News and Analysis
Brands Look to Maximize Ad Spend Ahead of Recession
As brands struggle to deal with restrictions on data-driven ad targeting and an economic slowdown since the second quarter, ad budgets are on the chopping block. Brand marketers and agencies are being asked to do more with less. Expectations on return on investment are at an all-time high, even while ad budgets stagnate or decrease. What’s the solution?
Commentary
Location Weekly: FCC Fines Location Data Purveyors; Adidas Taps WhatsApp for Mobile Marketing
In this episode of Location Weekly, the Location-Based Marketing Association covers the FCC proposing hefty fines on mobile operators for selling location data, Apple turning your photo into a car key, Adidas tapping WhatsApp to reach consumers, KFC Canada integrating Google Maps and Assistant, Uber offering car-top signage for new driver revenue, and JCDecaux leveraging facial recognition for Yoplait in Australia.
Creating and Maintaining a Cohesive Digital Brand Image
Visual consistency is about perception. It’s the ability to pick out, recognize, and immediately understand something you see. Coca-Cola is a great example. You can instantly recognize the simple, iconic red and white colors paired with its cursive font anywhere and in any language. Even for its holiday campaign, Coca-Cola used its colors to its advantage. Remember the famously adorable polar bears wearing red scarves that stood out from its soft, white fur and snowy background? Classic.
This goes to show the power of strong, cohesive branding. Customizing the language, photography, color palette, layout, and written content of your brand’s digital marketing materials can go a long way. In fact, a recent study by LucidPress discovered that consistent brand presentation increases overall revenue and growth by 33%.
Location Weekly: Puma Brings Hologram Ads to Car Tops
In this episode of Location Weekly, the Location-Based Marketing Association covers Pearl Jam releasing a new single via AR over the Moon, Outfront’s Valentine’s campaign that blends Instagram AR and OOH, Puma bringing hologram ads to car tops at the NBA All-Star game, Uber letting seniors use their phones, Dwise partnering with Digital Element for ad targeting, and IKEA letting customers use time as currency.
Latest Posts
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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Beyond Likes: Win Hearts with Emotional Marketing