up with the Huffington Post and NBC Washington to embed its interactive widget, which is already used by the Journal Register Company as well as smaller hyperlocal sites, into the sites’ storm-tracking coverage. Street Fight caught up with Ben Berkowitz, the co-founder and CEO of SeeClickFix, to talk about why “the crowd” is critical during major events…
Guess Who Has a Hyperlocal Foothold in 156 Locations?
So what exactly is the CBS Local product for consumers, merchants and advertisers? “We are local media business that is focused on four areas: News, Sports, Music and Lifestyle content,” said CBS Local Digital Media president Ezra Kucharz in an email interview. “We reach consumers online, mobile and over-the-air. Merchants and advertisers work with us to reach consumers whether on a national or local level.”
Report Identifies ‘Avid Local Search Users,’ 50% of All Searches
Twenty-four percent of consumers who conduct “local” searches are highly tech-savvy early adopters who own multiple mobile devices, use mobile shopping apps, purchase daily deals and post reviews of businesses more than the average population, according to a new white paper. The report also notes that this group accounts for 50% of all local searches.
Marketers Adopting New Metrics Like ‘Footfall’ and ‘Deals Redeemed’
Not only has the world of mobile deals exploded, from Foursquare to Groupon, Dealfind and more. There has also been a shift in metrics for determining success. In the old days we would look at mobile ads and measure their effectiveness in terms of CPMs, click-throughs and such. But with the advent of location-based services, that’s simply not enough. Many businesses are turning to new metrics such as increases in footfall; deals redeemed; and the number of friends you share deals with. I refer to this as social magnification.
Street Fight Daily: Apple Exec Exits Over Maps, Village Voice Sues Yelp
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… An Apple Exit Over Maps (Wall Street Journal)… Village Voice Sues Yelp for Using “Best of” (PaidContent)… Could Sandy be Instagram’s Big Citizen Journalism Moment? (Pando Daily)…
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