News and Analysis
Yahoo Partners with Lowe’s to Power Off-Site Media Experiences for Advertisers
Yahoo announced that it has partnered with Lowe’s to power off-site media experiences for Lowe’s roster of brand advertisers. The deal positions Yahoo as the technology backbone for Lowe’s One Roof Media Network, enabling all off-site media buying and ad inventory not on Lowes.com or the Lowe’s mobile app.
Commentary
4 Ways Retailers Can Navigate A Post-Covid-19 World
Brands are also facing unprecedented demand for online orders. For example, retailers within Radial’s network witnessed a 70% increase in orders in April 2020 compared to their order volumes in April 2019. As shopping habits continue evolving in the wake of Covid-19, omnichannel options will be imperative for business continuity.
Retailers are finding that developing an omnichannel experience for shoppers is no longer a modern, unique competitive strategy. It’s now a requirement for any retailer looking to power through what the unforeseeable future has in store. Here are four essential Covid-19-era strategies.
How Video Can Significantly Boost Your Covid-19 Marketing Strategies
While many companies focus on the power of digital technology as a replacement for face-to-face events, there is an unparalleled opportunity for businesses to use video as a means to engage, communicate with, and retain customers during the Covid-19 pandemic.
Here are a few ways to integrate video into your marketing campaign.
Big-Box Stores Will Win the Reopening, but Mask Expectations Are High
New consumer insights uncovered by Resonate are painting a picture for what to expect as lockdown restrictions start to lift. According to our latest wave of consumer sentiment research, shopping behaviors are already starting to shift dramatically. But that doesn’t mean consumers are fully ready to resume their previous daily lives, particularly when it comes to venturing into stores.
Latest Posts
At I/O, Google Offers a New Vision for Local Search
The notion of “helping you get things done,” emphasized by Sundar Pichai in his I/O keynote, provides a through-line for many of the event’s announcements. It struck me watching the presentations how thoroughly Google has become a consumer electronics company, a marketer of devices where search is more a central feature than a standalone product. Google, in other words, has become thoroughly dedicated to marketing its famous search capabilities in the context of devices that help you perform daily tasks. In the process, it is transforming local search and how we relate to the world with electronic devices.
LBMA Vidcast: Factual, Walgreens, Burger King
On this week’s Location-Based Marketing Association podcast: Factual partners with Airship & Braze, Class action against all 4 U.S. mobile operators, Decathalon opens first U.S. store, Burger King delivers in Mexico City traffic jams, Para’Kito goes AR with Georgia Pacific, Walgreens teams with Narvar.
Twitter Time: Responsible Writing in Today’s Media Landscape
If criticism of Twitter and the news media is ubiquitous, it is largely because content on those platforms so often fails to rise to the challenge of responsibility. It aims to produce outrage and push partisan narratives without interrogating its assumptions and all the facts in play. It lacks thought at a time when the endless and rapid reproduction of content in digital space demands we be more thoughtful than ever because we never know where and in how many places our words will reappear.
Zenreach Attract Connects Online Ads to In-Store Results
Online metrics, like click-through rates and return-on-ad-spend, can quickly show ecommerce retailers how well their digital advertising campaigns are working. But what happens in the real world? The KPIs used in ecommerce mean almost nothing to brick-and-mortar merchants. In fact, digital approximations can actually cause merchants with physical locations to overspend on certain audience segments, while undervaluing others.
That’s something Zenreach is trying to change.
Chrome Cookie Changes to Affect All—Not Just the Top Line
Google’s latest Chrome changes may sound abstract to those of us who are on the ground doing digital ad work, but they will soon come to dominate our industry. If you work in display advertising at a brand and read the announcement, I’m sure you know at some point the dynamics of the ecosystem will change. But this is going to be big — your entire set of knowledge will soon be different. You’ll need to learn how first-party data looks, is captured, and how to connect first-party data that represents intent to first-party stable identifiers like email.
Visual Search and Local: A Match Made in Mountain View
Though visual search challengers such as Snapchat and Pinterest could shine in niche use cases such as fashion items, Google will rule as the best all-around utility for visual search. It has the deepest tech stack, and the substance (knowledge graph) to be useful beyond just a flashy novelty for identifying things visually.
The name of the game now is to get users to adopt it. Google Lens won’t be a silver bullet and will shine in a few areas where Google is directing users, such as pets and flowers. But it will really shine in product search, which happens to be where monetization will eventually come into the picture.
San Francisco Partially Bans Facial Recognition, Putting Technology’s Future in Doubt
Civil rights and privacy activists asked, and the San Francisco Board of Supervisors delivered.
The city banned the use of facial recognition technology by law enforcement and other municipal agencies on Tuesday, becoming the first in the country to do so. Other bills in the works in Massachusetts and even on Capitol Hill suggest that additional restrictions on the technology may be forthcoming.
Single-Use Coupons: A Multi-Pronged Strategy for Each Phase of the Customer Journey
A savvy marketer can select a solution that enables her to launch personalized promotions that perfectly suit a target customer for a given phase. For example, an offer designed to acquire new customers should differ from the one that goes out with a view to retaining lapsed customers or further engaging the loyal customer. This is where single-use coupons provide immense potential to deliver personalized promotions, allowing marketers to segment their customers into the appropriate marketing phase—acquisition, engagement, or retention.
Local Social Network Nextdoor Raises $123 Million
The digital advertising proposition for Nextdoor is obvious—what better way to drive customers into nearby brick-and-mortar stores than to generate buzz on a social platform centered on users’ physical location? Venture capitalists see the value proposition, as Chris Varelas, co-founder and managing partner at Riverwood, proclaimed Nextdoor as the “future of local community and commerce.”
The 10 Commandments of Location Intelligence Marketing
The amount of location data can be overwhelming, making it difficult to understand when to use what information. Even the most experienced marketer can lose sight of the basic principles that guide successful use of location intelligence tools.
Based on our 11 years of experience helping mobile apps leverage the context of their users, we offer the following 10 commandments that every marketer working with location intelligence should keep top of mind to drive a successful marketing strategy.
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