News and Analysis

Report: ​​Most Grocers Are Dissatisfied with Digital Loyalty Components

Report: ​​Most Grocers Are Dissatisfied with Digital Loyalty Components

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Has digital shopping made buyers less loyal? That’s certainly what the majority of grocers believe, according to a new report conducted by Incisiv, The Food Industry Association (FMI), and Loyal Guru, a loyalty management platform. The Shopper Loyalty in the Digital Age report highlights the importance of offering seamless omnichannel experiences as a way for […]

Losers & Winners in Retail Today

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New retail categories are emerging as companies like Bed Bath & Beyond, Party City, and others struggle to keep their doors open. The impact of online shopping, the pandemic, and supply chain issues (along with commercial real estate expenses) has seriously affected many brick-and-mortar store brands. Yet, new categories of multi-location retail and service businesses […]

FAT Brands Serves Up a Charitable Venture

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Charitable giving is on the upswing, and consumer shopping behavior and multi-location brands can sway perception via charity-related campaigns. But “doing good can go bad” when companies launch charity efforts without being thoughtful and transparent. That’s why multi-location FAT Brands put significant thought and effort into creating its newly-launched FAT Brands Foundation. Philanthropy tied to a […]

Commentary

Customer Experience is Your Best Marketing Tool

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Providing an outstanding customer experience can be your most powerful and cost-efficient marketing strategy. In a business world where dozens of other companies sell the same products and services as you do, creating an environment where customers enjoy dealing with your company will help your brand stand out from the rest. 

Respecting Data Privacy while Boosting Business

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The concept of being relevant while not being intrusive is not mutually exclusive. Certain brands have been able to master this delicate balance. One such brand is Apple. Apple knows that I have an iPhone 12, but they aren’t chasing me on all corners of the internet trying to sell me accessories, or worse, another iPhone. However, when I go to the Apple Store app, it has all my devices connected to my Apple ID, creating a curated list of relevant products. This is a masterclass in being relevant without being intrusive.

Contact Center Should Be the Marketing Engine

How to Tell Customer Stories During a Pandemic

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How do we continue to market our company and tell our customers’ stories when customer experiences have become a moving target? Here are five tips for how to tell your customer’s story during the Covid-19 pandemic.

Latest Posts

Location Weekly: Reveal Mobile Raises Fresh Funding

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In this episode of Location Weekly, the Location-Based Marketing Association hosts two new guests: Denise McKenzie, director of the Benchmark Initiative at Geovation, and Walter Geer III, SVP, Group Creative Director, at TBWA/WorldHealth.

The team also covers Reveal Mobile being awarded a patent and raising fresh funding as well as EQ Works partnering with Opta Information to use location data for the insurance industry.

Can Local Commerce and Tech Work From Home?

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I’ve worked from a home office since 2002. Forced into it — and initially opposed due to unfamiliarity — I didn’t like the isolation. But after acclimating, I became more productive, happier, and healthier than in any previous office job. Now, 18 years later, I may never go back.

One question is if that same realization will sink into corporate ranks now forced to #WFH. Could adjusting to working from home be a silver lining for some industries? In being forced to try new ways of doing business, could we discover habits that work better than older conventions? How might this principle play out in local businesses?

Adapting to Covid-19 Using Location Data

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My personal experience getting sick during the pandemic also got me thinking about how easy it is to spread the virus just by moving around and how important it is to abide by government guidance to stay at home or at least limit your movements. As someone who works in the location data industry, I have an appreciation for the mass movement of people, and staying at home and limiting contact with other people is the right thing to do right now.

I also had the chance to think about how location data could be used to help hospitals, governments, and businesses combat the spread of the virus. 

6 Live Streaming Platforms for Gyms and Fitness Studios

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The fitness industry has changed overnight as Covid-19 forces gyms across the country to close their doors. While gym owners wait for the go-ahead to reopen their businesses to the public, many are moving their classes online as a way to generate revenue during the pandemic.

