News and Analysis
6 Ways Brands Are Leveraging Human-to-Human Marketing in 2021
The ultimate goal with human-to-human marketing is to tap into consumers’ emotions by using real people to engage potential customers. Advancements in technology, and growth in the gig economy, have made human-to-human marketing a more realistic—and affordable—option for brands this year. As the holidays draw closer and brands rethink how they’ll connect with targeted consumers in the coming months, this is a strategy more brands are considering.
Commentary
Multi-Location Marketers Want to Do More Social Advertising, But One Big Thing Stands in the Way
Unlike search, social is a push medium that marketers can use to reach new audiences. Social can leverage rich ad formats such as mouth-watering images of restaurant dishes, explainer videos for complex products, and eye-catching celebrity or influencer endorsements that are much more impactful and engaging at storytelling than search.
Today’s local enterprise advertisers know that they should be leveraging the one-two punch of search and social together. One day they will. But until social advertising can offer the same streamlined workflow that can make managing hundreds or thousands of locations as easy as search makes it, social will still lag behind in the local marketing media portfolio.
First-Party Versus Third-Party Data: What You Should Know
Using first-party data is a win-win. As marketers, you are fostering an ongoing relationship with your customers and prospects by better communicating and serving them. But there needs to be a strategy and long-term commitment. In a survey of US digital marketers by Advertiser Perceptions and programmatic agency MightyHive, respondents said they were, on average, tapping into just 47% of their company’s first-party data potential. It takes the right strategy and technological infrastructure in place to activate first-party data at scale.
Spotlight On: Creative Testing Best Practices for Q3 2019
User acquisition advertising is evolving rapidly. Every quarter for the last few years, either Facebook or Google has made significant changes to their platforms that make it more and more possible to automate user acquisition advertising. Because these changes are available to everyone, competition has increased. Any competitive advantage that third-party ad tech tools had given is gone.
The last thing the machines have not automated or started to automate – creative – ends up being a UA manager’s last competitive advantage.
This makes every aspect of creative vital to success.
Latest Posts
Street Fight Daily: Mobile Commerce Grows, Publishers Seek Collective Bargaining with Platforms
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… As Retailers Leverage Robust Visuals and Efficient Interfaces, Mobile Commerce Grows… Legislation Could Give Publishers a New Weapon Against Facebook and Google… Snap Is Laying Off About 100 Engineers…
How EU Data Regulations Could Benefit Global Brands
With less than three months to go until the European Union’s General Data Protection Regulation goes into effect, businesses around the globe are looking for information on how to stay in compliance with what’s been described as the most important change in data privacy regulations in the past two decades.
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Streets Ahead: Google Chat, and Instagram Reels