How SMBs Capitalize on Customer Data

Small businesses have had to squeeze every bit of value out of their operations in the past year and are quickly realizing the importance of knowing their customers. Luckily, collecting and taking action on data doesn’t have to mean learning an entirely new skill set. 

Rather, it can be as simple as using the information that you already have, or could easily access, to improve the things that you’re already doing.

Email Security for Small Businesses

A secure company email account is just as important for small and medium-sized businesses as it is for large enterprises. More often than not, it’s email-based breaches at Fortune 500 companies making the news, but SMBs are targeted by email threats just as often, if not more.

2021 Holds a Bright Future for Advertising. Yes, Really

While 2021 holds a lot of uncertainty when it comes to the pandemic, there are absolutely things that marketers and publishers can and should plan for. That entails making identity, data quality, and privacy a key part of their strategy for the year. 

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New Ad Targeting Group: Cannabis Consumers

According to a new commissioned study conducted by Forrester Consulting among marketing leaders in the US, most brands (>75%) are already interested in cannabis consumer data to better understand and reach new and existing customers. 

They recognize that sustainable, long-term growth requires keeping pace with their customers’ interests, like cannabis, as they evolve over time. They also see the value of this massive audience that possesses ideal attributes for campaign activation up and down the funnel. 

Location-Based Marketing Association’s 2021 Predictions

In this episode of Location Weekly, the Location-Based Marketing Association reflects on the year that was and speculates on the year ahead. Check out their predictions for 2021 on the latest episode.

Ads in 2021: IDFA, Universal ID 2.0, and DTC Inspiration

In search of a new identity solution, publishers will prioritize first-party assets, including email, in concert with any Universal ID adoption. This is just one of many changes advertisers will make in the new year to respond to a shifting ecosystem.

Voice Growth Will Further Amazon and Google’s E-Commerce Dominance

For most people, e-commerce starts with a Google or Amazon search on our computer or phone. We read reviews, compare prices, and analyze how something will look or fit in our lives. We don’t know where we will end up, but we browse options from our favorite retailers until we find exactly what we are looking for. 

What happens when we stop using visual cues and start searching with our voice? And what happens when the results that our voice triggers are controlled by the device interpreting those questions or commands? 

How to Start an Online Store From Scratch

Encouraged by the pandemic, consumers have also openly embraced online shopping. In fact, more of them plan to continue shopping online even after the pandemic is over.

Therefore, it’s an ideal time to start an online store, and this detailed guide can help you get started.

Covid is Changing Search. Here’s How to Respond

Advertisers, brands, and agencies are scrambling to deliver the highly tailored, localized search experiences that Covid-era consumers are increasingly looking for. In fact, 61% of marketers in a recent Forrester study said that improving the efficacy of their local marketing is a high priority for 2021.

So, how can advertisers and marketers navigate this evolving, more localized search landscape and get it right? Here are a few key items to keep in mind.

AWS Launches a Google Maps Rival

In this episode of Location Weekly, the Location-Based Marketing Association covers AWS launching Location Service, a Google Maps competitor, Mood Media being acquired by Vector Capital, Starbucks partnering with Pokemon Go in Asia, Bayern Munich using AR to connect with fans, and Gimbal being sued for patent infringement.

Customer Experience is Your Best Marketing Tool

Providing an outstanding customer experience can be your most powerful and cost-efficient marketing strategy. In a business world where dozens of other companies sell the same products and services as you do, creating an environment where customers enjoy dealing with your company will help your brand stand out from the rest. 

Respecting Data Privacy while Boosting Business

The concept of being relevant while not being intrusive is not mutually exclusive. Certain brands have been able to master this delicate balance. One such brand is Apple. Apple knows that I have an iPhone 12, but they aren’t chasing me on all corners of the internet trying to sell me accessories, or worse, another iPhone. However, when I go to the Apple Store app, it has all my devices connected to my Apple ID, creating a curated list of relevant products. This is a masterclass in being relevant without being intrusive.

How to Tell Customer Stories During a Pandemic

How do we continue to market our company and tell our customers’ stories when customer experiences have become a moving target? Here are five tips for how to tell your customer’s story during the Covid-19 pandemic.

NextNav Releases a Plug-in for Vertical Positioning

In this episode of Location Weekly, the Location-Based Marketing Association covers NextNav releasing a developer plug-in for vertical positioning, PointMe developing a solution for “point and click” in the physical world, Pointr & Comfy partnering to make workspaces safer to return to after COVID, and SKODA adding location-based services to their vehicles. 

Retail Scams During the Holiday Season

Online retail was hot in 2019 and likely to be even more so in 2020. That’s good news for retailers, of course. Unfortunately, it comes along with some potentially bad news: These high traffic numbers motivate retail scammers to take advantage of the situation, and retailers may potentially be caught unawares.

Can Mobile Gaming Boost Multi-Location Brands?

Climbing Pokémon Go revenue is mostly from in-app purchases, where players pay for digital in-game elements to accelerate their leveling up. But Pokémon Go maker Niantic is also looking to diversify its business model with other revenue streams — most notably, local advertising.

Digital Advertising in 2021 Will Be Surprisingly Normal

While this year’s advertising headlines were dominated with the doom and gloom of cookie and IDFA elimination, those critical industry-defining decisions will be pushed off, as marketers want to return to normalcy just as badly as consumers do.

5 Local SEO tips for Businesses during Covid-19

SEO has not been spared by the pandemic. It is more important than ever to make sure that new customers in your local community can find you in search results. 

In this article, we will look at 5 SEO tips that will help you boost your visibility online during Covid-19. 

Developing an FAQ with Google Q&A

The major downfall and benefit of Google Q&A is that anyone can ask a question, and anyone can answer. For businesses, brand representation comes into question, and they’re challenged with not only answering questions themselves, but also monitoring the responses left by others on the web. 

Despite the challenges, when managed at scale, Q&A is an excellent forum to bring customers and businesses together and improve engagement with your brand.

Discounts Drove Black Friday Foot Traffic

To see how clothing retailers fared, we took a look at foot traffic to the top 10 in the U.S. We did a straight comparison on foot traffic between Black Friday weekend last year and this year (11/28/19 – 12/2/19 and 11/26/20 – 11/30/20). 

Across all 10 retailers, store visits dropped an average of 42%. Who fared best? Who took the biggest hit? We queried our proprietary geofencing marketing database. Here’s what we found.