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Brands surveyed by Street Fight rate email, direct mail, and their company page on social media as their most effective local marketing tactics. At the same time, a small group of early adopters is using location data to make their overall local digital marketing more effective. → Read More
Half of local merchants Street Fight surveyed are open to replacing important features of their websites with third-party sites and listings. Facebook and Google are their favorite options. → Read More
Both SMBs and multi-location brands listed social media as the top marketing strategy on which they were increasing spending. The majority of both groups said they were maintaining or increasing spending on all of the six digital marketing types we asked about. → Read More
Companies selling local marketing and technology and services continue to believe that online-to-offline attribution is the toughest challenge facing the industry, and it's now their top near-term R&D priority. That's what we're hearing from a preliminary analysis of our annual State of Hyperlocal survey of Street Fight readers. → Read More
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. The biggest of those companies still tend to be a little conservative, but they're shifting digital spending towards local and adopting a broader variety of tactics. → Read More
Across tactics, over a third of those big companies we surveyed manage local digital marketing in a centralized fashion, but a similar number do so locally or regionally. Local sites and email are the tactics most often de-centralized; mobile and paid search the most often centralized. → Read More
Instead of integrating multi-media news consumption with entertainment, community conversations, events calendars, advertising, and a buyers and sellers marketplace, Facebook is isolating them as components. While this is consistent with its separate apps approach, it likely won't result in as much audience cross-fertilization as it should. Nor does it feel at all local advertiser-friendly. → Read More
Street Fight's 2017 State of Hyperlocal analysis showed that selling to enterprise local marketers was one of the toughest challenges facing suppliers, right up there with raising their own company's brand awareness and showing marketing attribution and ROI. → Read More
It's a truism in tech businesses that you should be just a little ahead of your customers, but not too far beyond their current focus. Street Fight's third annual State of Hyperlocal survey aims to assist in that, as well as help companies prioritize their R&D and product marketing and development. → Read More
We're kicking off our third annual executive survey about the state of the local marketing ecosystem. We welcome readers to share their thoughts on the state of the industry by filling out a short survey on what their companies are prioritizing and what challenges they're facing. As a thank-you, we're offering a free report or a discount on Summit tickets. → Read More
Social media is widely used — and deemed particularly effective — by SMBs. But when you dig deeper, it looks like most local marketers are using social media as substitute for display advertising (and to reach mobile audiences) rather than as a uniquely local or even social medium. → Read More
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. → Read More
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 marketing or online-to-offline attribution. → Read More
The report Enterprise Local Marketers 2017: Benchmarking and Best Practices examines current trends in their local marketing tactics, channels, and operations. By analyzing the survey data and correlating digital marketing effectiveness with spending, tactics, and management, Street Fight has identified key enterprise local marketing best practices. → Read More
As enterprise local marketers become experienced with digital tactics they originally used to promote their corporate sites, they are getting more savvy about digital marketing. Today, most of them spend less than a third of their digital budgets on local campaigns and programs, but 40% say they are increasing the local mix. → Read More
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. → Read More
Our analysis of local merchants shows that SMBs are spending more money on digital marketing — particularly social media and email — because they find those channels most effective. But there appears to be some missing links between new customer acquisition and their favorite tactics. → Read More
Our analysis of local merchants shows that SMBs are spending more money on digital marketing — particularly social media and email — because they find those channels most effective. But there appears to be some missing links between new customer acquisition and their favorite tactics. → Read More
Our research suggests that big brands and retailers don't have AI high on their list of local marketing priorities. But it appears that if brands are very email- and direct mail-focused, and that's where they're thinking of applying AI. → Read More
Street Fight's latest report on local merchants is a companion piece to our annual survey of local small and medium-sized businesses, that focuses on vendor strategies for selling local marketing services and up-selling add-ons or suites of offerings. → Read More