News and Analysis
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.
Long Pandemic and Local Commerce: Expert Roundup
Street Fight’s core focus is localized commerce and marketing: how brick-and-mortar businesses use technology to connect with customers. This month, we’re covering the continued impact of the pandemic on that space. To that end, three martech and retail tech leaders from VDX.tv, CatapultX, and VAI expound on the pandemic and local commerce in this expert roundup.
Commentary
Are Google’s Many Broken Features Reflections of Google’s Style?
Mike to David: To some extent, the Google “method” of release quickly, break often, iterate, and finally reject or accept a change collides very directly when it interfaces with the much slower-moving real world.
David: This speaks to our ongoing antitrust discussion and whether business harm is a justifiable prong on which to spear Google. Volatility is one thing, but a broken utility is another. And realistically, because of Google’s market position, small businesses have nowhere to turn when that utility is flat-out failing on fundamental levels.
Finding New Audiences: How To Win with the Next Generation of Consumers
The youngest generation of consumers is not only ad-averse, but also prefers to consume content when and where they want. With 71% of Gen Z claiming to prefer streaming services over traditional TV, the formula for successful content platforms is simple — provide consumers the content they want to see on the devices they use outside of the house.
It’s equally important for platforms to cut through the noise and remove commercials and ads if they want to secure Gen Z support moving forward. While we all have specific tastes in what shows we watch, older generations of consumers were perfectly content sitting through commercials and ads. Gen Z is not of this mindset.
Is Uber Local Advertising’s Duopoly Killer?
While Amazon is challenging the duopoly, when zeroing in on local advertising and commerce — Street Fight’s hallmark — as opposed to driving eCommerce, another challenger may loom: Uber. In fact, we have a longstanding prediction that it will blitz local advertising by strategically building from the Trojan Horse that is “in-ride mode.”
This theory is based on the fact that Uber has your captive attention during rides, given in-app utilities like mapping and ETA. Furthermore, it knows where you’re going (think destination-based promotions). In the aggregate, it has lots of behavioral data for a richer mosaic of audience-targeting gold.
Latest Posts
Foursquare Announces New Chief Revenue Officer, Liz Ritzcovan
Ritzcovan’s mission will center on “client centricity.” She’ll be tasked with optimizing Foursquare’s relationships with its clients as the company seeks to make the case that its suite of resources for brands looking to connect the digital and physical worlds is both comprehensive and indispensable.
Simpli.fi Reaches Next Level in Precise Location Targeting
As of this morning, advertisers using Simpli.fi’s programmatic advertising platform will have access to Addressable Geo-Fencing, a solution that Simpli.fi’s vice president of marketing Ryan Horn says is the next logical step in the localization and personalization of programmatic advertising.
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The Road Ahead: What Autonomous Cars Teach Us About Marketing Automation