News and Analysis
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
LBMA Vidcast: Walmart Launches Alcohol Pick-Up; Salesforce Teams with Neura
On this week’s Location-Based Marketing Association podcast: Neura + Salesforce, do it outdoors media partners with BlueBite, NinthDecimal adds Inscape TV data, Eatigo (Thailand) matches restaurant deals with customers, Yoplait using facial detection for free offers with JCDecaux, Walmart launches alcohol pick-up in 2,000 US locations.
How CPGs Can Score a Touchdown This Fall by Emulating Spiked Seltzer’s 2019 Summer Splash
In a way, local football fandoms are microcosms for the communities they represent. Each franchise fandom possesses a deeply rooted culture — the kind of loyalty and camaraderie marketers strive to inspire among their own consumers. From high school matchups and college games to the national stage and beyond, the opportunity to tap into local sports to forge meaningful connections with consumers is conspicuous. The strategies and tactics to go about creating those connections, though, is far from obvious.
To home in on a seasonally relevant, hyperlocal strategy for tailgating and football, brand marketers can look to the strategies hard seltzer brands implemented that resulted in the overwhelming successes of the past summer.
Google’s Fitbit Purchase: Peek into Next-Level Local Dominance and Healthcare Hacking
Prescriptions by Google, then? The company indeed lacks Amazon’s delivery capabilities but has a stranglehold on search and therefore on consumers’ connections to local businesses. It is not hard to imagine a world in which Google appears to keep its privacy promise by refusing to sell ads directly based on Fitbit user data but still capitalizes on the data by using it to connect Fitbit users with local health care service providers, pharmacists, and even gyms. That would just constitute one more way Google is edging out the digital middlemen that once closed the loop from Google search to a local service provider.
Latest Posts
Kroger’s Efforts to Connect Online & Offline Experiences Set Standard for Supermarkets
In order to find out more about how the ambitious digital efforts of America’s largest supermarket chain are boosting Kroger’s bottom line, helping the company exceed analyst expectations with a $2 billion profit on revenue of $37.5 billion, we spoke to Ed Kennedy, senior director of commerce at the global software firm Episerver.
GateHouse Media Shows How Media Orgs Can Offer Value for SMB Advertisers
“Most newspapers and Yellow Pages (and Yelp?) are basically ad-selling machines. GateHouse, in selling HR, IT, and financing services as well as digital services, understands that once you know how to sell one service, you can sell (or more likely upsell) any service. It’s critical for legacy organizations to bite the bullet and figure out services,” writes Mike Blumenthal.
How Food Trucks Can Leverage Location Data to Optimize Sales
“Food truck owners can increase sales with more accurate projection models that leverage location data from both traditional sources, like census and point of interest datasets, [coupled] with new streams, like transactional and foot traffic data,” explains Santiago Giraldo, an urban scientist at CARTO.
How a Proposed California Privacy Regulation Could Impact User Data-Driven Business
If it passes and is signed into law in November, the California Consumer Privacy Act would establish groundbreaking new consumer privacy rights throughout the country. The California act mimics the heavy regulations of the GDPR and could become one of the broadest privacy laws in the nation.
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