News and Analysis
Why Location Measurement and Attribution Are Key to Brand Visibility
Attribution “is the metric that all brands and media verticals are moving to as it solves a number of gaps in the market.” says Freckle IoT’s Neil Sweeney. He believes measuring how branding strategy is working is becoming just as important as brand visibility.
Street Fight Daily: Facebook and Amazon Fuel Local Food Transactions, Netsertive Buys Mixpo
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Americans Love Ordering Pizza on Facebook and Amazon… Netsertive Acquires Seattle Ad Tech Firm Mixpo… Hard Look at Online Pays Off in Higher Quarterly Profits for Kohl’s…
How 5 Brands Use Geo-Targeting to Fuel In-Store Sales
By serving mobile ads based on users’ geographic locations, brands can avoid these types of blunders and hone in on the type of hyper-specific messaging that boosts engagement and click-through rates.
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New Tool Helps Publishers Find National Stories to Localize
A new application unveiled by the Knight News Innovation Lab at Northwestern University promises hyperlocal publishers a new, efficient means of story generation. Currently available in beta, Local Angle offers publishers and editors the platform to search for locally relevant news across the national wire…
PODCAST: This Week in Location-Based Marketing — Poynt, Adcentricity
In this week’s episode, hosts Rob Woodbridge and Asif Khan discuss Poynt’s filing for bankruptcy protection and Amazon’s UpNext buy; Nokia gets out of mobile payments while everyone else is getting into them; news from Google and IBM; and special guest, David Peres of Adcentricity…
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…
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem