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  • Selling to Multi-Location Brands: Sizing Up the Prospects

    Selling to Multi-Location Brands: Sizing Up the Prospects January 29, 2018 by David Card Leave a Comment Filed Under: Commentary Multi-location brands have been a little slower to embrace digital technologies in support of their local marketing and advertising than SMBs, but that’s changing pretty fast.

    Street Fightin Display EMail- 4 readers -
  • Selling to Multi-Location Brands: Who Makes the Decisions

    Selling to national brands that market locally is one of the toughest challenges facing suppliers of local marketing tech and services, particularly for smaller or specialized players. Though a roughly similar number of multi-location brands make local marketing decisions at headquarters versus in local or regional offices, many take input from both locations.

    Street Fight- 8 readers -
  • Lots of Facebook News — But Little Progress in Local

    Last week produced a flurry of Facebook news, including the latest News Feed algorithm tweaks, a limited local news section, the apparent end of its hybrid AI/human chatbot experiment, and murmurings about video chat hardware. Since local marketers rate social media as one of if not the most effective marketing channels, and since Facebook dominates social media, it’s worth pu ...

    Street Fightin Social- 9 readers -
  • Addressing Multi-Location Brands’ Digital Marketing Pain Points

    Selling local marketing technology and services to multi-location brands continues to be a top challenge facing would-be suppliers. It won’t be easy, but offering tactics and tools to prove ROI and harmonize multiple customer data sources would help address those brands’ digital marketing pain points.

    Street Fight- 15 readers -
  • Street Fight Launches Third Annual “State of Hyperlocal” Survey

    Street Fight Launches Third Annual “State of Hyperlocal” Survey December 5, 2017 by David Card Leave a Comment Filed Under: Commentary Going into 2017, a Street Fight survey of executives at suppliers of local marketing technologies and services revealed that many of them were investing in data and analytics as a top new focus.

    Street Fightin Mobile- 14 readers -
  • Social Media Gets the Local Spending Growth, Partly by Default

    Social media marketing remains the biggest target for increased spending, both by small local merchants and enterprise marketers supporting their local branches and distributors, according to Street Fight survey analysis. It is widely used, and deemed effective, particularly by SMBs. But when you dig deeper, it looks like most local marketers are using social media as substitu ...

    Street Fightin Social Display EMail- 10 readers -
  • Where Local Agencies Help Brands Most

    About a quarter of multi-location brands use local media agencies to help manage and evaluate their local digital advertising and marketing programs, according to Street Fight’s latest survey. There’s a modest correlation between using agencies and marketing effectiveness, and the agencies seem to help the most with TV and display advertising, rather than other key local tacti ...

    Street Fightin Display Mobile- 12 readers -
  • How Brands Determine Their Local Marketing Effectiveness

    How Brands Determine Their Local Marketing Effectiveness October 23, 2017 by David Card Leave a Comment Filed Under: Commentary Website analytics are the most popular means of evaluating local marketing for multi-location brands. While that’s a logical tactic for analyzing digital marketing and advertising effectiveness, it hardly presents the full picture of multichannel m ...

    Street Fight- 17 readers -
  • New Street Fight Report: Benchmarking and Best Practices in Enterprise Local Marketing

    Local marketers at big brands and multi-location retailers and services companies are coming around on digital marketing. While the biggest companies still depend on traditional media, and often rate it more effective than digital tactics, those attitudes are shifting. Most enterprise local marketers spend less than a third of their digital budgets on local campaigns and progr ...

    Street Fight- 11 readers -
  • Taking the Pulse of the Location Data Ecosystem

    Companies selling location and proximity data and services themselves concede that it’s a pretty small market, but that location data is an increasingly critical signal for a variety of marketing, operations, and product features well beyond mobile advertising. Street Fight surveys confirm that location data is attracting lots of interest from local marketers, even as spending ...

    Street Fightin Social Mobile- 15 readers -
  • Report: Matching Up with Local Merchants’ Marketing Objectives

    Street Fight’s analysis of local merchant surveys show that SMBs are spending more money on digital marketing — particularly social media and email — because they find those channels most effective. However, based on their self-professed marketing and advertising objectives, there appears to be some missing links between new customer acquisition and their favorite tactics.

    Street Fightin Social- 12 readers -
  • Enterprise Local Marketers Treat AI Hype as Means to an End

    Enterprise Local Marketers Treat AI Hype as Means to an End August 15, 2017 by David Card Leave a Comment Filed Under: Commentary I don’t know about you, but I’ve got at least three invitations to webinars on using artificial intelligence for marketing in my inbox. And last week I went to future of marketing mini-event, sponsored by marketing automation provider Emarsys, th ...

    Street Fightin Mobile- 15 readers -
  • New Street Fight Report: Selling to Local Merchants

    New Street Fight Report: Selling to Local Merchants August 3, 2017 by David Card Leave a Comment Filed Under: Commentary Street Fight’s latest report on local merchants, Strategies for Selling Marketing & Technology Services, posted today. It’s a companion piece to our annual survey of local small and medium-sized businesses, that focuses on vendor strategies for sellin ...

    Street Fightin Paid Search EMail- 18 readers -
  • Podcasting Won’t Replace Local Radio Soon

    Last month, Apple made a half-hearted podcast analytics announcement right as the Interactive Advertising Bureau released its first podcast revenue forecast. As a local advertising medium, podcasting shows promise, but it has a very long way to go. BIA/Kelsey’s U.S. local ad revenue forecast debuted last week with some local radio numbers that put audio advertising in perspective.

    Street Fight- 23 readers -
  • Comparing Enterprise and SMB Attitudes on Local Tech

    Selling hyperlocal marketing technologies and services to both multi-store brands and local merchants might seem to be the best way for a would-be provider to reach scale. When you boil it down, they’re trying to achieve the same objectives, right? Of course, it’s not that simple. According to recent surveys, both types of marketers are shifting budgets to digital — particular ...

    Street Fightin Paid Search Mobile EMail- 16 readers -