News and Analysis
Brand Marketers Strike a Balance Between Personalization, Privacy
Individualized marketing is a powerful tool for brands looking to engage with customers on a deeper level, but with one wrong step, personalization can quickly become creepy. Although 62% of consumers today say they expect personalization from their favorite brands, just 40% say they actually trust brands to use their data responsibly and keep it […]
The Paddy Box: For the Irish People in Your Life
Not many people know the origins of the word “paddy,” as it relates to Irish heritage, and its use has a complicated history. In Ireland, “Paddy” is a nickname for Patrick (Ireland’s patron saint). The Irish name for Patrick is Pádraic or Pádraig, hence why you wish someone a happy St. Paddy’s day (not St. […]
Boutique Health & Wellness: The Birth and Expansion of Stretch Zone
As the population ages and becomes more health-conscious, a new retail category is emerging — specialty storefront wellness. We’ll cover other multi-location brands in high-growth industries and category creators in the months ahead. Wellness is a $450B category and is rapidly accelerating. Multi-location retailers are picking up on that and launching products and brands that […]
Latest Posts
When It Comes to Winning Over Customers, Transparency Always Wins
Based on recent studies, people crave privacy, especially when it comes to their data. Repeatedly seeing an ad for a pair of shoes you glanced at once online but didn’t buy doesn’t create a warm or trusting feeling of being cared for by a retailer – for many people, it may come across as creepy. There is a way to gain back that trust, and it is all connected to transparency or, to be precise, web transparency.
How to Maximize the Power of DOOH in the “New Normal”
Now is the time for marketers who have spent the past six months on the sidelines, interpreting the signals buried in data and gathering learnings, to put their messages back out where consumers are active and engaged – increasingly, outside the home. As more digital screens become available, brands and businesses need to keep in mind the particularly timely benefits of digital out-of-home (DOOH) as a way to effectively and efficiently deploy their market spend in our “new normal.”
KickCOVID.us Crowdsources Business Safety Data
KickCOVID.us is one part business directory, one part safety monitor. The hyperlocal mobile website allows consumers to read and rate the relative safety of businesses based on the precautions they are taking around Covid-19.
Look up Cooper’s Hawk Winery and Restaurant, for example, and you’ll see that social distancing is being enforced and some masks are being worn, but no temperature checks are taking place. At Matchbox, a restaurant in Ashburn, Virginia, most people are wearing masks and no-contact delivery is currently available.
New Study Shows the Impact of Transparency on Consumer Trust
It’s time to start proactively addressing consumer privacy concerns. The data shows that people are becoming more concerned about privacy, and all signs point to the continuation of this trend.
Start with building trust through simple actions like better communication and user experiences. Bake consumer trust initiatives into your corporate strategy by investing in technology, creating formal KPIs, and educating your internal audiences and stakeholders about its importance.
How Are Brands Preparing for Native Ratings in Apple Maps?
A foundational element of local marketing strategy could be changing. Rumors began circulating last week that Apple would be giving users the ability to add ratings and photos to local business listings on Apple Maps when iOS 14 releases this fall. That could mean big changes are in store for brand marketers who’ve grown accustomed to monitoring reviews and ratings on a core group of third-party platforms.
Apple’s move into the ratings and review space isn’t totally unexpected, but it’s still causing the local marketing community to question how the update will impact local search and discovery.
How Local Businesses Can Survive Without a Website
It is hard to imagine operating a business without a website. However, it can be done. In fact, it is already being done by the over 40% of American small businesses that still don’t own a website of any kind. It should be noted that the lack of a website by some businesses isn’t usually due to choice, but rather due to cost.
Even so, local businesses that lack the wherewithal to launch and maintain a website need not despair because there are a host of other viable marketing and communication methods at their disposal to bring awareness to their goods and services.
Location Weekly: Unilever and Orbital Insight Deploy Location Tech for Supply Chain Management
In this episode of Location Weekly, the Location-Based Marketing Association covers Mars/Wrigley getting ready for virtual Halloween trick-or-treating, Unilever and Orbital Insight piloting the use of location tech to monitor their supply chain, Foursquare using location data to increase shopper safety with LinkNYC screens, and CVS rolling out an in-house digital advertising network.
Meliá Hotels Uses Local Influencers to Drive Covid-19 Awareness
Brochures and signage are easy to overlook, but social media influencers are harder to miss. As they work to bring back guests during the Covid-19 pandemic, a number of hotel chains are relying on partnerships with social media influencers to educate guests on the new safety protocols they’ve put in place.
Street Fight’s September Theme: Mapping the Future
What does “Mapping the Future” entail? As a primary tool for consumer local search and discovery, mapping continues to undergo UX innovations and structural changes. We’ll examine these areas as well as mapping’s interplay with local search and SEO strategies.
Though mapping is more of a Street Fight staple than a trending topic, market signals indicate that the timing is right. In fact, we already got started last month with a look at Snapchat’s moves into local mapping — not just UX upgrades to Snap Map but also self-serve advertising for local businesses.
Blocking Third-Party Cookies Will Not Mean the End of Marketing Attribution
The demise of third-party cookies will not mean the end of digital advertising and the ability to assign proper attribution to individuals engaging in various touchpoints along the buyer journey. Several entities are currently hashing out other methodologies brands can leverage to retrieve audience analytics.
Marketing attribution providers will continue to provide reliable data to enterprise marketers on consumers and their customer journeys through the sales funnel. Attribution providers worth their salt will not only make sure they are compliant with the tightened rules around cookies but also ensure their clients are following the letter of the law.
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