News and Analysis
CPG Brands Rethink Advertising Strategy Amid Rising Food Costs, Inflation
While a decrease in food stamp benefits will clearly have the most profound impact on those families receiving benefits, it also marks a shift for supermarkets, retailers, and CPG brands, many of which are now looking to revamp their advertising strategies to account for a greater pool of shoppers searching for discounted items.
Geopath Data Shows Renewed Value of OOH
Geopath just released its 2023 Annual Forecast. For the first time, it includes transit stations, scheduled fleet media (i.e., sides of buses and other forms of transportation), and a new reach and frequency model derived from observed mobile location data. The return to normal makes OOH advertising as valuable as ever.
Commentary
How to Ensure Your Mobile App Is ADA-Compliant
Federal courts have dictated that all mobile applications in the U.S. need to be accessible to those with disabilities, thanks to the Americans With Disabilities Act (ADA). Given these rulings and the 56 million people with disabilities in the U.S., you need to make sure your app complies with the law.
How to Attract and Retain Current Customers With CRM Software as a Small Business
Understanding the journey from a lead to a customer is critical, and with most online shoppers needing some form of customer support before they complete a purchase, implementing CRM as a small business should be a goal early on. With that in mind, let’s discuss a few tips small businesses can use for CRM implementation.
Popular Global Payment Options for Better Conversions and Customer Loyalty
Technology has made it easier than ever for e-commerce businesses to sell to global markets, and shoppers are growing more accustomed to making purchases regardless of geographical borders. What customers still demand, however, is a shopping experience that is localized and relevant to their own cultural preferences, including method of payment.
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Creating and Maintaining a Cohesive Digital Brand Image
Visual consistency is about perception. It’s the ability to pick out, recognize, and immediately understand something you see. Coca-Cola is a great example. You can instantly recognize the simple, iconic red and white colors paired with its cursive font anywhere and in any language. Even for its holiday campaign, Coca-Cola used its colors to its advantage. Remember the famously adorable polar bears wearing red scarves that stood out from its soft, white fur and snowy background? Classic.
This goes to show the power of strong, cohesive branding. Customizing the language, photography, color palette, layout, and written content of your brand’s digital marketing materials can go a long way. In fact, a recent study by LucidPress discovered that consistent brand presentation increases overall revenue and growth by 33%.
The Pitfalls and Opportunities of Screen-Free Customer Service
One vertical that has been able to integrate voice into customer service in a meaningful way is retail. National retailers like Best Buy, Walmart, and REI Co-op have created skills or teamed up with technology providers to connect with customers through voice-controlled assistants. Some retailers are accepting orders via voice, and others are doling out product information and reviews. What the most successful of these companies have in common is a defined strategy and plans to measure ROI.
Location Weekly: Puma Brings Hologram Ads to Car Tops
In this episode of Location Weekly, the Location-Based Marketing Association covers Pearl Jam releasing a new single via AR over the Moon, Outfront’s Valentine’s campaign that blends Instagram AR and OOH, Puma bringing hologram ads to car tops at the NBA All-Star game, Uber letting seniors use their phones, Dwise partnering with Digital Element for ad targeting, and IKEA letting customers use time as currency.
4 Ways to Retain Customers with Event Marketing
Customer retention is usually faster and costs a lot less than acquiring new customers. By putting your customers through the funnel, you’ve already done the hard part. To keep the momentum going, it’s important to create a set of initiatives that increases customer value, encourages further purchases, and fosters brand ambassadors to promote your company.
Experiential marketing through events helps brands achieve these goals. The aim is to create memorable experiences that engender high degrees of loyalty. Here are four ways you can leverage event marketing to retain your customers.
Leveraging Voice: A Path for Brand Marketers
It’s important that companies can see who their customers are and what transactions are associated with each customer via voice assistants. This sort of knowledge is necessary for brands to make the channel a valuable part of an overarching loyalty strategy.
Given that voice is currently owned by just a few select companies, it’s important for brands to figure out how they will leverage voice differently from company to company or device to device. Will retail brands keep the same strategy with Amazon’s Alexa and Apple’s Siri, or will they find unique ways to take advantage of these platforms across differences?
What Does Customer Experience Mean in a Voice-First World?
The trend of moving customer experience beyond the screen has been dubbed “conversational customer care.” It’s still unclear just how many channels are included under this umbrella or how the future of conversational customer care will look. Brands that are dealing with demanding customers can’t afford to sit back and wait for this to play out. Screen-free customer experiences could be the future. They could be just a single touchpoint in the broader context of customer experience strategy. Or, they could just be a passing fad.
But the chances that voice-first customer experiences are a fad seem to be shrinking.
This Election Season, Candidates Should Take Voter Data Privacy Concerns into Account
In the wake of Cambridge Analytica and privacy regulations like GDPR and CCPA, the advertising landscape has changed, as have consumers’ perceptions about data collection and privacy. Candidates still need ways to reach their target audience effectively, and they should do so while being mindful of compliance issues and Americans’ privacy concerns.
The 2019-2020 advertising cycle will generate an estimated $6 billion in political media spending, $1.6 billion of which will be spent on digital video, according to Politico’s spending projections. This is up from $0.74 billion on digital video in 2018, so we are talking exponential growth. Many candidates will wash their hands of marketing decisions, entrusting their staff and partners to decide how to best use their campaign dollars. But candidates should use their advertising strategies to make a political statement—to show voters they care about ethical data practices.
5 Ways to Reduce Errors in Voice Ordering
Restaurant chains like Wingstop, Domino’s, Panera, and Round Table have created their own skills to make it easier for people to place orders through voice assistants like Amazon’s Echo and Google Home. But before voice ordering can truly disrupt the restaurant industry, restaurants have to find ways to reduce the friction and eliminate the kinds of errors that lead to the wrong orders being delivered.
Here’s how some of the country’s top restaurant chains are overcoming the challenges associated with voice ordering and developing more frictionless customer experiences.
96% of Companies Say They’re Losing Subscribers for Fixable Reasons
Ninety-three percent of companies that rely on subscribers say retaining existing customers is as or more important than acquiring them, and 96% say they are losing subscribers for reasons they should be able to ameliorate. That makes pooling industry resources and determining means of improvement urgent, and that is the precise subject of a new report by Brightback, a customer retention software firm.
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