Local Marketing Methods That Will Attract Millennials

Millennials want their money to go further than it has before. They desire to pay less for both their wants and needs, are more socially conscious than ever, and need things to catch their eye quickly. So, how do we, as local marketers, appeal to them? Brands and businesses that can give millennials what they want, when they want it, and at an affordable price will win their business.

Is Google Building an “Internet of Places?”

Use cases will materialize over time, but it’s already clear that visual search can carry lots of commercial intent. Point your phone at a store or restaurant to get business details. Point your phone at a pair of shoes on the street to find out prices, reviews, and purchase info. This proximity between the searcher and the subject indicates high intent, which means higher conversions and more money for Google. Moreover, visual search has the magic combination of frequency and utility, which could make it the first scalable AR use case: making the real world clickable.

AI Is No Magic Bullet for Policing Hateful Content

The task Facebook must take up as it attempts to police hateful content is one inseparable from political values, human judgment, and the interpretation of statements that need to be parsed by well-trained eyes and bright minds with a stomach for horror to boot. While machines will play an indispensable role in content moderation on a platform of Facebook’s scale, they will be far from sufficient. That’s because monitoring hate speech touches on nothing less than some of humanistic inquiry’s age-old questions: the debatable violence, status of truth, and foundations of meaning in language.

The Role of Location in Attribution

Let’s face it—we are a long way from being able to show that digital campaigns, and most other advertising formats, resulted in specific in-store sales. There are simply too many unconnected data silos to stitch together meaningful and statistically relevant results. The ad seen on TV can’t inform your phone or laptop that it’s also seen the ad, while the point-of-sale system or online checkout can’t notify those previous touch points to confirm the sale occurred. So if the scale of accurate location data prevents it from being a true stand-alone solution for proving attribution, what role will it play?

Lead Gen Spam: Bad for the Consumer, Bad for Business, and Bad for the Local Ecosystem

Blumenthal to Mihm, on lead gen spam: The real issue for me is that Google Maps is really like a public utility, and Google is not doing enough to protect the consumers of that product. There is significant harm in the deception of the consumer, the blocking out of legitimate businesses, and the possibility that the consumer public will lose trust in the whole, creaky house of cards.

The Blind Spot in Facebook’s Vision of Privacy

Insofar as Facebook’s pivot to privacy fails to reward its users for the data that has made it one of the world’s most powerful and profitable companies, I see it as a modest change that is more reactive than proactive, more inevitable than forward-thinking. It is likely that Facebook is only beginning to lay out its moves on privacy, and more ambitious changes may lie ahead. But for now, when it comes to the most pressing, fundamental ethical challenges that are inciting political fervor and increasing the likelihood that serious regulation of Big Tech is on the way, Zuckerberg is dragging his feet. With visionaries like Lanier and Zuboff raising public awareness about Facebook’s business model, the truth may just catch up with him.

Things Not Strings: Google’s New Hotel Profiles Exemplify Its Approach to Entities

Google’s Knowledge Graph ambitions are expanding to include obviating heavy reliance on secondary sources like Wikipedia and being able instead to classify and cross-reference information as a native, self-sustaining activity on web pages themselves. That’s what makes a recent patent filing different from the evidence of the Knowledge Graph we’ve already seen in the wild.

While this more ambitious way of surfacing information about entities is not yet standard, in researching Google’s new interface for hotels, I think I’m seeing evidence of a real-world example.

LBMA Vidcast: Octopus Ads in Ubers and Lyfts, Walmart and Google Team Up on Voice

On this week’s Location-Based Marketing Association podcast: Neiman Marcus + SalesFloor, Octopus ads in Uber & Lyft, Cleveland Cavaliers + Aramark use Apple business chat for food orders, CVS + Shipt, Snapchat testing “Status” feature, Walmart + Google voice ordering.

3 Revenue Growth Opportunities for SMB Marketing and Ad Agencies

While SMB digital marketing spend has seen a steady rise, SMBs are being more conservative about the agencies and vendors with which they partner. In the transparency era, consolidating spend with a select group of trusted agency partners that offer multiple core services is now the norm.

For agencies that cater to SMB brands, these trends have created opportunities and challenges. There is money to be had, but only organizations that differentiate themselves from the competition and can deliver clear ROI will benefit. So how can SMB agencies show their value to brands and ensure revenue growth? There are three opportunity areas, in particular, that can help.

