News and Analysis
Self-Serve Ad Units Level the Playing Field for Emerging CPG Brands
Large CPG brands have traditionally had a leg up over smaller competitors when it comes to shoppable advertising. With the budgets to spend on managed service solutions, global brands like Campari, Heineken, and Chinet have enabled shoppers to add their products directly to retailers’ online carts, efficiently using digital advertising to grow offline sales at the stores of their choosing. Now, the shopping list marketing platform AdAdapted is bringing that same technology to smaller retailers and emerging brands.
Locally Satisfies Shoppers’ Demand to Find Popular Online Items Near Them
Popular brands with successful online storefronts can integrate Locally’s technology to show shoppers where they can pick up specific product merchandise immediately at retailers in their own neighborhoods. For example, a shopper who clicks on a 30oz Rambler Tumbler on YETI’s website would see a link to purchase the product online, alongside a list of retailers that have the product in-stock nearby.
Commentary
Is Visual Mapping the Next Google-Apple Battleground?
As Google and Apple lead the way, we are getting closer to ubiquitous visual mapping. If that happens, there will be significant implications for entities that currently use search and mapping for marketing or online presence. They’ll need to make sure they are optimized in this new format.
This could lead to an extension of SEO to cultivate presence in visual experiences. Just like in search, correct business location and details will need to be optimized to show up in the right places. You don’t want the AR overlay for your restaurant floating above the salon next door.
Apple’s Edge in the App Store, Big Tech, and Antitrust
Apple execs told the Times that the company’s apps show up so frequently in searches not because it tips the scales but because its apps are already very popular and are designed to please consumers. But that logic is in itself concerning: A company with nearly unparalleled power and insight into what consumers are looking for in terms of apps uses its understanding of consumer desire and vast resources to create apps that will defeat rivals (especially startups or young companies) in the App Store it owns. Even if there is no foul algorithmic play, the competitive advantage is clear. The question is whether it’s enough for antitrust action.
Insight-Driven Retail: The 3 Must-Knows for Retailers
Each day, retail pricing is becoming more and more scientific with retailers leveraging precise analyses of rich, complex datasets to identify the correct prices for goods, services, and other value drivers such as branding. However, while adopting such a forward-thinking, analytic pricing strategy can have significant business impact, there are several areas that retailers need to keep top of mind when it comes to collecting data and preparing it for analysis.
Here are three of those key areas.
Latest Posts
The Bifurcation of the Local SEO Services Market
“The changing nature of search and the increasing localization are making “traditional SEO” harder, more expensive, and less productive of ROI, and that should lead every agency to assess what they are delivering and to whom,” Mike Blumenthal tells David Mihm in their latest biweekly column.
Who’s Using Local AR? And How Often?
According to a recent survey, AR users like what they see, with a whopping 73% reporting high or very high satisfaction. But non-users report explicit disinterest, with the biggest reason being the rather daunting “just not interested.” This presents a big hill for AR app developers to climb.
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