LocalOnliner Bookshelf: The 2016 Innovation Mission Report Focuses on ‘Culture’

The local media companies have been shrinking and becoming increasingly irrelevant. Yet, they drive on as business entities, raising their circulation prices and reducing their days of operation to cover ad shortfalls. (I mostly stopped writing about traditional local media companies several years ago.) Can they work towards becoming relevant again? Outside of companies that […]

The Evolution of Content Farms (and New Ways to ‘Feed to Beast’)

“Content farms” like Demand Media, Associated Content, Examiner.com and Merchant Circle were once the big bet for filling out blogs. They’d “feed the beast.” Most of the content, however, turned out to be overly-generic and unenlightening. Sites that focused on verticals and required specialization were especially out of luck. But there’s light at the end […]

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 […]