News and Analysis
These Location Intelligence Solutions Are Optimizing Last-Mile Delivery
Advanced location intelligence software combines artificial intelligence and street-level mapping data to help startups predict customer buying patterns and stage inventories in the right locations — e.g. ghost kitchens — using prediction algorithms and real-time sales metrics. Location intelligence software firms are also taking advantage of traffic data, weather information, and consumer behavioral data to help last-mile delivery companies streamline operations in today’s tough business environment.
Commentary
Three Essential Steps toward Omnichannel Success
Consumers have limited time, detectable habits, and preferences about how they interact with brands. Marketers have become increasingly empowered to know and respond to these preferences on all channels.
As brands leverage opportunities offered by omnichannel marketing and further embrace the technology that unlocks each channel’s capabilities and insights, they will give customers the personal experiences they crave. Beginning the journey toward true omnichannel can be daunting, but the immense value it creates for both customers and brands far outweighs the rethinking, reinvention, and innovations it demands.
Crossing the B2B-B2C Divide: The Next Frontier in Customer Experience
In recent years, the marketing industry has started to discuss the increasingly blurry line between the disciplines of B2B and B2C marketing. For the most part, the conversation to date has been a discussion of tactics and methodologies—but this is only the tip of the iceberg.
Over the next five years, the breakdown between the B2B and B2C worlds will be dramatic, and the resulting marketing landscape—as well as people’s expectations for messaging—will look quite different than they do today. Let’s look at how this blurring line will soon vanish altogether.
Takeaways From ‘The Other CES 2020’ That Location-Minded Marketers Need to Know
CES provided a unique showcase for the importance of connected TV (CTV); it’s one of the few events that wrangles hardware, media, and advertising companies into the same place for a week. Within digital advertising, this topic is number one, and not outlining your strategy to support CTV in 2020 was a way to cut any CES meeting short. Companies that have moved from video to TV, such as Amobee or Telaria/Rubicon, exciting new combinations of TV and digital assets such as Xandr; programmatic TV leaders like The Trade Desk; and companies that have been long on TV for years such as Samba TV should have a fantastic 2020 ahead of them.
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Data is Technology’s Currency: Increase Its Value by Maintaining Accuracy
By defining their organizations’ definition of “accuracy,” allocating marketing resources to external solution providers that can provide unique data sets pulled from mobile phones, and ensuring all data is as up to date as possible via location-based approaches, marketers will begin to see an improvement in the quality and transparency of the data they purchase.
Annie Selke Uses Offline Tactics to Drive Online Buyers
The high-end furnishings brand Annie Selke uses direct mail catalogs and flyers to tell the company’s story, before ultimately driving most shoppers online to complete their transactions, explains Cindy Marshall, chief marketing officer for the Massachusetts-based brand. It’s also working with 4Cite’s cart-abandonment program and the vendor’s other tools.
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