News and Analysis
Grocers Grapple with Reaching Middle-Market Shoppers
Of all the categories of retail shoppers, one stands out as being particularly difficult to reach — the middle-market shopper. Neither price sensitive nor premium, middle-market shoppers are unpersuaded by the availability of cheaper or more sustainable options. To engage this elusive group, one-to-one marketing is the only reliable option.
Commentary
How Local Businesses Can Survive Without a Website
It is hard to imagine operating a business without a website. However, it can be done. In fact, it is already being done by the over 40% of American small businesses that still don’t own a website of any kind. It should be noted that the lack of a website by some businesses isn’t usually due to choice, but rather due to cost.
Even so, local businesses that lack the wherewithal to launch and maintain a website need not despair because there are a host of other viable marketing and communication methods at their disposal to bring awareness to their goods and services.
Location Weekly: Unilever and Orbital Insight Deploy Location Tech for Supply Chain Management
In this episode of Location Weekly, the Location-Based Marketing Association covers Mars/Wrigley getting ready for virtual Halloween trick-or-treating, Unilever and Orbital Insight piloting the use of location tech to monitor their supply chain, Foursquare using location data to increase shopper safety with LinkNYC screens, and CVS rolling out an in-house digital advertising network.
Blocking Third-Party Cookies Will Not Mean the End of Marketing Attribution
The demise of third-party cookies will not mean the end of digital advertising and the ability to assign proper attribution to individuals engaging in various touchpoints along the buyer journey. Several entities are currently hashing out other methodologies brands can leverage to retrieve audience analytics.
Marketing attribution providers will continue to provide reliable data to enterprise marketers on consumers and their customer journeys through the sales funnel. Attribution providers worth their salt will not only make sure they are compliant with the tightened rules around cookies but also ensure their clients are following the letter of the law.
Latest Posts
Channels Are the New Citations
Enter Phase Three. As my column’s title suggests, I would argue that the old concept of citation building has largely lost its relevance, and that thinking of the local network as a system of channels — parallel, somewhat independent sources of consumer traffic — is a more appropriate paradigm for where we are now.
In all, there are approximately 10 independent sites and site categories that together make up the primary channels where any business should be well represented in order to be competitive.
What Facebook’s Second Wave of Data Privacy Tools Means for Advertisers
Facebook finally rolled out the ‘Clear History’ feature, now known as the ‘Off-Facebook Activity Tool.’ This tool will show users a summary of the apps and websites that have shared their user data with Facebook and gives users the opportunity to control what information, if any, is shared with these websites. According to Facebook, the company “won’t know which websites you visited or what you did there, and won’t use any of the data you disconnect to target ads to you on Facebook, Instagram, or Messenger.”
As advertisers, it’s important for us to understand how to prepare for the impact and to keep these updates top of mind as we move further into the second half of the year.
LBMA Vidcast: Factual Returns to Europe; Gimbal Releases Trends
On this week’s Location-Based Marketing Association podcast: Factual returns to Europe post-GDPR, WeChat releases new facial rec. payments, Curiosity Lab teams with Georgia Tech, Gimbal releases Trends, iOS 13 changes location game, McDonald’s acquires Apprente. Special Guest: Kipp Jones, Chief Technology Evangelist, Skyhook.
5 Privacy-Focused Mapping Solutions
Mainstream navigation apps like Google Maps and Waze seem to dominate the marketplace, but consumers who are interested in maintaining as much online privacy as possible have options to choose from, too.
Innovative mapping and navigation companies are launching new platforms with user privacy in mind. Framing themselves as the “private” alternative to general use navigation apps, these platforms collect minimal personal data from users and often work without tracking user locations.
Here are five examples of privacy-focused mapping platforms.
California’s Gig Economy Bill Becomes Law
The landmark California gig economy bill that may force companies such as Uber, Lyft, and DoorDash that employ thousands of drivers as independent contractors to hire those people as employees became law today. Democratic Governor Gavin Newsom signed the bill.
If the bill does ultimately affect Uber, Lyft, DoorDash, and other companies in the so-called gig economy thriving on venture capital for the last decade, it will severely disrupt their business models, which rely on cheap labor.
Heard on the Street, Episode 34: ‘Drive-to-Store’ Marketing, with Teemo
Location intelligence has become an important but crowded sub-sector of local media and commerce. When it comes to value for retail brands, marketing tactics are all about driving (and measuring) foot traffic. This is where Paris-based location marketing and analytics company Teemo continues to innovate.
As we discussed with CEO Benoit Grouchko on the latest episode of Heard on the Street, the company works with multi-location brands like JoAnn Stores to boost return on ad spend by growing physical foot traffic.
Constant Contact Expands Beyond Email, Adds Website Builder for SMBs
Constant Contact, known for its email marketing platform, is expanding to offer an AI-driven website builder as well as tools for branding, productivity, and e-commerce. It’s the first major expansion for Constant Contact since its acquisition by Endurance International Group.
The company’s new website builder is specifically designed for SMB owners and operators without the time or expertise typically required to build an effective site from scratch. Constant Contact claims sites can be created in minutes.
Is Consent Enough to Make Audio Recordings Safe for Human Processing?
Recently, a number of high-profile tech firms have been uncovered permitting human employees to access private conversations consumers believed were only processed by AI.
Google Assistant, Siri, Cortana, and Amazon’s Alexa have all been placed in the limelight, and now Facebook has also come under fire for letting human employees access sensitive personal conversations for transcription purposes.
In the case of AI assistants, private conversations are primarily harvested from consumers who own and use their devices directly. However, there is an emerging body of evidence that these technologies are also harvesting secondary persons’ conversations — completely unknown to those individuals.
Shift in Gift-Giving Culture Speaks to Changes in Digital Commerce
At the heart of the shift in gift-giving culture is the rise of online shopping. While previous generations would take to their local shops or markets to find the perfect gifts, today the process is infinitely simpler thanks to online retail giants like Amazon. At the click of a button, Internet users can purchase a present to be sent directly to their (or, even better, the recipient’s) door. Indeed, this is how the majority of people appear to be approaching gift giving today; approximately three quarters of consumers in the UK say they now buy more than half of their Christmas presents online.
Captivate and Hivestack Partner to Expand Programmatic DOOH Ads
Location-based digital video network Captivate and location-based mar tech company Hivestack are teaming up to expand access to programmatic digital out-of-home ads, the companies announced.
Hivestack’s marketplace and ad exchange will allow customers to buy video inventory on Captivate, which will bring engaging video ads to offices across North America. Captivate offers a professional audience of particularly high interest to marketers.
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