News and Analysis
Get in the Game: Jeff Michaels of Mobivity Talks Mobile Gaming
Mobivity is a provider of technology connecting mobile gaming audiences to real-world brands and products. While mobile gaming includes casual games (like Solitaire, Candy Crush, etc.), gamification traditionally means turning regular tasks into games to increase fun and enjoyment. Mobile gaming (Mobivity’s focus) has become an effective tool for customer acquisition and engagement. MULO (multi-location) […]
BOOM: Ramen Graduates From Dorm Room to MULO Brand
Many of us know ramen as the instant noodles that served as an inexpensive and fast meal when we were students or recently-graduated professionals, with limited budget for restaurants and limited home cooking skills and equipment. Elevated ramen was introduced to the U.S. in 2004 with the opening of the Momofuku Noodle Bar. The brand […]
Unity – Walmart Partnership Redefines Gaming and Retail Collaboration
In recent years, we’ve seen an increasing comfortability with traditional retailers and the gaming industry. Fortnite may have been the first to really make this big business – through can’t-miss concerts and exclusive in-game and IRL shoe sponsorships with Nike – but the industry has certainly grown its ability to attract high-end partnerships like Unity […]
Commentary
Holiday Marketing Amid Current Supply Chain Disruptions
By using marketing to communicate transparently about potential shortages while at the same time helping shoppers either locate hard-to-find items or come up with alternative gift ideas, companies can overcome the current challenges and actually deepen their relationship with consumers, leaving them well-positioned for when the supply chain does return to something resembling normal.
How Personalized Packaging Can Drive Loyalty and Conversions
The key word here is experience. Opening a box full of bubble wrap or (get the vacuum ready) packing peanuts does not lend itself to compelling video content. What cements a product in the viewer’s mind is the branded experience. This could be personalized tissue paper, a thematic wrap element, clever inlay design, or custom selected product samples, to name a few.
Latest Posts
Online Reviews and the Problem of Authenticity
Recent developments from the FTC mark a significant moment in the history of online review management. Practices such as review gating have been relatively widespread in the industry for years, despite warnings such as this Help Center update published by Google in 2018: “Don’t discourage or prohibit negative reviews or selectively solicit positive reviews from customers.”
Advertisers Adopt Cross-Channel Strategies for Super Bowl LVI
As major brands put the finishing touches on their Super Bowl LVI strategies, they’re discovering that the biggest plays on game day are happening outside the confines of traditional 30-second spots. Sports fans are increasingly watching live sports on two or more screens at a time, simultaneously engaging with brands and posting on social media while games are going on.
Habu on the Opportunities and Challenges of Data Clean Rooms
Clean rooms are having a moment, but they are not a magic bullet for privacy compliance. Just because a customer or user willfully hands over data does not mean the data can be shared with third parties. I checked in with David Danziger, SVP of partnerships at Habu, to explore the opportunities and challenges of data clean rooms.
How Data Provides a Two-Way Story to Drive Performance
Data creates a two-way story with customers. In this exchange, you deliver value to customers and they, in turn, give you important information about who they are and how they feel. Within customer experience management, this value exchange allows you to heighten the experience. It is the quality of the data and what you do with it that matters most for performance.
Street Fight’s February Theme: Personalization and Data Parties
The martech industry has been having an intense conversation over what level of personalization is appropriate, effective, and feasible and how companies should collect data to drive that customization. This month, Street Fight will focus its coverage and opinion columns on personalization and the various kinds of customer data as determined by degrees of proximity to the consumer.
Location-Based Marketing Association: Google’s Location Tracking Lawsuit
In this episode of Location Weekly, the Location-Based Marketing Association discusses Google getting sued over deceptive location tracking, Apple going head to head with Square by making iPhone payment terminals, SavageXFenty rolling out AR-powered FIT:MATCH tech in-store, and Placewise partnering with Bambuser to bring physical malls to customers via livestream.
Advanced Contextual Launches Contextual Targeting Enhanced by Advertiser KPIs
The contextual advertising company Advanced Contextual is announcing this morning exclusively via Street Fight that it has launched a new product, Advanced Extension, that will bring together topic-based contextual ad targeting and advertisers’ first-party customer data to drive more sophisticated privacy-safe targeting.
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