Commentary
Location Weekly: Google Highlights Curbside Pickup
In this episode of Location Weekly, the Location-Based Marketing Association hosts Jed Schneiderman, EVP of growth and marketing for EQ Works.
The team also covers Pedigree getting behind Zoom-based dog adoption in Nashville, Chantel Jeffries throwing a virtual DoorDash dinner party with Chili’s, and Google highlighting businesses with curbside pick-up in local search results.
How First-Party Data Can Drive a Comeback for Local Travel
Long live the road trip. Experts predict that people will largely look to visit domestic and drivable destinations because of new health and economic concerns. We’ll see more three- and four-day trips because of finances, work pressures, safety concerns, and changing school schedules. That said, travel companies, hotels, and CVBs are now considering reinvesting in marketing to local audiences. It’s time to hit the gas at this first sign of recovery.
Marketers have to think about geo-optimization because there may be pockets of travel in certain regions and an opportunity to be more fine-tuned. Larger brands that do national advertising may miss an opportunity to be more targeted on a regional basis.
Latest Posts
Going Rogue: The Value of Guerrilla Marketing
The appeal of guerrilla marketing for the entrepreneur lies in the creative freedom to express the essence of a brand that is not bound by the restraints of size, decorum or editorial slant of traditional advertising, as well as the option for a low-cost campaign with the potential to go viral. Guerrilla marketing can be a bit like rolling the dice on a five and turning it into thousands—if it gets picked up and goes viral, you’ve accomplished a national or even international marketing campaign for the cost of something local.
Here are some tips for crafting a low-cost guerrilla marketing campaign for startups.
Mobile Video Struggles Persist While Tolerance for Them Decreases
It looks like the quality mobile content experts say we can expect from 5G will be much appreciated by consumers. Mobile video is more popular than ever, among both consumers and digital advertisers, but the medium is plagued by slow load times and suboptimal ads. That’s per a new report out from mobile video vendor Panthera.
6 Pure-Play Online-to-Offline Attribution Platforms
In a pure-play model, vendors focus exclusively on a certain number of core competencies. Not only does this help those companies to differentiate themselves from firms with broader offerings, but it also gives brands confidence that the vendor is an expert in the market. As online-to-offline attribution takes off, pure-play vendors are taking the lead in innovation, finding new ways to connect digital campaigns to foot traffic and in-store sales. Here are six vendors making a difference in the space right now.
Consumers Are Realizing the Value of Their Data. Here’s How Online Marketers Should Respond
It’s critical for marketers to invest in the right tools and technologies to abide by data-acquisition best practices that are not only compliant with regulations but also ensure consumer trust. At Blis, we conducted a study that digs into what extent consumers are starting to see their own behaviors, and predilections, as a currency. What we found is that marketers have a prime opportunity this year to rebuild trust and transparency with consumers.
The Ethical Stakes of Data Collection and Ad Targeting
With politicians and everyday political partisans on both the Left and Right peeved at Big Tech (the Left for tech’s role in economic inequality and election hacking, the Right for perceived anti-conservative bias, and thinkers across the spectrum for privacy concerns), it is time for Zuckerberg and his peers to get smarter about the arguments for and against data-driven ad targeting and the business models that rely on it. Facile paeans to relevance are not going to cut it—not with the scrutiny Facebook and the rest of the tech industry are now receiving. Tech executives should be as clear-eyed as their fiercest critics about the ethical underpinnings of their businesses. Only then can innovative, far-reaching conversations about the future of advertising, data collection, privacy, and Big Tech begin.
5 Self-Serve Online-to-Offline Attribution Platforms
Marketers with limited budgets are turning to a bevy of self-serve online-to-offline attribution solutions to correlate visitation rates and purchase data with digital campaigns. Utilizing a variety of testing methods for mapping campaign performance and purchases, these platforms are giving marketers the answers they need to justify online ad spend. Here are five examples of online-to-offline attribution platforms that marketers are using right now.
Interactive Marketing 2019: 4 Ways to Grow Your Audience with Innovation
There’s no denying that viewers today are fed up with plain advertising. It takes control of their digital activity and keeps them as passive witnesses to whatever is happening on the screen. Today, people expect a certain level of gamification from ads. Otherwise, the unit is typically shut down shortly after the ad begins or gets skipped quickly to the end. Enter interactive marketing.
Google Finds Itself Beneath EU Regulatory Hammer Once More
Google has been fined $1.7 billion for violating Europe’s antitrust policies. Specifically, the company stands accused of compelling companies that deploy its search capabilities on their own platforms to display a disproportionately high humber of text ads that will line Google’s pockets.
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