News and Analysis
Gun Hill Brewery Refocuses on Hyper-Local Marketing
If you’re lucky enough to score tickets to “Hamilton” on Broadway, you can also enjoy a brew called “Rise Up Rye,” made for the show by Gun Hill Brewing Co. in The Bronx. Since 2016, the beer has been available as part of the Broadway Brews project and the company sets the definition of hyper-local […]
Aspex Turns to Vistar Media for DOOH Campaign
When Aspex Eyewear Group decided to begin advertising again after many months dormant, executives decided to add digital out-of-home or DOOH to their media mix to support a campaign that launched in February. “When we decided to come back and reactivate our marketing and advertising efforts, it was great to see how far digital had […]
Deterministic Identity Solutions Power Next-Gen Customer Experiences
As brand marketers shift away from third-party cookies, one solution is emerging as the clear successor: deterministic identity solutions. Deterministic identity solutions are a type of identity resolution that relies on user-provided, first-party data to match customer identities across different devices and channels. This can be done by using unique identifiers, like email addresses, phone […]
Commentary
New Ad Targeting Group: Cannabis Consumers
According to a new commissioned study conducted by Forrester Consulting among marketing leaders in the US, most brands (>75%) are already interested in cannabis consumer data to better understand and reach new and existing customers.
They recognize that sustainable, long-term growth requires keeping pace with their customers’ interests, like cannabis, as they evolve over time. They also see the value of this massive audience that possesses ideal attributes for campaign activation up and down the funnel.
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Location Data Companies Rise to the Challenge of Covid-19
The location data market has responded to many external pressures in recent years. Guided by new privacy regulations such as GDPR and CCPA as well as operating system updates by Apple and Android, the industry has put the consumer back at the center. The old days of capturing data and selling to ad tech firms without permission are over.
These shifts are good news for society. But they are also good news for the location industry, which has pivoted to thrive in this new world where squeezed supply impacts the quality of location data.
Now, Covid-19 has presented a new challenge, with movement data restricted to unprecedented levels. So, how are location data companies responding to the crisis?
Essential Business Foot Traffic: U.S. Grocery Store Trends
This article takes an up-close look at foot traffic to what may be the most critical of essential businesses: grocery stores.
Grocery stores are crucial during the quarantine and will remain so as areas of the retail economy reopen and as we enter into a recovery period. According to the National Grocers Association, grocers are especially adept at making and executing contingency plans in the event a disaster strikes. This involves coordination with myriad producers, distributors, and wholesalers throughout the supply chain. It is no small task keeping eggs, milk, butter, and bread in stock and on the shelves of your local supermarket.
GMB Insights Reveal Pandemic Search Trends for Multi-Location Brands
Given the dominance of Google as a tool for local search, and given the fact that Google provides a richer set of search and engagement metrics for each of its business profiles than any other publisher, we thought it would be worthwhile to examine Google My Business data as an indicator of consumer search trends during the time of the pandemic.
The verticals that are booming in the pandemic period, with major gains in overall GMB activity, include pharmacies, banking and finance, hardware and home improvement, general retail, gas and convenience, and grocery. Those whose struggles are borne out by significant GMB activity decreases include restaurants and eateries, branded retail, and hotels and accommodations.
Location Weekly: Google Highlights Curbside Pickup
In this episode of Location Weekly, the Location-Based Marketing Association hosts Jed Schneiderman, EVP of growth and marketing for EQ Works.
The team also covers Pedigree getting behind Zoom-based dog adoption in Nashville, Chantel Jeffries throwing a virtual DoorDash dinner party with Chili’s, and Google highlighting businesses with curbside pick-up in local search results.
Why Brands Are Turning to Influencers During Covid-19
Brands are on delicate ground as they look for ways to promote their non-essential products during the pandemic. Stay the course with existing marketing strategies, and it looks like the brand is ignoring a global health crisis. Push too strong with coronavirus-themed ads, and brands run the risk of being seen as capitalizing on the tragedy.
The solution that some brands have come up with is to put the ball in the influencer’s court.
How First-Party Data Can Drive a Comeback for Local Travel
Long live the road trip. Experts predict that people will largely look to visit domestic and drivable destinations because of new health and economic concerns. We’ll see more three- and four-day trips because of finances, work pressures, safety concerns, and changing school schedules. That said, travel companies, hotels, and CVBs are now considering reinvesting in marketing to local audiences. It’s time to hit the gas at this first sign of recovery.
Marketers have to think about geo-optimization because there may be pockets of travel in certain regions and an opportunity to be more fine-tuned. Larger brands that do national advertising may miss an opportunity to be more targeted on a regional basis.
7 Ways Retailers Are Using Mobile Messaging to Connect During the Pandemic
By most measures, it appears that retailers have a tough road ahead of them. While deep investments into ecommerce and steep discounts on existing merchandise are expected, many retailers are exploring other avenues in a bid to connect with customers and offer a sense of assurance during the pandemic. Mobile messaging platforms are being utilized in new and unexpected ways. With open rates close to 100%, texting has become the communication channel of choice during the ongoing pandemic.
Here are seven examples of ways that retailers are using mobile messaging to connect with customers during Covid-19.
Location-Based Search Disrupts Brand-Centric Theory of Marketing
Building a brand will never stop being essential for companies with brick-and-mortar locations hoping to secure the dollars of nearby consumers. But a new report from location marketing firm Uberall suggests the rise of location-based or “near me” search is undermining the power of branding alone, increasing the importance of optimizing for searches in which consumers are simply looking for the closest, most convenient option while on the go.
Top 5 CRO Tools That Will Increase Conversions for Your Small Business
CRO is the process of setting up a website in a way that leads site visitors to take action and purchase products. As a result, they are converted into customers of the business.
If you have a site that has high traffic, that is naturally a good sign. But it doesn’t mean much unless that traffic leads to conversions. Based on current research, we’ve compiled the top 5 CRO tools that you can use to increase conversions and bring in greater profit.
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