StructuredWeb’s Nissan: We’re Just Starting to See the Complexity Curve Going Up
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.
Street Fight Daily: Amazon Food Delivery Expanding to More Major Cities, Google Maps Goes Offline
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon Plans to Roll Out Restaurant Delivery in Cities Across the Country (Recode)… Google Maps Is Adding Offline Navigation and Search (The Verge)… Brand Advertising in Programmatic Era Fattens Margins for Big E-tailers (Ad Age)…
Locable Zeroes in on Marketing Solutions for Digitally Challenged Merchants
There are 28 million small businesses in America, and Locable considers all of them candidates for its expanded “Main Street for the 21st Century” marketing services. Now Locable is reaching out to those millions of small businesses through its IMPACT Marketing Suite. We caught up with Locable founder and CEO Brian Ostrovsky to talk about his new initiative.
Sponsored Content: With Banks, There’s a Brand Battle on Every Corner
This month’s Brand Battle, in conjunction with Brandify, compares the local-social engagement strategies of two of the U.S.’ largest banks: Bank of America and Chase. The contest was close on several counts, but Chase emerged as the winner, with social engagement the determining factor in this matchup.
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…
The Not-So-Low-Hanging Fruit: Why the Local Market Remains Elusive
“The great challenge of winning the local market boils down to balancing sufficient reach and scale with specificity,” writes Noah Elkin, who is joining Street Fight today as managing editor. “It turns out thinking globally and acting locally isn’t always easy — as a consumer or a marketer.”