Cidewalk Expands to Bring Mobile Marketing to Local Businesses Overseas

In response to growing demand for digital marketing services outside the U.S., Cidewalk is extending its platform reach to cover all countries. CEO Venkat Kolluri says the decision to expand globally was made in response to the growing demand from businesses for lightweight, easy-to-use digital marketing channels to target consumers online at any location.

OOH Advertising Strategy is Evolving with Measurement Advances

OOH may appear to be the antithesis of the efficiency- and measurement-obsessed norms of the digital advertising era: one-to-many and not easily attributable. But the channel is evolving, becoming easier to measure and to strategize around thanks to technical breakthroughs.

LBMA: Etsy Launches a Virtual AR Showroom

In this episode of Location Weekly, the Location-Based Marketing Association covers Uber Eats rolling out pumpkin delivery in 3 cities, Lancome debuting a virtual pop-up store in the UK with ByondXR, Reveal Mobile acquiring MIRA, Kantar and Route joining forces on OOH measurement, and Esty launching a virtual AR showroom with The Etsy House.

Stop Flying Blind: Why Closed Feedback Loops Matter More Than Ever

These changes have a lot of marketers feeling like they’re flying blind, but you don’t have to stay lost in the fog. Instead, you can use automated surveys to take your customers’ pulse, establish a solid baseline, and execute a closed-loop feedback strategy to continuously improve. This approach will give you the key metrics you need to consistently deliver a great customer experience in three steps.

Innovation Brief: Amazon, Twitch & Facebook

Street Fight’s Innovation Brief series aggregates and analyzes happenings from across the technology and media spheres. This week, we look at Amazon’s robotic endeavors, Twitch Paid Boost, and Facebook’s latest controversies.

Fast Brings New Headless Checkout Capabilities to Live Events

Buyers can purchase a seller’s product in one click, directly from a Fast Checkout button on a review page, an email, or another digital avenue. That means Fast’s new headless checkout system could be a big payday for certain digital publishers and bloggers as well as live events.

Reveal Mobile Acquires OOH Location Intelligence Startup Mira

The acquisition creates what Reveal describes as the first ad tech SaaS platform to provide attribution reports for online-to-offline, offline-to-online, and offline-to-offline marketing campaigns. The company will be bringing Mira’s entire team onboard.

Bluefin Wants to Devalue Your Data

For those not in the know, talk of a company wanting to devalue their company’s data might inspire fears of ruthless competitors coming to steal a precious resource. But in fact, Bluefin, the company whose core mission is devaluing data, does not want to steal your information; it wants to shield your data from that very outcome.

What Becomes of Brand Identity in a World of Changing IDs?

Branding is in the eye of the beholder. Or, as Al Ries and Jack Trout’s classic marketing text Positioning, the Battle for your Mind puts it, a brand’s positioning is the space it occupies in the mind of the prospect. Decades of the world’s best marketing leaders and agency pros have rallied around this definition. If it’s true, what happens to measuring brand identity and positioning with the dramatic shift in one of the best attribution tools marketers have ever known?

How Human-to-Human Marketing Can Counter the Labor Shortage and Drive Q4 Growth

In times of economic uncertainty, local communities look to support their own, ensuring businesses stay open and neighborhoods stay strong. What most brands miss is that they are a legitimate part of the community fabric and can leverage their place in that fabric as a marketing and sales asset.

October Theme: Hybrid Holidays

Last year, facing peak Covid contagion with no vaccines available, Street Fight dubbed its annual month of holiday-related retail and marketing coverage “home for the holidays.” This year, brands face a more uncertain landscape: hybrid holidays.

Smart Brand Strategy in an Endemic Era: How to Effectively Gain Trust

The future of brand strategy is all about increasing engagement with quality interactions in a way that inspires loyalty and trust from a brand’s prospective audience.

LBMA: 605 and PlaceIQ Partner Up

In this episode of Location Weekly, the Location-Based Marketing Association covers 605 and PlaceIQ’s partnership, Logiq introducing a geofencing platform, Robomart launching a mobile store-hailing platform, and MoodMedia acquiring PlayNetwork.

How Brands Can Rock TikTok to Reach Gen Z

The bottom line for brands is that by being strategic about platform priorities, emphasizing authenticity, and nurturing organic social, marketers can reach the influential Gen Z audience they need to survive and thrive.

Google Local Search Trends III: Socialization

In this third of four installments in my series on recent and ongoing trends in local search, I want to focus on signs that Google’s local platform — comprising Google My Business, Google Maps, and the local component of Google Search — has become, under our noses, a massive social network. Google has achieved this status not through traditional methods of connecting users to each other, but by allowing and encouraging users to share their experiences, questions, and opinions about local businesses in a variety of forms and at a massive scale.

Yelp Guest Manager

Yelp Introduces Guest Manager, A Front-of-House Operations Tool for Restaurants

Yelp today introduced a new, comprehensive solution for restaurants to manage their front-of-house operations. With online searches for takeout remaining above pre-pandemic levels, the new Yelp Guest Manager is being billed as a comprehensive solution that brings together many of the digital tools restaurants have been using to manage digital ordering, reservations, takeout, guest loyalty, and table management.

Broadening Local: Expert Roundup

A trio of local search experts expound on the latest in the industry. Claire Carlile proposes Google My Business as a CMS and covers how businesses should approach the channel; Miriam Ellis explores the increasingly blurred lines between different categories of sites and businesses; and Damian Rollison delineates the major trends shaping the trajectory of local search, especially on Google.

How Consumers Feel About First-Party Data

More than 90% of marketers believe leveraging first-party data to better understand their customers is critical to growth. But how do consumers feel about sharing their personal information — which is how marketers capture first-party data?

Now’s Not The Time To Cut Back On Marketing. Here’s What To Do Instead

Businesses that withdraw from marketplace visibility have a much harder time, and find it far more expensive in the long run, to regain customers once they start re-engaging, with market share declining even after they resume advertising. So, while cutting back marketing spend can help address some short-term bottom-line issues, it will create significant challenges to long-term sustainability.

New Year, Same Challenge: Content is the Key to Another Digital Holiday Season for Retailers

With the Delta variant bringing a second unwelcome wave of apprehension and disruption, the vision we all looked forward to a year ago — the return to a normal holiday season — is dissipating before our eyes. Online shopping will be the main go-to again this time around, with businesses and consumers facing many familiar, and a few unfamiliar, factors this year.