News and Analysis
How Brands Can Prepare for a Federal Privacy Law
The American Data Privacy and Protection Act inched its way closer to reality earlier this month, advancing in the House and moving to the full Energy and Commerce Committee for approval. With support from both House and Senate committee leaders, it’s beginning to look like advertisers and marketers might finally be getting uniformity in privacy and data regulations across all 50 states.
Commentary
CCPA and Beyond: Where Privacy Will Take Us in 5 Years
Although the language of CCPA leaves a lot open for interpretation, one thing is clear: The consumer data and privacy landscape has fundamentally shifted beneath the feet of today’s enterprises, and privacy compliance will forever be an important requirement for sustainable business going forward. But where exactly do we go from here? In a regulatory environment where there are currently more questions than answers, what do consumer privacy requirements look like in five years? Here are a few likely outcomes of current initiatives and momentum.
Three Ways to Solve for Foot Traffic Attribution
What most ad platforms cannot tell you is how your ads drove foot traffic to stores and other physical locations you care about. If driving foot traffic to retail locations is your job, Google Ads and other digital ad dashboards can’t help you. When in-store foot traffic attribution is crucial, how do you solve for it?
In this article, we cover three ways to solve for attribution, ranging in difficulty from easy to hard. We look into easy options that are inexpensive but tend to be unreliable. We evaluate a medium option that has a moderate cost but is highly reliable and bypasses human error. And lastly, we look at a hard option that incorporates several tools and, while highly reliable, comes at a high cost and is difficult to scale.
The Data Protection Act: Dangerous Pitfall or Hope for the Future?
Though the Data Protection Act is in the beginning stages, 19 states already have similar regulations underway, indicating that these policies are part of a fundamental shift that will impact all Americans over the next decade, marketers included. Marketing leaders need to realize that this new commitment to customer privacy is not a passing trend and must prepare accordingly without wasting any more time.
Latest Posts
Study: SEO Suffers From Lack of Context
Consumers frequently use the same terms in different ways, making it a challenge for marketers to accurately understand their online queries. Professors Jia Liu and Olivier Toubia found that digital marketers are at a distinct disadvantage as they attempt to infer content in quantifiable ways.
LBMA Podcast: Amazon’s Search Re-Targeting, Target’s Use of Runerra
Listen to This Week in Location Based Marketing, a weekly video podcast from the Location Based Marketing Association with Asif Khan & Aubriana Lopez. On the show: Amazon’s search re-targeting, Target using Runerra, Intraposition raises $1.5M, Buick integrates Yelp, Walmart goes with maps and faster checkout, Macy’s invests in VR roll-out.
How Content Partnerships Have Made Yelp a Data Amplifier
Damian Rollison: It became clear to me, during Yelp’s presentation at the recent Brandify Summit, that the company has become a data amplifier. Here I’m making use of Gib Olander’s helpful term for companies whose data finds its way into a multitude of consumer-facing channels. In this column, I break down the significance of that state of affairs for hyperlocal marketing.
Heard On the Street, Episode 15: Expanding the Local Marketing Suite, with David Mihm
As the media world continues to expand and fragment, services targeted at local businesses are likewise evolving into a more holistic set of marketing channels. A good example of that evolution can be seen at ThriveHive, as we discussed with the company’s newest member and longtime Street Fight contributor, David Mihm, on the latest episode of Heard on the Street.
On Google, Hyperlocal Listing Strategy is Key to Brick-and-Mortar Success
Called “How to Survive in Google’s Local Search Ecosystem,” GMB senior product manager Steven Chen’s talk at Brandify’s annual conference emphasized the importance of a hyperlocal listing strategy in which multi-location brands empower franchisees to take ownership of their own user-facing information.
Review Strategy Is Key to Restaurant Success, Says TripAdvisor Restaurants Marketing Leader
What’s one of the secrets to a coveted top spot on a TripAdvisor Restaurants list? Respond to every review within 24 hours, said Mark Goloboy, the marketing leader for TripAdvisor Restaurants, at a panel during Brandify’s 2018 conference. Responding to reviews effectively can make the difference between showing up on the first and fourth pages of the site.
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