News and Analysis
How to Use Incentives to Combat the Summer Sales Slump
While a temporarily slow sales period doesn’t necessarily mean brands need to worry, companies need to take action and consider switching up their tactics as a way to wake up their target consumers.
How Retailers Are Bringing E-Commerce Experiences to In-Store Shoppers
After two years of incredible growth in e-commerce, the pendulum is swinging and in-person retail is experiencing a resurgence.
How Retailers Are Preparing to Stand Out on Black Friday
Black Friday and the holiday shopping rush are getting closer — and retailers are getting prepared. Inflation and economic uncertainty have the potential to make the 2022 holiday season a rocky one, putting extra pressure on retailers to beef up their marketing and advertising strategies even earlier than usual.
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
Uberflip Empowers Companies to Personalize Their Content
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
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
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.
Raise Report: Placer.ai, Leap, LoopMe Secure New Funding
Every two or three weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s report includes funding for HeadSpin, Mavrck, Entertainment Data Oracle, and ZypMedia.
New Hires at TripAdvisor, Rio SEO, Snap
Every two or three weeks, guest columnist Geoff Michener rounds up some of the latest hires and openings in local and digital marketing. This week’s roundup also includes openings at Instagram, ThriveHive, and LoopMe.
GroupM Details the State of Digital Marketing’s Hottest Medium: Video
For marketers looking to capitalize on the video boom, Street Fight has the latest from GroupM’s second annual State of Video report. The highlights include continued difficulties with measurement, emerging options to target effectively across channels, a look at Amazon and Facebook’s quest for domination, and social video’s fallibility and how brands can overcome it.
How LEAP Helps Publishers Find and Know Their Audiences, Person by Person
In this Q&A, LEAP co-founder and Managing Director Daniel Williams talks about what his company is doing to help local news publishers comb their markets to find customers, sometimes in surprising ways, and build profitable relationships with them.
Don’t Panic: Location-Powered Mobile Marketing is (Still) the Future of Advertising
Why all the recent talk of going data-only when data shows that customers are amenable to providing location data if it leads to relevant advertising? Let’s take a closer look at what a long-term commitment to our media partners really requires when it comes to location, minus all the triopoly panic.
Standard Cognition Democratizes the Cashierless Model, Providing Solution for Traditional Stores
Standard Cognition offers a product called Standard Checkout that retrofits cashier-based grocery stores into cashierless systems. Unlike the new cashierless Amazon Go, Standard Cognition is not a grocery chain itself, but instead a solution for chains that compete with Amazon Go, co-founder and COO Michael Suswal told Street Fight.
Highest Click-Through Rates of the Year? Early November, ZypMedia Says
ZypMedia found that November is the most effective month for consumers to engage with brands and their holiday campaigns, with a click-through-rate that’s 125% higher than the average over the past year.
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