Santa Clara Square: New Ways to Leverage ‘Micro Location’

Malls, college campuses, office parks, stadiums, public transit hubs and other complex real estate are hard to get around and find things. GIS-based technologies such as searchable map kiosks, ad-sponsored WiFi and card linked promotions are helping. They supplement Google Maps. Basic things remain a challenge, however, like finding your ride share driver in the … Read more

Zillow to Buy Trulia; Will Pursue Twin Brand Strategy

Zillow is buying Trulia, its chief rival, for $3.5 Billion in stock. The two companies – both nine years old — have a lot of overlap currently. But after the deal closes in 2015, they will seek to develop two differentiated marketplaces for real estate-related information, which includes house sales, rentals, mortgage and related national and local … Read more

What’s ‘Real’ with Place Marketing? LocalOnliner Chats with The VR/AR Association’s Nathan Pettyjohn

Can’t find the shaving can aisle at Target? Didn’t know about the 4th floor coffee bar at Nordstrom’s? Can an avatar point you towards Jimmy Choo shoes at Westfield Malls and give you some points? Want to kill time at SFO at a new Terminal 1 art exhibit? And about the shaving cream – can … Read more

Expert Insight: Gregg Stewart on National Brands, Local Marketing

Advertising expert Gregg Stewart is the CEO of Third Act Marketing and co-chair of BIA/Kelsey’s National event March 25-27 in Dallas. He has specialized in localizing national brands since 1985 and has previously served in leadership capacities at Wahlstrom, TMP and 15 Miles. Some of the brands he has advised include FedEx, GE, Hilton Hotels, Enterprise Rent-a-Car, United Van … Read more

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 sites. Each vies … Read more

What’s ‘Real’ with Place Marketing? LocalOnliner Chats with The VR/AR Association’s Nathan Pettyjohn

Can’t find the shaving can aisle at Target? Didn’t know about the 4th floor coffee bar at Nordstrom’s? Can an avatar point you towards Jimmy Choo shoes at Westfield Malls and give you some points? Want to kill time at SFO at a new Terminal 1 art exhibit? And about the shaving cream – can … Read more

Localize Brings Data Journalism and 3D Mapping to New York Real Estate

Real estate agents aren’t allowed to “steer” customers by providing information to buyers about critical but subjective things like neighborhood and school reputations. It might lead to discrimination. But in recent years, Zillow, Realtor.com, Curbed and other real estate sites have begun to fill in the gap to provide intelligent insight. In some cases, they … Read more

Centro’s Riegsecker on Local’s ‘Mid-Tail’ Opportunity

The Long Tail in advertising may be SMB-centric. The Short Tail may be ad agency centered media buying, which only go to the Top 100 sites on the Web. If that’s the case, the “Mid-Tail” comes from local publishers, suggests Centro Media CEO Shawn Riegsecker. But these publishers, which rely on high value journalist-based content and integrated … Read more