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#SFSNYC: Research Roundtable Shows Nuance of Defining Local and Mobile Effectiveness June 20, 2017 by David Card Leave a Comment Filed Under: #SFSNYC Last week’s Street Fight Summit showcased a variety of research on local marketing; mobile advertising and commerce; and small business technology preferences.
Local Providers Should Take Care in Interpreting Big Mobile Advertising Numbers June 6, 2017 by David Card Leave a Comment Filed Under: Commentary One of the key themes of Mary Meeker’s annual Kleiner Perkins Internet Trends presentation last week was mobile advertising — its growth, targeting, and measurability.
As local merchants increasingly shift their marketing spending to digital tactics, they’re becoming more sophisticated in how they manage those programs. Street Fight’s latest analysis of its local small business survey shows a much higher adoption rate of digital dashboards and the like compared with previous research, and it’s not just driven by the big spenders.
Report: Most Local Merchants Will Increase Marketing and Shift Budgets to Digital this Year May 8, 2017 by David Card Leave a Comment Filed Under: Commentary The majority of local businesses are increasing their spending on advertising and marketing this year, and they’re shifting their dollars towards a broad variety of digital tactics.
Report: Social Media Continues as Top Marketing Tactic for Local Merchants May 1, 2017 by David Card Leave a Comment Filed Under: Commentary The fourth edition of Street Fight’s Local Merchant Report, based on a survey of small business owners and decision makers, launched today. The data shows a continued movement to social media as a preferred marketing tactic among local merchants.
It’s fair to say the local marketing industry has been a little disappointed by the adoption of mobile payments. The combination of a sluggish hardware upgrade cycle and consumer reluctance appears discouraging. But there are catalysts on the near horizon, including the promise of a virtuous circle where mobile wallet-enabled loyalty programs encourage payments and vice versa.
Two Mobile Marketing Studies Sketch Location Data’s Role in Cross-Channel Measurement April 10, 2017 by David Card Leave a Comment Filed Under: Commentary Two studies released last week by industry organizations provide useful advice on mobile marketing tactics and using location data. As mobile consumes an increasing share of digital marketing, both studies point to the ne ...
As background research in support of Street Fight’s forthcoming Local Merchant report, I came across some good surveys focused at opposite ends of the local small business spectrum: franchise operators and self-employed professionals. Comparing the results, it feels like, though the industry is selling these groups the same marketing and commerce technology and services, the t ...
As the so-called customer journey takes new twists and turns, tech companies and agencies should help local businesses and brands differentiate themselves via user experience. Catering to virtual assistants might seem to be the path towards that goal. But it’s probably too early to make huge bets on these technologies, and there are more practical ways to help out.
Local merchants we surveyed continue to rate social media as their most effective marketing tactic. They’re getting more sophisticated in how they use it, too, as they add paid campaigns, social brands other than Facebook, and video. Street Fight will be releasing a series of research reports based on the survey of local small businesses we recently completed.
With Valentine’s Day upon us, what better time for looking at how a lingerie company does its digital marketing? Second-generation family-run Cosabella is a small business that behaves a lot like a larger multinational. Cosabella’s digital marketing and advertising matches a common Street Fight research theme of email and social media effectiveness, but shows a high degree o ...
Small and Large Local Marketers Have Remarkably Similar Spending Focus February 1, 2017 by David Card Leave a Comment Filed Under: Commentary We’re getting ready to launch our big Street Fight Local Merchant survey and analysis, and in preparation for that, I came across an enlightening recent small business digital marketing survey.
Why Mobile Payments Will Heat Up in 2017 January 17, 2017 by David Card Leave a Comment Filed Under: Commentary Street Fight’s 2017 Predictions round-up was heavy on voice search and AI, and pretty light on mobile technologies. I expect the former two to be critical hyperlocal technologies, but their payoff might take some time.
Under Pressure, Local TV Advertising Still Shows Lots of Opportunity December 21, 2016 by David Card Leave a Comment Filed Under: Commentary Local TV ad spending will take a big hit next year, projected to decrease at a double-digit pace after an election and Olympics year, and in the face of a tough new car sales market.
Survey of Mobile Marketers Highlights Growing Focus on Location Data, Social Media December 5, 2016 by David Card Leave a Comment Filed Under: Commentary, News A new industry-sponsored study of mobile advertisers and agencies offers guidance for hyperlocal marketing providers. Big brands and their agencies are increasing their mobile marketing efforts, with a keen focus on ...
The results of Street Fight’s second annual State of Hyperlocal vendor executive survey show that social media, data and analytics, and mobile—especially geotargeting—are the hot technology investments for marketing and commerce. The investment in data and analytics is in part driven by the biggest overall industry challenge, online-to-offline attribution measurement, and one ...
Study Points to Opportunities to Help Big Marketers and their Affiliates November 21, 2016 by David Card Leave a Comment Filed Under: Commentary Selling local services to national brands is one of the toughest challenges facing suppliers of hyperlocal marketing technology and services, as well as local media and digital agencies.
Just How Big a Deal Are Voice Search and Chatbots for Local? November 7, 2016 by David Card Leave a Comment Filed Under: Commentary Two weeks ago at Street Fight Summit, we raised a little controversy around the degree of hype versus disruptiveness of voice search to the hyperlocal economy. Street Fight believes voice search is a critical emerging technology, a view that se ...
Street Fight’s new analysis, The Urban SMB Report, indicates that local business owners in big cities get better results from their digital marketing efforts by not doing it themselves. The more they outsource, either to internal staff or to an agency, the higher their satisfaction rating. But there is room for improvement.
Apps Continue to Battle, But the Mobile Web May Be Catching Up October 12, 2016 by David Card Leave a Comment Filed Under: Commentary It is time to revisit the apps versus mobile web debate. At the TAP 2016 conference a couple weeks ago, I got the distinct impression that there was a movement away from apps toward mobile websites — and keep in mind that this was at a mobil ...