News and Analysis
Report: Online Shopping Experiences Disrupted by Last-Mile Delivery Delays
Online grocery sales reached nearly $98 billion in the U.S. last year. Restaurants and home essentials sellers also saw incredible growth. While demand for the local delivery of goods purchased online continues to skyrocket, a new report finds that persistent delivery disruptions in the last mile threaten to impact customer retention and blunt long-term industry growth.
Unstructured Data Becomes an Untapped Opportunity for Brands
Unstructured data now represents 80% to 90% of all new enterprise data, according to Gartner, but just 18% of organizations are taking advantage. Unstructured data, like product images, customer audio files, and comments from social media, represents an untapped opportunity for marketers.
How Brands Can Adjust Marketing to Reassure Customers amid Inflation
J. Walker Smith, Chief Knowledge Officer, North America, at the data analytics and brand consulting company Kantar, checked in with Street Fight to share original research on customer attitudes toward inflation and discuss how marketers can shift practices to best address this challenge.
Commentary
Should Small Businesses Participate in Black Friday?
The total amount spent by shoppers on Black Friday in 2018 was $715.5 billion, according to The Balance. What’s even more noteworthy is the average amount spent per shopper, at $1,007.24. This represents an increase of approximately 4.3% over Black Friday 2017 sales. The numbers show that shoppers are ready and willing to spend on Black Friday. So, rather than leaving it to large-scale retailers, if you’re a small business owner, why not consider joining in?
The truth is, you still might be wondering whether the additional time and investment are worth it. Below, we present some pros and cons of participating in Black Friday you may not have considered.
The Rise of First-Party Data: Why Quality Matters Over Quantity
For years, digital marketers have paid hand over fist in the digital gold rush for data. Instead of a tangible product, tech companies earn millions in revenue from the data they collect on previous, current, and future digital consumers. But digital marketers seeking to gobble up as much data as they can for their campaigns — while not stopping to consider the source of or methods used to collect it — are taking the wrong approach. The age-old mantra of “quality over quantity” has never been more relevant in online advertising, and marketers must quickly and fully embrace first-party data or risk their digital campaigns (and bottom lines) falling flat.
GDPR Implementation Spurs New Industry Offering Compliance Services
A year and a half after GDPR (General Data Protection Regulation) was passed into EU law, Kantar has found there is a vibrant industry in the United States dedicated to helping US companies comply with the new rules, as evidenced by paid search advertising activity throughout 2019.
Kantar analyzed US Google desktop and mobile text ad clicks on ads displaying for 10 GDPR-related keywords from January through September 2019, including gdpr, gdpr compliance, gdpr requirements, and what is gdpr. During the nine-month period, we found 283 advertisers in a wide range of industries sponsoring GDPR keywords, including IT companies, online security firms, software manufacturers, and business consultancies.
Latest Posts
Performance Partnerships: A Better Way to Define Affiliate Marketing
Performance Partnerships can only exist within a CPA model because the partners win and lose together. This isn’t the case with many of the other channels labeled as performance marketing. Performance Partnerships include everything that people want in their affiliate relationships and exclude all that is undesirable.
As Polls Eagle-Eye News Media, Their Own Work Merits a Close Look
On accuracy, news organizations across the board have to address more forthrightly the public’s concerns about the truthfulness of what is presented. Those concerns do not appear to be as great as expressed in the Gallup/Knight numbers, which exaggerate a widespread talking point about growing distrust in the news media.
Heard on the Street Episode 7: Defying the Hyperlocal Graveyard, with NextDoor
One of the imperatives for fledgling sites with hyperlocal aspirations that NextDoor co-founder and chief architect Prakash Janakiraman points to is dedicated focus on neighbor-to-neighbor communications and engagement. Though not as big or culturally embedded as Facebook, Instagram, and Twitter, NextDoor is exclusively devoted to local community interaction.
How AR Will Fundamentally Change Search, Participating in an ‘Internet of Places’
Online-to-offline (O2O) commerce is one area where AR will find a home. Just think: Is there any better technology to unlock O2O commerce than one that literally melds physical and digital worlds? AR can shorten gaps in time and space that currently separate those interactions (e.g. search) from offline outcomes.
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The Road Ahead: What Autonomous Cars Teach Us About Marketing Automation