News and Analysis
After Some Challenging Pivots, Moz Digs Deeper for Growth
After several years of fast growth pushing into a variety of different marketing products , the firm announced last August that it was laying off 28 percent of its workforce in order to refocus on its core competencies. We caught up with CEO Sarah Bird recently to talk about the changes and where she sees the digital marketing industry headed.
inMarket Expands Audiences Segmenting Product in Bid to Fix Programmatic Location Accuracy
In-store advertising vendor inMarket is expanding its offerings to agency trading desks this morning, with the announcement that it’s opening up its Audiences segmenting product as a self-service solution. Beginning today, agency bid desks will be able to use inMarket’s reservoir of first-party location data to enable hyperlocal targeting.
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LBS Marketing Spotlight: Restaurants
Restaurants that want to stay ahead of the curve need to utilize their mobile apps as a source for offering programs for loyal diners. According to the National Restaurant Association’s Restaurant Industry Forecast, 57% of adult consumers are more likely to choose restaurants that offer a loyalty rewards program. Meanwhile, 40% are using smartphones to look at menus and order take-out…
Street Fight Daily: Mobile Companies Ally, Should Yahoo Buy Foursquare?
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… Nokia, Samsung, Sony Mobile and Others Form In-Location Alliance, Seek to Boost Indoor Positioning Technologies (TheNextWeb)… Will Foursquare Be Marissa Mayer’s First Big Acquisition At Yahoo? (Marketing Land)… Groupon’s New Operations Czar Grasps Shaky Helm (Chicago Tribune)…
As Social Media Hype Wanes, Appeal of Hyperlocal Remains
While social media is here to stay, the market shares a lot more with the online advertising segment than, say, the SaaS subscription business. Social media is only as sticky as its user base and only as attractive as it is fresh. I am sure that there are real benefits to tapping a social graph for sales. But I am becoming more sure that those benefits are incremental and evolutionary, rather than a step change…
The Outsourcing of Hyperlocal Journalism Is Inevitable
My conviction in the power of collaborative “glocal” journalism has not been swayed by the Journatic debacle. Properly managed, outsourcing some newsroom functions can be incredibly cost-effective and can contribute to the quality of a publication’s editorial content. Badly executed, outsourcing can become a plague that infects a publication’s journalistic integrity.
Transaction Overview: CityGrid Acquires Felix
Yext launched Felix in 2009 as a pay-per-call local advertising service. What makes Felix unique is its patent-pending engine that uses speech recognition technology to listen to all the calls received by a local business. It then transcribes and analyzes the calls, separating those received from consumers from those received from wrong numbers, telemarketers and job seekers…
Street Fight Daily: PayPal Partners with Discover, Gannett Gets Social
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… PayPal Trumps Square’s Deal With Starbucks by Partnering With Discover (All Things D)… Gannett Has Bought Social Media Ad Company BLiNQ (TechCrunch)… Groupon’s Risk of Traveling Salesmen (Wall Street Journal)…
Facebook and the Latent Local Layer
If Facebook were to really turn its attention to local, it could do some amazing things. Imagine if all of our posts and check-ins related to local restaurants were correlated together in a meaningful way. There’s little doubt Facebook could recommend the new place down the street based on your preferences and those of others similar to you, with a high likelihood of successfully predicting what you will like…
With Felix Buy, CityGrid Focuses on Closed-Loop Transactions
“As a standalone brand under CityGrid, Felix will be able to expand its advertiser base and develop new products that help local businesses find new customers across the web and mobile devices,” said Jason Finger, CityGrid’s CEO. “Now that Felix is part of IAC, it also has the ability to more effectively syndicate its current customers across the CityGrid network.”
How Can Hyperlocal Companies Crack the Local Sales Code?
Plum District, the daily deals site for moms, is just the latest to find that building a national sales force to woo small business marketing dollars is no easy task. In fact, the difficulty remains a barrier to profitability for all kinds of SMB-focused businesses — from Angie’s List to Groupon to Patch…
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