Commentary
How to Turbocharge Social and Email via Cross Promotion
At a time when marketers have limited resources to create new content, social posts and user-generated content can be a welcome addition to email marketing campaigns and newsletters. Email and social media can also be used to cross-promote, creating two sticky channels that drive home important messages. What’s more, while everyone is at home and online more than usual, marketers can get creative with new forms of social engagement over email, too.
Making Local Content Work for Retailers
Customers expect businesses to answer their questions and meet their demands in one easy-to-find, easy-to-navigate-to location. They want to know what a store carries, where the store is located, and if they can easily buy a product online instead. Increasingly, especially since the advent of Covid-19, they also want to know if they have access to services like curbside pickup or what safety provisions a business provides. This is why, now more than ever, marketers need to leverage local content strategies to our advantage.
Latest Posts
TripAdvisor Buys Listings, Menu Management Company SinglePlatform
As SinglePlatform’s name suggests, the acquisition is a sign of changing and challenging times for search-related internet businesses. Facing pressure from a Google juggernaut that is increasingly mapping out any imaginable search experience on its own properties, digital services that connect consumers with restaurants or places to visit when traveling are consolidating, aiming to offer holistic information that keeps searchers coming back.
LBMA Vidcast: 7-Eleven Launches Mobile Voice Ordering, Adidas Tests AR Instagram
On this week’s Location-Based Marketing Association podcast: 7-Eleven launching mobile voice ordering, Adidas testing AR Instagram in London, Amex launching a mobile restaurant booking app, Augmented Reality wine labeling with Winerytale app, Toys R Us first in Canada to use Snapchats Portal Lens, and Factual introducing predictive & loyalty audiences.
How to Thrive on Amazon around the Holidays: Tips and Tricks to Prep this Season
Figuring out how best to fit Amazon into your holiday marketing strategies can be tricky, especially when it comes to balancing the investment between physical locations and the online experience. Some retailers are doing this well and thriving without Amazon (think Glossier, shoe companies Rothy’s and Koio, as well as any number of DTC brands), but many more rely heavily on the site to augment both digital and real-world strategies. So if you’re looking to leverage Amazon to your advantage this holiday season, here are a few tips and best practices for retail success.
4 Lesser-Known Social Platforms Effective For Marketing
Ask someone to name a social media platform, and you’ll probably get the same answers: Facebook, Instagram, Twitter, and so on. But it’s easy to forget that there are other powerful social platforms out there carving out a niche for themselves.
For marketers, these present an untapped opportunity. Read on to discover four lesser-known social platforms that will be great for connecting with prospective customers in 2020.
Mobile Drives Sales on Black Friday
Data from ShopperTrak showed a 3% decline in traffic at physical stores on Thanksgiving and Black Friday even though sales were up overall. That’s because retailers with strong online shopping programs saw significant gains, with a reported $9.2 billion spent on Cyber Monday alone.
In an analysis of holiday shopping campaigns, the people-based marketing platform LiveIntent found that brands had a “robust” performance on Black Friday weekend. Total conversions during Black Friday weekend stood at 36% higher than that typical time period. Retailers that pushed mobile shopping saw the greatest gains, as LiveIntent’s analysis found that mobile drove the most traffic.
Retail Q5: Secrets to Maximizing Holiday Social Advertising Campaign Impact
The heightened emphasis on shopping during the holidays is a boon for retailers and advertisers, as brands flood all of our social feeds and airwaves with hot deals—not to mention the ever present cadre of e-commerce offerings also trying to break through. Spending on digital ads is also expected to increase as more advertisers shift their efforts to social media over television and print.
Naturally, much of this social media spending will go to Facebook. It can seem difficult, especially for SMB retailers, to break through the noise. But there is hope if you know how to game the system to be able to maximize the impact of your Facebook ads. There is this concept of “Q5,” which refers to the ~15 day period during just before and after the holidays where the lead time on ground shipping makes shopping online difficult. You’ll hear differing definitions on the exact time frame, and there is a regional element, too, as not everyone lives within one- or two-day shipping distances.
Heard on the Street, Episode 40: Building Location Intelligence, with GroundTruth
The location intelligence sector has gotten crowded in the past five years, making it harder and harder to stand out from the crowd. Making matters more difficult, there are looming restrictions such as location tracking in iOS13 and the California Consumer Privacy Act (CCPA). These factors could raise barriers to entry and cause an industry shakeout where only the strongest survive.
On the list of longstanding industry players with extensive networks and location intelligence chops is GroundTruth. As we discuss with CEO Sunil Kumar on the latest episode of Heard on the Street, succeeding in location requires concrete and verifiable data for foot traffic.
It’s Neural Matching: Google Explains the November Ranking Shakeup
A tweet on Monday from Google search liaison Danny Sullivan provides an explanation for the rankings shakeup that has perplexed the local search community since the beginning of November. Google began using neural matching to generate local search results.
Local search has just undertaken a huge evolutionary step. No longer are local results being matched to user queries solely on the basis of identifiable ranking factors, such as proximity to searcher, keywords in business names, primary category of the listing, review count, and so on. That isn’t to say such factors are now unimportant, but they have been augmented by a broader and more general sense of relevance delivered by neural matching.
5 Seed-to-Sale Platforms for Cannabis Businesses
That trend has led to a significant uptick in the number of cannabis businesses using seed-to-sale ERP software. Seed-to-sale platforms give cannabis businesses a way to track and regulate inventory. Although older seed-to-sale systems were challenging for growers to use, updated versions of the most popular platforms have been re-designed to allow growers to more easily track inventory, run smarter operations, and identify crop hazards in a way that still meets current regulations.
Here are five popular seed-to-sale platforms for cannabis businesses.
Retailers Hoping for Record Cyber Monday to Follow Friday Windfall
US retailers set all-time records on Thanksgiving and Black Friday, wracking up $11.6 billion in online sales. Adobe predicts that Cyber Monday will also set a fresh record of $9.4 billion, pushing the Thanksgiving weekend total to nearly $30 billion.
The increasing importance of online sales has forced traditional retailers to compete with e-commerce natives like Amazon not only by offering their own robust set of deals but also by investing in delivery infrastructure and reducing friction for consumers ordering online.
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Streets Ahead: Google AI Mode , OpenAI & Commerce, TikTok