News and Analysis
Influencers Struggle with Measurement as Channel Evolves
Many marketers still think of influencers as nascent affiliate partners. But as the channel evolves, influencers are seeking more sophisticated tools to assess their value and substantiate their impact as a marketing channel.
Retailers Shift Back-to-School Strategies
The marketing promotions most likely to win over back-to-school shoppers in 2022 differ from those of the past two years. Competitive pricing is an area where retailers can stand out.
Audigent and Epsilon Bring Custom Audiences to Private Marketplaces
The partnership with Epsilon is expected to give Audigent a significant boost in the data identity, curation, and activation space, where a number of platforms are currently competing to position themselves for a future without third-party cookies.
Commentary
4 Ways to Retain Customers with Event Marketing
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
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.
Brands Can’t Tell Stories If They’ve Lost the Plot
In 2020, a marketer’s goal should not be to create more content. It shouldn’t even be to create better content. Most brands, after all, are already doing a good job of generating content that provides value, service, comfort, and utility to people’s lives. What’s missing is a fundamental alignment between content and other marketing disciplines. Content, from a metrics standpoint, needs to speak the same language as paid media so that marketers can demonstrate the impact it has to their CMOs.
Latest Posts
Street Fight Daily: The Latest in On-SERP Search from Google, Visual Search on Edge of Breakthrough
TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Google and the On-SERP Experience: We’re Just Gettin’ Warmed Up… Retailers Must Prepare for Visual Search, On Edge of a Breakthrough… What Will Advertising on Voice Look/Sound Like?…
ThriveHive Upgrades Grader Product with Conversational UI, Brings David Mihm Aboard
Just one month after ThriveHive released a product to help small business owners navigate the creation and maintenance of their Google My Business profiles, the company is making some substantial changes to its diagnostic solution.
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.
Biggest Tech Trend for eCommerce in 2019: People-Based Identity
If people-based identity is the new lifeblood of eCommerce, then the identity graph is its beating heart. First- and second-party data keep the heart healthy and strong, while third-party data is anemic and can ultimately lead to system failure.
Relevnt Aims to Integrate Local and Social Media on Community-Based Website
Local and social media, produced by individuals and news sites alike, have a new place to hang out, and it’s called Relevnt. Launched late last year, the app “is like Yelp meets Reddit for social media,” said Winder Hughes, the company’s CEO and founder.
Street Fight Daily: Facebook Releases Attribution Tool, The Cutting Edge of E-Commerce: People-Based ID
TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Facebook Attribution Now Available to All Advertisers… Biggest Tech Trend for eCommerce in 2019: People-Based Identity… Privacy, Accuracy Hinder Voice Commands…
New Hires at S4M, Uberall, Tremor Video
Every two weeks, we round up new hires in the hyperlocal marketing and media space. This week also brings new hires at Vendasta and American Hometown Publishing.
Raise Report: Frontify, Instacart, Machinify Score 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 includes new funding for Journal, Mapify, Netlify, Paperspace.
Street Fight Daily: GMB Insights Adds Branded Search Reporting; 2/3 Big Businesses Invest in Local Media
TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Google My Business Insights Adds Branded Search Reporting… New Hires at S4M, Uberall, Tremor Video… BIA: Two-Thirds of Businesses with 500+ Employees Invest in Local Media Ad Platforms….
No Wallet, No Problem. Yombu Scans Your Fingerprint for Payments, Loyalty Rewards
Credit cards made it possible to leave cash behind. Then, digital wallets like ApplePay let you leave home without your wallet. Now, Washington, D.C., startup Yombu is making it possible to pay and get access to membership rewards with just your fingerprint.
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