News and Analysis
Simon Says “Your Product is In-Stock!” The Rise of Product Search Today and How Brands Should Respond
Simon Property Group recently expanded its Simon Search technology, enabling mall-goers to determine if the brands they want are in-store, before they head out to shop and spend. Product search before visiting a multi-location (or other) business is nothing new. Google reports that 74 percent of brick-and-mortar shoppers will do some online sleuthing before they […]
How Audio Advertising Became a Blindspot for U.S. Brands
With the state of the U.S. economy still unclear, more advertisers are tightening their belts and re-evaluating their media mix. In a recent study by WARC, 96% of retail and CPG marketers said they’re evolving their advertising approach and tapping into digital audio advertising as a way to ensure a smooth path-to-purchase. According to Paul […]
Getting Your Local, Foreign ‘Phrase’ Just Right
Phrase is a global leader in enterprise localization software. The Phrase Localization Suite powers the entire localization ecosystem for global businesses, connecting, automating and managing high-quality localized content at speed and scale. The Phrase software can handle more than 500 languages, supporting 50+ file types and processing 2B+ words monthly. It has 200K global users. […]
Commentary
3 Ways Local Content Drives Customer Connections
Social distancing is here for the long haul, but consumers are still craving social connection. Brands can fill in the gaps by maximizing their digital presence on the key search and social platforms, such as Facebook, Google My Business, and Yelp, where consumers are spending increased time online.
Post-Third-Party Cookie Advertising and Experiences
Companies will still need to provide an equivalent user experience to the unknown visitors or risk driving them away. They will need to find incentives to drive authentication and opt-ins; additionally, they will need to create a brand experience that is broadly accessible in lieu of today’s personalized approaches that rely on third-party data insights.
How Privacy Will Upend Advertising in 2021
Of course, if mobile numbers are adopted as a universal ID, Apple, Google, and Facebook won’t get their way. They will not go down quickly and will likely continue to bury email IDs as a viable solution. We’ll see the entire industry disrupted as each of the powerhouses marches forward with their plans to own the future of privacy, ensuring they monetize the very thing they are touting to protect.
Latest Posts
Ridesharing Inches Forward as Industry Looks for New Path
Years of rising demand for ridesharing services came to a full stop this spring, as coronavirus spread and communities across the globe were put under lockdown. Now, as ridesharing services like Uber and Lyft begin inching their way forward toward a new normal, they’re looking at how to adapt to the completely new environment in which they find themselves.
The Fight Against Facial Recognition Tech
Microsoft and Amazon suspended their sales of facial recognition technology to police departments in recent weeks amid nationwide protests against police brutality. IBM went even further, ceasing its research on the subject altogether.
It might be clever and intuitive, but facial recognition technology is highly invasive. Little wonder, then, that across the world, people are joining the fight against its implementation.
Data Enrichment, Your Business, and Your Career
Creating great customer experiences is ultimately what matters most, and this requires a single customer view and data enrichment techniques for a deep understanding of your customer. Organizations that rely on only first-party data are at a disadvantage. They risk missing out on valuable new information as time passes. For example, did your customer just move to a new state or buy a new home?
How Connected TV Ads Help SMBs Recover from Crisis
One medium that will be especially helpful in the recovery is connected TV (CTV). About three-quarters of households own connected TVs, so SMBs can easily reach the public through this ad-supported medium as life returns to normal.
There are many opportunities to excel both in the current and post-pandemic marketing landscape, but businesses will only be able to take advantage of them if they intelligently create demand. Because of this, SMBs should use audience and measurement data to inform their CTV advertising strategies as markets reopen.
Location Weekly: Pinterest Dives into Visual Commerce
In this episode of Location Weekly, the Location-Based Marketing Association hosts Senior IT Manager of Mall of America, Patrick Wand.
The team also covers Incognia launching in US with its location behavior biometrics platform, Liquid Core Gum Co. installing Space Station touch-free gum dispensers, and Pinterest letting its users shop with their cameras.
Why Consumers Want Coupons — And What Kind They Value Most
Amid ongoing reports of consumer fatigue with coupons and declining coupon redemption rates, there is a ray of hope for retailers—mobile coupons. While consumers have a wide range of preferences in terms of their mobile engagement, CodeBroker’s mobile consumer research, based on input from more than 1,500 consumers around the country, offers one takeaway that applies to the masses: Mobile couponing works. There are a variety of reasons that this is the case.
Heard on the Street, Episode 52: Localizing Print Advertising
Digital gets all the attention these days. And rightly so: it legitimately has more robust capability to do things like target audiences and measure results. But we often forget that print media still holds advantages like premium status and deeper engagement.
The ideal approach in advertising is to cherry-pick the best of both worlds. This is where MNI Targeted Media, with a specialty in premium print channels like magazines coupled with targeting expertise, stakes its claim to relevance. MNI director of planning and strategy, Tommy Shaw, joins us on the latest episode of Heard on the Street (listen above).
The Changes Mobile Publishers Must Make during the Economic Recovery
As we modify stay-at-home orders, the news is mixed for mobile publishers. Content consumption during quarantine rose as much as 80%. But advertising has suffered — 38% of advertisers halted all advertising, while 45% paused mid-campaign. It’s an ugly paradox — consumers value their mobile devices more than ever, but publishers are struggling to monetize that value.
Here’s how mobile publishers should prepare for the uncertain road ahead.
MarTech Firms Pivot to Meet Post-Pandemic Demands
The marketing automation company Act-On Software is relaunching today with an affordable solution for companies that are bogged down by budget cuts and lay-offs due to Covid-19 shutdowns, but they’re not the only company making big changes.
In fact, Act-On is just one of a number of martech firms gunning to help businesses as they emerge from Covid-19 shutdowns. Jungle Scout has released a solution for brands leveraging the power of Amazon, Agora.io is expanding its reseller partnerships, and BounceX is using SMS to help retailers recover revenue lost because of Covid-19. Act-On is refining its approach to marketing automation, with new product capabilities meant to drive personal product engagement and a tighter focus on helping marketers evolve their businesses.
Why IP Targeting Has Never Been More Relevant
A lot of money has been invested in slicing, dicing, and tying data to IP addresses to give rich profiles of online users at a very granular level, such as the sub-postal code, and in many cases ZIP-plus-4. IP targeting is certainly not down to a household level, as that defeats the privacy-sensitive nature of these solutions. Plus, IP addresses and internet infrastructure are not really made for that type of targeting. It’s not something that can be done.
But you can get much deeper profiles of behavior once you know that type of granularity around a user. If a business traveler is at a point of interest, for example at a hotel, he or she will have different interests than a residential online user. That involves building context around users―a very valuable evolution in IP targeting.
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