How Do the “Other” Search Engines Handle Local Search?
I wanted to look in particular at search engines other than Google and their treatment of local search. I was intrigued by the recent announcements that Bing was making forays into product inventory as a component of local search as well as the launch of Bing Travel, a Google Travel competitor but with a very different approach to destination-based search and discovery. Similarly, recent news about the exponential growth of Brave and DuckDuckGo in our era of privacy impelled me to find out more about their handling of local results.
Location-Based Marketing Association: Indoor Maps as a Service
In this episode of Location Weekly, the Location-Based Marketing Association discusses Catalina partnering with Place IQ, Japanese dating agency Matching Advisor Press using vending machines to find matches, Seattle launching an NFT Museum, and Here Technologies launching Indoor Map as a service.
TV Advertising Versus Social and Search
TV ads are delivered to consumers in a clutter-free environment, where the consumer is usually in a “leaned back,” focused state of being. TV ads are often delivered via 60″+ TV screens with full surround-sound audio, creating an immersive “sight, sound, motion” impact like no other medium. Of course TV drives better recall! And if TV ads drive better recall, basic logic would conclude that TV ads also drive better consumer response.
2021 Lessons That Should Inform Your 2022 E-Commerce Marketplace Strategy
This digital-first mindset applies more pressure than ever on brands to create a holistic online experience in 2022, one that combines tried and true business strategies with creative new methods for enhanced visibility and customer experience. Success will come down to three critical elements in the year ahead: brand discoverability, compelling offers, and seamless customer experiences.
5 Ways Data Privacy Will Evolve in 2022
But the glut of new solutions does not mean that martech, much less the private sector as a whole, has figured out how to prepare for the future of data privacy. Here are five privacy predictions to keep an eye on in 2022. It would be in your best interest to determine how you and your company are affected.
The Growing Importance of Retail and Second-Party Data
Heading into the New Year, there are many moving pieces for both marketers and publishers to consider. Navigating 2022 requires focusing on first- and second-party data, building symbiotic relationships, and thinking strategically about how best to capture audiences. As always, we’ll stay on our toes. Happy New Year!
Location-Based Marketing Association: Apple Wallet IDs Hit the TSA
In this episode of Location Weekly, the Location-Based Marketing Association discusses TSA supporting Apple Wallet IDs starting in June, Locatify and Swiss agency Melt launching location-based audio walking tours, Irish retailers getting into recycling with AI-based reverse vending machines, and Unilever’s Lifebuoy using real-time mobile data to help Indonesians stay safe during Covid.
How AI Is Driving the Next Generation of Ad Creative
Most industries have a healthy fear that artificial intelligence is going to render humans obsolete (and even possibly take over the world). But for the digital advertising industry, if applied the right way, AI has the potential to improve production and performance by making more room for original ideas without stripping away reliance on humans.
The Future of CTV Advertising: What Brands Need to Know
With chatter pointing to the fact that we are entering an endemic era globally, many brands and marketers are discussing how to make their ad budgets drive positive outcomes in what may be another tumultuous year ahead. As the number of CTV viewers continues to rise, so will ad spend; the latest projections forecast CTV ad spend to grow by 23% in 2022.
‘Good’ Third-Party Data Rides to the Rescue
The “good” third-party data comes from non-cookie sources, such as demographic maps, the use of discount and loyalty cards, public records about real estate transactions, and many other sources, because it’s diversified and anchored to real-world activity. And getting more contact points using third-party data doesn’t just help with marketing outreach, it also helps with linkage, deduplication, and updating or corroborating dated information.
Beyond Localization: How Ultra-Targeted Email Newsletters Help Publishers Drive Engagement and Revenue
For many years, email had been overlooked and undervalued as new channels emerged to steal the limelight — and budget. Now, this stalwart channel has come full circle, once again becoming the centerpiece of audience engagement for brands and publishers for its direct, affordable solution to content targeting and personalization. As the industry looks to move forward in a post-cookie world, email is proving to be the most effective and trusted channel for helping publishers drive new revenue and business growth.
LBMA: Heineken Tackles Supply Chain Crisis
In this episode of Location Weekly, the Location-Based Marketing Association covers Hyatt rolling out room keys via Apple Wallet, the New York Mets launching facial ticketing at Citi Field, Foodtown Supermarkets completing a successful pilot with Allegiance Retail Services, and Heineken getting into the Christmas spirit to solve supply chain woes.
The Influence of Local Guides on Google Reviews: Part 2
Figuring out what type of Local Guides are leaving reviews, and what kind of reviews they are leaving, matters for a few reasons. First, Local Guides are responsible for writing more reviews of local businesses than any other group on the internet. Second, Local Guides write reviews under circumstances that make them different from ordinary consumers: They are self-selected volunteers who get rewarded, albeit in a non-monetary fashion, for their contributions. Fairly or not, they are often thought of as biased and their contributions as less valuable, merely “written for points.” Third, the true characteristics of Local Guides are not well known, because they have not yet been subject to this type of study.
What I Learned from 50 Examples of the New Local SERP
After conducting more than 50 “local intent” searches, I’ve found that not all of them return the new “mega map,” nor is the new layout as consistent as it at first appeared it would be. The range of searches I tried includes generic keyword searches for brick-and-mortar stores, such as the example above, as well as searches for local service providers, chain stores, products, and more. I tried covering a broad base of searches covering a range of categories. I made sure all of my searches would be interpreted as local by appending “san francisco” to each query.
Catch-(20)22: Where Do Mobile Apps Go from Here?
The privacy solution is sitting right in front of marketers’ faces. Shifting data analysis onto the mobile device of each user is the path out of this impossible situation. Not only does it solve the privacy issue, it also makes it possible to enrich previously available data with much richer datasets, some of which are available immediately upon download.
What’s Next for Personalization and Digitization in E-Commerce
We’ll see the evolution of two major e-commerce trends in 2022. First, e-commerce retailers will work to make their digital homes less of a copy of every other e-commerce site and more of a destination that users want to spend time at. Second, the line between brick-and-mortar and digital is going to become fuzzier and less defined.