mobile data

Data Trends for 2021: Overcoming Digital Ad Uncertainty

With privacy regulations on the horizon, email is a known and comfortable identifier that many consumers self-register and that brands can anonymize in a digital environment with hashed emails for privacy compliance. 

While 2020 has thrown a lot of curve balls, marketers that worked to get their consumer data house in order with an eye on ways to better enable their first-party data for a complete view of their most-desired audiences and buying behaviors will survive and thrive as we head into 2021. The newest technology, data-sharing innovations, and identity resolution algorithms won’t help if you don’t have the basics down.

How Local Retailers Can Reach Mission Shoppers this Holiday Season

The mission shopper is focused on getting in and out of stores as quickly as possible. They spend less time, and less money, in stores, and their mindset is different from the lighthearted holiday shoppers of yesteryear—or even last year.

Understanding this consumer archetype will prove critical to retail success this holiday season.

Qualifying and Quantifying 2020’s E-commerce Surge

Spending hasn’t declined — it’s just shifted. One of the themes we’re seeing is that the standouts of 2020 are those who have shifted with it. We’re talking here about a broad definition of e-commerce — not just ordering things online, but any digital or mobile purchase.

For example, in local commerce, these digital fulfillment models include mobile order-ahead functions in QSR and coffee. They also include curbside pickup for physical goods. And in an even broader sense (and looking forward), they will include touchless or cashier-less retail in a post-Covid era of physical retail.

aerial view

The Most Important Local Search Updates of 2020

This has been the most active year in the history of local search when it comes to the introduction of new features. Google recently announced that it had made nearly 250 updates to Google Maps since the start of the pandemic, and just about every other local publisher, including Yelp, Bing, Foursquare, TripAdvisor, and even Apple Maps, has been busy.

As we near the end of this unusual year, I thought it would be useful to take stock of these changes and note the ones that are the most significant.

Will 2020 Be the Year to End Black Friday?

Black Friday this year will probably look a lot like it would’ve been in about a decade; we’ve just accelerated the online shift. 2020 will be the year that Black Friday and Cyber Monday stop being shopping ‘days.’ They’ll be turned completely upside down for years to come as retailers embrace a holiday shopping season of deals, strategized and targeted based on insights from online data. 

Locating Holiday Success for Small Businesses

Because of the enormous spike in online transactions, there are more ways for customers to shop than ever before, creating new opportunities for small businesses to connect with core segments and personalize messaging with data-based insights grounded in historical trends and real-time behaviors. The ability to target individuals based on where they have previously been is tremendously valuable as consumer behavior has been required to adjust to ever-changing guidelines at the state/city and local level. 

Location Weekly: Grocery Store Lidl Deploys WhatsApp Chatbot

In this episode of Location Weekly, the Location-Based Marketing Association covers GameStop activating with a Pokémon Go partnership, Lidl’s WhatsApp Chatbot helping you plan ahead, Amazon going after the office supply market with Smart Dash Shelf, and Powell’s Books launching a book-scented fragrance.

Virtual Event Best Practices and Ideas for Business Growth in 2021

Major events such as the San Diego Comic Con successfully transitioned online in 2020, featuring more diverse speakers and reaching new audiences. But to make a virtual event that delivers views and boosts conversions, companies will need to follow a few best practices. We will also be sharing some virtual event ideas.

How to Ensure Your Mobile App Is ADA-Compliant

Federal courts have dictated that all mobile applications in the U.S. need to be accessible to those with disabilities, thanks to the Americans With Disabilities Act (ADA). Given these rulings and the 56 million people with disabilities in the U.S., you need to make sure your app complies with the law.

How to Attract and Retain Current Customers With CRM Software as a Small Business

Understanding the journey from a lead to a customer is critical, and with most online shoppers needing some form of customer support before they complete a purchase, implementing CRM as a small business should be a goal early on. With that in mind, let’s discuss a few tips small businesses can use for CRM implementation. 

Popular Global Payment Options for Better Conversions and Customer Loyalty

Technology has made it easier than ever for e-commerce businesses to sell to global markets, and shoppers are growing more accustomed to making purchases regardless of geographical borders. What customers still demand, however, is a shopping experience that is localized and relevant to their own cultural preferences, including method of payment. 

How to Beat Amazon and Walmart at E-Commerce amid Covid-19

Make personalization a priority to stand out from e-commerce giants like Amazon. Offer true advice and perhaps extended warranties or return policies as a way to build trust. Value ads like tech support personally have gone a long way for our brand. Make sure you are encouraging and incentivizing customers to take the next step with your company. 

How to Apply Digital Marketing Principles to Traditional Media Channels

Traditional channels such as TV, radio, and OOH might have limitations on targeting when you compare them to digital channels, but I challenge everyone to think beyond the simplistic mass marketing vs 1:1 argument.  The scale and reach potential of these traditional channels is still massive, and by asking the right questions and changing your perspective to focus on what they can deliver, there most likely is a way to incorporate them effectively in your mix. 

How Email Publishers Are Thriving and Adapting amid the Pandemic

Over the past eight months, while so many channels have faltered, email publishing has flourished. Email open rates grew by 13% year-over-year between January and April, while conversion rates rose by 17%, peaking in March. Media companies have increased their email frequency significantly since the pandemic began, and retail email volume has risen as well.

Getting the Most Out of Email This Holiday Season

Email, whether for acquiring or engaging with current customers, still remains one of the most effective and important ways to drive ROI — if marketers do it right. Consumers are already being inundated with email messages, sometimes multiple in a given day from the same vendors, so the more relevant the message, the better the return.

Here are some ways marketers can ensure that their email messages get to the right people at the right time to deliver the most revenue and build loyalty.

Covid-19 Will Make the Workplace a Privacy Hotspot

More than a third of the 2,600 respondents in the survey said they want no relaxation of privacy laws due to the pandemic, 43% don’t want employers conducting medical checks and requesting health information, and nearly two-thirds don’t support disclosing information about infected individuals. While everyone wants to get back to business as usual, employers need to be careful that their efforts to monitor the health of employees and prevent the spread of the virus remain respectful of employee privacy and aren’t intrusive. 

Have Generational Shopping Habits Changed for Good?

During the pandemic, we took a fresh look into generational shopping habits, surveying 2,000 UK and 2,000 US consumers to find out if and how Covid-19 and the measures taken to fight it had permanently altered shopping behavior. These findings reveal that shopping behaviors are converging across generations.

Why Marketers Must Invest in Localized Media Strategies

We’re seeing uneven recoveries in both localized Covid-19 outbreaks and economies across the nation. This unpredictability, coupled with new essential needs, supply chain disruptions, and business realities (stores closing, competition rising), have rendered previously effective marketing tactics virtually irrelevant. A ground-up, local approach can help brands and marketers solve for all these new challenges by reducing waste and delivering on those essentials that consumers need during these atypical times.  

The World Outside is Frightful—Drive Holiday Sales with Social Media Instead

The challenges of driving holiday sales in 2020 do not signify the end of retail, as many sensationalized headlines would have you believe. This e-commerce-focused season is, however, a siren call to local retailers who have yet to take social media marketing seriously.

In the absence of typical frantic holiday shopping foot traffic, social media is a necessary part of holiday marking to effectively reach consumers who opt to stay inside.

What First-Party Data Can and Can’t Do For Agencies

Make no mistake, first-party data will play a critical role in the future of marketing, as it always has. But agencies as trusted advisors, and the industry overall, need to be realistic about what first-party data can and can’t do for clients, especially in the face of a global pandemic that has upended everything we thought we knew about consumer behavior.