News and Analysis
Yext Shares Up Sharply in Initial Day of Trading, Portending Well for Local
Yext’s shares jumped nearly 22% in the company’s initial day of trading, with the price rising as high as $14.25 per share before settling to $13.41 at close. The strong opening was a hopeful message from Wall Street for the local marketing industry, which has been looking to Yext’s IPO as a bellwether.
Street Fight Daily: Yext Set to Raise $115.5M in Today’s IPO, Snap Offers Brick-and-Mortar Attribution
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Yext is Set to Raise $115.5 Million in IPO After Final Pricing… Snap Advertisers Can Now See if Their Ads Increase Foot Traffic… Will it Blend? Oath Will Combine Disparate AOL-Yahoo Ad Tech Assets…
Disney’s Deep Dive on Personality Research, and Its Potential Implications for Brand Marketers
A division of The Walt Disney Company has been working on a method to better target marketing by learning more about consumers’ personalities. Research scientist Maarten Bos spoke to us about how consumer personality can be understood and how the information can be used to tailor ads more precisely.
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Hyperpublic: Structuring Place Data, Redefining Hyperlocal’s Scope
What might we see spring forth from the ether when local data is properly structured? It’s easy to imagine various applications of search — i.e. “Show me all wine bars that serve croquettes.” Similarly, one can imagine that this type of data would be immensely valuable to advertisers who want to target, for example, everybody who drinks beer and is in walking distance of an establishment…
Off-Campus Events Go Hyperlocal With Student Guide Lokalite
Location-centric events site Lokalite aims to give college students an off-campus guide to local events, bringing a new set of loyal customers to small businesses. Street Fight caught up with CEO Will Powers recently to discuss how his company facilitates those relationships, and why campuses are a particularly ripe market for hyperlocal…
Street Fight Daily: 12.07.11
A roundup of today’s big stories in hyperlocal media, technology, advertising and startups...
Google+ To Take On Foursquare With Upcoming ‘Check-in Offers’ Feature (TechCrunch)…
Only 5% of Adults Use Location-Based Checkin Apps (Mashable)…
Mobile Dining Apps LocalEats & BiteHunter Announce Partnership (TechCrunch)…
Tap, Tap: Is the NFC Tipping Point Finally Here?
This new technology creates a connection between consumer and retailer like never before. It also creates a world of possibilities for location-based marketing. The use of NFC also benefits retailers by allowing them to analyze consumer patterns more easily, connect with them, and learn what keeps them coming back…
Street Fight Daily: 12.06.11
A roundup of today’s big stories in hyperlocal media, technology, advertising and startups...
Foursquare Hits 15 Million Users (BetaBeat)…
Gowalla Versus Foursquare: Why Pretty Doesn’t Always Win (TechCrunch)…
Newsday to Hire 25 in Hyperlocal Digital Expansion (Poynter)…
CONFIRMED: Facebook Acquires Gowalla for Undisclosed Sum
The acquisition marks the end of a long slide for the Austin-based company, which seemingly lost its “check-in” battle with Foursquare despite raising over $10 million in venture capital. In September, Gowalla relaunched as a social travel guide after a ten-month period in which the application was overhauled from the ground up…
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The Road Ahead: What Autonomous Cars Teach Us About Marketing Automation