Can a Pandemic Inflect Local Commerce Tech? Part II

What about the tech adoption accelerants happening on the supply side? Tech giants who provide marketing and operational tools for local businesses have been in hyperdrive over the past few months to roll out new Covid-era features.

Here are three areas where we’re seeing the most activity … and where we could correspondingly see the most local business evolution.

The Essential Data Requirements for Successful Developers

Leading brands and local businesses alike rely on innovative business and consumer data to market their products, sell directly, and advertise through multiple channels, including social media, display, email, and direct mail.

Tech companies rely heavily on data to support search and navigation, location analytics, risk assessments, and more.

While use cases might be different, here’s what all companies and their product developers should look for when evaluating the data that will fuel their solutions.

AI’s Promise and Challenges for Martech

In this article, we will discuss the ways artificial intelligence is changing marketing and why this marks a positive change. This article will also discuss how metadata can be more revealing than event data itself when collected and analyzed in aggregate, and why making all this data functional is the main strength of AI technology. 

The Problems with a Band-Aid Approach to Data Governance and Compliance

As more privacy laws pop up, blanket policies and compliance band aids could result in brands cutting away 20% to 40% of the data they would have previously collected. A big portion of that data is likely usable in different scenarios, but a failure to operate at the edge means that brands are cutting away portions to be on the safe side.

Rather than jettison huge chunks of data because it may not be compliant, the industry needs to adopt granular data governance controls that provide a view into the circumstances of every piece of data.

How Advertisers Can Turn the Facebook Boycott into a Transformative Moment

It would be helpful if about 20 of the large brands boycotting Facebook put their money where their mouth is and invested in the establishment of a data and publisher sharing network. 

The next step would be identifying the media publisher outlets as partners. The co-op would need to negotiate a performance-based publisher relationship, which would effectively increase content monetization for publishers’ content channels. 

How Email Marketing Will Evolve in the Next 5 Years

With a tool that enables us to reach millions of potential customers with the click of a button, it’s tempting to send out mass promotional emails that reach the maximum number of people possible, but besides having been done to death, that means missing out on huge opportunities. Over the years, email marketing has steadily been moving away from the newsletter and promotional blast to behaviorally driven, event-triggered, one-to-one messaging. In one word: personalization.

Location Weekly, Featuring Co-Founders of Geofencing Platform Bluedot

In this episode of Location Weekly, the Location-Based Marketing Association covers Fit:Match teaming with Brookfield for virtual fitting rooms in malls; Walmart, Cadillac, Fairview, and others transforming parking lots into virtual cinemas; and Uber buying Postmates for $2.65B. The team also hosts Emil Davityan and Filip Eldic, co-founders of Bluedot.

Apple and Snap Signal Local AR Commerce Ambitions

Recent announcements from Snap and Apple at their respective developer conferences point to future connections between AR and local commerce.

Snap’s Local Lenses will let developers create geo-anchored persistent content that Snap users can discover through the camera interface. This will also include the ability for users to leave persistent AR graphics for friends to discover. The use case that Snap has promoted is more about fun and whimsy, including “painting” the world with digital and expressive graffiti. But the development could also include local storefront information.

Moving on to Apple, it similarly continues to show its AR aspirations. The latest is GeoAnchors for ARkit, announced at WWDC.  These evoke AR’s location-based potential by letting users plant and discover spatially anchored graphics that are persistent across sessions and users.

Brand Safety During Rapidly Changing Times

Our country has gone through several critical moments in recent history, navigating our way through a pandemic and undergoing a racial and cultural revolution. We’re seeing support from individuals and organizations large and small, but we’re also starting to see some tone-deaf content or misaligned messages as well. With everything going on, brand marketers need to be present and smart in regard to where their messages go and what they’re saying.

Personalized Marketing is a Must Right Now

Today, marketers have the luxury of being able to see consumers through the entire advertising funnel, enabling them to target consumers based on where they are in the buying process — from introduction of a product all the way to purchase intent. Brands have the ability, either in-house or via third-party vendors, to create and target ads that scale cross-device and cross-channel, reducing repetition, eliminating ad fatigue, and enhancing consumer experience throughout the funnel.

They can, and should, A/B test different messages, offers, and calls to action in real time to determine what resonates with each consumer down to the color of the button that generates more engagement. Marketers can do all of this across programmatic display, video, social, on YouTube and over-the-top (OTT) TV.  So, why aren’t they?

Location Weekly: Apple’s Move to Limit IDFAs

In this episode of Location Weekly, the Location-Based Marketing Association covers Apple’s move to limit IDFAs, Bluedot raising $9.1M, and the Fat Jewish bringing a mobile manicure truck to NYC. The team also hosts Scott McNulty, director of business development for Rio SEO.

