News and Analysis
Marketers Struggle to Balance Personalization and Privacy
While consumers are increasingly coming to expect personalization in their inboxes, too much personalization can damage trust and steer customers away. Nobody wants to feel like they’re being watched, but recent surveys show consumers are also growing increasingly frustrated with marketing materials that aren’t targeted enough.
Oomiji Helps Brands “Build Their Own Walled Gardens” of Customer Data
Zero-party data, or information customers willingly provide about themselves, is gaining popularity as a way of amassing customer data at a time when privacy restrictions are making that more difficult. The platform Oomiji is betting on that trend, differentiating itself from other CDPs by helping its clients ask their customers for data (instead of relying on AI to extrapolate limited data to probabilistic segments and preferences).
New Hires: Outbrain, Treasure Data, Razorfish
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 Outbrain, Treasure Data, Razorsfish, and TMB.
Commentary
LBMA Vidcast: Google Launches Location Groups, Bumble Explores Physical Space
On this week’s Location-Based Marketing Association podcast: PatientPoint’s proximity in healthcare, Boen Wines using NFC with Guala Closures, Bumble gets into physical space, Puma geotargets on Firefly’s DOOH, Google launches “seasonality” and “location groups”, Groupon acquires Presence AI for voice & text.
Fake Reviews Are Silicon Valley’s Next Fake News Problem
Local businesses are struggling to adapt to a world where online reputation drives offline sales, and fake reviews are making the transition harder. What’s more, the fake review problem is getting worse. A Harvard study found that fake reviews on Yelp grew from 5% to 20% over several years.
There are lots of reasons for this trend, but this is an area where big data can be used to the benefit of consumers and businesses to increase trust. This means it’s on the tech community—not small businesses—to fix fake reviews. Just as media platforms have a moral obligation to avoid the spread of fake news, review sites have a responsibility to their users and businesses to ensure their content is as accurate as possible.
What Retail Has Learned About AR Since Pokémon Go
Retailers are only beginning to realize the potential of AR. As a new generation of shoppers steeped in AR grows up, their expectations will exceed the novelty acts the industry has put out to date. AR features won’t just be a one-off promo or tied to a game release; they will become the basis of the in-store customer experience, one that looks nothing like the retail of today.
Latest Posts
How Dunkin’ Thinks About Google Assistant Integration and the Future of Mobile Ordering
“Increasingly, brands are being judged by the experience they deliver as much as the product,” said Paul Murray, Dunkin’ brands director of digital experience. “This is a really good example for us where we’re delivering on a great product and we’re also delivering on the experience, and we’re leveraging new technology to do it.”
Is Voice the Future of Local AR?
Visual AR won’t go away and is aligned with several use cases like gaming. But audio could get here sooner and take over a certain share of micro moments like getting informed about people or surroundings. We’re talking local discovery, shopping, and proximity-based social media.
Street Fight Daily: Ad Tech Too Crowded for Marketers, Facebook Crackdown on Targeting to Build
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Why Choosing Mar Tech Vendors Is Challenging for Marketers… Facebook Plans Crackdown on Ad Targeting by Email Without Consent… Amid Heightened Competition, Domino’s Mobile Game Offers Rewards Points..
The Biggest Roadblocks to Building a Top Loyalty Program
To build a successful loyalty program, make sure that customers can see what points and rewards they’ve earned without making them jump through hoops. Make your system as transparent and frictionless as possible, and try to communicate via each member’s preferred channel.
LBMA Podcast: Google’s Just A Line, Walmart & Handy, Snapchat
Also on the show this week: Drive Time Metrics, VisuWall, the Church of England, Macy’s, Home Depot + Pinterest, Philips Lighting.
As Amazon Preps Attribution Tool, Media Buyers Demand Greater ROI
Amazon’s massive consumer audience and billions of touch points, coupled with its newly acquired brick-and-mortar presence, means the company’s ad services could be in a position to explode if it does a good enough job illustrating the influence its ad services have on driving online-to-offline or strictly online sales.
Street Fight Daily: Media Buyers Weigh in on Facebook’s Data Changes, A New Era for Uber?
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Agencies: Facebook’s Removal of Third-Party Data Turns Back the Clock on Targeting… A Deep Dive on the Challenges Facing New Uber CEO Dara Khosrowshahi… Paid Search, Shopping Campaign Media Buys Continue to Rise…
What NinthDecimal’s Growth Means for the Hyperlocal Marketing Industry
In an announcement that could be indicative of larger trends in the location-data space, the omnichannel marketing platform NinthDecimal recently announced its third consecutive year of more than 100% annual revenue growth.
Street Culture: Thumbtack Employees Driving Culture from the Bottom Up
Justin Angsuwat, Thumbtack’s vice president of people, says the Thumbtack team describes its company culture as the “Midwest of cultures.”
Street Fight Daily: Microsoft Makes a Big Move, Snap Slashes Ad Team Numbers
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Microsoft Is Ready for a World Beyond Windows… Snap Cuts About 100 Employees on the Advertising Side of the Biz… How Facebook’s Shutdown of Third-Party Data Affects Advertisers…
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem