News and Analysis
Amperity Getting Ahead of Cookieless Targeting
Google’s plan to eradicate the third-party cookie is still on track for 2024, but it is starting slowly, turning off just 1% of these tracking pieces of code in Chrome in Q1. Other companies are already taking similar steps to wean their measurement systems to prepare for cookieless targeting, and Amperity is no exception. The […]
The Power of DOOH in an Omnichannel Media Strategy
To the layperson, out-of-home advertising means nothing but billboards that litter the landscape and ads on taxi tops or elsewhere that their eyes randomly scan. Even some sectors of the marketing industry do not give much thought to DOOH advertising or digital-out-of-home advertising. But these media channels are much more strategic and powerful than many […]
Why One Version of the Truth Is Vital to a Retailer’s Success
When walking into a Walmart, customers know exactly what to expect, as the brand provides a consistent experience from merchandise to employee interactions, no matter the location. With over 10,500 stores, Walmart employs 2.1 million associates. From a managerial standpoint, that number can seem daunting. Providing a consistent experience across all store locations can be […]
Commentary
Standard Cognition’s Big Round and Retail’s Future
In this episode of Location Weekly, the Location-Based Marketing Association covers Standard Cognition raising $150M for automated checkouts, WaitWhile raising $12M to help retailers manage wait lines, Revolution360 re-inventing the street poster, and Google’s Jacquard data system for wearable clothing.
Latest Posts
How to Use Maps for Local Marketing
Techniques for measuring DOOH exposure and mapping to give cross-device measurement more meaning are being utilized by larger brand marketers, but smaller companies are also getting into the game and finding innovative ways to layer maps onto their local strategies.
Here are five ways that marketers can use mapping technology in their local campaigns.
InMarket Buys NinthDecimal as Location Consolidation Persists
The move comes at a time when location marketing competition is heating up as the number of major players in the space winds down. Foursquare is widely recognized as the leader in location, especially after its merger with Factual earlier this year. PlaceIQ acquired Freckle IoT. X-Mode bought Location Sciences’ location data assets.
With the boost of NinthDecimal’s tech, talent, and partnerships, InMarket is better positioned to compete.
Location Weekly: Google Maps Enables Parking Payments with Passport
In this episode of Location Weekly, the Location-Based Marketing Association covers Colorado artists selling their wares in refurbished vending machines, Google Maps enabling parking payments with Passport, Reveal Mobile looking at average CPMs for location-based audiences, and Amazon going big on AR with Room Decorator.
Heard on the Street, Episode 56: Diversifying the Digital Ad Stack
Digilant offers a multi-faceted service model that both diversifies its market opportunity and mitigates its risk as a player in the ever-shifting advertising world.
This multi-faceted approach includes interlocking pieces such as ad tech software, agency services, and consultancy services. These can be mixed and matched in various ways. For example, clients can use Digilant’s software for in-house brand marketing work or rely on the company as more of a full-service agency.
Local Businesses’ Newest Competitive Edge: Distribution and Delivery Data
To continue delivering products and services to their local communities safely — no matter the fluctuating restrictions — businesses are offering order-ahead, curbside pickup, touchless payments, and sophisticated delivery options, whether through their own operations or through third-party providers such as GrubHub and DoorDash. These flexible distribution options not only help drive continued momentum, they also create a myriad of new valuable customer data points that must be captured and incorporated into rapidly evolving customer engagement strategies.
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.
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