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Connecting the Dots on Google’s Visual Road Map
Google continues to double down on visual search and navigation. Its latest move came last week with updates to its Live View visual navigation to help users identify and qualify local businesses. This follows soon after its Earth Cloud Anchors that will let users create digital content on physical places.
Both developments tell us something about what may well be the future of local search: augmented reality-enhanced visuals.
Identifying Content Opportunities from SEO Keyword Trends During Covid-19
Keywords that were optimized to improve inbound sales aren’t doing their job because people are no longer inputting those search terms. Does that mean that your product or service isn’t needed? No, absolutely not. Your brand’s content is needed. But the keyword trends that you had been relying on have changed.
To be able to once again reach your audience, you need to study search trends as they stand now and determine how you can create content around those terms.
7 Shoppable Video Platforms
How do you engage customers when in-store shopping is in many places all but obsolete? One solution that brand retailers around the country have been digging into this year is shoppable video. Using recorded and live video streams, brands have been able to capitalize on the shift toward mobile video and give customers direct links to buy their products online.
Here are seven examples of shoppable video platforms brands are using right now.
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2020: The Year Publishers and Brands Truly Challenge the Walled Gardens
We’ve already started to see publishers and brands start to adopt technology that is beyond the reach of the walled gardens. For brands and publishers reexamining their relationships with the walled gardens, the new year is a great time to determine which channels are adding value and are also future-proof. Only those who own first-party data will be in a position to thrive and fight back against industry changes.
The Premise for Progress in a CCPA Era: Permission, Protection, and Privacy
In the aftermath of fresh privacy legislation, disruptive technologies are beginning to emerge as a possible salvation to the existential challenge the advertising industry faces today. Blockchain, the distributed ledger technology celebrated for its structural logic of transparency and trust, has the profound potential to move the needle on some of the most opaque segments of the digital media supply chain. Data portability, a fundamental right of any subject under the view of data privacy laws, can facilitate the way individuals regain usage of their personal data without risking exposure to the underlying consumer data set. In another instance, blockchain can efficiently track, manage, and record consent among data subjects, processors, and controllers.
LBMA Presents Location Weekly: Google Focuses on Local, DeliveryHero Buys Woowa Brothers
This week we’re discussing DeliveryHero buying Woowa Brothers for $4B, Mad Systems being granted a patent for location-based facial recognition platform, Lyft entering the car rental market for $35/day, Walmart teaming with Digimarc to make its print toy catalogue shoppable, Google focusing on local and PlaceIQ & FourthWall Media partnering to link TV ads with in-store visits.
Mobile Trends Set to Hit the US in 2020
2019 was a hectic year for many in the social and technology spaces, and we expect that theme to carry into 2020: the “new normal” will become just “normal.” We are optimistic about this new year but also foresee some systemic changes as to how mobile technology will continue transforming our lives while allowing us more control.
Heard on the Street, Episode 41: Tracking Real-World Intelligence, with Blis
One of the most consequential topics to emerge in local commerce in 2019 (and our upcoming editorial focus for the month of January) is the location-based ad industry’s looming privacy winter. Due to regulations like CCPA, as well as privacy restrictions at the mobile OS level, the bar will be raised for collecting location and movement data.
That could likewise raise barriers to entry in location-intelligence and even lead to a market shakeout, considering the abundance of companies that have entered the space in the past few years. One of the longstanding players that will vie for market share is London-based Blis.
Free and Premium Loyalty Programs Can and Should Coexist
Brands like Lululemon and Restoration Hardware have strong, headline-making loyalty programs with annual fees upwards of $100. But thousands of brands also have free, points-based loyalty programs — can the two coexist in a single brand?
The short answer: Yes. With shoppers’ desire for richer experiences and more valuable rewards and retailers’ need to gather data to support these desires, a blend of both premium and free loyalty is an advantageous route.
Companies Are Struggling to Manage IoT Data. Here’s Why
The devices around us are getting smarter. From the consumer’s perspective, that means refrigerators are sending notifications when the milk is running low, and thermostats are turning down the temperature when there’s no movement in the house. Businesses are relying on the data generated by connected devices to improve algorithms and make their existing products even smarter, but collecting and managing large volumes of data is creating a new set of challenges.
Globally, the IoT market is expected to reach $212 billion by the end of this year. With the worldwide number of IoT-connected devices projected to top 43 billion by 2023, the challenges associated with managing large amounts of data in real-time are growing at a rapid pace.
Apps Dominate Mobile Holiday Shopping
App fatigue, the feeling that a consumer simply cannot add yet another corporate app to her phone at a time when all enterprises seem to be competing for a place on mobile displays, is a major roadblock to successful app-based mobile strategies for retailers. But data from this holiday shopping season suggests that consumers are willing to download apps for the right incentives.
Converting Prospects to Customers Through Event Marketing
The marketing journey is not as predictable as it once was, and there are potential roadblocks to conversion at every stage within the funnel. Today’s buyers have access to high-quality information about products and services through digital media, so they’re not reliant on the sellers for insights. In the most successful companies, sales and marketing organizations overcome these roadblocks together. They work in concert to generate brand awareness, educate prospects, forge relationships, and ultimately to turn prospects into customers. Event marketing plays a key role in these efforts.
3 Data Trends to Watch in 2020
Data-driven marketing investments are growing rapidly. In the US, data spend grew almost $3 billion in the last year. Not surprisingly, the number of data-related challenges has increased as well. 2019 saw privacy regulations usher in broad changes across the ecosystem, causing widespread concerns around the future of data-driven targeting.
Ahead of the new year, we identified three key trends to look out for. These trends — as well as some proactive steps companies can take today — will set up data partners for success in 2020 and beyond.
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