News and Analysis
5 Predictions for Influencer Marketing
It is getting hard to tell one influencer marketing platform apart from another, a problem for brands questioning where to go and investors, M&A actors, and industry watchdogs wondering what really distinguishes them. To wit, I caught up with Pierre Cassuto, global chief commercial officer at influencer marketing platform Humanz, to understand how those of us looking at the space from the outside should be judging its many players.
Mobile Madness: Expert Roundup 2
Mobile has been a hot subject for the past year as marketers and technologists figure out how to map customer behavior and orchestrate marketing in the wake of Apple’s anti-tracking AppTrackingTransparency policy. In this roundup, experts from CatapultX, Ericsson Emodo, PPRO, and Mobivity weigh in on best practices for one of digital marketing’s most important devices.
Commentary
Building Customer Loyalty: Is Texting the Answer?
In today’s fast-paced world, we depend on our phones to help us get things quickly and easily. So, is texting the answer to building customer loyalty? Short answer: yes. Long answer: also yes, but it matters how you use it.
For appointment-based businesses, efficiency and simplicity are key to keeping customers engaged and coming back for more. Integration with online booking, improving gift card sales, and managing scheduling requests are three simple avenues that can have a big impact on building your business’ customer loyalty program.
The Trust Crash: How Our Platforms Are Failing Us At Every Level and What We Can Do About It
It doesn’t have to be this way. There are the seeds of a new generation of open platforms and technologies aimed at evolving the platform paradigm to one of transparency, value share, and universal governance representation. Sharing value with users via data revenue share; allowing users access to insights generated about them and their peers and help to understand who is trying to engage with them and why; rev share and benefits for service providers; collaborative governance; and abolition of unilateral platform expulsion or rule changes are just several of the major changes on the table. A whole host of new open platform operating protocols is emerging.
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.
Latest Posts
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.
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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