“Local business partners want to increasingly execute in digital, but there is a reluctance or slowness in the brands or enterprises in shifting their dollars from traditional coverage in marketing and media to digital tactics,” said Paul Elliott of BrandMuscle.
Mark Stouse, CEO and co-founder of Proof Analytics, says there are ways for chief marketing officers to gird themselves in case of market downturns by using data to support their value to the businesses they serve. This is especially critical, he says given the growing control over tech spending that CMOs now command.
Even with a history that spans more than 110 years, the company cannot take for granted that its product will remain front and center with buyers. Dave Schneider, Red Wing’s CMO, spoke with Street Fight recently about keeping the brand connected to its audience and the Wall of Honor, which lets customers share stories about their trusty, well-worn boots.
At a time when customers are accustomed to looking up insurance quotes on the Web or through an app, Edward Gold, advertising director at State Farm, says his company thrives off of its local interactions. He spoke with Street Fight about the approach the insurer takes with marketing at the local level.
Internet marketing company Scorpion has announced this morning that it acquired digital marketer Driven Local. Together, they plan to offer technology, services, localized video ads, and campaigns for local and multi-local businesses across markets such as healthcare, legal, franchise, and home services.
The location data provider has entered into a partnership with GeTui, a mobile internet, push-notification service provider to nearly one billion devices. Under their agreement, the companies plan to jointly develop a machine learning platform to process data about foot traffic and offline consumer behavior from the Chinese market.
Everyone has at least heard of apps for booking reservations or ordering food from restaurants, but there is a deeper transformation underway within the industry. At Street Fight Summit in Brooklyn this week, the NRA’s Perry Quinn moderated a panel about how the restaurants of tomorrow are taking shape.
The days of viewing online and offline retail as completely separate are long-gone. Now major players such as Walmart look for ways to mesh online activity with their in-store operations. The ways these different channels of retail have become intertwined was at the heart of a panel discussion at Street Fight Summit in Brooklyn on Tuesday.