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.
Latest Posts
Behind Constant Contact’s $100 Million Bet
SinglePlatform, a two-year-old startup in the listings business, was close to closing a $15 million funding round when it was snapped up by email marketer Constant Contact last month in a $100 million deal. Recently, SinglePlatform founder Wiley Cerilli and Constant Contact CEO Gail Goodman spoke with Street Fight’s Steven Jacobs about how their respective companies met at an intersection of services for SMBs. Read more on the motivations behind the deal.
More ‘Serious Disruption’ in Store for the Local News Industry
Local and hyperlocal journalism, like the entire news industry, is being pushed toward big change — to leave its editor-centric culture and connect more deeply with the community in the news-gathering process. Peggy Holman, co-founder of Journalism That Matters, is one of the on-the-ground agents of change…
Street Fight Daily: Groupon’s Free-Fall Continues, Svpply to Local
A roundup of today’s big stories in hyperlocal content, commerce, and technology.… Free-Falling Groupon Has Its Problems but Bankrupacy Talk Is Bunk (All Things D)… Svpply’s Store Explorer Lets You Window Shop From Your Phone (Fast Company)… Location, Personalization Key Factors in Mobile Advertising Triumph (Mobile Marketer)
Twitter Loses Significant Local Audience in Cutting Off LinkedIn
In the purely hyperlocal sense of the word, LinkedIn is not like a Patch.com or a Foursquare. But, like Facebook, it is one of the primary filters though which people view social graph data. And social graph data, by definition, is local to some degree. Twitter’s decision to exclude the network from its API risks giving up on sizable growth opportunities…
Case Study: Target Encourages Guest Loyalty With Shopkick Partnership
When Target took its partnership with Shopkick nationwide and rolled out the app at its 1,764 stores in May 2012, it became the largest retailer to partner with the mobile loyalty platform to date. While the partnership is still in its infancy, Target communications manager Molly Snyder says store managers are already reporting tremendous feedback and enthusiasm…
Digital First’s Buttry: Turning Community Engagement Into Profit
“The engagement is part of building the brand, and the better brand you have, the easier the sale is for your sales staff,” says Buttry. “And the better brand you have, the more you’re going to feed in traffic. The more you become a place to find everything in the community, you’re going to generate more traffic, which generates more revenue.”
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