News and Analysis
How NXTDRIVE’s Data Can Target without Cookies
When American Furniture Warehouse (AFW) wanted to expand its customer base in Texas and Arizona it turned to Vericast, a marketing technology and data company, whose NXTDRIVE™ customer data marketing platform (CDMP) was made available to retail marketers nationwide earlier this year. Using NXTDRIVE, AFW and Vericast were able to supplement and enrich the retailer’s […]
How to Find the Perfect Spot for Your Restaurant
A huge key to the success of MULO (multi-location) brands is knowing which cities, neighborhoods, streets (and even which side of the street) to put a location. Technology is now playing a huge role in distribution planning. Brands used to pick their locations using maps and a wide range of demographic data. They would also […]
One Location Wonder: MULO is Not for Everyone
Some MULO (multi-location) brands measure success by the number of locations they have. However, other retail, restaurant, and service businesses choose to remain small and mighty. Lisa Richards, Founder and CEO of RPZL (as in Rapunzel), falls into the second category. She has one location now but has found ways to scale creatively without adding […]
Commentary
What’s Next for Personalization and Digitization in E-Commerce
We’ll see the evolution of two major e-commerce trends in 2022. First, e-commerce retailers will work to make their digital homes less of a copy of every other e-commerce site and more of a destination that users want to spend time at. Second, the line between brick-and-mortar and digital is going to become fuzzier and less defined.
How Do the “Other” Search Engines Handle Local Search?
I wanted to look in particular at search engines other than Google and their treatment of local search. I was intrigued by the recent announcements that Bing was making forays into product inventory as a component of local search as well as the launch of Bing Travel, a Google Travel competitor but with a very different approach to destination-based search and discovery. Similarly, recent news about the exponential growth of Brave and DuckDuckGo in our era of privacy impelled me to find out more about their handling of local results.
Latest Posts
TruPresence Helps Multi-Location Marketers Audit SEO Across Locations
Let’s say you’re a marketer at Whole Foods corporate who is responsible for auditing SEO performance across hundreds or thousands of locations nationwide. How do you audit the performance of this given URL, which looks like just a part of Whole Foods’ website but essentially functions like the independent website of a local business? How do you swiftly audit hundreds or thousands of those pages?
What Amazon’s ‘Buy with Prime’ Expansion Means for Local Merchants
Buy with Prime could accelerate Amazon’s growth and merchant adoption of FBA. It could also lead to a shift in order fulfillment volume from the third-party logistics companies that many merchants currently use for order fulfillment over to FBA. That’s good news for Amazon but bad news for third-party logistics companies and post-purchase experience platforms working primarily with mid-size merchants.
Walmart, Snapchat, and Allrecipes Team Up on AR
In this episode of Location Weekly, the Location-Based Marketing Association covers Walmart, Snapchat, and Allrecipes teaming up on AR lenses for healthy choices, Joann stores partnering with Radar for in-store mobile offers, HomeStart saving families from eviction by selling digital apartments in the Cornerstone metaverse, and Italian start-up VADO connecting vending machines to delivery apps like UberEats.
Reveal Mobile Launches OOH Measurement Platform
The location intelligence and geofencing marketing software company Reveal Mobile launched a self-service out of home measurement platform this morning. The platform delivers insights for “traditional, digital, place-based, programmatic, and moving OOH ad campaigns,” according to the company.
GumGum Partners with Xandr on Transparent Ad Solution
With growing demand for cookieless targeting solutions, the contextual-first global digital advertising platform GumGum announced a partnership with Xandr on an accredited cookieless solution for advertisers. Xandr now becomes the first major DSP to offer GumGum’s contextual intelligence technology, Verity, to allow brands to ensure their ads are placed in contextually relevant environments.
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.
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