The Era of Zero-Click Consumer Engagement Is Here
Location marketing has now had its testing moment, a moment that Google and its contemporary alternatives have been priming themselves for, whether knowingly or not, for quite some time. The era of zero-click consumer engagement has arrived; if that had been apparent to local SEOs prior to this year, it’s now clear to consumers and everyone else concerned with the business of local commerce.
Gimbal, NextNav Go Vertical with Next-Generation Location Offering
Gimbal, the location intelligence platform, and NextNav, the developer of geolocation technologies, are coming together on a new vertical dimension that could help brands and retailers more accurately understand how customers are moving through physical spaces. The potential applications are vast, but executives at both firms see fulfillment options like curbside and in-store pickup as being some of the most immediate use cases.
On-Page Content Differentiation: The Benefits of Location-based Messaging
Content consists of more than just your copy block, though it’s a great place to start. Adding product information, featured collections, and highlighted services are all elements that enhance your on-page content strategy. Understanding what’s popular in that specific area and how customers are searching for your products or services in that area can help guide your content strategy to differentiation and success. Therefore, it is key to create content attuned to regional differences, or location.
FocalPoint Raises $8m to Improve GPS Accuracy
In this episode of Location Weekly, the Location-Based Marketing Association covers TmrO app creating connections between freelancers and the music and film industries, FocalPoint raising £6 million to improve GPS accuracy, Chipotle investing in driverless company Nuro, and Whole Foods tapping into AR cosmetics try-on tools.
Street Fight’s April Theme: Targeting Location
When huddling to determine April’s focus, it was evident that one topic flows naturally from March’s privacy theme: location targeting. Indeed, among all of the subdivisions of privacy reform, location-based data collection is one of the most sensitive. And it’s where many data collection restrictions will focus, such as Apple’s iOS location tracking notifications.
The Privacy Endgame
There is an endgame that can put a stop to drip-drip privacy changes. A reality in which large corporations go back to not knowing the intimate details of their consumers’ lives and are still able to use technology to provide better user experiences through hyper-personalized engagement. A reality in which consumers can enjoy personalized experiences at exactly the right moment without broadcasting their location to anyone. A reality in which it is technology, not fine print, that protects both consumers and corporations.
The Deprecation of Cookies Leads to a New Probabilistic Playbook
The upshot is that deterministic approaches via walled gardens will still have importance, but they will simply become a strategy play as opposed to a catch-all approach for digital marketing. It’s apparent that any brands buying or relying on deterministic audiences need to augment their solutions to ensure they meet their ongoing campaign goals.
Google’s Ad Changes: The King Just Built a Moat Around His Castle
The initial frenzy over Google’s news regarding its latest privacy updates has abated, and now it’s time to really think about what it means – for Google, for brands, and for the industry as a whole.
As governments have lit a fire under brands and consumers have become more data-conscious, the future of marketing and advertising is unfolding before us. Let’s take a dive into what it all really signifies.
Expert Roundup: How Will Location Intelligence Transform This Year? Part II
To define the current state and future trajectory of location intelligence, we’ve rounded up top industry voices and thought leaders. Executives at GroundTruth, Blis, and Stirista weigh in.