News and Analysis
Top 7 Digital Marketing Trends for Agencies
To keep up, agencies need to take initiative as soon as a marketing trend begins. This not only helps your clients stand out in their markets, but it also helps you become a leading agency in your own right. Here are the top digital marketing trends for agencies that you should jump on quickly in 2023.
Commentary
Why Your Local Pages Might Be Happier on a Subdomain
Whether to build local pages on a subdomain or within a subfolder has long been a topic of heated debate. I’ve never sought to sway anyone’s religious conviction, nor do I intend to begin doing so. If you’re a devout subfolder-er, then I’m sure you have your reasons, and I look forward to hearing them. I’ll add that I haven’t yet thought of any other instances wherein I’d argue in favor of a subdomain, but I believe local pages are an exception. So, for those of you still open to opportunity, prepare to be opportune.
How L’Oréal and Other Innovative Brands Are Reinventing the Store Locator
It’s true that most consumer searches originate with Google and other search engines and that consumers often find the information they need in third-party properties like Google Maps, Yelp, and TripAdvisor without the need to turn to the business website. But these sites and apps have limitations, only making certain fields and features available and generally presenting a uniform, abbreviated view of businesses.
Store locators, along with their companion properties, local store landing pages, offer a far greater degree of freedom for introducing features that differentiate a brand from the competition.
How to Create an Engaging Mobile Ads Strategy in 2020
The median clickthrough rate for ads on Google Display Network has decreased 32% since the last quarter and is 41% lower than this time last year. These figures indicate that audiences just aren’t receptive to mobile ads despite companies’ attempts to target ad messaging to specific groups.
Mobile advertising is not going to go away — the industry is expected to surpass $240 billion by 2022. However, companies need to take a dramatically new approach to see positive returns on their investment. Here’s how to stand out from the crowd and secure better conversions with mobile ads.
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Mobile Marketing Firm Verve Acquired by Germany’s MGI
The companies underscored Verve’s location data-driven ability to drive prospective customers into brick-and-mortar stores, adding a cutting-edge ad tech capability to MGI’s suite of existing media solutions. Verve will also help the European enterprise increase its presence in North America.
6 Privacy Tools for CCPA Compliance
With the clock ticking on full enforcement of CCPA, businesses are looking at how they can get into compliance—and fast. Technology vendors have been quick to step in and fill that void, launching integrated privacy management platforms with CCPA and the European Union’s GDPR in mind. Most of these platforms can be configured to specific privacy regulations, helping businesses automate their data collection practices and regularly performing risk assessments to determine whether they’re handling personal data correctly.
Here are six examples of tools that companies can use to ensure CCPA compliance.
OTT Will Transform How Local Businesses Connect with Their Customers
When looking out into 2020 through a local media lens, advertisers trying to reach hyper-local audiences will continue to lean in and adopt more digital and over-the-top practices. No longer will businesses consider OTT an add-on to their media plans; rather, it will become the centerpiece to reach local audiences who are turning to free streaming services and apps to watch news and entertainment.
Here are our four top predictions for 2020.
Foot Traffic Data Shows Signs of Retail Apocalypse Can Speak to Smart Retail Strategy
Over the last year, we saw many well-known brands close their doors and scale back their offline footprints. While many believed this to be a sign of weakness, it was, in fact, a sign of a very effective corporate strategy.
Retailers such as Macy’s and Walmart both faced multiple closures in 2019, but when digging deeper and analyzing specific store locations, we uncover a much more informative narrative than simple brick-and-mortar decline.
Heard on the Street, Episode 43: Inferring User Intent with Viral Gains
One elusive component of effective marketing is knowing what consumers are thinking. But even with advances in AI, traditional ad targeting practices often commit basic errors like showing people the same ad several times … even though they may not be interested in any way in the product in question.
This is the area where Viral Gains is innovating. The latest guest on Street Fight’s Heard on the Street podcast, Viral Gains CEO Tod Loofbourrow tells us how his longstanding affinity for robotics and AI has influenced his path to solving this problem by better inferring intent and consumer sentiment.
Three Essential Steps toward Omnichannel Success
Consumers have limited time, detectable habits, and preferences about how they interact with brands. Marketers have become increasingly empowered to know and respond to these preferences on all channels.
As brands leverage opportunities offered by omnichannel marketing and further embrace the technology that unlocks each channel’s capabilities and insights, they will give customers the personal experiences they crave. Beginning the journey toward true omnichannel can be daunting, but the immense value it creates for both customers and brands far outweighs the rethinking, reinvention, and innovations it demands.
With Investment in Geo, Foursquare Focuses on Improving Data Access
When it comes to location data specifically, Senior VP of Product Josh Cohen is seeing Foursquare’s partners put more emphasis on the quality of data. The company’s partners are developing more sophisticated understandings of the range of data quality when it comes to location, which means Foursquare has to dedicate more resources to make sure new industry-wide expectations are met.
Crossing the B2B-B2C Divide: The Next Frontier in Customer Experience
In recent years, the marketing industry has started to discuss the increasingly blurry line between the disciplines of B2B and B2C marketing. For the most part, the conversation to date has been a discussion of tactics and methodologies—but this is only the tip of the iceberg.
Over the next five years, the breakdown between the B2B and B2C worlds will be dramatic, and the resulting marketing landscape—as well as people’s expectations for messaging—will look quite different than they do today. Let’s look at how this blurring line will soon vanish altogether.
Telnet Passwords Leaked for Half a Million IoT Devices, Servers, Routers
The breach is particularly significant given the rapid expansion of smart or IoT devices. Given that consumers already struggle to secure basic electronic devices including laptops and smartphones, the Telnet breach indicates how much larger the security risk for personal devices may become in coming years as smart speakers, TVs, and fridges join the legion of devices open to hackers.
Takeaways From ‘The Other CES 2020’ That Location-Minded Marketers Need to Know
CES provided a unique showcase for the importance of connected TV (CTV); it’s one of the few events that wrangles hardware, media, and advertising companies into the same place for a week. Within digital advertising, this topic is number one, and not outlining your strategy to support CTV in 2020 was a way to cut any CES meeting short. Companies that have moved from video to TV, such as Amobee or Telaria/Rubicon, exciting new combinations of TV and digital assets such as Xandr; programmatic TV leaders like The Trade Desk; and companies that have been long on TV for years such as Samba TV should have a fantastic 2020 ahead of them.
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