News and Analysis
Here’s What Happens When Brands Start Micro-Communities for Digital Engagement
“[Micro-communities] foster a collaborative relationship between brands and customers. So instead of spying on consumers through cookies, brands can simply ask consumers for feedback and offer them recommendations based on their likes and dislikes,” says Philip Smolin, chief platform officer at 100.co, an AI-powered consumer brand group that works in the CPG space.
Live Commerce Guides Retailers to Success in the Metaverse
Immerss Co-Founder Patrick Jacobs says his company is working with a number of retailers to leverage live commerce as a way to blend the physical and digital worlds. Jacobs says sales rates with live commerce are on par with or better than in-store conversion rates, and that merchants jumping into live commerce now will be better prepared for the metaverse boom in the future.
Commentary
How the Newest 5 Features from Google will Change the Role of UA Managers
Facebook and Google still haven’t figured out how to automate creative. They can’t really even automate creative testing yet. So, take all the time you used to spend with bids and budgets and media buying and shift it to creative. Odds are, you aren’t spending even 2-3 hours a week monitoring and analyzing your competitors’ ads. Shift from bid edits and go do that. Or even better, spend 4-8 hours a week monitoring and analyzing competitor’s ads, and even ads from outside your industry. This research can result in blockbuster new creative concepts — the type of 100x ads that rocket ROAS.
Immersive Tech’s Next Conquest: Your Car
The real opportunity in VR and connected cars, going back to our primary focus on local commerce, could be to utilize that captive in-car media time with local discovery tools. Ad-supported experiences could be geo-targeted based on where you are or where you’re going. Destination-based discovery tools could be baked in.
Facebook Emerges as Key Tool for Reputation Management
For franchise businesses, specifically, Facebook is critical. The platform has rolled out a significant number of enhancements to help companies manage all facets of their digital reputation. And in the last year, nothing has been quite so impactful to franchise businesses as the rollout of Locations – the company’s local pages feature, which enables a multi-location business to link, and manage, individual franchise pages to the corporate brand page.
In order to leverage the network as a true reputation management tool, franchise brands must get accustomed to the three features outlined in this piece, which can be used to enhance the online reputation of every location and control public perception of your overall brand.
Latest Posts
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.
Big Brands, Local Perspectives: Tommy Bahama
CEO of Tommy Bahama Doug Wood cites systems that don’t talk to or easily integrate with one another as his company’s biggest technological challenge right now. The company, like many multi-store retailers, is investing in and focusing on tying its brick-and-mortar and online businesses together.
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