Importance of “Performance Content” Grows alongside E-Commerce

When digital marketers think of content, they may think of Google Posts, basic SEO material, or thought leadership posts. But as e-commerce thrives, the most fundamental content to upgrade may be what digital marketing firm Jellyfish is calling “performance content.”

What Is Person-Based Advertising?

Account-based marketing promised to take marketing to a new level of granularity. Instead of targeting entire companies, marketers would be able to connect with the specific accounts within enterprises that could lead to conversions.

But Influ2 reckons that ABM doesn’t offer B2B marketers enough granularity. As a result, it is pioneering person-based advertising in the B2B space, bringing the personalization of consumer marketing to the B2B setting.

Amazon’s Retail-as-a-Service Expands into Payments, AR, and Salons

As Amazon continues to mature, it needs to find revenue growth in new, creative places. The company’s booming advertising business is one such conquest. Iterating on the AWS playbook by bringing tech-fueled logistical innovations to physical stores could be another.

Airkit Raises $40 Million to Fuel the Future of CX

Just this morning, the low-code digital customer experience platform Airkit announced a $40 million round of Series B funding, led by EQT Ventures. The Series B will be used to accelerate the company’s investments in go-to-market and product development. The announcement comes just seven months after Airkit came out of stealth with a $28 million Series A.

2021: All Upside for Digital

As retailers try to determine how to welcome customers back in person while expanding digital efforts that accelerated last year, NetElixir CEO and founder Udayan Bose weighed in on what to expect from commerce and why retailers should invest aggressively in online channels.

6 Touchless Payments Apps for Small Businesses

The latest wave of touchless payment solutions are designed for small merchants dealing with the fallout from the pandemic. Contactless payments went from being “nice to have” to a being an essential service for retailers in 2020, as consumers around the world discovered that they really didn’t want to touch cash or POS hardware while they were making purchases at local stores.

Digital Advertising’s 2-Sided Transparency Problem

There’s another side to digital advertising’s transparency problem: Companies don’t even know what they know about consumers. Just as consumers use dozens of apps, businesses use hundreds of applications. Most, if not all, of them collect data on employees and customers. But sifting through that data, figuring out what is necessary, and determining whether it is privacy-compliant is a Sisyphean task.

How Should Retailers Navigate the Post-Covid Landscape?

While the return of nearly unrestricted in-person shopping heralds brighter days for brands and retailers, it is also a challenge. Consumers have gotten used to digital shopping as e-commerce soared amid the pandemic. How will retailers provide that same frictionless experience to meet elevated customer expectations in-store? Amy Vale, CMO at cash-back app Dosh, weighs in.

Innovation Brief: Instagram, Rockets, and Drones

M7 Innovations’ Matt Maher discusses Instagram’s creator economy, commercial space travel, and drone delivery.

6 Buy Now, Pay Later Solutions for Retailers

Retailers that don’t start offering flexible payment options on their checkout pages soon risk losing shoppers who prefer the unconventional approach to financing, especially for more expensive items. Flexible payment solutions tout bigger carts, customization, and faster transactions among their benefits.

Retailers Turn to AI to Assist with Forecasting Challenges

With machine learning and AI, retailers have been able to navigate the continued imbalance between supply and demand. This is especially true for digital-first retailers and on-demand businesses. The number of online grocery shoppers increased by 35 million during the pandemic. That opened the door to new opportunities, but it also opened the door to certain logistical challenges that grocers never experienced previously. For example, online grocery shoppers expect the items in their mobile apps to be in-stock and available for delivery immediately, which is different from a shopper who casually browses store aisles to see what’s available at a brick-and-mortar location.

Verizon Provides FLoC Alternative. Will It Work?

Verizon became the latest player to compete against Google’s FloCs this month with the launch of its new Next-Gen Solutions tool. The move marks a broader shift in ad tech toward contextual ads.

Fanplayr Allows Advertisers to Do More with First-Party Data

With 88% of marketers citing the collection and storage of first-party data as a “high priority,” a startup called Fanplayr is stepping in with a solution.

Vaccine Rollout Spells Opportunity for Brand Marketers

Using foot traffic dashboards from technology companies like Quotient, brands are gaining insight into consumers’ movement in and around vaccination locations. The insights are being used to fuel targeted OOH and DOOH campaigns, designed to engage consumers on an intimate level.

Expert Roundup: How Will Location Intelligence Transform This Year?

To define the current state and future trajectory of location intelligence, we’ve rounded up top industry voices and thought leaders. Executives at Foursquare, Gravy Analytics, and UM weighed in.

How 5 Brands Adapted Their Loyalty Programs for a Post-Covid World

According to McKinsey, more than 75% of consumers tried new brands, places to shop, or methods of shopping in 2020. The reason? Product availability was high on the list, but so were price and the availability of promotions. Now, as the vaccine rollout continues and states work to get back to normal, brand marketers are finally coming up for air and looking at how they can adapt their loyalty and rewards programs for the post-Covid world.

Back to ‘Normal’ Requires Omnichannel Approach

Retailers facing new competition need to hold strong while consumers return to some of their pre-pandemic patterns while also exploring new marketing avenues and cross-channel strategies designed to pull people back in-store.

3 Reasons Virtual Events Are Here To Stay

More than one in five Americans is fully vaccinated, and travel rates are soaring to yearlong highs, but virtual events are not going anywhere. Or virtual components of events, anyway.

Innovation Brief: Microsoft, Twitch, and Autonomous Pizza

M7 Innovations’ Matt Maher discusses Microsoft’s Nuance acquisition, virtual influencers reinventing the livestream, and autonomous pizza delivery.

Verizon and Catalina Partner to Power Online-to-offline Attribution

Seeing a void in the marketplace, ad tech vendors are stepping in with tech solutions designed to help brands link in-store and online transactions to digital ads in real-time. Just this month, Verizon Media partnered with Catalina, a provider of consumer-driven marketing solutions, to help CPG brands more effectively connect digital campaigns with sales. The partnership matches Catalina’s sales data to Verizon Media’s identity graph, which means Verizon Media is now the first DSP to be integrated with a top CPG sales data provider.