2022 Martech Predictions on Retail Media, CTV/OTT, and Messaging
Each month, Street Fight sources expert insights from the businesses in our ecosystem on our theme. This month’s theme is 2022 predictions, and our experts share their takes on the growth of retail media, the battle for consumer attention, the growth of CTV/OTT, and the increasing centrality of messaging to marketing.
2021 Ranking Factors Report Underscores Importance of Google Profiles and Reviews
Three of the most notable trends — the ever-increasing importance of native Google My Business (now Google Business Profile) factors and, in particular, of reviews, as well as the diminished impact of citation building — are reinforced this year, with Google profile optimization accounting for 36% of local ranking, up from 33% last year, and reviews inching up from 16% to 17%, while citations continue at 7%, down significantly in importance compared to their prominent role in earlier years.
LBMA: Supermarket Uses In-Store Data to Drive Programmatic DOOH Ads
In this episode of Location Weekly, the Location-Based Marketing Association covers Life360 acquiring Tile, Albert Heijn using in-store data to inform programmatic DOOH ads, Mondelez Vietnam using AI in a mooncake marketing campaign, and WaitTime bringing load-balancing tech to retail with a Mall of America pilot.
Is Shopify Plus Worth It? Here’s What You Need to Know
So, what version of Shopify do you really need? Shopify Plus is the top-tier option and the priciest, but it offers exclusive features and capabilities designed to skyrocket growth and sales. Learn more about what Shopify Plus has to offer and see if it’s the best choice for your business.
Holiday Marketing Amid Current Supply Chain Disruptions
By using marketing to communicate transparently about potential shortages while at the same time helping shoppers either locate hard-to-find items or come up with alternative gift ideas, companies can overcome the current challenges and actually deepen their relationship with consumers, leaving them well-positioned for when the supply chain does return to something resembling normal.
How Personalized Packaging Can Drive Loyalty and Conversions
The key word here is experience. Opening a box full of bubble wrap or (get the vacuum ready) packing peanuts does not lend itself to compelling video content. What cements a product in the viewer’s mind is the branded experience. This could be personalized tissue paper, a thematic wrap element, clever inlay design, or custom selected product samples, to name a few.
LBMA: Google Enters OEM Vehicle Navigation Space
In this episode of Location Weekly, the Location-Based Marketing Association covers Google getting into the OEM vehicle navigation space, Giant Food piloting mobile deals on perishable foods, Lowe’s launching a “room scanning tool” using LIDAR in their app, and Amazon’s Alexa coming to hospitals and assisted living homes.
Snap Doubles Down on Immersive Ads
Snap has been doubling down on AR — mostly seen through updates to its Lens Studio AR development platform and the evolving formats it offers to brand marketers. This recently culminated in two new programs to further stimulate AR marketing: Snap’s AR Lab and its Arcadia creative studio.
Advertising Costs for Casual Mobile Games Are Down This Holiday Season
While costs will likely continue to fluctuate, the post-IDFA reality is here to stay. Thankfully, there are a few simple steps mobile game marketers can take to better manage their spend and increase down-funnel performance across all categories during the 2021 holiday season and beyond.
How America’s Growing Embrace of Intersectionality Should Inform Marketing
Population growth today is mostly driven by non-white groups, and the number of people who identify as biracial or multiracial has grown enormously – by almost 25 million since the 2010 census. This sends out a clear message to marketers: People are embracing their own multidimensional identities, and brands should follow suit in their messaging.
LBMA: Circle K Teams Up with Pokémon Go
In this episode of Location Weekly, the Location-Based Marketing Association covers CVS rolling out audio prescription labels, Circle K teaming up with Pokemon Go, Precisely releasing a dynamic demographic offering, and Volkswagen embracing AR for Amazon shipping boxes.