News and Analysis
Can AR Elevate Multi-Location Marketing?
Augmented reality continues to be an early-adopter technology in terms of brand marketing. It has the unique ability to demonstrate products in their full 3D glory, which has proven effective in categories from furniture to footwear and cosmetics to cars. Many of these categories align with multi-location brands.
Commentary
Improving Satisfaction with Digital Customer Service
Most brands track certain metrics, including customer satisfaction (CSAT), net promoter score (NPS), and customer effort score (CES), to gauge how well they’re serving customers. Each calculation gives a numerical value you can use as a benchmark or leading indicator when making improvements to customer service operations or your brand’s customer journey.
These scores provide insight into which experiences and channels drive the most satisfaction, as well as which pain points are negatively impacting customers. Benchmarking scores against ever-changing industry standards and monitoring even subtle shifts over time allows brands to access valuable information about the quality of their customer care.
How DTC Brands Are Adapting to Covid-19
When Covid shut down the world, it wasn’t just traditional retailers that were hit. DTC brands were, too. Shifts in consumer shopping habits during the pandemic forced DTC brands to alter the ways they think and they still came up on top. As the world continues to navigate our new normal, we hope that others can learn from the strategies DTCs are implementing.
Re-engaging Consumers Amid and After Covid-19
Shortly after the pandemic caused retail stores around the country to rapidly adapt their business models to address shutdowns and changes in consumer habits, CodeBroker conducted research to explore how shopping behaviors were changing.
The resulting report, Consumer Shopping Habits During the Covid Pandemic, offers insights into what has changed, which changes are likely to persist even after the pandemic subsides, and what retailers can do to protect their bottom line.
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No Time to Think Small: Innovate on SMB Reputation Management
A small business’ reputation is the company’s most valuable intangible asset. During this current climate, we are seeing successful brands adapting quickly to their customers’ change in lifestyle and priorities. They’re catering for their isolation with services that make their lives not only easier but also more entertaining. By remaining engaged and keeping conversations fluid, small businesses will be able to weather the storm as well as keep and attract new customers.
A trustworthy and actionable understanding of local communities is now more important than ever.
Here are a few ways small businesses can build and sustain a healthy reputation.
Foursquare Merges with Factual, Forming Location Intelligence Powerhouse
Location intelligence firm Foursquare is merging with location data firm Factual, the companies announced today. The financial terms of the deal were not disclosed. Factual founder Gil Elbaz will join Foursquare’s executive team and board of directors.
The deal pairs Foursquare’s best-in-class location-based attribution technology and developer tools with Factual’s top-notch audience segments, Foursquare CEO David Shim told the Wall Street Journal. Industry insiders say the move may portend additional consolidation during the COVID-19-fueled economic downturn and positions Foursquare as an even stronger leader in the space.
Making Sense of the Crowded Customer Data Market
In the wake of Facebook’s Cambridge Analytica scandal, Europe’s General Data Production Regulation, and the California Consumer Privacy Act, the massive market for consumer data no longer operates unbeknownst to most Americans. But for digital marketing practitioners and the average consumer alike, making heads or tails of the industry is no easy task.
To break down the different kinds of customer data in the market, the impact of data sharing and selling on consumers, and the potential of privacy regulations to shape the industry going forward, Anindya Datta, founder, CEO, and chairman of Mobilewalla, recently checked in with Street Fight.
The Upside of Being Down: How to Market Your Small Business During Coronavirus
Studies show that eliminating advertising during tough times can lead to a decrease in sales. Business owners may view marketing as a discretionary cost and forgo it because they are bringing in less. But consumer and advertising spend are significant drivers of revenue, even in the midst of a downturn.
Coming out of the Great Recession of the late 2000s, marketers learned a valuable lesson: Going dark can have long-term consequences. Instead, business owners should adjust their marketing approach to reach audiences in thoughtful new ways. Here are some tips.
