Commentary
When It Comes to Winning Over Customers, Transparency Always Wins
Based on recent studies, people crave privacy, especially when it comes to their data. Repeatedly seeing an ad for a pair of shoes you glanced at once online but didn’t buy doesn’t create a warm or trusting feeling of being cared for by a retailer – for many people, it may come across as creepy. There is a way to gain back that trust, and it is all connected to transparency or, to be precise, web transparency.
How to Maximize the Power of DOOH in the “New Normal”
Now is the time for marketers who have spent the past six months on the sidelines, interpreting the signals buried in data and gathering learnings, to put their messages back out where consumers are active and engaged – increasingly, outside the home. As more digital screens become available, brands and businesses need to keep in mind the particularly timely benefits of digital out-of-home (DOOH) as a way to effectively and efficiently deploy their market spend in our “new normal.”
New Study Shows the Impact of Transparency on Consumer Trust
It’s time to start proactively addressing consumer privacy concerns. The data shows that people are becoming more concerned about privacy, and all signs point to the continuation of this trend.
Start with building trust through simple actions like better communication and user experiences. Bake consumer trust initiatives into your corporate strategy by investing in technology, creating formal KPIs, and educating your internal audiences and stakeholders about its importance.
Latest Posts
Heard on the Street, Episode 36: Fighting Location Fraud, With Location Sciences
Along with GDPR, CCPA, and a period of generally heightened concern about privacy and data collection, this iOS update could challenge the ability for marketers to get precise location data. But on the bright side, these macro factors compel better practices, shifting strategies and measurement tools. The time is right, Jason Smith says, for Location Sciences and lots of other companies in the location intelligence sector looking to point the way toward digital marketing’s future best practices.
Technology Planning: What Retailers Should Do Now to Prep for the Holiday Rush
Retailers will need to think differently when it comes to technology planning. With the holiday season looming, now is the best moment to develop a long-term technology strategy geared toward capturing more holiday sales in addition to driving revenue growth all year long.
Understanding a few key areas can help get the planning process started. This includes: exceeding consumers’ holiday shopping expectations, making holiday shopping more convenient, and enabling a holistic holiday shopping journey.
Direct-to-Consumer Brands Are Winning at Personalized Messaging. Here’s Why
According to new research conducted by Braze, a company that specializes in growth marketing automation, direct-to-consumer brands beat non-direct-to-consumer brands with 58.6% higher messaging open rates across channels.
One reason for the higher open rates is because direct-to-consumer brands show greater willingness to use automation and iteration to personalize messages and speak to customers at a point in the journey when it makes sense for them.
Nextdoor Releases Local Deals to Connect Businesses with Nearby Customers
Nextdoor, the social networking app that requires users to enter a verified address in order to connect neighbors, is announcing local deals, a feature that will allow businesses on the platform to promote sales, discounts, and other offers to nearby customers.
Nextdoor is active in more than 248,000 neighborhoods across 11 countries.
Google Considers Buying TikTok Rival
TikTok could be seen as a competitor for YouTube, the video platform owned by Google’s parent company, Alphabet. TikTok is typically seen as a greater threat to Facebook in the social category, and the social giant is testing a copycat app of its own to crush the insurgent. But more time on TikTok could also mean less time on YouTube in a tight attention economy, and TikTok’s fervent teen users apparently have Google concerned enough to spark a potential Firework deal.
Facebook Marketing Partner Summit 2019: What’s All the Hype about Messaging?
Facebook led the Summit with this very interesting statistic: “There are now more messaging users than social users globally.” While the semantics of “messaging” vs. “social app” draw a fine distinction, on raw user count alone, WhatsApp and Messenger account for 2.9 billion users, and Facebook alone sits at 2.4 billion.
With these numbers in mind, Facebook’s contention is that conversation should be a larger part of the consumer journey when it comes to advertising, even noting that consumers are increasingly expecting to be as well, creating a virtuous cycle of sorts.
3 Ways DTC Brands Impact Legacy CPG Playbooks
Direct-to-consumer (DTC) brands have forced legacy CPG brands into a major strategy shift. The rumblings of the digital transformation signaled change was coming, and the rise of DTC brands has led CPGs to rethink consumer engagement and the marketing tactics necessary to achieve that goal. And, in today’s digital-first marketplace, CPG margins are tightening because of the competition from DTCs as well as Amazon’s white-label product lines.
The result of these challenges sees the CPG playbook evolving to meet the digital-first ecosystem through tactics including investing in acquisitions, moving advertising budgets into digital, and including emerging marketing channels such as experiential marketing to create brand awareness and make direct consumer connections.
7 Loyalty Platforms for Restaurants
One area where restaurants have particularly specific needs is in promoting customer loyalty. Vertical-specific loyalty platforms for restaurants tend to have features and capabilities that more generalized loyalty platforms do not. For example, many loyalty platforms for restaurants are tied to reservation systems, so waiters know customers’ preferences before seating them at their tables.
Although the number of loyalty platforms for restaurants is growing every day, we’ve put together a list of seven important players that anyone who is interested in this space should be following.
Physical Stores May Resemble Our Newsfeeds in the Near Future
We’re currently living in a time of unprecedented change in the marketing and advertising industries. One of the most interesting emerging trends is the incorporation of new advertising opportunities within physical stores, in ways that will remind you of your social media newsfeeds.
If you’re a member of Generation X, or even an older Millennial, you probably remember walking through the aisles in grocery stores and grabbing coupons out of plastic dispensers. What we will see occurring in the future is the 21st Century’s version of the coupon machine — the personalized newsfeed-ification of physical stores.
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