News and Analysis

Street Fight Daily: Google Adds Local Event Discovery to Search, Snap’s Earnings Disappoint

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A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Search Will Now Help You Find Nearby Events… Snap’s $2.2 Billion Loss Caps Bumpy First Months as Public Company… Microsoft Releases New Custom AI Services for Businesses…

How to Influence Customers Through Online Reviews

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As major brands look to capitalize on the most effective and trustworthy ad formats, they are refining their strategies for managing online reviews. Here are six ideas that brand marketers should keep in mind as they look for new ways to influence the way consumers interact with their online reviews.

Nexstar Is Big in Local TV — And Now It’s Aiming to Grow Its Digital News Sites

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The emphasis of the local coverage on the company’s stations is often on crime and crashes — and that practice carries over to most of the digital sites. The net result is that Nexstar’s image can be distorted by commodity-level content that undercuts its strategy.

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Street Fight Daily: 02.17.12

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A roundup of today’s big stories in hyperlocal media, technology, advertising and startups...

Yelp Expects Its IPO to Price at $12 to $14 Per Share (New York Times)…

Glassmap and Highlight Take on the Next Frontier of Location Sharing: Doing It All the Time (AllThingsD)…

Mason: Groupon To Begin Offering Deal Personalization Abroad Later This Quarter (TechCrunch)…

LevelUp Expands to 4 More Cities, Doubling Footprint

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The mobile payment and loyalty app launched in four new markets today, expanding significantly a little over three months after leaving Beta. The app, a sibling of location-based social discovery app SCVNGR, is now available in Seattle, San Diego, Chicago, and Atlanta, in addition to its launch markets of Philadelphia, Boston, New York, and San Fransisco…

For Growing Hyperlocals, Investing in Better Tech May Beat Staffing Up

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Technology that exploits social media can lead to better content and more engaged users, and can open the way to new advertisers and sponsorship. It is also less expensive than hiring new reporters and editors to bolster your lineup…

Hyperlocal Media and Collaborative Consumption Services

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The “shared economy” being ushered in by startups like Airbnb, Getaround and Toolspinner is creating new marketplaces where locals can rent their homes, cars, and tools to neighbors. This new trend enables the efficient sharing of resources and goods that are used on occasion as an alternative to outright ownership…

Case Study: Golf Center’s ‘Grizzly’ Check-Ins Build Loyalty

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At TopGolf, a golf entertainment facility with locations in Virginia, Illinois, and Texas, regional marketing director Scott McMahon says he was able to boost the number of Foursquare check-ins in 2011 by creating a “Grizzly” special that tied in with the company’s “Fun Doesn’t Hibernate” marketing campaign…

Street Fight Daily: 02.16.12

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A roundup of today’s big stories in hyperlocal media, technology, advertising and startups...

Groupon: Offering Deals With No Time Limits? (TechCrunch)…

Building Location-Based Social Networks in Egypt (TheNextWeb)…

Localmind Gooses Location-Advice Service by Broadening Focus (CNET)…

New LocalResponse Products Give Brands Instant Access

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Social advertising platform LocalResponse launched a host of products today that are designed to help brands and other marketers to respond to consumer intent in real-time. The company released an analytics and action platform for marketers, PRO Dashboard, and took two advertising products out of beta, Direct Response and Intent Retargeting…

Bob Garfield Is Wrong About Hyperlocal — Here’s Why

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I’d venture online news will enjoy more significant changes in the next decade than it has in the last — and that’s saying something, considering that the last decade saw the rise of the broadband Internet and smartphone saturation. Ironically, the very same week that Garfield nailed the coffin shut on hyperlocal, we read about how NPR used localized Facebook targeting to jack traffic on some of its articles…

JiWire: 34% of In-Store Consumers Compare Prices on Mobile Devices

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“Retailers are becoming increasingly concerned with consumers using their locations as a showroom, then finding the best price on their mobile device and purchasing elsewhere,” David Stass, JiWire’s VP of Marketing, told Street Fight. Meanwhile, only 11% of JiWire’s respondents said that they had used a mobile payments platform like Google Wallet…

Shazam-ing the Super Bowl and the Marketing Value of Audio Tagging

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Location-based marketing isn’t limited to mobile — it’s about how media is integrated into our lives no matter where we are. Nearly 50% of smartphone owners use their mobile device to search for product information after seeing a TV ad, according to a new study from the Internet Advertising Bureau (IAB).