News and Analysis
Adobe Survey: 53% of SMBs Plan to Revamp Websites in 2023
Digital marketing can provide small businesses with access to desirable buyers, and potentially level the playing field with larger competitors — but it comes at a price. The average small business spends 8% of its total revenue on marketing, which means that for every $100 in revenue the business brings in, $8 goes right back […]
Brick & Mortar vs Flesh & Blood: An Interview with Ryan Serhant
Even if you’ve never seen “Million Dollar Listing,” you should know who Ryan Serhant is, especially if you’re involved with a multi-location brand. Serhant is the high-energy and visionary media personality successfully breaking almost every real estate marketing and sales rule. Serhant launched his brokerage company (called SERHANT, of course) in 2020. The company now […]
4 Ways Brand Marketers Should Harness ChatGPT — Or Risk Being Left Behind
Generative AI has taken the world of marketing, advertising, and technology by storm. In industries where speed and accuracy are essential, brand marketers are finding creative ways to use tools like OpenAI’s ChatGPT and Google’s Bard to interact with consumers in conversational dialogue and personalize messaging at scale. According to a recent survey by Chief […]
Commentary
How Privacy Will Change Digital Marketing This Year
The marketing industry finds itself facing the most significant disruption since the inception of digital: privacy changes, especially the end of third-party cookies. Google Chrome is inching closer to Deprecation Day for the third-party cookie, and though we still don’t know exactly when that is, the digital marketing industry is preparing to pivot in fundamental […]
Latest Posts
Contactless Convenience Is the Next Normal
SYKES for FinTech recently conducted a survey to assess new consumer trends and discover how Americans view the next normal. SYKES polled 3,000 adults about their experiences with contactless financial technology (FinTech), like mobile banking, as well as touch-free purchasing, curbside pickup, delivery services, and other contactless customer experiences. The survey responses offer insights into the marketplace of tomorrow.
Yes, Brands Can Boycott Facebook — and Still Work with Influencers
While you want to be safe, pausing your Influencer campaign altogether right now might not be the right move. Yes, even if you are boycotting Facebook, you can still work with Influencers.
In fact, brands need to work with influencers in order to maintain a social and online presence and remain top of mind for consumers. This is especially critical now as mobile and social media consumption is up and online shopping is increasing, while budgets are up in the air and the election year crowds the marketplace.
Street Fight’s August Theme: The Next Normal
As we roll into August, it’s time to establish Street Fight’s monthly editorial focus. After our standard ritual (no animals harmed), we’ve settled on “The Next Normal.” Forced to adopt new technologies just to survive, some local businesses have experienced a decade of evolution in just a few months.
So the question is, how will newly elevated local businesses transform the local commerce landscape? If a large share of the local business universe has raised its game, what will be the new “bar” in local media, advertising, and commerce? How should tech providers adjust to new demand signals?
Location Weekly: Walmart’s Grocery Partnership with Yahoo Mail
In this episode of Location Weekly, the Location-Based Marketing Association covers Walmart partnering to let people buy groceries through Yahoo Mail, Iceland’s Airport using sensors and AI to streamline passenger flow, a project between Trident and Instagram that can get you to the Grammy’s, and MUJI taking their products to the mountains.
Why You Need to Build a Data Governance Team Right Now
In today’s climate in which consumer and regulatory expectations change so quickly, data governance is increasingly becoming a necessary function for all businesses leveraging consumer data.
GDPR, CCPA, and future state and federal privacy laws force brands, agencies, tech vendors, and data providers to either comply or face fines and other legal action. Without a data governance team to operationalize and manage their consumer data assets, they put themselves at extreme risk of losing competitive advantage or of being put out of business altogether.
5 Ways to Use Location-Targeted Ads During a Pandemic
Savvy brand marketers are finding ways to take advantage of location-targeted advertising to inform consumers about shifting variables such as store hours of operation and social distancing requirements. Despite some apprehension among advertisers worried about seeming to capitalize on a catastrophe, surveys show that consumers are OK with being targeted with ads right now. More than 90% of people surveyed say they think brands should continue advertising during the crisis.
Here are five examples of ways that brands can start using location-targeted advertising to more effectively connect with consumers during the pandemic.
How Advertisers Can Pursue Brand Safety without Avoiding Sensitive News Content
Advertisers blocking all potentially sensitive content is a raw deal for advertisers and publishers, says Rachel Tuffney, EVP of US operations at Dianomi. Publishers need advertiser support for serious stories. Advertisers need to be able to tell their own stories without avoiding 50% of serious news platform content and without blocking stories that may actually resonate with the brands they want to build.
Tuffney spoke to Street Fight to elucidate the trade-offs on this issue and explain how brands can be safe without blocking all sensitive content.
Why SMBs Are Flocking to Martech to Combat Covid Slump
The old way of doing business isn’t working anymore. As restaurants, retailers, and other businesses work to keep customers updated about shifting hours of operation and in-store social distancing requirements, they are opening up to outside-the-box ideas and becoming more comfortable trying location-targeted marketing platforms.
Data show that digital adoption among businesses and consumers jumped forward at least five years in the first eight weeks of the pandemic. Small restaurants and retailers are eagerly adopting the same tools now that they were hesitant to try back in 2019. That push is leading technology providers to expand their offerings and develop new tools for a growing market.
Mediaocean Acquires 4C Insights. What’s Next for Ad Tech?
The coronavirus pandemic and ensuing recession have forced tech vendors to step up their games and make a stronger case to advertisers as to why their products and services are essential amid tightening budgets. The year of Covid-19 is also fostering a favorable environment for mergers and acquisitions, as solo players team up to emerge stronger on the other side of a stormy season.
Last week, ad tech got a fresh acquisition, as Mediaocean acquired 4C Insights. I checked in with Aaron Goldman, CMO of 4C Insights, to find out what the acquisition portends for the two companies and how it matches up with broader trends in ad tech.
The All But Inevitable Outcome of the Facebook Advertiser Boycott
The boycott may yet exert some meaningful pressure on Facebook to change its ways, but that outcome is unlikely. This is partly due to the dynamics of the advertising market itself but also to the global scale of Facebook’s business and the essential role end consumers must play in any boycott. It’s worth examining each of these factors in turn.
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Streets Ahead: Google Chat, and Instagram Reels