Commentary
The Fight Against Facial Recognition Tech
Microsoft and Amazon suspended their sales of facial recognition technology to police departments in recent weeks amid nationwide protests against police brutality. IBM went even further, ceasing its research on the subject altogether.
It might be clever and intuitive, but facial recognition technology is highly invasive. Little wonder, then, that across the world, people are joining the fight against its implementation.
Data Enrichment, Your Business, and Your Career
Creating great customer experiences is ultimately what matters most, and this requires a single customer view and data enrichment techniques for a deep understanding of your customer. Organizations that rely on only first-party data are at a disadvantage. They risk missing out on valuable new information as time passes. For example, did your customer just move to a new state or buy a new home?
How Connected TV Ads Help SMBs Recover from Crisis
One medium that will be especially helpful in the recovery is connected TV (CTV). About three-quarters of households own connected TVs, so SMBs can easily reach the public through this ad-supported medium as life returns to normal.
There are many opportunities to excel both in the current and post-pandemic marketing landscape, but businesses will only be able to take advantage of them if they intelligently create demand. Because of this, SMBs should use audience and measurement data to inform their CTV advertising strategies as markets reopen.
Latest Posts
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.
Beyond SEO: How to Reframe the Local Marketing Conversation
“I am looking for a language framework that helps business understand that the idea of ranking only makes sense in the context of not just getting more customers but also keeping them. While businesses might want a floodgate of leads, there are many things that they could be doing that would be cost-effective and productive,” Mike Blumenthal tells David Mihm in their latest Street Fight discussion.
6 Influencer Marketing Platforms for Brands
As some of the most visual social channels, Instagram, Snapchat, and Pinterest have become important tools for brand marketers. These are also the channels most likely to be used by so-called “influencers,” the social media stars who frequently partner with brands to promote products to their online followers. Influencer marketing has become a big business, with 31% of retailers now working with brand advocates to become influencers and 28% using paid celebrity influencers to spread the word about their products and services.
Here are six popular influencer marketing platforms being used by retailers and brands right now.
Restaurant POS System Trends to Look Out for in 2019
2019 is all about connectivity when it comes to POS systems. The role of the POS system, used primarily for billing, has evolved into an operations hub that connects all your online order sources, guest-facing technology, and your kitchen (via Kitchen Display Systems). It’s the foundation of a technical system that helps you manage your restaurant operations better on the whole. Here are the cutting-edge trends.
Retailers Use Visual Channels to Attract Last-Minute Mother’s Day Shoppers
Spending on Mother’s Day is expected to reach $25 billion this year, with consumers flocking to department stores and florists in search of the perfect gifts for Mom. The bulk of that spending will happen in the next few days, as foot traffic data from the location platform GroundTruth reveals that Americans tend to wait until the very last minute to shop for Mother’s Day gifts.
What are retailers around the country doing to prepare for the onslaught of last-minute shoppers? More than ever before, retailers are leaning on visual marketing opportunities to drive last-minute sales.
Heard on the Street, Episode 25: Location, Brand Evolution, and Career Lessons, with Factual
Brands want to engage consumers. Though that’s an obvious statement and a universal truth, how it happens is a moving target that shifts with consumer technology. Success in the ad tech world requires intellectual curiosity about emerging tech and a desire to dig into the details.
Factual VP of Agency & Strategic Partnerships Ocean Fine considers that curiosity essential to her success and the victories of any company in ad tech. The latest guest on Street Fight’s Heard on the Street Podcast, she’s inspired by the smartphone’s transformation and advises marketing execs to be attack-ready for all emerging tech.
The Promise of XR and 5G
As we approach the 5G era, the dramatic quantum leap of 5G service enhances many creative capabilities in XR, providing richer user experiences and giving marketers and developers a larger digital playground to expand their creative talents.
Still, there’s confusion in the market over how these innovations work and, critically, how they can work together. Let’s take a closer look.
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