News and Analysis
What’s Entertainment? Agency VP Nick Dan-Bergman Reveals New Research
LaneTerralever, a full-service marketing and digital experience agency that works with a wide range of attractions and entertainment destinations (as well as the gaming industry), just completed a research report that provides insights into what today’s consumer is looking for in location-based entertainment and experiences. We don’t typically think of attractions (like amusement parks or […]
What Google At Peak Search Means for Marketers
For Q3 2023 earnings, Google reported a shortfall on cloud revenue and that their US core advertising / search business over delivered to make up part of the difference. So how has Google become this dependent on non-advertising revenue streams to achieve future growth targets and how much longer can they go back to the […]
Keep an Eye on C-Stores (Both on and Off the Road!)
As we’ve previously covered, the traditional C-stores (convenience store) used to be that corner deli where you could pick up snacks, soft drinks, or smokes or the stop along the highway where you gassed up, took a hygiene break and grabbed something sugary to tide you over on the road. Consumers are starting to head […]
Commentary
Stop Flying Blind: Why Closed Feedback Loops Matter More Than Ever
These changes have a lot of marketers feeling like they’re flying blind, but you don’t have to stay lost in the fog. Instead, you can use automated surveys to take your customers’ pulse, establish a solid baseline, and execute a closed-loop feedback strategy to continuously improve. This approach will give you the key metrics you need to consistently deliver a great customer experience in three steps.
What Becomes of Brand Identity in a World of Changing IDs?
Branding is in the eye of the beholder. Or, as Al Ries and Jack Trout’s classic marketing text Positioning, the Battle for your Mind puts it, a brand’s positioning is the space it occupies in the mind of the prospect. Decades of the world’s best marketing leaders and agency pros have rallied around this definition. If it’s true, what happens to measuring brand identity and positioning with the dramatic shift in one of the best attribution tools marketers have ever known?
How Human-to-Human Marketing Can Counter the Labor Shortage and Drive Q4 Growth
In times of economic uncertainty, local communities look to support their own, ensuring businesses stay open and neighborhoods stay strong. What most brands miss is that they are a legitimate part of the community fabric and can leverage their place in that fabric as a marketing and sales asset.
Latest Posts
Inside the Last-Mile Delivery Crunch
High shipping costs, late deliveries, and lost or stolen packages aren’t uncommon during the busy holiday period, but this year feels different. The so-called shippageddon that retailers are bracing for is creating new worries and new opportunities for creative brands to rise to the top.
Why Affiliates and Influencers Are Critical to Business Growth
With modern consumers trusting traditional advertising methods less and less—combined with consistent cost increases across other digital channels—it is more important than ever for businesses to leverage new, more trustworthy, and cost-effective channels. So if you have yet to invest in your partnership channel this year, now is the time to shift your thinking, and here’s how.
Google Local Search Trends IV: Federation
The initial launch of the GMB API in late 2015 allowed partners to maintain listings in near-real-time and at a much greater scale than was possible before. Now we’re in the midst of another sea change. Since the beginning of 2021, the API has been undergoing a complete overhaul from the ground up, a change that, once completed, will leave us with a totally different architecture that is more flexible and capable of much quicker iteration. This means, in all likelihood, that Google My Business as it is used by partners and the businesses who work with them will be able to move faster to fix issues and release new features.
What Location Data Tells Us About Post-Pandemic Tourism
Data-driven insights have become crucial as the world prepares to reopen and drive growth to key travel destinations. Every single consumer segment has had to change their lifestyles and adapt to a changed landscape. This increases the urgency of collecting timely data to inform decisions as opposed to relying on past wisdom.
What Does the Arrival of Approximate Location Mean for Granular Ad Targeting?
Tucked into Android’s latest privacy update is a change that many marketers didn’t see coming. Smartphone owners with Android 12 or higher now have the option to share “approximate” location instead of precise location, restricting app developers from accessing their exact whereabouts in real-time.
Heap’s Journey Maps Show How Consumers Navigate Digital Experiences
Heap is rolling out a new data science tool designed to help teams understand how users navigate digital experiences. The “Journey Maps” tool is the latest addition to Heap’s suite of data science tools, designed to surface high-impact insights about user behavior on consumers’ websites and digital products.
Shoppability is the New Black
But like many Covid-driven trends, shoppable content has been accelerated by shifting circumstances. And now it’s on a collision course with the holiday season. This means that the companies that are positioned to capture that spend will reap the rewards this year. We’ve seen much jockeying in the ad tech world for this very reason.
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