News and Analysis
Survey: Media Buyers Concerned About Programmatic Disruption
Is the death of third-party cookies more hype than reality? The majority of media buyers are still using third-party data in their digital campaigns, with an average of 11.9 data providers used for each campaign, according to the results of a new study of media buyers, planners, and strategists released this morning and conducted by the data firm Datonics.
Commentary
Will 2020 Be the Year to End Black Friday?
Black Friday this year will probably look a lot like it would’ve been in about a decade; we’ve just accelerated the online shift. 2020 will be the year that Black Friday and Cyber Monday stop being shopping ‘days.’ They’ll be turned completely upside down for years to come as retailers embrace a holiday shopping season of deals, strategized and targeted based on insights from online data.
Locating Holiday Success for Small Businesses
Because of the enormous spike in online transactions, there are more ways for customers to shop than ever before, creating new opportunities for small businesses to connect with core segments and personalize messaging with data-based insights grounded in historical trends and real-time behaviors. The ability to target individuals based on where they have previously been is tremendously valuable as consumer behavior has been required to adjust to ever-changing guidelines at the state/city and local level.
Location Weekly: Grocery Store Lidl Deploys WhatsApp Chatbot
In this episode of Location Weekly, the Location-Based Marketing Association covers GameStop activating with a Pokémon Go partnership, Lidl’s WhatsApp Chatbot helping you plan ahead, Amazon going after the office supply market with Smart Dash Shelf, and Powell’s Books launching a book-scented fragrance.
Latest Posts
The Risk of Emphasizing Data Quantity Over Quality
The privacy movement heralded by January’s implementation of the California Consumer Privacy Act has shone a spotlight on the ethical issues surrounding data collection. But digital marketing insiders know that ethics is not the only issue plaguing data-driven business.
Ensuring the quality and accuracy of data is a major challenge for marketers, data brokers, and consumers. Drew Kutcharian, CTO and co-founder of audience platform DISQO, checked in with Street Fight to provide his vision of the data quality-quantity balance and how privacy legislation will affect it going forward.
CCPA and Beyond: Where Privacy Will Take Us in 5 Years
Although the language of CCPA leaves a lot open for interpretation, one thing is clear: The consumer data and privacy landscape has fundamentally shifted beneath the feet of today’s enterprises, and privacy compliance will forever be an important requirement for sustainable business going forward. But where exactly do we go from here? In a regulatory environment where there are currently more questions than answers, what do consumer privacy requirements look like in five years? Here are a few likely outcomes of current initiatives and momentum.
Review Generation and Management Platforms for Healthcare
In healthcare marketing, it all comes down to the patients. Adding patient reviews to a healthcare organization’s website can improve its ranking in the Google algorithm, particularly when those reviews are filled with relevant keywords. Just as importantly, though, patient reviews have a positive impact on the way other people view medical websites. Practice websites with user-generated content, including reviews, score higher in reliability, expertise, and professionalism.
Here are six examples of review generation and management platforms aimed squarely at healthcare organizations.
Three Ways to Solve for Foot Traffic Attribution
What most ad platforms cannot tell you is how your ads drove foot traffic to stores and other physical locations you care about. If driving foot traffic to retail locations is your job, Google Ads and other digital ad dashboards can’t help you. When in-store foot traffic attribution is crucial, how do you solve for it?
In this article, we cover three ways to solve for attribution, ranging in difficulty from easy to hard. We look into easy options that are inexpensive but tend to be unreliable. We evaluate a medium option that has a moderate cost but is highly reliable and bypasses human error. And lastly, we look at a hard option that incorporates several tools and, while highly reliable, comes at a high cost and is difficult to scale.
The Data Protection Act: Dangerous Pitfall or Hope for the Future?
Though the Data Protection Act is in the beginning stages, 19 states already have similar regulations underway, indicating that these policies are part of a fundamental shift that will impact all Americans over the next decade, marketers included. Marketing leaders need to realize that this new commitment to customer privacy is not a passing trend and must prepare accordingly without wasting any more time.
How The Canucks Use Chat to Optimize the Fan Experience
Telephone surveys are notoriously unreliable. So are email questionnaires. When it comes to engaging consumers in two-way market research, companies are increasingly looking toward chat-based technologies as a potential solution.
Case and point: the Vancouver Canucks. The ice hockey team has started using chat-based technology to capture fan feedback in real-time during home games in the team’s Vancouver stadium.
10 Ways to Evaluate Text Message Marketing Solutions for Retailers
As the popularity of text message marketing has increased, so have the number of providers offering text message marketing software. What features do you need? What provider should you choose?
With so many product options available, it’s easy to be overwhelmed. On the surface, these options may look alike, but when you take a closer look, you’ll find some key differences.
Location Weekly: FCC Fines Location Data Purveyors; Adidas Taps WhatsApp for Mobile Marketing
In this episode of Location Weekly, the Location-Based Marketing Association covers the FCC proposing hefty fines on mobile operators for selling location data, Apple turning your photo into a car key, Adidas tapping WhatsApp to reach consumers, KFC Canada integrating Google Maps and Assistant, Uber offering car-top signage for new driver revenue, and JCDecaux leveraging facial recognition for Yoplait in Australia.
Heard on the Street, Episode 46: Improving Road Safety with Your iPhone
Insurance is typically viewed as an old-school industry that’s not very sexy. But Cambridge Mobile Telematics VP Ryan McMahon thinks insurance gets a bad wrap in that respect. As the latest guest on Street Fight’s Heard on the Street podcast, his company is innovating actuarial work and safer roads.
McMahon’s firm accomplishes that by capitalizing on the powerful computer we all carry around (and drive around) in our pockets. Given all its sensors like GPS and accelerometers, the modern smartphone packs ample situational awareness. One of the things it can do is detect signals that indicate driving quality.
PUMA Goes Big with OOH Ad Campaign
With consumers today asking for more authentic, personalized experiences, the German apparel manufacturer PUMA recently launched an outdoor campaign that involved audience targeting, programmatic capabilities, and situationally aware screens with hologram technology. PUMA worked with Havas Media and the outdoor ad platform Firefly to design a weekend-long campaign during the 2020 NBA All-Star Weekend in Chicago. Together, the companies outfitted smart media displays with hologram projectors to display 360-degree images of PUMA’s newest sneaker on the roofs of parked cars in front of multiple Chicago landmarks.
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