No Longer Alternative: The Rapidly Approaching Future of Local Payment Methods

In Asia, consumers typically prefer mobile e-wallets. Various bank transfer methods are popular across Europe. And in Latin America, many consumers rely on cash to pay for online shopping. These local payment methods (or LPMs) have been previously referred to by the industry as alternative payment methods (APMs), but the reality is that they are — globally speaking — no longer the alternative. These LPMs facilitate the needs of different geographies, cultures, and domestic economies across the globe. 

Yet despite the fact that most consumers across the globe rely on LPMs, we’re still seeing a lack of adoption of these payment methods by online merchants in the US and UK. But, as we dive further into the digital age, it is a matter of when, not if, the trend will need to shift. Let’s explore the unique factors driving consumer behavior, payment preferences, and how merchants can best position themselves for the future of commerce. 

Pay to Get Rid of Ads on Social Media? Consumers Say Maybe, Maybe Not

Nearly 60% of respondents overall said they’d be at least somewhat willing to pay for social media, and that figure could likely climb if a small monthly subscription fee were added. Twingate contends that Facebook/Instagram would only need to charge users $2.07/month, and Twitter $1.61/month, to earn via subscription fees what they earn via ad revenue. Respondents said they would pay $5.24 and $4.75/month, respectively.

But inertia and apathy are strong, money is even tighter outside the US market, and surveillance advertising, and the size of its audience, are the X-factors that catapulted Facebook to the top of the global corporate order. I’d bet Google, Facebook, and, increasingly, Amazon, will be slow to give up the surveillance revenues and walled-garden ecosystems that have made them this century’s most powerful corporate actors.

The David Strategy: How Small E-Commerce Stores Can Beat Big Brands

Sometimes it definitely seems like there’s just no competing with the big names in any given industry. They take up most of the advertising space. Their retail stores are massive. And their digital marketing budgets are practically unlimited, providing access to better rankings, more traffic, and a larger share of the customer base.

However, while it may seem so, the truth is that the Davids can actually outdo the Goliaths rather than just try to keep up. This is especially true in the world of e-commerce, provided that you invest in the right kinds of strategies. In this post, we’ll look at five effective tactics small e-commerce stores can use to beat big brands. 

Marketers, Give the People What They Want: Control

There’s a reason ad blocking exists — because many ads aren’t very good, and because consumers rarely get to choose the ads to which they’re exposed to If we change that dynamic by putting the power in their hands, there’s a huge fringe benefit: Ad recall and favorability go up. And if the consumer chooses your ad specifically, favorability and ad recall surge even higher. Why? Because they own the experience and have control. We’re talking stickiness, something every brand wants for their advertising.  

Location Weekly: Google Moves to Auto-Delete Location, Search Data

In this episode of Location Weekly, the Location-Based Marketing Association covers X-Mode launching its Consent API for partner apps, Google moving to auto-delete location and search history, and NomadiX Media securing a contract with the Qatar World Cup.

mobile data

Why You Should Be Using a Demand-Side Platform for Location Advertising

Advertising in 2020 is about the use of precision data, iterative learning, and the ability to be everywhere to a niche group of users. 

A key element of success for many advertising agencies, and their clients, is the deployment of a demand-side platform. In this article, we’ll talk about what they are, how they are integral for location-dependent advertisers, and how you can access them.

Customer Engagement Critical for Local Business Survival During Re-Emergence

It has been an especially hard few months for small businesses, many of which will never reopen or will take months – if not years – to recover financially from the shutdowns and reduced patron numbers. 

Despite the challenges, there are very real opportunities for sustained growth during this time. To survive and thrive during this next period, local businesses must deepen their customer relationships despite having fewer resources available. While it may sound like a conundrum, this actually presents a significant opportunity to deliver a personalized customer experience and drive loyalty. 

Hybrid Events: Preparing for a Digital Future

Hybrid events are becoming more popular due to the world’s current state, the rise of remote working, and because of their appeal to global audiences. But what is this new event format and how can you prepare for it?

We break down this new event form and outline what companies can do to create hybrid events.

How Z-Axis is Set to Level Up Localized Marketing Post-Covid

The margin for error is thin and every dollar counts. Accuracy and precision are top of mind, as advertisers continue to long for reliable data to make the most strategic decisions in their advertising spending, especially in the digital space.

Advertising technology and localized marketing platforms built their business on the use of GPS signals to provide real-world KPIs like foot traffic attribution, allowing businesses large and small to go beyond the click to reach and engage more precise audiences. And while this technology has certainly improved from its early days, it can only go so far without the introduction of another dimension: z-axis.