“Making TV smarter” has been the mantra for many a failed startup over the years. I won’t tell the sad tale of AOL TV, which I helped build content for. That said, Ourglass is approaching things a little differently: targeting TV out-of-home and looking to make public experiences with the tube more fun and useful.
While marketers always try to understand trending topics among customers, for a national restaurant chain it also means finding ways to listen and react quickly at the local level. Sherif Mityas, who will speak at Street Fight Summit, says his company is working to connect more personally with the chain’s customers.
Building a rapport with customers at the local level can be a challenge for product makers who do not have their own stores. It can be an even more elaborate task for a brand whose products have long lifecycles. That makes it all the more important to ensure digital marketing is cognizant of its customers’ needs, says transformation VP Ajay Kapoor.
A few taps is all it takes with an app to book travel arrangements or order dinner — and while those sound like vastly different services they can intersect in numerous ways, according to Jeena James, global head of travel and local for Google Play. James caught up with us recently to discuss how apps can be contextual on multiple levels.
It’s hard to overstate the importance of location in today’s business innovation dialogue. While consumers are online more than ever before, they continue to live their lives in the physical world. According to the U.S. Department of Commerce, while Americans spent $97 billion online in Q2 of this year, offline retail sales amounted to more than $1 trillion. The vast majority of transactions still occur in-store, and that makes location targeting an immensely powerful tool for brands.
“The biggest opportunity [will materialize] as we start to see technology platforms look at areas outside of their sweet spot,” says the company’s VP of business development. “We’ve heard rumblings around technology companies looking to purchase more agency solutions, as well as vice versa: agencies looking to acquire for tech.”
Conjuring up up a community of drivers and passengers for a ride-hailing service from scratch is no easy feat. We recently caught up with Lyft’s New York City manager Seth Melnick to talk about the challenges of multi-sided local marketplaces and about what the company is doing to extend its reach in the city.
Over 175 entries were received in the Local Visionary Awards, and 35 companies have emerged as finalists, on their way to the awards ceremony, to take place at Street Fight Summit 2016 on Oct. 25th in New York City. The caliber of the entrants across the board was remarked upon by the judges, who delivered close results for the top half of the entrants…
The saying used to be that “all politics is local.” A more appropriate term for the 2016 election cycle might be “all politics is data.” In fact, with their emphasis on audience and local targeting and their growing adoption of programmatic buying, political campaigns have begun to increasingly resemble marketing campaigns.
Implementing technology in retail environments as means of “saving” brick-and-mortar stores has been a consistent theme in recent years. But consumers have sent a clear message that the connected store can’t be about technology for technology’s sake. Smartphones’ increasingly central role in the shopping process, from research to purchase, makes them the logical link between connected shoppers and connected stores.