News and Analysis
BOOM: MULO Gyms and Wellness Studios are Healthy
As the population ages and people become more concerned about their appearance and longevity, MULO (multi-location) fitness options are bulking up! According to Athletech News, Vasa Fitness just added some heavyweights to its executive team and is planning to add more locations to its brand (which already has 57 units). This gym falls into the […]
Hooters Locations Go Bust, Along With Other MULO Restaurants
Sometimes, we writers can’t resist a great pun! (Hooters…bust…get it?). But now let’s get serious. Hooters is the latest MULO (multi-location) food chain to announce the closure of many locations. The sports bar just announced that it was closing underperforming stores (although they didn’t reveal an exact number). But just because a MULO restaurant brand closes […]
57% of Consumers Want Brands to “Get Personal” on Streaming Media
Despite the often negative buzz about consumer privacy and the ubiquity of shopping and dining data, a new study revealed that most U.S. consumers (57%) prefer personalized ads to mass marketing when they’re watching streaming media. The study was done by Moloco, a machine-learning company. As advertising on streaming media has become more common, opportunities […]
Commentary
Snap Scales Up its Geo-Local AR Ambitions
Snap’s AR lens playbook started with a handful of in-house lenses like rainbow vomit and dog ears, before opening up the Lens Studio platform to creators everywhere. And it seems to be working, given that Snap now gets 6 billion daily lens plays. Could geo-local AR be next?
The Future of Personalization Requires Direct Engagement with Consumers
We can probably all agree that to attempt personalization and get it wrong is worse than not doing it at all. No one wants to invest significant money into data collection to not see the ROI, and consumers don’t want to see irrelevant messaging from brands. So, how can marketers effectively personalize their communications and understand the human they are trying to reach behind the screen?
Mixing the Right Ingredients for Powerful, Clickable Content
In the age of social media and incessant scrolling, marketers can easily lose prospective customers’ attention. How can one create Instagram or Twitter-worthy content that not only draws eyeballs but also compels shoppers to make a purchase? By laying the proper groundwork, striking the right emotional chord, and getting creative, business can create powerful, clickable content.
Latest Posts
TikTok Raises its Local Game
TikTok continues to feel around and test features as it establishes itself as a social media powerhouse. It’s much earlier in that journey than incumbents like Instagram and Twitter, so we continue to see rapid-fire feature launches and trials. And like the above players, some of these are local in nature.
What Sephora’s CCPA Fine Means for Multi-Location Retailers
The enforcement of the CCPA against Sephora is intended to send the message that companies need to get compliant now and that there will be very little forgiveness for the definition of “sale” when it comes to data privacy and consumer information going forward.
Amazon Dabbles in Social Commerce
Rather than social channels increasingly morphing into shopping channels, is there opportunity for shopping channels to become more social? This is what Amazon has in mind with its latest move: a TikTok-like feed. This makes it the latest player to copy the red-hot TikTok.
The Best Marketing Tactics Can’t Be Measured
If some marketing tactics are more measurable than others and you place all the emphasis on readily available metrics, you are just going to turn your marketing program into a click machine.
6 Omnichannel Loyalty Platforms for Multi-Location Retailers
In 2022, shoppers want more. The most effective loyalty platforms are going beyond transactional rewards to create unique cross-channel experiences that keep customers coming back for more.
Location-Based Marketing Association: Meta Goes After Restaurant Sales
In this episode of Location Weekly, the Location-Based Marketing Association covers BC Transit debuting NextRide real-time transit info, PayTile launching a geo-location payment app, Meta going after restaurant sales, and Immertia releasing an AR packaging platform.
Influencers Struggle with Measurement as Channel Evolves
Many marketers still think of influencers as nascent affiliate partners. But as the channel evolves, influencers are seeking more sophisticated tools to assess their value and substantiate their impact as a marketing channel.
Retailers Shift Back-to-School Strategies
The marketing promotions most likely to win over back-to-school shoppers in 2022 differ from those of the past two years. Competitive pricing is an area where retailers can stand out.
Audigent and Epsilon Bring Custom Audiences to Private Marketplaces
The partnership with Epsilon is expected to give Audigent a significant boost in the data identity, curation, and activation space, where a number of platforms are currently competing to position themselves for a future without third-party cookies.
Google Fuels the Real-World Metaverse
Whether for entertainment (which can foster marketing use cases) or direct commerce, the real-world metaverse will have major implications for the next generation of online-to-offline marketing strategy.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem