News and Analysis
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 […]
How Retailers Can Improve Inventory Management in Real Time
Among other things, SymphonyAI is a SaaS company that enables retailers and convenience stores to see through the eyes of the customer regarding in-store products on shelves and improve inventory management. Using image capture from employee mobile devices, whether mobile phones, tablets, shelf cameras, ceiling cameras, or robots, both retailers and CPG companies use SymphonyAI’s […]
Commentary
Digital Advertising’s Big Moves in 2021
2020 was a challenging year for digital advertising, and there’s no reason to think 2021 won’t be as well. The industry is facing several issues, including privacy and cookies, ad tech dominance and ad fraud. And they’re all coming to a head now. With that in mind, here are five big moves I anticipate this […]
Latest Posts
A Call for Brand Safety: Using OOH to take Ownership of Advertising Environment
Brands today are spending valuable time assessing and understanding the environments in which they exist and the communities they impact. I expect that more brands will turn to OOH as we move closer to the election; it is a one-of-a-kind medium that provides a safe platform to share messaging while fostering conversations and shaping a local environment.
Most importantly, the tangible IRL impact of OOH provides a level of authenticity that amplifies voice and connects with people as they safely enjoy some much-needed time outside of their homes.
Hyperlocal Device Targeting Should Be Part of Your Advertising Strategy
True hyperlocal advertising revolves around mobile location data. The intersection among time, place, device, and creative is the sweet spot that we’re aiming for here. By harnessing mobile location data, digital marketers can employ smarter audience targeting, deliver more timely and relevant ad messaging, generate more foot traffic, and measure the offline results of online marketing efforts.
If you’re looking to add location-based advertising to your digital marketing mix, here are some effective tactics that can help you boost in-store visits.
Can a Pandemic Inflect Local Commerce Tech? Part II
What about the tech adoption accelerants happening on the supply side? Tech giants who provide marketing and operational tools for local businesses have been in hyperdrive over the past few months to roll out new Covid-era features.
Here are three areas where we’re seeing the most activity … and where we could correspondingly see the most local business evolution.
The Essential Data Requirements for Successful Developers
Leading brands and local businesses alike rely on innovative business and consumer data to market their products, sell directly, and advertise through multiple channels, including social media, display, email, and direct mail.
Tech companies rely heavily on data to support search and navigation, location analytics, risk assessments, and more.
While use cases might be different, here’s what all companies and their product developers should look for when evaluating the data that will fuel their solutions.
AI’s Promise and Challenges for Martech
In this article, we will discuss the ways artificial intelligence is changing marketing and why this marks a positive change. This article will also discuss how metadata can be more revealing than event data itself when collected and analyzed in aggregate, and why making all this data functional is the main strength of AI technology.
As Delivery Market Consolidates, Affiliate Marketing Gets Sophisticated
Uber’s recent decision to acquire Postmates for $2.65 billion was just the beginning. As the delivery market consolidates, there will almost certainly be rising demand for pay-for-performance marketing products that help these companies strike a balance between volume and profitability.
One of the latest examples of this is the launch of Actionable Intelligence, a product by Button that gives marketers the ability to target and test high-value audience segments with personalized offers.
The Problems with a Band-Aid Approach to Data Governance and Compliance
As more privacy laws pop up, blanket policies and compliance band aids could result in brands cutting away 20% to 40% of the data they would have previously collected. A big portion of that data is likely usable in different scenarios, but a failure to operate at the edge means that brands are cutting away portions to be on the safe side.
Rather than jettison huge chunks of data because it may not be compliant, the industry needs to adopt granular data governance controls that provide a view into the circumstances of every piece of data.
How Advertisers Can Turn the Facebook Boycott into a Transformative Moment
It would be helpful if about 20 of the large brands boycotting Facebook put their money where their mouth is and invested in the establishment of a data and publisher sharing network.
The next step would be identifying the media publisher outlets as partners. The co-op would need to negotiate a performance-based publisher relationship, which would effectively increase content monetization for publishers’ content channels.
How Email Marketing Will Evolve in the Next 5 Years
With a tool that enables us to reach millions of potential customers with the click of a button, it’s tempting to send out mass promotional emails that reach the maximum number of people possible, but besides having been done to death, that means missing out on huge opportunities. Over the years, email marketing has steadily been moving away from the newsletter and promotional blast to behaviorally driven, event-triggered, one-to-one messaging. In one word: personalization.
Location Weekly, Featuring Co-Founders of Geofencing Platform Bluedot
In this episode of Location Weekly, the Location-Based Marketing Association covers Fit:Match teaming with Brookfield for virtual fitting rooms in malls; Walmart, Cadillac, Fairview, and others transforming parking lots into virtual cinemas; and Uber buying Postmates for $2.65B. The team also hosts Emil Davityan and Filip Eldic, co-founders of Bluedot.
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Why TV Remains the Heartbeat of Local Connection