Live from Street Fight Summit – NYC
Thursday, October 24, 2013
Al Cupo, Vice President, Local Media Association
The “2013 Street Fight Summit” in NYC has attracted a broad range of participants from media outlets to national retailers to tech companies. The first two summit sessions focused on how to reach, engage and serve consumers.
Urban Airship CEO Scott Kveton’s keynote presentation, “Putting Location Into Context,” was all about mobile. Kveton made the point that whatever a business does with their mobile app it must improve the consumer’s life. This is the only way a business can hope to keep their latest and greatest app on the consumer’s mobile device. Kveton noted that an app should delight the user with its content. As an example, Starbucks offers free music downloads direct from their app. Another suggestion is to zero-in on unprecedented relevance with precise and dynamic offers using all available information. This includes serving customized messages to current shoppers and specific offers to consumers based on their location; the further away, the better the offer needed to drive the consumer to the store.
The next session titled, “Redefining Search in the Age of Commerce,” brought together some of the largest names in the search business including Yelp, Yext, Bing and LocalSEOGuide. Each of the panelists spoke specifically about how search results can be improved and how their companies are working to enhance the user experience. Duane Forrester, senior product manager at Bing noted, and all panelists agreed, that companies both large and small must ‘mark-up’ or code their website information to enable more relevant and personalized search results. He continued that something as easy as coding a street address, store hours or special offers would dramatically improve click through rates. Forrester also noted that the better the search information provided by the business, Bing would serve more results. Peter Curzon, business development at Yelp provided an update regarding Yelp’s new transactional platform. The platform allows users to store their personal information and previous search results in one place for easy access. Yelp is considered the top-end channel of the consumer conversion funnel. Like Bing, they rely on robust and accurate information from local businesses to engage the consumer and drive traffic to their locations.