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
How B2B Companies Can Survive in a Clickless Search Ecosystem
The dawn of the clickless world might raise alarms for B2Bs companies, and that’s fair. This trend will likely pose a challenge for companies that rely heavily on Google for new business leads — especially small businesses that generate a majority of leads from search traffic.
However, the clickless world also presents an opportunity for B2B brands to streamline their online presence. In this new ecosystem, B2B brands can generate awareness and encourage customers to contact their business even before a customer actually sees their website.
Location Weekly: Foursquare Partners with Vistar Media, Yelp Launches Store Visits
In this 452nd episode of Location Weekly, the Location-Based Marketing Association covers Foursquare partnering with Vistar Media, Al Arabia Outdoor using Streach to measure OOH in Saudi Arabia, Walmart shutting down its Jetblack text service, Panera reaching 9.3M with AR campaign, Unilever piloting drones for ice cream delivery, and Yelp launching a new Store Visits product.
Privacy Regulations Shift Location-Based Approaches from Push to Pull Marketing
With the regulations and changes that limit marketers’ ability to reliably track users, location marketing must evolve. Push marketing is likely to become less effective as brands continue to lose access to consumer data.
A tried and true alternative is pull marketing. Pull marketing is an approach that attracts in-market customers to your brand or product. Rather than pushing a brand on the audience, pull marketing draws in customers by using less intrusive methods that don’t rely on personal data. One of the most common forms of pull marketing is search advertising (paid and organic).
Latest Posts
Google and the On-SERP Experience: We’re Just Gettin’ Warmed Up
The introduction of a new Knowledge Graph layer in the form of “Topics” indicates to me that Google’s latest efforts in this arena will extend in two directions beyond Local entities. I see these linkages extending all the way up the search journey to initial consideration and even further down the funnel beyond Local entities.
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