In this episode of Location Weekly, the Location-Based Marketing Association reviews location based marketing’s 2021 events and covers what the industry can expect this year.
Beyond Localization: How Ultra-Targeted Email Newsletters Help Publishers Drive Engagement and Revenue
For many years, email had been overlooked and undervalued as new channels emerged to steal the limelight — and budget. Now, this stalwart channel has come full circle, once again becoming the centerpiece of audience engagement for brands and publishers for its direct, affordable solution to content targeting and personalization. As the industry looks to move forward in a post-cookie world, email is proving to be the most effective and trusted channel for helping publishers drive new revenue and business growth.
Each month, Street Fight sources expert insights from the businesses in our ecosystem on our theme. This month’s theme is 2022 predictions, and our experts share their takes on first-party data, personalization, curated ad marketplaces, and retail media.
As 2022 approaches, marketers are entering yet another year of great uncertainty as they try to navigate the impending elimination of third-party cookies, privacy updates, and new consumer behaviors. So, let’s dive in. What are some of the biggest areas of focus for marketers next year?
In this episode of Location Weekly, the Location-Based Marketing Association covers Hyatt rolling out room keys via Apple Wallet, the New York Mets launching facial ticketing at Citi Field, Foodtown Supermarkets completing a successful pilot with Allegiance Retail Services, and Heineken getting into the Christmas spirit to solve supply chain woes.
Figuring out what type of Local Guides are leaving reviews, and what kind of reviews they are leaving, matters for a few reasons. First, Local Guides are responsible for writing more reviews of local businesses than any other group on the internet. Second, Local Guides write reviews under circumstances that make them different from ordinary consumers: They are self-selected volunteers who get rewarded, albeit in a non-monetary fashion, for their contributions. Fairly or not, they are often thought of as biased and their contributions as less valuable, merely “written for points.” Third, the true characteristics of Local Guides are not well known, because they have not yet been subject to this type of study.
Each month, Street Fight sources expert insights from the businesses in our ecosystem on our theme. This month’s theme is 2022 predictions, and our experts share their takes on B2B streaming advertising, capitalizing on first-party data, ad automation, and digital video content.
After conducting more than 50 “local intent” searches, I’ve found that not all of them return the new “mega map,” nor is the new layout as consistent as it at first appeared it would be. The range of searches I tried includes generic keyword searches for brick-and-mortar stores, such as the example above, as well as searches for local service providers, chain stores, products, and more. I tried covering a broad base of searches covering a range of categories. I made sure all of my searches would be interpreted as local by appending “san francisco” to each query.
The privacy solution is sitting right in front of marketers’ faces. Shifting data analysis onto the mobile device of each user is the path out of this impossible situation. Not only does it solve the privacy issue, it also makes it possible to enrich previously available data with much richer datasets, some of which are available immediately upon download.
All brands and retailers are competing against each other for sales this holiday season, and the surge in e-commerce has favored big retailers like Amazon, Walmart, and Target thanks to accessibility, convenience, and marketing dollars. Local businesses, which previously thrived on outpacing big brands with superior in-person customer service, are now being pushed to adapt to the new consumer, one who spends less time browsing a retail location and more time scrolling online.
In this episode of Location Weekly, the Location-Based Marketing Association covers Skyhook signing a partnership with Sigfox, Asda partnering with GoodMaps to help the visually impaired navigate stores, Girls trying coding inside Doja Cat’s new music video, and Alexa in a Pear Tree — Alexa arrives in NYC Christmas window displays.
Here are three predictions for what could happen at the intersection of immersive tech and local commerce. And because I often disparage broad predictions that don’t have any teeth, we’ve included action-specific or figure-based statements in each prediction (highlighted in bold).
Each month, Street Fight sources expert insights from the businesses in our ecosystem on our theme. This month’s theme is 2022 predictions, and our experts share their takes on measurement and advertising optimization, consumer trust, contextual ads, and marketing with social good as a guiding principle.
Local Guides write most of the reviews on Google today — about 62% of all reviews, in fact. In the restaurant category, the dominance of Local Guides is even greater, with Local Guides writing about 69% of all reviews.
ID solutions for the open web are going to be invaluable for publisher monetization, so in 2022 collaboration will dramatically increase. ID partners in 2021 operated in the identity arena like a circular firing squad. Everyone claims their privacy is better than others, and everyone who has a solution wants to say theirs is the only one that works. In reality, all have to work together.
Companies had to act quickly to respond to sudden changes within the mobile marketing ecosystem as user activity shifted and time spent online increased. If you are wondering what to expect in the mobile marketing ecosystem for 2022, this guide will help you set expectations and stay ahead of the curve. Here are three mobile marketing trends that must be on your radar in 2022.
In this episode of Location Weekly, the Location-Based Marketing Association covers CVS rolling out audio prescription labels, Circle K teaming up with Pokemon Go, Precisely releasing a dynamic demographic offering, and Volkswagen embracing AR for Amazon shipping boxes.
Each month, Street Fight sources expert insights from the businesses in our ecosystem on our theme. This month’s theme is 2022 predictions, and our experts share their takes on the growth of retail media, the battle for consumer attention, the growth of CTV/OTT, and the increasing centrality of messaging to marketing.
Three of the most notable trends — the ever-increasing importance of native Google My Business (now Google Business Profile) factors and, in particular, of reviews, as well as the diminished impact of citation building — are reinforced this year, with Google profile optimization accounting for 36% of local ranking, up from 33% last year, and reviews inching up from 16% to 17%, while citations continue at 7%, down significantly in importance compared to their prominent role in earlier years.