News and Analysis
Snack Tech: The Ultimate Brand Loyalty App
Cookies and chips are tech terms. But now digital meets dough (both kinds) as one MULO (multi-location) bakery brand is getting noticed for its loyalty app. Crumbl (a 700-location brand) has been shouted out in food and beverage media as having one of the top 10 apps. It is #6 in the top 10 most […]
BOOM: Tutoring & Learning Centers
It’s a (sad) fact. About half of students in 2023 started the school year behind grade level.The pandemic, combined with digital distractions, has had an impact on how kids are performing in school. But MULO (multi-location) tutoring centers are coming to the rescue. The private tutoring market is expected to grow to $106 billion by […]
The New Grocery Store
The General Store of the 1800s eventually became the supermarket (when the Astor Market in New York and Piggly Wiggly in Tennessee opened their doors in the early 1900s. From 1915 to 1975, A&P was the largest grocery store in the U.S. (and the biggest retailer of any kind). Fast-forward to our current omnichannel and […]
Commentary
Marketers Focus on Buyer Intent Data as Privacy Undermines Targeting
But firms, such as LinkedIn, G2, Qualified, and 6Sense, are rolling out and testing solutions to fill the gaps in B2B targeting. Gartner found prospects spend 50% of their time getting information from third-party sources, and sales teams can use buyer intent signals to learn about that activity and act on it. Here’s what four industry leaders from the aforementioned companies have to say about taking advantage of B2B marketing opportunities.
LBMA: Digital Envoy Acquiring Location Sciences
In this episode of Location Weekly, the Location-Based Marketing Association covers Digital Envoy acquiring Location Sciences, Campbells Soup and Universal Music’s QR code experiences, Stirista launching their Crosswalk geo-attribution platform, and Text Request launching location tracking by SMS.
Privacy-First Mobile Marketing in 4 Steps
Developing a privacy-first strategy is not only about getting creative in how you message or target; it’s also about being creative in how you find your audience and evaluate your campaigns. Data and audience building is key, and investing in gaining more control of your audience and measurement data will be the best way to succeed.
Latest Posts
Location-Based Marketing Association: Apple Wallet IDs Hit the TSA
In this episode of Location Weekly, the Location-Based Marketing Association discusses TSA supporting Apple Wallet IDs starting in June, Locatify and Swiss agency Melt launching location-based audio walking tours, Irish retailers getting into recycling with AI-based reverse vending machines, and Unilever’s Lifebuoy using real-time mobile data to help Indonesians stay safe during Covid.
How AI Is Driving the Next Generation of Ad Creative
Most industries have a healthy fear that artificial intelligence is going to render humans obsolete (and even possibly take over the world). But for the digital advertising industry, if applied the right way, AI has the potential to improve production and performance by making more room for original ideas without stripping away reliance on humans.
How to Build a Modern Loyalty Program in 2022
Rising prices and ongoing supply issues put brand retailers on the defensive in 2021. Amid shifting goalposts and a quickly evolving retail environment, more marketers are now working to turn their existing loyalty programs into modern membership-based programs that drive long-term relationships with a focus on members themselves.
Integral Ad Science Acquires Context to Power Contextual Video Advertising
When many in adtech think about contextual advertising, they likely now think about privacy and context’s power to drive advertising based on its relevance to user experiences, not granular and sometimes invasive data on user behavior. But advertisers have also prized contextual advertising for years for its ability to connect them with brand-suitable environments.
The Future of CTV Advertising: What Brands Need to Know
With chatter pointing to the fact that we are entering an endemic era globally, many brands and marketers are discussing how to make their ad budgets drive positive outcomes in what may be another tumultuous year ahead. As the number of CTV viewers continues to rise, so will ad spend; the latest projections forecast CTV ad spend to grow by 23% in 2022.
‘Good’ Third-Party Data Rides to the Rescue
The “good” third-party data comes from non-cookie sources, such as demographic maps, the use of discount and loyalty cards, public records about real estate transactions, and many other sources, because it’s diversified and anchored to real-world activity. And getting more contact points using third-party data doesn’t just help with marketing outreach, it also helps with linkage, deduplication, and updating or corroborating dated information.
Beyond Localization: How Ultra-Targeted Email Newsletters Help Publishers Drive Engagement and Revenue
For many years, email had been overlooked and undervalued as new channels emerged to steal the limelight — and budget. Now, this stalwart channel has come full circle, once again becoming the centerpiece of audience engagement for brands and publishers for its direct, affordable solution to content targeting and personalization. As the industry looks to move forward in a post-cookie world, email is proving to be the most effective and trusted channel for helping publishers drive new revenue and business growth.
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