News and Analysis
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 […]
Pink Lily’s Success Puts It in the ‘Black’
The path to e-commerce success lies in women’s fashion. At least, that is what Chris Gerbig and his wife, Tori, concluded in 2011 when they began to research the type of online business they wanted to start that would not only support the family they planned to have but also the lifestyle they wanted to […]
Basis Technologies’ TikTok Integration Gives Advertisers Real-Time Performance Data
As social media continues to infiltrate more and more of our daily lives, increasingly advertisers are asking how they can take advantage of data that’s being collected to improve the performance of their campaigns. Today, Basis Technologies is taking a big step by announcing an integration with TikTok that will provide advertisers with access to […]
Commentary
The Case for Internet Tracking
What does Apple’s IDFA change really mean for consumers? It will undermine personalization, make it harder for SMBs to compete, and upend free services.
Snap Acquires StreetCred, IsWhere Partners with Huawei
In this episode of Location Weekly, the Location-Based Marketing Association covers Snap acquiring StreetCred, Refinery Lab bringing Mobilosoft to the U.S., Hypertrack announcing a location-based software suite for the gig market, and IsWhere partnering with HUAWEI cloud.
How Will Retail Redefine Itself in the ’20s?
This post is the latest in our “Disrupting Retail” series. It’s our editorial focus for the month of February, and you can see the rest of the series here. One positive phenomenon of the Covid era has been accelerated digital transformation in traditional sectors. This could be a blessing in disguise, as sectors like retail could […]
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Leveraging Cannabis Consumer Data is the Key to Mainstream Acceptance
Thanks to the industry’s meteoric growth and coronavirus-era essential status in many states, cannabis consumers have emerged as one of the most coveted marketing segments, driving even more engagement in data collection and presentation. A rising tide lifts all boats – and data is a powerful tide that can help raise the industry to mainstream acceptance.
Data may be the ticket to legalization, too, if leveraged in a way that considers how this lucrative information can be used by mainstream companies. As cannabis data begins to resemble data from other industries, it is our responsibility as industry leaders to collectively leverage this data and allow legal cannabis to flourish and emerge as a truly established industry.
Location Weekly: Burberry and Tencent Partner for World’s First Social Media-Infused Store
In this episode of Location Weekly, the Location-Based Marketing Association covers Burberry teaming with Tencent for the world’s first social store, Voxel51 helping to keep stores healthy, Popeyes helping people to “autocorrect” their dinner plans, Foodpanda using traffic and weather data in a DOOH programmatic campaign, and Tapad and Reveal Mobile partnering to launch new audience and attribution capabilities for ad buyers.
Tracing, Tracking, and Trust: Why Tech Is on the Sidelines in Contact Tracing
Mainly, multiple instances of data breaches committed by governments, corporations, platforms, and even data warehouses have eroded the trust citizens have when forking over sensitive and personal information. The resistance only increases as a result of Americans’ strong resistance to being told what to do, which manifested in widespread protests against mandatory quarantine restrictions in several states.
How can this resistance be overcome? Companies and government organizations asking for personal information must build trust from the very beginning. High rates of consent require clear information to users about exactly what data citizens will share and how this data will be used and protected.
Marketers, Don’t Stress About Zero-Click Search Just Yet
Did you know that over 50% of Google searches performed do not result in a click? Did you know that Google is continuing to expand the number of queries to which they are applying zero-click SERP features?
Did you know that it’s not something that you should be too worried about yet?
“Wait… But it’s taking away search opportunities from my website!”
That depends on how you are defining search opportunities, so let’s jump to it.
Who Benefits from the Surging Interest in Contactless Payments?
More than half (51%) of Americans are now using some form of contactless payment. Consumers are most likely to use contactless cards for buying essentials at grocery stores and pharmacies, where 50% of consumers say they worry about the cleanliness of signature touchpads.
Consumers in the U.S. have historically been slower to adopt contactless payments, and that’s something that is tied to a lack of merchant adoption, says Rob Fagnani, vice president of strategy at Formation.ai.
Heard on the Street, Episode 55: Location Intelligence’s New Normal
Location intelligence is expanding beyond its well-known uses for advertising (ad targeting, attribution, etc.), supporting enterprises in a number of other ways. That includes supply chain management as well as decisions about where to open another store location.
All of the above applications of location intelligence are fueling UberMedia, our latest guest on Street Fight’s Heard on the Street podcast. UberMedia CEO Gladys Kong says that this expansion of location data’s utility was already underway but has accelerated in the Covid era.
How Location Intelligence Benefits Businesses During Covid-19
The pandemic has changed the way businesses function, and while a lot of purchasing has moved online, many physical locations remain. Location intelligence is one factor that can help businesses perform better. Its uses include supply and inventory updates, supply-chain improvements, sales and marketing optimization, and monitoring for increased safety.
Tapad, Reveal Mobile Partner to ‘Make Attribution Make Sense’
Household targeting was possible before the pandemic, but it has become even more necessary for brands since shelter-in-place orders began this spring. With more people living together, and spending more time together inside their homes, having the ability to target multiple members of the same household has become more valuable for marketers.
“The pandemic has caused people to spend a lot more time at home. That means more time spent with shared devices,” Tapad COO Mark Connon says. ”Brands need to have a better understanding of who is using what device and when, despite these shifting behaviors, in order to make their engagements count.”
Contactless Convenience Is the Next Normal
SYKES for FinTech recently conducted a survey to assess new consumer trends and discover how Americans view the next normal. SYKES polled 3,000 adults about their experiences with contactless financial technology (FinTech), like mobile banking, as well as touch-free purchasing, curbside pickup, delivery services, and other contactless customer experiences. The survey responses offer insights into the marketplace of tomorrow.
Yes, Brands Can Boycott Facebook — and Still Work with Influencers
While you want to be safe, pausing your Influencer campaign altogether right now might not be the right move. Yes, even if you are boycotting Facebook, you can still work with Influencers.
In fact, brands need to work with influencers in order to maintain a social and online presence and remain top of mind for consumers. This is especially critical now as mobile and social media consumption is up and online shopping is increasing, while budgets are up in the air and the election year crowds the marketplace.
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