News and Analysis
6 Fulfillment Services for Personalizing E-Commerce Orders
Packages full of bubble wrap and styrofoam peanuts just aren’t cutting it anymore. Instead, more retailers are using e-commerce fulfillment services to create branded experiences, replete with everything from personalized tissue paper to custom selected product samples. Whether the purchase takes place online or in person, industry players are realizing that presentation is a critical component of the complete brand experience.
Commentary
3 Reasons Facebook CPMs are Exploding
There are many issues that are causing the cost of advertising on Facebook to go up, but the benefits of Facebook advertising — reaching a logged-in audience with highly targeted and measurable campaigns — isn’t restricted to just Facebook. It’s time for marketers to diversify their ad spend and turn elsewhere to reach new audiences with a high return.
Connected Vehicle Data Will Revolutionize Audio Industry
Automotive OEMs have bulk data plans with cellular carriers primarily for collecting vehicle diagnostic data (e.g. mileage, engine warnings, etc.). As a result, it is now possible to capture data from millions of vehicles. This presents an opportunity to capture exponentially larger audio data sample sizes, especially for AM/FM radio, which will fundamentally change audience measurement, ad attribution, and program insights. While data today is primarily audio listening, the introduction of autonomous vehicles will result in significant consumption of video that can be measured in a similar way to audio.
The Hidden Opportunity Cost of Google Plus: Review Volume
Blumenthal: I was able to look at reviews per month since 2015 for a large number of restaurant locations across the sites that are now common in the restaurant industry. Interestingly, Yelp’s and TripAdvisor’s review volume is roughly the same now as it was in January 2015, while you can see that Google’s review volume is now roughly 10x that of either of those two sites. And Google was receiving fewer reviews per location per month than either Yelp or TA in early 2015.
There is an interesting but not totally obvious point on the slide where Google’s review volume starts to take off and that is April 2016. For those of you who don’t track Google minutiae quite the way that I do, that was the month when Google finally separated reviews from Google Plus and no longer required a Plus profile to leave a review.
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LBMA Podcast: Postmates & DoorDash, Foursquare, Uber
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan & Aubriana Lopez. On the show this week: Mercedes Benz, Landmark + Sony Music, China’s BingoBox, Gordon’s Gin teams up with Weve, Foursquare’s new API, Uber expands bike sharing.
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Why TV Remains the Heartbeat of Local Connection