How B2B Companies Can Survive in a Clickless Search Ecosystem

The dawn of the clickless world might raise alarms for B2Bs companies, and that’s fair. This trend will likely pose a challenge for companies that rely heavily on Google for new business leads — especially small businesses that generate a majority of leads from search traffic. 

However, the clickless world also presents an opportunity for B2B brands to streamline their online presence. In this new ecosystem, B2B brands can generate awareness and encourage customers to contact their business even before a customer actually sees their website. 

Location Weekly: Foursquare Partners with Vistar Media, Yelp Launches Store Visits

In this 452nd episode of Location Weekly, the Location-Based Marketing Association covers Foursquare partnering with Vistar Media, Al Arabia Outdoor using Streach to measure OOH in Saudi Arabia, Walmart shutting down its Jetblack text service, Panera reaching 9.3M with AR campaign, Unilever piloting drones for ice cream delivery, and Yelp launching a new Store Visits product.

Privacy Regulations Shift Location-Based Approaches from Push to Pull Marketing

With the regulations and changes that limit marketers’ ability to reliably track users, location marketing must evolve. Push marketing is likely to become less effective as brands continue to lose access to consumer data.

A tried and true alternative is pull marketing. Pull marketing is an approach that attracts in-market customers to your brand or product. Rather than pushing a brand on the audience, pull marketing draws in customers by using less intrusive methods that don’t rely on personal data. One of the most common forms of pull marketing is search advertising (paid and organic).

How to Stop Getting Bogus Leads from Facebook Ads

Like a discordant refrain, these familiar phrases can feel like they’re playing on loop when following up with potential customers generated from Facebook Lead Ads. Bogus or misleading leads are a huge complaint among advertisers, but there are a few common and useful steps an advertiser can take when building Lead Generation Ad Campaigns to curb the occurrence of false leads. 

Certain aspects are out of our control from the advertisers’ end, such as trusting Facebook users to enter correct and non-misleading information, but armed with this handy checklist, you can audit your lead gen ads, making improvements to stem the tide of bogus leads.  

3 Tips for Attracting High-Quality Leads at Your Next Event

First impressions are key, and it’s imperative that as soon as the lead is ready to buy, your brand is the first on their mind. 

Doing this requires you to understand your leads and deliver a message that appeals to their needs while portraying your brand in the best possible way. This is a big challenge because you want to promote your brand without going overkill and scaring leads away. 

Here are three steps for attracting higher-quality leads at your next event.

Three Methods to Deploy Foreground Data Effectively

For those of us in the location data industry, we must adapt to the new world we live in and find solutions to solve the age-old problems our clients face. Foreground data (data that is captured only when a user has an app open) has the potential to be just as effective and insightful and can offer even greater insights into how people interact in the physical world.

Companies conducting location analysis can use three methods to help keep their solutions robust in this next era of location data; layer in foreground apps, reduce noise, and capitalize on inferences.  

Risks to Consider When Using Public Wi-Fi

The next time you stop somewhere to grab a coffee, you should think twice before taking out your phone and looking for available networks. Public Wi-Fi may be a strong positive overall, but there are dangers inherent to using it, and you need to be aware of them. That’s why we’re going to cover them in this piece — so let’s run through them.

Location Weekly: Google Maps Update; NextNav’s $120M Round for Geolocation Services

The Location-Based Marketing Association covers Home Depot piloting kiosks from Slyce to locate products in store, Google updating Maps with tips, transit, and AR, Air Canada enabling customers to use PayPal, NextNav raising $120M for 3D geolocation services in U.S., Korea’s Lotte going hi-tech to steal customers from e-commerce, and India’s NavIC possibly one day replacing GPS.

“Alexa, Order Pizza!” How Voice Ordering Will Impact Restaurants

The numbers suggest consumers might be ready to start ordering food and beverages via voice, and voice shopping via at-home smart speakers is projected to reach $40 million in revenue by 2022. In 2020, we’ll see consumers leveraging this technology at a growing rate. In advance of this increase in adoption, restaurants will need to ensure they will be compatible with connected consumer devices.

In order to keep up with the likes of Dunkin’, Denny’s and Domino’s, restaurants of all sizes need to optimize their tech stacks and diversify their strategies.

The Risks and Rewards of Today’s Data Privacy Landscape

With media outlets like The New York Times working to educate consumers and legislators striving to protect consumers’ rights with the introduction of CCPA and GDPR, awareness of the possible costs of these privacy trade-offs is growing, and it’s in everyone’s best interest to understand the changing privacy landscape.

That’s why we commissioned a new Privacy Report from Wakefield Research, asking both consumers and marketers about how they feel about the risks and rewards of data practices today.

