News and Analysis
6 Omnichannel Loyalty Platforms for Multi-Location Retailers
In 2022, shoppers want more. The most effective loyalty platforms are going beyond transactional rewards to create unique cross-channel experiences that keep customers coming back for more.
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.
Commentary
Creating and Maintaining a Cohesive Digital Brand Image
Visual consistency is about perception. It’s the ability to pick out, recognize, and immediately understand something you see. Coca-Cola is a great example. You can instantly recognize the simple, iconic red and white colors paired with its cursive font anywhere and in any language. Even for its holiday campaign, Coca-Cola used its colors to its advantage. Remember the famously adorable polar bears wearing red scarves that stood out from its soft, white fur and snowy background? Classic.
This goes to show the power of strong, cohesive branding. Customizing the language, photography, color palette, layout, and written content of your brand’s digital marketing materials can go a long way. In fact, a recent study by LucidPress discovered that consistent brand presentation increases overall revenue and growth by 33%.
Location Weekly: Puma Brings Hologram Ads to Car Tops
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
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.
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Case Study: Zipsprout Fosters Awareness of Local Brands via Non-Profit Sponsorships
For enterprise companies looking to expand into new markets, Zipsprout’s micro-sponsoring of local non-profits offers an innovative way to go about supplementing traditional media spend.
Heard on the Street, Episode 14: Boosting Sales with Google My Business
During September’s Brandify Summit, we listened to an in-depth case study from Dick’s Sporting Goods on sharpening a localized search marketing strategy for multilocation brands around things like Google Posts. We feature that talk in the latest episode of Heard on the Street (see above).
Street Fight Daily: Boosting Sales with Google My Business; Battle Over Yelp Reviews May Go to Supreme Court
TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Heard on the Street, Episode 14: Boosting Sales with Google My Business… Battle Over Negative Reviews on Yelp Could Go to Supreme Court… Apps Downloaded on Millions of Android Phones Tracked Users in Ad Fraud Scheme…
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.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem