Can Emerging Tech Support Local’s New Normal?

I’ve been looking for discoveries that could be blessings in disguise. Just like remote work, these aren’t new concepts but ones that are now given the chance to shine. For example, I spend lots of time analyzing virtual reality, which could be a valuable virtual event tool.

But more to Street Fight’s main focus, what discoveries or business approaches could benefit local commerce? One of them could in fact be VR’s cousin, augmented reality. Its ability to help people visualize things or facilitate “see what I see” co-presence could help local service pros socially distance.

CPG Brands Can Navigate a Cookieless World With a Little Help From Their Friends

Ever since Apple announced it was limiting third-party cookies two to three years ago, brands have been working to adapt to a cookieless world. With Google jumping on the bandwagon recently, the pressure to adopt cookieless solutions has intensified.

Here are some of the questions we’ve been fielding from CPG brands about the future of digital advertising — and how marketing technology providers can help.

Facebook’s Significant Edits: How to Minimize the Risk of a 20-40% Hit to Your ROAS

Don’t mess with the algorithm.

That’s the fundamental idea behind Facebook’s significant edits. There’s a lot more to it, of course, and we’ll get into all that, but here’s the primary reason why you don’t want to make a change that Facebook construes as a significant edit: It will move your campaigns into “the learning phase,” which in turn will suppress your campaigns’ ROAS by 20-40%. 

Posting and Advertising during Quarantine: 50 Small Business Social Tips for 50 Industries

While there may be a downturn in customer spending during the Covid-19 crisis, there is an increase in customer touch points and attention. With Facebook usage up 50%, it is more important than ever for small businesses to turn to social media to maintain relevance and build relationships in their local communities.

Here are 50 social tips for 50 industries, complete with some real-world examples of best-practices for SMBs to keep their communities engaged, even in a crisis.

Location Weekly: Uber Eats Moves into Grocery, Foursquare Merges with Factual

In this episode of Location Weekly, the Location-Based Marketing Association covers Uber Eats moving into grocery delivery, Foursquare merging with Factual, Filipino super app SIF expanding services during Covid-19, and the OutStreets app pivoting to monitor store shelf levels during crisis. Gimbal’s CMO/COO Matt Russo joins for the first installment of the LBMA series “Members at Home.”

No Time to Think Small: Innovate on SMB Reputation Management

A small business’ reputation is the company’s most valuable intangible asset. During this current climate, we are seeing successful brands adapting quickly to their customers’ change in lifestyle and priorities. They’re catering for their isolation with services that make their lives not only easier but also more entertaining. By remaining engaged and keeping conversations fluid, small businesses will be able to weather the storm as well as keep and attract new customers.

A trustworthy and actionable understanding of local communities is now more important than ever.

Here are a few ways small businesses can build and sustain a healthy reputation.

The Upside of Being Down: How to Market Your Small Business During Coronavirus

Studies show that eliminating advertising during tough times can lead to a decrease in sales. Business owners may view marketing as a discretionary cost and forgo it because they are bringing in less. But consumer and advertising spend are significant drivers of revenue, even in the midst of a downturn.    

Coming out of the Great Recession of the late 2000s, marketers learned a valuable lesson: Going dark can have long-term consequences. Instead, business owners should adjust their marketing approach to reach audiences in thoughtful new ways. Here are some tips.

Location Weekly: Unacast, Krowdthink, Inpixon Tackle Coronavirus

In this episode of Location Weekly, the Location-Based Marketing Association covers Unacast releasing a “Social Distancing Dashboard” to share how Americans are complying, Inpixon offering LBS tech to help hospitals with COVID-19, McDonald’s separating its Golden Arches in Brazil, and Yelp offering $25M in free ads to bars and restaurants. The show also features Geoff Revill, the co-founder and CEO of LBMA member company Krowdthink, who discusses the use of Community Krowd to assist the UK Home Office in the coronavirus crisis.

An Overlooked Audience for Digital Marketers: E-Sports Fans

The most obvious way to date to engage with e-sports audiences has been through sponsorships. In a move that took the advertising world by surprise, Louis Vuitton (LVMH) partnered with Riot Games to sponsor the League of Legends World Championship trophy gear, just as it does for the FIFA World Cup and Australian Open. Coca-Cola, Intel, Mountain Dew, Comcast, Airbus and Red Bull are front and center at esports events. Major brands are clearly on board.

But what if you’re not a Fortune 500 with millions of dollars to spend on sponsorships? Just like the “meat-sports,” the Overwatch League canceled its in-person games (or “homestands”) for March and April and moved to online matches, the same way League of Legends has. And that hasn’t made a dent in its value for advertisers. And what if you, like many today who are seeing all these event cancellations, don’t want to waste dollars on unseen impressions?  

It’s time to look in your pocket — the mobile device.

