Fresh Chalk Has a New Take on Local Reviews

Despite digital change, recommendations from friends remain one of the most credible forms of marketing. Now, a new startup called Fresh Chalk is aiming to capitalize on that, giving consumers a way to find local professionals with help from their friends.

Like Yelp, Facebook, Google, and other local business directories, Fresh Chalk is aiming to help people source recommendations from reliable, qualified businesses in their own communities. But unlike most other competitors in the market, Fresh Chalk is keeping a tight focus on personal connections.

Startups Adapt to Shifting Privacy Standards

Two steps forward, one step back. That’s what it can feel like to be a technology provider in the location marketing space right now, struggling to strike a balance between the demands of brand marketers and growing concerns over consumer privacy and data regulation.

That push and pull is challenging vendors in the location marketing space. At the same time their firms should be seeing exponential growth, data regulations—including the European Union’s General Data Protection Regulation (GDPR) and California’s forthcoming Consumer Privacy Act (CCPA)—are establishing new rules for innovation.

But some companies are embracing the regulation as a challenge to innovate in its own right.

Vendors Rush to Bring Privacy Verification Solutions to Market

The demand for data privacy is at an all-time high, just as consumer trust in the technology space is at an all-time low. Advertisers are grappling with wasted ad spend and uncertainty over ad verification. The market is in disarray, and technology vendors are hoping they have a solution to the problem.

Just this month, the offline consumer intelligence and measurement company Cuebiq launched a new verification solution for third-party data. The solution gives advertisers verifiable proof of compliance with the European Union’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

5 Consent Management Platforms for Brands and Publishers

For brands and publishers that work with multiple ad tech partners, the process of obtaining user consent for data processing is overwhelming. To simplify the workflow, publishers have started using consent management platforms (CMPs). Not only have CMPs been designed to help brands and publishers obtain and manage user consent, but they also help with monetizing users, even when users haven’t opted-in to sharing data.

CMPs were largely developed in response to the GDPR — most are built on the IAB’s transparency and consent framework — which means the systems themselves are still relatively young. Nonetheless, the popularity of this type of platform has led to a spring of new players entering the space. Here are five examples of CMPs on the market right now.

TRUSTX Takes Aim at Opaque Programmatic Trading Practices

The lack of transparency in the programmatic space has finally reached a tipping point. According to a survey on the state of programmatic media buying, conducted by Digiday, 27% of media buyers say the greatest concern they have with programmatic advertising is the lack of transparency. While many players in the space are claiming that their hands are tied, and agencies continue to push back against audits, upstart technology firms are carving out niches as leaders in the push to bring trust into programmatic advertising.

Marketers Prepare for Father’s Day Boom

With just two days to go before the big day, brand marketers would be smart to ramp up their campaigns now. Researchers at the digital advertising platform ZypMedia discovered that shoppers purchasing gifts for Father’s Day don’t plan nearly as far in advance as they do for Christmas and other major holidays. As a result, last-minute campaigns targeting shoppers are much more likely to have a major impact.

David Shim, Foursquare

After Foursquare Acquisition, Placed Founder David Shim Talks Teaming Up With a Major Competitor

How did a Seattle-based ad tech company move up the ranks to become an industry darling, less than eight years after its launch? And how does the new relationship between Foursquare and Placed, which was previously the biggest competitor to the company’s Foursquare Attribution product, impact the location industry at large?

To find out, we caught up with Placed founder and CEO—and now president of Foursquare—David Shim. Here are his thoughts on what it’s like to go through an acquisition, and how two industry heavyweights who’ve competed for years are finding new ways to work together.

5 Privacy-Focused Data Marketplaces

Just 27% of adults feel like they have “some control” over how their personal data is used by mobile apps and services, according to a recent survey by Mobile Ecosystem Forum. The desire to have more say over how personal data is used is leading to a new technology vertical, as next-generation data brokers put together marketplaces where consumers can offer up their own data to brands in exchange for cash and other lucrative incentives.

Here are five examples of services that consumers are using to take control of the data they share with advertisers and keep their private information private.

Retail Insights: Inside The Vitamin Shoppe’s Omnichannel Strategy

The data that The Vitamin Shoppe collects in its CRM is used to create 360-degree views of each customer so that in-store associates can see in real time when customers have earned new awards and offer more personalized product recommendations based on previous purchases.

Allset Redefines Its Position in the Mobile Ordering Space

Standing out in the mobile ordering space isn’t easy. GrubHub, Uber Eats, Door Dash, and dozens of other mobile ordering platforms are competing for business in what’s already become a tight market. So how does an outsider break into the business, and break away from the competition?

