News and Analysis
Connected TV Ad Measurement Tools That Link Data to Identity
Connected TV advertising has become increasingly popular in recent years, as more people cut the cord and turn to streaming services for all-things entertainment. However, measuring the effectiveness of CTV ads and attributing their impact to business outcomes has continued to challenge agencies and advertisers. Advertising with CTV and streaming increased 57% in 2021, to […]
KNIME Helps Improve Margins, Effectiveness for Brands
Retail and CPG leaders strategically use data to drive profitability. KNIME, an open-source data analytics platform, has helped numerous retailers to forecast inventory and stock requirements to optimize SKUs and reduce costs. Its data science set of tools has an interface easy enough for beginners and powerful enough for experienced users. It has also enabled […]
Where’s the Beef? Multi-Location Steakhouses Moove Forward
Despite the popularity of plant-based meat alternatives, the steakhouse category is far from dead. This week, Olive Garden owner Darden dropped a sizzling $715M to buy the Ruth’s Chris Steakhouse chain, comprising 150 locations and generating $505M last year. It joins multi-location steakhouses Eddie V’s (29 locations) and the Capital Grill (65 locations) in Darden’s […]
Commentary
Covid is Changing Search. Here’s How to Respond
Advertisers, brands, and agencies are scrambling to deliver the highly tailored, localized search experiences that Covid-era consumers are increasingly looking for. In fact, 61% of marketers in a recent Forrester study said that improving the efficacy of their local marketing is a high priority for 2021.
So, how can advertisers and marketers navigate this evolving, more localized search landscape and get it right? Here are a few key items to keep in mind.
AWS Launches a Google Maps Rival
In this episode of Location Weekly, the Location-Based Marketing Association covers AWS launching Location Service, a Google Maps competitor, Mood Media being acquired by Vector Capital, Starbucks partnering with Pokemon Go in Asia, Bayern Munich using AR to connect with fans, and Gimbal being sued for patent infringement.
Customer Experience is Your Best Marketing Tool
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.
Latest Posts
Location Weekly: GroundTruth and Yext Partner, Facebook Unveils Shops
In this episode of Location Weekly, the Location-Based Marketing Association hosts Mike Peters, CMO, Optimizers, and Head of LBMA Sweden.
The team also covers GroundTruth and Yext announcing a new partnership, Reveal mobile releasing a free version of its Visit Local platform, and Facebook Shops launching in the U.S.
Mobile is Our “Cure for Boredom.” What Does That Mean for Marketers?
A recent survey by mobile app ad firm Digital Turbine found that more than a quarter of consumers open their phones more than 75% of the time without a specific app in mind. Digital Turbine Matt Tubergen checked in with Street Fight to share how mobile app marketers can reach mobile users and the discovery tools those people are seeking.
Brands Are Pushing More Notifications During Covid-19. Here’s Why
According to a benchmark study of more than two billion app installs, recently released by the notifications and customer engagement platform Airship, users are quicker to click on notifications now than before the pandemic began. Thirty-two percent of website visits by opt-in users in March were from direct opens of web notifications, as direct open rates for mobile app push notifications reached their absolute-highest average rate in more than four years.
Heard on the Street, Episode 51: Adding a Third Dimension to Location Data
Bringing new dimension (literally) to location data is the field of “3D location.” This essentially takes typical lat/long coordinates and adds a Z-axis. It brings new meaning in the form of elevation, which comes in handy in places like high-rise buildings and shopping malls.
This is where Polaris Wireless hangs its hat. The company uses several inputs like barometric pressure to pinpoint mobile device locations using all three dimensions. This can have many use cases such as helping emergency responders show up to the correct floor of a building.
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.
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