News and Analysis
A Dozen Predictions for Multi-Location Brands
Over the past few years, we’ve seen cosmic shifts in consumer shopping and dining behaviors. Our lives have been forever changed by the pandemic and the proliferation of a wide range of technologies (not to mention supply chain challenges). Our focus on multi-location brands qualifies us as futurists, so here are some of our observations […]
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. […]
Commentary
Data Science Enables ABM to Achieve Its Full Potential
ABM’s evolution must begin with finding ways to achieve greater levels of personalization that will enable marketers to identify, target, and engage the stakeholders within organizations who wield the real power when it comes to making buying decisions. Only when the targeting challenge is solved can the attribution problem be addressed.
Gowalla Returns with AR Location Lenses
In this episode of Location Weekly, the Location-Based Marketing Association covers the GroundLevel Insights and Town of Whitby Project, Vodafone rolling out centimeter-level tracking, GPS tracking for dementia patients with GTX Corp solution, and Gowalla coming back with AR location lenses.
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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.
Ditch the Department Store: How DTC Brands Take Back Control
We are anticipating monumental online sales volume for brands with the approaching holiday season. To capitalize on this transition to online shopping, DTC (direct-to-consumer) brands must take back control of their sales channels. DTC brands can’t control whether big-box retailers open their storefronts or the number of consumers they allow inside. They also can’t manage the customer experience with the brand, especially given the many variables Covid-19 has thrown at brick-and-mortar retail.
The one thing brands can control is their online sales channel.
California Attorney General Targets “Low-Hanging Fruit” for CCPA Non-Compliance
The California Consumer Privacy Act enforcement period began July 1, and two months later, numerous firms have received letters from the attorney general’s office about noncompliance. Multiple major companies, including Walmart, Sephora, and Ring, have been hit with class-action lawsuits.
But there’s no great mystery or nefarious agenda tied to the companies that have been targeted as this point, says Dan Clarke, president at IntraEdge. To avoid meeting the same fate, companies need to adhere to the fundamentals of the nation’s first major statewide privacy law. Clarke spoke with Street Fight to explain.
More Brands Are Scaling Digital Channels for Customer Engagement — Here’s Why
Communicating with brands on social media has become the norm for consumers. Surveys show that roughly half of all consumers who engage with brands on social media are reaching out about customer care concerns, and more than 65% of social media users across all platforms expect brands to respond, regardless of whether the initial outreach was via private messages or public posts.
Those expectations have only heightened over the past six months, and many brands have had to pivot their customer support and engagement priorities on the fly.
Location Weekly: Burger King and Wawa Innovate for Covid Era
In this episode of Location Weekly, the Location-Based Marketing Association covers Wawa launching drive-through-only convenience stores, Waze launching contactless gas payments at Shell and Exxon Mobil, Burger King printing customer orders on face masks, and Heineken launching its “Star of the Summer” campaign at Tesco UK.
Who’s Afraid of CCPA? Steps Toward Ethical Data Collection
The marketing and advertising communities are inherently about data collection. They survey and track people’s online behaviors to uncover a deeper understanding of trending sentiments. Through this, the ultimate goal is to help marketers better target the right audiences with messaging that will resonate with them on the platforms they typically frequent.
While data privacy should be a given considering how central it is to the industries at hand, it’s often still seen as a challenge to overcome. So, where is the problem?
How Covid-19 Is Speeding Up OOH Advertising’s Digital Transformation
Some OOH media providers have already moved beyond the traditional real estate-based approach in which advertisers focus on a specific region or even choose specific billboard locations. Instead, they are using data and technology to target specific audiences and measure the impact of their campaigns. For the laggards, the pandemic is proving a catalyst for overdue change. Let’s consider why OOH’s audience-based future is closer than ever as well as what is next for the industry’s evolution.
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