Garnering Love, Not Likes: Advertising on Instagram

One of the most noteworthy benefits of today’s digital advertising landscape is the variety that comes with testing and choosing which social media platforms resonate most with your brand. If you have decided Instagram is the clear winner for social advertising, keep the many pros and cons of the mobile-friendly platform in mind. This column tackles Instagram’s demographics, measurement essentials, and global thinking.

10 Ways To Provide a Cutting-Edge Retail Customer Experience

Delighting customers isn’t about getting one thing right; it’s about firing on all cylinders, both online and in brick-and-mortar stores, to make an authentic connection with buyers to drive satisfaction and loyalty.

What does that look and feel like? Here are 10 examples of best practices that represent the state of the art in retail CX.

Makeup Product Reviews

Location Weekly: Pinterest Experiments with AR; Zenreach Promotes Walk-Through Metric for O2O Marketing

In this 450th episode of Location Weekly, the cosmetics industry dominates the news. Pinterest is adding an AR make-up testing feature, and L’Oréal is getting personalized with the Perso app.

Atari is blending gaming and hotels, Zenreach is promoting a “walk-through” metric for online-to-offline marketing industry, Havas is partnering with Moving Walls for OOH measurement, and Google is partnering with Coconut Software for financial service reservations feature. 

Email Monetization’s Place in the Changing Horizons of Digital Advertising

We all know that digital advertising isn’t going anywhere. When brands pull back on spending on social and display advertising, they’re putting more resources into other channels. Over the past year, email monetization has gotten the bulk of this attention. 

Using AI to systematically select ads that appeal to a publisher’s recipients means brands aren’t wasting their budgets on readers who aren’t interested in their products, and publishers aren’t turning off their readers by running unappealing ads.

How VPNs May Undermine, Rather Than Protect, Your Data Privacy

Now that ISPs can access everything you do through the IoT, the level of privacy invasion has reached a staggering new high. You don’t need to look any further than the recent Telnet leak of over 500,000 passwords of IoT devices, routers, and servers to understand this. 

This invasion of privacy, alongside the growing angst towards data collection activities of tech giants, has led many to seek safety in the world of virtual private networks. But research indicates VPNs are often insecure.

Protecting People, Not Just Data: What Consumers Trust by Industry Suggests About Privacy

Market research firms ranked second only to financial institutions on our trust index, with 52.7% confirming their trust in market research firms to protect their data, and 8.8% noting a strong trust in the same. Indeed, even though people arguably share similarly sensitive information on both social media sites and with researchers, they are 1.6 times more likely to trust researchers than social platforms.

Why is this? It’s because it is the duty and responsibility of market researchers to foster a relationship of trust by openly engaging people, diligently protecting their data and privacy, and fairly rewarding them for their participation — and it is because that mission is continuously reinforced and communicated.

Don’t Fix What’s Broken. Reinvent the Wheel with a Unified Measurement Framework

By facing the harsh truth that we need to lean into disruption – instead of patching up past approaches or creating inadequate work-arounds – our industry will build something better that helps us increase value in our marketing spend. Shifting to CMM would provide a framework to address the full business (not just marketing) needs, and help us all be ready to adapt through data-driven decision making. And when you can adapt, you can build competitive advantage, evolve, and thrive.

E-Commerce Trends to Watch This Year

The answer to solving the personalization dilemma lies in data. Retailers that are able to both harness and analyze data will be able to make the calculated decisions to improve their customer experience and give shoppers the personalized process they desire. However, only 27% of global retail and wholesale purchase influencers say that improving the use of data insights is currently a top priority. Artificial intelligence and machine learning tools can help dissect the data retailers receive, but it starts with the desire and capability of getting smarter about customer experience.

LBMA Presents Location Weekly: Placer.ai Raises $12M; X-Mode Acquires Assets of Location Sciences

On this edition of Location Weekly from the Location-Based Marketing Association: X-Mode acquiring the assets of Location Sciences, Placer.ai raising $12M, Stasher getting $2.5M to help travelers stow their luggage, MGI acquiring Verve, Kroger launching a new lab on digital grocery innovation, and H&M launching pay later with Klarna in the US.

Capitalizing on the Big Game Buzz on a Shoestring Budget

Iconic moments in Super Bowl history like Oreo’s ‘Dunk in the Dark’ Tweet prove that ads are no longer the only path for creating noise. Smart businesses can capitalize on the game with strategic social content but should not over-rely on it. Instagram and Facebook are notorious for outages during big moments such as Thanksgiving Day in 2019. Twitter has also experienced its fair share of downtime, with outages across platforms lasting as long as 24 hours. 

Instead of zeroing in exclusively on social channels, why not deliver a one-two punch by also serving up relevant content on your business’ blog and website? Here are a few tips to maximize content across marketing channels.