News and Analysis

New Hires at BlueConic, Aki Technologies, Good-Loop, and Vistar Media

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The Street Fight new hires roundup features movers and shakers in adtech, martech, e-commerce, localized marketing, location intelligence, and more. This month’s roundup features new hires at BlueConic, Aki Technologies, Good-Loop, and Vistar Media.

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Marketers Embrace Mobile Chat to Expand the Commerce Experience

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Online chat has come a long way since the days of AOL Instant Messenger. Despite concerns over security and trust, a growing number of consumers are using mobile chat to interact with their favorite brands in organic, convenient ways. Live chat is also playing a role in what’s become the latest trend in retail marketing — casual commerce.

IAS and Anzu Deliver In-Game Ad Quality Measurement

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Integral Ad Science and in-game advertising platform Anzu are partnering up to deliver measurement tools to the mobile gaming sector. IAS will provide advertisers Invalid Traffic (IVT) measurement and reports on viewability through its Signal platform. The company will also help advertisers assess brand safety and suitability.

Commentary

Location Weekly: Puma Brings Hologram Ads to Car Tops

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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.

4 Ways to Retain Customers with Event Marketing

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Customer retention is usually faster and costs a lot less than acquiring new customers. By putting your customers through the funnel, you’ve already done the hard part. To keep the momentum going, it’s important to create a set of initiatives that increases customer value, encourages further purchases, and fosters brand ambassadors to promote your company. 

Experiential marketing through events helps brands achieve these goals. The aim is to create memorable experiences that engender high degrees of loyalty. Here are four ways you can leverage event marketing to retain your customers. 

This Election Season, Candidates Should Take Voter Data Privacy Concerns into Account

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In the wake of Cambridge Analytica and privacy regulations like GDPR and CCPA, the advertising landscape has changed, as have consumers’ perceptions about data collection and privacy. Candidates still need ways to reach their target audience effectively, and they should do so while being mindful of compliance issues and Americans’ privacy concerns. 

The 2019-2020 advertising cycle will generate an estimated $6 billion in political media spending, $1.6 billion of which will be spent on digital video, according to Politico’s spending projections. This is up from $0.74 billion on digital video in 2018, so we are talking exponential growth. Many candidates will wash their hands of marketing decisions, entrusting their staff and partners to decide how to best use their campaign dollars. But candidates should use their advertising strategies to make a political statement—to show voters they care about ethical data practices.

Latest Posts

Study: SEO Suffers From Lack of Context

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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

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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.

From Employee to Publisher: How One Media Veteran Did It

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In this Q&A, media veteran Shereen Siewert talks about the biggest move in her career—an exciting but risky gamble in which she would give up the security of a weekly paycheck to strike out on her own as an entrepreneurial, independent publisher.

How Content Partnerships Have Made Yelp a Data Amplifier

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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

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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

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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

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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.

Uberflip Empowers Companies to Personalize Their Content

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When it comes to marketing, content is king. But how can marketers make sure that content they post on their blogs ends up in front of the right people—and eventually leads to a sale? Uberflip believes it has an AI-based solution: a recommendation engine.

5 Mobile Video Vendors for Brand Advertisers

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Mobile video is one of the hottest ad channels on the market. Understanding the importance of a strong CTA in video ad campaigns, we’ve put together this list of five mobile video vendors, each with its own interactive capabilities designed to elicit high engagement and response rates.

A Dozen Takeaways and Follow-Ups from the Bright Local Review Study

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David Mihm: BrightLocal’s study of reviews is interactive, digestible by the average small business, and useful for agencies and resellers, too. In this column, I provide some of the highlights and pose questions for further research in the reviews space.