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Retail Performance Platforms Can Boost Brands in a Cookieless Future

Brands searching for ways to connect, understand, and engage with consumers throughout the omnichannel journey can find an abundance of data through retailer performance platforms that can be impactful, actionable, and measurable in future campaign planning. These platforms can offer onsite (such as sponsored search and display) and offsite (such as digital out-of-home and social media) opportunities for brands to attract shoppers, and these advertisement opportunities can then be measured and analyzed, leading to more valuable interactions.

LBMA: OH! Media Releases Audience Intelligence Hub

In this episode of Location Weekly, the Location-Based Marketing Association covers Trader Joe’s launching a special app for those with autism, OH! Media releasing its “Audience Intelligence Hub,” Ladorian & inReality partnering to personalize in-store screen messages, and Ulysses trying to monetize location data from every car on earth.

8 Steps To Effectively Promote Your Local Business on Social Media

For small and local companies, establishing a strong social media presence is a key factor for success. Here are eight steps to effectively sculpt that presence.

Should You Change E-commerce Platforms? Pros & Cons

If you’re running a long-standing e-commerce store, you may be wondering how you can do more to take advantage of these favorable circumstances. One option is migrating your store to a new e-commerce platform. Could a new foundation be the key to reaching the next level of online retail success? Let’s weigh the pros and cons.

4 Things to Consider When Choosing a Universal ID

Preparing for a cookieless future means getting on board with Universal IDs — there are many in the space and in the spirit of the open web, you’ll likely be working with a number of them by the end of the year. The choices that you make at this point are important, as these are long-term relationships with meaningful impact on the bottom line. So, be thorough — while there are many Universal IDs to choose from, they’re far from the same. The countdown to the demise of third-party cookies is minutes away from midnight, so start your evaluation now to ensure you don’t rush into a poor decision.

LBMA: Can FLoCs Replace the Third-Party Cookie?

In this episode of Location Weekly, the Location-Based Marketing Association covers Google’s FLoCs as an alternative to the disappearing third-party cookie, the AR platform Beerscans turning beer labels into augmented reality experiences, Krispy Kreme offering free donuts to encourage vaccination, and GroundTruth acquiring Addy.

On-Page Content Differentiation: The Benefits of Location-based Messaging

Content consists of more than just your copy block, though it’s a great place to start. Adding product information, featured collections, and highlighted services are all elements that enhance your on-page content strategy. Understanding what’s popular in that specific area and how customers are searching for your products or services in that area can help guide your content strategy to differentiation and success. Therefore, it is key to create content attuned to regional differences, or location.

The Covid-19 Pandemic at One Year: How Payments Have Changed Forever

The payments industry will move forward from the seismic shifts in behavior we’ve seen to new puzzles: how to make a card top of wallet, how to expand the on-demand economy to new product groups, and how the Buy Now, Pay Later space evolves in time. But the changes we’ve seen will impact the course of the industry for years to come. How merchants and payment providers adapt to these changes will have a key part to play in how they recover from the impact of the pandemic.

How Audio OOH Can Withstand Emerging Privacy Regulations

Audio OOH enables advertisers to reach the right audience, and reporting tools can help them decipher how their audio ad influences a customer’s path to purchase. This type of product-level transactional data will be crucial as advertisers continue to clash with harsh but growing privacy regulations.

FocalPoint Raises $8m to Improve GPS Accuracy

In this episode of Location Weekly, the Location-Based Marketing Association covers TmrO app creating connections between freelancers and the music and film industries, FocalPoint raising £6 million to improve GPS accuracy, Chipotle investing in driverless company Nuro, and Whole Foods tapping into AR cosmetics try-on tools.

The Privacy Endgame

There is an endgame that can put a stop to drip-drip privacy changes. A reality in which large corporations go back to not knowing the intimate details of their consumers’ lives and are still able to use technology to provide better user experiences through hyper-personalized engagement. A reality in which consumers can enjoy personalized experiences at exactly the right moment without broadcasting their location to anyone. A reality in which it is technology, not fine print, that protects both consumers and corporations.

The Deprecation of Cookies Leads to a New Probabilistic Playbook

The upshot is that deterministic approaches via walled gardens will still have importance, but they will simply become a strategy play as opposed to a catch-all approach for digital marketing. It’s apparent that any brands buying or relying on deterministic audiences need to augment their solutions to ensure they meet their ongoing campaign goals.

How Deep Learning Can Boost Small Businesses

With e-commerce and the reach afforded by the internet, local businesses now have the opportunity to look beyond their community to find customers and generate enough revenue to keep afloat.

Contact Centers Should Be Marketing Engines

With so much now happening in the contact center, it seems it is indeed an often untapped source of marketing gold — if marketers can glean meaningful insights out of it. that is. So, how can marketing executives accomplish that?

Reveal Mobile Logs a Patent on “Custom Tagging”

In this episode of Location Weekly, the Location-Based Marketing Association covers Safegraph raising $45M, the bLinkup app providing Covid safety ratings on bars and restaurants, Reveal Mobile receiving a patent on “custom tagging,” and Apple dropping a hint at wearable tech with a new patent of its own.

Google’s Ad Changes: The King Just Built a Moat Around His Castle

The initial frenzy over Google’s news regarding its latest privacy updates has abated, and now it’s time to really think about what it means – for Google, for brands, and for the industry as a whole.

As governments have lit a fire under brands and consumers have become more data-conscious, the future of marketing and advertising is unfolding before us. Let’s take a dive into what it all really signifies.

Brand Marketing 2.0: Brand is Back, But Expectations Have Changed

The allure of immediately seeing metrics like clicks, downloads, or form completions outweighed instincts to make investments that pay dividends over the longer term. No longer.

Sprint to Success with Agile Marketing

Even though agile marketing has been around for a couple of decades, keep in mind that it’s a modern approach for today’s marketers — in keeping with the focus on data. With the right martech to support performance measurement needs (using metrics that are credible outside of marketing), you can sprint to success with agile marketing.

Retailing in the Post Covid-19 World

Throughout the pandemic, lockdowns and safety restrictions have forced retailers to tweak their operations and strategies in accordance with changing circumstances around them. AI has played a key role in helping retailers adapt to the conditions of today and those on the horizon.

With that in mind, here are three key areas where AI is helping retailers cope with the effects of the Covid-19 pandemic.

Contextual Ads and Brand Suitability Are the Future of Targeting

Cookies and blocklists put brands on the back foot. Brand suitability draws on perception and customization to make sure that surrounding content makes sense for the brand’s image and customer base. And, when you combine this with context-informed targeting and human intelligence, brand suitability is the more powerful approach to engage with today’s consumers and customers in a way that also helps to future-proof today’s savvy brands.