News and Analysis
MULO Grows Up
What the heck is MULO anyway? MULO refers to multi-location businesses. They could be run by a corporate entity or franchises. MULO brands may be retailers, restaurants, health and wellness entities, personal services (like tutoring, tax prep, ear piercing, hair styling, or even podcasting) or even entertainment centers like those offering pickleball, golf, and baseball. […]
What a Yahoo Exec Brings to Today’s Agencies
Alia Lamborghini, SVP, Head of US Sales and Strategy at Yahoo explains why Jeff Rossi was brought in as VP of Global Agency Partnerships to focus specifically on agencies and agency integration. “Agencies require a dedicated partner to navigate issues like cookie deprecation, deliver on first-party data, and provide the transparency essential for supporting brands. […]
Social Factor Partners with Emplifi to Fuel the Social Commerce Wave
Social Factor, a prominent digital agency specializing in social CRM and strategy, has recently announced an agency-level partnership with Emplifi, a leading customer engagement platform. This partnership ties in with a shift in digital marketing, aiming to revolutionize customer engagement strategies through a social commerce-first approach. Social Factor, known for its expertise in working with […]
Commentary
How Will the Metavearth Materialize?
Back to the metaverse’s meaning, concrete definitions are elusive … mostly because they don’t exist yet. But broadly speaking, there are two metaverse tracks. One involves virtual and synchronous worlds. The other adds digital dimension and context to the physical world. Both will take years to materialize.
Location-Based Marketing Association: Vendasta Acquires MatchCraft
In this episode of Location Weekly, the Location-Based Marketing Association discusses Catalina partnering with Place IQ, Japanese dating agency Matching Advisor Press using vending machines to find matches, Seattle launching an NFT Museum, and Here Technologies launching Indoor Map as a service.
5 Tips for Maximizing Your Performance CTV Strategy
From an advertising standpoint, OTT has some inherent advantages, especially for performance marketers. In the linear world, advertisers have to find programs or channels that over-index against the desired audience. On OTT, this audience filtering is done pre-bid. That means if you want to reach audiences who are in-market for a product or service, you can use real data to reach that exact audience with very little waste because of the dynamic ad insertion.
Latest Posts
How Local Human-Driven Outreach is Helping Multi-Location Restaurants Grow Sales
Seeing first-hand the challenges that restaurants are facing as the founder and CEO of the digital marketing startup Field Day, Alex Nocifera recently rolled out a local subscription service that uses human-to-human connections to help restaurant brands manage local sales opportunities for catering. The program is primarily aimed at local franchise operators, offering last-mile marketing outreach to drive demand.
5 Voice Marketing Platforms for Brands
More than 33 million consumers in the U.S. are expected to shop using a smart speaker in 2022, and 51% of online shoppers now use voice assistants to research products before they buy. With more consumers relying on Amazon’s Alexa, Google Assistant, and Apple’s Siri to search for local products and services, brands are looking at how to incorporate voice into their existing marketing strategies.
To Crack Open CTV’s Data Issue, Give Publishers the Benefit of the Doubt
There is an opportunity to take some of the best strategies from decades of linear TV buying and selling and bring that forward. Adding intelligence on the supply side for CTV, while at the same time empowering the buy side to use that data to deliver scale, ensures that video has the breadth to do what it does best: power awareness and build brands.
Combating Ad Fraud with Machine Learning and Human Supervision
While machine learning and artificial intelligence are on the rise within ad fraud prevention efforts, it’s becoming clear that machines, despite their competence for processing knowledge, can’t fight the battle alone. Ultimately, humans are much more adept at understanding and applying logic. That’s why a combination of machine learning and manual, human intervention is crucial in the fight against ad fraud.
Location-Based Marketing Association: OOH Trace Launches a Platform for Real-Time OOH Proof of Play
In this episode of Location Weekly, the Location-Based Marketing Association covers Revlon partnering with ACTV8me on a sequential QR code campaign, Anyline helping tire retailers with a new app, Sam’s Club rewarding electric vehicle drivers, and OOH TRACE launching a platform for real-time OOH proof of play.
The Future-Proof, Full-Funnel Approach to Thriving in a Cookieless World
Building strong relationships and encouraging customers to continually engage with the brand will go a long way toward building out first-party data collection and management. But how? As the cookieless world draws near, brands and marketers are looking for alternatives, and the answer lies in a future-proof, full-funnel approach.
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