News and Analysis
With Google Cloud’s BigQuery , Habu Makes Data Collaboration Safer
By all indications, data clean rooms have gone mainstream. Eighty percent of advertisers that spend more than $1 billion annually on media are expected to use data clean rooms this year, according to IAB, but interoperability and high costs are still proving to be a challenge, and no single developer of data clean room software […]
Airship Uses OpenAI to Enable Localized Content in Different Languages
App-customer retention rates just got a little easier to achieve if one tech company has its way. Airship, which puts the user experience at the center of the branded-app ecosystem and has powered trillions of mobile app interactions for thousands of global brands, has made some upgrades to its own technology. For the first time […]
Connected TV Ad Measurement Tools That Link Data to Identity
Connected TV advertising has become increasingly popular in recent years, as more people cut the cord and turn to streaming services for all-things entertainment. However, measuring the effectiveness of CTV ads and attributing their impact to business outcomes has continued to challenge agencies and advertisers. Advertising with CTV and streaming increased 57% in 2021, to […]
Commentary
As Cookies Crumble, Can Location Data Pick Up the Pieces?
One potential and promising alternative to third-party cookies is location data. Captured from mobile users as they move through the physical world, location data can be used for a range of purposes and personalization.
Real-world visitation patterns offer clues to user identity, brand affinities, and purchase intent. Putting aside that Covid-19 has radically upended movement patterns for the time being, regular airport or hotel visitation can identify business travelers, routine presence in a gym suggests health-consciousness, and weekly fast-food visits implies the opposite. Someone visiting car dealerships is probably an “auto-intender,” and so on.
Why Your Business Should Start Incorporating Social Proof
When it comes to marketing your business, social proofing is one of the most critical and yet overlooked strategies in the book. Consumers seeing what others buy influences them to make similar buying decisions. As an example, when your website has reviews or testimonials from well-known figures in the same industry, that’s social proof in action because the reviews will compel many visitors to buy from you.
In this article, we’ll dive more deeply into what social proofing is, how to incorporate it into your business, and some of the pitfalls of social proofing that you would be wise to avoid.
Data Trends for 2021: Overcoming Digital Ad Uncertainty
With privacy regulations on the horizon, email is a known and comfortable identifier that many consumers self-register and that brands can anonymize in a digital environment with hashed emails for privacy compliance.
While 2020 has thrown a lot of curve balls, marketers that worked to get their consumer data house in order with an eye on ways to better enable their first-party data for a complete view of their most-desired audiences and buying behaviors will survive and thrive as we head into 2021. The newest technology, data-sharing innovations, and identity resolution algorithms won’t help if you don’t have the basics down.
Latest Posts
These Chatbots Are Helping Brands Respond to Covid-19 Queries
Chatbots could help fill the gap in business-to-customer communication capacity during the Covid-19 outbreak. Although there will always be a need for human customer service agents, even when chatbots with AI are deployed, the coronavirus outbreak is demonstrating just how valuable this automated technology can be for brands working in a time of crisis. Already, chatbot companies like LivePerson say they’re seeing significant increases in volume on their platforms. As the pandemic widens, even more companies are likely to start integrating chatbots into their customer service systems.
Here are six chatbot solutions that brands can start using right away.
Location Weekly: Google Partners with Burberry on AR Shopping, Amazon Delivers Covid-19 Tests
In this episode of Location Weekly, the Location-Based Marketing Association covers Amazon delivering Covid-19 test kits to residents in Seattle, Wirecard partnering with Klarna, Signify releasing “snap-in” IoT sensors for luminaries, Burberry partnering with Google for AR shopping, Cibo Express bringing Amazon cashierless tech to airports, and Wingstop shifting OOH budget to hoodies.
Local Advertising in the Time of Social Distancing
Many of us are facing a reality in which #QuarantineLife is the new normal — at least for the foreseeable future. Even with offices temporarily shutting their doors and the worldwide workforce moving to a remote-based culture, the tools provided by local social advertising can help businesses, perhaps especially those dealing with store closures, drive their goals forward.
Heard on the Street, Episode 47: Header Bidding and Rapid Growth, with Freestar
As ad tech continues to advance and programmatic becomes de rigueur, you’d think managing advertising would be easier for publishers. But in some ways, it’s gotten more difficult for publishers to monetize content and optimize ad placement through complex tech stacks while focusing on their primary function: content.
This is where Freestar comes in. As we heard from company president Kurt Donnell on the latest episode of Street Fight’s Heard on the Street podcast (listen above), Freestar frees up publishers to do what they do best while it takes care of ad monetization, especially through its speciality, header bidding.
Treat the Economic Symptoms of Coronavirus with Proactive Brand Management
In the midst of this uncertainty, your business’s online visibility probably isn’t top of mind—rightfully so.
Nevertheless, communication is key to your brand management strategy in times like these. It’s important to make your customers aware of any changes in your business operations. Below are three tactics you can use to bolster your brand management as the coronavirus sends shockwaves through the global economy.
Tech Companies Respond as Workers, SMBs Face Covid-19 Pressure
Google’s sister site Verily launched a site, albeit with logistical difficulties, to help Bay Area residents find testing options, and Verily isn’t the only tech company facing or alleviating coronavirus concerns. As a possible recession looms, consumer spending dips, and employees are sent home for public safety, some vendors are stepping in to help workers weather the storm. Others are boosting small businesses, hiring and increasing pay for workers, and suspending precarious services.
Do Your Data Relationships Have a Real Future?
Brands and publishers seem to be getting the short end of the stick amid recent cookie and privacy regulation changes. In the absence of cookies, brands may feel undue pressure to go to walled gardens for scale. Meanwhile publishers will have to bet on first-party data collection and monetization, along with its inherent scalability challenges and slim view of the customer. What’s happening with our data relationships?
Computers Without Boundaries: A Deep Dive Into Ambient Computing
“Ambient computing” is actually a catch-all term for several new technologies. These include Internet of Things (IoT) devices, AI-driven devices, and cloud storage solutions that allow previously impossible amounts of data to be stored and processed.
The advantage of looking at these technologies under one term, though, is that it allows us to see the future of marketing more holistically. And that’s what we’ll look at in this article.
Social Selling Helps Boost Sales
I define social selling as the process of researching, connecting, and interacting with prospects and customers on social media networks. It focuses on nurturing leads, building brand authenticity and building trust with your prospects.
Leading firms have taken advantage of social selling and have begun reaping the benefits it offers. Research has shown that 70% of sales professionals are active on LinkedIn for business purposes, 89% believe social networking platforms such as LinkedIn are important in closing deals, and 64% of sales reps who invest time in social media are hitting their sales quota.
What California’s Gig Economy Law Means for Worker Flexibility
We can expect continued pushback to AB5 from companies across the gig economy. But regardless of whether the pushback leads to legislative changes, we’ll begin to see even more innovative approaches for managing flexible labor pools and flexible schedules. In the meantime, though, how can companies stay compliant, provide stability, and still preserve the flexibility that appeals to gig workers?
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