The Fight Against Facial Recognition Tech

Microsoft and Amazon suspended their sales of facial recognition technology to police departments in recent weeks amid nationwide protests against police brutality. IBM went even further, ceasing its research on the subject altogether.

It might be clever and intuitive, but facial recognition technology is highly invasive. Little wonder, then, that across the world, people are joining the fight against its implementation.

Data Enrichment, Your Business, and Your Career

Creating great customer experiences is ultimately what matters most, and this requires a single customer view and data enrichment techniques for a deep understanding of your customer. Organizations that rely on only first-party data are at a disadvantage. They risk missing out on valuable new information as time passes. For example, did your customer just move to a new state or buy a new home? 

How Connected TV Ads Help SMBs Recover from Crisis

One medium that will be especially helpful in the recovery is connected TV (CTV). About three-quarters of households own connected TVs, so SMBs can easily reach the public through this ad-supported medium as life returns to normal.

There are many opportunities to excel both in the current and post-pandemic marketing landscape, but businesses will only be able to take advantage of them if they intelligently create demand. Because of this, SMBs should use audience and measurement data to inform their CTV advertising strategies as markets reopen.

Location Weekly: Pinterest Dives into Visual Commerce

In this episode of Location Weekly, the Location-Based Marketing Association hosts Senior IT Manager of Mall of America, Patrick Wand.

The team also covers Incognia launching in US with its location behavior biometrics platform, Liquid Core Gum Co. installing Space Station touch-free gum dispensers, and Pinterest letting its users shop with their cameras.

Why Consumers Want Coupons — And What Kind They Value Most

Amid ongoing reports of consumer fatigue with coupons and declining coupon redemption rates, there is a ray of hope for retailers—mobile coupons. While consumers have a wide range of preferences in terms of their mobile engagement, CodeBroker’s mobile consumer research, based on input from more than 1,500 consumers around the country, offers one takeaway that applies to the masses: Mobile couponing works. There are a variety of reasons that this is the case.

The Changes Mobile Publishers Must Make during the Economic Recovery

As we modify stay-at-home orders, the news is mixed for mobile publishers. Content consumption during quarantine rose as much as 80%. But advertising has suffered — 38% of advertisers halted all advertising, while 45% paused mid-campaign. It’s an ugly paradox — consumers value their mobile devices more than ever, but publishers are struggling to monetize that value.

Here’s how mobile publishers should prepare for the uncertain road ahead.

Why IP Targeting Has Never Been More Relevant

A lot of money has been invested in slicing, dicing, and tying data to IP addresses to give rich profiles of online users at a very granular level, such as the sub-postal code, and in many cases ZIP-plus-4. IP targeting is certainly not down to a household level, as that defeats the privacy-sensitive nature of these solutions. Plus, IP addresses and internet infrastructure are not really made for that type of targeting. It’s not something that can be done.

But you can get much deeper profiles of behavior once you know that type of granularity around a user. If a business traveler is at a point of interest, for example at a hotel, he or she will have different interests than a residential online user. That involves building context around users―a very valuable evolution in IP targeting.

The Future Isn’t First-Party or Third-Party Data. It’s Earned Data.

Google’s recent announcement of its intention to phase out third-party cookies in the Chrome browser over the next two years, in addition to sparking plenty of speculation and doomsday prophecies, has led to much discourse over what a future driven by first-party data, as opposed to third-party data, might look like for marketers. 

But there’s a lesser-known type of data that’s being left out of these conversations—one that sits in between first- and third-party data and delivers both accuracy and scale. It’s called earned data, and it warrants the attention of every marketer who’s planning their transition to a cookieless world right now.

Location Weekly: PayPal Facilitates Contactless Payments

In this episode of Location Weekly, the Location-Based Marketing Association hosts Vanjo Wandscher, Group CEO, ROQQIO Commerce Solutions.

The team also covers Westfield’s Mall of the Netherlands using LEDs and AR to drive social distancing, MapinHood ensuring social distancing on sidewalks, and PayPal facilitating QR code contactless payment.

The Impact of Covid-19 on Local Search for Healthcare

On March 20, the Google My Business team announced they would disable reviews and Q&A (since restored) in order to conserve human and machine bandwidth for critical updates. New listing creation and verification was also temporarily disabled. Google made these moves, in large part, in order to ensure that listings in critical categories, especially healthcare, would remain up to date.

The Google My Business product team also rushed to create new features in response to the crisis, such as a “temporarily closed” flag in the GMB dashboard and prominent attributes showcasing the availability of services like pickup and delivery. Healthcare was a primary focus in this phase of new feature development, which is still ongoing.