For companies like Allset, the answer is to create entirely new services that competitors aren’t offering.

Visual Search Moves Beyond Experimentation and Into Prime Time

After years of experimentation and broad discussions about how visual search would someday take hold, it’s clear that the future has arrived. Visual search has moved into the mainstream, and companies like Pinterest, Instagram, and even Google are paving the way for consumers to engage more deeply with the products they find online.

As visual search moves into the mainstream, questions are intensifying over what impact the medium will have on SEO and traditional search metrics.

As GDPR’s One-Year Anniversary Approaches, Where Are We Now?

One year in, it’s clear that the full impact of GDPR still hasn’t been felt. The regulation is structured in a way that puts less pressure on large companies than smaller businesses, and that’s something that regulators will have to continue sorting out. But the changes Europe’s law portends are undeniable: Privacy legislation is coming to the United States, and the data collection practices that made many Silicon Valley pioneers rich will never be quite so unbridled again.

5 Visual Marketing Platforms for Brands

Amazon, Alibaba, and eBay are just a few online retailers with new visual search tools, and social media platforms like Snapchat are letting users take pictures of items to buy on Amazon and Pinterest. By using enterprise-level visual marketing platforms, brands can capitalize on their visibility across the web and drive more revenue from the images and other content their customers are creating.

Here are five visual marketing platforms that brands are using right now.

Does Influencer Marketing Have a Transparency Problem?

Although the average share of budgets spent on influencer marketing is just 10%, that figure is growing as visual platforms like Instagram, Snapchat, and Pinterest see explosive growth.

The problem? Brands are often focusing on misleading vanity metrics in an attempt to justify those investments. For example, many marketers track follower counts as a primary indicator for determining brand and influencer partnerships. Growing evidence shows that follower counts do not equate to true impressions or reach data, giving brands a false sense of how their campaigns are performing.

As AI Adoption Accelerates, Brands Search for Competitive Edge

In Gartner’s 2019 CIO Survey, which included more than 3,000 CIOs from 89 countries, AI technology was ranked as the technology most likely to be disruptive. Despite their enthusiasm for AI, CIOs showed a lack of certainty over the best way to implement the technology and get their newest marketing strategies off the ground.

That uncertainty has the potential to negatively impact brands’ bottom lines, and it’s an issue that industry insiders like Cerebri AI co-founder Jean Belanger are working to combat.

Zenreach Attract Connects Online Ads to In-Store Results

Online metrics, like click-through rates and return-on-ad-spend, can quickly show ecommerce retailers how well their digital advertising campaigns are working. But what happens in the real world? The KPIs used in ecommerce mean almost nothing to brick-and-mortar merchants. In fact, digital approximations can actually cause merchants with physical locations to overspend on certain audience segments, while undervaluing others.

That’s something Zenreach is trying to change.

6 Influencer Marketing Platforms for Brands

As some of the most visual social channels, Instagram, Snapchat, and Pinterest have become important tools for brand marketers. These are also the channels most likely to be used by so-called “influencers,” the social media stars who frequently partner with brands to promote products to their online followers. Influencer marketing has become a big business, with 31% of retailers now working with brand advocates to become influencers and 28% using paid celebrity influencers to spread the word about their products and services.

Here are six popular influencer marketing platforms being used by retailers and brands right now.

Retailers Use Visual Channels to Attract Last-Minute Mother’s Day Shoppers

Spending on Mother’s Day is expected to reach $25 billion this year, with consumers flocking to department stores and florists in search of the perfect gifts for Mom. The bulk of that spending will happen in the next few days, as foot traffic data from the location platform GroundTruth reveals that Americans tend to wait until the very last minute to shop for Mother’s Day gifts.

What are retailers around the country doing to prepare for the onslaught of last-minute shoppers? More than ever before, retailers are leaning on visual marketing opportunities to drive last-minute sales.

Brands Push Forward with Automation, But Privacy and Creepiness Concerns Remain

“Marketing automation is all the rage. Everyone feels like they need to ‘do it’ or they’ll be left behind. That rush to do the latest ‘new thing’ without thoughtful planning often leads to failure,” says Winston Lord, co-founder of Venga, a guest management platform that uses automation to enhance customer experiences. “It’s critical to build a 360 degree view of your client and your strategy before implementing marketing automation.”

How Forward-Thinking Brands Are Leveraging Automation

Global brands—the kind that can afford huge teams of in-house marketers—are increasingly relying on marketing automation tools to manage triggered email campaigns, prioritize leads for sales, and leverage mobile campaigns across their customers’ journeys.

Here is how five top global brands are deploying automation to improve the way they interact with customers.