Street Fight Staff and Friends Predict 2017’s Top Stories (Part Two)

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As 2016 draws to a close, we’ve once again asked Street Fight staffers and columnists to look into their crystal ball and offer prognostications for what they think will be the biggest story (or stories) in local in 2017.

How One International Juice Company Takes Its Marketing Local

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Even though Natalie’s Orchid Island Juice Company has customers around the world, its marketing strategy is focused on reaching local markets. Street Fight recently caught up with CMO Natalie Sexton to talk about the company’s approach.

Building the Essential Digital Marketing Bundle for Local Businesses

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“Last time we identified our essential digital bundle for small businesses,” says David Mihm to Mike Blumenthal. “This week I thought we might tackle how agencies and media companies might go about building and selling that bundle — and why there seem to be so few who are actually doing it.”

How Brands Can Get More Out of Their Brick-and-Mortar Marketing

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Marketers that fail to see local storefronts as a critical channel are missing out on a rich sales opportunity. Brands invest $70 billion in local markets each year, but a significant portion of that spend often goes to waste because they fail to work collaboratively with their local partners.

Street Culture: How Placeable Employees Own the Company’s Culture

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The company offers a number of perks, including membership stock shares making each employee an equity owner. “That’s the kind of tactical ownership that we’re going for,” says CEO Ari Kaufman. “Make everyone own a piece of the company. This is your company. Give a sh*t about it — it’s yours.”

Local Listings Get a Real-Time Update from Brandify

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The company’s new digital marketing platform combines the power of tech with the authority of the human brain. Brandify’s Nip Zalavadia, says the platform has the capability to access and analyze huge amounts of data, but also uses real people to address details that often fall through the cracks of automated software solutions.

Yext Integrates With Uber as Local On-Demand Becomes More Ubiquitous

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With the new integration, clients of Yext’s Location Cloud for listings and local site management can let their customers book an Uber ride to their store from a local website, app, or email campaign via a “Ride with Uber” button. Once the customer catches a ride, the business can show an offer or other information to the rider.

Placing a Bet on Apps for Local Businesses, Advice Local Acquires Scanther Mobile

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Advice Interactive Group will acquire the app tech company founded in 2012 by brothers EJ and Austin Archuleta. Scanther’s team will join Advice as part of the deal, and the company will be rebranded as Advice Mobile and integrated within the Advice Local product suite.

How Automotive Marketing Is Evolving in the Digital Age

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Car dealerships are an appealing target for hyperlocal media and suppliers of digital marketing technology and services. They’re relatively big spenders compared with many local businesses, and they’re adopting digital marketing faster than most.

New Report Identifies Enterprise Customer Types & Needs

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In our latest analysis, we discovered that the integration needs of enterprise marketers reveal some clear correlations in terms of attitude, behavior and installed technologies. For example, the companies that found local store sites to be most effective were also doing well with local print, and planned to increase their social, mobile, and digital display advertising.

Survey: Demand for Multichannel Programmatic Is Promising

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Nearly one-third of the respondents in Street Fight’s survey who also said that local media and content was important for their marketing were thinking about such cross-channel programmatic. Interest appeared highest for marketers who found local TV effective, but also played strongly with radio and print fans.

Survey: Many Opportunities to Connect Local Media With National-to-Local Marketers

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National brands and retailers remain wedded to traditional media and marketing for their local branches, franchises, and resellers. However, they are increasing their spending on digital channels, and over half of them feel it’s important to associate their campaigns with local media and content.

6 Ways That Local Merchants Are Using Pokémon Go to Drive Business

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With interest in the augmented reality game reaching a fever pitch this week, savvy local merchants and national retailers are using social media and targeted rewards to lure in Pokémon Go players and turn them into paying customers. Here are six examples of ways that merchants are doing that right now.

Survey: Some National-to-Local Marketers Still Need Convincing on Digital Effectiveness

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Street Fight surveyed over 200 managers and decision makers at big companies in retail, financial services, and other industries. We asked them about spending patterns, perceived effectiveness, pain points, etc., around their local marketing and advertising efforts.

Survey: Many National-to-Local Marketers Use Home-Grown Management and Analytics Tools

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Relatively few of these sophisticated companies make use of a common tool for managing and coordinating campaigns. That’s the case even though a third of respondents said various local programs were centralized at headquarters.

Survey: How National-to-Local Marketers Plan to Grow Their Digital Budgets

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Street Fight recently surveyed decision makers at over 200 national-to-local marketers and found nearly half of them spend a third or more of their digital marketing budget in support of their franchises, branch offices, and distributors.

National-to-Local Marketers’ Top Pain Points Center on Integration

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Nearly half of those who responded said they spend 1/3 or more of their digital marketing dollars to support their branch offices, franchises, and distributors — and 40% of them expect that budget mix to increase.

How the Rise of ‘Mobility as a Service’ Will Impact Local Marketing

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Autonomous vehicles will put pressure on all kinds of players. The pressure will be felt not only by car manufacturers but all kinds of other industries including auto dealers, insurance companies and transit systems…

StructuredWeb’s Nissan: We’re Just Starting to See the Complexity Curve Going Up

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Long sales cycles, smaller target audiences, higher transaction values — all these characteristics separate B2B from B2C marketing. “There’s a level of precision that you need to have in the B2B space, because otherwise you can spend a lot of money without seeing any results,” said StructuredWeb president and CEO Daniel Nissan.