How Will Influencer Marketing Survive the Covid-19 Crisis?
It is against the backdrop of an unprecedented economic downturn that marketing tech makes its pitches to clients this year. On the one hand, it is fair to say cutting-edge marketing may be as important to businesses as ever. With storefronts closed across dozens of states to promote social distancing, businesses need ways to connect with customers, and they need novel, often tech-driven tactics, like curbside pickup, to sell their goods safely. E-commerce, including mobile and social commerce, are also well-positioned to thrive at a time when customers are often left with hardly any other option. On the other hand, with revenue dramatically down for most retailers and consumers averse to in-store spending, digital tools risk being cut from squeezed budgets.
To assess how the swift economic downturn caused by the coronavirus is affecting one of digital marketing’s hottest new sectors, influencer marketing, I connected with Daniel Schotland, COO of influencer marketing company Linqia.
5 Curbside Pickup Solutions for Retailers to Use During Covid-19
Curbside pickup isn’t just a win from a public health perspective; it also gives stores an additional lifeline as they look for ways to sell products without violating physical distancing guidelines. What’s more, the trend may stick, bringing additional retailers into the process and boosting customer adoption even after social distancing subsides.
These are five technology companies offering platforms and tools that retailers can use to implement curbside pickup during the Covid-19 crisis.
Location Weekly: Unacast, Krowdthink, Inpixon Tackle Coronavirus
In this episode of Location Weekly, the Location-Based Marketing Association covers Unacast releasing a “Social Distancing Dashboard” to share how Americans are complying, Inpixon offering LBS tech to help hospitals with COVID-19, McDonald’s separating its Golden Arches in Brazil, and Yelp offering $25M in free ads to bars and restaurants. The show also features Geoff Revill, the co-founder and CEO of LBMA member company Krowdthink, who discusses the use of Community Krowd to assist the UK Home Office in the coronavirus crisis.
Local Businesses Lean Heavily on Digital Tools During Covid-19
Digital platforms like Facebook, Google, Instagram, Yelp, and Twitter have never been more important for local businesses. With 80% of customers saying they are scaling down their restaurant visits now, restaurants are in uncharted territory. Local businesses in every industry are being forced to adapt their marketing strategies on the fly and use digital channels like Google and Yelp to keep people updated on their status.
Restaurants that were previously hesitant to use delivery services are now jumping on the bandwagon, and apps like DoorDash, Instacart, and UberEats are seeing a surge in businesses using their platforms. Smaller restaurants, retailers, and other local businesses are also beginning to accept more orders through messaging apps like Facebook Messenger and WhatsApp. Larger organizations are managing an influx of customer service calls using chatbots on these same platforms.
Coronavirus and Mobile Advertising: CPMs, Sensitivity, Geographic Comparisons
The Covid-19 crisis is a challenging time for all industries, but for mobile marketers it poses a paradoxical challenge. On the one hand, people are on their phones and engaging with media as much as ever. On the other hand, the economic downturn is putting a strain on marketing budgets, employees are working from home, and messaging during a public health crisis requires unusual sensitivity.
Brian Bowman, CEO of social marketing and user acquisition firm Customer Acquisition, provided Street Fight his takes on the current state of the mobile ad market, where it’s headed in the coming weeks, and how advertisers can approach their work with consideration for the difficulty of these times.
Street Fight’s April Theme: Local Commerce in the Time of Coronavirus
We’ll devote coverage this month to the virus’ continued outbreak and its effect on local business. Of course, the airwaves and ether are already filled with pandemic coverage, and we won’t look to compete with that. Rather, we’ll be writing specifically about the crisis’ impact on local commerce, marketing, and related subjects.
In fact, we’ve already gotten started. Our March theme of reputation management barely got off the ground before we and many of our contributors came to the realization that it didn’t really feel right to talk about anything other than Covid-19. Don’t worry, we’ll give reputation management an encore performance later in the year.
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