News and Analysis
The Halo Effect: Prime Day Success Leads to Retail Boom
It works. That’s the main takeaway from the latest round of Prime Day data from Criteo, which shows that sales during Amazon’s annual promotional event were hotter than ever in 2023. The role of Prime Day as one of the premiere shopping events of the year, led only by Black Friday and Super Saturday, in late […]
C’mon Publishers and Streamers, Give It a Wurl
When it comes to solving business problems, the Wurl platform addresses three core needs in the CTV ecosystem for content publishers and streamers : monetization, performance marketing, and distribution. On the monetization front, it helps publishers and streamers maximize their supply by connecting them with advertisers. In terms of performance marketing, its connects publishers and […]
Raising Cane’s Adds Dazzle (and Fries) to its Footprint on Times Square
Times Square in New York City is known as the “Crossroads of the World.” And MULO (multi-location) brand Raising Cane’s is known for its chicken finger meals and sauces. The Texas-based brand hired a local New York (Brooklyn-based) creative agency called Wellcom to create “show-stopping decor” for this 8,000 SF restaurant chain’s location. This restaurant […]
Commentary
How Advertisers Can Tackle Consumer Data Privacy and Protection
Regulatory frameworks work by putting more power in the hands of consumers. They help them to maintain better control over if, and what kind, of personal information a company can collect and utilize. Given that, future data sharing should be transparent and transactional. Trust is the new form of currency.
Standard Cognition’s Big Round and Retail’s Future
In this episode of Location Weekly, the Location-Based Marketing Association covers Standard Cognition raising $150M for automated checkouts, WaitWhile raising $12M to help retailers manage wait lines, Revolution360 re-inventing the street poster, and Google’s Jacquard data system for wearable clothing.
Pandemic Marketing Staples for Brands and Small Businesses
How are companies structuring their coronavirus digital marketing approach? Is there a one-size-fits-all method that they’re using? Or is every industry different? Let’s take a look at a few of these pandemic marketing strategies and how you can apply it to your own business.
Latest Posts
KickCOVID.us Crowdsources Business Safety Data
KickCOVID.us is one part business directory, one part safety monitor. The hyperlocal mobile website allows consumers to read and rate the relative safety of businesses based on the precautions they are taking around Covid-19.
Look up Cooper’s Hawk Winery and Restaurant, for example, and you’ll see that social distancing is being enforced and some masks are being worn, but no temperature checks are taking place. At Matchbox, a restaurant in Ashburn, Virginia, most people are wearing masks and no-contact delivery is currently available.
New Study Shows the Impact of Transparency on Consumer Trust
It’s time to start proactively addressing consumer privacy concerns. The data shows that people are becoming more concerned about privacy, and all signs point to the continuation of this trend.
Start with building trust through simple actions like better communication and user experiences. Bake consumer trust initiatives into your corporate strategy by investing in technology, creating formal KPIs, and educating your internal audiences and stakeholders about its importance.
How Are Brands Preparing for Native Ratings in Apple Maps?
A foundational element of local marketing strategy could be changing. Rumors began circulating last week that Apple would be giving users the ability to add ratings and photos to local business listings on Apple Maps when iOS 14 releases this fall. That could mean big changes are in store for brand marketers who’ve grown accustomed to monitoring reviews and ratings on a core group of third-party platforms.
Apple’s move into the ratings and review space isn’t totally unexpected, but it’s still causing the local marketing community to question how the update will impact local search and discovery.
How Local Businesses Can Survive Without a Website
It is hard to imagine operating a business without a website. However, it can be done. In fact, it is already being done by the over 40% of American small businesses that still don’t own a website of any kind. It should be noted that the lack of a website by some businesses isn’t usually due to choice, but rather due to cost.
Even so, local businesses that lack the wherewithal to launch and maintain a website need not despair because there are a host of other viable marketing and communication methods at their disposal to bring awareness to their goods and services.
Location Weekly: Unilever and Orbital Insight Deploy Location Tech for Supply Chain Management
In this episode of Location Weekly, the Location-Based Marketing Association covers Mars/Wrigley getting ready for virtual Halloween trick-or-treating, Unilever and Orbital Insight piloting the use of location tech to monitor their supply chain, Foursquare using location data to increase shopper safety with LinkNYC screens, and CVS rolling out an in-house digital advertising network.
Meliá Hotels Uses Local Influencers to Drive Covid-19 Awareness
Brochures and signage are easy to overlook, but social media influencers are harder to miss. As they work to bring back guests during the Covid-19 pandemic, a number of hotel chains are relying on partnerships with social media influencers to educate guests on the new safety protocols they’ve put in place.
Street Fight’s September Theme: Mapping the Future
What does “Mapping the Future” entail? As a primary tool for consumer local search and discovery, mapping continues to undergo UX innovations and structural changes. We’ll examine these areas as well as mapping’s interplay with local search and SEO strategies.
Though mapping is more of a Street Fight staple than a trending topic, market signals indicate that the timing is right. In fact, we already got started last month with a look at Snapchat’s moves into local mapping — not just UX upgrades to Snap Map but also self-serve advertising for local businesses.
Blocking Third-Party Cookies Will Not Mean the End of Marketing Attribution
The demise of third-party cookies will not mean the end of digital advertising and the ability to assign proper attribution to individuals engaging in various touchpoints along the buyer journey. Several entities are currently hashing out other methodologies brands can leverage to retrieve audience analytics.
Marketing attribution providers will continue to provide reliable data to enterprise marketers on consumers and their customer journeys through the sales funnel. Attribution providers worth their salt will not only make sure they are compliant with the tightened rules around cookies but also ensure their clients are following the letter of the law.
Ditch the Department Store: How DTC Brands Take Back Control
We are anticipating monumental online sales volume for brands with the approaching holiday season. To capitalize on this transition to online shopping, DTC (direct-to-consumer) brands must take back control of their sales channels. DTC brands can’t control whether big-box retailers open their storefronts or the number of consumers they allow inside. They also can’t manage the customer experience with the brand, especially given the many variables Covid-19 has thrown at brick-and-mortar retail.
The one thing brands can control is their online sales channel.
California Attorney General Targets “Low-Hanging Fruit” for CCPA Non-Compliance
The California Consumer Privacy Act enforcement period began July 1, and two months later, numerous firms have received letters from the attorney general’s office about noncompliance. Multiple major companies, including Walmart, Sephora, and Ring, have been hit with class-action lawsuits.
But there’s no great mystery or nefarious agenda tied to the companies that have been targeted as this point, says Dan Clarke, president at IntraEdge. To avoid meeting the same fate, companies need to adhere to the fundamentals of the nation’s first major statewide privacy law. Clarke spoke with Street Fight to explain.
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The Local Media Paradox: Turning Community Trust into Measurable Confidence