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.
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.
In the aftermath of fresh privacy legislation, disruptive technologies are beginning to emerge as a possible salvation to the existential challenge the advertising industry faces today. Blockchain, the distributed ledger technology celebrated for its structural logic of transparency and trust, has the profound potential to move the needle on some of the most opaque segments of the digital media supply chain. Data portability, a fundamental right of any subject under the view of data privacy laws, can facilitate the way individuals regain usage of their personal data without risking exposure to the underlying consumer data set. In another instance, blockchain can efficiently track, manage, and record consent among data subjects, processors, and controllers.
This week we’re discussing DeliveryHero buying Woowa Brothers for $4B, Mad Systems being granted a patent for location-based facial recognition platform, Lyft entering the car rental market for $35/day, Walmart teaming with Digimarc to make its print toy catalogue shoppable, Google focusing on local and PlaceIQ & FourthWall Media partnering to link TV ads with in-store visits.
2019 was a hectic year for many in the social and technology spaces, and we expect that theme to carry into 2020: the “new normal” will become just “normal.” We are optimistic about this new year but also foresee some systemic changes as to how mobile technology will continue transforming our lives while allowing us more control.
Brands like Lululemon and Restoration Hardware have strong, headline-making loyalty programs with annual fees upwards of $100. But thousands of brands also have free, points-based loyalty programs — can the two coexist in a single brand?
The short answer: Yes. With shoppers’ desire for richer experiences and more valuable rewards and retailers’ need to gather data to support these desires, a blend of both premium and free loyalty is an advantageous route.
The marketing journey is not as predictable as it once was, and there are potential roadblocks to conversion at every stage within the funnel. Today’s buyers have access to high-quality information about products and services through digital media, so they’re not reliant on the sellers for insights. In the most successful companies, sales and marketing organizations overcome these roadblocks together. They work in concert to generate brand awareness, educate prospects, forge relationships, and ultimately to turn prospects into customers. Event marketing plays a key role in these efforts.
Data-driven marketing investments are growing rapidly. In the US, data spend grew almost $3 billion in the last year. Not surprisingly, the number of data-related challenges has increased as well. 2019 saw privacy regulations usher in broad changes across the ecosystem, causing widespread concerns around the future of data-driven targeting.
Ahead of the new year, we identified three key trends to look out for. These trends — as well as some proactive steps companies can take today — will set up data partners for success in 2020 and beyond.
If you read through the litany of commentators who wax extemporaneously about what workplaces will be like in years to come, you hear about things like “open concepts” and “remote workers.” You also hear a lot about creating effective workplace culture and crafting maximized organizational structures. And of course, you hear a lot about the benefits of AI. These are buzzwords, and if I had a nickel for every buzzword that gets thrown at me on a daily basis, I would have retired many years ago. That said, if you peel away the buzzwords, you uncover some truly impactful trends that are driving the workplace of the future.
In this week’s episode, Asif and Aubriana discuss the New York Times’ location-based air pollution AR visualization, Bandit taking them to mobile order ahead only for coffee, Dentsu Aegis Network India launching hyperlocal insights tools for OOH, Mood Media combining divisions to create Technomedia, Chick-fil-A wanting people to spend time together this holiday season, and the Salvation Army unveiling donations via Apple Pay & Google Pay.
On this week’s Location-Based Marketing Association podcast: 7-Eleven launching mobile voice ordering, Adidas testing AR Instagram in London, Amex launching a mobile restaurant booking app, Augmented Reality wine labeling with Winerytale app, Toys R Us first in Canada to use Snapchats Portal Lens, and Factual introducing predictive & loyalty audiences.
Figuring out how best to fit Amazon into your holiday marketing strategies can be tricky, especially when it comes to balancing the investment between physical locations and the online experience. Some retailers are doing this well and thriving without Amazon (think Glossier, shoe companies Rothy’s and Koio, as well as any number of DTC brands), but many more rely heavily on the site to augment both digital and real-world strategies. So if you’re looking to leverage Amazon to your advantage this holiday season, here are a few tips and best practices for retail success.
A tweet on Monday from Google search liaison Danny Sullivan provides an explanation for the rankings shakeup that has perplexed the local search community since the beginning of November. Google began using neural matching to generate local search results.
Local search has just undertaken a huge evolutionary step. No longer are local results being matched to user queries solely on the basis of identifiable ranking factors, such as proximity to searcher, keywords in business names, primary category of the listing, review count, and so on. That isn’t to say such factors are now unimportant, but they have been augmented by a broader and more general sense of relevance delivered by neural matching.
Personalization and privacy seem inherently at odds. After all, media companies such as Facebook act like vacuum hoses for data – collecting much more than they need. That’s problematic in a world where data breaches dominate headlines nearly every week. However, where Facebook and others go low, mobile carriers can go high. In fact, mobile carriers that aim to be media companies have a huge opportunity to respect privacy while providing great personalization in their original content.
So, how can carriers take this high road — that is, deliver personalized content experiences without storing consumers’ personal information? By focusing on the device itself – leveraging local storage and client-side execution (rather than requiring server interaction) to help carriers deliver a personalized experience that is incredibly safe. This allows carriers to implement the industry-changing trend of device-centric discovery (DCD), which makes it easy for subscribers to find news/sports/entertainment/games without having to wade through multiple apps and searches. With DCD, carriers can create personalized content experiences that don’t expose subscribers’ personal data to external privacy risks, and in the process, become mobile media leaders.
On this week’s Location-Based Marketing Association podcast: Mobivity launching omnichannel offer platform with Subway, Apple teaming with PlayNetwork for retail music, PayPal to acquire Honey for $4B, Tesco’s One Stop launches AR game, JCPenney opening new store with barbershop and styling, and CVS + Weather Channel team-up on AI flu predictions.