LBMA: PayPal’s Interest in Acquiring Pinterest

In this episode of Location Weekly, the Location-Based Marketing Association covers PayPal looking to acquire Pinterest, Starbucks exploring cashier-less stores with Amazon tech, Walmart testing text-to-shop technology, and Fast Simon debuting shop-by-image search.

Why Affiliates and Influencers Are Critical to Business Growth

With modern consumers trusting traditional advertising methods less and less—combined with consistent cost increases across other digital channels—it is more important than ever for businesses to leverage new, more trustworthy, and cost-effective channels. So if you have yet to invest in your partnership channel this year, now is the time to shift your thinking, and here’s how.

Google Local Search Trends IV: Federation

The initial launch of the GMB API in late 2015 allowed partners to maintain listings in near-real-time and at a much greater scale than was possible before. Now we’re in the midst of another sea change. Since the beginning of 2021, the API has been undergoing a complete overhaul from the ground up, a change that, once completed, will leave us with a totally different architecture that is more flexible and capable of much quicker iteration. This means, in all likelihood, that Google My Business as it is used by partners and the businesses who work with them will be able to move faster to fix issues and release new features.

Why Are We Still Talking About Bias in AI?

Rather than delegating AI ethics to one specific team, ethics should be part of everything your organization does. A data ethics business foundation can help keep businesses accountable and encourage their employees to recognize inequities and act on them in real-time.

What Location Data Tells Us About Post-Pandemic Tourism

Data-driven insights have become crucial as the world prepares to reopen and drive growth to key travel destinations. Every single consumer segment has had to change their lifestyles and adapt to a changed landscape. This increases the urgency of collecting timely data to inform decisions as opposed to relying on past wisdom.

Holiday Insights: Mission-Driven Messaging and Customer-Driven Strategy

Each month, Street Fight sources experts insights from the businesses in our ecosystem on our theme. This month’s theme is the Hybrid Holidays, and our experts share their takes on mission-driven messaging, customer-driven strategy, the blurred B2B-B2C divide, and consumer preferences.

LBMA: Old Spice Goes Wild with Snapchat at Walmart

In this episode of Location Weekly, the Location-Based Marketing Association covers Old Spice going wild with Snapchat at Walmart, Toronto’s Art Heist scavenger hunt, United Airlines using PayPal QR codes for in-flight payments, and Starfield Hanam shopping mall in Korea launching an interactive video wall campaign.

How to Revamp Your First-Party Data Strategy with Privacy in Mind

Instead of relying on tedious workarounds or shaky inferences, marketers can build zero- and first-party data experiences that let customers tell the brand explicitly what kind of personalization they want.

5 Pillars of Strong Tech Thought Leadership

Communications professionals and tech executives often ask what distinguishes strong tech thought leadership from pitches that miss the mark. Here are five pillars of high-quality tech thought leadership to guide would-be thought leaders to success.

Holiday Insights: Mobile Strategy and Interactive Advertising

Each month, Street Fight sources experts insights from the businesses in our ecosystem on our theme. This month’s theme is the Hybrid Holidays, and our experts share their takes on mobile strategy, interactive advertising, customer service, and empathetic messaging.

LBMA: Home Depot Hires Walmart to Deliver Goods

In this episode of Location Weekly, the Location-Based Marketing Association covers Home Depot hiring Walmart to deliver goods, Albert Heijn looking to monetize its app/web customers with Google-like ads, Apple upping its game with enhanced “find my phone” location features, and Playfair Group bringing a mobile jukebox to seniors.

Why Deep Linking is a Must for M-Commerce Marketers this Holiday Season

The 2021 Adobe Digital Economy Index reported that 60% of online retail website visits in August 2020 came from smartphones, which now account for 40% of all online sales. It’s undeniable; mobile commerce — or m-commerce — will be a major factor in retailers’ success this holiday shopping season.

LBMA: Etsy Launches a Virtual AR Showroom

In this episode of Location Weekly, the Location-Based Marketing Association covers Uber Eats rolling out pumpkin delivery in 3 cities, Lancome debuting a virtual pop-up store in the UK with ByondXR, Reveal Mobile acquiring MIRA, Kantar and Route joining forces on OOH measurement, and Esty launching a virtual AR showroom with The Etsy House.

Stop Flying Blind: Why Closed Feedback Loops Matter More Than Ever

These changes have a lot of marketers feeling like they’re flying blind, but you don’t have to stay lost in the fog. Instead, you can use automated surveys to take your customers’ pulse, establish a solid baseline, and execute a closed-loop feedback strategy to continuously improve. This approach will give you the key metrics you need to consistently deliver a great customer experience in three steps.

What Becomes of Brand Identity in a World of Changing IDs?

Branding is in the eye of the beholder. Or, as Al Ries and Jack Trout’s classic marketing text Positioning, the Battle for your Mind puts it, a brand’s positioning is the space it occupies in the mind of the prospect. Decades of the world’s best marketing leaders and agency pros have rallied around this definition. If it’s true, what happens to measuring brand identity and positioning with the dramatic shift in one of the best attribution tools marketers have ever known?

How Human-to-Human Marketing Can Counter the Labor Shortage and Drive Q4 Growth

In times of economic uncertainty, local communities look to support their own, ensuring businesses stay open and neighborhoods stay strong. What most brands miss is that they are a legitimate part of the community fabric and can leverage their place in that fabric as a marketing and sales asset.

Smart Brand Strategy in an Endemic Era: How to Effectively Gain Trust

The future of brand strategy is all about increasing engagement with quality interactions in a way that inspires loyalty and trust from a brand’s prospective audience.

LBMA: 605 and PlaceIQ Partner Up

In this episode of Location Weekly, the Location-Based Marketing Association covers 605 and PlaceIQ’s partnership, Logiq introducing a geofencing platform, Robomart launching a mobile store-hailing platform, and MoodMedia acquiring PlayNetwork.

How Brands Can Rock TikTok to Reach Gen Z

The bottom line for brands is that by being strategic about platform priorities, emphasizing authenticity, and nurturing organic social, marketers can reach the influential Gen Z audience they need to survive and thrive.

Google Local Search Trends III: Socialization

In this third of four installments in my series on recent and ongoing trends in local search, I want to focus on signs that Google’s local platform — comprising Google My Business, Google Maps, and the local component of Google Search — has become, under our noses, a massive social network. Google has achieved this status not through traditional methods of connecting users to each other, but by allowing and encouraging users to share their experiences, questions, and opinions about local businesses in a variety of forms and at a massive scale.