News and Analysis
TruPresence Helps Multi-Location Marketers Audit SEO Across Locations
Let’s say you’re a marketer at Whole Foods corporate who is responsible for auditing SEO performance across hundreds or thousands of locations nationwide. How do you audit the performance of this given URL, which looks like just a part of Whole Foods’ website but essentially functions like the independent website of a local business? How do you swiftly audit hundreds or thousands of those pages?
What Amazon’s ‘Buy with Prime’ Expansion Means for Local Merchants
Buy with Prime could accelerate Amazon’s growth and merchant adoption of FBA. It could also lead to a shift in order fulfillment volume from the third-party logistics companies that many merchants currently use for order fulfillment over to FBA. That’s good news for Amazon but bad news for third-party logistics companies and post-purchase experience platforms working primarily with mid-size merchants.
Reveal Mobile Launches OOH Measurement Platform
The location intelligence and geofencing marketing software company Reveal Mobile launched a self-service out of home measurement platform this morning. The platform delivers insights for “traditional, digital, place-based, programmatic, and moving OOH ad campaigns,” according to the company.
Commentary
2020: The Year Publishers and Brands Truly Challenge the Walled Gardens
We’ve already started to see publishers and brands start to adopt technology that is beyond the reach of the walled gardens. For brands and publishers reexamining their relationships with the walled gardens, the new year is a great time to determine which channels are adding value and are also future-proof. Only those who own first-party data will be in a position to thrive and fight back against industry changes.
The Premise for Progress in a CCPA Era: Permission, Protection, and Privacy
In the aftermath of fresh privacy legislation, disruptive technologies are beginning to emerge as a possible salvation to the existential challenge the advertising industry faces today. Blockchain, the distributed ledger technology celebrated for its structural logic of transparency and trust, has the profound potential to move the needle on some of the most opaque segments of the digital media supply chain. Data portability, a fundamental right of any subject under the view of data privacy laws, can facilitate the way individuals regain usage of their personal data without risking exposure to the underlying consumer data set. In another instance, blockchain can efficiently track, manage, and record consent among data subjects, processors, and controllers.
LBMA Presents Location Weekly: Google Focuses on Local, DeliveryHero Buys Woowa Brothers
This week we’re discussing DeliveryHero buying Woowa Brothers for $4B, Mad Systems being granted a patent for location-based facial recognition platform, Lyft entering the car rental market for $35/day, Walmart teaming with Digimarc to make its print toy catalogue shoppable, Google focusing on local and PlaceIQ & FourthWall Media partnering to link TV ads with in-store visits.
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Uberall Partners With TripAdvisor for Multilocation Reputation Management
While it has become commonplace for hotels and restaurants to check their TripAdvisor ratings on a regular basis, the process breaks down as the size of the business grows, causing brands with hundreds of locations to struggle. The digital location marketing platform Uberall is trying to change that.
Happy Returns Expands Into College Market
Startup Happy Returns, based in Santa Monica and founded by alums from HauteLook and NordstromRack.com, offers a way for shoppers to return e-commerce purchases at real-world kiosks. Beginning this fall, Happy Returns will be setting up kiosks—which it calls “Return Bars”—at five campuses around the country to capitalize on the returns generated by back-to-college online shopping.
Survey: Identifying Best Practices in Reputation and Review Management
Multi-location brands that use reputation and review management to manage local marketing and advertising are more likely to say that their marketing efforts are effective, according to Street Fight’s latest survey. Analysis of the survey identified several related strategies that correlated strongly with marketing effectiveness, including trying to respond to every review and working with a reputation specialist with its own technology.
As Local Search Enters the Voice Era, Three Content Channels Dominate
You’re well covered today on the three top voice platforms if you have strong listings on Google, Apple, and Yelp. If you want to do even more, make sure your Bing listings are up to date for Cortana (note that Yelp reviews show up here as well), and submit your listing info to Here and Foursquare in order to be found in Samsung’s Bixby interface.
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Beyond Likes: Win Hearts with Emotional Marketing