News and Analysis
What Amazon’s Move into Clean Room Services Means for the Space
Amazon recently announced it would sell clean rooms as a service, giving the privacy-safe data collaboration space a major new competitor. Street Fight checked in with Bob Walczak, CEO of MadTech Advisors, to get his take on what Amazon’s move means for the clean room space and the marketers and publishers who depend on it.
Commentary
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.
Ditch the Department Store: How DTC Brands Take Back Control
We are anticipating monumental online sales volume for brands with the approaching holiday season. To capitalize on this transition to online shopping, DTC (direct-to-consumer) brands must take back control of their sales channels. DTC brands can’t control whether big-box retailers open their storefronts or the number of consumers they allow inside. They also can’t manage the customer experience with the brand, especially given the many variables Covid-19 has thrown at brick-and-mortar retail.
The one thing brands can control is their online sales channel.
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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.
Amazon Pursues Retail-as-a-Service, Looking to Sell Go Tech to Cinemas, Airports
This time, it’s not Amazon Web Services, the cloud underpinning Amazon’s operations and those of other companies around the world, but Amazon’s Go technology that is being peddled to new clients. Bezos’ e-commerce behemoth is in talks to sell the flashy cashierless solution to movie theaters and airports, CNBC reported.
If Amazon is successful, the play to sell Go to other businesses may some day turn what now appears a revolutionary technical advance (with potentially devastating consequences for cashiers) into a commonplace asset. Just as AWS, the B2B play partially financing Amazon’s low-margin retail biz, supports thousands of businesses unbeknownst to their customers, Go-as-a-service could come to change all of retail without many consumers even realizing Amazon is behind changing checkout norms.
Employees Are Connecting On Facebook: Here’s Why They Shouldn’t
When they aren’t connecting in the office, 87% of employees are connecting on Facebook. With more than 1.5 billion daily active users, it’s no surprise that employees flock to the platform to connect with colleagues. Facebook is easy and familiar, and many employees have used it for years. When employees want to connect personally with someone they know professionally, Facebook is the natural first step.
But Facebook isn’t the best place for making personal connections with coworkers, mainly because of the amount of personal content employees post. They express their political opinions and might post jokes and language that could easily offend in a professional setting. When you introduce professional contacts to a personal platform, the lines of what’s appropriate are blurred. People might begin to censor themselves, which isn’t always healthy. Or employees might feel uncomfortable with a coworker based on something they’ve seen online.
October Focus: Is Local Commerce Vertically Challenged?
We often refer to the many facets of local advertising, media, and commerce as simply ‘local.’ But it’s a bit of a misnomer because the local commerce universe is really made up of several galaxies.
That includes various products that help local businesses, both SMBs and multi-location brands, acquire and keep customers. It’s everything from SEO to listings management to point-of-sale systems. Beyond product function, there’s also vertical segmentation, which encompasses diverse industries from pizza shops to plumbers.
This will be Street Fight’s editorial focus for the month of October. You may have realized we’ve been assigning themes to each month — September being about mapping, August about the connected car, and so on. These are all tentpole issues in local media, advertising, and commerce.
Retail is Not Dead, But Small Businesses Need Help
Card-Linked Offer (CLO) technology is leveling the playing field for all merchants. If you haven’t heard of CLOs, you’re not alone. According to the Cardlinx Association, CLO marketing is the fastest growing segment of digital marketing, with a majority of large companies expecting to double their CLO budgets from last year, and the number of consumer transactions doubling from last year. Despite this rapid growth, most of the 25 million small businesses in the US have never heard of CLO marketing or know that it is available to them.
These Retailers Are Using Mapping Tech to Change the Shopping Experience
Over the past few years, a number of national retailers have added mapping technology into their mobile apps. Even more retailers have given store associates handheld devices with integrated indoor location features, putting the answers to frequently asked questions—like where products are located and how to get to certain store departments—at their fingertips.
Even though location and mapping technology is embedded into many consumer-facing shopping apps, and it’s used by retailers to fuel both their marketing initiatives and back-end operations, publicly explained use cases from retail brands are rare. Here are five examples of how retailers are applying the technology and using mapping to fundamentally change the in-store shopping experience.
Google Maps: The Under-Appreciated Discovery Channel
Blumenthal: Google Maps is/has become the primary discovery tool in many categories. That is a significant shift of which agencies and owners need to be aware.
Mihm: Yep. I’m not sure I would even have had our ThriveHive data science team look for this data point specifically had you not tipped me off. But sure enough, across our dataset of nearly 20,000 GMB Profiles, we found that Maps impressions outweigh Search impressions by nearly 3:1 (72% to 28% over the last 18 months).
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