Predictions Roundup: Organic Search and Cookie Deprecation

Experts assess changes to local search and location marketing in the wake of Google search updates, privacy changes, and cookie depreciation.

5 Digital Transformation Steps for Retailers in 2021

Retailers need to prioritize digital transformation. They should focus on omnichannel acceleration, inventory transparency, and customer communication.

Brick-and-Mortars Pivot to Logistics, Entertainment

Brick-and-mortar retailers are using storefronts as warehouses, logistics hubs, and entertainment venues in the wake of Covid-19 disruption.

Google’s Ads Data Hub Should Be on Every Marketer’s Radar

Ads Data Hub incorporates privacy by design and is first-party data-driven, which is crucial in today’s environment. It is built on a future-proof cloud architecture, meaning as technology continues to evolve, ADH will stay relevant. With all of its capabilities, ADH should be on every marketer’s radar.

After E-Commerce Gains, Retailers Struggle with Return Logistics

$70.5 billion worth of holiday purchases this year are expected to be returned, and 400 million square feet of additional warehouse space could be needed just to process those returns. For retailers already facing a deluge of products coming back into their warehouses, it could already be too late.

Brick-and-Mortar in a Post-Covid World

After months of shopping primarily online, and taking advantage of services like same-day deliveries and curbside pickups, can shoppers be persuaded to come back into physical stores?

Marketing in 2021: Universal ID Race and Creative Efficiency

Marketing in 2021 will bring a universal ID race that The Trade Desk is leading, though Amazon DSP is a dark horse. It will also spur greater creative efficiency.

SMBs Seek Speedy Relief to Recover in 2021

The Biden administration is pledging $15 billion in grants to help businesses, and $35 billion for small business financing programs, as part of its new American Rescue Plan. But many grants and recovery programs have long timelines, and business owners are saying they need more immediate support.

What Marketers Can Learn from the Mobile-First Shopping Season

Mobile commerce gained in popularity throughout the year as Covid-19 confined consumers to their homes. Marketers need actionable tips to keep up with mobile shopping trends in the year ahead. 

Three Key Shifts the Tech Space Will See in 2021

What we will see with voice is a gradual-but-growing diversification of product discovery beyond websites and mobile apps. And voice will increasingly be a part of the mix.

Why Marketers Are Prioritizing In-App Notifications in 2021

According to a survey by the cross-channel marketing platform Iterable, in-app and push notifications are primed for a jump in utilization in 2021, as marketers look for smarter ways to take advantage of the boost in mobile usage among consumers during the pandemic.

3 Ways SMBs Can Beat Competitors With Tech in 2021

As Salesforce CEO Marc Benioff recently put it, digital experiences are no longer nice-to-have features but need-to-have services for all businesses. Let’s look at three important ways SMBs can meet this new digital imperative head on in 2021 while beating competitors down the street.

Your Flagship Store Should Be Digital in 2021

The customer experience must be the central tenet for all brands in 2021. The retail changes that occurred in 2020 have made e-commerce the highest and most important expression of your brand. A digital-first approach to retail is now required to create frictionless experiences across channels.

CDPs and Martech M&A in 2021

Ad and martech companies will thrive this year by leveraging their ability to provide brands and advertisers with new strategies to win in a post-Covid environment. CDPs will become the new DMPs and CRMs, and M&A will accelerate.

Reflections on 2020 in Local: Innovation by Necessity

From a big-picture perspective, innovative tech providers are recognizing that SMBs don’t need all the bells and whistles that may come with an enterprise solution. They need tech that solves critical everyday problems that are common across the local landscape. 

Can Immersive Marketing Boost Local Businesses?

One of the emerging technologies driving innovation amid Covid is AR. For example, its ability to add real-life interactivity to e-commerce gained traction in 2020. This could extend to a post-Covid world of “touchless” retail for in-aisle virtual product interaction.

Brands Must Balance Local Engagement with Scale

Alex Nocifera sees plenty of reasons to be optimistic. As the founder and CEO of Field Day, a local marketing startup, Nocifera believes that marketers in 2021 will be tasked with deciding when and how to diversify their budgets back to a balanced blend of online and offline spending.

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How Privacy Will Upend Advertising in 2021

Of course, if mobile numbers are adopted as a universal ID, Apple, Google, and Facebook won’t get their way. They will not go down quickly and will likely continue to bury email IDs as a viable solution. We’ll see the entire industry disrupted as each of the powerhouses marches forward with their plans to own the future of privacy, ensuring they monetize the very thing they are touting to protect.

3 Changes in CTV That Will Endure in 2021

While this year has seen so much change in TV, I expect even more next year, especially given that there is so much uncertainty related to Covid-19. With that in mind, here are three CTV predictions for 2021 and the ways they stand to impact the industry. 

Recent Ad Fraud Schemes and How to Fight Them

Each year, marketers set out to solve ad fraud, but the systemic struggle is a long-term fight with no instant fix. To that end, I checked in with Paul Roberts, CEO of audience marketplace Kubient, to assess the state of ad fraud and how providers can keep it at bay this year.