News and Analysis
3 Examples of B2B2C Commerce in AR
The under-exposed B2B2C AR sub-segment includes enabling tools that equip businesses to build and offer AR experiences to their customers. Under that umbrella are AR platforms such as Snap’s Lens Studio. It lowers friction for consumer brands to create AR lenses to promote themselves and interact with customers in novel ways.
Digital Video and Audio Lead Advertising’s Growth
Digital video and audio were the fast-growing digital advertising categories in 2021, according to a new report by the Interactive Advertising Bureau. Digital video spend grew 50.8% year over year to $39.5 billion, digital audio 57.9% to $4.9 billion.
How Restaurant Chains Are Using NFTs in 2022
What was once an approach used primarily by fashion brands, like Gucci, Adidas, and Louis Vuitton, is now being adapted for the restaurant industry. Fast food giants like McDonald’s are using NFTs to energize their social media followers, while other restaurant chains are allowing investors to use NFTs to buy shares in brand franchise fees and adding virtual ordering and online delivery to their metaverse presence.
Commentary
Employees Are Connecting On Facebook: Here’s Why They Shouldn’t
When they aren’t connecting in the office, 87% of employees are connecting on Facebook. With more than 1.5 billion daily active users, it’s no surprise that employees flock to the platform to connect with colleagues. Facebook is easy and familiar, and many employees have used it for years. When employees want to connect personally with someone they know professionally, Facebook is the natural first step.
But Facebook isn’t the best place for making personal connections with coworkers, mainly because of the amount of personal content employees post. They express their political opinions and might post jokes and language that could easily offend in a professional setting. When you introduce professional contacts to a personal platform, the lines of what’s appropriate are blurred. People might begin to censor themselves, which isn’t always healthy. Or employees might feel uncomfortable with a coworker based on something they’ve seen online.
Retail is Not Dead, But Small Businesses Need Help
Card-Linked Offer (CLO) technology is leveling the playing field for all merchants. If you haven’t heard of CLOs, you’re not alone. According to the Cardlinx Association, CLO marketing is the fastest growing segment of digital marketing, with a majority of large companies expecting to double their CLO budgets from last year, and the number of consumer transactions doubling from last year. Despite this rapid growth, most of the 25 million small businesses in the US have never heard of CLO marketing or know that it is available to them.
Google Maps: The Under-Appreciated Discovery Channel
Blumenthal: Google Maps is/has become the primary discovery tool in many categories. That is a significant shift of which agencies and owners need to be aware.
Mihm: Yep. I’m not sure I would even have had our ThriveHive data science team look for this data point specifically had you not tipped me off. But sure enough, across our dataset of nearly 20,000 GMB Profiles, we found that Maps impressions outweigh Search impressions by nearly 3:1 (72% to 28% over the last 18 months).
Latest Posts
Google Maps Is Becoming More Personal and Useful, and Businesses Can Reap the Benefits
In recent months, Google has launched a number of changes to Maps. Users will win with the more personalized and intuitive future of the app. Businesses will win, too—so long as you manage your location data, content, and reputation.
Street Fight Daily: How Google Maps Changes Will Affect Businesses, Mobile Retail’s Future
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Maps Is Becoming More Personal and Useful, and Businesses Can Reap the Benefits… Forrester Estimates E-Commerce on Smartphones Will Hit $209 Billion in 2022… Amazon Go Expands to San Francisco and Chicago…
Adsquare Leverages Quality Guarantee to Boost Marketer Confidence
The mobile data exchange adsquare believes it has finally cracked the code on data accuracy with a new product that aggregates first-party data from publishers and combines it with validated third-party data from the company’s own exchange.
Foreshadowing Future of Food Delivery, Delivery.com Launches Product for Workplace Orders
The team at delivery.com believes there are still holes in the workplace food ordering market waiting to be filled. Its attempt to meet those needs is debuting this morning, as the company adds new group ordering functionality to its platform.
Street Fight Daily: Amazon Cuts Out Google Shopping Ads, Advertisers Question Facebook ROI
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon Stops Buying Prized Shopping Ads on Google… Facebook’s Big Threat Isn’t Cambridge Analytica — It’s Advertisers Questioning ROI… Google’s DoubleClick Ad ID Change Presents Challenges and Opportunity for Attribution Vendors…
LBMA Podcast: Thinknear, Facebook & Nike, Groupon Buys Vouchercloud
On this week’s edition of the Location-Based Marketing Association podcast: Thinknear, Facebook + Nike, Groupon buys Vouchercloud, Clear Channel launches RADARView, Oscar Meyer’s Bacoin, Coca-Cola teams up with Cargo.
Street Culture: dataPlor Strives for Transparency in Every Facet of Its Business
There’s a phrase dataPlor CEO and founder Geoff Michener uses so frequently and quickly that it almost sounds rehearsed: open, direct, transparent communication.
5 Location-Based Tips for Brands Looking to Boost Mobile Visibility and Sales
Centralization of location data is key. With correct information at hand, a brand’s corporate office can effectively channel information to individual store/business locations for events like regional holiday sales. At the same time, stores can manipulate their own unique data and funnel that back up to corporate.
Street Fight Daily: Duopoly Accounts for 90% of Digital Ad Growth, TV’s Attribution Problem
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Digital Ad Market Grows to $88 Billion, With Google and Facebook Contributing 90% of Growth… TV Has an Attribution Problem… GDPR Scrambling Has Spawned a Slew of ‘Charlatans’…
Four Years After GateHouse, Brad Dennison Has Become a Local News Rover
There’s a new nameplate in hyperlocal news publishing, and just about everything about it is boldly different, including the name—Rover. This combination digital daily and print monthly was launched in suburban Nashville last week. In this Q&A, Tom Grubisich talks with one of Rover’s architects, Brad Dennison.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem