Digital advertising and marketing have long been positioned as “the future” of advertising. But with the rapid changes in media and information technology of the past two decades, the future has arrived. Google recently promoted the idea that “we’re now in an era where digital marketing is just marketing.” But as the industry advances and as new protective regulations around personal data privacy are introduced, it’s also possible that some of the change could involve relying more on previously established methods. Specifically, it is possible that we are on the verge of a return to contextual advertising as the dominant form of online ads.
The machine learning-based tool, branded as Contextual Lookalike Targeting technology, relies on successful patterns of past video marketing campaigns (hence: contextual lookalike) to deliver future campaigns at ideal times and places based on an advertiser’s preferred KPIs.
Urban Outfitters has long used its brand-owned app to deliver messages to customers in the hope of driving conversions. What PlaceIQ and Appboy were able to do was heighten the value being delivered by in-app messaging, using a combination of location and customer activity data.
The idea behind contextual marketing makes a lot of sense. But in practice, contextual marketing is getting pretty hairy, especially for location-based marketing. That’s because context is getting more complicated
For brands and retailers, it’s evident that the battle to win customers will be fought with data — lots of it. But more data could also be too much of a good thing. A new self-service offering from Berlin-based adsquare aims to help advertisers “navigate the data deluge.”
This 12-page report from Street Fight Insights examines the most important emerging trend in mobile marketing: Contextualization. This practice builds on personalization to take into account not just where we are, but when and why we are there.
Drawing on published research and case studies, “Contextualization: Leveraging Location-Based Technology and Mobile to Drive Success for Brands” offers a guide for anyone looking to improve their ability to create more immediate experiences for consumers that drive action, and revenue.
Key takeaways in this report, which was sponsored by Artisan Mobile, include:
- • A comprehensive view of contextualization
- • How to drive engagement, decisions, and sales with contextualization
- • Use cases for contextualization
- • Best practices in contextualization
An early pioneer in data analytics who was instrumental in developing one of Google’s most profitable advertising products, Factual CEO Gil Elbaz believes that one of the technological challenges at the heart of that company’s ascent will come back into the spotlight…
Ad units that work on the web do not work on mobile. Powered by Skyhook Wireless’s Context Accelerator SDK, CardStar launched a new interface that intuitively populates users’ loyalty cards, key tags and deal content based on their proximity to nearby geofenced venues. It resulted in a 2x lift in average session length, 57% growth in daily users and 79% growth in sessions per day…
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology.…At Newark Airport, the Lights Are On, and They’re Watching You
(New York Times)… More on Mayer’s Search Plans for Yahoo: The “Three S’s” and Slipping Through a Microsoft Loophole (Recode)… Apple’s IDFA Crackdown Reverberates Through Mobile Ad Ecosystem (AdExchanger)…
Dentsu has teamed up with Recruit Co. and Qualcomm Labs to create a massive location-based marketing campaign in Tokyo. The campaign builds upon a technology provider’s newly released contextual-awareness software development kit, Gimbal, to dynamically distribute offers to consumers by synthesizing a user’s location and social graph without draining battery life…
Hyperlocal has become one of the most intriguing new ideas for retailers and national brands looking to reach specific markets. Some people ask what the difference is between “local” and “hyperlocal” from a media perspective. I think the difference is clear. Traditionally, “local” media has meant DMA or metro level content such as major metro newspaper Web sites. But they could cover a pretty vast geography. Conversely, “hyperlocal” means granular, community-based or zip-code-level content…
Without pixels, marketing in the digital world would be a guessing game. However, with 90% of all commerce still taking place in the physical world, oftentimes marketers find themselves in the dark, not knowing how their customers are interacting with their brands offline. Enter location intelligence, or as we like to call it, pixels for the real world.
Take a moment to reflect on the past few weeks. Did you stop at a coffee shop on the way to work? Did you work out on specific days of the week at a nearby gym? Are there restaurants you frequent when you are too lazy to cook at home? In a study, published in Nature Human Behaviour, researchers found that people frequent up to 25 places at any given time period. Similar to marketing pixels placed on websites, the ability to understand physical, real-world behavior such as path-to-purchase, visitation patterns, day-of-week preferences, and daily activities fuels more strategic decision making.
According to new research conducted by Braze, a company that specializes in growth marketing automation, direct-to-consumer brands beat non-direct-to-consumer brands with 58.6% higher messaging open rates across channels.
One reason for the higher open rates is because direct-to-consumer brands show greater willingness to use automation and iteration to personalize messages and speak to customers at a point in the journey when it makes sense for them.
One area where restaurants have particularly specific needs is in promoting customer loyalty. Vertical-specific loyalty platforms for restaurants tend to have features and capabilities that more generalized loyalty platforms do not. For example, many loyalty platforms for restaurants are tied to reservation systems, so waiters know customers’ preferences before seating them at their tables.
Although the number of loyalty platforms for restaurants is growing every day, we’ve put together a list of seven important players that anyone who is interested in this space should be following.
Despite promises that they would do better, platforms like YouTube, Facebook, and others are still struggling with the issue. Brands don’t want their ads appearing alongside extremist content and hate speech, but flagging every piece of content that could be considered inappropriate is not an easy task.
The challenge has opened the door for a new industry of “authenticators,” which use technology to help brands avoid inappropriate content online. Using artificial intelligence and machine learning, these technology providers are usually able to evaluate the quality of an ad impression in real-time and help their brand clients avoid anything that could be considered inappropriate. Or at least, that’s what the goal is.
Traditionally, a lot of discussion around location tech as it relates to auto is for marketing and media applications for the dealerships and automakers themselves, where the goal is to sell more cars. That helps the OEM and the dealers, but it leaves an enormous opportunity on the table. We also need to be customer-centric, which means providing an experience that decommoditizes ownership and makes the journey itself a little more interesting. That’s how to keep the miles-traveled metric high, even when fewer cars are being sold.
Applying user data in this fashion requires adherence to a code of data privacy and ethics — starting with a clear and obvious value exchange to the end user (the driver). An owner of a vehicle should clearly understand the benefit in having location data collected. Location data can improve the driver’s experience in three ways.
AR is emerging at a time when the physical retail world is undergoing significant transformation. Things like Amazon Go stores and the counteractive “retail as a service” movement have raised awareness and hunger for retail evolution. So AR’s retail shopping use cases fall on fertile soil.
But retail is just one way that AR intersects with local commerce. AR comes into play in another key local commerce category: home services. Innovators like Streem are bringing remote assistance to traditional service calls (think: busted pipe).
The amount of location data can be overwhelming, making it difficult to understand when to use what information. Even the most experienced marketer can lose sight of the basic principles that guide successful use of location intelligence tools.
Based on our 11 years of experience helping mobile apps leverage the context of their users, we offer the following 10 commandments that every marketer working with location intelligence should keep top of mind to drive a successful marketing strategy.