News and Analysis
Study: ‘Ghosting’ Customers Leads to $2.4 Billion Loss in Retail Sales
Even if you haven’t heard the term “ghosting” before, you’ve almost certainly experienced it. Ghosting, or ending a relationship by suddenly withdrawing from all communication, is the exact opposite of what brand marketers are going for when they work to cultivate and deepen their relationships with customers. And yet, according to a new study, by […]
Google Third-Party Cookies, Adds LiveRamp to Data Clean Room Lineup
One year. That’s how long Google says publishers have to test — and raise any red flags on — the cookie alternatives in its Chrome Privacy Sandbox. In a recent announcement, Joey Trotz, director of product for Google’s Privacy Sandbox Ecosystems, all but guaranteed the company would finally be depreciating third-party cookies in the second half […]
Meet the Robotproof Leader: An Interview with Matt Robison About Boosting Product Sales
Matt Robison is the Founder & CEO of a marketing agency called Robotproof. The company is aptly named because he has a unique perspective on how to boost product sales by entertaining and engaging humans — and training the people who sell to them — at multi-location retailers. Robotproof’s primary focus is experiential marketing — […]
Commentary
LBMA: Verizon Announces Hyper Precise Location Service
In this episode of Location Weekly, the Location-Based Marketing Association covers fake restaurants tricking delivery apps and consumers, Dollar Tree getting into the retail media business, Verizon announcing its Hyper Precise Location service, and Stirista releasing its OMNA identify graph platform.
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Retail Embraces Omnichannel for the Holidays
Rather than focusing on one platform or tool, retail brands are embracing everything necessary to engage with customers across multiple touchpoints. That could have a major impact on the way shoppers interact with their favorite brands in the coming weeks, and depending on the results, it could lead to changes in the way retail marketing is handled in 2021.
3 Enterprise Tech Trends for 2021
Next year’s period of relative peace will give leaders the opportunity to make thoughtful investments in technology that put 2020’s positive developments — like increased cloud adoption and remote work flexibility — on more solid ground. Companies will also have bandwidth to prepare for the next crisis, eschewing reactive, flash-in-the-pan solutions in favor of longer-term strategies.
Location Intelligence Beats Fraud
In this episode of Location Weekly, the Location-Based Marketing Association covers Incognia solving QR code fraud with location verification, the Ontario Regiment Museum using an AI virtual assistant, L’Oréal launching virtual make-up for your online work calls, and Covid-19 leading to greater public willingness to share location data.
Retailers Unpack Black Friday Spending Data
Criteo analyzed commerce data from 1,005 retailers in the U.S. and 216 million transactions in the fourth quarter of 2020. In the process, they found that sales in the first three weeks of November were up 7% year-over-year in the U.S., indicating that Black Friday sales may have been down 5% because those purchases happened earlier this year than previously.
3 Factors to Consider Before You Choose a Martech Solution
If you’re among the many marketing professionals who are thinking about adding to their solution stack to manage digital marketing channels, keep in mind that your investment should endure for the long haul. You’ll need to find a solution that helps you improve performance on digital channels while the pandemic persists and afterward as we make our way to a new version of normal. Here are three points to ponder.
As Cookies Crumble, Can Location Data Pick Up the Pieces?
One potential and promising alternative to third-party cookies is location data. Captured from mobile users as they move through the physical world, location data can be used for a range of purposes and personalization.
Real-world visitation patterns offer clues to user identity, brand affinities, and purchase intent. Putting aside that Covid-19 has radically upended movement patterns for the time being, regular airport or hotel visitation can identify business travelers, routine presence in a gym suggests health-consciousness, and weekly fast-food visits implies the opposite. Someone visiting car dealerships is probably an “auto-intender,” and so on.
Adtech Firms Test New Concept with Autonomous Bot Delivery Campaign
While food delivery platforms like Postmates, DoorDash, and GrubHub have all launched no-contact options, they generally rely on human drivers leaving food on the ground outside people’s front doors. With the health risks and potential for mix-ups, it’s less than ideal.
A better solution might be the one being rolled out by Wrapify. Just this morning, the company announched the launch of a first-of-its-kind campaign that could take autonomous bot delivery to the next level.
Street Fight’s December Theme: Leaving 2020
What will the “next normal” look like in the post-Covid era of local commerce? Will things go back to the old normal or be a hybrid reality that cherry-picks components and new perspectives from the past nine months? Will e-commerce dip back down to pre-Covid levels or keep surging?
We’ll be answering these questions and others throughout the month, along with 2021 predictions (’tis the season) for our theme, Leaving 2020.
Why Your Business Should Start Incorporating Social Proof
When it comes to marketing your business, social proofing is one of the most critical and yet overlooked strategies in the book. Consumers seeing what others buy influences them to make similar buying decisions. As an example, when your website has reviews or testimonials from well-known figures in the same industry, that’s social proof in action because the reviews will compel many visitors to buy from you.
In this article, we’ll dive more deeply into what social proofing is, how to incorporate it into your business, and some of the pitfalls of social proofing that you would be wise to avoid.
Data Trends for 2021: Overcoming Digital Ad Uncertainty
With privacy regulations on the horizon, email is a known and comfortable identifier that many consumers self-register and that brands can anonymize in a digital environment with hashed emails for privacy compliance.
While 2020 has thrown a lot of curve balls, marketers that worked to get their consumer data house in order with an eye on ways to better enable their first-party data for a complete view of their most-desired audiences and buying behaviors will survive and thrive as we head into 2021. The newest technology, data-sharing innovations, and identity resolution algorithms won’t help if you don’t have the basics down.
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Streets Ahead: Google Chat, and Instagram Reels