How Hospitality Brands Balance Global and Local in Their Marketing

Hotel brands face a marketing conundrum: Though they may be national or global brands, the average consumer experiences them on a local basis. So how should global hospitality brands manage this split?

Why All Brands Need to Prepare for the Localization of Marketing

In order to fully appreciate the significance of localized marketing, we first need to understand the dominant forms of marketing that preceded it. There have been three major technological disruptions over the past century that fundamentally changed the marketing landscape.

Report: Digital Now Represents 40% of Local Advertising Market

A new report released by Borrell Associates suggests that digital advertising will continue to be responsible for nearly all growth in local advertising in 2015. By the end of the year, the report estimates local digital advertising spending will hit $47.8 billion…

Location, Relevancy, and the Search for Personalization

Marketers today have access to an unprecedented amount of data about consumers and their environment that go well beyond location, ranging from their demographics and shopping behavior to the time of day and weather. However, local marketers continue to fail to leverage this throve of new data to create and deliver relevant, quality and personalized ads to consumers. And it’s a big missed opportunity…

How Online Reviews and Product Information Are Fundamentally Changing Local Marketing

In a new book, “Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information.” Stanford professor Itamar Simonson and co-author Emanuel Rosen take a look at the impact that access to perfect information has on the way consumers make purchase decisions. The big finding is that more and more, the value of brand, and the type of awareness marketing aimed at keeping the brand top of mind, is quickly eroding…

Street Fight’s 5 Most Popular Stories From the First Half of 2013

The first six months of 2013 has brought a whirlwind of developments in local, from massive fundraising to exciting new products, and of course a few stumbles. What have readers been most interested in to date? Innovation around point-of-sale systems has been hot-hot-hot. Social media strategies for brands and SMBs are also highly evolving and therefore closely read. And it’s hardly a surprise that readers glommed onto our look into where investment dollars may lie. Enjoy this look back at the stories you loved (or may have missed!)…