News and Analysis
BOOM: Lessons from Build-A-Bear
Stuffed bears have been around since 1903 and became a multi-million dollar business. Despite the popularity of electronic gadgets, VR, AR, and AI, the simple toy lives on! In fact, according to a recent Retail Dive article, Build-A-Bear is on the upswing and has major deals with big brands like Marvel, the NFL, Disney, and […]
Claravine Aims to Revolutionize Marketing Data Management
Claravine recently unveiled Claravine AI, a suite of solutions designed to redefine how marketing teams approach data management. This new offering, fueled by proprietary technology, promises to empower marketing teams with unprecedented control and insight into marketing taxonomy and metadata. By fostering collaboration across the content supply chain and automating the classification of creative assets, […]
Mark Michael Speaks About Today’s Franchise and Tech
DevHub CEO and Founder Mark Michael describes his company as the “torso” of the franchise brand ecosystem. DevHub specializes in building front-end websites that power the entire franchisor-to-franchisee-to-consumer experience. Their technology has more than 75 integrations with other commonly used platforms, and he often speaks about the power of human relationships in solving problems and […]
Commentary
LBMA: Disney Launches Genie Service
In this episode of Location Weekly, the Location-Based Marketing Association covers Disney launching their Genie service, GroundTruth partnering with No Kid Hungry, Barilla helping the blind make pasta, and United Airlines teaming up with Walmart and Albertsons on Covid testing.
Google Local Search Trends I: Personalization
Though it’s not always easy to find the common threads in Google’s complex evolution of the local search consumer experience, some themes do stand out, such as the drive toward increasingly personalized search results, which I’ll be covering in this initial entry in the series. Fortunately for marketers, personalization, along with the other themes I’ll cover, offers numerous opportunities to outpace the competition and convert more searchers into buyers. A better understanding of these emerging trends will help marketers prioritize their efforts.
Concrete Steps to Prepare for a Cookieless Future
The biggest change for digital marketers who’ve grown comfortable with cookies is realizing that the future may not be near as turnkey and automated as it is now. Executing campaigns without cookies will require more hands-on strategizing and monitoring of campaigns, and it will force marketers to be proactive when it comes to culling third-party data providers and ad-tech partners that rely too heavily on cookies for their data and analytics.
Latest Posts
Media Measurement in the Data Privacy Era
Marketers need to understand how to gather and leverage consumer data on the fly and according to protocol. Gartner forecasts increasing regulations will lead to more than one million organizations appointing a privacy officer by the end of 2022, a signal that now is the time to get serious about media measurement in the privacy era. Let’s explore some strategies that will define the next generation of media measurement.
Survey: Retail Loyalty Strengthened Among Millennials Post-Pandemic
Brand loyalty is changing, and it might not necessarily be for the worst. Despite dire predictions earlier in the pandemic that consumers would be more likely to opt for alternative brands, a new survey by the location intelligence firm Ubimo paints a very different picture.
The Grand Reopening: DOOH Strategies to Capitalize on Lifted Restrictions
DOOH screens can be found in most of the locations that consumers were restricted from over the past year — such as bars, restaurants, malls and movie theaters — as well as essential places that consumers continued to visit, including convenience stores, gas stations, subways, grocery stores, and more. Now that people are returning in droves to these environments, marketers are using a variety of DOOH strategies to reach consumers. Let’s review those tactics.
Field Day Leverages an Uber-Style, Human-to-Human Marketplace for Local Marketing
An Uber for local marketing, Field Day connects brands, including current clients Panera Bread, Blaze Pizza, Equinox, and about 50 others, with “brand ambassadors”: locals who speak to the brands’ targets in their home neighborhoods in order to increase awareness and drive adoption.
Outsourcing Omnichannel Operations: How to Gear Up for the Next Peak Season
The biggest barrier to outsourcing e-commerce operations is identifying a provider who can be trusted to handle a company’s brand and their customer experience. The chosen provider needs to be able to answer the following questions to a retailer’s satisfaction.
How to Develop High-Performing Facebook Groups Communities To Fuel Your Brand’s Growth
Facebook Groups are not just for nosy neighbors to tattle-tale on loud parties or podcast fans to debate the latest true crime controversy. When launched correctly, FB groups are a huge opportunity for brands and businesses to build customer loyalty, nurture relationships, and even gain insight from their followers.
LBMA: Yelp’s Audiences Platform
In this episode of Location Weekly, the Location-Based Marketing Association covers Yelp launching their Audiences platform, AirBnB partnering with What3Words for staycations, Billboards in Paris getting brighter for the “Fearless Night” safety campaign, and imageHOLDERS launching touchless kiosks with Ultraleap technology.
Expert Roundup: The Rise of First-Party Data
Experts from Digilant, Influ2, Infutor, Mobivity, and Stirista weigh in on the future of data-driven advertising as privacy changes accrue. In particular, the crew discusses the increasing importance of first-party data and targeting methods not tied to cookies.
Verizon Media Offers Opt-Out of Targeted Ads Across Its Network
Verizon Media is partnering with the nonprofit Network Advertising Initiative, integrating its advertising ID with the NAI’s “Audience Matched Advertising Opt-Out” platform to allow users across the Verizon Media ecosystem to opt out of targeted ads.
Household Targeting Emerges as Alternative to Individualized Behavioral Ads
Jon Schulz, Chief Marketing Officer at Viant Technology, checked in with Street Fight to lay out the benefits and drawbacks of targeting methods offering advertisers alternatives to one-to-one behavioral ads.
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