News and Analysis
Integral Ad Science Brings Together Contextual Targeting and Measurement
Integral Ad Science announced this morning its Control Panel, a new product that will allow advertisers to plan, measure, and optimize contextual targeting campaigns in one place.
TruPresence Helps Multi-Location Marketers Audit SEO Across Locations
Let’s say you’re a marketer at Whole Foods corporate who is responsible for auditing SEO performance across hundreds or thousands of locations nationwide. How do you audit the performance of this given URL, which looks like just a part of Whole Foods’ website but essentially functions like the independent website of a local business? How do you swiftly audit hundreds or thousands of those pages?
What Amazon’s ‘Buy with Prime’ Expansion Means for Local Merchants
Buy with Prime could accelerate Amazon’s growth and merchant adoption of FBA. It could also lead to a shift in order fulfillment volume from the third-party logistics companies that many merchants currently use for order fulfillment over to FBA. That’s good news for Amazon but bad news for third-party logistics companies and post-purchase experience platforms working primarily with mid-size merchants.
Commentary
Why Your Location-Based Ad Campaign Isn’t Working (And How to Make It Better)
Many low-accuracy solutions produce horizontal location data only – location in multi-story buildings is not even a possibility. The result is that advertisers are designing campaigns with the equivalent of one hand tied behind their back, generating two-dimensional campaigns for a three-dimensional world.
What advertisers really need is the ability to reach consumers wherever they are, including the floor level in a multi-story mall, and entice them to enter the store. To achieve this, high-accuracy 3D location is needed. Fortunately, new capabilities are in place to help retailers design more effective campaigns, which will drive better results and raise consumers’ expectations to new heights (pun intended!).
The Ghost in the Machine: Google Gamifies Machine Learning
David Mihm to Mike Blumenthal: As for our Halloween topic, a spooky good SEO, Scott Hendison, tweeted a link over the weekend that I found fascinating: https://crowdsource.google.com. Even for those of us who are used to these kinds of initiatives coming from Google, it’s the most brazen public effort we’ve seen to train their machine learning algorithm via user contributions across a whole range of data types.
Mike: It is certainly brazen. There is NO attempt to bury this as an activity within some other program like their Captcha. It’s a gamification of their ML plain and simple, and if I know Google, the reward will be either insignificant or worse: a discount on some “premium product” (i.e., an ad).
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.
Latest Posts
Street Fight Daily: AT&T and Verizon to End Sale of Location Data, DexYP Partners with SOCi
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… AT&T, Verizon to End Sale of Location Data to Third Parties… Your Ad Tech Tax Is Amazon’s Opportunity… How the EU Is Implementing Its New Privacy Rules…
Women in Local Marketing Tech: Are We There? Where Are We Going?
The challenge is national; the solutions may be hyperlocal. At Street Fight Summit 2018, we gave the audience a brief overview of some of the issues facing women in local marketing tech today and what we can do to keep moving in the right direction.
PureCars CEO Talks Power of Location Data—And How Some Brands Can Build Beyond It
Street Fight talked with Sam Mylrea, CEO of PureCars, a marketing automation and business intelligence suite for auto dealers, to discuss how his company uses location data to help dealerships capture the attention of nearby customers.
Street Fight Daily: Mobile to Overtake TV by 2021, Influencer Marketing Needs a Clean-Up
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Zenith: Mobile Advertising to Overtake TV by 2021… Unilever Demands Influencer Marketing Business Clean Up Its Act… Google, Rebuilding Its Presence in China, Invests in Retailer JD.com…
Facebook’s Perennial ‘Potential’ in Local
“In Facebook’s pivot to focusing on person-to-person communications and its strong emphasis on messaging, is there an implicit concession that the company will not make Facebook itself the center of its local effort?” Mike Blumenthal asks in this week’s biweekly column with David Mihm.
Gauging the Opportunity to Replace Local Merchants’ Websites
We asked respondents what they used their sites for, and, considering the functions they deemed most important, whether they could replace them with a list of suggested companies and platforms. Facebook’s company pages and Google’s enriched listings topped the list.
Street Fight Daily: Facebook’s Static Local ‘Potential,’ SMBs Assess Options to Replace Websites
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Facebook’s Perennial ‘Potential’ in Local… Gauging the Opportunity to Replace Local Merchants’ Websites… Global Ad Spend Is Set for Monster Growth in 2018…
LBMA Podcast: Walmart, Target, LinkedIN
Featured on this week’s edition of the Location-Based Marketing Association podcast: LEGO + Grand Visual, LinkedIN, Vyking shoes, Walmart, Target, HERE + Decawave, LBMA D/A/CH.
Why Google Decided Phone Calls Are the Key to Google Assistant’s Future Success
Among all the new AI-driven capabilities Google could’ve bestowed on its powerful Assistant, the company decided to focus on one capability in particular: a phone call.
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.
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AI Won’t Fix Advertising – It May Scale Its Chaotic Nature