News and Analysis
Mobile Apps Show Strong User and Engagement Growth
Privacy headwinds as well as the advent of the metaverse and a new wave of hardware have led many to question the future of mobile’s place at the center of digital marketing. But according to a new report by mobile marketing measurement company Adjust, mobile is experiencing significant growth despite headwinds.
Camera IQ Helps Brands Leverage AR on TikTok
Camera IQ, an AR creation tool, launched support this week for brands using AR on TikTok. Camera IQ is already helping brands and publishers such as Cartoon Network and Smashbox creative native AR experiences on TikTok to captivate users and create shareable social experiences.
5 Predictions for Influencer Marketing
It is getting hard to tell one influencer marketing platform apart from another, a problem for brands questioning where to go and investors, M&A actors, and industry watchdogs wondering what really distinguishes them. To wit, I caught up with Pierre Cassuto, global chief commercial officer at influencer marketing platform Humanz, to understand how those of us looking at the space from the outside should be judging its many players.
Commentary
Get Ready for America’s GDPR: CCPA
With regulation comes the emergence of new opportunities. The same logic that brought on GDPR will be stateside on January 1, 2020, when the California Consumer Privacy Act (CCPA) is put into effect. This legislation will allow California residents more control over their personal data. The objective is simple: provide better consumer protections and enhance the respect of privacy by improving transparency regarding the way companies are using their users’ data.
Jean-Noël Barneron of Herow provides one of the clearest breakdowns of CCPA, going into effect Jan 1, you’ll read.
Three Ways Indoor Maps Do More for Complex Retail Buildings
Once a venue’s maps have been digitized for wayfinding purposes, there are many ways to drive additional ROI from that same set of indoor maps. When location technologies are designed with interoperability in mind, it becomes possible to blend different technologies together to create smart solutions that provide value not only to business operations but also to consumers. By integrating digitized, layer-based indoor maps with other solutions such as the indoor equivalent of GPS, known as Indoor Positioning Systems (IPS), asset tracking and business intelligence, great things become possible.
Here is a shortlist of the top use cases that malls can implement to generate further ROI from their indoor mapping investments.
LBMA Vidcast: Snapchat Using OOH & AR; Gig Economy Under Fire
On this week’s Location-Based Marketing Association podcast: Snapchat using OOH + AR, Zippin has store at Sacramento Kings stadium, Gig Economy under fire in California, Michael’s Stores + UPS, Wirecard partners with SES-imagotag, UPS gets drone fleet approval in U.S.
Latest Posts
#SFSNYC: UPS, TripAdvisor, and HappyOrNot Break Down Divergent Approaches to Customer Feedback
Consumer feedback and brands have a complex and sometimes contentious relationship. Three panelists from companies with starkly different relationships to both their customers and the customer feedback process provided their angles on the issue at Street Fight Summit in New York Wednesday.
#SFSNYC: Kevin Clark of Synup Talks Better Reputation Management and Listings Updates
What the public sees and hears about a company’s brand can make or break its overall success. That makes the services Synup offers relevant to many businesses, said Kevin Clark, vice president of sales for the company, at Street Fight Summit West in Brooklyn Wednesday.
#SFSNYC: GroundTruth Turns On-the-Ground Data Into IRL Transactions
When consumers visit physical stores, the likelihood that they will complete a purchase shoots up, especially in comparison to the likelihood they will make a purchase after visiting a digital site. “Visits lead to sales,” was the message of Hongzhe Sun of GroundTruth, one of the sponsors of Street Fight Summit in New York Wednesday.
#SFSNYC: May AI Help You? The Marketing Opportunities in Intelligent Search
Artificial intelligence is the future of search engines. Increasingly conversational, intelligent, and visual, search engines are adapting to become the centerpiece of consumer engagement, as well as a virtually new tool for marketers. Purna Virji, senior manager for global engagement at Microsoft/Bing, broke down the AI revolution in search at Street Fight Summit Wednesday.
#SFSNYC: Investors on Billion-Dollar Opportunities in Local and Where to Find Them
Long before startups become the “next big thing” the masses talk about, investors have an opportunity to use their wallets to weigh in on the prospects for those emerging companies. At Street Fight Summit Wednesday in New York, investors pointed to voice, VR and AR, and influencers as some hot topics in local investing right now.
#SFSNYC: Verve’s Mark Fruehan Talks Being a Tactician in Location-Based Advertising
Mobile and local offer huge opportunities in potential revenue to advertisers smart enough to capitalize on them. But location data will ultimately hold value for marketers only if its collection and analysis rests on accurate audience identification, said Mark Fruehan, executive vice president of enterprise platforms at Verve, at Street Fight Summit Wednesday.
#SFSNYC: Broadly CEO: Brick-and-Mortars Need to Become Messaging Centers
Phone calls and contact forms are dead, but what about websites? Not so much, said Josh Melick, CEO of Broadly, at Street Fight’s annual summit in New York Wednesday. With this trend showing no signs of stopping, websites—especially those of local businesses—need to become messaging centers.
#SFSNYC: The Growing Power of SMB OS
Until recently, brick-and-mortar shopping relied on the digital world for advertising functions and not much else. But now, local retail has a new digital arena—the full-service operating system. Three leaders in this expanding set of technological solutions for SMBs laid out the state of the field, known as SMB OS, at Street Fight Summit in New York Wednesday.
#SFSNYC: Making Conversational Interfaces the Frontline for Customer Interaction
The development of conversational language to interact with chatbots, digital assistants, smart devices, and other machines is changing the ways consumers make use of such platforms to find the information and services they want—and this change is only going to get more important for brands and local businesses to address.
How Peoria Journal Star Did a Lot More With Less After Deep Cuts Shrank the Newsroom
“We made it our mission, working with our publisher at the time, Ken Mauser, that we would reach out to the people of the South Side and make sure they had a place where they could tell us about the good things happening where they live,” Peoria Journal Star Executive Editor Dennis Anderon says of reaching out to neglected community members.
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