To maintain the business of today’s consumers, consistency is key. Just under 70% of respondents said they’re less likely to return to a store after just one subpar experience. As for what earns a shopper’s approval, only 19% of consumers said they seek out food or entertainment from stores. More important are fundamental technical capabilities like mobile app integration and access to WiFi. Two thirds of shoppers even said retailers are too focused on experimental tech and should pay more attention to the building blocks of good retail strategy.
The content consumers are craving is personalized and brief. Over 40% said they would like content experiences between 15 and 30 seconds, and another 26% favored engagement somewhere between 30 and 90 seconds. Despite amplified privacy concerns of late, 68% indicated a willingness to trade some personal information in exchange for content tailored to their interests.
Brands still trigger-happy on mobile push notifications may want to reconsider. Twenty-five percent of respondents ranked them as their least liked content delivery method among current and future modes of discovery.
Although the average share of budgets spent on influencer marketing is just 10%, that figure is growing as visual platforms like Instagram, Snapchat, and Pinterest see explosive growth.
The problem? Brands are often focusing on misleading vanity metrics in an attempt to justify those investments. For example, many marketers track follower counts as a primary indicator for determining brand and influencer partnerships. Growing evidence shows that follower counts do not equate to true impressions or reach data, giving brands a false sense of how their campaigns are performing.
In Gartner’s 2019 CIO Survey, which included more than 3,000 CIOs from 89 countries, AI technology was ranked as the technology most likely to be disruptive. Despite their enthusiasm for AI, CIOs showed a lack of certainty over the best way to implement the technology and get their newest marketing strategies off the ground.
That uncertainty has the potential to negatively impact brands’ bottom lines, and it’s an issue that industry insiders like Cerebri AI co-founder Jean Belanger are working to combat.
Online metrics, like click-through rates and return-on-ad-spend, can quickly show ecommerce retailers how well their digital advertising campaigns are working. But what happens in the real world? The KPIs used in ecommerce mean almost nothing to brick-and-mortar merchants. In fact, digital approximations can actually cause merchants with physical locations to overspend on certain audience segments, while undervaluing others.
That’s something Zenreach is trying to change.
Civil rights and privacy activists asked, and the San Francisco Board of Supervisors delivered.
The city banned the use of facial recognition technology by law enforcement and other municipal agencies on Tuesday, becoming the first in the country to do so. Other bills in the works in Massachusetts and even on Capitol Hill suggest that additional restrictions on the technology may be forthcoming.
As some of the most visual social channels, Instagram, Snapchat, and Pinterest have become important tools for brand marketers. These are also the channels most likely to be used by so-called “influencers,” the social media stars who frequently partner with brands to promote products to their online followers. Influencer marketing has become a big business, with 31% of retailers now working with brand advocates to become influencers and 28% using paid celebrity influencers to spread the word about their products and services.
Here are six popular influencer marketing platforms being used by retailers and brands right now.
Spending on Mother’s Day is expected to reach $25 billion this year, with consumers flocking to department stores and florists in search of the perfect gifts for Mom. The bulk of that spending will happen in the next few days, as foot traffic data from the location platform GroundTruth reveals that Americans tend to wait until the very last minute to shop for Mother’s Day gifts.
What are retailers around the country doing to prepare for the onslaught of last-minute shoppers? More than ever before, retailers are leaning on visual marketing opportunities to drive last-minute sales.
A whopping 64% of respondents indicated relying on Google My Business to find contact information for local business, suggesting it’s an indispensable platform. Yet consumers still trust local business websites most of all, and only 8% say they never consult a business’ website when making shopping decisions.
“Marketing automation is all the rage. Everyone feels like they need to ‘do it’ or they’ll be left behind. That rush to do the latest ‘new thing’ without thoughtful planning often leads to failure,” says Winston Lord, co-founder of Venga, a guest management platform that uses automation to enhance customer experiences. “It’s critical to build a 360 degree view of your client and your strategy before implementing marketing automation.”
The ad tech industry’s state of flux and disarray spurs confusion and buyer skepticism of real innovation. This is particularly prevalent in rapidly evolving areas like programmatic that also contend with existing legacy trust issues. I come across this every day, as there seems to be a persistent rumor that programmatic Out of Home (OOH) is “fake,” and that, when looking under the hood, programmatic OOH is merely an automated process for reserving and purchasing inventory. This misconception results in missed opportunities for marketers.
The partnership will enhance Airship and Braze’s efforts to furnish clients with precise mobile messaging based on the location of the customers they want to reach. Airship and Braze help brands engage their customers, retaining their business and ideally driving them back in-store. Airship rebranded, dropping the Urban from its name, last month.
Brushing aside customer surveys and other imprecise measures of customer loyalty, location intelligence firm Foursquare released a location-based report this morning that evaluates best practices and practitioners in loyalty among casual restaurant chains.
Most importantly for future considerations, the report suggests that brands can improve loyalty in all four of the areas that contributed to its index.
There’s no time for the future of retail like the present. That is the motto at Walmart’s Intelligent Retail Lab, a live experiment in AI-driven shopping experiences that is now open to the public at a Walmart Neighborhood Market in Levittown, NY.
Five billion would be a record for FTC punishment of a tech company and would signal harsher scrutiny to come for an industry that has accrued unparalleled wealth and power with little regulatory oversight. Facebook’s fine comes after a saga of instances in which it failed to protect user data. Most damningly, the company vowed to shore up its data protection practices in 2011 and can now be accused of failing to uphold that promise.
Global brands—the kind that can afford huge teams of in-house marketers—are increasingly relying on marketing automation tools to manage triggered email campaigns, prioritize leads for sales, and leverage mobile campaigns across their customers’ journeys.
Here is how five top global brands are deploying automation to improve the way they interact with customers.
Borrell Associates, a firm that provides cutting-edge insight for the location marketing industry, announced a leadership change on Tuesday. Jim Brown, previously vice president of sales, will take on the role of president, partnering with Corey Elliott, newly minted senior VP of local market intelligence, to help steer Borrell into the future.