How Consumer Behavior Toward Auto Ads Changed During Covid-19

As one of the largest spenders on digital advertising in the U.S., the automotive industry is a bellwether. Prior to the pandemic, the automotive industry had consistent double-digit growth in digital ad spending. That growth was forecast to continue through the end of 2020 — then, in March, everything changed.

Prop 24 Could Majorly Impact California Data Privacy. Will Businesses Comply?

All eyes are focused on the presidential election today, but for businesses, a ballot initiative in California could have major implications. Proposition 24, known as the California Privacy Rights Act of 2020 (CPRA), is seen by many as an even more stringent version of the California Consumer Privacy Act (CCPA). That has some businesses rethinking how they collect user data and questioning whether they might be vulnerable to lawsuits if the proposition passes.

Retailers Embrace Mobile As Pandemic Holiday Shopping Ramps Up

While this holiday season will be unlike any other, retailers have reason to be optimistic. Holiday sales are set to rise 1% to 1.5%, with e-commerce growing as much as 35%. Consumers are expected to spend between $1.147 trillion and $1.152 trillion between November and January. Much of that spending will happen with large retail chains that have omni-channel experiences already set up, and that has smaller retailers rushing to put their own mobile strategies in place.

How 5 Retailers Are Using AR for Covid-Compliant Try-Ons

With hygiene and customer safety now a top priority, more retailers are beginning to use AR to simulate the try-on experience. Whether they’re “trying on” items at home or in-store, AR tools are giving retailers a way to assist customers in their buying decisions as they virtually test out thousands of products using their mobile devices.

Here are five examples of how innovative retailers are taking full advantage of AR in the Covid era.

Brands Struggle to Strike the Right Tone This Holiday Season

It’s not even November, but the holiday shopping season has already begun. With nearly two-thirds of consumers saying the Covid-19 pandemic has negatively impacted their attitude toward the shopping season, retail marketers are rethinking their approach this year and focusing more heavily on empathy and values when they target younger shoppers.

7 Shoppable Video Platforms

How do you engage customers when in-store shopping is in many places all but obsolete? One solution that brand retailers around the country have been digging into this year is shoppable video. Using recorded and live video streams, brands have been able to capitalize on the shift toward mobile video and give customers direct links to buy their products online.

Here are seven examples of shoppable video platforms brands are using right now.

CCPA’s Impact: Businesses Prepare for Fall Surge in Data Subject Requests

In a customer set with more than 16 million consumer records — with consumer records being defined as a single, individual record associated with a unique email address within a database — DataGrail found that people are largely taking action to control their privacy by exercising rights provided by the CCPA.

Consumers opt-out of their personal information being sold “most” of the time, and deletion requests make up 31% of all data subject requests. Twenty-one percent of consumers have accessed their data thanks to the new regulations.

Putting Context Over Coordinates with New Location Encoding Standard

Context over coordinates. That’s the premise behind a new standard universal location ID called Placekey, which launches publicly today.

By offering a standard for identifying any physical place, the team behind Placekey is betting that advertisers and other data scientists will have an easier time joining disparate datasets and unlocking deeper insights. The platform was developed by SafeGraph, and it’s already been endorsed by heavy-hitters such as Esri, CARTO, Billups, Skyhook, and Nielsen.

GroundTruth Uses Location Data to Reach ‘Pick-Up Loyalists’

GroundTruth has mapped more than 2,900 Walmart Online Grocery Pick-Up zones within Walmart parking lots, which means brands using GroundTruth’s technology can now build accurate custom audience segments comprised of these specific shoppers.

Expanding on that concept, brands should be able to send different mobile marketing pitches to consumers who are picking up groceries via Walmart+’s curbside program and consumers who are getting out of their cars and shopping in-store. GroundTruth’s technology turns location data on Walmart+ shoppers into useful consumer insights for brands.

Holiday Sales Are Starting Earlier Than Ever. Here’s Why

“Retailers are responding to social distancing guidelines [this] year and preparing for potential decreases in spending by kicking off promotions earlier than we’ve ever seen,” says Dosh CEO Ryan Wuerch.

Wuerch says Covid-19 safety protocols require a more elongated approach to holiday marketing. Kohl’s, L Brands, and Macy’s have all referenced pulling forward holiday promotions, and Amazon’s Prime Day later this month seems perfectly timed to pull in early holiday shoppers.

