Three Essential Steps toward Omnichannel Success

Consumers have limited time, detectable habits, and preferences about how they interact with brands. Marketers have become increasingly empowered to know and respond to these preferences on all channels.

As brands leverage opportunities offered by omnichannel marketing and further embrace the technology that unlocks each channel’s capabilities and insights, they will give customers the personal experiences they crave. Beginning the journey toward true omnichannel can be daunting, but the immense value it creates for both customers and brands far outweighs the rethinking, reinvention, and innovations it demands.

Crossing the B2B-B2C Divide: The Next Frontier in Customer Experience

In recent years, the marketing industry has started to discuss the increasingly blurry line between the disciplines of B2B and B2C marketing. For the most part, the conversation to date has been a discussion of tactics and methodologies—but this is only the tip of the iceberg. 

Over the next five years, the breakdown between the B2B and B2C worlds will be dramatic, and the resulting marketing landscape—as well as people’s expectations for messaging—will look quite different than they do today. Let’s look at how this blurring line will soon vanish altogether.

Takeaways From ‘The Other CES 2020’ That Location-Minded Marketers Need to Know

CES provided a unique showcase for the importance of connected TV (CTV); it’s one of the few events that wrangles hardware, media, and advertising companies into the same place for a week. Within digital advertising, this topic is number one, and not outlining your strategy to support CTV in 2020 was a way to cut any CES meeting short. Companies that have moved from video to TV, such as Amobee or Telaria/Rubicon, exciting new combinations of TV and digital assets such as Xandr; programmatic TV leaders like The Trade Desk; and companies that have been long on TV for years such as Samba TV should have a fantastic 2020 ahead of them.

LBMA Presents Location Weekly: Leveld, Canada Goose, Alexa on Broadway

This week on the Location-based Marketing Association podcast: a new app for location-based tool rental platform Leveld; Canada Goose crafting an engaging store experience with snow and ice; and JP Morgan Chase offering DashPass to premium cardholder members.

Asif and Aubriana continue with a groundbreaking step from the longest running musical on broadway, the famous Phantom of The Opera, becoming the first in the industry to leverage Alexa, Earth Fare going with Mood Media for upgraded digital signage, and Sprint & Wirecard teaming up on IoT payments.

How to Capture the Attention of Multiscreen Consumers

We’ll reach for our phones because the TV alone isn’t enough to entertain us, but this constant overstimulation leaves us wanting more. The fact that we’ll often use the ad breaks to check our phones throws the effectiveness of TV advertising into doubt, but the truth is whatever outlet consumers choose, marketers can no longer take a captive audience for granted.

Here are some tips to capture attention in a multi-screen media environment.

2020’s Location-Privacy Winter: The iOS Edition

CCPA isn’t the only factor that will impact privacy and data collection. There are less-discussed and potentially more significant variables like the death of browser cookies and other tech-centric measures. Especially for location tracking, private sector influences and accelerants loom.

5 Ad Tech Predictions for 2020

Charmagne Jacobs, VP and head of global marketing and partnerships at Adslot, shares ad tech predictions for 2020, including the rise of zero-party data, first-party’s data’s increasing importance, the return to contextual ads, and a shift toward more premium programmatic executions.

2020 Arrives: How Brands and Marketers Can Survive the New Decade

Brands have an obligation to adhere to what their customers care about, but given how easy it is for people to digitally project an aspirational lifestyle, it’s no wonder brands are having a tough time understanding who their consumers are and what they want from the brands they support. To combat this knowledge gap and align what consumers say with what they actually do, we need more real-world intelligence.

Dispatch from CES: Giant TVs, Obsequious Gadgets, and Artificial People

I’m fresh from a couple of days wandering the halls of the Consumer Electronics Show, affectionately known as CES — the annual conference that descends upon Las Vegas in January and proffers the latest in technological solutions to improve every aspect of our daily lives. This is my first time attending the world’s biggest technology conference, where 4,500 companies this year are vying for the attention of 180,000 attendees, according to my Uber driver.

As I made my way through the crowds at the massive Las Vegas Convention Center and other conference venues, I tried to get a sense of the common themes defining consumer innovation as we begin a new decade. 

LBMA Presents Location Weekly: Predictions for 2020

Curious about the future? 2020 will be more dynamic for the location industry than the past year.

This week on the Location-Based Marketing Association podcast, we are talking about our expectations and predictions for location-based marketing.

Making Human Connections in the Age of Automation

The end of the decade marks a challenging time for marketers as they attempt to envision the next 10 years. At the turn of the 2010s, no one could have envisioned the advanced AI-powered marketing and campaign automation tools that are available today. 