Amid COVID-19 Pandemic, Accurate Location Data Can Save Hassles and Even Lives

Updating your location data management information to reflect new hours, store closures, different contact information or special announcements is important for business success in general. In the midst of the global Covid-19 pandemic, maintaining accurate location data can actually have vital consequences for public health.

Yet a BrandMuscle study found that less than 60% of local business owners had even claimed their online business listings, which can lead to confusion about whether businesses are open or not. 

Location Weekly: Using Location Data to Track Covid-19

In this episode of Location Weekly, the Location-Based Marketing Association covers Turkish firm Elektral developing vending machine for masks, wipes, and disinfectants; UNL raising $2M for smart address system; Wuhan bringing its famous Cherry Blossoms online; and Israeli startup Noveto bringing “smart audio bubbles” to digital signage. The episode also features a special discussion on using location data to track the virus.

Location Leaders Step Up to the Plate

During the Covid-19 outbreak, we’re seeing tech companies step up to the plate in a mixture of altruistic and opportunistic moves. That’s everything from Comcast removing data caps to Amazon removing its paywall for streaming kids shows. But what about local specifically? Again, that’s where businesses are getting hit most.

We’ve seen moves in the local space over the past week from Facebook, Yelp, and Foursquare. Though there are several others, we’ll drill down on this representative sample. We’ll also give a shoutout to Google for its work to free up human and compute resources for local listings updates, covered Monday by Damian Rollison.

Beyond the Data Label: The Next Phase of Data Assessment

This past summer, the IAB Tech Lab launched a much-needed transparency initiative in the form of its Data Transparency Standard, establishing baseline statistics on the objective attributes of a given data segment, such as refresh cadence, ID types, and segmentation criteria. The Data Label should be a big relief to data buyers, including agencies and advertisers, that are trying to wrap their heads around audiences, but it’s still only the starting point when it comes to assessing digital audiences. 

For as much as the Data Label injects transparency into audience construction, it only addresses objective attributes, and not the qualitative aspects of the data segment. To get the most value out of their data investments, advertisers and agencies need to go further and develop their own standards for evaluating data, especially when it comes to quality.

4 Mobile and Location Trends for Brands to Keep an Eye On

Believe it or not, this is the smartphone’s third decade. When it comes to mobile apps and location-based marketing, so much has changed since the advent of the iPhone in 2007.

While it’s hard to predict what will become of mobile and location-based media in the next 10 years, it’s fair to prognosticate what we can expect for the rest of this year and beyond. Here are four mobile and location trends brand marketers need to watch.

Location Weekly: Google Partners with Burberry on AR Shopping, Amazon Delivers Covid-19 Tests

In this episode of Location Weekly, the Location-Based Marketing Association covers Amazon delivering Covid-19 test kits to residents in Seattle, Wirecard partnering with Klarna, Signify releasing “snap-in” IoT sensors for luminaries, Burberry partnering with Google for AR shopping, Cibo Express bringing Amazon cashierless tech to airports, and Wingstop shifting OOH budget to hoodies.

Local Advertising in the Time of Social Distancing

Many of us are facing a reality in which #QuarantineLife is the new normal — at least for the foreseeable future. Even with offices temporarily shutting their doors and the worldwide workforce moving to a remote-based culture, the tools provided by local social advertising can help businesses, perhaps especially those dealing with store closures, drive their goals forward.

Treat the Economic Symptoms of Coronavirus with Proactive Brand Management

In the midst of this uncertainty, your business’s online visibility probably isn’t top of mind—rightfully so. 

Nevertheless, communication is key to your brand management strategy in times like these. It’s important to make your customers aware of any changes in your business operations. Below are three tactics you can use to bolster your brand management as the coronavirus sends shockwaves through the global economy.

Do Your Data Relationships Have a Real Future?

Brands and publishers seem to be getting the short end of the stick amid recent cookie and privacy regulation changes. In the absence of cookies, brands may feel undue pressure to go to walled gardens for scale. Meanwhile publishers will have to bet on first-party data collection and monetization, along with its inherent scalability challenges and slim view of the customer. What’s happening with our data relationships? 

Computers Without Boundaries: A Deep Dive Into Ambient Computing

“Ambient computing” is actually a catch-all term for several new technologies. These include Internet of Things (IoT) devices, AI-driven devices, and cloud storage solutions that allow previously impossible amounts of data to be stored and processed.

The advantage of looking at these technologies under one term, though, is that it allows us to see the future of marketing more holistically. And that’s what we’ll look at in this article. 

Social Selling Helps Boost Sales

I define social selling as the process of researching, connecting, and interacting with prospects and customers on social media networks. It focuses on nurturing leads, building brand authenticity and building trust with your prospects. 

Leading firms have taken advantage of social selling and have begun reaping the benefits it offers. Research has shown that 70% of sales professionals are active on LinkedIn for business purposes, 89% believe social networking platforms such as LinkedIn are important in closing deals, and 64% of sales reps who invest time in social media are hitting their sales quota.