News and Analysis
KEVANI, Taking Localized Approach to OOH, Announces New LA Property
When it comes to out-of-home advertising, one creative strategy does not fit all markets. That has been a guiding principle at KEVANI, an OOH firm that’s taking a community-driven approach to digital billboard advertising. The company specializes in full motion digital and premium static assets in California, with the understanding that national advertisers see the greatest results when they embrace the personalities of the neighborhoods where their displays are located.
Reputation Report Shows Increasing Relevance of Google Business Profiles
Examining 3.7 million shopper reviews online, Reputation found that Google Business Profiles now have more impact on a location’s findability than any other factor. With 90% of consumers reading reviews before making a purchase, and review volume up 12% from 2020, retailers can’t afford to miss out on the opportunities that localized online marketing provides.
Commentary
Half of Organizations Send the Wrong Marketing Messages to Customers
The result of this data deluge? Organizations lack the insight into their customers they desperately need to deliver meaningful experiences, secure sales, and retain customers. New research estimates 48% of them struggle to gain these insights due to the data silos and more than half admit they don’t have a full picture of their marketing data and their customer journey.
Given the many challenges marketers are up against, it’s no wonder they struggle to define their customer journeys and optimize customer interactions. Below I offer some advice for those in this data struggle.
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.
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Street Fight Daily: Google Monetizes Product Searches, Amazon’s Next Whole Foods Move
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Partners with Retail Giants to Monetize Online Product Searches… Amazon Accidentally Revealed Its Next Plan for Whole Foods in a Job Posting… 10% Own an AI Device, 32% Plan to Get One, 58% Don’t Want Any…
Street Fight Daily: Amazon Courts Ad Buyers, B2B Marketers Unprepared for GDPR
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Triopoly Time? Amazon Preps New Attribution Tool and Courts Ad Buyers… Forrester Says Only 15% of B2B Marketers Are Fully Compliant with GDPR… Google Will Prioritize Stories for Paying News Subscribers…
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