ZenReach’s Big Bet on SMB WiFi Access

Online to Offline (O2O) marketing hasn’t grown as quickly as expected, in part, because registering for it is too hard. Now, former eBayLocal head Jack Abraham is introducing ZenReach, a simpler O2O service with minimal “friction.” ZenReach is based on plain vanilla WiFi access that a network of SMBs will provide to consumers in exchange […]

New Directions for The New Hyperlocal: Mobile, Big Data Opens Up The Doors

Hyperlocal has been widely seen as a failure in the wake of AOL’s huge loss from its investment in Patch. But new life has been breathed into hyperlocal via mobile-based geotargeting and the contemporary grab bag of Big Data resources. NextDoor, Everyblock, and LocalBlox are among the leaders of a new generation of mobile-oriented hyperlocal […]

Recent ‘Greatest Hits’ at NextWaveSMB

Lots of good stuff on NextWaveSMB, our sister site. Valuable SMB-centric articles are posted 2X a week. Here are excerpts from a selection of recent posts (Click on the title for direct access.) 1. SMBs’ Stake in The Internet of Things: A Discussion with Chuck Martin Internet marketing has rapidly, unpredictably evolved in recent years. […]

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 […]

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 […]

Closing the Loop: Online Loans Help Drive SMB Marketing

There is an increasing amount of overlap between front office functions (advertising, marketing, PR, presence management) and back office functions (human resources, scheduling, delivery, payment processing, accounting, business analysis). ReachLocal, for instance, has been delivering services on both ends with ReachEdge. It isn’t alone. A number of companies are engaging in “A Commerce” (Appointment Commerce), […]

Local Onliner Bookshelf: The FinTech Book

The application of Financial Technology is a major part of our vision for local ‘close the loop,” transaction marketing. As an executive from MasterCard Advisors noted during one of our 2011 events, “You are what you buy, not what you search for.” Customer analytics, prepaid deals, loyalty programs, card linked offers, small business loan programs […]