News and Analysis
Snack Brands Lean Into Nostalgia this Back-to-School Season
The dog days of summer have arrived, and all around the country, parents are preparing kids for back-to-school in just a few short weeks. For snack and specialty food brands like General Mills, Conagra, and Nestlé, it’s go time. Despite often being overlooked during the back-to-school rush, when attention is generally focused on backpacks and […]
Snoop Dogg’s Munchie Meal and Celebrity-Inspired MULO Brands
We live in a world of stars — big, small, and on the rise. From singers and actors we watch on stage and screen to reality TV celebrity to previously-unknown consumers who make a name for themselves on TikTok, we exist in a world where everyone can be perceived as “talent.” Celebrity endorsements are certainly […]
6 Influencer Relationship Management Platforms for Brands
Just about anyone can call themselves a creator these days, and that makes it harder than ever for brand marketers to cut through the noise when putting together their influencer campaigns. With the creator economy on track to become a $100 billion industry, more brands and agencies are searching for tools to source potential brand […]
Commentary
Why Local News Sponsorships Are More Relevant than Ever
Taken together, current events have resulted in a heightened opportunity for brand sponsorships of local news organizations and broadcasts. Let’s examine why these sponsorships are receiving increased attention from advertisers, and the various forms the sponsorships can take.
How Retailers Can Tackle Supply Chain Data Risk
Information security professionals should be included in supply chain management from early planning stages to realization to ensure at-risk data is protected.
What Emerging Tech is Driving Localized Brand Marketing?
Running an emerging tech-driven digital agency, Maher is on the front lines of marketing innovation for brand clients like Panera and Bolle. For both of those campaigns, there was a local component, including Panera’s in-store AR integrations and Bolle’s local activations at Dick’s Sporting Goods.
To anticipate the upcoming Street Fight Summit and Maher’s speaking role, we sat down with him for his view on the drivers and dynamics of digital marketing. Here’s our dialogue with Maher on the biggest brand marketing trends and value drivers he’s tracking.
Latest Posts
How Political Campaigns Leverage Location Data in an Era of Virtual Events
Political ad spending is expected to reach record highs this cycle, topping $6.89 billion in the 2019/2020 election period. This cycle’s spending is 63% higher than spending in the 2015/2016 season. Tapping into location data to make that advertising more relevant has taken a bit more creativity than usual.
How Brands Can Support the Safe Return of Youth Sports to Communities
As the school year kicks off virtually for many children and families across the nation, all eyes are turning to the possibility that youth sports could help provide much-needed activity, socialization, and emotional support during an otherwise overwhelming and disorienting time. Without a doubt, youth sports in a pandemic must look a lot different than they did in pre-pandemic times, but one thing is truer than ever: Brands can play a valuable role in helping youth sports return safely to the field and enabling the kids who need these activities the most to participate.
How E-Commerce Sites Can Remain Competitive in a Rapidly Accelerating Digital Age
Customer experience isn’t anything new, but new ideas can be applied here, especially in the digital space. The question now revolves around how to create the same welcoming environment you’d create in a physical store online. It can be as simple as choosing colors for your website to elicit certain moods or using certain tech features like a chatbot to welcome customers as they “enter” your store. And it’s about making sure that customers can find your store — and this is where our affiliates become a key part of our strategy.
How Much Is Your Data Worth? A New Tool Will Help You Find Out
Facebook, Google, Amazon, Twitter, Pinterest, and countless other technology giants have expanded their collection of consumer identity data, even as privacy regulations like the European Union’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA) have gone into effect. A new tool from Killi serves as an educational resource, giving people a way to calculate the value of their personal data based on the platforms they use every day.
Killi’s new tool asks consumers to enter their email addresses and select the platforms they currently use. The tool references public quarterly revenues and daily/monthly active users, as well as data aggregators like Statista, to arrive at the value amount of each consumer’s personal data.
How Accurate Geolocation Data Fosters a Better Customer Experience
Having the most reliable data the first time you ask for it is a no brainer for the consumer, but its obvious importance is often overlooked by the provider. Data quality should be a dominant component to support a business’ reputation. But what if the data were slightly off? What implications does that have?
Why Contextual Ads Are Generating More Interest
Increased attention to consumer privacy is shifting the way advertisers do business. One of these shifts is the increased embrace of contextual advertising, which shows Internet users ads based on the content of the sites they’re searching, not based on their previous digital activity.
I checked in with John Clavadetscher, president and chief commercial officer at Cooler Screens, for more on why brands are taking up contextual ads and what benefits the format offers.
Rebuilding Retail with Customer-First Experiences Online and In-Store
There’s so much discussion around returning to the old normal, but retail’s future depends on getting as far as way from normal as it can. Retailers need to seize the opportunity and reimagine the experiences they provide—and create the next normal.
What would this look like? As a guiding principle, retailers should be finding ways to put the customer first in the experiences we provide.
Location Weekly: Education Apps Sell Location Data
In this episode of Location Weekly, the Location-Based Marketing Association covers InMarket acquiring NinthDecimal, Google Chrome announcing Orion WiFi, Burger King unveiling a COVID-friendly restaurant design, and education apps selling location data.
Triangulating Apple Maps: The Tech Angle
Apple surprised the local search world last month when it announced local business reviews in Maps. Similar to its other search-based efforts, Apple formerly relied on partners like Yelp for local listings and reviews. But now, as part of its broader data-driven Maps overhaul, it will phase in original content.
Much has been written about this within the local search publishing world and analyst corps, including my colleague Stephanie Miles’ article on how brands can prepare for Apple Maps reviews here on Street Fight. So in the interest of treading new ground, what less-discussed clues lie in Apple’s recent mapping moves that can triangulate its direction?
The One Where Adtech and Martech Get Married
It’s impossible to have any certainty about the de facto cookieless targeting solution of the future or what solutions will emerge from Google’s privacy sandbox. But what is clear is that the ability to precisely target audiences in adtech without cookies will likely have very similar applications for personalization use cases in martech.
In order words, the data used to show a targeted ad to a person without cookies could simultaneously power the way a digital experience is personalized for that same person.
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
The Next Retail Media Channel Might Be Sitting on the Shelf