The High Stakes of Identity

Identification is the key to relevant, timely, and cohesive cross-channel marketing that increases sales and builds brand loyalty. Do it right, and you’ll achieve the kind of truly personalized marketing of which our predecessors could only dream. Here are the major tenets of a successful, privacy-aware strategy for storing data on consumers in a multichannel landscape.

Publishers Need to Pivot to First-Party Data

Rather than developing entirely new inventory strategies, which is a heavy lift, publishers can look to what they already have—rich behavioral, subscriber, and social data, most of it seriously under-leveraged. When used properly, first-party data can help publishers drive revenue in two ways—directly and indirectly. It can help them to stop working harder and start working smarter.

Location Is an Underused Data Layer for Brands Seeking Better ROI

In 2019, we are just scratching the surface of location data’s potential for improving the ROI of advertising and marketing. As we approach the next decade, location intelligence will be a major factor in determining which brands thrive and exist in the many years to come and which ones fall by the wayside by not taking their data seriously enough.

The DOOH Opportunity: How OOH is Becoming a Bigger Piece of the Media Mix Pie

Out-of-Home (OOH) advertising is having a fantastic run. It is the only traditional media channel to consistently grow over the last 10 years and is expected to continue growing in 2019, according to the Outdoor Advertising Association of America.

However, OOH teams are often siloed away from broader digital marketing teams and are categorized differently in budget breakdowns and post-campaign analysis. As the field adapts and evolves, continued separation of digital and OOH teams is going to hinder, rather than help, your efforts and results.

LBMA Vidcast: Alibaba’s FlyZoo Hotel, McDonald’s Acquisition of Dynamic Yield

On this week’s Location-Based Marketing Association podcast: Samsung’s “Refrigerdating,” PrivateAcre, Alibaba’s FlyZoo hotel, McDonald’s buys DynamicYield, Oreo + Target, Coor’s Light battles Bud with sound. Special guest: Ian Dallimore, Lamar.

SMB Marketers: Small Budget? Small Team? Search and Social Are Key

With the barrier to entry lower than ever, third-party platforms have made inroads to make it easier for marketers to leverage search and social more effectively. These platforms have made it attainable for marketers—regardless of their team size or level of experience—to launch and optimize sophisticated, targeted campaigns, providing an ideal foundation to build upon as their capabilities and budgets expand. With that, here are five reasons SMB marketers should consider digging deeper into search and social right now.

Digital Signage Is All Grown Up Now, Speaking with the Consumer, Not at the Consumer

I’ve been attending Digital Signage Expo (DSE) in Las Vegas for quite a number of years, and now more than ever, the show organizers, Exponation, deliver on their promise: a highly impactful four-day event jam-packed from early morning to late at night. The show demonstrated that if content is king, context is definitely queen. Location is the new cookie, and all the out-of-home industry stakeholders are now finally aligned for much success in the years to come.

From Zero-Click SERPs to Rabbit-Hole SERPs

Mihm to Blumenthal: Answer Optimization and Zero-Click SERPs seem to be gaining traction as concepts in the SEO industry, but as you pointed out in our previous conversation on this topic, Google’s moving well beyond simple answers and into journeys. Cindy Krum highlighted several examples of these new search journeys, which as I saw her presenting struck me as “rabbit-holes.”

LBMA Vidcast: PayPal & Instagram, Special Guest: Neil Crist of Moz

On this week’s Location-Based Marketing Association podcast: 3D printed Sushi, PayPal + Instagram, Postmates Party, AirFrance SkyDeals, Macy’s goes VR, Sam’s Club Scan&Go. Special Guest: Neil Crist of Moz.

Going Rogue: The Value of Guerrilla Marketing

The appeal of guerrilla marketing for the entrepreneur lies in the creative freedom to express the essence of a brand that is not bound by the restraints of size, decorum or editorial slant of traditional advertising, as well as the option for a low-cost campaign with the potential to go viral. Guerrilla marketing can be a bit like rolling the dice on a five and turning it into thousands—if it gets picked up and goes viral, you’ve accomplished a national or even international marketing campaign for the cost of something local.

Here are some tips for crafting a low-cost guerrilla marketing campaign for startups.

Consumers Are Realizing the Value of Their Data. Here’s How Online Marketers Should Respond

It’s critical for marketers to invest in the right tools and technologies to abide by data-acquisition best practices that are not only compliant with regulations but also ensure consumer trust. At Blis, we conducted a study that digs into what extent consumers are starting to see their own behaviors, and predilections, as a currency. What we found is that marketers have a prime opportunity this year to rebuild trust and transparency with consumers.