News and Analysis
The Rise of Partner-Led Marketing
Impact.com is a commerce partnership management platform that is increasingly bullish on partner-led marketing, which is the development of communities around brands to drive revenue. Best Buy is a notable success in this endeavor for Impact.com but the platform also welcomed 700 new clients to its customer portfolio, including New Balance, Hydrojug, and Monzo. Globally, […]
New Collaboration Leads to Better Targeting for MULO Brands
Experian and Media.net (one of the world’s largest Supply-Side Platforms (SSPs)) are collaborating to amp up real-time contextual search intent and rich audience data. They believe this collaboration will help solve the problems of growing signal loss and audience fragmentation and enable advertisers to improve their targeting and results. The move goes beyond basic contextual […]
Scorpion and Clio Partner to Deliver End-to-End Visibility for Law Firms
In a move to redefine what law firms should expect from their marketing and software solutions, Scorpion, the leader in digital marketing for law firms, and Clio, the most trusted cloud-based legal technology platform, have announced an exclusive strategic partnership. The alliance directly addresses one of the legal industry’s most persistent challenges: connecting marketing investments […]
Commentary
Building Blocks of a Multi-location Marketing Campaign
In today’s increasingly competitive digital marketplace, multi-location brands face unique challenges formulating their geographically driven marketing strategies. From maintaining brand consistency to tailoring efforts for local markets, businesses with multiple locations must walk a fine line between brand consistency and local relevance. With the right approach, brands can address these challenges effectively and build campaigns […]
Streets Ahead: Google’s AI Driven Search, Apple Business Connect
In this week’s Streets Ahead update, we discuss Google’s new AI-driven search features and updates to Apple Business Connect that expand business presence to the Apple ecosystem. Google Introduces New Search Features The News Google is introducing AI-driven enhancements to its search features, focusing on providing diverse and intuitive ways for users to interact with […]
Streets Ahead: Facebook Local Tab, DOJ Weighs Google Breakup
In this week’s Streets Ahead update, SOCi looks at Facebook’s new local tab as well as the DOJ recent recommendations that may lead to the breakup of Google. Facebook Unveils Local Tab in Youth-Focused App Redesign The News Facebook has introduced a major app redesign, described by Social Media Today as a “youth-focused refresh.” This update […]
Latest Posts
The MULO Dozen: December in Review
What a year we had! MULO (multi-location) retailers, restaurants, and service businesses have BOOMed and BUSTed, the C-suites have seen many changes, and consumers continue to shop, research, and spend both in-store and online. They are compelled to find places and products via local search, as well as by social media pundits, retail ad networks, […]
Later Acquires Mavely for $250M. The Creator Economy is Here to Stay!
Later announced today the acquisition of Mavely for $250M, creating a creator powerhouse. Later is an enterprise-level influencer marketing and social media management software platform. Mavely is an app for the “everyday influencer” who earns commissions on sales. Later’s AI predictive analytics will now leverage first-party performance data from Mavely’s network of more than 120,000 creators […]
The New Creator (and the Brand Creator Behind Them)
Joseph Perello, founder and CEO of Props, created his company to provide content for MULO (multi-location) and other brands that need credible ways to reach consumers. Many brands have invested in mass influencer or creator marketing, which may drive eyeballs and social media traffic but doesn’t always lead to sales. The words “performance-driven” on Props’ […]
MULO Brands With Soul December Pick: Hummingbirds
Our previous Brands With Soul have all been retail, restaurant, service, and CPG brands with multiple locations (MULO) and millions of dollars to spend on rewarding their teams and giving to charities. But soul isn’t just for those brands. In fact, starting a business that serves MULO brands can be in the hands of an […]
‘Tis the Season of Predictions: The Rise of Data Networks, According to Perion
We’re at that time of year again. We’re not just talking about holiday spending. It’s the season where industry experts have future thinking dancing in their heads like sugarplums. Daniel Aks, President of Undertone by Perion, predicts the rise of first-party data networks across financial and transportation sectors. He anticipates major ad tech mergers and […]
How Will You Advertise in 2025? Here’s What 3 Industry Leaders Predict
As part of our 2025 predictions series, we reached out to three companies that specialize in new (and refined conventional) ways to advertise to consumers. They are all relevant to MULO (multi-location) brands, along with targeted creator marketing, retail media, and other new (and old) forms of marketing. As streaming media becomes a more significant […]
Stop the Texting Madness! Jack Philbin on How to Not Get Blocked by Consumers
Jack Philbin is CEO at Vibes, a texting message platform many MULO (multi-location) brands use. We talked to him about how consumers view text messages and how to craft the right ones. Philbin stresses: “The most important thing marketers can do right now, especially as we enter the holidays, is to prioritize quality over quantity […]
‘Tis Swag Season: Year-Round Gifting Trends from Graham Walsh
This is the season of gifting for MULO (multi-location) brands and the suppliers, agencies and tech companies that support them. These brands: Give holiday and thank you gifts to their valued clients Buy giveaways for trade shows and conferences, and consumer activations Invest in employee incentives and keepsakes for team gatherings Stock their online shelves […]
SPB Now Stands for “Serve People Better”
Everyone loves a holiday miracle story! And that may be the turnaround of SPB, which took over a wide range of struggling brands. The abbreviation stood for “Steak, Pizza, and Beer,” but Josh Kern, the CEO, is now committed to changing its meaning to “Serve People Better.” That’s what he aspires to do with the […]
GumGum’s Grimace: The Ads that Stole Christmas
Forget privacy issues. Re-targeted ads are in cahoots with the Grinch, stealing the joy of surprise from Christmas. Nobody can be blamed when opening up a gift and thinking, “Now where have I seen that before? Oh yes, ads for it were sprayed across all my social-media accounts and everywhere I went on the Web.” […]
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