We’ve kicked off 2019 with themed content for January (Beyond the Screen), February (Word of Mouth), and March (Targeting Location). We now roll into April with Automating Local: a look at how AI is impacting local commerce and marketing. How is it empowering local marketers, and who’s doing what? How are sub-sectors like “retail-as-a-service” bringing AI into retail to transform shopping experiences and empower retailers with new functionality and customer data?
As data science continues to collide with digital marketing, customer behavior metrics are reaching new levels of actionable insight. But counteracting that advantage is the growing fragmentation of devices and platforms used in the path to purchase, making it harder to get a single view of the customer.
This is the world of customer data platforms (CDPs), and it is where Amperity hangs its hat. With a technological edge and specialization in identity, VP of strategic services Matthew Biboud-Lubeck explains to us on the latest episode of Heard on the Street how the company helps brands get the insights they need to better serve their customers.
5G goes far beyond just a speed boost. The quantitative advantages are joined by qualitative factors that will enable all kinds of new consumer use cases and content delivery strategies. This notably includes more precise location tracking/targeting and even some indoor use cases (think: retail). 5G-enabled phones will phase in over the next three years. Then, it’s off to the races.
Video has always been a coveted ad medium for local businesses. It carries a certain vanity factor and a high perceived ROI (and real ROI, depending on other factors). But one barrier has always been the creative production, which often results in low quality. We’ve all seen those cheesy auto-dealer ads. Fortunately, technical barriers are lowering, says Waymark CEO Nathan Labenz in the latest episode of Street Fight’s Heard on the Street Podcast.
Things are changing rapidly in the world of location-based media and commerce. As a key media and publishing entity at the center of those industries, Street Fight is likewise changing. Over the coming weeks, you’ll notice new things. Our look and feel has changed to better reflect our publishing goals and persona. You may have already noticed a cleaner and more organized layout. We’ll continue to optimize that, including topical filters and categorization for key topics of location technology.
Our new year’s resolution at Street Fight is to better optimize and structure our publishing and content output. So we’ve launched monthly themes—an editorial focus that zeroes in on key subtopics of location tech and commerce. This thematic approach joins ongoing daily reporting. We’ve already started with themes for January (Beyond the Screen) and February (Word […]
Mike Boland: A recent and relatively understated development from Google could portend the future of augmented reality. Its previously teased “VPS” was released into the wild for a small set of users. For those unfamiliar, VPS (visual positioning service) guides users with 3D overlays on upheld smartphone screens. Sort of a cousin of AR, this type of experience could represent the sector’s eventual killer apps. Though we’ve seen the most AR success so far in gaming (Pokemon Go) and social (Snapchat AR lenses), it could be more mundane utilities like navigation that engender high-frequency use cases.
Even in a hyper technology-driven world, one of the most influential forms of local marketing remains word of mouth. But of course that universal principle has taken on new digital formats, including social influence and good-old local business reviews. Reviews optimization is the name of today’s game. We spoke to TripAdvisor Restaurant Division Lead Mark Goloboy on the latest episode of Street Fight’s Heard on the Street podcast to find out how his company is innovating in reputation and identify best practices for businesses.
Several Superbowl ads touched on key themes in local such as multi-location brand advertisers (Burger King) and locally relevant technology like voice search (Amazon Alexa). And of course, there were lots of car commercials—an inherently local product category given the offline shopping component.
Last week, location technology company Foursquare announced its new Pinpoint audience segments product. Building from its large corpus of data on places, spatial movements and behavioral patterns, Pinpoint represents the latest in Foursquare’s evolution as the “location layer,” for the internet. We got the chance to sit down with Foursquare CEO Jeff Glueck in San Francisco to find out more. Here is the full interview.
We’ve been hearing a lot about “retailpocolypse,” which raises the question of what 2019 has in store for retail (excuse the pun). This question threaded the many topics we batted around with Perch Interactive CEO Trevor Sumner on the latest episode of Street Fight’s Heard on the Street podcast.
Mike Boland: Any entity competing for local commerce—publishers, brands, ad-tech players—has a looming platform choice for voice. Like the platform wars between iOS and Android, it’s a matter of deciding where to apply finite resources and development muscle. Maybe the answer is “both” Google and Amazon. But for now, Google appears to have the lead.
Mike Boland: AR may not play out in the way you think, at least in the near term. Though it’s generally thought of as graphical overlays on your field of view, another “overlay” could be more viable in the near term: sound. This “audio AR” modality could come sooner than—and eventually coexist with—its graphical cousin.
What are the latest developments in location-based advertising and marketing for large national brands? This question anchored the many topics we batted around with Location3 chairman Andrew Beckman on the latest episode of Street Fight’s Heard on the Street podcast.
Mike Boland: Given the attribution possibilities, its scale, recent delivery partnership with Starbucks, and existing Uber Eats infrastructure, Uber’s move into advertising looks pretty inevitable. Of course, it would have to gain internal competency as an ad company, so look for acquisitions or talent hires (or both) in 2019. And look for more rhetoric about the latest company to challenge the duopoly, this time in a very local way.
Mike Boland: The innovation including and surrounding cashierless checkout goes beyond payments to affect a broader set of functions like supply chain, inventory management, and store layouts. It’s like a retail toolkit in a box, with cash-flow friendly pricing, à la SaaS. You may have heard of it: It’s called retail as a service (RaaS), and it could transform the next decade of retail. Amazon will lead the way.
What are the latest developments in local search ranking factors and SEO? These were a few topics we batted around with Local SEO Guide CEO Andrew Shotland on the latest episode of Street Fight’s Heard on the Street podcast.
What’s driving AR today? And what does it mean for big consumer brands? Our lead analyst Mike Boland tackles these questions in this week’s Road Map column, which delves into the tech giants’ investments in AR and what they mean for the future of XR-driven brand advertising.
What are the latest tactics in localized marketing, and how do they map to retail strategies as we enter the holiday season? This was the topic we batted around in a Street Fight roundtable for the latest episode of the Heard on the Street podcast.