The Importance Of Marketing Localization During Times Of Disruption

In 2020, organization and transparency will be key for retail marketers. In the short term, retailers must identify and optimize existing technologies to stay afloat. In the longer term, the focus should be on evolving shopping behavior and enabling transformation through technology. Knowing that Q3 will be a critical quarter for retailers as Covid-19 lockdown policies begin to lift, retailers must plan their comebacks now, and that begins with a strong digital approach. 

Covid-19: How Brands Can Adapt to a Shifting Landscape and Changing Consumer Behaviors

All generations, especially more technically adverse baby boomers and those older, have tried out delivery apps such as GrubHub or UberEats to get their favorite restaurant food delivered and grocery apps to have food and household items safely delivered. These newly formed habits may not be as intensive when we return to our “new normal,” but the depth and breadth of social media and digital usage will stay. Consumers aren’t going to uninstall Instacart after social distancing is lifted if they’re now accustomed to the convenience of ordering groceries online. That leap has been made, and while they may not use it every time they shop, consumers will continue to use it, when needed. 

With all these changes, it’s important for brands to shift their social media strategy to meet the demands of consumers and connect with them in the channels they now frequent more often. Here are some of the key shifts to keep in mind.

Location Weekly: GroundTruth and Yext Partner, Facebook Unveils Shops

In this episode of Location Weekly, the Location-Based Marketing Association hosts Mike Peters, CMO, Optimizers, and Head of LBMA Sweden.

The team also covers GroundTruth and Yext announcing a new partnership, Reveal mobile releasing a free version of its Visit Local platform, and Facebook Shops launching in the U.S.

Location Data Companies Rise to the Challenge of Covid-19

The location data market has responded to many external pressures in recent years. Guided by new privacy regulations such as GDPR and CCPA as well as operating system updates by Apple and Android, the industry has put the consumer back at the center. The old days of capturing data and selling to ad tech firms without permission are over.

These shifts are good news for society. But they are also good news for the location industry, which has pivoted to thrive in this new world where squeezed supply impacts the quality of location data.

Now, Covid-19 has presented a new challenge, with movement data restricted to unprecedented levels. So, how are location data companies responding to the crisis?

Essential Business Foot Traffic: U.S. Grocery Store Trends

This article takes an up-close look at foot traffic to what may be the most critical of essential businesses: grocery stores. 

Grocery stores are crucial during the quarantine and will remain so as areas of the retail economy reopen and as we enter into a recovery period. According to the National Grocers Association, grocers are especially adept at making and executing contingency plans in the event a disaster strikes. This involves coordination with myriad producers, distributors, and wholesalers throughout the supply chain. It is no small task keeping eggs, milk, butter, and bread in stock and on the shelves of your local supermarket.

GMB Insights Reveal Pandemic Search Trends for Multi-Location Brands

Given the dominance of Google as a tool for local search, and given the fact that Google provides a richer set of search and engagement metrics for each of its business profiles than any other publisher, we thought it would be worthwhile to examine Google My Business data as an indicator of consumer search trends during the time of the pandemic.

The verticals that are booming in the pandemic period, with major gains in overall GMB activity, include pharmacies, banking and finance, hardware and home improvement, general retail, gas and convenience, and grocery. Those whose struggles are borne out by significant GMB activity decreases include restaurants and eateries, branded retail, and hotels and accommodations.

Location Weekly: Google Highlights Curbside Pickup

In this episode of Location Weekly, the Location-Based Marketing Association hosts Jed Schneiderman, EVP of growth and marketing for EQ Works.

The team also covers Pedigree getting behind Zoom-based dog adoption in Nashville, Chantel Jeffries throwing a virtual DoorDash dinner party with Chili’s, and Google highlighting businesses with curbside pick-up in local search results.

How First-Party Data Can Drive a Comeback for Local Travel

Long live the road trip. Experts predict that people will largely look to visit domestic and drivable destinations because of new health and economic concerns. We’ll see more three- and four-day trips because of finances, work pressures, safety concerns, and changing school schedules. That said, travel companies, hotels, and CVBs are now considering reinvesting in marketing to local audiences. It’s time to hit the gas at this first sign of recovery.

Marketers have to think about geo-optimization because there may be pockets of travel in certain regions and an opportunity to be more fine-tuned. Larger brands that do national advertising may miss an opportunity to be more targeted on a regional basis.

The Impact of Covid-19 on Marketing and the Best Ways to Deal with It

What is the impact of the Covid-19 crisis on marketing, and what are the best ways to deal with these newfound challenges and sustain your business? Read on to learn the best possible ways to sustain your business and build strong communities during these troubled times.

Top 5 CRO Tools That Will Increase Conversions for Your Small Business

CRO is the process of setting up a website in a way that leads site visitors to take action and purchase products. As a result, they are converted into customers of the business. 

If you have a site that has high traffic, that is naturally a good sign. But it doesn’t mean much unless that traffic leads to conversions. Based on current research, we’ve compiled the top 5 CRO tools that you can use to increase conversions and bring in greater profit.