On This Week in Location Based Marketing: Jido Maps, the National Park Service, VR waterslide in Germany, GetMiles, Guess? + Alipay, GrubHub buys LevelUp.
Category: Commentary
Stronger Bklyner Helps Keep ‘News Desert’ at Bay in NYC’s Biggest Borough
In this Q&A, Liena Zagare tells how Bklyner came back from the abyss this year and why, after flipping her business model to rely on her readers for revenue, she’s confident the digital pure-play she founded and edits will stay strong and help maintain Brooklyn as a news oasis.
If We Only Opened Facebook’s App for ‘Time Well Spent,’ Would We Use It Much At All?
If Facebook’s advertisers’ most coveted users are opening its app mainly to scroll through News Feed while waiting for lattés or click on the stray cat video, and if the company truly wants time spent on its app to be “time well spent,” does its core mission even have a viable future?
Location Targeting is Nothing Without the Facts to Back it Up
Doing location targeting right is no simple matter, and common claims about it require further scrutiny. Accuracy of a location through parcel targeting, a rapid refresh audience strategy, and reaching the right people at scale through IP and cross-device targeting will make a major difference in location-based campaign outcomes.
The Enduring Benefits of Mobile Apps for Brands
Thanks to a variety of factors including speed, user experience, personalized messaging, reliable security, and fully customizable content, native apps increase your customers’ connection with your brand, driving more engagement and conversion than a mobile web product ever would.
Survey: Multi-Location Brands Continue to Shift Digital Budgets to Local
Many multi-location brands still find some traditional media more effective than most digital tactics and focus their digital efforts on the corporate e-commerce site or company branding. But an aggressive group of budget shifters are increasing spending across a variety of digital advertising and marketing vehicles, often with a local focus.
Google’s Path to Becoming the Transaction Layer of the Web
“Google is controlling the entire local experience—discovery, presentation, and transaction—and there’s just nowhere for agencies to add value, or make any money from that value,” David Mihm tells Mike Blumenthal in their biweekly column.
LBMA Podcast: Uber, Hyundai & Amazon, Compass
On this week’s Location Based Marketing Association podcast: Compass, Taiwan’s STOMAP, Grocery app Cooklist, Diageo goes AR with Bulleit bourbon, Hyundai + Amazon, Uber’s new features, and HERE teams up with Locomizer.
Top Lesson for News Sites in SF Innovation Tour: Identify Users and Win Them Over One by One
Revenue was, naturally, very much on the minds of the 12 publishers, broadcasters, and other news media executives who took part in the Local Media Association’s June 2018 San Francisco Innovation Mission. But Jed Williams, LMA’s chief innovation officer, said the event focused on audience engagement.
Earn an A+ with Back-to-School Email Marketing
Retailers, have you optimized your email marketing for back-to-school shopping? If not, it’s not too late—there’s still a huge opportunity to capture your share of this year’s lucrative season, with sales predicted to reach nearly $83 billion.
Mobile Coupons Are About to Overtake Paper—Here’s How Retailers Can Capitalize on That
When participants in CodeBroker’s 2018 Mobile Coupon Consumer Research Report were asked just how quickly they would likely redeem a coupon they received via text message, 25% said they would use it within three days. That number grew to 60% when they were asked if they would use it within a week.
Why This Select List of Local News Providers Includes Only One Daily Newspaper
A year-long study of newsrooms in the U.S. and Europe by two Danish journalists has singled out 16 local providers in the U.S. who are meeting the researchers’ main criterion: structural changes “to forge closer ties and stronger relations to their communities and audiences”—with a special focus on journalism over commerce, technology, and business models.
6 Ways to Engage Your Online Audience and Turn Visitors Into Customers
How do you create content that will help you attract new customers, establish long-term relationships with your existing customers, and reach your business goals? Here are six practical recommendations on how to make your content marketing work.
Proving Local Attribution and ROI Remains a Top Challenge for Multi-Location Brands
Outside of budget and time/resource constraints, local marketers at big brands and multi-location retailers continue to rate attribution and ROI as their most difficult digital marketing challenge, according to Street Fight’s latest survey. That’s similar to what they said in 2017.
How Business Reviews Contribute to Local SEO
Local businesses need to pay attention to the reviews that they are getting to make sure that they have an optimized online presence. Reviews definitely play a part in a business’ local SEO, and they also help improve customer interaction and CTR.
Does Google Really Need a Social Network to Succeed at Local?
“The driving vision of Google’s entire local arc is to be able to give a single eyes-free answer to any query with local intent. Social features like reviews, Guides, business owner data, and Q&A are just the means to that end,” writes David Mihm in his biweekly column with Mike Blumenthal.
Performance Partnerships: A Better Way to Define Affiliate Marketing
Performance Partnerships can only exist within a CPA model because the partners win and lose together. This isn’t the case with many of the other channels labeled as performance marketing. Performance Partnerships include everything that people want in their affiliate relationships and exclude all that is undesirable.
As Polls Eagle-Eye News Media, Their Own Work Merits a Close Look
On accuracy, news organizations across the board have to address more forthrightly the public’s concerns about the truthfulness of what is presented. Those concerns do not appear to be as great as expressed in the Gallup/Knight numbers, which exaggerate a widespread talking point about growing distrust in the news media.
10 Ways Apple Can Rebuild Maps to Become an Innovator in Local
As Apple relaunches Maps, I’m eager to see underlying map data improve, but I’d be even more interested if I knew Apple had a roadmap to improve the local data layer. Here are some things Apple should do if the company truly wants to move beyond its second-place status in local.
Why Local Media Firms Are Banking Big on Marketing Services to Grow Revenue
In an under-the-radar move to grow their revenue substantially, local media companies are putting major resources into developing a broad suite of digital marketing services (DMS). Media companies make this pivot as B2Cs rethink their own marketing goals, aiming not just to reach potential consumers but to convert them into paying customers, closing the path to purchase.