3 Ways Local Content Drives Customer Connections
Social distancing is here for the long haul, but consumers are still craving social connection. Brands can fill in the gaps by maximizing their digital presence on the key search and social platforms, such as Facebook, Google My Business, and Yelp, where consumers are spending increased time online.
Post-Third-Party Cookie Advertising and Experiences
Companies will still need to provide an equivalent user experience to the unknown visitors or risk driving them away. They will need to find incentives to drive authentication and opt-ins; additionally, they will need to create a brand experience that is broadly accessible in lieu of today’s personalized approaches that rely on third-party data insights.
How Privacy Will Upend Advertising in 2021
Of course, if mobile numbers are adopted as a universal ID, Apple, Google, and Facebook won’t get their way. They will not go down quickly and will likely continue to bury email IDs as a viable solution. We’ll see the entire industry disrupted as each of the powerhouses marches forward with their plans to own the future of privacy, ensuring they monetize the very thing they are touting to protect.
Contactless Pay Is the Next Big Pivot in Retail CX
Remember when Amazon launched Prime? The entire retail customer experience (CX) changed overnight — for everyone. The bookseller-turned-everything-seller suddenly offered low prices and fast and free delivery, leading traditional retailers to pivot drastically to keep up with their mega-competitor.
But sometimes, unexpected CX overhauls are a good thing — especially when competitors have to pivot, too.
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.
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.
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?
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.
Your Flagship Store Should Be Digital in 2021
The customer experience must be the central tenet for all brands in 2021. The retail changes that occurred in 2020 have made e-commerce the highest and most important expression of your brand. A digital-first approach to retail is now required to create frictionless experiences across channels.