SFSW16: Loyalty Must Emulate ‘Cheers,’ Not ‘Minority Report’

Loyalty products ride the crest of big data. They drive engagement and upsells based on customer behavior, and provide the analytics to steer future marketing efforts. But for SMBs, they are also an extra marketing expense and their value is still being established. After five years or more in the market, we’d conservatively estimate there […]

SFSW16: Airbnb Posits Itself as Hyperlocal’s New Face

Airbnb is focusing on posting hyperlocal information as part of its mission to add value and interest in its far-flung listing network. Roughly 75% of its 2.4 million listings in 340,000 cities are located outside of traditional urban centers. North American Regional Operations head Aaron Zifkin, speaking this week at StreetFight Summit West in San […]

Are Loyalty Programs Getting Lost in the Shuffle?

A wide range of innovative loyalty programs are in the marketplace, and they report impressive ROI and user engagement. But are they a high priority for retailers? Many retailers (and their agencies) have been slow to commit to loyalty programs. At ShopTalk in Las Vegas May 16-18, loyalty programs seemed to have gotten lost in […]

Westfield’s CEO at ShopTalk: Goodbye Gap And Abercombie, Hello Ford, Events and Gyms

Mall giant Westfield, which receives 400 million visits a year, has refocused on its mission as a people driver for retailers. The 56-year-old company is ditching a horde of its “me too” suburban malls and reinvesting the proceeds in major fashion, tech and financial centers where technology aids and new partnerships with entertainment and lifestyle […]

MarTech’s Growing Impact on Local, SMB and Niche Marketing

Chief MarTec Scott Brinker MarTech — the integration of software and marketing — is a wild card in the new generation of marketing. The new era of Martech takes into account not only ads and promotion, but content and experience, social and relationships, commerce and sales, data and management. The question for us is how […]

LSA16: Thumbtack Focuses on Creating an ‘SMB OS’

Thumbtack is an SMB sleeper. It has raised $275 million, using it to develop a profile-based, one click referral system. Last quarter, 200,000 service SMBs bought some level of lead bundles, which can be purchased in packages ranging from $10 to $600 per week. Under Thumbtack’s model, service pros only buy the number of leads […]