News and Analysis
How IDFA Deprecation is Driving Multi-Channel Marketing
What can brands do to understand, reach, and connect with consumers as they look towards a future beyond device-based identifiers?
Why Rising Prices Are Changing the Way We Shop
Rising inflation rates and supply chain shortages are causing more consumers to hold off on making big purchases in 2022 — and that’s giving retailers reason for concern.
New Hires at Lotame, LiveRamp, DemandScience, TextNow, and GumGum
This Street Fight roundup features new hires in the spaces Street Fight covers: adtech, martech, e-commerce, localized marketing, location intelligence, and more. This month’s roundup features new hires at Lotame, LiveRamp, DemandScience, TextNow, and GumGum.
Commentary
Making the Case for Driver-Centric Location Solutions in Cars of the Future
Traditionally, a lot of discussion around location tech as it relates to auto is for marketing and media applications for the dealerships and automakers themselves, where the goal is to sell more cars. That helps the OEM and the dealers, but it leaves an enormous opportunity on the table. We also need to be customer-centric, which means providing an experience that decommoditizes ownership and makes the journey itself a little more interesting. That’s how to keep the miles-traveled metric high, even when fewer cars are being sold.
Applying user data in this fashion requires adherence to a code of data privacy and ethics — starting with a clear and obvious value exchange to the end user (the driver). An owner of a vehicle should clearly understand the benefit in having location data collected. Location data can improve the driver’s experience in three ways.
LBMA Vidcast: SpotHere Raises $50M
On this week’s Location-Based Marketing Association podcast: SpotHere raises $50M, Israel’s Shufersal serves the visually impaired, Jibestream acquired by Inpixon, Amazon rolls its Treasure Truck, Comscore + PlaceIQ launch MovieLift, TomTom releases APIs for EV developers.
The Retail Fight Against Showrooming
If showrooming didn’t make brick-and-mortar retail obsolete, it’s definitely disrupting it for the better. The question is what brands need to do to survive and thrive through this transition. The answer lies in omnichannel marketing and sales, which is a many-pieced puzzle. Let’s explore what that means and why showrooming took off in the first place.
Latest Posts
Raise Report: Zaius, Punchh, Drift Score New Funding
Every two or three weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes funding for Instapage, Sensu, PullRequest, and Stord.
Berkeleyside.com Raises $1 Million With News Industry’s First DPO
The established pure-play is now putting together a guide for how other news providers can convince their communities to make the same kind of high-response “impact investment.”
Customers Who Hop Onto Digital Trends Earliest Less Engaged With Advertisements
Marketers look to trendsetters as “influencers,” but can the influencer be influenced herself? A study recently published in the journal “Marketing Science” suggests that, in fact, early propagators of trends tend to respond less to advertising than latecomers.
How The Weather Company Turns Forecast Data Into Game-Changing Retailer Insights
Using live weather conditions from radar and satellites, along with road-specific forecasts, high-resolution traffic feeds, and user-reported traffic conditions, companies are harnessing weather data to inform nearly every aspect of their businesses.
Street Fight Daily: Target Aims to Lead on Customer Experience, GDPR’s Impact on Facebook
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Target Is Trying to Become America’s Easiest Place to Shop. Here’s How… GDPR Is What Facebook Advertisers Should Really Worry About… Consumers Want Voice Services Beyond Basics…
Report: Consumers Warm to Voice, Demand More Integrated Experiences
Both voice device ownership and voice shopping activity have nearly doubled in the past six months, with 17% of shoppers now owning a voice device and 42% of those device owners using voice to shop, a report by Narvar found.
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.
Street Fight Daily: Tommy Bahama’s CEO Talks Local Tech, Consumers Warm to Voice
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Big Brands, Local Perspectives: Tommy Bahama… Report: Consumers Warm to Voice, Demand More Integrated Experiences… Why Tech Firms Get Most of the Money From Programmatic Buys…
How Mall of America Is Innovating With Local Tech and Talking Robots
Street Fight recently caught up with Sarah Townes, Mall of America’s marketing VP, to discuss the evolution of physical retail, where she’s placing her tech bets, and how location fits into the mix.
The New Face of Reputation Management: Photos, UGC Rise in Prominence
As non-review content grows in prominence, brands and small businesses with be forced to reckon with it. Like reviews, such content both reflects and shapes a brand’s reputation. Unfortunately, many brands are still behind when it comes to engaging with local reviews, so these new developments will represent an even heftier challenge when it comes to crafting an effective and scalable strategy. Brands who neglect UGC in local will suffer greatly in comparison with those who learn how to engage.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem