News and Analysis
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 […]
Report: Higher Income Adults Drive Podcasting Growth
What makes podcast listeners so loyal to the brands that advertise on their favorite shows, and how does that sense of loyalty translate to real world sales? Those were just a few of the questions asked by the customer experience platform DISQO in its new report, released last week. As the podcast landscape evolves, brands and […]
Vericast Launches Contextual Advertising Solution
The marketing technology firm Vericast is changing its approach to contextual advertising by launching a privacy-centric solution meant to help brands reach relevant consumers in the moments when they’re most likely to be receptive. The proprietary solution bolsters Vericast’s in-house targeting capabilities. It matches ads to the content from consumers’ view or search, and it’s […]
Commentary
3 Ways Local Content Drives Customer Connections
Social distancing is here for the long haul, but consumers are still craving social connection. Brands can fill in the gaps by maximizing their digital presence on the key search and social platforms, such as Facebook, Google My Business, and Yelp, where consumers are spending increased time online.
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5 Localized Ad Platforms for SMBs
Localized ad platforms could also see an increase in use in the coming months among SMBs that want to cut down on unnecessary costs. Many of the localized ad platforms aimed at the SMB market take a self-serve approach, allowing business owners to adjust their budgets and adapt their strategies as conditions evolve.
Here are five localized ad platforms that are focused on helping merchants get back on their feet.
The David Strategy: How Small E-Commerce Stores Can Beat Big Brands
Sometimes it definitely seems like there’s just no competing with the big names in any given industry. They take up most of the advertising space. Their retail stores are massive. And their digital marketing budgets are practically unlimited, providing access to better rankings, more traffic, and a larger share of the customer base.
However, while it may seem so, the truth is that the Davids can actually outdo the Goliaths rather than just try to keep up. This is especially true in the world of e-commerce, provided that you invest in the right kinds of strategies. In this post, we’ll look at five effective tactics small e-commerce stores can use to beat big brands.
Marketers, Give the People What They Want: Control
There’s a reason ad blocking exists — because many ads aren’t very good, and because consumers rarely get to choose the ads to which they’re exposed to If we change that dynamic by putting the power in their hands, there’s a huge fringe benefit: Ad recall and favorability go up. And if the consumer chooses your ad specifically, favorability and ad recall surge even higher. Why? Because they own the experience and have control. We’re talking stickiness, something every brand wants for their advertising.
CCPA Enforcement Begins. Are Companies Ready?
The California Consumer Privacy Act (CCPA) generated plenty of headlines when it went into effect on January 1st. We covered tools for compliance, the law’s long-term effects, as well as its pitfalls and promise here at Street Fight. But a six-month grace period before enforcement coupled with the arrival of coronavirus shifted the attention of the location data world partially away from the nation’s first major privacy law.
That enforcement grace period ended this week, and with it, a new era in consumer privacy began.
Why You Should Be Using a Demand-Side Platform for Location Advertising
Advertising in 2020 is about the use of precision data, iterative learning, and the ability to be everywhere to a niche group of users.
A key element of success for many advertising agencies, and their clients, is the deployment of a demand-side platform. In this article, we’ll talk about what they are, how they are integral for location-dependent advertisers, and how you can access them.
Customer Engagement Critical for Local Business Survival During Re-Emergence
It has been an especially hard few months for small businesses, many of which will never reopen or will take months – if not years – to recover financially from the shutdowns and reduced patron numbers.
Despite the challenges, there are very real opportunities for sustained growth during this time. To survive and thrive during this next period, local businesses must deepen their customer relationships despite having fewer resources available. While it may sound like a conundrum, this actually presents a significant opportunity to deliver a personalized customer experience and drive loyalty.
Hybrid Events: Preparing for a Digital Future
Hybrid events are becoming more popular due to the world’s current state, the rise of remote working, and because of their appeal to global audiences. But what is this new event format and how can you prepare for it?
We break down this new event form and outline what companies can do to create hybrid events.
Street Fight’s July Theme: Targeting Location
After huddling with the editorial team about our July theme, we all agreed that it could be time to mix it up a bit. So we’re returning to a meat-and-potatoes theme in our lineup: Targeting Location. This will allow us to talk about something else while acknowledging Covid-19’s still rampant status.
What do we mean by “Targeting Location?” A central issue for location-based media and commerce, this is the moving target of how to pinpoint and optimize strategies around device location. It includes topics like location-targeted ads, building audience profiles, attribution, paid search, and location data strategies.
How Z-Axis is Set to Level Up Localized Marketing Post-Covid
The margin for error is thin and every dollar counts. Accuracy and precision are top of mind, as advertisers continue to long for reliable data to make the most strategic decisions in their advertising spending, especially in the digital space.
Advertising technology and localized marketing platforms built their business on the use of GPS signals to provide real-world KPIs like foot traffic attribution, allowing businesses large and small to go beyond the click to reach and engage more precise audiences. And while this technology has certainly improved from its early days, it can only go so far without the introduction of another dimension: z-axis.
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