Brands Hope to Use Mobile to ‘Conquer’ Competitors’ Locations

Mobile-local ad network xAd has released a new report that shows a substantive increase in interest from brands in so-called “geo-conquesting,” the technique of targeting messaging to users at or near a competitor’s location. During the second quarter, nearly one third of every lat-long targeted campaign run on the network included some form of geo-conquesting strategy…

When It Comes to Mobile Local Search and SMBs: Mind the Gap

Mobile is inherently local and thus conducive to location-based, high-intent user engagement, all of which appeals to many SMBs. B ut mobile also exacerbates their paradox of choice. That’s why there is a big opportunity for third parties to help SMBs get there. That can be marketing or SEO consultants, but the real opportunity is for the local media organizations with deep roots and existing relationships with SMBs…

Street Fight Daily: Twitter Acquires Spindle, SocialRadar Nabs $12.75M

A roundup of today’s big stories in hyperlocal content, commerce, and technologyTwitter Acquires Local Discovery Startup Spindle (AllThingsD)… Blackboard Co-Founder Michael Chasen Raises $12.75M Series A For SocialRadar, A New Take On Location-Based People Discovery Apps (TechCrunch)… How Yelp Might Clean Up the Restaurant Industry (Atlantic)…

5 Tools for Point of Interest Geo-Targeting

As the technology behind the most popular geo-targeting platforms continues to improve, marketers have begun to refine their tactics to improve the ROI of their campaigns. One of the latest trends in the world of geo-targeting is known as point-of-interest (POI) targeting, or geo-conquesting…

Mobile Local Advertising: Not Just for Early Adopters Anymore

Over the past few years I’ve done some axe-grinding about the lack of location targeting in mobile advertising — and the fact that desktop ad strategies have largely been ported over to the small screen, particularly among large brands and agencies. But in recent months we’ve started to see some of those habits break down, beginning with newer companies in mobile that don’t have to “unlearn” anything to get there…

Forget ‘Showrooming’: 77% of Mobile Retail Shoppers Buy In-Store

According to a new study from xAd and Telmetrics, mobile now accounts for one third of all retail activity online with 98 million shoppers using a smartphone in their retail experience. And the vast majority of those mobile shoppers end up making purchases in-store – not on Amazon…

Street Fight Daily: Phone Firms Sell Data, A Day in Court for Yelp

A roundup of today’s big stories in hyperlocal content, commerce, and technology.Phone Firms Sell Data on Customers (Wall Street Journal)… Another Day in Court for Yelp (New York Times)… Hyper-Local: Not A Behavioral Disease (Medium)…

Street Fight Daily: Google Offers Head to Google+, GrubHub and Seamless Merger Rumors

A roundup of today’s big stories in hyperlocal content, commerce, and technology.Google Offers Heading to Google+ (PCMag)… Grubless? Online Takeout Giants GrubHub And Seamless In Talks To Merge (TechCrunch)… LivingSocial Relying on Events to Make Up for Weaker Daily Deals Business (Washington Post)…

5 Ways Brands Can Leverage Place-Based Mobile Targeting

The ability to target consumers based on location is no longer an emerging element of mobile technology — it is the standard on which all other strategies are based. The growing demand for this type of mobile advertising has brought on the development of new and effective location targeting strategies, the most popular being place-based mobile ad targeting. Want in? Here are five place-based mobile targeting strategies to try.

Street Fight Daily: FoodPanda Raises $20M, TripAdvisor Schemes for More Reviews

A roundup of today’s big stories in hyperlocal content, commerce, and technology.Rocket Internet-Backed FoodPanda Raises $20M+ As It Prepares For The Next Course In Its Food Delivery Ambitions (TechCrunch)… TripAdvisor’s plan to get another 100 million reviews: Have hotels do the work (Skift)… Local Ad Network Sees Shift To Tighter Mobile Targeting (MediaPost)…

7 Ways to Increase Engagement With Mobile Ads

Marketers of all sizes are flocking to mobile ads in an effort to reach consumers on their home turf, sending targeted messages to smartphone users inside certain establishments (like coffee shops or bookstores) or within the confines of geotargeted perimeters. Here are seven ways that brands of all sizes can increase engagement with mobile ads…

Survey Shows Rise In Mobile Search as a Starting Point for Consumers

A new survey, released by Telmetrics and xAd, indicates that there is increasing use of mobile devices by consumers as a part of their path-to-purchase, as well as increasing desire for local. The results found that 45% of consumers go to their mobile device first when starting a search. One-third said they used mobile throughout their purchasing process, two-thirds switched to another device or converted offline…

Street Fight Daily: Foursquare’s Plans Leaked, Google Now on iOS

A roundup of today’s big stories in hyperlocal content, commerce, and technology.Leaked Doc Shows Foursquare’s Big Plans for Your Check-in Data (CNet)… Google Brings Virtual Assistant to iOS ‘Now’ (Internet2Go)… Jack Dorsey Talks Square and Wearable Devices (New York Times)…

Going Beyond Standard Location Targeting to Reach Mobile Audiences

It’s important to focus on not just the reach of a geofence, but also on effectively targeting your business’s relevant mobile audiences. A little extra strategic effort goes a long way, and there is much to gain from leveraging the variety of data currently available and layering it appropriately to suit your campaign’s specific strategies and tactics…

Street Fight Daily: Facebook’s New Feed, Plum District Founder Out

A roundup of today’s big stories in hyperlocal content, commerce, and technology.Don’t Laugh at Zuckerberg’s Newspaper Metaphor, It’s More Accurate Than You Think (PadnoDaily)… CEO And Founder Megan Gardner Out At Mom-Centric Deals Site Plum District, Ex-Googler Susan Kim Takes Over (TechCrunch)… AOL’s CEO to Haters: Our Content Strategy Was Right After All (and Patch is Fine Too) (Paid Content)…

Street Fight Daily: LivingSocial Sales Record, Foursquare Updates Check-in

A roundup of today’s big stories in hyperlocal content, commerce, and technology.Struggling Deals Site LivingSocial Just Hit A Crucial Sales Record (Business Insider)… The Check In Is Dead; Long Live The Check In As Foursquare Adds Quick Glide Feature On iOS (TechCrunch)… Groupon Board Is Said to Focus CEO Search on External Candidates (Bloomberg)…

5 Misconceptions SMBs Have About Mobile Advertising

Even as small and medium-sized businesses are increasingly warming to digital marketing, questions and misinformation persist about how mobile campaigns reach local consumers and influence their behavior. We asked a few folks who work in the mobile sphere to provide us a taste of the kind of concerns about mobile ads they’re hearing from SMBs…

National Advertisers: Time to Get Local

“Local” is often thought to be synonymous with SMBs. In many media like television, however, huge portions of the local ad spend is from national brands buying up geographically specific advertising inventory. The same thing is happening in mobile. The projected growth in local mobile ad spending will mostly come from national advertisers that localize campaigns…

Street Fight Daily: Groupon Acquires Glassmap, Google Targets Coupons

A roundup of today’s big stories in hyperlocal content, commerce, and technology.Groupon Acquires Realtime Location-Aware Service Glassmap To Help You Find Deals (TechCrunch)… Google launches Google Launches Zavers, Targeted Digital Coupons with Real-Time Redemption Data for Retailers (The Next Web)… 21 Things I Learned Running Hyperlocal News Sites (Vouchification)

7 Ways SMBs Can Use Geofencing for Targeted Advertising

Although large brands have long been reaching consumers in targeted areas through geofencing, smaller businesses have been slow to adopt this new marketing technology. Here are seven tips from the experts on how small businesses can better use geofencing to target consumers in intelligent ways…