The Benefit of Beacons Is in the Past and the Future — Not in the Present

The discussion around bluetooth beacons and other proximity messaging technologies has largely centered on real-time advertising. But the benefit of beacons extends well beyond the “here and now” scenario; the devices create new opportunities for marketers to build deeper audience segmentations and more advanced location targeting that we’ve barely begun to explore…

Street Fight Daily: Facebook’s Hyperlocal Ads, Yext Hires for IPO

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…Facebook Launches Hyper-Local Ads Targeted To People Within A Mile Of A Business (TechCrunch)… With This Hire, Yext Seems Poised for IPO (New York Business Journal)… San Francisco Legalizes Airbnb (Recode)…

Beacons Do Pose a Privacy Threat — But It’s Not the One You’re Worried About

Earlier this week, Buzzfeed published a scathing report detailing an initiative by outdoor advertising giant Titan to install bluetooth beacons in hundreds of phone booths across New York City. But the report does more to underscore the shortcomings of the local technology industry in explaining the new technology than to expose a new, meaningful threat to the consumer privacy…

Street Fight Daily: Video Spending Thrives, Uber Hires Former Lyft COO

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…Video Growth Drives Display Advertising Spending To $37.6 Billion In 2019 (Forrester)… Uber Hires Former Lyft COO VanderZanden to Spur International Growth (Recode)… Will Apple’s “Location Warnings” Be Educational Or Scary? (MarketingLand)…

Street Fight Daily: Square Raises $150M, New York’s Secret Beacons

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology…Square Raises $150 Million at a $6 Billion Valuation (New York Times)… Hundreds Of Devices Hidden Inside New York City Phone Booths (BuzzFeed)… Marriott Settles FCC Complaint About Blocking Rival Wi-Fi Networks (Recode)…

How Y Combinator Grad Estimote Plans to Turn Beacons Into a Big Business

When Estimote graduated from Y Combinator in July of 2013, the startup was riding one of the hottest trends in tech: beacons. By the end of the year, the company had raised $3.1 million to turn its fist-sized adhesive proximity beacons into an “operating system for the physical world.”

The Value of Measuring the Immeasurable In-Store Customer Experience

Consumer purchasing behavior is shifting from stores to online and retailers are seeing less shopper foot traffic into physical stores. Here are five ways brick-and-mortar retailers can utilize passive shopper behavior information in-store and across the enterprise to increase sales…

Street Fight Daily: Amazon Guns for Square, Uber and Lyft’s Street Fight

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technologyAmazon Takes Shopping Offline With a New Mobile Credit Card Reader (Wired)… Accusations Fly Between Uber and Lyft (New York Times)… Yahoo Acquires ‘Pandora For Places’ App Zofari (TheNextWeb)…

Street Fight Daily: Andrew Mason’s Next Big Thing, Square Bets on Chips

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technologyGroupon Founder’s Next Big Plan: Audio Walking Tours (Businessweek)…Square Bets Big on Next-Gen Credit Card Tech (Wired)… Payments Giant First Data Acquires Gyft in an Effort to Bring Digital Gift Cards to the Masses (Pando)…

Street Fight Daily: TaskRabbit Pivots, Bill Gurley On Uber

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technologyTaskRabbit Pivots, Launches On-demand Service for Cleaning, Handiwork, Moving, & Errands (VentureBeat)… How to Miss By a Mile: An Alternative Look at Uber’s Potential Market Size (Above the Crowd)… Birchbox Is Opening Its First Retail Store, And Here’s What It Looks Like (BusinessInsider)…

How Retailers Can Bridge the Gap With Beacons

Using beacons, content can be delivered to a consumers’ mobile device that augments the shopping experience and bolsters the relevancy of the merchant’s real-time communications based on the consumer’s location and real-time behavior. As a result, the messaging can be perceived by the consumer less as “marketing” and more as “helpful.”

Case Study: Texas Pharmacy Leverages Beacons for In-Store Offers

Rather than going it alone and creating a targeted marketing platform from the ground up, Tarrytown Pharmacy owner Mark Newberry opted to work with a hyperlocal startup that was looking for businesses to test out its platform. The company, Shelfbucks, offers personalized deals to people shopping in store using iBeacons…

7 Strategies for Leveraging In-Store Beacons

Indoor beacons are bridging the gap between physical locations and digital experiences, and allowing developers and businesses to interact with consumers based on their proximity to specific locations. But as with any new technology, indoor beacons do have their limitations and marketers need to be strategic in order to get the best use out of them…

Street Fight Daily: Fashion Retailer Tests iBeacon, Local’s Most Innovative Companies

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.Fashion Retailer Tries on Apple’s iBeacon for Size (Street Fight)… The World’s Top 10 Most Innovative Companies in Local (Fast Coppany)… Uber Car-Hailing App Expands in China’s Congested Market
 (Wall Street Journal)…