News and Analysis
Neighborly Recommendations Drive Local Business on Nextdoor
For multi-location marketers and small businesses, Nextdoor’s research reflects the importance of establishing a presence on local social networks such as Facebook and Nextdoor as well as monitoring customer sentiment and reviews.
Survey: Brands Marketers Switching from Paid Social to OOH
According to a new survey from OneScreen.ai, the majority of marketers are actively looking for alternatives to paid social in 2022, and 67% believe their digital returns have diminished, even after scaling up programs.
The Future-Proof, Full-Funnel Approach to Thriving in a Cookieless World
Building strong relationships and encouraging customers to continually engage with the brand will go a long way toward building out first-party data collection and management. But how? As the cookieless world draws near, brands and marketers are looking for alternatives, and the answer lies in a future-proof, full-funnel approach.
Commentary
From Personal To Individual: Why Engaging Unique Consumers Requires Unique Communication
People everywhere receive “personalized” emails daily from brands greeting them by their first names. For a long time, brands have assumed this conveys genuine care for each customer. It’s certainly not the case anymore. Technology has evolved, and consumer expectations have risen to such a level that marketers must do much more. It’s no longer about saying, “We know you,” but rather, “We understand you.” To do this requires a major shift from personalization to individualization.
It may sound relatively straightforward, but what this shift entails and how companies can incorporate individualization in their everyday communications presents a whole new set of challenges.
The Art of Making a Retail Holiday
From Black Friday and Cyber Monday to back-to-school sales, retail holidays may be arbitrary, but they have become a core component of successful sales and marketing strategies. As a result of their success, these holidays are becoming expected, fixtures of the retail industry embedded in its collective psyche. Companies must innovate to keep them fresh. Brands need to monitor competitors to see what works and what doesn’t work and tweak their strategies appropriately.
Data on successful “holiday” campaigns reveal how to make the most of holidays, whether long-established or freshly innovated.
Facebook, Free Speech, and the Responsibility of Power
The many arguments adduced to spare Facebook the responsibility of monitoring its content, of removing content that leads to physical violence all the way down to false political advertising, fail because they are based on under-developed understandings of responsibility itself. To argue that Facebook should be spared almost all regulatory expectations because it is a technology like the telephone rather than a media site like the New York Times or that Facebook should not be entrusted with taking down false advertising or striking down violent speech because those are tasks best left to the government is a failure of imagination and a failure to imagine what (civic) responsibility entails. As the word suggests (respons-ibility), the responsibility of any company or person who provides the possibility of speech, who can take it away from any given user and makes billions in profits off it, is to answer for and consider the admittedly unpredictable and deeply complex ramifications of the speech spoken under the company’s or person’s auspices.
Latest Posts
Parking Startup’s Solution Keeps Shoppers In-Store Longer
Retailers have spent millions strategizing about which location-based marketing and cross-channel personalization tactics are most successful in increasing dwell times, but a startup based out of Miami thinks the answer retailers are looking for is actually right outside their front doors.
Street Fight Daily: Foursquare’s Machine Learning-Based Attribution, Duopoly’s Damage Control
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Spotify, TGI Friday’s Enlist Foursquare for Machine Learning-Backed Measurement… Facebook Demands Advertisers Have Consent for Email/Phone Targeting… Google Reboots Advertising Tools to Give Users More Control Over Their Data…
As Grocery Shopping Evolves, Supermarkets Partner with Meal Kit Services
By offering meal kit services within their stores, brick-and-mortar chains are disrupting the traditional supermarket model and giving themselves a better chance at competing with giants like Amazon.
Listen Up! Voice Makes Itself Heard in Delivery of Local News
“Voice is still in its early innings, but Edison Research data on smart speakers shows that the top things people are calling for is news. That’s enough for me to know that the time to get moving on this is right now,” says Amplifi Media CEO Steve Goldstein.
Street Fight Daily: Voice Disrupts Local News Delivery, Grocers Partner with Meal Kits
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Listen Up! Voice Makes Itself Heard in Delivery of Local News… As Grocery Shopping Evolves, Supermarkets Partner with Meal Kit Services… Apple’s App Store Privacy Crackdown May Hurt Facebook’s Onavo…
Placed Expands Attribution Solution to Measure TV-Driven Offline Visits
Placed launched television measurement as part of its ad exposure and attribution measuring services today, expanding its omni-channel attribution technologies to the full suite of advertising landscapes.
Report: Paid Search Offers Results, Especially on Mobile, at Time of Ad Saturation
A new report from ad firm Adthena, based on data from January 2017 to May 2018, shows evidence that paid search is a valuable beacon of light in the darkness that is consumer “banner blindness, ad fatigue, and near saturation of consumers’ digital ad experiences.”
Street Fight Daily: Google Helps Brands Close Path to Purchase, Placed Expands to TV
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Gives Brands Ads, Data to Compete on Price, Local Inventory… Facebook Will Ban Sellers of Shoddy Products… How Viacom Uses AI to Predict the Success of Its Social Campaigns…
Report: Social Attracting Most Widespread Investment from Advertisers, Topping Search
Move aside, Google. According to the results of a new survey, released by the advertising management firm Marin Software just this morning, nine-in-10 advertising professionals are investing in social media in 2018, beating the next most popular channel—YouTube/Google Display—by more than 10 percentage points.
Heard on the Street, Episode 5: Bringing Apple-like Quality Standards to Local Ads, with Lynn Tornabene
What do you learn from going through two major tech acquisitions? It’s all about having a firm strategy, says Affinity X CMO Lynn Tornabene, our latest guest on Heard on the Street. In Tornabene’s varied career leading projects at top tech firms, M&A lightning struck twice—at DoubleClick (acquired by Google), then Quattro Wireless (acquired by Apple).
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