Despite access to smart technology, modern marketers still must balance multiple factors to create business value for all stakeholders, including eliminating boring, ineffective ads, grappling with the automation myth, embracing the data privacy age, and maintaining ethical AI practices. 

In 2020, Independent Publishers Must Invest in the Quality of their Brands

The door is far from closed to success in publishing, and there are clear paths to prosperity for newer and leaner independent and local outfits. Even as more and more ad dollars go to a handful of giants, publishers have a chance to turn the tide, provided they invest in talent, maintain the integrity of their brands, and build an audience advertisers find worth pursuing.

This Year, Brands Will Seek Out Incrementality

As networks, publishers, and agencies continue to shift to guarantee business outcomes in ad deals (a trend that began earlier in 2019), the concept of “incrementality” will emerge as a key issue for marketers in 2020.

Advertisers today have an incredibly difficult time distinguishing between those exposed to ads who were already going to visit the store (the natural effect, driven by intent and brand identity) vs. those who visited because of that exposure (the incremental effect, driven by ad sensitivity). Quite understandably, we want to know if our advertising campaigns actually work in changing consumer behavior in our favor.

The Marketing Landscape will Transform in 2020. Are You Ready?

Data privacy laws such as CCPA and GDPR are inevitably going to reshape the practice of marketing. In response, we will need to create new avenues to extract value from omnichannel data sources. We will have to use data in more creative ways for personalization that is sensitive to regulations and consumer demands.

We will refocus on optimizing new channels in the customer journey. Permission-based marketing, cognitive uplift, and transparency will be the buzzwords of the year. In some ways, the marketing industry might look fundamentally different this month than it did only weeks ago.

Here are my top predictions for the ways marketing will transform in 2020.

Where to Go from Here: The Outlook for Programmatic Advertising in 2020

eMarketer recently estimated that U.S. advertisers spent nearly $60 billion on programmatic display in 2019, and over the next two years, continued investment in areas like connected TV and OTT will drive programmatic ad spending to $80 billion.

As the ad industry launches into 2020, the ever-evolving programmatic landscape will introduce a fresh set of opportunities and challenges that will shape strategy in the new year. Here’s what to expect. 

The Core 4 Digital Marketing Challenges Multi-Location Brands Experience — And The Tech Solution

One particular area that’s difficult to navigate for multi-location companies is how to best serve highly targeted marketing campaigns to local customers across hundreds or thousands of very unique communities where your retail locations exist. Across the many multi-location brands at which I’ve worked, including national retailer Batteries Plus Bulbs, it’s an issue with which our internal marketing teams and outside ad agencies struggled. 

In this article, I’ll identify four main marketing challenges I believe all multi-location retail marketers can relate to and how to use technology to solve them.

SEO Trends for 2020 That You Need to Know

In 2020, we can only expect the competition for the attention of Internet audiences to become even more intense. More and more businesses appear each day, all raring to get to the top of the search results.

Add to that the fact that search engines, Google in particular, will continue to make changes to their algorithms in the coming year. SEOs must be on their toes to stay on top of the latest SEO trends. Here are some of the changes, which include the further ascendance of video, voice, and mobile as well as premiums on longer content and possible openings for non-Google search engines.

LBMA Presents Location Weekly: One Nation, Tracked; Uber Works; Smart Home Synergy

Location Weekly Episode #445 is ready to help you keep yourselves up to date over the holidays. Starting with a discussion on the New York Times article “One Nation, Tracked,” we also discuss Uber Works launching in Miami, the team-up of Amazon, Apple, and Google to make smart homes interoperable, and Goodwill reaching 1.4M mobile devices with location data via Teemo.

Then vs. Now: 10 Years of Local Search

David Mihm and Mike Blumenthal offer their take on a decade in local search. Among other topics, they take stock of Google’s dominance.

Mike: Now, it seems that the battle to become the hegemon of local has been signed, sealed, and delivered by Google not just in the US but worldwide. Their well-played hand with Android seems to have been the push they needed. And they managed to gain a totally dominant position IN SPITE of the Google Plus fiasco, which started around that time. 

David: Google Plus! I’d honestly forgotten about that debacle already. In our little corner of the world, the fact that Google could waste all those years, person hours, and billions of dollars developing Google Plus and still ascend to its current position in local search shows you just what a colossal opportunity Facebook has missed in this space.

2020: The Year Publishers and Brands Truly Challenge the Walled Gardens

We’ve already started to see publishers and brands start to adopt technology that is beyond the reach of the walled gardens. For brands and publishers reexamining their relationships with the walled gardens, the new year is a great time to determine which channels are adding value and are also future-proof. Only those who own first-party data will be in a position to thrive and fight back against industry changes.