News and Analysis
BOOM: Multi-Location (MULO) “Needles” Businesses: Part 1
The IV therapy industry is booming! From hangover cures to vitamin infusions, MULO (multi-location) and mobile businesses are cropping up to fill consumers’ bodies with various liquids designed to give them energy, help them lose weight, and recover from dehydration. The market is valued at approximately $2B and is projected to grow. REVIV was the […]
Borderless Launches Free VR Tools to Consumers
Did you know that you can create a virtual reality experience without paying for it and without coding? Soon, you can. Coming this fall, Borderless is making available its creative platform for consumers who don’t want to learn how to code or pay a fee. Borderless offers extended reality experiences that can increase accessibility to […]
Adding Categories to Google Business Profile Boosts Local Rankings
Even a slight boost in local rankings can lead to thousands — if not hundreds of thousands — of dollars in revenue for a multi-location brand, which is why unlocking the secret to achieving higher local rankings is a topline goal for so many organizations in 2023. According to a new study that’s being billed […]
Commentary
How Retailers Can Prepare Omnichannel Operations for Looming E-commerce Fatigue
The aim of clienteling is to increase customer loyalty and drive sales, while also increasing associate motivation by rewarding staffers for the resulting revenue uplifts.
The Pandemic Prompted a Programmatic DOOH Revolution. Here’s What Comes Next
Rather than stunting DOOH’s long-term growth, the pandemic instead led to DOOH becoming a more nimble and integrated part of advertisers’ overall media mixes.
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.
Latest Posts
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.
Earnings Season Teases Retail’s Next Normal
Earnings results that rolled out from retail giants over the past week further demonstrate what our next normal will look like. Specifically, Walmart and Target both hit record numbers. This is partly a function of Covid-era circumstances, but it is also due to each retailer’s active e-commerce momentum.
The earnings validate consumer acclimation to digitally infused local shopping. What’s more, other retailers and down-market businesses will look to replicate this success. This can all therefore be viewed as a leading indicator for retail’s next normal.
Political Advertisers’ Impact on Brands
A recent report from eMarketer found that political ad spend will reach $6.89 billion in the 2019/2020 election period. This cycle’s spending is 63.3% higher than spend in the 2015/2016 season, showcasing a significant uptick in competition for brand marketers. That said, political advertisers are becoming savvier, expanding their breadth and scale into additional channels and further encroaching on brands’ digital bread and butter.
Here are a few ways political ad spend will impact brand marketers’ approach and how they can adjust their strategies so they don’t lose momentum in the coming months.
More Americans Are Using Delivery. The Change Is Here to Stay
Delivery has perhaps been the industry most clearly affected by the Covid-19 pandemic. When physically going to brick-and-mortar stores became a life-or-death exercise, delivery, which had already grown under the rise of e-commerce, became an even more essential part of how local commerce functions.
Khaled Naim, co-founder and CEO of delivery software company Onfleet, touched on how delivery has changed in the past months, how long those changes will persist, and what technologies are fueling the widespread increase in deliveries.
Covid-19 and Retail Survival: The Online-Offline Imperative
Covid-19 has upended the way consumers buy products. But the pandemic is hardly the only factor accelerating the shift from in-person to online purchasing. This trend has, in fact, intensified over the last decade. With more than 9,000 store closures last year in a strong economy, physical retailers for some time have been trying to figure out how they can thrive (and in some cases survive) in an increasingly digital marketplace.
It’s therefore imperative that retailers (of all sizes) embrace a hybrid business model, where online and offline assets are more integrated. Covid-19 has only made this more apparent.
Consumer Concerns Shift from Covid-19 to Economic Uncertainty
Local businesses have been forced out of their comfort zone this summer as the economic impact of Covid-19 lingers and uncertainty persists into the final weeks of summer. With so many questions unanswered, businesses are searching for resources to help guide their decisions in marketing and general operations.
A number of martech firms are looking to fill the information void by launching their own Covid-19 resource centers and consumer data projects. The location-powered advertising and analytics firm Blis launched its own consumer sentiment tracker, with data from consumers in the United States, United Kingdom, United Arab Emirates, Singapore, and Australia.
Foursquare Uses Location Data to Increase Shopper Safety During Covid-19
Social distancing has become a new way of life, but in crowded metro areas, it’s not always possible to remain socially distant inside busy places like supermarkets and pharmacies. Shopping during off-peak periods is the best way to avoid crowds, but during the daytime hours, it’s anyone’s guess whether a particular store will be crowded or empty.
Foursquare thinks it has a solution.
Google My Business Search and Engagement Trends Define the Next Normal
With the addition of call data from DialogTech, we’ve been able to add an important new layer of insight to our examination of consumer sentiment in 2020.
The current report also adds two full months of new Google My Business data to our ongoing study. As you’ll see, the picture painted by the new data is one where consumers are continuing to limit their shopping activities in comparison with pre-pandemic trends, but have increased store visits and contacts significantly throughout the summer, likely with a focus on an expanded set of essential needs mixed with optimism about a return to normal.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem