A new report indicates that email marketers with holiday-focused campaigns might inadvertently be lowering their open rates and hurting their chances at financial success during one of the most critical times of the year.
Assessing the effectiveness of drive-to-store campaigns by measuring incremental visits generated is the gold standard for the location-based marketing industry, but that standard has been lacking in established, industry-specific points of comparison. Enter S4M, which has released a new calculator based on industry-specific cost per incremental visit standards.
The high-end furnishings brand Annie Selke uses direct mail catalogs and flyers to tell the company’s story, before ultimately driving most shoppers online to complete their transactions, explains Cindy Marshall, chief marketing officer for the Massachusetts-based brand. It’s also working with 4Cite’s cart-abandonment program and the vendor’s other tools.
With the understanding that applications are more valuable when they show future outcomes, as opposed to past results, the business intelligence firm Logi Analytics is launching a product today that will allow users to access and leverage future insights, enabled by machine learning, directly from their existing applications.
By launching a Conversational Advertising product, Drift is looking to create a new category of online advertising—one that leads potential customers directly from digital ads to real conversations, without relying on the types of static landing pages and lead forms that tend to slow sales processes down.
Location marketing is changing the way people shop in the real world, potentially decreasing the role loyalty plays in purchasing decisions as consumers prioritize convenience. According to the results of a new study commissioned by the location marketing platform Uberall, 82% of shoppers have done a “near me” search on their smartphones.
In a move that highlights just how important customer feedback data has become to mid-size businesses, the global payments and commerce juggernaut Verifone recently announced that it’s partnering with TruRating, a comparatively small but influential customer insight company that specializes in point-of-sale customer feedback solutions.
The number of big brands moving their marketing in-house is growing, but whether that decision actually leads to lower costs and faster turnaround times is still a hotly debated topic. Holly Robowski, associate director of paid media at Cardinal Marketing, offers a perspective contradicting the pro-in-house zeitgeist.
While it has become commonplace for hotels and restaurants to check their TripAdvisor ratings on a regular basis, the process breaks down as the size of the business grows, causing brands with hundreds of locations to struggle. The digital location marketing platform Uberall is trying to change that.
Startup Happy Returns, based in Santa Monica and founded by alums from HauteLook and NordstromRack.com, offers a way for shoppers to return e-commerce purchases at real-world kiosks. Beginning this fall, Happy Returns will be setting up kiosks—which it calls “Return Bars”—at five campuses around the country to capitalize on the returns generated by back-to-college online shopping.