News and Analysis
Advanced Contextual Launches Contextual Targeting Enhanced by Advertiser KPIs
The contextual advertising company Advanced Contextual is announcing this morning exclusively via Street Fight that it has launched a new product, Advanced Extension, that will bring together topic-based contextual ad targeting and advertisers’ first-party customer data to drive more sophisticated privacy-safe targeting.
Opportunity In the Metaverse Isn’t Just About NFTs — It’s About Interactions
While there is certainly opportunity for brands to sell additional product in the metaverse—fashion retailers like Nike and Gucci are already working on developing pricing strategies for digital goods and services—branding experts believe the greatest long-term gains will be won through marketing approaches that focus on quality interactions and engagement.
Commentary
3 Ways DTC Brands Impact Legacy CPG Playbooks
Direct-to-consumer (DTC) brands have forced legacy CPG brands into a major strategy shift. The rumblings of the digital transformation signaled change was coming, and the rise of DTC brands has led CPGs to rethink consumer engagement and the marketing tactics necessary to achieve that goal. And, in today’s digital-first marketplace, CPG margins are tightening because of the competition from DTCs as well as Amazon’s white-label product lines.
The result of these challenges sees the CPG playbook evolving to meet the digital-first ecosystem through tactics including investing in acquisitions, moving advertising budgets into digital, and including emerging marketing channels such as experiential marketing to create brand awareness and make direct consumer connections.
Physical Stores May Resemble Our Newsfeeds in the Near Future
We’re currently living in a time of unprecedented change in the marketing and advertising industries. One of the most interesting emerging trends is the incorporation of new advertising opportunities within physical stores, in ways that will remind you of your social media newsfeeds.
If you’re a member of Generation X, or even an older Millennial, you probably remember walking through the aisles in grocery stores and grabbing coupons out of plastic dispensers. What we will see occurring in the future is the 21st Century’s version of the coupon machine — the personalized newsfeed-ification of physical stores.
Latest Posts
Macaroni Kid Leverages Local Influencers to Connect Brands to Consumers
“Our secret sauce is our ability to connect brands with consumers on a local level, via authentic local influencers,” says Macaroni Kid co-founder Eric Cohen. “Other media outlets can plug into an algorithm to target an audience. We have local moms telling other local moms the scoop as they hand out samples.”
Street Fight Daily: Square Embraces Sales and Moves Beyond SMBs, The Staying Power of Email
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… As It Grows, Square Deploys Sales Force to Acquire SMB Customers & Bigger Brands… Selling to Multi-Location Brands: Building on Omnipresent Email… Microsoft Acquires AI Company to Make Cortana and Bots Sound More Human…
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