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
Virtual Event Best Practices and Ideas for Business Growth in 2021
Major events such as the San Diego Comic Con successfully transitioned online in 2020, featuring more diverse speakers and reaching new audiences. But to make a virtual event that delivers views and boosts conversions, companies will need to follow a few best practices. We will also be sharing some virtual event ideas.
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.
Latest Posts
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.
Street Fight’s March Theme: Word of Mouth
One of the oldest and still most influential drivers of local commerce is word of mouth. Though that’s sustained at a high level, the delivery vessel for local chatter has evolved. Social channels like Facebook and Yelp now shape the reputations of brick-and-mortar businesses, not to mention the kingmaker authority of Google.
This month, we will delve into the latest trends and insights driving reputation management, taking Word of Mouth as our theme.
Consumers Split on Personalized Ads
In the year of the California Consumer Privacy Act, the data privacy movement is ascendant, and marketers are likely more aware of consumer concerns about tracking than ever before. But a fresh survey of 993 Internet users from audience intelligence firm DISQO suggests that marketers will need to continue navigating the trade-off between providing consumers the only type of ads they widely welcome — personalized ones matched to their interests — and transparently requesting consent for the kinds of tracking that make personalized ads possible.
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.
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Streets Ahead: Google Chat, and Instagram Reels