Interactive Maps Help Bring Back Shoppers After Covid Hiatus

As the pandemic has worn on, marketers have begun to ask what’s next. How do you keep open and click-through rates high, even as consumers shift back from e-commerce to in-person shopping? The answer, for many, involves maps.

Just look at Torrid, the women’s retail chain formerly owned by Hot Topic, with more than 600 stores across the U.S., Puerto Rico, and Canada.

Plain Sight Pivots to Help Local Businesses Drive Foot Traffic

Founded by James Chapman and backed by Quicken Loans founder Dan Gilbert, Plain Sight originally started as a way for people to explore professional connections based on location.

With local businesses closing by the thousands, Chapman says he’s envisioning the Plain Sight app as a tool for businesses to promote themselves and increase foot traffic. Businesses can use the platform to develop stronger customer loyalty by engaging with consumers directly. In addition to sharing information about how they are keeping customers safe, restaurants and other businesses can also accept free and paid reservations through the platform.

How Political Campaigns Leverage Location Data in an Era of Virtual Events

Political ad spending is expected to reach record highs this cycle, topping $6.89 billion in the 2019/2020 election period. This cycle’s spending is 63% higher than spending in the 2015/2016 season. Tapping into location data to make that advertising more relevant has taken a bit more creativity than usual.

How Much Is Your Data Worth? A New Tool Will Help You Find Out

Facebook, Google, Amazon, Twitter, Pinterest, and countless other technology giants have expanded their collection of consumer identity data, even as privacy regulations like the European Union’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA) have gone into effect. A new tool from Killi serves as an educational resource, giving people a way to calculate the value of their personal data based on the platforms they use every day.

Killi’s new tool asks consumers to enter their email addresses and select the platforms they currently use. The tool references public quarterly revenues and daily/monthly active users, as well as data aggregators like Statista, to arrive at the value amount of each consumer’s personal data.

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How Burbio Is Turning Calendar Events Into School Reopening Data

Data for Burbio’s School Opening Tracker comes from more than 150,000 school and community calendars. Burbio is actively monitoring millions of events in these calendars, representing more than 35,000 schools, including the 200 largest school districts in the U.S. Events are dynamically updated daily and targeted to the zip code level. This allows retailers, brand marketers, and investors to quickly pick up on emerging trends—like schools in certain zip codes beginning to reopen for in-person learning—so they can make smarter business decisions based on local schooling data in real-time.

How to Use Maps for Local Marketing

Techniques for measuring DOOH exposure and mapping to give cross-device measurement more meaning are being utilized by larger brand marketers, but smaller companies are also getting into the game and finding innovative ways to layer maps onto their local strategies.

Here are five ways that marketers can use mapping technology in their local campaigns.

KickCOVID.us Crowdsources Business Safety Data

KickCOVID.us is one part business directory, one part safety monitor. The hyperlocal mobile website allows consumers to read and rate the relative safety of businesses based on the precautions they are taking around Covid-19.

Look up Cooper’s Hawk Winery and Restaurant, for example, and you’ll see that social distancing is being enforced and some masks are being worn, but no temperature checks are taking place. At Matchbox, a restaurant in Ashburn, Virginia, most people are wearing masks and no-contact delivery is currently available.

How Are Brands Preparing for Native Ratings in Apple Maps?

A foundational element of local marketing strategy could be changing. Rumors began circulating last week that Apple would be giving users the ability to add ratings and photos to local business listings on Apple Maps when iOS 14 releases this fall. That could mean big changes are in store for brand marketers who’ve grown accustomed to monitoring reviews and ratings on a core group of third-party platforms.

Apple’s move into the ratings and review space isn’t totally unexpected, but it’s still causing the local marketing community to question how the update will impact local search and discovery.

Meliá Hotels Uses Local Influencers to Drive Covid-19 Awareness

Brochures and signage are easy to overlook, but social media influencers are harder to miss. As they work to bring back guests during the Covid-19 pandemic, a number of hotel chains are relying on partnerships with social media influencers to educate guests on the new safety protocols they’ve put in place.

More Brands Are Scaling Digital Channels for Customer Engagement — Here’s Why

Communicating with brands on social media has become the norm for consumers. Surveys show that roughly half of all consumers who engage with brands on social media are reaching out about customer care concerns, and more than 65% of social media users across all platforms expect brands to respond, regardless of whether the initial outreach was via private messages or public posts.

Those expectations have only heightened over the past six months, and many brands have had to pivot their customer support and engagement priorities on the fly.