Local fitness studios seem to be having the most success utilizing online platforms designed specifically for their needs. Technology companies offering fitness management software and live streaming tools have stepped up to the plate with tailored offerings for fitness studios and gyms, and some are even finding ways to work together with Zoom, YouTube Live, and other popular video services.

Here are six options that are worth checking out.

Social Distancing and Gen-Z

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Social distancing and self-quarantining have changed the world in a matter of weeks. How is Gen-Z responding? They are flocking to apps like TikTok, Instagram, and Snapchat to pass time and interact with family and friends. Facebook and WhatsApp have lost their reign over the competition during lockdown.  

To get a better understanding of Gen-Zers’ habits, routine, and lives during the pandemic, Brainly, the world’s largest peer-to-peer learning community, surveyed over 1,700 of them. 

Yelp Revamps its Business Control Center and Releases Other Pandemic-Adaptive Features

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The announcement follows massive layoffs at the company as advertising plunged along with SMB revenue in the face of coronavirus-fueled lockdowns. But a recent Brandify survey showed Yelp remains a massive presence in the local digital marketing space: 64% of US consumers are somewhat or very likely to turn to Yelp when searching for restaurants, second only to the leader across verticals, Google.

Yelp’s new features will prove especially helpful for businesses in the months, if not years during which Covid-19 continues to affect everyday habits, but a number of the changes align with digital marketing best practices that will serve Yelp clients well beyond the next 12 months. Below is a rundown.

Brandify Study Shows Consumer Search Preferences for Healthcare, Restaurants, and Retail

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Google in particular has made significant moves in recent months to verticalize the consumer search experience. For example, the team responsible for the relatively new Google Travel and Google Hotels sites has reported that they built a new consumer experience for hotels specifically because they noted important differences in the ways consumers searched in that category. 

Brandify’s study illustrates that consumer preferences for additional verticals are similarly differentiated, both in the channels consumers prefer for each vertical and the sorts of information they seek out when searching. Already, the search experience for restaurants, retail stores, and healthcare providers varies by vertical, especially on Google, which has added prominent vertical-specific attributes as a result of Covid-19 such as dine-in, takeout, and pickup availability for restaurants.

The Affiliate Maturity Curve: Graduating from Banners to Lifetime Value

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Let’s face it: Affiliate marketing gets a bad wrap. Once considered a channel fraught with black-hat players, fraud, weak strategy, and an overall lack of transparency, affiliate marketing suffered from a reputation for opacity that did not imbue confidence and trust in partners. Most importantly, there wasn’t a sufficient level of confidence that the channel could deliver desired results and outcomes. 

The reality is that the last-click-only perception of affiliate marketing is a thing of yesteryear. Looking back, coupon and loyalty dominated the category because of this reliance on the last-click model embraced by brands. That model stymied the channel’s advancement and progression. However, affiliate is no longer relegated to rudimentary tactics like banner advertising on coupon sites. 

The Cookie’s Collapse is No More Consequential than the Shift to Mobile

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The cookie is on its last days, enjoying an extended farewell tour, thanks to Google’s decision to view third-party cookies as obsolete within Chrome by 2022. While many have painted the cookie’s waning days as the potential end of digital advertising, the truth is that this move is really no more consequential than the gradual shift from the desktop web to the mobile device.

Similar to the shift to mobile, the loss of the cookie will change the way that digital media is bought and sold and the way that many companies approach third-party data. It will likely put several companies out of business if they fail to adapt. But this change will merely be a paradigm shift — one that is long overdue — and not the nuclear fallout that many are expecting.

Street Fight’s May Theme: Local Commerce’s Recovery Playbook

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In our own reporting and analysis (and through the words of our contributors) this month, we’ll define the playbook for local re-entry. As business ramps back up, what will best practices be for local staples such as search marketing and reputation management?

We’ve already covered how businesses are digitizing to adapt to the challenges of commerce in a time of social distancing, embracing curbside pickup, social advertising, pop-up distribution centers, online classes, and retail tech. With an even longer-term view, we’ll examine how this period of uncertainty will shape the future of local commerce.